1. Barb Perell, Avalon Consulting
DM101:
OnlineFundraising

2. Online revenue is growing, but is still at
approximately 10% of total revenue.
$0
$2
$4
$6
$8
$10
$12
$14
$16
FY07 FY08 FY09 FY10 FY11 FY12 FY13 FY14
Millions
Mail TM Web Email Other

3. #Bridge15
Why is integration so important?
More channels = Better Donors
73%
74%
75%
76%
77%
78%
79%
80%
81%
$0
$20
$40
$60
$80
$100
$120
Income/Member Average Gift Retention

4. #Bridge15
Integrate Communications:
Avoid confusion and save time.

5. #Bridge15
Grid online schedules with all other
channels.

6. #Bridge15
List chaperones
Email appends
Petition-based sites
Social media
Paid advertising and
retargeting
Maximize lead generation and drive traffic.

7. #Bridge15
Attract site visitors with user-friendly sign-
ups and website promotions.
 Ask for appropriate
information and limit
what you require
 Splash pages bring attention to
urgent campaigns and can be
used for email collection

8. #Bridge15
Collect email everywhere: There is no
silver bullet.

9. #Bridge15
Week 1 – Welcome email
(thank you for joining, like us
on social media, send an e-
card, visit our Action Center)
Week 2 – Take the quiz and
watch this video
Week 3 – Action alert
Week 4 – Acquisition ask
Week 5/8 – Sustainer ask
Roll out the welcome mat to engage
immediately after sign up.

10. #Bridge15
Define the universe
 Segmentation – who are you emailing?
Define the program strategy
 Case for giving
 Call to action
 Ask string(s)
Technical/functionality
Define creative/copy most appropriate for online
Define your tests
Apply the same good fundraising disciplines
as other channels.

11. #Bridge15
 Envelope Information
 Ask and Case for Support
 Closing & Footer
 Landing Page
Anatomy of an email

12. #Bridge15
Craft an appropriate message for
audience, time, and need.
Test messaging style,
tone, written vs.
video, humor, etc.
Be authentic
and transparent
Get to the point
Think
campaigns, not
email blasts

13. #Bridge15
Make it easy for your supporters so they
will stay engaged.
• Seamless transition from email to landing
page and between channels
• Save credit card information; provide
auto login
• Make emails and donation pages
mobile friendly/responsive
• Automate follow-up emails
• Provide donation opportunities
everywhere

14. #Bridge15
Test, test and test some more!
Preview pane language for
urgent appeals
Donation form layout
Personalization
HTML vs. text
Size of hyperlinked text
Text vs. buttons
Message – story, tone, offer

15. #Bridge15
Keep supporters close to your mission.

16. #Bridge15
Invite interaction – ask supporters to give
feedback, share content, or take action.

17. #Bridge15
Thank supporters often for their time,
energy, donations and more.

18. #Bridge15
Track, measure and analyze your metrics
to inform future strategies.
 Website:
 Conversion rate – sign ups, donations, actions
 Bounce rate/exit pages
 Path and time on site
 Mobile traffic
 Emails:
 Open rate
 Click-through rate
 Response rate
 Average gift
 Delivery and bounce rates
 Unsubscribe and churn rates

19. #Bridge15
Analyze and benchmark against the
industry and your own results.

20. #Bridge15
Check out industry resources
 eNonProfit Benchmark Study (M+R and NTEN)
 http://mrbenchmarks.com/
 Target Analytics Index of National Fundraising Performance
 http://www.targetanalysis.com
 Nonprofit Technology Network
 http://www.nten.org/
 FrogLoop: Care2’s online nonprofit marketing blog
 http://www.frogloop.com/
 Donor Power Blog
 http://www.donorpowerblog.com/
 Idealware
 http://www.idealware.org/
 Google Grants - http://www.google.com/grants/

21. Thank You!
Barb Perell
Avalon Consulting
barbp@avalonconsulting.net