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  • pg 1
									Top Five Things
 You Need To
 Know About
Raising Money
  With Email

  Prepared for
       nTen
        By
Madeline Stanionis
2
                                          3


Email is…

   Cheap … but it sure is easy to make
           expensive mistakes!


   Easy   … or it sure LOOKS that way.


   EVERYWHERE … and that makes your
           job even harder!
                                            4


This is a numbers game …
                    … do the math
   If you want your email to generate
    10 gifts, then:
      at least 1000 people need to receive
       your message
      at least 250 people need to read
       (“open”) your email message
      at least 50 people need to click on the
       link to the donation page
                              5




And here are those top five
things…
                                    6


What you should know
1. It’s all about the list
2. Three ways to raise the money
   Timing
   Campaigns

   Creativity

3. Write good email
4. Integrate with everything else
5. Follow the numbers
 (And everything in between)
                             7




1. It’s all about the list
                                                    8


1. It’s ALL ABOUT THE LIST
   The only good ways to build a list
    are:
     Bring your offline donors online
     Conduct issue or advocacy campaigns

     Fun stuff
        • Flash, quizzes, e-cards, contests, etc.
     Buying names
     Chaperone another organization’s list
      and have them do the same for you
                                              9


Bring your offline donors online
   Send your donor online to make her gift




   Ask for an e-mail address on printed forms
   Put an insert into acknowledgements
   Send your donor online to buy tickets to an
    event
   Append your list
                         10




14,000 new names on
e-mail list in 6 weeks
                    11


Petition/symbolic
campaigns
   Amnesty’s
    700women
   120k signers
   50k new
    names
                              12




2. Three main ways to raise
the money
                                     13


Timing
 If you take no other lesson from this
 workshop, remember this one:

  To be successful with email
  fundraising, you must send the
  right message to the right
  person at the right time.
                                    14


All kinds of timing opportunities
    Campaign deadlines
    Time between engagement and ask
    Bad news & crises
    Other people’s news
    Events

    BTW, best deadlines are real
     deadlines!
                                         15

NARAL Pro-Choice America: e-mail
after woman gets kicked out of Bush
rally cuz of NARAL shirt
                        News broke
                        Friday morning
                        Appeal prepared
                        and sent by
                        Friday afternoon
                        noon
                                       16

HRC: e-mail after Bush announces
support for marriage amendment, Feb ‘04


                           $670,000
                           9,400 donors
                           Average $70
                         17


Campaigns



  It’s the repetition!
                                                    18


Think campaigns vs. one-time
   only e-mail action alerts
   What’s the difference?

    CAMPAIGN               ALERT
        Series               One-time only, one
                               chance only
        Consistency          Stands alone
         across channels

        Relationship         One-night stand
         building
                                         19


Typical schedule: Year-end
   Week of:
     Nov 21: Thank you e-mail
     Nov 28: Trib gift e-mail

     Dec 12: Holiday giving e-mail

     Dec 19: Last chance/trib gifts,
      web site promo
     Dec 26: Last Chance for tax gift
      e-mail, web site promo, Jan 1:
      Follow up e-mail
                             20


Typical schedule: Year-end
                             21


Typical schedule: Year-end
                                                 22

Aish.com Membership Campaign
   Goal
       Generate 1,000 new members over 6-week
        campaign
   Results:
       Slightly over 1,000 members
       Generated $80k
   Campaign elements:
       Home page, enews, other site promotion
       Three e-mails
       Tested pop-ups, pop-unders
   BTW – Aish.com had previously not
    asked members to join via e-mail
             23


Aish.com
membership
campaign -
second e-
mail
•From
editors of
Web site –
personal
touch
•Generated
about $20k
•300 new
members
               24




Aish.com
membership
campaign -
final e-mail
•From most
popular
writer on
site
•Generated
~$20k
                              25


The easiest campaign of all


  Send out the same message
  twice. Or three times.

  Seriously!
                                      26


Creativity


  There’s a lot of noise out there!
  You gotta be LOUD to be
  heard!
27
28
       29




Grist:
member-
ship
campaigns
       30




Grist:
member-
ship
campaigns
31
                      32




3. Write good email
                                                       33


Original Text:
   Reading from computer screens is about 25%
    slower than reading from paper. Even users who
    don't know this human factors research usually
    say that they feel unpleasant when reading online
    text. As a result, people don't want to read a lot of
    text from computer screens: you should write
    50% less text and not just 25% less since it's
    not only a matter of reading speed but also a
    matter of feeling good. We also know that users
    don't like to scroll: one more reason to keep pages
    short. The screen readability problem will be
    solved in the future, since screens with 300 dpi
    resolution have been invented and have been
    found to have as good readability as paper. High-
    resolution screens are currently too expensive
    (high-end monitors in commercial use have about
    110 dpi), but will be available in a few years and
    common ten years from now.
                                      34


Alternate version
 Online reading is 25% slower than
  paper
 Readers feel uncomfortable reading
  online
 Readers don’t like to scroll down Web
  pages
So, until we have affordable high
  resolution monitors:
 Use 50% fewer words
 Keep pages short
                                                                      35

Subject lines
   Tease, tell or take action?
       TELL: Exact offer at the exact moment that
        your constituent wants it. Simply "tell" your
        supporters what's up.
         • "Send a blanket to Bamgarian flood victims.“
         • “Annual Golf Shirt Gala tickets now," or "Your
           membership expires soon - renew today.“
         • "Six vegan-friendly ways to decorate Easter eggs“
       TEASE: Timing isn’t perfect, but message is!
         • "The movie President Bush doesn't want you to see."
         • "It's beginning to look a lot like justice..."
       TAKE ACTION: What do you need from me?
         • Specific. Less "Tell them no" and more "Tell Big
           Tobacco to stop selling to children."
         • Local, if possible. "Tell Big Tobacco to stop selling to
           Boston children."
                                              36


Bad sub lines hall of fame
      “Learn about how H.R. 376 will be
       detrimental and discriminatory.”

