Post on 05-Aug-2020
ONLINE FUNDRAISING Raising Funds More Effectively
The Salvation Army National CRD Conference
Presenters:
Cathy Rosander-Montalvo Director of Digital Fundraising Services
The Salvation Army, National Headquarters
Katie Damico
Online Services Manager/Senior Designer TrueSense Marketing
Danny Scalisi Founder/EVP Sales and Market Development
MobileCause
Suzanne Joiner Director of Direct Response and Donor Services
The Salvation Army Metropolitan Division
The Salvation Army National CRD Conference
Topics for Today’s Workshop
• Four quick tips from NHQ • Raising funds more effectively
• TrueSense Marketing • Starting Points and Best Practices for Your
Online Fundraising Toolkit • MobileCause
• Moving Well Beyond Text-to-Give • Suzanne Joiner
• Mobile Marketing Examples
The Salvation Army National CRD Conference
Raising (Online) Funds More Effectively --Quick Tips from NHQ
The Salvation Army National CRD Conference
Tip # 1 – Plan out your Email Calendar • NHQ Online Red Kettle Example (applies to other email campaigns)
• Retention & engagement emails • Call to action, targeted group, subject line
The Salvation Army National CRD Conference
Tip # 2 - Nurture Recurring Gift Donors
• Recurring gifts are only 2-3% of all online donations for TSA • Benchmark study (of top 50 NPOs): 16%
• Average recurring gift donor worth $500/yr.
• Regular query on credit cards about to expire
• Courtesy call for top donors, email for others to call local office with an update
• Encourage recurring gifts in emails pointing to donation form
• Target those who give $20 or more/mo., raise the bar
• List impact per dollars donated (for just $20 more per month, you can provide…..)
The Salvation Army National CRD Conference
Tip # 3 – Improve Email Design
and Add Info Graphics
Infographics: http://www.onlineredkettle.org/12-ways
The Salvation Army National CRD Conference
Tip # 4 – Improve Email Design and Impact Message
Online Fundraising –
Raising Funds in a More Effective Manner
Starting Points and Best Practices
For Your Online Fundraising Toolkit
Email More!
Integrated Marketing!
Email Less!
Multi-Channel Communication!
Mobile Devices!
Website Usability!
Social Media!
List Churn!
Make a Plan That Fits Your Needs
Make ―Multichannel‖ Meaningful
Social Media — Website — Email
19
Make Email Work For You
21
FY12 FY13
EngagementEmails
Fundraising Emails
289%
increase!
Disaster Fundraising – Follow Your Donor’s Lead
26
Gifts ToDisasterArea
Gifts ToStay Local
21%
79%
Getting Support from Vendor Partnerships
Strategy Creative Direction
Technical Execution and
Support
Reporting and Analytics
Research on Industry Trends
Social Media
Website
• Build an online fundraising plan that fits your unique goals, expectations and resources
• Use the strengths of social media, email, and your website together to educate, motivate and encourage donor participation
• Don’t be afraid of increased email frequency
• Let donors choose to raise funds for emergency needs as well as local programs
• Find vendor partners to help you expand your program and meet future goals
Thank You!
Katie Damico
Online Services Manager/Senior Designer
TrueSense Marketing
www.TrueSense.com
The Salvation Army National CRD Conference
Q & A
Moving Well Beyond Text 2 Give
For this presentation: Text RESONATE to 51555
On phone: 50% of email opened 61% own smartphone* 65% of social media 99% SMS open rate
91% smartphone users Millennial to outspend Baby Boomers
Mobile & Generation Tipping Point
2011
2012
2013
2014
2016+
Mobile Phones outnumber PC
31% web access from
mobile phone
25% of email opened on
phone
* Mobile web eclipses PC web
We now live in a
‘Mobile First’ world
So What Is Deal With Millennial?
o 1/3rd of US Population
o Hate getting calls or email – only text
o 83% give and 84% of them online
o In a few years will outspend Baby Boomers
o Want to be cultivated
o Most active volunteer generation
MYTH: Older generations don’t text
o 2nd fastest growing texting demographic is 30-55 year olds o They give 2X as much as millennial
I Tried Text2Give – Now What? o Time to cultivate and develop mobile relationship
o Move to gifts of any size over mobile
o Grow your mobile base
HOW:
o Regular mobile messaging
o Cultivate into donors over mobile of gifts of any size
o Empower volunteers to help
Mobile Pledging Credit/Debit Card Donations
Mobile Marketing 99% Open Rates
Social Giving Peer to Peer giving
Online Giving 5 minute set up for CC
Donation
Smart Data Validate Mobile Numbers
Append donor data
Complete Mobile Solution Mobile Marketing, Fundraising and Database tools
Co
nfi
den
tial
/Do
no
t d
istr
ibu
te
Donations of Any Size
Three ways to opt to pledge:
o Text Keyword
o Website widget
o List Import & Solicit
o Donor receives SMS w/link
o Donor fulfills on optimized form
o Reminder messages/calls to unfilled
o Donor can share through social
Mobile Pledging Growth
Statistic 2011 2012 2013
Average Gift $23 $73 $167
Largest Gift $1,000 $10,000 $25,000
# of $1000 gift 1 @ $1,000 10 @ $1,000 250 @ $1,000
Fulfillment Rates 65% 75% 85%
Avg Campaign $1,800 $4,500 $12,500
Text to Give on the Other Hand:
o $10 gift o Less than 60% fulfillment rate
Co
nfi
den
tial
/Do
no
t d
istr
ibu
te
Mobile Recurring Donations
Configurable One time/Recurring Donations
Donor text reminders on recurring gifts
Custom Fields
Automatic Receipts
Works on Device
0% transaction fees
Co
nfi
den
tial
/Do
no
t d
istr
ibu
te
Pledging vs. Web Form Features Mobile Pledging Web Forms
Function Proactive fundraising, Engagement
Destination
SMS opt in YES NO
List import and SMS solicit YES NO
Reminder messages YES NO
Call Center Add-on option n/a
Abandon rates n/a Up to 70%*
Fulfillment Rates 85% See abandon rates
Its an ‘AND’ not an ‘EITHER/OR’
Co
nfi
den
tial
/Do
no
t d
istr
ibu
te
Is Mobile Marketing?
