nic prenger, ceo prenger solutions group€¦ · build great landing pages fix your donation forms...
TRANSCRIPT
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Digital Fundraising Strategies That Work
Nic Prenger, CEOPrenger Solutions Group
Operational Vitality
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Generational shift
GenX
Greatest GenerationBaby Boomers
Millenials
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Gen Xers are coming into philanthropy
GenXers and Millennials give to more causes
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Organizational support by age group
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57
109
194
310
232216
85
50
50
100
150
200
250
300
350
$0
$50,000
$100,000
$150,000
$200,000
$250,000
$300,000
$350,000
$400,000
$450,000
$500,000
20s 30s 40s 50s 60s 70s 80s 90s 100+
Total Age group giving
Donors
National trends
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51% of people who respond to direct mail make their gift online
In the past year, mobile giving has increased 205%
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57% of all Internet traffic is now through mobile devices
59% of donors over 66have given online
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82% of Baby Boomers have a social media account
Clean up your database
Fix your processes
Move from mail to email
Use video to tell stories
Engage on social media
Build great landing pages
Fix your donation forms
A/B test everything
Increase conversions
Not just this
All of this
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Consolidate your databases
Strategy #1
Database Email list Booster club
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Database
Email list
Booster club
Database
Email list
Booster club
Event registrations
Address corrections
Gifts
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Database
Email list
Booster club
Event registrations
Address corrections
Gifts
Email appeals
Direct mail appeals
Thank-yous
Use your data!
Strategy #2
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The ideal solicitation
message
To: [email protected]: Kuemper High School
Dear Nic,
Thank you again for your gift of $200 to last year’s annual appeal!
A lot has changed at Kuemper since you graduated in 1999….
Would you consider a gift of $250 to help us continue to expand our campus ministry program?
www.donate.Kuemper.org
8 data fields
The ideal solicitation
message
To: [email protected]: Kuemper High School
Dear Nic,
Thank you again for your gift of $200 to last year’s annual appeal!
A lot has changed at Kuemper since you graduated in 1999….
Would you consider a gift of $250 to help us continue to expand our campus ministry program?
www.donate.Kuemper.org
8 data fields
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The ideal solicitation
message
To: [email protected]: Kuemper High School
Dear Mr. and Mrs. Holly and Nic Prenger,
Kuemper is a great place.
Would you consider a gift to help us on this year’s appeal?
Please mail a check to our office at:123 Main Street
1 data field
No personalized ask
No link to donate online
Make email acquisition
a top priority
Strategy #3
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$589
$597
$716
Fewer than 30% of emails
Between 30 - 70% of emails
Greater than 70% of emails
How many parishioner emails do you have on file?
Avg household giving
21% more!
$187
$244 $229
$279 $289 $246
$204 $178
$139
$495 $496 $499
$599 $635
$504
$642 $637
$365
$0
$100
$200
$300
$400
$500
$600
$700
20s 30s 40s 50s 60s 70s 80s 90s 100s
Email on file
No Email on file
Appeal donors with/without emails on file
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Email addresses let you send donors to
personalizeddonation pages
Give.school.orgAppeal.school.orgDonate.school.org
Donations buttons based on the donor’s capacity
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Emails are what allow you to target your
potential donors on Facebook
Best email acquisition ideas
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Online quizzes & contests
• Promote for 1-2 weeks
• Announce & tag winners on social media
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To receive your diploma (new grads)To sign up to volunteerTo register for conference timesTo get photo from grandparent’s dayTo purchase mulligans at golf outingTo bid on auction items at gala event
Digital activity passes
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Send a fundraising
reminder email 10
minutes before
student pick-up
Fundraising Hack
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Send a fundraising
reminder email 10
minutes before
student pick-up
Fundraising Hack
Put the spotlight on your alumni
Strategy #4
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Featured alumni strategy• Shareable videos• 1-2 alumni per month• Build goodwill• Build followers• Build great content • Capture emails• Expand your database
Gala events are going digital
Strategy #5
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10,000 alumni
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New York
Jane, I’m at the Kuemper Ball and we’re doing a
digital blitz. Donate $10 before midnight and they’ll
put your name up on the screen! You can give at www.kuemper.org/blitz
ClassmatesFriends ParentsChildrenSiblings
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Fix your donation pages
Strategy #6
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Participate in NCEA Day of Giving
Strategy #7
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