where to start with online fundraising and digital marketing
DESCRIPTION
Presentation at HandsOn Tech Silicon Valley in March 2013 for a group of nonprofits fairly new to online fundraising and marketing.TRANSCRIPT
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Where Do I Start? Online fundraising campaigns + digital marketing Wendy Marinaccio Senior Account Executive
Online Campaigns
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Building blocks: • Donate button throughout website • Donation form / payment processing • Email messaging • House file • Database • Tracking and analysis
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Red button
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Donation Form Best Practices
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• One-page donation process
• Short form
• Address any feelings of insecurity
• Ask string
• Test for your organization
• Resources at www.donordigital.com
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Email Best Practices
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• One clear call to action; multiple places to respond
• Message should come from a person
• Lots of links
• Keep it short
• Test to make sure it works for your audience
• Visual, but consider mobile
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House File
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Constituents you already have: • Current and lapsed donors • Prospects • Volunteers • Program recipients/attendees & their families
Acquisition: • Co-registration, chaperoned emails, other paid list building • Email gathering at programs, events, tabling • Quizzes, contests, action èMake sure people opt in èWelcome them right away
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Email Recipients/Data
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• Do solicit your file
• Remember to cultivate and steward
• Segment
• Create a suppression (“do not email”) file
• Use a communications calendar
• Sync with your donor database
• Gifts quickly thanked – gifts being entered
Create Campaigns
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• Gifts on your website (“white mail”) are the biggest source
• Year-end
• Membership/annual fund; renewal/join
• In conjunction with your other fundraising campaigns
• Corresponding with media or programmatic pushes
• At times that make sense for your organization
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Track and Analyze
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• Circle back to check on how well it worked
• Know how you will measure success from the beginning
• Free tools, source codes consistency will help
• Benchmark, but don’t be held back by it • Track across channels if possible
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The Next Step
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• Integrate your messaging across channels
• Create an automated welcome series
• Focus on monthly giving
• Segment your file
• Target and customize messages
Resources
• Donordigital blog & Twitter feed: @donordigital www.donordigital.com
• Nonprofit Technology Network: NTEN.org • Association of Fundraising Professionals;
AFP Silicon Valley Chapter Mentorship Program: afpsv.org
• Convio website: convio.com/resources
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Thank you!
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Have a question?
We’ll find your answer.
Wendy Marinaccio [email protected]
Mwosi Swenson [email protected]