Digital 101 - February 2015

DIGITAL 101

SETTING THE STAGE

Who We Are:Debbie Young, The Engage Group

Liz Murphy, RedEngine Digital

Peter Kaizer, Digital Consultant

Heather Marsh, ABD Direct

(SOME) ORGANIZATIONS WE’VE WORKED WITH

SETTING THE STAGE

What is Digital Fundraising

Web Best Practices

Finding and Acquiring Donors

Campaign Strategy

Social Media

Integration

WHAT IS DIGITAL FUNDRAISING?


ComponentsWebsite

Email

Social Media

Peer to Peer

E-Commerce

Text

Video

Event Registration


Types of FunctionalityHost a website

Send email

Process credit cards online

Maintain a database of contact info

Purchase items

Membership

Event registrations

Advocacy

Survey/poll

Evaluate metrics

Run tests

Process Donations


Types of ToolseCRM

CMS

Data/Analytics

QC


eCRMSBlackbaud/Convio

Salsa

Salesforce

Engaging Networks

NationBuilder

CMSDrupal

Joomla

WordPress

Luminate CMS

Specialty toolsCvent, Razoo, WildApricot, Shopify, and on and on…


Data/AnalyticsGoogle Analytics eCommerce, Tag Manager

A/B/V Testing Tools Optimizely

Google Experiments

QCBrowserStack

Litmus

Email on Acid

WEB BEST PRACTICES

WEBSITE BEST PRACTICES

Homepage OpportunitiesUse your real estate wisely

Advanced TacticsLightboxes, lightboxes, and more lightboxes!

Responsive Forms

Intercepts

HOMEPAGE REAL ESTATE

Recommended Items:5-10 second statement about the charityEmotion-generating imageryProminent email signupProminent donation call to actionAny third party endorsements (Guidestar, Charity Navigator, etc.)Information on how donations are spent or a link to itEngagement opportunities (share, tell us, act)Section for constantly-changing content


Global NavigationPrimary NavEmail sign-upDonation (general donation)Ways to give, FAQ’s about donationsShop/eCommerceAction – engagement opportunities such as volunteering, personal fundraising, advocacyEvent calendar (if applicable)


Global NavigationSecondary navMission statement

Links to social media

Postal address & phone number

Privacy Policy

Contact Us

RESPONSIVE DESIGN

Responsive web design (RWD) is an approach to web design &

development aimed at crafting sites to provide an optimal viewing experience—easy reading and navigation with a minimum of

resizing, panning, and scrolling—across a wide range of devices (from

desktop computer monitors to mobile phones).

- From Wikipedia

Uses a single code base

Only one site to maintain - no separate mobile site

Typography can be scaled dynamically based on the viewing device

Content can be hidden programmatically for optimal viewing on smaller devices

WEBSITE BEST PRACTICES

Advanced Tactics

HOMEPAGE DONATE DROPDOWN

DONATION FORM STARTER -FOOTER

ADVANCED TACTICS – SIGN UP LIGHTBOX

ADVANCED TACTICS –SUSTAINER LIGHTBOX

ADVANCED TACTICS –LIGHTBOX (PARTIAL DONATION)

Landing Page w/Embedded Form

New landing page raised 42% more revenue,

39% higher avg. gift and 2.28%

increase in conversion rate

WEBSITE CONVERSION TACTICS

ADVANCED TACTICS – FULL DONATION PAGE

CONVERSION (TO DONOR, PURCHASER, ACTIVIST) Email subscribe

Welcome series

CONVERSION TO DONOR -ECOMMERCE

CONVERSION TO ACTION TAKER/ENGAGEMENT

CUSTOM DONATION PAGE

CONVERSION – ASK STRING TESTING

Custom Donation Page

CONVERSION – LANDING PAGE

Visitors sent to the splash page were 47% more likely to donate and had an average gift $69 higher than

visitors sent straight to the donation form

A/B Test: Control image only vs. Variant w/embedded form

Site-wide implementation vs. selected pages

Responsive form

CONVERSION OPTIMIZATION TESTING

DEVELOP YOUR OWN BEST PRACTICES

To increase...Revenue

Conversions (body count)

Average gift

Sustainer Joins

FINDING AND ACQUIRING

SUPPORTERS

BUILDING YOUR DIGITAL FUNDRAISING PROGRAM

It’s all about your Email File!

