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1Cover Page
Avalon Consulting Group
www.avalonconsulting.net
Client Training DayDirect Marketing 101: Digital
September 7, 2017
©2017 Avalon Consulting Group.
All Rights Reserved.
2
Online revenue is growing, but still makes up roughly 10% of total revenue
$-
$2,000,000
$4,000,000
$6,000,000
$8,000,000
$10,000,000
$12,000,000
$14,000,000
$16,000,000
$18,000,000
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Direct Mail Email Other Telemarketting Web White Mail
3
Why is integration so important?More channels = better donors
73%74%75%76%77%78%79%80%81%
$0
$20
$40
$60
$80
$100
$120
Income/Member Average Gift Retention
5
Integrate communications to avoid confusion and save time
Grid online schedules with all other channels and determine who’s getting what and when
Integrate production schedules to streamline execution
Identify online-only opportunities
6
Attract site visitors with user-friendly
sign-ups and website promotionsAsk for appropriate
information and limit
what you require
Splash pages bring
attention to urgent
campaigns and can be
used for email collection
8
Maximize lead generation and drive traffic
List chaperones
Email appends
Petition-based sites
Social media
Retargeting
9
Roll out the welcome mat to engage immediately after sign up
Week 1 – Welcome email
(thank you for joining, like us
on social media, send an e-
card, visit our Action Center)
Week 2 – Take the quiz and
watch this video
Week 3 – Action alert
Week 4 – Acquisition ask
Week 5/8 – Sustainer ask
10
Apply the same good fundraising disciplines as other channels
Define the universe
– Segmentation – who are you emailing?
Define the program strategy
– Case for giving
– Call to action
– Ask string(s)
– Technical/functionality
Define creative/copy most appropriate for online
Define your tests
12
Test messaging style,
tone, written vs. video,
humor, etc.
Get to the point
Think campaigns,
not email blasts
Craft an appropriate message for the audience, the time, and the need
13
Make it easy for your supporters so they will stay engaged
• Seamless transition from email to landing
page and between channels
• Responsive design should be used for
email templates and donations forms
• Automate follow-up emails
• Provide donation opportunities
everywhere
14
Test, test, and then test some more!
Countdown clock
Donation form layout
Personalization
HTML vs. text
Size of hyperlinked text
Text vs. buttons
Ask string order
18
Track, measure, and analyze your metrics to inform future strategies
Website:
Conversion rate – sign ups, donations, actions
Exit pages
Path and time on site
Mobile traffic
Emails:
Open rate
Click-through rate
Response rate
Average gift
Delivery and bounce rates
Unsubscribe rate
20
Check out these industry resources for tips, ideas, and insights
eNonProfit Benchmark Study (M+R and NTEN)
http://mrbenchmarks.com/ (2016)
Blackbaud Luminate Online Benchmark Report
http://hi.blackbaud.com/luminate/2016-luminate-online-benchmark-report.pdf (2016)
Nonprofit Technology Network
http://www.nten.org/
Care2’s online nonprofit marketing blog
http://www.care2services.com/care2blog
Idealware
http://www.idealware.org/
22
Thank You!
Amy Vanpouille PadreDigital Services Director
Avalon Consulting Group202-627-6525
Follow Avalon on LinkedIn today!