6. Fundraising Stats
• 50+% of your online solicited donations will come from your
house list.
• Average donation will be between $45 - $55.
• Average age of the donor is between 55 and 65.
• Email fundraising is up 40% year after year.
• 79% of non-profit groups raise money online.
• Average time between donations 100 days.
• Campaign value of a donor: $108.
7. The Natural Approach
• Contributors: “The Core” –
This group demands the most
attention and respect.
Donor
• Advocates: “Ground Troops” –
the people we call on to
sacrifice and take action.
Advocate
• Subscribers: “The Field” –
focus here on conversion to Subscriber
higher levels.
• Visitors: “Virtual Targets” –
Website visitors. Visitor
• Potential Targets: “The rest” –
Who would potentially
support your org?. Target
8. The Journey is Different for Everyone
Will you
Email #3 give $?
Email #2 Will you
help?
Email #1 Hi!
Campaign Timeline
9. Some best practices… Do’s and Don’ts
• Do’s • Don’t
– Thank your donor. – … assume they have all the
– Acknowledge that they are a money in the world.
donor in every touch. – … burden them with asks
– Send them exclusive when they gave yesterday.
information. – … forget to reach out in
– Ask them to be more person if possible.
engaged. – … share their info for others
– Ask them to help raise to solicit until after the
donations. campaign.
10. Customizing Touches
• Address them in each email.
• Reach out to them on SocNets.
• Reach out to them on snail mail.
• Check and see if they are opening
their emails.
• Acknowledge how much they gave (and can give).
• Take care of where and when you solicit.
11. Treat Them Differently
• What’s in it for them?
• Sweeten the pot.
• Overcome hesitation.
• Offer premiums
• Make them feel special
• Make them feel part of a force
• Always strive to get above the noise.
12. Target the Right Moment
• Be “journey-specific.”
• Why would they respond now?
• Match the message to the moment.
• Do you know when they open their emails?
• Fewer asks, more time spent in preparation.
• Always strive to get above the noise.
13. Set Goals
• Broadcast your goal internally.
• Broadcast your goal publically.
(Maybe).
• Be sure you can measure.
• Be sure you do measure.
• Think long term success, short term viability.
• Always strive to get above the noise.
14. Set a Time Limit
• Put a time limit on your call to action.
• An obvious deadline or manufactured?
• Help them visualize the deadline.
• Why would they care about your deadline?
• Be a good steward of their time.
• Always strive to get above the noise.
15. Measure and Crow a bit!
• Check your score.
• Measure your success in real terms.
• Compare your results.
• Broadcast internally.
• Broadcast globally.
• Crow, and crow some more.
• Always strive to get above the noise.
16. Tactics for 2012
• Ad Management – Set a monthly budget to determine best audiences and raise
lists of supporters
• Prospecting / List Building – Petitions, news-driven momentum
• Email Management – Set a calendar of scheduled asks, newsletters, create auto-
responders
• Donor Cultivation – Set levels of immediate contact (e.g. alert campaign to call
donors who give over $500)
• Social Networks – Set budget for advertising and create innovative campaigns
• Outreach – Host numerous blogger, donor and supporter calls
• Website development & maintenance – Target website launch as a major milestone
• SWAT effort – Launch overnight campaigns on earned media moments
• Viral Videos - Schedule monthly video launches, event recordings
17. Best Practices for Email Solicitation
• Short subject lines • HTML or Text?
• Numbers in the subject line • Renting?
• From whom? • Buying?
• Personalize the email • Exchanging?
• Short or long? • How to test
• Use links sparingly • What to measure
• Timing is everything • What to do next
26. What is Donation Pages
• Award-winning online fundraising application.
• Served over 1500 campaigns since 2006
• Has helped raise tens of millions of dollars.
• Patented tested design for best donation conversion rates.
• Newly redesigned and launched this month!
• Reliable, secure, compliant and robust industry-leading
solution
• Integrated event ticketing system
• 24/7 support
