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?
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