5 Proven Strategies for Taking Positive Next Steps with Online Visitors and Boosting Donor...

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Leading experts (Mike Snusz & Andrew Shoaff) have come together to share fundraising ideas, best practices and years of experience in helping nonprofits boost donor acquisition. Download the eBook and be sure to put their ideas into practice! This presentation will give you insight into how to optimize your nonprofit webstie and donation form, execute an email cultivation and welcome series, segment your constituents and ready your organization for the mobile revolution. https://www.blackbaud.com/nonprofit-resources/npexperts/donor-acquisition

Transcript of 5 Proven Strategies for Taking Positive Next Steps with Online Visitors and Boosting Donor...

  • #npEXPERTS | www.blackbaud.com/npexperts#npEXPERTS | www.blackbaud.com/npexperts 5 Proven Strategies for Taking Positive Next Steps with Online Visitors Cupids Arrow: Thoughtful Engagement to Acquire Donors www.blackbaud.com/npexperts
  • #npEXPERTS | www.blackbaud.com/npexperts 2 Meet the #npEXPERTS
  • #npEXPERTS | www.blackbaud.com/npexperts 3 #npEXPERTS Andrew Shoaff Manager Go! Program, Blackbaud Former non-profit CFO Andrew.Shoaff@blackbaud.com Mike Snusz Sr. Consultant, Blackbaud 11 years & millions raised for nonprofits Mike.Snusz@blackbaud.com
  • #npEXPERTS | www.blackbaud.com/npexperts Why is Engagement important?
  • #npEXPERTS | www.blackbaud.com/npexperts 5#npEXPERTS | www.blackbaud.com/npexperts AFP FEP Study, 2013 Nearly 6 out of every 10 donors from the previous year DID NOT renew by years end.
  • #npEXPERTS | www.blackbaud.com/npexperts 6 1. No memory of ever supporting 2. Did not feel connected to the organization 3. Not asked to give again 4. Other causes are more deserving 5. Never heard how donation was used Key Reasons for Leaving
  • #npEXPERTS | www.blackbaud.com/npexperts All reasons connected to communications.
  • #npEXPERTS | www.blackbaud.com/npexperts 8#npEXPERTS | www.blackbaud.com/npexperts A 10% change in retention can increase the life time value of a donor base up to 200%.
  • #npEXPERTS | www.blackbaud.com/npexperts 9 Discussion Topics 1. Where to begin - acquisition and Welcome Series 2. Segmentation and talking to your audience 3. Testing and knowing what works 4. Multichannel and social engagement 5. The importance of mobile
  • #npEXPERTS | www.blackbaud.com/npexperts 10 Engaging First Impressions
  • #npEXPERTS | www.blackbaud.com/npexperts 11 Engaging First Impressions
  • #npEXPERTS | www.blackbaud.com/npexperts 12 Engaging First Impressions
  • #npEXPERTS | www.blackbaud.com/npexperts 13 Usability Testing
  • #npEXPERTS | www.blackbaud.com/npexperts 14 Usability Testing
  • #npEXPERTS | www.blackbaud.com/npexperts 15 0% 10% 20% 30% 40% 50% 60% 1 month 2 to 3 months 4 to 6 months 7 to 12 months Year 2 Year 3 EmailOpenRate Time on Housefile Relevance Curve The honeymoon period for new subscribers is greatest in first 30 days. Engage Thoughtfully From Day One
  • #npEXPERTS | www.blackbaud.com/npexperts 16#npEXPERTS | www.blackbaud.com/npexperts More than 1/3 of orgs didnt send an email in the first 30 days.
  • #npEXPERTS | www.blackbaud.com/npexperts 17 Put out the Welcome Mat Multi-part campaign Targeted & automated Trigger based
  • #npEXPERTS | www.blackbaud.com/npexperts 18 Action +7 Days Action +14 Days Action +21 Days Thank you & Orientation Ask for support/ value-proposition Welcome Series Anatomy Get involved & update profile
  • #npEXPERTS | www.blackbaud.com/npexperts 19
  • #npEXPERTS | www.blackbaud.com/npexperts Segmentation
  • #npEXPERTS | www.blackbaud.com/npexperts 21 Constituent-wide emails (Enews, event invites, appeals) Email Calendar Planning (Typical) Constituent-wide emails (Enews, event invites, appeals)
