FUNDRAISING CAMPAIGNS PART 21. Online fundraising 101 2. Abila Fundraising Online (2 sessions) 3....

© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA

FUNDRAISING CAMPAIGNS

PART 2

@nonprofitrd

www.NonprofitRD.com/FB

www.NonprofitRD.com/IN

www.NonprofitRD.com/gplus

Rich Dietz

Nonprofit R+D

© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA

RICH DIETZ

2

Founder of Nonprofit R+D -

Technology Training for Nonprofit Professionals

Richard has over 20 years' experience working in

and with a wide variety of nonprofit, political, and

government organizations and holds a Masters in

Social Welfare (MSW) from UC Berkeley.

You can find Rich on his website

http://www.nonprofitrd.com

or tweeting @nonprofitrd.


REVIEW


PREVIOUS WEBINARS

1. Online fundraising 101

2. Abila Fundraising Online (2 sessions)

3. Peer-to-Peer Fundraising

4. Website Best Practices

5. Email Marketing and Welcome Series

6. Fundraising Campaigns

7. And on we go …


FUNDRAISING CAMPAIGNS


FUNDRAISING CAMPAIGNSTHE key to online fundraising.. Or any

fundraising for that matter

Fundraising Campaigns are the framework• You could run a successful campaign with just this info

• Other Strategies and Tactics can then be added to this

framework


DEFINITION: FUNDRAISING CAMPAIGN

Most definitions something like:

“a campaign to raise money for some cause”

Our definition:

“A coordinated series of actions that utilize

• a specific goal

• a clear call to action

• a sense of urgency (Timeline),

• a compelling story, and

• part of a larger supporter cultivation system


FUNDRAISING CAMPAIGN TEMPLATES

Fundraising Campaign Workbook

• Planning Timeline• Campaign Planning Sheet*• Email Templates*• Sample Campaign

* Includes Word versions for easy editing

Remember these are just guides. Need to make them your own, with your voice and of course more stories.


DONOR LOYALTY


DONOR LOYALTY

10

• Definition:

• “the ongoing process of engaging with your donors so that they

contribute with donations and time to your organization over the long

term”.

• Also called – donor retention, donor engagement, donor cultivation

• Key is to think about the “lifetime value” of your donors• And then build relationships with those donors

• Maximizing lifetime value is something you do FOR donors

• Increase “use”


WHY IS DONOR LOYALTY IMPORTANT?

11

Easy way to stand out from the crowd

Vital for long-term health of your organization• Much harder and more expensive to get first time donors

• 10% improvement in attrition can create a 200% increase in projected value

(Sargeant and Shang – Growing Philanthropy in the United States – 2011)

Real life example – NJ Institute of Technology

• Lifetime value is not always obvious


STRATEGIES FOR DONOR LOYALTY

12

Welcome Series

• Automated emails sent to new donors, subscribers, volunteers, etc.

• Can be sent automatically using your email service provider

• Easy way to• Increase number of touch points

• Let folks get to know you and your organizations impact

• Also very effective with “recurring” donors• Keep them engaged and interested



13

Thank you, thank you, thank you

• The power of “thanks”• 21% of donors say they were never thanked, most others only get the

generic receipt thank you.

• 10% decrease in attrition, 200% increase in projected value

• Thank them multiple times throughout the year• Create a thank you series (like the welcome series)

• Think of “next level” thank you strategies• Calls, hand written notes, cards from the kids, etc.

• Stand out >> Increase donor loyalty



14

Customer Service

• Yes, you need to think of donors as customers

• “Cancellation” is the finale but starts much earlier in the relationship

• “Very satisfied” donors are 2x more likely to engage again

(10% >> 200%)

• Spend some time focusing on “customer satisfaction”

• Donors need to be personally invested with your organization



15

Communication

• Go beyond the welcome/thank you series and communicate• Engage on a regular basis, great content

• Give supporters more of what they WANT to hear about• Organizational impact (80%)

• Success stories (74%)

• More details about the organization (71%)

• Information on financial accountability (41%)

(Community Philanthropy 2.0 Survey)

• Show the impact you have made with their help (donations)



16

Engage donors in multiple ways

• Don’t just do what you have always done

• Think of new ways to engage• attend live events, volunteer, sign a petition, peer-to-peer fundraising,

ask them to tell friends and family about your cause, post about you

on social media, etc.

