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Avalon Consulting Group

www.avalonconsulting.net

Client Training DayDirect Marketing 101: Digital

September 7, 2017

©2017 Avalon Consulting Group.

All Rights Reserved.

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Online revenue is growing, but still makes up roughly 10% of total revenue

$-

$2,000,000

$4,000,000

$6,000,000

$8,000,000

$10,000,000

$12,000,000

$14,000,000

$16,000,000

$18,000,000

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

Direct Mail Email Other Telemarketting Web White Mail

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Why is integration so important?More channels = better donors

73%74%75%76%77%78%79%80%81%

$0

$20

$40

$60

$80

$100

$120

Income/Member Average Gift Retention

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Integrate communications to avoid confusion and save time

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Integrate communications to avoid confusion and save time

Grid online schedules with all other channels and determine who’s getting what and when

Integrate production schedules to streamline execution

Identify online-only opportunities

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Attract site visitors with user-friendly

sign-ups and website promotionsAsk for appropriate

information and limit

what you require

Splash pages bring

attention to urgent

campaigns and can be

used for email collection

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Collect email everywhereThere’s no silver bullet

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Maximize lead generation and drive traffic

List chaperones

Email appends

Petition-based sites

Social media

Retargeting

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Roll out the welcome mat to engage immediately after sign up

Week 1 – Welcome email

(thank you for joining, like us

on social media, send an e-

card, visit our Action Center)

Week 2 – Take the quiz and

watch this video

Week 3 – Action alert

Week 4 – Acquisition ask

Week 5/8 – Sustainer ask

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Apply the same good fundraising disciplines as other channels

Define the universe

– Segmentation – who are you emailing?

Define the program strategy

– Case for giving

– Call to action

– Ask string(s)

– Technical/functionality

Define creative/copy most appropriate for online

Define your tests

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Anatomy of an email

Envelope information

Ask and case for support

Landing page

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Test messaging style,

tone, written vs. video,

humor, etc.

Get to the point

Think campaigns,

not email blasts

Craft an appropriate message for the audience, the time, and the need

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Make it easy for your supporters so they will stay engaged

• Seamless transition from email to landing

page and between channels

• Responsive design should be used for

email templates and donations forms

• Automate follow-up emails

• Provide donation opportunities

everywhere

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Test, test, and then test some more!

Countdown clock

Donation form layout

Personalization

HTML vs. text

Size of hyperlinked text

Text vs. buttons

Ask string order

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Cultivate, engage, and educate to keep supporters close to your mission

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Invite interaction. Ask supporters to give feedback, share content, or take action

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Thank your supporters early and often for their time, energy, donations, and more

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Track, measure, and analyze your metrics to inform future strategies

Website:

Conversion rate – sign ups, donations, actions

Exit pages

Path and time on site

Mobile traffic

Emails:

Open rate

Click-through rate

Response rate

Average gift

Delivery and bounce rates

Unsubscribe rate

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Analyze and benchmark against the industry and your own results

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Check out these industry resources for tips, ideas, and insights

eNonProfit Benchmark Study (M+R and NTEN)

http://mrbenchmarks.com/ (2016)

Blackbaud Luminate Online Benchmark Report

http://hi.blackbaud.com/luminate/2016-luminate-online-benchmark-report.pdf (2016)

Nonprofit Technology Network

http://www.nten.org/

Care2’s online nonprofit marketing blog

http://www.care2services.com/care2blog

Idealware

http://www.idealware.org/

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Questions?

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Thank You!

Amy Vanpouille PadreDigital Services Director

Avalon Consulting Group202-627-6525

amyp@avalonconsulting.net

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