The Art & Science of Digital Fundraisingpursuant.s3.amazonaws.com/2014/Pursuant/Webinars/... ·...
Transcript of The Art & Science of Digital Fundraisingpursuant.s3.amazonaws.com/2014/Pursuant/Webinars/... ·...
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The Art & Science of Digital Fundraising
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Welcome!
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Tweeting?
@pursuant
#pursuantwebinar
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Webinar
housekee
ping We’ll be doing polls and taking questions
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Your Speakers
Rachel Muir, CFRE VP Training AFP Fundraiser of the Year Featured on Oprah, CNN, Today Show @rachelmuir [email protected]
Rebecca Segovia Executive Vice President Former Lead Account Manager, Convio @goconnectserve [email protected]
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6
Direct Response, Creative
Mail, Online, etc.
Our Fundraising Services
Stategic
Planning
Direct
Marketing
Digital
Strategy
Mid-Level
Giving
Major
Gifts
Analytics
and Modeling
Donor Intelligence
Drives Services
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7
MAJOR
DONORS
MASS
MARKET
Donor Growth Platform
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Agenda
What makes digital
fundraising king Core
campaign ingredients
5 steps to
campaign
success
Q&A with
Becca
FREE digital fundraising guide pursuant.com/SocialBuzz
Inspiring examples
from winning campaigns
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Download today’s whitepaper at Pursuant.com
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Poll: Rate your digital campaign expertise
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Type in: Are you monetizing Facebook Likes?
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Why Digital Fundraising is King • Fun • Educational • Deeper Engagement
FREE guide to digital fundraising at pursuant.com
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In today’s world people are OPEN…
On Demand Expect info and action
“right now”
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Personalized Must cater to many markets of one
Ondemand Expect info and action
“right now”
People want messaging that’s…
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Personalization
Achievement / Status
Historical
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Engaged Share profound events, realities
Personalized Must cater to many markets of one
Ondemand Expect info and action
“right now”
In today’s world people are OPEN…
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Engaged Share profound events, realities
Personalized Must cater to many markets of one
Ondemand Expect info and action
“right now”
In today’s world people are OPEN…
Networked Constantly connected
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Who Is Connecting Online?
86%
78%
74%
58%
Gen Y
Gen X
Boomers
Matures
engage with charities online
#pursuantwebinar Source: Next Generation of American Giving (2013) Blackbaud.
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69% of giving is from donors 50 & up
Generations Contribution to
Total Giving (% of total dollars)
Source: Next Generation of American Giving (2013) Blackbaud.
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Educate
Your case for support teaches participants about your mission
Entertain
Give them an experience they'll want to engage with and share with others
Core digital campaign ingredients
@pursuant #pursuantwebinar
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Plan strategically for maximum impact.
@pursuant #pursuantwebinar
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Set quantifiable goals.
@pursuant #pursuantwebinar
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Create a Pre-Launch Buzz.
@pursuant #pursuantwebinar
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4 ways to create a pre-launch buzz…
Promotional emails
Partnerships
Personal URL emails &
postcards
Social media
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Design an engaging experience.
@pursuant #pursuantwebinar
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Incentivize & make it easy to share
@pursuant #pursuantwebinar
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Viral success = reward sharing & recruiting
Incentivize people to participate
Offer something your participants value
Make sharing EASY throughout
Reward sharing with incentives
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The end is the
beginning of cultivation
3 secrets of digital fundraising success
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31 Develop a long term strategy
ACQUIRE
CONVERT
STEWARD & ENGAGE
THANK
ACTIVATE
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The end is the
beginning of cultivation
3 secrets of digital fundraising success
Optimize behavioral data on donors
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Predict
Most likely to give prospects
Segment strategy
Prioritize resources, staff and time
Leverage your donor data to…
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The end is the
beginning of cultivation
Develop a long term strategy
3 secrets of digital fundraising success
Optimize behavioral data on donors
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35 Actively deepen donor relationship
ACQUISITION
NEW NAME
MONTHLY/
SUSTAINING DONOR
MAJOR OR
LIFETIME
DONOR MID-LEVEL
DONOR
2ND GIFT
STRATEGY
NEW DONOR
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Try this at home: Inspiring examples from winning campaigns
@pursuant #pursuantwebinar
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Barbara Bush Family Literacy
Goal: grow small file, build brand
Phase one: Viral acquisition (edutainment quiz)
Incentive: Matching challenge (corporate sponsor)
Almost 25,000 votes (names)
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Phase two: Campaign update and ask
Mother’s Day ask with match
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Phase three: Viral acquisition
Quiz: Which children’s book character are you?
Goal: Name acquisition
Over 43,000 quizzes taken
Followers grew 22% Followers grew 55%
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Moody Bible Institute’s Campaign
Who: Moody Bible Institute & Moody Radio
Goal: Name acquisition, acquire donor info
What: Interactive virtual marathon
Incentives: iPad (weekly), trip to Israel (grand)
How: Postcard with PURL, promo emails and radio
Results: 70% new names, 40% lift, re-engaged 6,800
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Q & A with our expert,
Rebecca Gregory Segovia
What makes our favorite viral campaigns so engaging?
How do you make the case to invest in digital fundraising?
How do you monetize your Facebook likes?
@pursuant #pursuantwebinar
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Questions?
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Download today’s whitepaper at Pursuant.com
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Ready to raise more in 2015?
Join us for class
without leaving
your desk!
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Need fundraising help?
Michael King VP Client Solutions [email protected] (214) 866-7764
Let us know
how we can
help!
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READY TO MAKE YOUR
OWN SOCIAL BUZZ?
GET THE GUIDE:
Pursuant.com
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Thank you for joining us!
Rachel Muir, CFRE VP Training @rachelmuir [email protected]
Rebecca Segovia Executive Vice President @goconnectserve [email protected]