      “Organization name Web site update.”

      “There's Still Time to Oppose Proposed
       Oil and Gas Exemptions from the Clean
       Water Act, Madeline!” Too long! Too
       wordy!
                               37




4. Integrate direct mail and
 telemarketing with online
                                                    38


A typical schedule
   January
       1st-10th New year telemarketing calls
       5th Renewal 1 direct mail drops
       Jan 15 Renewal 1 post email sent
   February
       10th Renewal 2 pre-email sent
       25th Renewal 2 direct mail drops
   March
       10th Pre-Telemarketing email sent
       22nd-29th Renewal telemarketing calls
   April
       1st Renewal 3 direct mail drops
       10th Renewal 3 post email sent
   May
       10th Renewal 4 pre-email sent
       15th Renewal 4 direct mail drops
   August
       1st Last chance renewal direct mail drops
       22nd Last chance renewal post email sent
                                         39

Integrate direct mail and
   telemarketing with online…

                   Human Rights
                   Campaign’s integrated
                   TM/DM renewal series:
                   •Late series
                   telemarketing pre-
                   email.
                   •Goals: Boost response
                   for segment across
                   channels; Support
                   phone program
                   •Rec’d .5% response
                  40



•Mid series
direct mail
post-email
•Goal: Boost
response for
segment across
channels
•Rec’d 1%
response
•Extensive copy
testing with NO
difference…rem
inder is what
matters!
                             41




5. It’s ALL ABOUT THE DATA
                                                  42


The data, continued…



                Standard and internal org stuff




 Open rate is the percent of people who
 opened the e-mail…not entirely accurate,
 but a good gauge. (This is a respectable
 open rate.)
                                                  43


The data, continued…



            Standard and internal org stuff




       Clicks are the percent of (uniques)
       recipients who clicked on a link, or, in
       this case, clicks to the donate page.
       Nice number here…
                                                44


The data, continued…



         Standard and internal org stuff




         Conversion is the percent of people who
         visited the donation page who completed
         their donation. Response rate is based on
         total recipients.
                                 45


There’s a lot of data
   Car dashboard –
    there’s a lot of
    gauges. Which do
    you pay attention
    to?

   Online data dashboard. Pay
    attention to:
     Open rates (trends)
     Click through rates
     Conversion rates
                                46


Typical response rates

 Nothing   is typical, really
 Big lists usually = lower
  response…
 …and smaller lists usually ROCK
 But if I must…
                                        47


These days I’m really happy with:

  20-25% overall open rates
  6-8% clicks on e-newsletters
  15% clicks on action alerts
      60-75% conversions on actions
      10-12% response on actions

    3% clicks on fundraising appeals
      30% conversions on appeals
      1% response rate on appeals



 http://www.e-benchmarksstudy.com/
                                           48


You won’t have usable data if your
email is landing in the spam filter!

    Stay out!
      Work with a reputable email messaging
       vendor
      Respond to and comply with spam
       complaints
      Ask users to add you to “white” and
       “buddy” lists
      Goodmail: the future
                              49




  Making the most of the
numbers to get the most out
 of your online program…

   Segmenting and
      Testing
                     50


Before segmenting…
                    51


After segmenting…
                                           52


Other segmentation strategies
   Giving level
   Campaign-based
       Donors who have taken action
       Donors who have not taken action
       Non-donors who have taken action
       Non-donor, non-action-takers
   Recency
   Source
   One-time and lapsed online donors
   Active and inactive non-donors
                                                                    53

Testing
   Open rates
       Time of day, day of week
       Subject lines
         • Straightforward subject lines vs suggestive ones.
            • Your action will help a child eat today
                vs.
            • How can you help the orphans?
         • To Mention The Ask Or Not?
            • Looking ahead, more animals need your help in 2006
                vs.
            • Last chance for your tax-deductible gift to animals
         • Subject lines that in different ways ask for a renewal
           of commitment.
            • Renew your commitment for 2005
                vs.
            • Your membership is expiring
                vs.
            • Renew today—and save even more puppies
                               54


Testing, continued
    Click through rates
       • Premiums
       • Offer
       • Signer
       • Short or long copy
       • Link placement
    Conversion rates
       • Short vs. long page
       • Images and insets
       • First things first!
       • Giving levels
                             55


…and everything in between



 …cultivation, updates,
 learning more, informing,
 entertaining…
              56



Humane
Society of the
United States
•Thanksgivin
g thank you
card
•Segmented
by activity
(different
types of
animals)
•Pre-year-end
campaign
          57



Brady
Campaign to
Prevent Gun
Violence
•Post-
campaign e-
mail
                  58



Human Rights
Campaign
Welcome
Series
1. Join ask
(w/in five
days)
2. Intro to all
the cool stuff
on the web
site
3. Survey
                              59




One thing guaranteed to NOT
      boost response…
                            60




       HAS-BEEN   EVENT
                     NAME




NAME
                              61


Contact Information
Madeline Stanionis
President/Creative Director
Donordigital
182 2nd St. Suite 400
San Francisco CA 94105
voice (415) 278-9444
Mobile (415) 786-1637
fax (415) 901-0112
madeline@donordigital.com
http://www.donordigital.com
62

								
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