The Future of Online Fundraising What’s Now…What’s Next? Matt Frazier, Founder and CEO,...
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Transcript of The Future of Online Fundraising What’s Now…What’s Next? Matt Frazier, Founder and CEO,...
The Future of Online FundraisingWhat’s Now…What’s Next?
Matt Frazier, Founder and CEO, Pursuant
Online Fundraising is NOTabout technology!
The Harvard Initiative on Social Enterprise
estimates that up to 30% of all donations
will be raised online by the Year 2010.
% Internet Usage by Age
Websites are Passive.Email is Active.
Benefits of EmailTargeted
MeasurableQuick
Two-wayViral
Cost EffectivePreferred
Benefits of Online Channel
Larger Gift SizesShorter Response Time
Shorter Fulfillment CycleNon-consumable
Narrative vs. Static
Direct Marketing 101
1.List2.Message3.Creative
The Development Cycle
AcquisitionCultivationSolicitationRecognition
NEVERNON
SYBUNT 6SYBUNT 5SYBUNT 4LYBUNT 3LYBUNT 2LYBUNT 1DONORANNUALMAJOR
PLANNED
Direct Address Update
Anatomy of an eSolicitation• Email• Pre-loader• Narrative Story• Segmented Appeal• Giving Page 1 – Pledge• Giving Page 2 – Payment• Giving Page 3 – Confirmation• Giving Page 4 – Thank You Page• Confirmation Email
BEST PRACTICES
Best Practice #1 - Tell compelling stories
“Transparency Builds Intimacy”
“The Power of Narrative”
Reveal in a Timeline
Emotional Connection is Key
Frame Value
Best Practice #2 - Get personal
“Show me you know me”
Database Variables(Name, College, Degree, Class Year, Organization)
Variable Narrators
Variable Images
Best Practice #3 – Remember they’re busy
Are you busy?
When is the best day to send an email? Is there a better time of day to ensure best
response?
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6SUNMONTUE Send #1 Resend #3WED Resend #1 Send #2THU Resend #2 Send #3FRISAT
Campaign Delivery Strategy
Best Practice #4 - Always segment your audience
eSolicitations with multiple options, do not perform well
When given multiple options, people tend to choose none.
Be audience specific
Use segmented language
Segmented narrators
Segmented giving amounts
Email 2
Email 1
Email 3
Flashcollege 5
Flashcollege 4
Flashcollege 6
Flashcollege 2
Flashcollege 1
Flashcollege 3
non
lap
cur
Appeal narrator 1
Appeal narrator 2
Appeal narrator 3
<30
30-50
>50
Past | <30
Giving | 30-50
Spec | > 50
Giving | <30
Level | 30-50
Spec | >50
$50
$125
$250
Data specific
Data specific
Data specific
Data specific
Data specific
Data specific
Basicsegments
Age segmentation
Variable Narrators
Custom Giving Forms
Affinity group / variable
story
Multiple email /
campaign style
Best Practice #5 - Remove barriers to giving
COMMON BARRIERS:
Too many options
Third party processors
Internet Whiplash
Rigid Forms
Trust: SSL Security
Shopping Carts
Registration Requirements
An Integrated Online Approach
Campaign Micro-site: http://imaginerhodes.com/
Direct Mail
$$
Rhodes College
Rhodes College
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PURL Strategy
PURL Strategy
PURL Strategy
PURL Strategy
Results: what should you expect?
Major and Planned Giving
CD-ROM
1250
12502500
50050
15
ANIMATED CAMPAIGN STORY
STARTOPEN FINISH SURVEY
What if you knew everything?
Propensity and Interest!
100K 50K
40K
20K
D
12K
C
8K
B
4K
A
20K
Behavioral Data
Wealth Data Consumer Data
Questions