DMANF Digital Day Chicago - Digital 101

DIGITAL 101

SETTING THE STAGE

Who We Are:Michael Hoffman, See3

Katy Jordan, CDR Fundraising Group

Heather Marsh, ABD Direct

(SOME) ORGANIZATIONS WE’VE WORKED WITH

SETTING THE STAGE

❏What is Digital Fundraising❏Supporter Engagement❏Email Strategy❏Website Best Practices❏Testing & Optimization❏Integration

WHAT IS DIGITAL FUNDRAISING?


Components❏Website❏Email❏Social Media❏Peer to Peer❏Events❏Personal Fundraising

❏E-Commerce❏Digital Advertising❏Text❏Video❏Event Registration


Types of Functionality❏Host a website❏Send email❏Process credit cards online❏Maintain a database of contact info and actions❏Purchase items❏Membership

❏Event registrations

❏Advocacy

❏Survey/poll

❏Evaluate metrics

❏Run tests

❏Process Donations

❏Engage/Interact


Types of Tools❏eCRM

❏CMS

❏Data/Analytics

❏QC

❏Ad Platforms

❏Social Networks


eCRMS❏Blackbaud/Convio

❏Salsa

❏Salesforce

❏Engaging Networks

❏NationBuilder

CMS❏Drupal

❏Joomla

❏WordPress

❏Luminate CMS

❏Custom solutions

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


Data/Analytics❏Google Analytics

❏eCommerce challeges

❏A/B/V Testing Tools

❏Optimizely

❏Google Experiments

❏CRM Reports

QC❏BrowserStack

❏Litmus

❏Email on Acid

TIP: Google Experiments is

free, but this is a case of you get

what you pay for. When you’re

serious about testing, upgrade

to a service like Optimizely.

PRINCIPLES of SUPPORTER ENGAGEMENT

RIGHT MESSAGE, RIGHT TIME, RIGHT PERSON

You Can’t Talk to Everyone About Everything

Know your audience●Who are they?

●What will they respond to?●You can not speak to everyone all at once.

●Are there times of the year that are ripe for a conversation?

AUDIENCE PERSONAS

● Fictional profiles of the people you want to reach

● Help you understand the people you want to

take action on your behalf

● Make it easier for you to develop and target your

content

TYPICAL AUDIENCE PERSONAS

Who are you trying to reach?

● Prospective/current donors

● Volunteers

● Peer-to-peer fundraisers

● Lawmakers

● Activists

YOUR DIGITAL PRESENCE IS MORE THAN YOUR WEBSITE

● All digital channels should work together

● Email is still the primary revenue driver

● Understand how supporters/constituents are finding you

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

WHAT IS UNIQUE ABOUT YOU?

● Are there events in the media that relate to your organization?

● Calendar events and holidays - be opportunistic!

● Are there opportunities to cross promote with your organization?

● Be timely, relevant and flexible!

LADDER OF ENGAGEMENTAlways ask for another action

eSign up Follow Us Send a Message

Take Action

TIP: Encourage Social

Sharing at every step to

drive ripple effect support

and revenue!

COMMON CHALLENGESDecisions About Options, Limitations, and ROI:● Staffing: Build in-house vs outsource?● Platforms: How to outmaneuver your system?

How to data sync your systems?● Investments: Acquisition? Channel? System

Upgrades? ● Customer service: Fulfillment, donor service,

acknowledgement

MAGIC FORMULA

Audience + Offer + Messaging○ID Key Audiences on your file

○Develop relevant offers to engage them

○Create appropriate messaging

○Timing | Tone | Copy | Creative

WEB BEST PRACTICES

WEBSITE BEST PRACTICES

Homepage OpportunitiesUse your real estate wisely

Advanced TacticsLightboxes

Responsive Design

Intercepts

HOMEPAGE REAL ESTATERecommended Items:● 5-10 second statement about the charity● Emotion-generating imagery● Prominent email signup● Prominent donation call to action● Any third party endorsements (Guidestar, Charity Navigator,

etc.)● Information on how donations are spent or a link to it● Engagement opportunities (share, tell us, act)● Section for constantly-changing content