“Free” OpportunitiesWebsite

Social Media

Direct Mail

Events


Search Engine Marketing

Google Grant

Paid ads

GOOGLE GRANT


E-appends

Petition networks

Ad placement and buys

And ask everywhere

DISPLAY ADVERTISING

Contextual

Behavorial

Retargeting

PAID ADVERTISING

PAID ADVERTISING Integrated

Display and PPC (same messaging theme as email and website)

PAID ADVERTISING

Paid advertising

PAID ADVERTISING

Display Advertising

SMART GROWTH

Tracking ROI

Setting Goals for Campaigns

Monitoring Engagement

CAMPAIGN STRATEGY

DIGITAL GOVERNANCE

YOU CAN’T TALK TO EVERYONE ABOUT EVERYTHING

Know your audience

Who are theyWhat will they respond toYou will not speak to everyone all at onceAre there times of the year that are ripe for a conversation

YOUR DIGITAL PRESENCE IS MORE THAN A WEBSITE

All digital channels should work together

Email is still the primary driver

Know how supporters/constituents are finding you

Social is still not a fundraising platform, it’s about a conversation

WHAT IS UNIQUE ABOUT YOU

Are there events in the media that relate to your organization

Calendar events

Are there opportunities to cross promote with your organization

COMMON CHALLENGES

Decisions About Options, Limitations, and ROI:StaffingBuild in-house vs outsource?

PlatformsHow to outmaneuver your system? How to data sync your systems?

InvestmentsAcquisition? Channel? System Upgrades?

Customer serviceFulfillment, donor service, acknowledgement

MAGIC FORMULA

Audience + Offer + MessagingID Key Audiences on your file

Develop offers to engage them

Create appropriate messaging

Timing | Tone | Copy | Creative

TYPES OF MESSAGES

APPEALSACTION ALERTSEVENT INVITATIONSENEWSCULTIVATIONSPECIALIZED MESSAGING

APPEALS

ACTION ALERTS

EVENT INVITATION

ENEWS - RESPONSIVE

CULTIVATION

SPECIAL MESSAGES –HOLIDAYS

AUDIENCE SEGMENTATION

LOW DOLLARMID-HIGH DOLLARPROSPECTSACTIVISTSSUSTAINERLAPSED

INTEGRATION

CHANNEL INTEGRATION

Bringing it all together

OMNI-CHANNEL

Data Syncing

Coordinated Messaging

Tracking the Donor, Not the Channel

INTEGRATION

RENEWALS/LAPSED RECAPTURE

DM

OnlineTM

Plan Renewal and Lapsed Recapture Campaigns to Target Based on Cost and Donor Responsiveness

RENEWAL CAMPAIGN

SUSTAINER UPGRADES

Upgrade

Email

DM

Online

TM

ACTIVISTS

TM

DM Online

Drop Activists into Telemarketing Campaign for Immediate Conversion

DATA APPENDS/HYGIENE

DM

OnlineTM

Append or RequestEmail, Mail, and/or Phone Data to Donors and Prospects to Allow for Multiple Communications Pathways

THE INNOVATION CONTINUUM

Operational Improvement Technology

Improved

Technology

Innovation

True

Innovation

Small ChangesLow RiskLow RewardLow Resistance FactorEasy to doEasy to Identify

Radical ChangesHigh Risk

High RewardHigh Resistance

FactorHard to do

Hard to Identify

Digital Fundraising

QUESTIONS?

Digital 101 - February 2015

Marketing

Transcript of Digital 101 - February 2015