1.
Online Fundraising Flexibility +
Strategic Email Marketing =
Powerful Results
Kimbia Webinar Series
Digital Fundraising in the Healthcare World
June 23, 2016

2.
Agenda
• Introducing Kimbia and Beth Interactive
• Online Fundraising Flexibility + Strategic Email Marketing = Powerful Results
– The Power (and Challenges) of Email Marketing
– Case Studies
– Email Marketing Best Practices
– Kimbia Technology
• Q & A

3.
Introducing Kimbia & Beth Interactive

4.
Taylor Shanklin
• aka “T-Shank”
• Sr. Manager, Product Marketing @
• Peer-to-Peer Fundraising Boss Lady
• Nonprofit tech nerd & writer
• Coffee, kids, wine
• @tshankcycles
• kimbia.com

5.
Kimbia provides an all-in-one solution for...
Online Fundraising
Event Registration
Peer-to-Peer, Team & DIY Fundraising
Giving Days / Crowdfunding
Custom Forms

6.
The Kimbia Solution
Embedded in an organization’s
existing website
• Enables branding control
• Increases donor conversion
by 30% on average
Mobile-ready responsive
• No need for web APIs to
build / style
Social sharing integration
Works with client systems of choice:
• Integration ease using data APIs
• App on Salesforce AppXchange
Secure, PCI Level 1
compliant forms
£€
¥
$ Multi-Currency
Multi-Language
20+
Gateways

7.
Beth Hatcher
• Founder and Principal of Beth Interactive Inc.
• Digital and healthcare marketing aficionado
• Passionate about building partnerships with
our clients
• International travel, languages, cooking, wine
(and mom to 10-month-old Iris)
• bethinteractive.com

8.
Beth Interactive
• Online strategy and consultation
• Email marketing
• E-fundraising
• Search engine optimization
• Web analytics, design, writing and
management
SPECIALTIES
Digital marketing agency based in Chicago with more than 11 years’ experience working
with hospitals, physician practices, healthcare and fundraising organizations
STRENGTHS
• Focus on your brand, consumer experience
and measurable results with every project
• Exceptional project management
• Targeted copywriting
• Meticulous attention to detail
• Clear communication

9.
Online Fundraising Flexibility +
Strategic Email Marketing =
Powerful Results

10.
Background
• Beth Interactive is the digital marketing agency for the Foundation of one of America’s
Top 15 Hospitals
• Provide digital marketing strategy/execution, form creation, email marketing and website
management
– External donor events and appeals
– Internal employee campaigns
– 15 Affiliated Organizations’ events
• Since 2014, Kimbia has been the fundraising platform for all donation and registration
forms—plus peer-to-peer fundraising campaigns

11.
The Power of Email
• Design, write, code and analyze email campaigns
for nearly all events for the Foundation and its 15
affiliates
• Campaigns range in size, from one to five emails
per event—and up to 16 for fundraising runs
• Flexible, cost-effective and targeted marketing tool
• Robust tracking capabilities and analytics
– Open rate
– Click-through rate
– Most popular clicks and heat mapping
– Bounces and opt-outs

12.
The Power of Email
• Design, write, code and analyze email campaigns
for nearly all events for the Foundation and its 15
affiliates
• Campaigns range in size, from one to five emails
per event—and up to 16 for fundraising runs
• Flexible, cost-effective and targeted marketing tool
• Robust tracking capabilities and analytics
– Open rate
– Click-through rate
– Most popular clicks and heat mapping
– Bounces and opt-outs
How do we track our success?

13.
Email Marketing Challenges
How can we keep
improving subsequent
emails using analytics?
3
Are our emails
generating
registrations and
donations?
2
What happens when
people click from our
emails to the website
or forms?
1

14.
Goal of this Webinar
• How to integrate email marketing and online analytics with the Kimbia platform to
drive engagement, advance your online fundraising efforts and create ROI
• Principles will apply to healthcare, e-fundraising and digital marketing across the board
• Case Studies:
1. Track Direct Conversions
Cancer Survivors’ Celebration Walk & 5K
2. Use Data to Streamline User Experience
Workplace Giving Campaign