o Successful fundraising requires good marketing
o Good marketing requires good data
o Good marketing is long term commitment
Co
nfi
den
tial
/Do
no
t d
istr
ibu
te
Success in three easy steps
Follow three-step best practice
Work with agency/MC rep
Set up campaign and focus on marketing
Co
nfi
den
tial
/Do
no
t d
istr
ibu
te
Step 1 - Solicit a List
Import your List
ID mobile numbers
Begin messaging and solicit
Co
nfi
den
tial
/Do
no
t d
istr
ibu
te
Step 2 - Pledging at Luncheon
Message List before, during, after
Make ask with Thermometer
Collect donations of any size
Co
nfi
den
tial
/Do
no
t d
istr
ibu
te
Step 3 - Market your keywords
Collect mobile numbers
Market on social media
Get volunteers involved
Co
nfi
den
tial
/Do
no
t d
istr
ibu
te
TSA Examples - Marketing
Co
nfi
den
tial
/Do
no
t d
istr
ibu
te
TSA Examples - Pledging The Salvation Army of Philadelphia Text SANDY to 41444
Goal: $2000 Default amount: $25
Marketing: Radio, Social Media
Results:
o Raised $2390
o Per donor average > $30
o 149 New mobile list members
o 82 New donors
WITH:
o NO reminder messages
o NO help from us
4X the avg. Corp in a
year in one campaign
Co
nfi
den
tial
/Do
no
t d
istr
ibu
te
TSA Examples - Social
Co
nfi
den
tial
/Do
no
t d
istr
ibu
te
General Market Results
Features Outcome
Messaging 99% Open rate
List Opt Out Less and 2%
List Solicitation
Average campaign $3,000-$10,000
Average gift $107
Conversion 7-12%
Event pledging (luncheon)
Average Campaign $12,000-$50,000 ($300,000 highest)
Average gift $167
Conversion 20-35%
Co
nfi
den
tial
/Do
no
t d
istr
ibu
te
THANK YOU!
For this presentation: Text RESONATE to 51555
For donation thank you video: Text THX to 51555
The Salvation Army National CRD Conference
Q & A
The Salvation Army National CRD Conference
Mobile Marketing
The Salvation Army National CRD Conference
Mobile Marketing
Then…………………………………………..and…………………………………….Now
The Salvation Army National CRD Conference
Mobile Marketing
Mobile Marketing is a set of practices that enables organizations to communicate and engage with their
audience in an interactive and relevant manner through and with any mobile device or network. -Mobile Marketing Association (MMA)
• Not just traditional Text-to-Give it is a communication and
engagement strategy that is always changing. • Phones – smart and not so smart • Tablets • Search • Display • Apps • Email
The Salvation Army National CRD Conference
Current Environment
25% of traffic to www.salarmychicago.org comes from phones and; 10% from tablets.
2008 2013
Notes: • Difficult to predict the speed at which the technology and adoption will grow • Stay informed as to how your audience is performing and their preference. • You must be in the game and you must be able to serve your donors, clients and key stakeholders
in the way which they are most comfortable.
The Salvation Army National CRD Conference
Benefits
Engagement/Retention Unique audiences
Urgent actions needed/mobilization Events/Onsite actions (On-the-go)
Location based marketing Donation immediately when heart is
persuaded
The Salvation Army National CRD Conference
Barriers
Measurement
Cost - $ and time
Lengthy conversion
The Salvation Army National CRD Conference
Audience
The first thing you want to do is define your audience (s).
• Is technology part of their every day life?
• What type of technology do they have access to?
• How do they use that technology?
• What action do you want them to take?
• Is your audience typically in an office during the day or are they more mobile?
The Salvation Army National CRD Conference
Message
1. Easy
2. Repetitive promotion through multiple channels
3. Fun and/or urgency
4. Use PR if you can get it.
5. Document lessons learn and try something new
Metro Subscribers Salvation Army Alerts 365 KROC Center Alerts 273 Daily Motivational Quotes 348 Job Alerts 629 Disasters 12 Thrift Stores 106 Red Kettle Campaign 81 Donut Day 29 Corps 16
The Salvation Army National CRD Conference
Q & A