Nathaniel Ward's presentation to the Leadership Institute's comprehensive fundraising school on September 30, 2013 about online fundraising and digital marketing, including social media and e-mail, with examples drawn from The Heritage Foundation.
Understanding Discord NSFW Servers A Guide for Responsible Users.pdf
How to use digital tools to make money online
1. The fun stuff: How to use digital
tools to make money online
Nathaniel Ward
September 30, 2013
2.
3. Two goals for digital fundraising
1. Building relationships
2. Making money
4. A few rules
• Do things that work, not things that are trendy
• Don’t treat your online donors differently
• Don’t be afraid to ask. If you don’t ask, they
won’t give.
5. Where to begin
1. Your web site—20% of Heritage online giving
2. E-mail list—80% of Heritage online giving
3. Mobile—13% of Heritage online gifts via phones & tablets
4. Social media—0.1% of Heritage online giving
9. Use your website to build
relationships and make the case
• Show your impact and successes—what does
someone’s donation support?
• What are you doing to advance the cause your
donors care about?
11. Donors with e-mail address are
more valuable
$78 $79
$116
$207
$0
$50
$100
$150
$200
$250
Online Donor Offline Offline w/ Email Dual Channel
Revenue per Donor by Channel of Giving
12. How to build your e-mail list
• Offline
• Direct mail reply forms
• Events
• Online
• E-mail signup forms on your site
• Surveys, polls, and petitions
• Donations
15. Think in terms of funnels
Open an
e-mail
Click the
e-mail
Donate on
your site
Remember, your donors can only give once they
get to the donation page.
17. Tips to strengthen your
fundraising e-mails
• Focus on getting someone to click in the e-mail
• Send donors to a dedicated landing page, not
to your home page
• Use similar copy on your landing page and in
your e-mail
19. Your donors probably use a mobile
device of some kind
• 91% of American adults have a cell phone
• 56% have a smartphone
• 28% own an Android
• 25% own an iPhone
• 4% own a Blackberry
• 34% own a tablet
Source: Pew Internet http://pewinternet.org/Commentary/2012/February/Pew-Internet-Mobile.aspx
20. Mobile traffic on Heritage.org is up
300% in two years
0%
5%
10%
15%
20%
25%
Jan-11 Apr-11 Jul-11 Oct-11 Jan-12 Apr-12 Jul-12 Oct-12 Jan-13 Apr-13 Jul-13
21. iOS users give most online gifts
• 13% of Heritage online revenue is from mobile
• 89% of mobile gifts from iOS
• 66% iPad
• 23% iPhone
25. 4. Use social media to build
relationships, not to drive gifts
26. Social media may not be a good
target for fundraising
• 51% of conservatives use social media weekly
• But just 39% of those 65+, a key demographic
• Just 14% of social media users say they want
to donate from social media
• 27%+ would sign a petition
• 18%+ would contact their lawmakers
27. Facebook is where the action is
Where social media users say they go weekly
• 71% Facebook
• 19% Google+
• 18% Twitter
• 12% LinkedIn
28. This is our most successful social
media fundraising post of the year
It brought it just 26 gifts.
29. How to build an online campaign
that really makes money
33. Use all your channels together to
build a single campaign
Overall
goal
Mail
Online
Phone
34. Remember to ask for money
• All else being equal, more e-mails means more
revenue
• Don’t base your e-mail schedule on what you
think you’d like to receive
• Ask all your donors for money, even those
acquired offline
35. To recap . . .
• Do things that work, not things that are trendy
• Don’t treat your online donors differently
• If you don’t ask, they won’t give
36. And the number one trick to being
a great online fundraiser?
37. Assume you have no idea what
actually works.
But more about that in the next session.