● Link to privacy policy

● Contact and 501 (c)(3) information

HOMEPAGE REAL ESTATE

Global NavigationPrimary Nav:●Email sign-up

●Donation (general donation)

●Ways to give, FAQ’s about donations

●Shop/eCommerce

●Action – engagement opps such as volunteering, personal fundraising, advocacy

●Event calendar (if applicable)

HOMEPAGE REAL ESTATE

Global NavigationSecondary nav:●Mission statement

●Links to social media

●Postal address & phone number

●Privacy Policy

●Contact Us

WEBSITE BEST PRACTICES

Advanced

Tactics

Advanced - Sustainer Intercept

Advanced – Embedded Form Lightbox

Advanced -Monthly Giving Form

Advanced - One Click Donation Forms

EMAIL STRATEGY

TYPES OF MESSAGES

● Appeals

● Action Alerts

● Event Invitations

● E-News

● Cultivation/Engagement

● Specialized Messaging

● Acknowledgements

EMAIL MESSAGE COMPONENTS● From line

● Subject Line

● Reply address

● Images/Video

● Call to Action

● Landing Page

● Auto-responder

APPEALS

ACTION ALERTS

EVENT INVITES

EVENT INVITATION

E-NEWS

CULTIVATION

ENGAGEMENT

SPECIAL MESSAGES: HOLIDAYS

AUDIENCE SEGMENTATION

● Non-donors○ Prospects○ Activists○ Event attendees

● Donors○ Low Dollar○ Mid-High Dollar○ Sustainers○ Lapsed

TIP: There can be some

overlap between

segments - especially

activists and event

participants

● Responders

● Chronic Non-

responders

TESTING & OPTIMIZATION

TEST ACROSS ALL DIGITAL CHANNELS

Depending on the channel, we establish and monitor different KPIs

TEST ACROSS ALL DIGITAL CHANNELS

Test different variables to impact specific KPIs

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...Engagement

Revenue

Conversions/Responses

Average gift

Sustainer Joins

TIP: Prioritize tests

based on your org’s

goals and ideal

outcomes

INTEGRATION

CHANNEL INTEGRATION

Bringing it all together

OMNI-CHANNEL

Needs & Challenges●Clean and Synchronized Data

●Coordinated Messaging

●Donor view vs. Channel view

●Holistic Campaign Review

●Attribution

INTEGRATION - YOU’VE GOT TO START SOMEWHERE

DATA APPENDS/HYGIENE

DM

OnlineTM

❏Append or Request Email, Mail, and/or Phone Data to Donors and Prospects to Allow for Multiple Communications Pathways❏Make sure to have processes in place for timely communication

INTEGRATION - DIGITAL

RENEWALS/LAPSED RECAPTURE

DM

OnlineTM

❏Plan Renewal and Lapsed Recapture Campaigns to Target Based on Cost and Donor Responsiveness❏Start with “low hanging fruit” to improve cost-effectiveness

ACTIVISTS

TM

DM Online

❏Drop Activists into Telemarketing Campaign for Immediate Conversion❏Communicate with supporters in every available channel

DRTV

TM

DM Online

❏A truly integrated approach❏Prepare for each type of interaction ❏Use every channel at your disposal

eTV

INTEGRATION - DM, DRTV, DIGITAL

THE INNOVATION CONTINUUM

Operational Improvement Technology Improved

Technology Innovation

True Innovation

Small Changes

Low Risk

Low Reward

Low Resistance Factor

Easy to do

Easy to Identify

Radical Changes

High Risk

High Reward

High Resistance Factor

Hard to do

Hard to Identify

Digital Fundraising

QUESTIONS? Thank You!

TELL US WHAT YOU THINK!

Please take our survey and help us make the next Digital Day even better!

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DMANF Digital Day Chicago - Digital 101

Government & Nonprofit

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