Fundraising, Advancement, and Marketing Mash-up Chris Thomas Chief Innovation Officer Sierra Club @cxthom

Jen Jurgen Associate Director of Operations, University Relations Wesleyan University

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Who we are. What we do. How we do it.

Global Force for Good

Two Organizations

Salesforce Foundation Salesforce.or

g

Product Development & Distribution

Programs & Grants

One Model 1% Product 1% Equity 1% Time

Pledge 1%

10 Free Licenses

Deep Discounts

Two Product

Discounts

Three Areas of

Reinvestment Innovation Community Grants

Six Nonprofit Solutions

Fundraising Programs Engagement

Marketing Big Data Platform

Two Social

Sectors Nonprofit Higher Ed

$85M+ Grants

920K+ Hours

25K+ Customers

$350M+

Donated Product

Celebrating 16 Years of Giving Back

1-1-1 Model Adopted by

$85M+ Grants

1% Equity

25K+ Nonprofits & Higher Ed

1% Product

Sharethemodel.org

920K+ Service Hours

1% Time

Marketing Donors

Partners Advocates Community Employees

Board

Community

Clients Volunteers

HR ERP Payroll

The Connected Nonprofit

Analytics

System of Record

System of Intelligence

System of Engagement

Program Management Fundraising

Analytics

Market

Recruitment

Engage

GL Housing HCM SIS LMS Degree Audit

Financial Aid

Meal Plans

Payroll

Student Success

Analytics

Advancement

Prospects

Donors Faculty & Staff

Parents Corporations

Students

Alumni

The Connected Campus

System of Record

System of Intelligence

System of Engagement

Sierra Club Innovation Program Chris Thomas, Chief Innovation Officer, @cxthom

Goals – Presentation Overview

Create a multiverse of engagement possibilities

Organize your user’s experiences

Technology implementation

1 2 3

Very few constituents have “cross-pollenated” into other

forms of support to the organization

Sierra Club Online Program •  2.4m Members and Supporters •  300m emails/year •  $5m online fundraising •  620,000 online action takers •  9m web visitors •  160,000 AddUp users (since March)

Problems We're Solving •  Many opportunities to engage, low cross-pollenization

•  Lack of context

•  Unfulfiled fundraising potential

•  Lack cohesive user experience

•  Opportunity to optimze conversion

Description here. Container resizes as needed.

Multiverse of Engagement Possibilities

Online Activist Journey

Rollout

Fundraising, Advancement, & Marketing Mash-up Jen Jurgen Associate Director of Operations, University Relations Wesleyan University Middletown, Connecticut

Best practices are those practices that generally

produce the best results or minimize risk.

- Chad White (Email Marketing Rules)

Goals – Presentation Overview

Onboarding and Developing Best

Practices

Success of Wesleyan’s #GivingTuesday

Campaign

Q & A

1 2 3

Onboarding and Developing Best Practices •  Our Approach – our constituent base does not change and we can’t lose them

•  Use of data extensions (using data from fundraising database)

•  Creating basic templates •  Strategic use of FROM, SUBJECT lines and planning timing of send

•  Learning when and how to use segmentation, A/B testing, dynamic content

•  Assigning a group of emails to a campaign for ease in reporting

•  Preview/Testing and approval process

Wesleyan’s #GivingTuesday Campaign – 12/2/14 Goal = 1,000 gifts

Using a global movement to market our cause Series of 9 emails: •  Introduce #GivingTuesday starting two weeks

prior •  Feature recognizable spokesperson (actor

Brad Whitford ’81) •  Highlight something constituents care about

(supporting financial aid) •  Provide updates on progress throughout the

day (4 emails on day of) •  Post-Campaign Follow-up with results (next

day)

The Journey

Consistent Messaging in All Areas •  Email Campaign

•  Website

•  Social Media

Sample Email Sends for Giving Tuesday Campaign Sample 1: Introduction to Campaign: 11/23

Sample 2: Introduction to Campaign: Black Friday – 11/28

Sample Email Sends for Giving Tuesday Campaign Sample 3: Early Progress/Solicitation – 12/2, 8 AM

Sample 4: Giving Progress/Solicitation – 12/2, 5 PM

Results

•  Series of emails were sent to constituent base of 19,000

•  Average deliverability rate of 99.6%

•  Average open rate of 30.15%

•  10% conversion rate – over 2,000 gifts totaling $563,000

Questions?