• Get them to take small actions and do favors


MEASUREMENT,

TESTING,

ROI


WHY MEASUREMENT, TESTING, ROI?

Without data and testing, you are flying blind• What worked, what did not?

• Was it worth it? (Return on Investment - ROI)

Testing for your organization and project• Experts have all the answers…..

• Start with “best practices”, then test yourself

• Don’t assume other’s results will be your results


WHY MEASUREMENT, TESTING, ROI?

Small changes can have BIG results• WhichTestWon.com

Much easier to do online

Much easier to do from the beginning• Pre- and Post-


JUST DO IT

Make the commitment now….

“I will measure and test my

online fundraising

campaigns starting today”


MEASUREMENT


WHAT DO WE MEAN BY “MEASUREMENT”?

Standard definition • the action of measuring something

• the size, length, or amount of something, as established by measuring

Essentially, it is the process of counting, collecting and

tracking our results to be used as data points.

These pieces of data can then be analyzed and used in

our testing, experimentation and ROI phases.


MEASUREMENT IS KEY

Measurement is only step 1• Impossible to test or analyze without data

Data is great, but…• You need to do something with it

• Data should inform your decisions

• Testing and experimentation is the goal


WHAT TO MEASURE

It depends… of course

• What are you trying to accomplish?

• What tools are you using – email, website, social media?

• What data do you already have?


HOW TO MEASUREDepends on what you need

• Website - Awstats or Google Analytics

• Email - your email provider (MailChimp, Contstant Contact, etc.)

• Donations – your fundraising software or donor database

• Other – calculator and spreadsheet

Start small and increase over time• There are thousands of items you can track

• Don’t overwhelm yourself

• Choosing the right tools will make your life much easier


WHERE TO START

Email• Open rate

• Click-through rate

• Forwards, forward opens

• Actions

** Most email providers will track this automatically


WHERE TO START

Website• Visits, pageviews

• Avg. pages / Visit

• Avg. time on site

•Traffic sources

• Top pages

• % new visitors / % returning visitors

** Google Analytics will do all of this automatically


WHERE TO START

Donation Pages• Completion % (conversion rate)

• Simple method: Visitors / donations = completion

• Bounce Rate

Social Media• # followers / fans / Likes

• # mentions


WHAT NEXT?

Don’t get overwhelmed• Remember the right tools will make this easier

• Don’t need to work on everything at once

What to do with the data• The next lessons will cover this – Testing / ROI

What do our numbers mean?• Convio Benchmark Report

• Focus should be on improvement, not comparison


TESTING


TESTING AND EXPERIMENTATION

What do we mean by “testing”?• Basically just trying new things and measuring the results

• Using those results to inform future actions

Online makes this easier and cheaper• Direct mail vs. Email

Don’t fall in love with a campaign or tactic• Keep working to improve


TESTING AND EXPERIMENTATION

Don’t be afraid of poor results• Remember, failure is good (Module 1)

• Failure gives us an answer, try something else

Test throughout your campaigns• Mid-campaign adjustments can make or break

Small changes can make a huge difference• WhichTestWon.com


BASIC TESTING

PROCESS


BASIC TESTING PROCESS

1) Set goals / hypothesis• What is success for this test?

• If below goal by x then ____________

• If above goal by x then ____________

2) Measure current data• This is your baseline (Before)

3) Take Action• Try to change as little as possible for each test

• Otherwise, no way to tell what made the difference


BASIC TESTING PROCESS

4) Measure results• This is your results (after)

5) Compare and evaluate• Was there a difference?

• How can this inform other actions?

6) Rinse and repeat• New goal, action, measure, evaluate…

• It never ends


EXAMPLE TEST

1) Goal• Increase email open rates by 20%

2) Measure• Current open rate on emails is 10%

3) Take Action• Testing more engaging subject lines

• Holiday Food Drive Vs. “Will Marie have dinner tonight?”


EXAMPLE TEST

4) Measure results• Open rates on new email was 25%

5) Compare and evaluate• Was there a difference?

• Open rates increased from 10% to 25%

• How can this inform other actions?

