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Welcome to Start Here! Building a Digital Fundraising Program:

Selecting Tools & Strategies

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Start Here!Building a Digital Fundraising Program

Selecting Tools & Strategies

June 11, 2020

Last week, Raise Heck and Media Cause made the decision to postpone our webinar—and to amplify frontline voices and

organizations fighting for racial equality.

We know that bold action to fight systemic racism is long overdue and that change doesn’t happen overnight. Together,

we stand in solidarity to provide support, to elevate critical voices, and do our part to fight for racial equality.

Black Lives Matter.

Agenda

• Welcome and Today’s Speakers

• We Need Digital Now

• Tools and Solutions – by Raise HECK

• Strategies– by Media Cause

• Q&A

Welcome and Today’s Speakers

Sally Heaven is Principal and Co-Founder at Raise HECK

Charlotte Kresse is Principal and Co-Founder at Raise HECK

Dan Reed is Senior Account Director at Media Cause

Nicola Leckie is Account Director at Media Cause

We Need Digital Now

• COVID-19• Face-to-face fundraising has stalled

• Events, canvassing, 5Ks

• Grants and other channels might be depressed or in distress

• Black Lives Matter demonstrations• Digital enables immediacy

• Nimble, flexible and responsive

• Outbound as well as inbound

Let’s Get Digital

• Digital fundraising and communications• Invest more in this channel now

• Do you have a solution, or tools?• How can you turn tools into solution?

• Do you have a strategy, or ad hoc messaging?• How can you turn ad hoc messaging into a strategy?

Your strategy should drive your solution

We help you raise heck for your cause!

How? By helping the best mission-driven nonprofits find and select the best tools, and use them to the best of your abilities.

Tools and Solutions – from Raise HECK

• Self assessment• If it ain’t broke, don’t fix it

• If it is broke, do fix it

• Prioritization

• How to find great tools?

Self Assessment

• What programs need to use digital?• Inventory of programs

• What software do we have right now?• Inventory of solutions

• Who uses this software?• Inventory of staffing

• How is it working for us?• Inventory of success

Self

Assessment

If It Ain’t Broke, Don’t Fix It

• Is it Broke? Yes/No• Use your Inventory of Success as a guide

• What are our requirements?

• Does our solution fulfill these requirements?

• It Ain’t Broke! We just aren’t using it effectively• How can we use it better?

• It’s Broke• Let’s find something else

Self

Assessment

Yes No

Can our current software

support our needs?

Training

Adoption

Staffing

Investment

Let’s go

shopping

Prioritization

• You now have a list of requirements!• Which ones are MOST required?

• Which are important?

• Which are nice to have?

• What’s the budget?• Money

• People

• Now you’re ready to go find the right tool!

Where to find solutions?

• Firefly Partners’ guide to Nonprofit Digital Marketing Tools

• NTEN’s resources on technology management

• Raise HECK and EveryAction’s guide to Rocking Your New CRM

How to decide?

• Let your prioritized requirements be your guide

• Don’t forget about the budget

• What’s the buzz?

https://fireflypartners.com/resources/download-our-nonprofit-guide-to-online-engagement-tools/

https://www.nten.org/top_level_category/technology-management/

https://go.everyaction.com/WC-2020-05-Raise-HECK-guide_LP.html?utm_source=content%20offer&utm_medium=partner%20promotion&utm_campaign=Raise%20HECK

©2017 Amy Small

Hi there. We’re Media Cause.A full-service digital agency for a greater good.

We accelerate the growth and impact of people and

organizations doing good in the world by focusing on five forces

for change — branding, marketing, advocacy, fundraising, and

technology — to build meaningful connections that move

missions forward.

What We’re Talking Through Today

Digital Fundraising Fundamentals (during challenging times)

● Audiences: definitions and application

● Finding your footing in challenging times

○ Messaging and case for support

○ Segmentation and stewardship

○ In-person event pivot strategies

● Top of funnel best practice

● The donor journey: user experience

But first: some context

Recession Fundraising


Total giving to charitable organizations was $410.02 billion in 2017 (2.1% of

GDP). This is an increase of 5.2% in current dollars and 3.0% in inflation-

adjusted dollars from 2016.

