The Future of Online FundraisingWhat’s Now…What’s Next?

Matt Frazier, Founder and CEO, Pursuant

Online Fundraising is NOTabout technology!

The Harvard Initiative on Social Enterprise

estimates that up to 30% of all donations

will be raised online by the Year 2010.

% Internet Usage by Age

Email

Websites are Passive.Email is Active.

Benefits of EmailTargeted

MeasurableQuick

Two-wayViral

Cost EffectivePreferred

Benefits of Online Channel

Larger Gift SizesShorter Response Time

Shorter Fulfillment CycleNon-consumable

Narrative vs. Static

Direct Marketing 101

1.List2.Message3.Creative

The Development Cycle

AcquisitionCultivationSolicitationRecognition

NEVERNON

SYBUNT 6SYBUNT 5SYBUNT 4LYBUNT 3LYBUNT 2LYBUNT 1DONORANNUALMAJOR

PLANNED

Direct Address Update

Anatomy of an eSolicitation• Email• Pre-loader• Narrative Story• Segmented Appeal• Giving Page 1 – Pledge• Giving Page 2 – Payment• Giving Page 3 – Confirmation• Giving Page 4 – Thank You Page• Confirmation Email

BEST PRACTICES

Best Practice #1 - Tell compelling stories

“Transparency Builds Intimacy”

“The Power of Narrative”

Reveal in a Timeline

Emotional Connection is Key

Frame Value

Best Practice #2 - Get personal

“Show me you know me”

Database Variables(Name, College, Degree, Class Year, Organization)

Variable Narrators

Variable Images

Best Practice #3 – Remember they’re busy

Are you busy?

When is the best day to send an email? Is there a better time of day to ensure best

response?

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6SUNMONTUE Send #1 Resend #3WED Resend #1 Send #2THU Resend #2 Send #3FRISAT

Campaign Delivery Strategy

Best Practice #4 - Always segment your audience

eSolicitations with multiple options, do not perform well

When given multiple options, people tend to choose none.

Be audience specific

Use segmented language

Segmented narrators

Segmented giving amounts

Email 2

Email 1

Email 3

Flashcollege 5

Flashcollege 4

Flashcollege 6

Flashcollege 2

Flashcollege 1

Flashcollege 3

non

lap

cur

Appeal narrator 1

Appeal narrator 2

Appeal narrator 3

<30

30-50

>50

Past | <30

Giving | 30-50

Spec | > 50

Giving | <30

Level | 30-50

Spec | >50

$50

$125

$250

Data specific

Data specific

Data specific

Data specific

Data specific

Data specific

Basicsegments

Age segmentation

Variable Narrators

Custom Giving Forms

Affinity group / variable

story

Multiple email /

campaign style

Best Practice #5 - Remove barriers to giving

COMMON BARRIERS:

Too many options

Third party processors

Internet Whiplash

Rigid Forms

Trust: SSL Security

Shopping Carts

Registration Requirements

An Integrated Online Approach

Campaign Micro-site: http://imaginerhodes.com/

Direct Mail

@Email

$$

Rhodes College

Rhodes College

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PURL Strategy

PURL Strategy

PURL Strategy

PURL Strategy

Results: what should you expect?

Major and Planned Giving

EMAIL

CD-ROM

1250

12502500

50050

15

ANIMATED CAMPAIGN STORY

STARTOPEN FINISH SURVEY

What if you knew everything?

Propensity and Interest!

100K 50K

40K

20K

D

12K

C

8K

B

4K

A

20K

Behavioral Data

Wealth Data Consumer Data

Questions