The document discusses strategies for successful online fundraising. It notes that $300 billion was raised in donations in 2008, with $15 billion raised online, a 44% increase from 2007. Some key points made include choosing between organic and paid methods for building an email list; creating effective landing pages; writing compelling donor-centric copy; and carefully measuring email and website metrics like open rates, click-through rates, and conversion rates. Online donors tend to be younger with higher incomes and give both online and offline. The document provides resources for nonprofit marketers and urges connecting on social media, but notes engagement is more important than Facebook ads.

1. The Art and Science of Fundraising Online Jocelyn Harmon, Care2 Allyson Kapin, Rad Campaign

2. Did you know? 300 billion was raised in 2008. – Giving USA $15 billion was raised online in 2008 – a44% increase over 2007) – Blackbaud $21 million has been raised by Causes since its launch three years ago. 30% of online giving happens in December.* Average online gift was $144.72.* *Source: 2008 donorCentrics Internet Giving Collaborative Benchmarking Analysis

3. Did you know? Online donors are younger.* Online donors have higher incomes.* Online donors give offline.* (The reverse is not true.) The Internet is a significant source of new donors.* 70% of 50 – 64 year olds are online. – Pew Internet and American Life Project *Source: 2008 donorCentrics Internet Giving Collaborative Benchmarking Analysis

4. 4 Steps to Online Fundraising Success

5. 1. Build a Great List

6. 2 Options Organic cultivation – via your own website, events, social networking sites, direct mail Paid acquisition – Google Ad Words, email append*, chaperoned emails, online acquisition (like Care2!)

7. 2. Create Killer Landing Pages

9. 3. Don’t Write Crappy Copy

10. Don’t Write Crappy Copy Be donor-centric Tell a story Be brief! Write to one person Use the active vs. passive voice Make an outline Edit, edit and edit some more Add images

11. 4. Measure Everything!

12. Measure Everything! Email Metrics Deliverability Open rate Click-through rate Unsubscribe rate Conversion Subject Lines Images Signatures Test low and high-dollar asks Website Metrics Visits Page Views Time on Site Bounce Rate Traffic Sources

13. What You Can Expect The average study participant sent 4 emails per month. Email fundraising response rates were .13%, and email advocacy response rates were 4%. The average gift size for a one-time online gift was $81.33. Annual email file churn was just under 17%. Online fundraising grew overall by 4.5% between 2008 and 2009. For half of the nonprofits in our study, online revenue either held steady with 2008 or declined. This decline was driven by a drop in the average gift size. Source: 2010 e-Nonprofit Benchmark Study

14. What About Social Media? Social media are not a panacea and Facebook is not FREE!

15. What About Social Media Engagement is key! Give donors choices about how to connect with you. Determine the “ROI” of your social media efforts? Return on Insight Return on Interaction Return on Investment Return on Impact

16. Resources for You 2010 e-Nonprofit Benchmark Study The Convio Online Nonprofit Benchmark Study donorCentrics: Internet Giving Benchmark Analysis Pew Internet and American Life Project www.frogloop.com Care2’s online marketing and fundraising blog www.marketingfornonprofits.org www.nonprofitmarketingblog.com

17. Connect With Us! Jocelynh@care2team.com @jocelynharmon www.marketingfornonprofits.org allyson@radcampaign.com @womenwhotech www.frogloop.com