  • #npEXPERTS | www.blackbaud.com/npexperts 22 Constituent-wide emails (Enews, event invites, appeals) Email Calendar Planning (Typical) Segment (donors, event attendees, volunteers, interests) Constituent-wide emails (Enews, event invites, appeals)
  • #npEXPERTS | www.blackbaud.com/npexperts 23 Constituent-wide emails (Enews, event invites, appeals) Email Calendar Planning (Typical) Segment (donors, event attendees, volunteers, interests) Constituent-wide emails (Enews, event invites, appeals) Segment Constituent-wide emails (Enews, event invites, appeals)
  • #npEXPERTS | www.blackbaud.com/npexperts 24
  • #npEXPERTS | www.blackbaud.com/npexperts 25 Rethink Your Email Plan Segments Donor (Repeat, Sustainer, New, Lapsed) Event (Top Fundraisers, Captains, Attendees) Volunteers Interests Subscribers Constituent- wide email
  • #npEXPERTS | www.blackbaud.com/npexperts 26 Mentors
  • #npEXPERTS | www.blackbaud.com/npexperts 27 Alumni
  • #npEXPERTS | www.blackbaud.com/npexperts Testing
  • #npEXPERTS | www.blackbaud.com/npexperts Obama Campaign! Online ! Testing! *From Kyle Rushs Win Through Optimization & Testing. http://slid.es/ kylerush/landing-page-optimization
  • #npEXPERTS | www.blackbaud.com/npexperts 19% higher conversions Ran 500 online tests" Raised $690 million" Biggest impact:"1. Content " " " " "2. Images" Obama Campaign! Online ! Testing! *From Kyle Rushs Win Through Optimization & Testing. http://slid.es/ kylerush/landing-page-optimization
  • #npEXPERTS | www.blackbaud.com/npexperts 31#npEXPERTS | www.blackbaud.com/npexperts Top Email Programs *Sources: 2011 MarketingSherpa Email Marketing Benchmark Survey 2011 Gleanster survey on Email Marketing 82% test and measure everything email testing is their top value driver.
  • #npEXPERTS | www.blackbaud.com/npexperts 32 Which Subject Line Test Won? 1. Why back-to-school means more to you 2. 25 8th Graders Need Your Help 3. You can ensure that more students get a chance 4. Give them the chance that was given to you.
  • #npEXPERTS | www.blackbaud.com/npexperts 33 Which Subject Line Test Won? 1. Why back-to-school means more to you 2. 25 8th Graders Need Your Help 3. You can ensure that more students get a chance 4. Give them the chance that was given to you. Conversion Rate: 2x Higher
  • #npEXPERTS | www.blackbaud.com/npexperts Social Media
  • #npEXPERTS | www.blackbaud.com/npexperts 35#npEXPERTS | www.blackbaud.com/npexperts *Source: Georgetown University/Waggener Edstrom Digital Persuasion study 55% who engaged with a charity via social media were inspired to take further action, like donating and voluneering.
  • #npEXPERTS | www.blackbaud.com/npexperts Declining Facebook! Organic Reach!
  • #npEXPERTS | www.blackbaud.com/npexperts 16% reach - 2012" 12% reach - Oct. 2013" 6% reach - Feb. 2014" 1%-2% - Future Predictions" Declining Facebook! Organic Reach! Source: Ad Age
  • #npEXPERTS | www.blackbaud.com/npexperts 38 Likely Will Need To Pay to Play Continue reaching fans by using Facebook ads and promoted posts
  • #npEXPERTS | www.blackbaud.com/npexperts 39 Deploying Social Ambassadors
  • #npEXPERTS | www.blackbaud.com/npexperts 40 Google Alerts
  • #npEXPERTS | www.blackbaud.com/npexperts 41 Google Alerts Opportunity to contribute to conversations and curate content
  • #npEXPERTS | www.blackbaud.com/npexperts 42 80/20 Rule
  • #npEXPERTS | www.blackbaud.com/npexperts Mobile
  • #npEXPERTS | www.blackbaud.com/npexperts 44#npEXPERTS | www.blackbaud.com/npexperts Source: Litmus 51% of all emails are opened on mobile devices.
  • #npEXPERTS | www.blackbaud.com/npexperts 45 Your Inbox: Cluttered & Competitive MOBILE DEVICE
  • #npEXPERTS | www.blackbaud.com/npexperts 46 Email Mobile-Rendering
  • #npEXPERTS | www.blackbaud.com/npexperts 47 Email Mobile-Rendering iPhone Android
  • #npEXPERTS | www.blackbaud.com/npexperts 48