15.
TRACK DIRECT CONVERSIONS
Case Study #1:
Cancer Survivors’ Celebration Walk & 5K

16.
Case Study:
Cancer Survivors’ Celebration Walk & 5K
• 23rd annual event attended by 4,000 cancer
survivors and supporters
• Campaign used Kimbia for all registration and
donation forms—plus peer-to-peer fundraising
• Crafted 13 emails over four months
• Goals included generating event registrations and
raising funds for cancer research
• Database included 50,000 previous registrants,
cancer patients and donors
• No other external marketing
• Challenge: track direct conversions as a result of our emails

17.
Solution
Use Kimbia’s reporting
tools to track direct
conversions:
Widget URL +
Referring URL
2
Add Google Analytics
code to each email
1

18.
Adding Google Analytics Code
• We can add a Google Analytics code to each email
through our email marketing platform
• Google Analytics identifies this email as a
Campaign, allowing us to track what website traffic
is generated as a result
• Using this code, our emails have generated higher
engagement than normal website traffic:
– More pages per session
– Longer visits
– More new visitors

19.
Using Kimbia’s Reporting Tools
• Kimbia tracks two clicks:
– Widget URL: The page on which the
transaction was completed
– Referring URL: The page the person visited
before the transaction page
– If anyone clicks on a link in our emails, the
Google Analytics code gets added to that URL
– We can take credit for those transactions as
direct conversions

20.
Widget URL Example
Donation Page
Widget URL

21.
Widget URL + Referring URL Example
Widget URLReferring URL
Donation PageHomepage

22.
Results:
Cancer Survivors’ Walk Email #5
• Sent on April Fools’ Day to 50,630 recipients
• Promoted a ticket price increase in 24 hours
• Email results:
– 401 people registered within 17 hours
– 29.5% conversion rate
– 61% mobile open rate
– 28% mobile transaction rate
• We used this data, combined with heat mapping, to
improve subsequent emails

23.
Results:
Cancer Survivors’ Walk Email #7
• Sent on May 5 to 49,675 recipients
• Included a list of fundraising teams and
physician leaders for the first time
• Results:
– Registration clicks were strong
– Surge of interest to fundraising pages
– Donations increased 10-fold
• We recommended focusing on fundraising
pages in the future

24.
Email Best Practice #1
Optimize for mobile
56% of all emails are opened on smartphones.
Make sure your templates are responsive.

25.
Email Best Practices #2 & #3
Design buttons for fingertips
Buttons have the highest click-through rate. The ideal size
for mobile buttons is 40px x 40px—perfect for fingertips.
Testing makes perfect
• Subject line split testing
• A/B testing
• Heat mapping
• Segmentation

26.
Email Best Practice #4
• Build your database
– In general, you can email anyone who has interacted with your brand in the past 18
months
According to our email marketing platform, this includes people who have ”asked to receive
emails from you or who have had a clear relationship with your organization (as a customer,
employee or volunteer, for example) in the last 18 months.”
– Hospitals:
According to the HIPAA Privacy and Security Omnibus ruling of January 2013,
healthcare organizations may target fundraising based on a patient’s services or his
or her physician’s identity—and engage physicians in making personal appeals to
patients.
– Review fair use of HIPAA data and CAN-SPAM act with your legal team

27.
Email Best Practice #4 (continued)
• Channels for gathering emails include:
– Email subscription pop-up or form
– All website forms: Contact Us, Jobs, Bill Pay,
Appointment Requests, Class Registrations
– Donor, event or transaction data from Kimbia
– In-person events
• Ensure online forms always capture email addresses
• Quid pro quo: if you are giving something, ask for an email
in return
• If preferred, you can institute opt-in/opt-out questions
29,202
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000

28.
USE DATA TO STREAMLINE USER EXPERIENCE
Case Study #2:
Workplace Giving Campaign

29.
Case Study:
Workplace Giving Campaign
• Internal employee campaign for 20,000
employees across four hospitals and three
geographic regions
• Campaign used four sets of Kimbia forms for
Payroll Deduction, Credit Card Donation and PTO
Deduction based on separate audiences
• Crafted five emails over four weeks
• Goals included raising funds and growing number
of online donors—plus educating employees on
giving opportunities and increasing overall
engagement

