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Best Practices for Online Fundraising

VIEWS: 73 PAGES: 29

									Best Practices
for
Online Fundraising & eCRM
Best Practices for Online Fundraising
■ eCRM Overview

■ Online Communication

■ Your “Housefile”

■ Planning for Online Success

■ Recap
eCRM Framework
Best Practices for Online Fundraising
■ eCRM Overview

■ Online Communication

■ Your “Housefile”

■ Planning for Online Success

■ Recap
Kinds of Communications
■   Scheduled Communications: timing is planned well in
    advance


■   Timely Communications: timing is based upon
    specific events or specific opportunities


■   Triggered Communications: timing is “triggered” by
    an online interaction
 The Importance of Timeliness

  ■ Nonprofit organizations lose access to a stream
               of new online constituents as time progresses
                                                    Relevance Curve
                          60%

                          50%
        Email Open Rate




                          40%

                          30%                                                               Org #1
                                                                                            Org #2
                          20%
                                                                                            Org #3
                          10%

                          0%
                                1 month    2 to 3     4 to 6    7 to 12   Year 2   Year 3
                                          months     months     months
                                                    Time on Housefile


Source: Analysis of 3 major nonprofits
Example – Timely Communication
                    ■ Uses “Letter from the
                      Desk of” format

                    ■ Copy is short & to
                      the point

                    ■ Timely information
                      that invites action –
                      leads to loyalty

                    ■ Tell-A-Friend
                      prominent for viral
                      outreach
eNewsletter- Scheduled Communication
■   When KUT simply asked for email address, they got 5%. When they
    switched the ask to receive eNewsletter, they captured 95% of email
    addresses.

     ▶ Define your objectives.

     ▶ Modify all offline advertising, direct mail, event registrations with
       a “hook” and an email ask.
             “Please provide your email address to receive the latest news on cancer
             research in our monthly email newsletter.”

     ▶ Never ask for an email address without highlighting the
       eNewsletter benefit.




                                         8
eNewsletter Template Example
■   Personalized
■   Tell A Friend and Donate links
    above the fold
■   Excerpt-style newsletter, with
    monthly headline feature
■   Look remains consistent from
    issue to issue
■   Headlines and features change
    from month to month
■   Speaks to reader through clear
    calls to action
Deconstructing the eNewsletter Template
■ Top-priority links &                 Branding
   branding consistent
   from month to month       In this Issue
                                                  Personalization

                             First Headline
■ Headlines & graphics                             Donate Link
   change, but general
                            Graphic & Lead
   dimensions stay the        Story Copy
   same
                                                  Feature #1
                            Second Headline
■ Color scheme may                                Feature #2
   change, but structure
                           Graphic & Second       Feature #3
   is consistent
                              Story Copy
eNewsletters – How are they read?
                  ■   Recipients fully read only 19% of an
                      eNewsletter, often not scanning the entire
                      newsletter.
                  ■   35% of readers scanned only a small part of
                      the newsletter.
                  ■   67% of readers completely skipped
                      introductory text at the top of the newsletter.

                  ■   Average amount of time readers spend on
                      an eNewsletter after opening it: 51 seconds
                  ■   Notice the emphasis on reading the first two
                      words of the headlines.
                  ■   RSS feeds do not work as a substitute for
                      an eNewsletter. Also, avoid referring to
                      them as “RSS feeds.” Use something more
                      easily understood, like “news feed.”



                        “2006 Email Marketing Snapshot”, David Daniels, Jupiter Research, 2006
                        Email Newsletters: Surviving Inbox Congestion. Jakob Nielsen.
                        http://www.useit.com/alertbox/newsletters.html. June, 2006.
Copy Writing: Online vs. Offline
             Offline                                  Online
       Formal, polished tone               Informal, conversational “voice”


Longer copy, builds a “case”, can be     Short, to-the-point, uses “hooks” to
           explanatory                 quickly grab attention, highly condensed


             One-way                                  Two-way


        Solicitation-oriented                   Relationship-oriented


     4-6 sentences/paragraph                  1-2 sentences/paragraph
Best Practices for Online Fundraising
■ eCRM Overview

■ Online Communication

■ Your “Housefile”

■ Planning for Online Success

■ Recap
Importance of Housefile
                          Example:


                          •Web Traffic = 5,000 Visitors/
       Web Traffic        Month


                          •Housefile= 10,000 email
        Housefile         addresses


                          •Open Rate = 20 %
         Open                 •2,000 people might open the
                              email


         Click
                          •Click Through Rate = 5%
        Through               •500 people might click through
                              to your site to learn more


        Actions           •Actions = 1%
                              •100 people might act on that
                              email
Best Practices for Online Fundraising
■ eCRM Overview

■ Online Communication

■ Your “Housefile”

■ Planning for Online Success

■ Recap
What’s your path to online success in 2009?

