dmanf digital day chicago - digital 101
TRANSCRIPT
SETTING THE STAGE
Who We Are:Michael Hoffman, See3
Katy Jordan, CDR Fundraising Group
Heather Marsh, ABD Direct
SETTING THE STAGE
❏What is Digital Fundraising❏Supporter Engagement❏Email Strategy❏Website Best Practices❏Testing & Optimization❏Integration
WHAT IS DIGITAL FUNDRAISING?
Components❏Website❏Email❏Social Media❏Peer to Peer❏Events❏Personal Fundraising
❏E-Commerce❏Digital Advertising❏Text❏Video❏Event Registration
WHAT IS DIGITAL FUNDRAISING?
Types of Functionality❏Host a website❏Send email❏Process credit cards online❏Maintain a database of contact info and actions❏Purchase items❏Membership
❏Event registrations
❏Advocacy
❏Survey/poll
❏Evaluate metrics
❏Run tests
❏Process Donations
❏Engage/Interact
WHAT IS DIGITAL FUNDRAISING?
Types of Tools❏eCRM
❏CMS
❏Data/Analytics
❏QC
❏Ad Platforms
❏Social Networks
WHAT IS DIGITAL FUNDRAISING?
eCRMS❏Blackbaud/Convio
❏Salsa
❏Salesforce
❏Engaging Networks
❏NationBuilder
CMS❏Drupal
❏Joomla
❏WordPress
❏Luminate CMS
❏Custom solutions
Specialty toolsCvent, Razoo, WildApricot, Shopify, and on and on…
WHAT IS DIGITAL FUNDRAISING?
Data/Analytics❏Google Analytics
❏eCommerce challeges
❏A/B/V Testing Tools
❏Optimizely
❏Google Experiments
❏CRM Reports
QC❏BrowserStack
❏Litmus
❏Email on Acid
TIP: Google Experiments is
free, but this is a case of you get
what you pay for. When you’re
serious about testing, upgrade
to a service like Optimizely.
RIGHT MESSAGE, RIGHT TIME, RIGHT PERSON
You Can’t Talk to Everyone About Everything
Know your audience●Who are they?
●What will they respond to?●You can not speak to everyone all at once.
●Are there times of the year that are ripe for a conversation?
AUDIENCE PERSONAS
● Fictional profiles of the people you want to reach
● Help you understand the people you want to
take action on your behalf
● Make it easier for you to develop and target your
content
TYPICAL AUDIENCE PERSONAS
Who are you trying to reach?
● Prospective/current donors
● Volunteers
● Peer-to-peer fundraisers
● Lawmakers
● Activists
YOUR DIGITAL PRESENCE IS MORE THAN YOUR WEBSITE
● All digital channels should work together
● Email is still the primary revenue driver
● Understand how supporters/constituents are finding you
● Social is still not a fundraising platform, it’s about engagement
WHAT IS UNIQUE ABOUT YOU?
● Are there events in the media that relate to your organization?
● Calendar events and holidays - be opportunistic!
● Are there opportunities to cross promote with your organization?
● Be timely, relevant and flexible!
LADDER OF ENGAGEMENTAlways ask for another action
eSign up Follow Us Send a Message
Take Action
TIP: Encourage Social
Sharing at every step to
drive ripple effect support
and revenue!
COMMON CHALLENGESDecisions About Options, Limitations, and ROI:● Staffing: Build in-house vs outsource?● Platforms: How to outmaneuver your system?
How to data sync your systems?● Investments: Acquisition? Channel? System
Upgrades? ● Customer service: Fulfillment, donor service,
acknowledgement
MAGIC FORMULA
Audience + Offer + Messaging○ID Key Audiences on your file
○Develop relevant offers to engage them
○Create appropriate messaging
○Timing | Tone | Copy | Creative
WEBSITE BEST PRACTICES
Homepage OpportunitiesUse your real estate wisely
Advanced TacticsLightboxes
Responsive Design
Intercepts
HOMEPAGE REAL ESTATERecommended Items:● 5-10 second statement about the charity● Emotion-generating imagery● Prominent email signup● Prominent donation call to action● Any third party endorsements (Guidestar, Charity Navigator,
etc.)● Information on how donations are spent or a link to it● Engagement opportunities (share, tell us, act)● Section for constantly-changing content
● Link to privacy policy
● Contact and 501 (c)(3) information
HOMEPAGE REAL ESTATE
Global NavigationPrimary Nav:●Email sign-up
●Donation (general donation)
●Ways to give, FAQ’s about donations
●Shop/eCommerce
●Action – engagement opps such as volunteering, personal fundraising, advocacy
●Event calendar (if applicable)
HOMEPAGE REAL ESTATE
Global NavigationSecondary nav:●Mission statement
●Links to social media
●Postal address & phone number
●Privacy Policy
●Contact Us
TYPES OF MESSAGES
● Appeals
● Action Alerts
● Event Invitations
● E-News
● Cultivation/Engagement
● Specialized Messaging
● Acknowledgements
EMAIL MESSAGE COMPONENTS● From line
● Subject Line
● Reply address
● Images/Video
● Call to Action
● Landing Page
● Auto-responder
AUDIENCE SEGMENTATION
● Non-donors○ Prospects○ Activists○ Event attendees
● Donors○ Low Dollar○ Mid-High Dollar○ Sustainers○ Lapsed
TIP: There can be some
overlap between
segments - especially
activists and event
participants
● Responders
● Chronic Non-
responders
CONVERSION – LANDING PAGE
Visitors sent to the splash page were 47% more likely to donate and had an average gift $69 higher than visitors sent straight to the donation form
▪ A/B Test: Control image only vs. Variant w/embedded form
▪ Site-wide implementation vs. selected pages
▪ Responsive form
CONVERSION OPTIMIZATION TESTING
DEVELOP YOUR OWN BEST PRACTICES
To increase...Engagement
Revenue
Conversions/Responses
Average gift
Sustainer Joins
TIP: Prioritize tests
based on your org’s
goals and ideal
outcomes
OMNI-CHANNEL
Needs & Challenges●Clean and Synchronized Data
●Coordinated Messaging
●Donor view vs. Channel view
●Holistic Campaign Review
●Attribution
DATA APPENDS/HYGIENE
DM
OnlineTM
❏Append or Request Email, Mail, and/or Phone Data to Donors and Prospects to Allow for Multiple Communications Pathways❏Make sure to have processes in place for timely communication
RENEWALS/LAPSED RECAPTURE
DM
OnlineTM
❏Plan Renewal and Lapsed Recapture Campaigns to Target Based on Cost and Donor Responsiveness❏Start with “low hanging fruit” to improve cost-effectiveness
ACTIVISTS
TM
DM Online
❏Drop Activists into Telemarketing Campaign for Immediate Conversion❏Communicate with supporters in every available channel
DRTV
TM
DM Online
❏A truly integrated approach❏Prepare for each type of interaction ❏Use every channel at your disposal
eTV
THE INNOVATION CONTINUUM
Operational Improvement Technology Improved
Technology Innovation
True Innovation
Small Changes
Low Risk
Low Reward
Low Resistance Factor
Easy to do
Easy to Identify
Radical Changes
High Risk
High Reward
High Resistance Factor
Hard to do
Hard to Identify
Digital Fundraising
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