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Online FundraisingWinning the future

Toby FallsgraffOrganizing for America | Democratic National Committee

January 28, 2011

Basic PrinciplesBasic Principles

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vs.vs.

Cultivate relationshipsCultivate relationships

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• Tell the story of the movement

• Focus on the human connection

• Drive a narrative throughout campaigns

Maximize indirect FR sourcesMaximize indirect FR sources

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• Take advantage of key moments

• Weave asks into social networks

• Get them when they’re engaged

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Fundraising in emailsFundraising in emails

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Each email should answer the following questions:• What’s the problem?

• What’s the solution?

• Why your organization? (Theory of Change)

• Why right now?

Run the numbersRun the numbers

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• Open rate• Click-through rate• Response rate• Unsubscribe rate

•Warning: Don’t get caught up in open rates

Get testedGet tested

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•Test everything you can• Subject lines• Email content / Email length• Graphics and videos• Ways to ask, donate page layout, etc.

•Limits• List size and statistical significance• Staff capacity

Testing: Subject LinesTesting: Subject Lines

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“Meet me in Vegas, Toby”vs.

“I want to meet Toby”

• 104% increase in contributions

Testing: Do videos help?Testing: Do videos help?

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A novella from David Plouffe Video strategy update

+133% in total length+165% in length before 1st ask+71% in contributions

Other interesting findingsOther interesting findings

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• How to ask donors vs. non-donors

• $3 vs. $5 asks to non-donors

• Donate button in emails?

• In-line graphic vs. callout box (vs. no graphic)

Questions?Questions?

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Testing: Two different emailsTesting: Two different emails

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A: 33 Rs in Congress B. Sarah Palin

179% more contributions

Testing: Email lengthTesting: Email length

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+22% in total length+69% in length before 1st ask +19.7% in contributions