Giving has increased in current dollars every year since 1977, with the

exception of three years that saw declines: 1987, 2008 and 2009.

Prior to the 40-year period 1977–2017, total giving was consistently at or

above 2.0% of GDP. It fell below 2.0% throughout most of the 1970s, 1980s,

and 1990s.

Total giving as a percentage of GDP rose to 2.0% and above through most of

the 2000s, but then dropped to 1.9% in the years 2009 to 2011. Total giving

as a percentage of GDP was 2.1% for four of the five years, 2013–2017.

Source: Charity Navigator; https://www.charitynavigator.org/index.cfm?bay=content.view&cpid=42, Giving USA 2016 Report Highlights

https://www.charitynavigator.org/index.cfm?bay=content.view&cpid=42

Recession Fundraising


On the left, total US giving 1969-2011; on the right, total US food bank donations 2007-2009.

Source: Russell Sage Foundation and The Stanford Center on Poverty and Inequality: Charitable Giving and the Great Recession

Challenges donors see as themost important for society to address for the future


3,254 people in the United States who give to charity and who had

itemized charitable deductions on their tax returns.

What donors prioritize is often very fluid.

Source: Fidelity Charitable, The Future of Philanthropy, Where individual giving is going (2016): https://www.fidelitycharitable.org/content/dam/fc-public/docs/insights/the-future-

of-philanthropy.pdf

PEST Analysis


● Political Factors

○ Federal legislative changes

○ State legislative changes

○ Federal/state policy

● Economic Factors

○ Federal/state fiscal changes

○ Inflation

○ Interest rates

○ Growth or decline in economy

○ Level of unemployment

○ Trends in disposable income

● Sociocultural Factors

○ Demographic patterns and trends

○ Societal concern for the cause

● Technological Factors

○ Development of new digital media

○ Trends in internet use and penetration

○ Organization infrastructure costs

Audience Segmentation

“Digital” Audiences (all with varying degrees of overlap)


● Social Media Audiences

○ Fans of yours

○ Fans of yours and on your email file

○ Fans of yours and on your email file and have made a gift

○ Fans of others orgs like yours

○ Fans of yours and engaged with your content

○ Not a fan of yours but engaged with your content recently

● Website Audiences

○ Website Visitors who leave after 30 seconds

○ Website Visitors who stay for more than 5 minutes

○ Website Visitors who go to a donation form but then leave

○ Website Visitors who make it to a donation form Thank you page

● Search Audiences

○ brand keyword searchers

○ relevant keyword searchers

● Email Audiences (known donor file)

○ Non-Donors

○ Volunteers

○ Active Donors

○ Multi Year Donors

○ MYBUNT

○ Lapsed Donors

○ LYBUNT

○ Unengaged Active Donors

○ Unengaged Lapsed Donors

○ Mid-level Donors

○ Board Members

○ One Appeal per year Donors

○ New Donors

○ Recent Donors

○ Monthly Donors

○ Email Openers

○ Email Clickers

○ People who joined your list a moment in time for a particular reason.

○ People who gave a gift at a moment in time for a particular reason.

Segmenting Audiences


● Segmenting audiences allows you to:

○ Send the right message at the right time in the right place

○ Measure performance among different cohorts

○ Automate best practices

○ Test tactics within a like audience to inform future decision making

○ Suppress people appropriately

○ Move donors through their lifecycle and drive the highest possible LTV

Finding Your Footing During Challenging Times

Messaging


● Don’t stop fundraising!

● Think (even more) about tonality and be transparent.

● Focus on the mission.

● Apply hyper-segmentation strategies with unique

asks.

○ Monthly donors

○ Multi-Year Donors v. First-Year Donors

○ Board Members

○ Volunteers

○ Mid-Level donors

○ Active v. Lapsed

● Lead with empathy (it’s not about you!)

● Are you directly responding to the crisis?

How?

● If not, how has your organization addressed

continuity of services? What are the

increased costs?

