Download - 5 Proven Strategies for Taking Positive Next Steps with Online Visitors and Boosting Donor Acquisition

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5 Proven Strategies for Taking Positive

Next Steps with Online Visitors

Cupids Arrow: Thoughtful Engagement to Acquire Donors

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Meet the #npEXPERTS


#npEXPERTS

Andrew Shoaff Manager Go! Program, Blackbaud Former non-profit CFO [email protected]

Mike Snusz Sr. Consultant, Blackbaud 11 years & millions raised for nonprofits [email protected]

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Why is Engagement important?

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AFP FEP Study, 2013

Nearly 6 out of every 10 donors from the previous year DID NOT renew by year’s end.


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


All reasons connected to communications.


A 10% change in retention can increase the life time value of a donor base up to 200%.


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


Engaging First Impressions


Usability Testing


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

Emai

l Ope

n R

ate

Time on Housefile

Relevance Curve

The honeymoon period for new subscribers is greatest in first 30 days.

Engage Thoughtfully From Day One


More than 1/3 of orgs didn’t send an email in the !rst 30 days.


Put out the Welcome Mat

Multi-part campaign

Targeted & automated

Trigger based


Action +7 Days Action +14 Days Action +21 Days Thank you & Orientation

Ask for support/ value-proposition

Welcome Series Anatomy

Get involved & update profile


Segmentation


Constituent-wide emails

(Enews, event invites, appeals)

Email Calendar Planning (Typical)







Segment (donors, event attendees,

volunteers, interests)







Segment (donors, event attendees,

volunteers, interests)



Segment




Rethink Your Email Plan

Segments Donor (Repeat, Sustainer, New, Lapsed)

Event (Top Fundraisers, Captains, Attendees) Volunteers Interests

Subscribers

Constituent- wide email


Mentors


Alumni


Testing


Obama Campaign!

Online !Testing!

*From Kyle Rush’s Win Through Optimization & Testing. http://slid.es/kylerush/landing-page-optimization


19% higher conversions

Ran 500 online tests"

Raised $690 million"

Biggest impact: "1. Content " " " " "2. Images"

Obama Campaign!

Online !Testing!

*From Kyle Rush’s Win Through Optimization & Testing. http://slid.es/kylerush/landing-page-optimization


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.


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.


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


Social Media


*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.


Declining Facebook!Organic Reach!


16% reach - 2012"

12% reach - Oct. 2013"

6% reach - Feb. 2014"

1%-2% - Future Predictions"

Declining Facebook!Organic Reach!

Source: Ad Age


Likely Will Need To “Pay to Play”

Continue reaching fans by using Facebook ads and promoted posts


Deploying Social Ambassadors


Google Alerts


Google Alerts

Opportunity to contribute to conversations and curate content


80/20 Rule


Mobile


Source: Litmus

51% of all emails are opened on mobile devices.


Your Inbox: Cluttered & Competitive MOBILE DEVICE


Email Mobile-Rendering


Email Mobile-Rendering

iPhone Android


Source: *2014 Dunham+Company Online Fundraising Scorecard

84% of online donation experiences aren’t optimized for mobile.


Mobile Surpasses Desktop


Source: Responsive Design Doubles Mobile Giving DonorDrive whitepaper

Responsive design doubles mobile giving.


Questions?

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Coming Soon! How to Create Fundraising Appeals that Work