email…still the best way to raise money and raise hell online! · raise money and raise hell...

Place/Date of Presentation if Desired

Email…STILL the best way to raise money and raise hell

online!

Presented byMadeline Stanionis

CEO, Watershed

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You Can Include Presentation Title on All if DesiredRaising Change, July 2008

2About Watershed

Online strategyEmail list & community buildingAdvocacy campaignsOnline fundraisingCultivation & funViral marketing/social networkingData transferReports & analysis

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You Can Include Presentation Title on All if DesiredRaising Change, July 2008

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Select Watershed experience

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You Can Include Presentation Title on All if DesiredRaising Change, July 2008

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A little perspective

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You Can Include Presentation Title on All if DesiredRaising Change, July 2008

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You Can Include Presentation Title on All if DesiredRaising Change, July 2008

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This is how Scott used to give

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You Can Include Presentation Title on All if DesiredRaising Change, July 2008

7This is how Scott gives now

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You Can Include Presentation Title on All if DesiredRaising Change, July 2008

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This is his email in-box

These e-mails messages were all waiting for him when he got to work one day

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You Can Include Presentation Title on All if DesiredRaising Change, July 2008

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This is his email in-box

These are all action/donation related

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You Can Include Presentation Title on All if DesiredRaising Change, July 2008

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How can you use email to reach Scott?

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You Can Include Presentation Title on All if DesiredRaising Change, July 2008

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Let’s agree

No email is an islandYou gotta have everything else: good campaign, good landing pages, good tools, etc. It doesn’t matter what you (or I) think.The only thing that matters? Results.

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You Can Include Presentation Title on All if DesiredRaising Change, July 2008

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This is a numbers game …… do the math

If you want your email to generate 10 gifts, then:

at least 1000 people need to receive your messageat least 200 people need to read (“open”) your email messageat least 30 people need to click on the link to the donation page

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You Can Include Presentation Title on All if DesiredRaising Change, July 2008

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It’s ALL ABOUT THE LIST

The only good ways to build a list are:

Bring your offline donors onlineConduct issue or advocacy campaignsFun stuff

Flash, quizzes, e-cards, contests, etc.Buying namesChaperone another organization’s list and have them do the same for youHave a disaster – crisis – news type thing

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You Can Include Presentation Title on All if DesiredRaising Change, July 2008

14Bring your offline donors onlineSend your donor online to make her gift

Ask for an e-mail address on printed formsPut an insert into acknowledgementsSend your donor online to buy tickets to an eventAppend your list

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You Can Include Presentation Title on All if DesiredRaising Change, July 2008

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Alum survey

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The Nation gave away an all- expense paid “day at the nation” to the person who told the most friends

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You Can Include Presentation Title on All if DesiredRaising Change, July 2008

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You Can Include Presentation Title on All if DesiredRaising Change, July 2008

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14,000 new names on e-mail list in 6 weeks

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You Can Include Presentation Title on All if DesiredRaising Change, July 2008

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Amnesty’s 700women120k signers50k new names

Petition/symbolic campaigns

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You Can Include Presentation Title on All if DesiredRaising Change, July 2008

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Victory Fund: I’m listening

150k views in 48 hours1 million+ views in a weekAdd 20k names to listCost NOTHING

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You Can Include Presentation Title on All if DesiredRaising Change, July 2008

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Three big things about e-mail

TimingCampaignsCreativity

(And everything in between)

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You Can Include Presentation Title on All if DesiredRaising Change, July 2008

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Timing

To be successful with email fundraising, you must send the right message to the right person at the right time.

If you take no other lesson from this workshop, remember this one:

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You Can Include Presentation Title on All if DesiredRaising Change, July 2008

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All kinds of timing opportunities

Campaign deadlines Time between engagement and askBad news & crisesOther people’s newsEventsBTW, best deadlines are real deadlines!

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You Can Include Presentation Title on All if DesiredRaising Change, July 2008

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Earthjustice “last chance” e- postcard for matching grant campaign (offline and online)

•About 7% of all gifts came in online

•Majority of gifts came in last day with this e-mailed postcard

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You Can Include Presentation Title on All if DesiredRaising Change, July 2008

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Campaigns

It’s the repetition!