● Will there be a budget shortfall and if so,

how will that affect your mission and specific

program outcomes?

● How critical is your mission now? What or

who is at risk?

● Why is it important that your organization

be sustained beyond this crisis? Specifically?


Your Case For Support

Know Your Segmentation Strategy


Prioritize our donor segmentation strategies based upon:

● Recency: Time since last gift

● Frequency: The number of gifts that have been given

● Value: The value of the gifts given

● Propensity: The likelihood a person will make a gift

● Capacity: The ability a person has to make a gift

Segmentation Strategies


● Volunteers: Proactively bring this group into the unique problem that you now have to solve for. Involving them in the

planning process can help create a sense of ownership in your mission as well as help to keep this group close as you

navigate this tough stretch ahead.

○ Board Members

○ Program Volunteers

○ Fundraisers

● Monthly Donors: Create two to three segments within this group splitting between monthly gift amount (high $ v. low $)

and recency of first monthly gift.

○ Consider a special one-time ask for higher level and most loyal monthly donors and/or an upgraded monthly gift

ask. Be considerate with the very modest and very new monthly donors. They might be worth suppressing.

Focus on Donor Stewardship - for MVPs


Get on the phone —

● Widen your outreach pool: if the CEO normally only calls donors who give $10,000 or more as part

of an enhanced stewardship strategy, lower that threshold to $1,000 and consider calling corporate

partners, too. Think about utilizing your canvassing team to help.

● If select segments are omitted from either the digital or DM appeal, cultivation and stewardship

messaging, fold them in now. Consider that costs to renew donors will rise in the short term, but

value in the long-term remains high.

● Ask how donors are doing and what they need first.

Now is a moment to consider deep segmentation. For core, long-standing supporters (multi-year sustainers,

mid-level groups, and higher), invest differently. This is your most important and most diverse group.

Focus on Donor Stewardship - for MVPs


Provide needed relief / support your canceled event

● Plan a physical delivery of something that will remind supporters of you while

promoting the idea of giving to your org when they receive it. Examples

include: tea kit for 19th Amendment anniversary party; commemorative item

from a nonprofit who hosts private events for those who had to cancel

weddings. (Great time to support local biz partnerships!)

● Make it easy for your supporters to support you — Provide donors and

advocates with a toolkit that includes language they can share on their social

channels encouraging people to get involved and give to you. Be sure to

consider tangential audiences (i.e. for student groups, both alumni and their

parents are worth tapping)

Expand the definition of “MVP”


Expand your VIP in-person event to a larger audience — Consider moving your

expensive Gala to a digital event; for a wider audience. Present an event with a broad

audience is a great engagement for mid-level donors to see what their major giving

could look like.

Present new voices — Now would be a great time to create a dialogue between your

donors and program staff; digitally. Consider Q+A’s, Facebook LIve or other less

common channels (Zoom, HouseParty, TikTok)

Top of Funnel Best Practice

Meaningful Content Generation

Based on what the data tells you, shifting funds away from acquisition spend may become a reality. Think about

which channels are critical and how you can reallocate staff time that would have been used for acquisition to

content creation instead.


Support search first, for new and retained donors — This is not a place to cut spend. Make sure your keyword

and ad strategy is robust and rigorously reviewed, including with Custom Match campaigns.

Keyword-rich landing pages to support search — Invest team time into creating relevant content and donation

pages that are optimized for SEO and paid search.

Lead generating content — Based on team agreements, stand up lead generating content, like pledges or

petitions. There are plenty of nonpartisan options, too, like quizzes and e-books.

UNDP Individual Giving Campaign - Media Plan

Standard Paid Media Mix

PLATFORM OPPORTUNITY ANALYSIS TARGETING MEDIA TYPE BUDGET

Google Ads Paid Search

Paid Search allows you to target people who are ready to give by serving ads at their moment of consideration.

● organization keywords● nonprofit vertical keywords● Custom match campaigns

Paid Search Text Ads

40%

Facebook/Instagram

Facebook/Instagram offers complex interest and lookalike targeting options as well as retargeting for site visitors, email

lists and people who have viewed your videos.