Plan                    Build                  Launch
Campaign Calendar:      Can Your Staff:        Perform final QA:
  what and when         ■ Manipulate images?     Test all web & email
                        ■ Work with basic        content
Editorial Calendar:       HTML?
  themes, content,      ■ Be detail-oriented   Get final approvals
  timing                  (copy & visual)?
                        ■ Go through Convio    Launch!
Budget:                   Training?
  training, staff,
  content & materials
Planning – 2009 Top Three Priorities
■ Examples:
   ▶ Raise funds
   ▶ Grow our email list
   ▶ Increase awareness about our cause
   ▶ Recruit more advocates
   ▶ Recruit more volunteers
   ▶ Communicate more effectively
   ▶ Promote a major event
   ▶ Build richer profiles
Your 2010 Plan
  Ready                Set          Go!
Top 3 Priorities   Fundamentals   Campaigns

1.


2.


3.
Create Your Plan Now!

 Q1 2010       Q2 2010         Q3 2010       Q4 2010




 J   F     M   A   M   J   J    A   S    O   N   D
2009 – Planning
Example:


    Q1 2010                     Q2 2010                  Q3 2010                   Q4 2010
   Sustained Giving          Housefile Building         Fall Fundraising              Year-End
      Campaign                  Campaign                   Campaign                   Campaign



     Best Practices:              Best Practices:          Best Practices:           Best Practices:
   Converting year-end          Outreach tactics for     Creating a compelling         Maximizing
  Donors to monthly givers    finding new supporters        ask for support          year-end giving




                               Q&A: Tell-a-friend,
    Q&A: Donation forms                                  Q&A: Donation forms       Q&A: Donation forms
                             eCards, viral marketing,
   and fundraising appeals                              and fundraising appeals   and fundraising appeals
                              and rewards programs
Campaigns: Spring/Fall Fundraising
  Message #1:           Message #2:          Message #3:
Send 200 youth to     We still have 115   We’re able to send
 Yellowstone this   youth who need your   178 youth – it’s not
     summer               support           too late to give




                             21
Campaigns: Spring/Fall Fundraising

                                                       *excludes donors                       *excludes donors
 Audience:         eAppeal –
 Entire email    Campaign kick-                    eAppeal Reminder                           Campaign Close –
                      off                          – Donating online is                       Success statement
 file, minus
 your optional   Sent to broad                        fast and easy                           and a reminder that
                   audience                                                                    there’s still time to
 suppression                                                                                         donate
 list
                                    *received after                       *received during
 Audience:                          donation completed                    week after donation
 Individuals
 who have                               Donation                              Thank you for
 donated to                           Confirmation                         financial support –
                                   AutoResponder –                         Call to Action: Tell
 this campaign
                                  includes tax receipt                     your friends about
                                       information                            this campaign




After a constituent makes an online gift, they will be shifted to the audience
                    which receives thank you messages.


                                                  22
Best Practices for Online Fundraising
■ eCRM Overview

■ Online Communication

■ Your “Housefile”

■ Planning for Online Success

■ Recap
eCRM Framework
Kinds of Communications
■   Scheduled Communications: timing is planned well in
    advance


■   Timely Communications: timing is based upon
    specific events or specific opportunities


■   Triggered Communications: timing is “triggered” by
    an online interaction
What’s your path to online success in 2010?

Plan                    Build                  Launch
Campaign Calendar:      Can Your Staff:        Perform final QA:
  what and when         ■ Manipulate images?     Test all web & email
                        ■ Work with basic        content
Editorial Calendar:       HTML?
  themes, content,      ■ Be detail-oriented   Get final approvals
  timing                  (copy & visual)?
                        ■ Go through Convio    Launch!
Budget:                   Training?
  training, staff,
  content & materials
Why Nonprofits Use Convio
1. Increase revenue
   ▶   Reach and acquire new donors and retain existing ones
   ▶   Increase giving frequency and average gift size from each donor
   ▶   Increase response rates to direct mail using an integrated approach
   ▶   Cultivate potential major donors and steward existing relationships

2. Lower costs and increase capacity
   ▶ Decrease marketing and communication costs by leveraging email
   ▶ Ease administration through online automation

3. Support their mission
   ▶   Raise awareness of their cause and organization (increase profile)
   ▶   Educate constituents through timely, informative, personalized content
   ▶   Make taking action easier and more rewarding for constituents
   ▶   Encouraging constituents to share their passion with friends
How Those Benefits Are Created
■ Software
  ▶ Internet software with proven capabilities in:
         Fundraising
         eCommerce
         Events
         Email marketing
         Web site content management
  ▶ Provided through Software as a Service (SaaS) model

■ Services
  ▶ Ensure quick, successful implementation
  ▶ Address your unique needs, mission and timeframe

■ Expertise
  ▶ Provide best practices for success
  ▶ Create documentable results
   Contact




Slord.Suniverse@gmail.com

marcus@redshoesplanet.com

								
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