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You Can Include Presentation Title on All if DesiredRaising Change, July 2008

27Planned Parenthood Spring Member Drive

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You Can Include Presentation Title on All if DesiredRaising Change, July 2008

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Typical schedule: Year-end

Week of:Nov 21: Thank you e-mailNov 28: Trib gift e-mailDec 19: Last chance/trib gifts, web site promoDec 29/30/31: Last Chance for tax gift e-mail, web site promo Jan 1: Follow up e-mail

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You Can Include Presentation Title on All if DesiredRaising Change, July 2008

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The easiest campaign of all

Send out the same message twice. Or three times.

Seriously!

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You Can Include Presentation Title on All if DesiredRaising Change, July 2008

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Creativity

There’s a lot of noise out there! You gotta be LOUD to be heard!

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You Can Include Presentation Title on All if DesiredRaising Change, July 2008

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You Can Include Presentation Title on All if DesiredRaising Change, July 2008

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Creativity: Tell a STORY

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You Can Include Presentation Title on All if DesiredRaising Change, July 2008

34Planned Parenthood’s I Am Emily X blog (lots of new/ younger donors)Campaign Elements:

5 campaign emails3 pledge fulfillment emailsI am Emily X blog & videoPledge-a-protester donations campaignWrite a note to clinic workers advo. CampaignVolunteer sign-ups driveAlso engaged through:

Google AdWordsMySpaceFacebookYouTubeBlogger outreach

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You Can Include Presentation Title on All if DesiredRaising Change, July 2008

35Alternet campaign – donate $10 (and your name will be listed as a citizen publisher in the book)

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You Can Include Presentation Title on All if DesiredRaising Change, July 2008

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You Can Include Presentation Title on All if DesiredRaising Change, July 2008

37Grist: membership campaigns

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You Can Include Presentation Title on All if DesiredRaising Change, July 2008

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…and everything else

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You Can Include Presentation Title on All if DesiredRaising Change, July 2008

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Integration!

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You Can Include Presentation Title on All if DesiredRaising Change, July 2008

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The internet people…

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You Can Include Presentation Title on All if DesiredRaising Change, July 2008

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The grassroots organizers

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You Can Include Presentation Title on All if DesiredRaising Change, July 2008

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The direct marketing people

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You Can Include Presentation Title on All if DesiredRaising Change, July 2008

43Here’s what a getting rid of silos means

EVERYONE has to think bigger/differently…Fundraisers become organizersOrganizers become marketersMarketers become fundraisers

More/lots of conference callsMore/lots of meetingsAmy’s job, position, title, co-workers all change

Vendors work together –closely and for real

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You Can Include Presentation Title on All if DesiredRaising Change, July 2008

44When you do it right, it turns out like this…

4 emailsOnline actionsOnline donationsVolunteeringBloggingFlickr photosYouTube portal

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You Can Include Presentation Title on All if DesiredRaising Change, July 2008

45Relevance

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Planned Parenthood E- Newsletter

Relevant! Relevant!

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You Can Include Presentation Title on All if DesiredRaising Change, July 2008

49You can no longer afford to be anything less than amazing.

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NOT amazing

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You Can Include Presentation Title on All if DesiredRaising Change, July 2008

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An open letter to the next president “Let’s talk about sex”

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Be real

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You Can Include Presentation Title on All if DesiredRaising Change, July 2008

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It’s ALL ABOUT THE DATA

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You Can Include Presentation Title on All if DesiredRaising Change, July 2008

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The data, continued…

Standard and internal org stuff

Open rate is the percent of people who opened the e-mail…not entirely accurate, but a good gauge. (This is a respectable open rate.)

Clicks are the percent of (uniques) recipients who clicked on a link, or, in this case, clicks to the donate page. Nice number here…

Conversion is the percent of people who visited the donation page who completed their donation. Response rate is based on total recipients.

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There’s a lot of data

Car dashboard –there’s a lot ofgauges. Which doyou pay attentionto?Online data dashboard. Pay attention to:

Open rates (trends)Click through ratesConversion rates

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You Can Include Presentation Title on All if DesiredRaising Change, July 2008

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Be persistent

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You Can Include Presentation Title on All if DesiredRaising Change, July 2008

58Is email dead?

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This is my book!www.emersonandchurch.comwww.amazon.com

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Contact Information

Madeline Stanionis(415) 786-1637

http://www.watershedcompany.com

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You Can Include Presentation Title on All if DesiredRaising Change, July 2008

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Victory Fund: Candidate Alert

Before…

After…Significantly higher opens, clicks, and donations