Using salsa to personalize donation asks
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Transcript of Using salsa to personalize donation asks
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USING SALSA TO PERSONALIZE DONATION ASKS
Rebecca Wyatt, Online Learning Specialist
Meghan Apfelbaum,Client Success Manager
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By the conclusion of this training, the learner will be able to:
• Effectively use merge fields to personalize donation email blasts, donation pages & thank you messages
• Segment lists for more personalized donation asks
Learning Objectives
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$ Email accounts for 1/3 of online fundraising revenue
$ Online giving increased 14% from 2012 to 2013
Why create donation pages?
2014 M+R Benchmarks Study
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Conversion rates on main donation pages
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• 39% who segment email lists
experience higher open rates
• 28% experience lower unsubscribe
rates
• 24% see increased deliverability
• 24% experience increased revenue
Why personalize your donation ask?
The Lyris Annual Email Optimizer Report
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Personalized donation pages and emails = HIGHER conversion rates
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HOW do I personalize donation asks?
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• Supporters who are interested in a particular program you offer
• Current donors• Lapsed donors• Action takers who have never donated• Major donors• New supporters
Groups of Supporters
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Personalizing Donation Asks: The Story
Organization Mission: Improve water quality and access in the United States
Organization targets the following issue areas in support of this mission:• Clean water• Climate change and water security• Privatization of water• Water conservation
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Personalizing Donation Asks: The Story
Supporter is a lapsed donor (gave two years ago, but has not given since then)
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Personalizing Donation Asks: The Story
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Three content items:• Email blast• Donation page• Follow-up emails
What to personalize
Information to share:• Information about
supporter interest area
• Your org’s position on the issue
• Acknowledge their previous gift
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Personalizing the email blast: Subject
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Personalizing the email blast content
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Personalizing the email blast: targeting
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Example fundraising emails!
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Personalize the donation page:
Add donors to groups
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Personalize the donation page: Add appealing images, but keep it secure
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Personalize the donation page:
Allow the option for recurring gifts
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Personalize donation page: Fund designation
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Personalize the thank you page
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Personalize the thank you page
Manually append the merge field values in the Thank You Page redirect field (on the Follow Up tab)
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Personalize the Follow Up Emails
Send conditions on Autoresponse Emails
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CONTACT INFO
Read, Learn, Discuss – help.salsalabs.com
Training & Learning – [email protected]
Salsa Support – [email protected]
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THANK YOU!