online fundraising strategies - what digital is good at
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Integrating Digital into FundraisingLunch & Learn Workshop
Wednesday 26th March 2014
Proudly Presented by Shanelle Newton Clapham
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Digital is just one piece of the puzzle
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Communication hasn’t changed, our behaviour has
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What is the purpose of your website?
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Stay focused on the donor
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Integrating Digital into the Overall Fundraising Mix
• Data
• Storytelling
• Onboarding
• Donor Journey
• Retention
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Case Study
The Wesley Mission
F2F + Mobile
+ SMS + Email + Video
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Can digital onboarding reduce attrition?
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How much do you know about your online supporters?
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Do you have a single view of your database?
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Digital success metrics
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Digital success benchmarks
Online Revenue (% of total fundraising income)
•7% is non-profit industry average
•It’s 14% in small non-profits under $1mill
•12% in medium non-profits between $1-10mill
•Only 7% for large non-profits.
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Digital success benchmarks
Non-profit website conversion rates
•3% conversion rate from visitor to donor• On par with Retail sector & above eCommerce sector
•15 - 18% of peer-to-peer donations are referred from Facebook
•11% of online revenue is from regular gifts (89% from cash) • but there was significant growth in online RG from 2011-
2012.
Website conversion Source: Mailchimp
Facebook Source: Artez Interactive Facebook Report Jan 2013RG gifts Source: 2013 eNonProfits benchmarks report
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Email success metrics
Email Marketing - Non-Profit Industry
•Open Rates 47%
•CTR • 3.6% from sent
13-18% from Open based on PD experience
•Email click to donation conversion 2-6% • based on PD experience
•79% of smartphone users open emails on their mobile.
Open rates Source: Mailchimp
Conversion rates Source: Parachute Digital
Smartphone Source: Source: 2013 Adobe Digital Publishing Report
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Trends starting to emerge
• Higher percentage of peer-to-peer & online donations via mobile channel• Leading to more donation transactions but at lower values
• Online gifts are of higher average value than offline gifts
• Search is delivering higher percentage of online conversions due to better utilisation of Google Grant.
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Case Study
Greenpeace – Ken & Barbie’s Break-up
Viral Video + Petition+ Stunts + Media + Advocacy
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Case Study
Animals Australia – Live Animal Exports
Media + Online Petition
+ Advocacy + DM
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Animals Australia
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Online helps supporters connect the dots & provides a
destination
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Appeal Content Planning
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Onboarding
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Offline onboarding strategy
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Online onboarding strategy
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Keep it simple
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Map out your onboarding strategy
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An onboarding strategy that includes digital channels
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The donor Journey
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The donor Journey
How we want our donor journey to look Reality
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Case Studies
Greenpeace.
F2F + TM + Email + DM
Wesley Mission
F2F + Mobile + SMS
+ Email + DM
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Ideally, the donor journey should integrate all channels
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Design the donor journey for retention
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What does your retention strategy look like?
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Retention, or Loyalty is
From the donor’s point of view•I like the brand•The cause matches my values•The organisation values my contribution•They keep me up to date•They have great customer service•They have a product that I want (to be a part of)•They make me feel good.
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Online is great at retention
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Personalisation
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Case Study
Amazon, eBay. iTunes
Email + Personalisation
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Integrating Digital into the Overall Fundraising Mix
• Data
• Storytelling
• Onboarding
• Donor Journey
• Retention
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Book a half day digital strategy workshop
for your organisation.
You choose the topic of your workshop.
Sydney half day workshops are $860 and
$100 will be donated back to your organisation.
BOOK NOW.
Strategy Workshop
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Digital Capability Training12-week Online Marketing course
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Thank you.It was a pleasure.