5 proven strategies for taking positive next steps with online visitors and boosting donor...

#npEXPERTS | www.blackbaud.com/npexperts #npEXPERTS | www.blackbaud.com/npexperts

5 Proven Strategies for Taking Positive

Next Steps with Online Visitors

Cupids Arrow: Thoughtful Engagement to Acquire Donors

www.blackbaud.com/npexperts

#npEXPERTS | www.blackbaud.com/npexperts 2

Meet the #npEXPERTS

#npEXPERTS

Andrew Shoaff Manager Go! Program, Blackbaud Former non-profit CFO Andrew.Shoaff@blackbaud.com

Mike Snusz Sr. Consultant, Blackbaud 11 years & millions raised for nonprofits Mike.Snusz@blackbaud.com

#npEXPERTS | www.blackbaud.com/npexperts

Why is Engagement important?

#npEXPERTS | www.blackbaud.com/npexperts 5 #npEXPERTS | www.blackbaud.com/npexperts

AFP FEP Study, 2013

Nearly 6 out of every 10 donors from the previous year DID NOT renew by year’s end.

1.  No memory of ever supporting

2.  Did not feel connected to the organization

3.  Not asked to give again

4.  Other causes are more deserving

5.  Never heard how donation was used

Key Reasons for Leaving

All reasons connected to communications.

A 10% change in retention can increase the life time value of a donor base up to 200%.

Discussion Topics 1.  Where to begin - acquisition and Welcome Series

2.  Segmentation and talking to your audience

3.  Testing and knowing what works

4.  Multichannel and social engagement

5.  The importance of mobile

Engaging First Impressions

Usability Testing

1 month 2 to 3 months

4 to 6 months

7 to 12 months

Year 2 Year 3

Time on Housefile

Relevance Curve

The honeymoon period for new subscribers is greatest in first 30 days.

Engage Thoughtfully From Day One

More than 1/3 of orgs didn’t send an email in the !rst 30 days.

Put out the Welcome Mat

Multi-part campaign

Targeted & automated

Trigger based

Action +7 Days Action +14 Days Action +21 Days Thank you & Orientation

Ask for support/ value-proposition

Welcome Series Anatomy

Get involved & update profile

Segmentation

Constituent-wide emails

(Enews, event invites, appeals)

Email Calendar Planning (Typical)

Segment (donors, event attendees,

volunteers, interests)

Segment (donors, event attendees,

volunteers, interests)

Segment

Rethink Your Email Plan

Segments Donor (Repeat, Sustainer, New, Lapsed)

Event (Top Fundraisers, Captains, Attendees) Volunteers Interests

Subscribers

Constituent- wide email

Mentors

Alumni

Testing

Obama Campaign!

Online !Testing!

*From Kyle Rush’s Win Through Optimization & Testing. http://slid.es/kylerush/landing-page-optimization

19% higher conversions

Ran 500 online tests"

Raised $690 million"

Biggest impact: "1. Content " " " " "2. Images"

Obama Campaign!

Online !Testing!

*From Kyle Rush’s Win Through Optimization & Testing. http://slid.es/kylerush/landing-page-optimization

Top Email Programs

*Sources: 2011 MarketingSherpa Email Marketing Benchmark Survey 2011 Gleanster survey on Email Marketing

82% test and measure everything email testing is their top value driver.

Which Subject Line Test Won?

1.  Why back-to-school means more to you

2.  25 8th Graders Need Your Help

3.  You can ensure that more students get a chance

4.  Give them the chance that was given to you.

Which Subject Line Test Won?

1.  Why back-to-school means more to you

2.  25 8th Graders Need Your Help

3.  You can ensure that more students get a chance

4.  Give them the chance that was given to you.

Conversion Rate: 2x Higher

Social Media

*Source: Georgetown University/Waggener Edstrom Digital Persuasion study

55% who engaged with a charity via social media were inspired to take further action, like donating and voluneering.

Declining Facebook!Organic Reach!

16% reach - 2012"

12% reach - Oct. 2013"

6% reach - Feb. 2014"

1%-2% - Future Predictions"

Declining Facebook!Organic Reach!

Source: Ad Age

Likely Will Need To “Pay to Play”

Continue reaching fans by using Facebook ads and promoted posts

Deploying Social Ambassadors

Google Alerts

Opportunity to contribute to conversations and curate content

80/20 Rule

Mobile

Source: Litmus

51% of all emails are opened on mobile devices.

Your Inbox: Cluttered & Competitive MOBILE DEVICE

Email Mobile-Rendering

iPhone Android

Source: *2014 Dunham+Company Online Fundraising Scorecard

84% of online donation experiences aren’t optimized for mobile.

Mobile Surpasses Desktop

Source: Responsive Design Doubles Mobile Giving DonorDrive whitepaper

Responsive design doubles mobile giving.

Questions?

www.blackbaud.com/npexperts

Coming Soon! How to Create Fundraising Appeals that Work

5 proven strategies for taking positive next steps with online visitors and boosting donor...

kyle rushs win

email calendar planning

school means

wide emails

25 8th graders

es kylerush landing

event invites

impressions npexperts

Government & Nonprofit

for bucking and boosting voltage - usesi · for bucking and...

boosting margin

decisiontrees boosting

boosting governance in mozambique’s...

boosting morale

prml14.3 boosting

pressure boosting

determining donor eligibility – blood donor vs. stem cell...

multiphase boosting

boosting algorithm

donor retention through donor relations

quadcities.com: your guide to “everything quad cities ·...

boosting your giving programs - connecting repositories ·...

boosting brainpower

triphenylethylenyl–based donor–acceptor–donor...

boosting breastfeeding

chapter 10 boosting may 6, 2010. outline adaboost ensemble...

donor education : role in donor recriutment and donor...

boosting iq

donor education for donor recruitment and donor retention