30.
Workplace Giving Campaign Challenges
• Ensure employees receive confirmation
messages at correct email address
• Pre-fill employee information to streamline
responses
• Use (but hide) each employee’s business unit to
track participation and guide fund distribution
by region
• Track conversions by group, by gift and by email
campaign

31.
Solution
Use Kimbia’s
Automatic Data
Capture and hidden
field capabilities
2
Leverage our email
marketing platform’s
personalization tools
1

32.
Personalizing Employee Data
• Used dynamic fields for first name, last name,
email and (hidden) business unit
• Data was pulled from HR database for accuracy
• Coded dynamic personalization within every link:
http://www.mycampaign.com/?e=[% member:
email]&f=[% member: first_name]&l=[% member:
last_name]&r=[% member: region]
• Data flowed successfully from database to email
to website
• Next step—ensure Kimbia forms knew what to
do with the data

33.
Using Kimbia’s Automatic Data Capture Tools
• Automatic Data Capture defines data fields and
captures the data when provided
• When a user clicked on our email’s personalized
links, their data followed and pre-filled on the
Kimbia form
• While data for the business unit question also
followed, we chose to hide the question on
Kimbia’s front-end for strategic reasons—though
the data wasn’t lost

34.
Workplace Giving Campaign Data Flow
Email Database
Email Inbox
Website

35.
Workplace Giving Campaign Data Flow
Email Database
Email Inbox
Website
Kimbia

36.
Improve donor and participant experience with
faster registrations/transactions for returning
participants
• Keep it simple for your loyal, returning
supporters
• Pre-fill ID = Kimbia data tag containing
interaction history data
• Set up in just 5-10 minutes
• Pre-fill form with donor or participant
details such as name/email
Effective Results with Smart Data & Pre-fill ID

37.
Effective Results with Smart Payments
Simple Pay is the Amazon One-Click
of the charitable world.
• Repeat donors can give again faster
• Two simple steps: Name & Zip code,
click to donate
• Secure information always remains with
your payment gateway
INCREASE ENGAGEMENT & DOLLARS
30+ %
Higher
Conversion

38.
Results:
Workplace Giving Campaign
• Campaign exceeded goal by 39% (and counting)!
• Our emails generated 793 gifts—61% of all gifts
made online
• Emails generated 62% of all website traffic
• Pre-filled data streamlined the user experience—
no errors or complaints!
• Email addresses were entered accurately and
confirmation messages received
• Hidden business unit question helped gift processing
team immensely

39.
How Analytics Affected Donation Amount
• Using this data, we calculated the average online gift
based on type: Payroll, Credit Card or PTO Deduction
• Payroll deductions were three to six times the size of
credit card and PTO gifts
• Used Email #4 to focus on the “Power of Payroll”
• Donations surged—surpassing the response from prior
emails!
• 26% of all online payroll deductions made in two days

40.
Email Best Practice #5
Refresh Downstream Conversions
Pull email results 48-72 hours after sending—and remember to update all conversions
every time you send a new email to take credit for downstream revenue.
134 payroll deductions104 payroll deductions
Two days after sending Email #1 Two weeks after sending Email #1
14 PTO deductions10 PTO deductions
39 credit card gifts28 credit card gifts

41.
Email Best Practices #6 and #7
Watch your opt-out rate
Are users getting too many emails? If your opt-out rate
exceeds 1%, you may be emailing too often.
Clean up your email data
People mistype their emails. It’s a time-consuming but
worthwhile practice.
Domain Name
ameritech.net
ameritect.net
amertitech.net
earthlink.met
earthlink.net
eathlink.net
gmail.com
gmail.ocm
gmial.com
vs.

42.
Check your inbox for the slides, recorded webinar and Best
Practices tip sheet—and register for the second webinar in our
series:
15 Nonprofits, 1 Platform, 3 People:
Unique Fundraising Made Uniquely Easy
Thursday, August 25, 2016 @ 1pm
Beth Hatcher
773.332.4022
beth@bethinteractive.com
Thank you!
Taylor Shanklin
512.222.4219
taylor@kimbia.com
#KimbiaWebinars @KimbiaInc

43.
Q & A