5 Proven Strategies for Taking Positive Next Steps with Online Visitors and Boosting Donor Acquisition

#npEXPERTS | www.blackbaud.com/npexperts#npEXPERTS | www.blackbaud.com/npexperts
5 Proven Strategies
for Taking Positive
Next Steps with
Online Visitors
Cupids Arrow:
Thoughtful Engagement to Acquire Donors
www.blackbaud.com/npexperts

#npEXPERTS | www.blackbaud.com/npexperts 2
Meet the #npEXPERTS

#npEXPERTS
Andrew Shoaff
Manager Go! Program, Blackbaud
Former non-profit CFO
Andrew.Shoaff@blackbaud.com
Mike Snusz
Sr. Consultant, Blackbaud
11 years & millions raised for nonprofits
Mike.Snusz@blackbaud.com

#npEXPERTS | www.blackbaud.com/npexperts
Why is Engagement important?

#npEXPERTS | www.blackbaud.com/npexperts 5#npEXPERTS | www.blackbaud.com/npexperts
AFP FEP Study, 2013
Nearly 6 out of every 10
donors from the previous
year DID NOT renew by
year’s end.

1.  No memory of ever supporting
2.  Did not feel connected to the organization
3.  Not asked to give again
4.  Other causes are more deserving
5.  Never heard how donation was used
Key Reasons for Leaving

All reasons connected
to communications.

A 10% change in retention
can increase the life time
value of a donor base up
to 200%.

Discussion Topics
1.  Where to begin - acquisition and Welcome Series
2.  Segmentation and talking to your audience
3.  Testing and knowing what works
4.  Multichannel and social engagement
5.  The importance of mobile

Engaging First Impressions

Usability Testing

0%
10%
20%
30%
40%
50%
60%
1 month 2 to 3
months
4 to 6
months
7 to 12
months
Year 2 Year 3
EmailOpenRate
Time on Housefile
Relevance Curve
The honeymoon period for new subscribers is greatest in first 30 days.
Engage Thoughtfully From Day One

More than 1/3 of orgs
didn’t send an email in
the first 30 days.

Put out the Welcome Mat
Multi-part campaign
Targeted & automated
Trigger based

Action +7 Days Action +14 Days Action +21 Days
Thank you &
Orientation
Ask for support/
value-proposition
Welcome Series Anatomy
Get involved &
update profile

Segmentation

Constituent-wide
emails
(Enews, event invites, appeals)
Email Calendar Planning (Typical)
Constituent-wide
emails

Constituent-wide
emails
Segment
(donors, event attendees,
volunteers, interests)
Constituent-wide
emails

Constituent-wide
emails
Segment
(donors, event attendees,
volunteers, interests)
Constituent-wide
emails
Segment
Constituent-wide
emails

Rethink Your Email Plan
Segments
Donor (Repeat, Sustainer, New, Lapsed)
Event (Top Fundraisers, Captains, Attendees)
Volunteers
Interests
Subscribers
Constituent-
wide
email

Mentors

Alumni

Testing

Obama
Campaign!
Online !
Testing!
*From Kyle Rush’s Win Through
Optimization & Testing. http://slid.es/
kylerush/landing-page-optimization

19% higher
conversions
Ran 500 online tests"
Raised $690 million"
Biggest impact:"1. Content  
" " " " "2. Images"
Obama
Campaign!
Online !
Testing!
*From Kyle Rush’s Win Through
Optimization & Testing. http://slid.es/
kylerush/landing-page-optimization

Top Email Programs
*Sources: 2011 MarketingSherpa Email Marketing Benchmark Survey
2011 Gleanster survey on Email Marketing
82% test and measure
everything email testing is
their top value driver.

Which Subject Line Test Won?
1.  Why back-to-school means more to you
2.  25 8th Graders Need Your Help
3.  You can ensure that more students get a chance
4.  Give them the chance that was given to you.

Which Subject Line Test Won?
1.  Why back-to-school means more to you
2.  25 8th Graders Need Your Help
3.  You can ensure that more students get a chance
4.  Give them the chance that was given to you.
Conversion Rate: 2x Higher

Social Media

*Source: Georgetown University/Waggener Edstrom Digital Persuasion study
55% who engaged with a charity
via social media were inspired to
take further action, like donating
and voluneering.

Declining
Facebook!
Organic  
Reach!

16% reach - 2012"
12% reach - Oct. 2013"
6% reach - Feb. 2014"
1%-2% - Future Predictions"
Declining
Facebook!
Organic  
Reach!
Source: Ad Age

Likely Will Need To “Pay to Play”
Continue reaching fans by using
Facebook ads and promoted posts

Deploying Social Ambassadors

Google Alerts

Google Alerts
Opportunity to contribute to
conversations and curate content

80/20 Rule

Mobile

Source: Litmus
51% of all emails
are opened on mobile
devices.

Your Inbox: Cluttered & Competitive
MOBILE DEVICE

Email Mobile-Rendering

Email Mobile-Rendering
iPhone Android

Source: *2014 Dunham+Company Online Fundraising Scorecard
84% of online donation
experiences aren’t
optimized for mobile.

Mobile Surpasses Desktop

Source: Responsive Design Doubles Mobile Giving DonorDrive whitepaper
Responsive design
doubles mobile giving.

Questions?
www.blackbaud.com/npexperts

Coming Soon!
How to Create
Fundraising
Appeals that Work

5 Proven Strategies for Taking Positive Next Steps with Online Visitors and Boosting Donor Acquisition

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5 Proven Strategies for Taking Positive Next Steps with Online Visitors and Boosting Donor Acquisition