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Rapid Fire Ideas for Digital Fundraising
28 tips in 30 minutes!
(Try to keep up!)
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Presenters:
Liz Murphy, President, RedEngine Digital@RedEngine
Lane Brooks, COO, Food and Water Watch@FoodandWater
Ann Crowley, Membership & Online Strategy Director, Human Rights Campaign
@HRC
Harry Lynch, President, SankyNet @HarryLynch @SankyNet
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1 Mobilize or Be Left Behind!
This month, more email will be read on a mobile device than a desktop. Email opens increased 83% year over year (mostly Apple). (Return Path) Not just opening, but also donating!
• Check your site analytics.• Focus first on mobile friendly site, forms,
emails.• For a mobile site:
1) Use your CMS templates to create a mobile-only site (http://www.domain.mobi/) or 2) Adapt your current website to mobile standards.
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2Like Television, a Good Fundraising Series
Ends in a Payoff
• 1st email – education and a call to action.
• 2nd email – some education and more urgent call to action.
• 3rd email – request for funding to address the need.
• Repeat as needed.
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3 Just Do It
Set Up Infrastructure.• Technical, Programmatic,
Day-to-Day.
Try Everything At Least Once.• There’s no harm in “Lessons
Learned”.
Follow Your Competition.• Imitation is the sincerest form
of flattery.
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Add Google+ to your Fundraising Toolbox
Recent changes to Google’s algorithm make having an active Google+ page essential to maintaining high search rankings.
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5 Quick Win Landing Page Tests• Test iterations and placements of your control headlines, subheads, images, CTAs (words and color of buttons, etc.).
• Test reducing page elements to a single focus so user path is better defined (but don’t forget to provide enough copy to overcome obstacles to action).
• Test “you/benefits” copy vs. “what it is” copy.
• Ask your webmaster to create a non-standard CMS template for your landing page tests – limited nav and promotion asks.
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6 “Renew” your Prospects
• Action takers think of themselves as members.
• Treat them like members.
• Don’t ask them to join.
• Ask them to renew their membership.
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Social Media Puts the “Fun” Back in Fundraising
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Don’t Forget About Bing8
Search Engine Marketing on Bing using AdCenter can offer: • High Quality Impressions. • Solid CTR and Response Rates.• Lower Cost-per-Click.
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9A Facebook Ads: Secrets to Success
• Create an Inventory of Facebook Ads – and Refresh 2x a Week!
• Within 72 hours, the avg clickthrough rate for a FB ad campaign will dive along with your ad visibility and reach. (WebTrends) And you’ll pay more per click!
• Create at least 8-12 ads (text and graphics) or posts for a Facebook advertising campaign at the onset.
• Test 2-3 sets of ad creative each week.
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Facebook Ads: Test Everything• Images and copy make a difference
and need to be rotated and refreshed. Also test Sponsored Stories Ads against traditional ads like those at right.
• Page Post Ads: Take advantage of popular and engaging FB posts.
9B
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10 A Picture is Worth $$
• A picture on the donate button itself can increase contributions.
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11 Don’t Accept Status Quo
• Test, Retest, Track & Analyze• A theory is a theory, until you test
it.• Reevaluate long-standing
programs.• Track your metrics.
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Use Facebook, to just, like, say thanks!
Client Case Study: “Thank You” message saw 40% more shares than average. Overall page engagement increase 34% afterwards.
Post a public thank you online promote donor recognition and encourage other giving at the same time.
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13 Make Your Campaign Relevant
• Create campaign “hooks”.• Help donors relate it to their lives .• Relate to current event/news. • Leverage current news as much as possible (think sports, world events, special occasions, etc.).
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14Juggling Takes Two Hands
(that work together)
• Close coordination between Online and DM pays off.
• Timing
• Theme
• Copy
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15 Integration is Vital
Channel Crossover.
• Mail donors have email addresses.• Social media users are reachable via
phone.
Launch a full-scale campaign.
• Think beyond email.• Social media, text message, website,
lightbox, blog post, press release, mail & telemarketing.
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Client Case Study:• Use targeted Facebook ads to promote match.
• Saw $12.08 for every $1 spent.
• Increased overall donor engagement.
Target Facebook Ads to your own “Likes”16
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17 Website (re)Design No-Nos
1. Rely completely on market research and personas to re-design your site (or not).
2. One link on a page to important content is enough.
3. Make headlines and links on your site graphics.
4. Your mother can’t tell you the purpose of your site in 4 seconds.
5. Use a lot of javascript and flash.
6. Don’t worry about changing URLs for the new site.
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18 Who’s Asking?
• Establish a relationship between the donor and the asker.
• Then vary it.
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19 Mobile is on the Rise
• Mobile Internet Access Grew 28% in the last year.
• Optimize all emails & webpages for mobile access.• Find new ways to integrate mobile usage:
• Join text notification network.• Use mobile in action campaigns.
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QR Codes – Are They Obsolete Already?
Still able to provide gateways between different campaign materials.
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21 SEO Tips
• For new campaign content, ask your SEO expert for formatting & guidelines for URLs, title and tags.
• Do keyword research (Google keyword tool, Google News, Twitter hashtags, competitive research).
• Unique title tag for every page and form (12 words or 75-85 characters)
• Meta Description Tag – What your audience sees/reads when a search result appears – Marketing copy with CTA! (12-24 words).
• More readable, non-graphic copy on a page better – min. 150 words/page.
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22A Thousand Times NO!
Well, OK.
• At the end-of-year, it seems that you can’t ask too often.
• Increase the pace from weekly, to bi-weekly, to daily, to…
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23 Ask Supporters What They Want
Survey Your Membership
• Find out info to guide program choices.• Discover demographics to target messages.
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Think Outside the Lightbox
Experiment and see what works.
Customize lightboxes to achieve gift upgrades.
Think Outside the Lightbox
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Tell Them What You Told Them
• Try emailing a word-for-word copy of the Direct Mail letter your donors recently got without any rewriting to give it “email speak.”
• Introduce it with the sentence, “I recently sent you this letter in the mail, but haven’t heard back yet. Please take the time to respond today.”
BONUS
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Email Basics
• Can’t give or respond if they can’t read it.
• Don’t assume I’ll download images for every email.
BONUS
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BONUS
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BONUSSlow Down Your Email Unsubscribe Rate
Offer choices like reduced frequency in place of a full opt-out.
Fight to keep email constituents.
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