Fundraising, Advancement, and Marketing Mash-up

Chris ThomasChief Innovation OfficerSierra Club@cxthom

Jen JurgenAssociate Director of Operations, University RelationsWesleyan University

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Sierra Club Innovation ProgramChris Thomas, Chief Innovation Officer, @cxthom

Goals – Presentation Overview

Create a multiverse of engagement possibilities

Organize your user’s experiences

Technology implementation

1 2 3

Very few constituents have “cross-pollenated” into other

forms of support to the organization

Sierra Club Online Program

• 2.4m Members and Supporters• 300m emails/year• $5m online fundraising• 620,000 online action takers• 9m web visitors• 160,000 AddUp users (since March)

Problems We're Solving

• Many opportunities to engage, low cross-pollenization

• Lack of context

• Unfulfilled fundraising potential

• Lack cohesive user experience

• Opportunity to optimze conversion

Description here.Container resizes as needed.

Multiverse of Engagement Possibilities

Online Activist Journey

Kelly signs a petition she finds online to

support rejecting Keystone XL oil

pipeline

Kelly begins the Onboarding Inception

Journey, including 2 emails containing local,

Chapter-related content

She receives further personalized content, including an offer to

become a Sierra Club Member and a regular newsletter, The Insider

Kelly continues to receive email actions

and donation asks. She makes a contribution

From here, we really focus in on Kelly's

activism – sending her action arcs that take

her main interests into account

Kelly signs an EPA action asking to

protect children from coal emissions

pollution

Kelly begins a multi-action arc on the EPA

issue

Her email actions and AddUp actions are

reflected in her history, and influence the types of asks she

receives

Kelly receives a summary of her actions and donations,, and

how they moved the needle on her issues. She moves up to a

leadership role with the Sierra Club

Rollout

Fundraising, Advancement, & Marketing Mash-up

Jen JurgenAssociate Director of Operations, University Relations

Wesleyan UniversityMiddletown, Connecticut

Best practices are those practices that generally

produce the best results or minimize risk.

- Chad White (Email Marketing Rules)

Goals – Presentation Overview

Onboarding and Developing Best

Practices

Success of Wesleyan’s #GivingTuesday

Campaign

Q & A

1 2 3

Onboarding and Developing Best Practices • Our Approach – our constituent base does not change and we can’t lose them

• Use of data extensions (using data from fundraising database)

• Creating basic templates

• Strategic use of FROM, SUBJECT lines and planning timing of send

• Learning when and how to use segmentation, A/B testing, dynamic content

• Assigning a group of emails to a campaign for ease in reporting

• Preview/Testing and approval process

Wesleyan’s #GivingTuesday Campaign – 12/2/14Goal = 1,000 gifts

Using a global movement to market our cause

Series of 9 emails:• Introduce #GivingTuesday starting two weeks

prior• Feature recognizable spokesperson (actor Brad

Whitford ’81)• Highlight something constituents care about

(supporting financial aid)• Provide updates on progress throughout the day

(4 emails on day of)• Post-Campaign Follow-up with results (next day)

The Journey

Consistent Messaging in All Areas

• Email Campaign

• Website

• Social Media

Sample Email Sends for Giving Tuesday CampaignSample 1:Introduction to Campaign: 11/23

Sample 2:Introduction to Campaign: Black Friday – 11/28

Sample Email Sends for Giving Tuesday CampaignSample 3:Early Progress/Solicitation – 12/2, 8 AM

Sample 4:Giving Progress/Solicitation – 12/2, 5 PM

Results

• Series of emails were sent to constituent base of 19,000

• Average deliverability rate of 99.6%

• Average open rate of 30.15%

• 10% conversion rate – over 2,000 gifts totaling $563,000

Questions?