how to fundraise using email (rachel collinson)
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TRANSCRIPT
October 2012
Institute of Fundraising
Effective fundraising by email
Maximising gifts: segment
www.engagingnetworks.net
People like to feel you know them personally
Build segments from:
• Last donation amount• Time since last donation• Type of donation• Gift completed / not• Other website actions• Region
www.engagingnetworks.net
An example
PETA France
• Email included either fundraising ask or campaign ask depending on segment
• Segment based on activity level and donor capacity
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segment profile number
donor: lapsed 0 512
donor: moderate 0-24 months / 0-99 € 552
donor: high 0-24 months / 100-200 € 20
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segment click through response
donor: lapsed 10.83% 1.17%
donor: moderate 20.86% 1.99%
donor: high 25.00% 5.00%
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segment average amount € gross €
donor: lapsed 28.33 € 170.00 €
donor: moderate 20.91 € 230.00 €
donor: high 150.00 € 150.00 €
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Interesting…
What does this tell us?
• Relevant, personal content = • Higher conversion rate• More donations• Higher average gift
Connecting to the donation page
Connecting to the donation page
• 3x the response of previous appeals
• £16.29 average gift• £5,736 total raised
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The importance of
Mobile optimisation
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We tested and found that
36% of recipients read on mobile
• If your email doesn’t work on mobile, your readers will abandon it
• We know this because only 1% look at email on desktop as well
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To avoid this…
Make sure you:
• Keep the format simple – one or two columns only• Have a view in browser option at the top• Make a single ask• Have text links as well as image links• Have a text only alternative
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To avoid this…
Make sure you:
• Optimise landing pages and donation forms as well• Use payment providers that support mobile
•TEST!
Find out more by
CONTACTING US
www.engagingnetworks.net