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Here's a preview of my presentation to the 2013 DFW Philanthropy Conference. In it, I outline some LOL, OMG and #Facepalm moments I've experience, along with the top best practices
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Presented by Mack CampbellDFW Philanthropy Conference
Online Fundraising:Top 5 Best Practices
Online = 7%of all giving
5,133,233.33%since 1997
Online Donation Growth
Online donors are more engaged than traditional direct mail donors.
Average Lifetime Value of offline donor: $197
$72
Average Lifetime Value of online donor: $197
$72
Today• OMG moments• The Top 5• What do I do now?
OMG, LOL & #FACEPALM
Name a Roach
Personal Story of crashing website
Personal Story of Hitting Send
The Best Practices
The Best Practices•Engage
Engage
“…but they’ll remember how you made them feel.”
- Maya Angelou
Engage• Can a stranger know
what you’re about and why they should care within 2 seconds of opening your homepage?
Engage• If they are not ready to
donate, give a visitor the ability and reason to take the first step toward a relationship.
Why should I care about Social Media?
You Shouldn’t.If you’re only worried about money.
52% raised nothing.
2% of non-profits reported raising more than $10k through Facebook.
Social Media is donor and prospect enagagement tool.
Stats
185 million Facebook users in the US.
Stats
9 of 10 non-profits have a Facebook page.
Stats
57% have a Twitter account.
Stats
27 non-profits (of over 11,000) reported raising over $100,000 through Facebook.
Trends
Annual Growth RateOnline Donations
14% - 35%
Email List 29%Facebook 161%
The Best Practices•Engage•Simply
Simplify•Simply for the donor
NOT staff or organizational silos.
Design and Copy
•Personalize and Target.
Simplify•Are the images large
and engaging to emotionally connect with a visitor?
Simplify• Can a new visitor find the donate
button within 2 seconds?• Is the donate button:
– above the fold?– big and colorful?– surrounded by a sense of urgency?
The Best Practices•Engage•Simply•Think Ahead
Think Ahead
Set goals in accordance with industry trends.
Think Ahead
• Immediate• 6 week• 6 month
Immediate Goals•Build report templates•SWOT Analysis•Honest Website Audit
6 Week Goals• Optimize donation form and
donor user-experience.– Including email confirmation
• Create email solicitation and social media timeline through year-end.
• Review website software
6 Month Goals• Create a online monthly donor
program• Review email newsletter and
appeal design• Add Peer-to-Peer fundraising
Set Goals•Assign responsibility•Equip to succeed•Hold accountable
The Best Practices•Engage•Simply•Think Ahead•Measure
Measure
Know where you are first. Then figure out where you’re heading.
Measure• Learn from experience
– Test your subject lines– Test your email design
Online Revenue
Online RevenueHealth Environmental
Source: Convio Online Benchmarking Report, 2010
Email Benchmarks
Advocacy FundraisingOpen Rates 13% 12%
Click-Through Rates 3.7% .6%Response Rates 3.3% .08%
Source: Convio Online Benchmarking Report, 2010
Translating Benchmarks
10K 25k 50k 100kResponse Rate .08% .08% .08% .08%
Avg Online Gift$80.8
0$80.8
0$80.8
0$80.8
0Revenue $646 $1616 $3232 $6464
Translating Benchmarks
500k 1M 5MResponse Rate .08% .08% .08%Avg Online Gift $80.80 $80.80 $80.80
Revenue$32,32
0$64,64
0$323,20
0
The Best Practices•Engage•Simply•Think Ahead•Measure•Fail
Fail
Incrementalsteps
MONUMENTALsuccess