• Test more engaging subject lines on all future emails

6) Rinse and repeat• New goal, action, measure, evaluate…

• Does video increase click-throughs in email?


IDEAS FOR TESTING


TEST DRIVE YOUR FUNDRAISING

One test you can run is User Testing• Having a live person go through your fundraising process

• Ask them questions and get feedback

1) Recruit testers – not familiar with the planning process

2) Conduct the test• Have them go through the entire process

• Email > landing page > donation > thank you

3) Interview them about the process• Thoughts, suggestions, trouble areas

• Be open to the feedback and use to modify as needed


IDEAS FOR TESTING

Always be looking for new items to test

• WhichTestWon.com

• What are others doing that you are not?

• Review your data.. Where can you improve?

• Remember businesses, infomercials, etc.

• Ideas are everywhere


EMAIL TESTING

Subject Lines

Text vs. HTML

Full article vs. teaser article

Use of Video

Frequency of emails


DONATION FORM TESTINGDifferent donation amounts

• larger, smaller, more options, fewer options,

Order of fields

Button text• Submit vs. Donate

Use of security logos, privacy policy

Use of images or video• Video/images vs. No images

• Different images – male, female, children, etc.

Single page form vs. multi-page form


WEBSITE TESTING

Different content “above the fold”• Most Wanted Response - Email capture, donate button, etc.

• Increased actions?

Website Hijack• Take over the homepage during major campaign – donation form

Different banners or buttons for key content

Different images or video

Colors – links, text, navigation


LANDING PAGE TESTING

Video vs. no video

Different Headlines, call-to-action,

Different images• Younger, older, male, female, smiling, stock or real, etc.

Limited navigation

* See WhichTestWon.com for many more ideas


RETURN ON

INVESTMENT

(ROI)


WHAT IS ROI?

Return on Investment (ROI)• an accounting formula used to obtain an actual or perceived future value

of an expense or investment.

•Or… Was it all worth it?

Funds raised – Expenses

ROI = -------------------------------------

Expenses

Should be a positive number or probably not worth it• A dollar is not always a dollar


RETURN ON INVESTMENT

Not going to be immediate… takes time• Don’t let this bog you down in the beginning

• Keep it in mind and add it into your campaigns over time

• If you are measuring and colleting data, the data will be there

This is why we measure• Pre and post-measurement

• Our data and testing helps to figure this out

• This is also why setting our goals is key


RETURN ON INVESTMENT

Expenses are not just money• Staff time and resources are an expense too

• Look at the whole picture

• Example – Annual Gala

Success = Dollars raised • That is of course one measure

Now need new ways to evaluate success• What about donor engagement, feeding the funnel, etc.

• What is success for your org?

• What actions lead to bigger returns down the road?

• Look at ROI over time, not just one snapshot


TYPES OF ROI

Hard ROI• Quantitative – can be counted / measured

• Web traffic, email signups, etc.

• Software can help us here – Google Analytics, email software

Soft ROI• Qualitative – opinions, feelings.. Much harder to measure

• Awareness, education, engagement, etc.

• Usually found through surveys, focus groups, etc.


EXAMPLES OF OTHER ROI MEASURES

Hard ROI (Easier to measure, numbers)Money raised

Increase in # of supporters and # of major donors

Email acquisition

Social media mentions

Blog mentions

Increase in Likes / Followers

Traffic to your website (Where from?)

Soft ROI (Hard to measure but vital to long term success)Increased awareness / branding

Higher engagement

Community building

Education


WHERE TO START?

What are your goals for the campaign?• Dollars raised, email acquisition, etc.

• Select the items to measure based on these goals

Start tracking “True” expenses• Money and time

Run the numbers• Check them during and after the campaign

Was it all worth the expense/effort?


@nonprofitrd

www.NonprofitRD.com/FB

www.NonprofitRD.com/IN

www.NonprofitRD.com/gplus Rich Dietz

[email protected]


THANK YOU

FUNDRAISING CAMPAIGNS PART 21. Online fundraising 101 2. Abila Fundraising Online (2 sessions) 3....

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Transcript of FUNDRAISING CAMPAIGNS PART 21. Online fundraising 101 2. Abila Fundraising Online (2 sessions) 3....