using e-mail to raise money · e-mail marketing 2. web site donations 3. friends asking friends...

Using e-mailto raise money

presented by

Marcelo Iñarra Iraeguiand Nick Allen

International Fundraising Conference, October 2005

“Rules” for this session

• There are no stupid questions • Ask if you do not understand• Share your experiences so we can

learn from each other

“Rules” for this session

Some basic Spanish: Por favor, de nuevo!!

Muy bueno!

1990…

This is Madeline, organizing for national health care in California in 1990…

Legislation being signed into law!

She needed all these tools: phone, rolodex, lists, envelopes, doors, rallies, press…

2005…

This is Madeline organizing in 2005…

Legislation being signed into law!

ANDShe still needs phone, rolodex, lists, envelopes, doors, rallies, press…

She needs e-mail, Web, SMS text messaging,

Online fundraising methods

1. E-mail marketing2. Web site donations3. Friends asking friends personal

pages4. Banner advertising5. Corporate sponsorships6. Click to give (thehungersite.org)7. Auctions, eBay, etc.

E-mail, not Web, raises money*

Don’t wait for your supporters to go to your Web site -- send them e-mailsE-mail sends users to specific action page to donate, take action, sign up for eventCheap, fast, on demand*Exceptions: tsunami, earthquake, Katrina

What’s required to raise money with e-mail

1. Compelling cause2. Existing or potential constituency3. A large e-mail list4. Online donation processing 5. Stream of interesting, useful e-mail

messages6. Frequent e-mail appeals (and calendar)7. A clear, urgent reason to give8. Persistence, repetition

Monthly messaging calendar

Integrate action, advocacy, and fundraising

Activists donateDonors take actionThe more they are active, the more they donateThe more e-mail they receive, the more they feel like “members” of your NGO

The e-mail appeal

Ask in stand-alone messagesAsk several times in a seriesUse urgency, deadlinesTake advantage of news, eventsWhy did you give? “Because I was asked.”

The action (and name capture)

Tell a friend (viral)

Offline activity (at stores)

Don’t be afraid to ask (when you are HOT)Humane Society of the U.S. – E-mail #1

Day after Katrina380,000 recipients$770,000 raised3.64% response$55 average

HSUS – E-mail appeal #2 (3 days out)

Donor segment• 41,000 recipients• $5,602• 0.18% response• $77 average

Non-donor segment• 361,000 recipients• $336,000• 1.51% response• $62 average

HSUS – E-mail #3 (10 days out)

Donor segment• 119,000 recipients• $190,000 raised• 1.74% response• $92 average

Non-donors• 360,000 recipients• $306,000• 1.38% response• $61 average

Web site home page “hijack”(Online donations: $20 million)