This document summarizes a presentation about adding digital touchpoints to the donor journey. The presentation discusses integrating digital strategies like email, search, and mobile into fundraising. It provides examples of how digital fundraising can increase revenue and return on investment through lower costs per acquisition and higher conversion rates. The presentation also outlines a donor's typical journey and how non-profits can automate the supporter experience and tell their story through different digital channels to acquire, onboard, retain, and nurture donors.

1. Adding digital tough-points into the
donor journey
Digital Fundraising
PRESENTED BY SHANELLE NEWTON CLAPHAM
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2. WHO AM I?
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3. TWEET ABOUT THIS SESSION
@ShanelleOnline
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#DigitalFundraising
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4. IT’S ALL ABOUT INTEGRATION
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JUST IMAGINE THIS

6. SOME EXAMPLES THAT COME CLOSE
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7. DIGITAL IS
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8. Aware
-
Synopsis
Consider
-
Relevant
Action
-
Engage
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Donation
–
Emotion
Commit
-
Cause
YOUR DONOR’S JOURNEY

9. APPROACH TO DIGITAL STRATEGY
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10. MAKE AN EMOTIONAL CONNECTION
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11. TELL YOUR STORY IN EPISODES
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13. WHY YOU SHOULD GO DIGITAL
• Revenue – More of it
- New income streams
- Higher average gifts (cash donations)
• Return on Investment – Better quality, lower costs (for RG)
- Lower CPA (at least 15% lower than F2F in year 1)
- Much better first gift completion rates (300% better)
- Higher retention
- Break even faster
• Efficiency - Make your existing fundraising channels work harder
- Integrate digital touch-points into your traditional programs
• Diversification - New acquisition channel
- A different type of supporter and donor.
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14. MOBILE SHOULD BE THE CENTRE
OF YOUR DIGITAL STRATEGY
• 51% of email is opened on a mobile device but just 1.25% of websites
are mobile-friendly
• 17% of Australians shopped via their mobile in 2013
(UNICEF made 10% of their online revenue from Mobile donations)
• PayPal Australia reports that donations made online have grown 26%
in the last 12 months
• Social & mobile are so entwined that it has big impact on peer-to-peer
fundraising campaigns. The Leukaemia Foundation’s appeal revenue
for World’s Greatest Shave went from AU$14 million in 2010 to over
AU$18 million in 2012 after mobile was introduced into the fundraising
mix.
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The Zero Moment of Truth

15. SEARCH IS ESSENTIAL
TO YOUR DIGITAL STRATEGY
• In 2009, 80 per cent of internet sessions started with a Google search
– today that number is even higher
• There were 1.2 trillion searches in Google in 2012
• In January 2012, Google reported its first month where there were
more mobile searches than those performed on a desktop computer
• In January 2013, Google reported that desktop search was down for
the 4th consecutive month & that mobile searches make up 30% of
the search volume for some verticals (restaurants, beauty and
consumer electronics).
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The Google Grant
Google offers not-for-profits a
grant of $10,000 per month.
Max CPC $2.

16. EMAIL IS THE STRONGEST
DIGITAL CONVERSION CHANNEL
• Email converts at a higher rate (4.16%) than organic search engine
fundraising (2.64%) and social media (0.48%)
• In only four months in 2012, email views on iPads grew by 74% and
mobile devices by 34%
• If you segment your email database to send more targeted messages,
you are likely to get a 30% better open rate & a 50% click through rate
(CTR%)
• Implementing an automated follow-up email to an abandoned
donation could reap up to a 20% conversion rate.
Average NFP email click
to convert rate is 3%.
My clients enjoy 6-8%.
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17. DIGITAL FUNDRAISING
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18. Supporters
Email
subscribers
Online
advocates
App
Downloads
Survey
respondents
Donors
Appeal/ one-off
donors
Merchandise
customers
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Members
Regular givers
ACQUIRE NEW SUPPORTERS & DONORS

19. Aware
-
Synopsis
Consider
-
Relevant
Action
-
Engage
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Donation
–
Emotion
Commit
-
Cause
YOUR DONOR’S JOURNEY
Day 0 Day 4 Day 7 Day 13 Day 21 Day

20. MAKE AN EMOTIONAL CONNECTION
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21. POINT OF DONOR ACQUISITION
(CONVERSION)
Direct Mail Face 2 Face
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Web /
Mobile site
Social Media
Direct
Response
TV

22. AN INTEGRATED DONOR JOURNEY
New
supporter
acquired
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23. DIGITAL DONORS
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24. USE TECHNOLOGY TO
AUTOMATE YOUR SUPPORTER’S EXPERIENCE
Search is {keyword} dynamic
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25. DIFFERENT WAYS TO TELL YOUR STORY &
CONNECT WITH PEOPLE WHO CARE
Acquisition
Onboarding
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Retention
Nurture

26. DOWNLOAD THE EBOOK
Visit the website to download the ebook about How to Acquire Donors Online
http://www.parachutedigitalmarketing.com.au/our-services-are-digital-adventures/acquiring-new-donors-
online/
Free Chapter of Book: http://www.parachutedigitalmarketing.com.au/resources-and-free-stuff/
integrating-digital-fundraising-mix/
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Integrat ing
digital into
the overal l
fundraising
mix
by Shanelle Newton Clapham
This chapter is an extract from
Shanelle’s book about online fundraising,
Attracting Donors Online.
Let Shanelle Newton Clapham show you
how to implement digital fundraising that really works. Put your
donors’ needs first online and learn how to integrate digital into
your fundraising strategies and be rewarded with better quality,
and a greater number of prospects.
1
At t ract ing Donors Onl ine Digi t al fundraising that works
www.parachutedigitalfundraising.com.au

27. Questions?
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