● Interest targeting ● Monthly donor lookalike● Website visitor retargeting● Email list retargeting● Video view retargeting

Video and Image Ads

33%

Google Display Network

Display retargeting is an effective way to stay top-of-mind while people browse the web, reinforcing your donation ask

and increasing the likelihood that people will give.● Website visitor retargeting

Static Image Banner Ads, Responsive Display Ads

27%

Total 100%


Google Search

Vendor Profile & Rationale Paid Search allows organization to target people who are ready to give by serving ads at their moment of consideration. Google is the most widely-used search engine globally.

Targeting● “organization” keywords

○ E.g. “undp”, “united nations”, “donate to the un”).● “nonprofit vertical” Keywords

○ E..g. “international organizations”, “global poverty organizations”)

Recommended Budget● 40%

38


Google Display NetworkAD EXAMPLE

Vendor Profile & Rationale Display retargeting is an effective way to stay top of mind while people browse the web, reinforcing your donation ask and increasing the likelihood that people will give. The Google Display Network is a flexible self-serve platform that allows us to easily retarget web visitors. Their responsive ad offerings adapt to multiple sizes and ad formats, increasing reach.

Targeting● People who have visited key pages but not yet donated:

○ organization website○ organization donation form○ organization special microsite


39


Facebook/Instagram AD EXAMPLE

Vendor Profile & Rationale Allows UNDP to reach your target audience in a native and engaging manner. Powerful interest targeting and lookalike audience building capabilities, as well as the ability to retarget web visitors, email lists and video viewers.

Targeting● Acquisition

○ Interest Targeting: Related organizations, charitable giving○ Lookalike of donor email list

● Retargeting ○ Website visitors○ Donation form abandoners


○ Acquisition: 2%○ Retargeting: 25%

40

Data Measurement


Data Measurement

● Three Types:

○ Financial/Accounting

■ Donation Forms/Campaigns

■ Funds/Designation

■ Donor History

○ Performance Measurement

■ Emails: deliveries, opens, clicks, gifts...unsubs

■ Ads: spend amount, views, clicks, gifts

■ Social Media: views, reactions, comments, shares, gifts

■ Web properties: referral source, views, clicks, gifts

○ Behavior Measurement

■ Content view duration

■ Referral source

■ Time since last gift

■ Time on file

■ Recency of opened email

■ Donor Retention

■ Gift Count

● Three Views:

○ Short-term (day-over-day)

○ Mid-term (month-over-month/campaign-based)

○ Long-term (quarterly to annually)

● Why?

○ So we can report to finance accurately and transparently.

○ So we can honor donor intent.

○ So we can speak to people appropriately.

○ So we can we can make short, mid and long-term decisions

(such as future investments) responsibly based on data and

facts.

○ So we can raise more money, more effectively and move

our missions forward, faster.

UX/Donor Journey


Donation Form UX and Donor Journey

● The average website donation form conversion rate is 22%.

○ 4 out of 5 people who land on a donation form don’t make a gift.

● Don’t underestimate the value of the user experience when it comes to converting donors.

○ Ease of use

○ Trustworthy organization and secure transaction

○ Psychological motivators to drive giving (and continued giving)



● Trustworthy organization and secure

transaction

○ Credit card data is secure and

encrypted

○ Organization is transparent, rated by

charity watchdog groups.



Psychological motivators to drive giving (and continued giving)

○ Confidence

○ Social cues

○ Emotive content

○ Tangibility/specificity


Post Donation Experience

Thank You Page

○ Beyond transactional

○ Emotive

○ Strategic

http://www.youtube.com/watch?v=hSW5hxuG8Hs

Q&A

• Ask a question live by using Zoom to “Raise Your Hand” (look in Participants)

• Or type your question in the chat and we’ll read it for you

Thanks for Coming!

• Raise HECK – visit us at www.raiseheck.com• Let’s get together and raise some heck!

• Media Cause - visit us at www.mediacause.org• We’re ready to create impact—together.

http://www.raiseheck.com/

http://www.mediacause.org/

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