#FSWebinar ¡ Online Fundraising Best Practices for Nonlprofits Session Sponsored by Frontstream-April 13, 2016
#FSWebinar ¡ TODAY’S SESSION Welcome! A copy and recording of today’s If you’re tweeting about presentation will be made today’s session, use available after the session. #FSWebinar Use the questions panel to contribute .
Online Fundraising Best Practices for Nonprofits Session Sponsored by Frontstream- April 13, 2016
NEBRASKA’S FIRST CERTIFIED B CORPORATION
NEBRASKA’S FIRST CERTIFIED B CORPORATION Firespring Power of 3 3% of our Products (free products & services) 3% of our Pro fj t (cash donations) 3% of our People (volunteer 1 day per month)
Online Fundraising Best Practices for Nonprofits • Your website: the foundation of your online presence. • 7 steps to online fundraising success. • 5 metrics to measure fundraising performance. • The donor retention problem. • Why email marketing is essential. • Action Steps | Q&A If you’re tweeting about today’s session, use #FSWebinar. @jaywilk
BLOG OPT IN DONATE FACEBOOK TWITTER VOLUNTEER YOUR WEBSITE EVENT LINKEDIN REGISTRATION Most nonprofits send visitors away to engage instead of keeping them on their website.
82% of donors visit a nonprofit’s website before giving. Website your THE FOUNDATION OF YOUR ONLINE PRESENCE The 5 elemen he 5 elements of a pow ts of a powerful and eng erful and engaging w ging website. ebsite.
The 5 elemen he 5 elements of a pow ts of a powerful and eng erful and engaging w ging website. ebsite. Navigation options 1. Structure Images & headlines that tell your story 2. Design 3. Content Deep, diverse content 4. Functionality 5. Vitality Functional tools that engage visitors Weekly updated news/events 5 ELEMENTS OF AN ENGAGING WEBSITE
Your website can be cost- effective, beautiful, mobile friendly AND a workhorse. You don’t have to choose. R.O.I. > Cost.
The Firespring webinar series. firespring.org/webinars EDUCATION WITHOUT EXPECTATION Lori Kadavy Director, Nonpro fj t Education & Outreach lori.kadavy@firespring.org 877.447.8941 ext. 1058
APPEAL EMAIL MARKETING LETTER WORD OF SEARCH MOUTH ENGINE BLOG POST FACEBOOK YOUR WEBSITE
WHAT IS A LANDING PAGE?
The Firespring webinar series. firespring.org/webinars EDUCATION WITHOUT EXPECTATION Lori Kadavy Director, Nonpro fj t Education & Outreach lori.kadavy@firespring.org 877.447.8941 ext. 1058
THE BASICS Using the Internet to Raise Funds and Build Donor Relationships
7 STEPS TO ONLINE FUNDRAISING SUCCESS
7 STEPS TO ONLINE FUNDRAISING SUCCESS GATHER EMAIL ADDRESSES 1 # (BOTH ONLINE AND OFF).
7 STEPS TO ONLINE FUNDRAISING SUCCESS 2 PROVIDE EASY, ONLINE # REGISTRATION TO EVENTS. Unlimited $300 Join us to Learn! Unlimited $100 Unlimited $250 Register Now
7 STEPS TO ONLINE FUNDRAISING SUCCESS 3 # COMMIT TO BECOMING A THOUGHT LEADER.
The Firespring webinar series. firespring.org/webinars EDUCATION WITHOUT EXPECTATION Lori Kadavy Director, Nonpro fj t Education & Outreach lori.kadavy@firespring.org 877.447.8941 ext. 1058
7 STEPS TO ONLINE FUNDRAISING SUCCESS 4 USE SOCIAL MEDIA TO # EXTEND YOUR CAUSE .
The Firespring webinar series. firespring.org/webinars EDUCATION WITHOUT EXPECTATION Lori Kadavy Director, Nonpro fj t Education & Outreach lori.kadavy@firespring.org 877.447.8941 ext. 1058
7 STEPS TO ONLINE FUNDRAISING SUCCESS 5 # OPTIMIZE YOUR WEBSITE FOR SEO.
The Firespring webinar series. firespring.org/webinars EDUCATION WITHOUT EXPECTATION Lori Kadavy Director, Nonpro fj t Education & Outreach lori.kadavy@firespring.org 877.447.8941 ext. 1058
The Firespring webinar series. firespring.org/webinars EDUCATION WITHOUT EXPECTATION Lori Kadavy Director, Nonpro fj t Education & Outreach lori.kadavy@firespring.org 877.447.8941 ext. 1058
7 STEPS TO ONLINE FUNDRAISING SUCCESS 6 USE A PROFESSIONAL # DONOR DATABASE TOOL .
7 STEPS TO ONLINE FUNDRAISING SUCCESS 7 INTEGRATE ONLINE # AND OFFLINE EFFORTS.
5 METRICS to Measure Fundraising Performance
the power of PEER GROUPS NONPROFIT BEST PRACTICE
5 METRICS TO MEASURE FUNDRAISING PERFORMANCE 1
5 METRICS TO MEASURE 1 FUNDRAISING # Average gift size and # of gifts PERFORMANCE Total Raised ÷ Use for budgeting, # of Donations forecasting and planning to calculate the fundraising $100,000 potential of a ÷ campaign, event or 2,000 Donations budget year. = $50 avg. gift
5 METRICS TO MEASURE FUNDRAISING PERFORMANCE 2
5 METRICS TO MEASURE Giving by activity and return per 2 FUNDRAISING # PERFORMANCE activity Giving by Activity ÷ Cost per Activity Use to determine which activities, events or other $10,000 raised fundraising efforts ÷ are most effective. $2,000 cost = $5 return/$1
5 METRICS TO MEASURE FUNDRAISING PERFORMANCE 3
5 METRICS TO MEASURE 3 FUNDRAISING # Conversion rate PERFORMANCE # Targeted ÷ Use to determine how effective your # Converted campaign, event or activity is at 1,000 Targeted encouraging donors to give, visit your ÷ site, reply to an 100 Converted email, etc. = 10% Conversion
5 METRICS TO MEASURE 3 FUNDRAISING # Conversion rate PERFORMANCE Scary fact: These are potential up to 70% donors who went to your site, clicked OF DONORS Donate Now , but didn’t follow ABANDON through. AN ONLINE DONATION FORM
5 METRICS TO MEASURE FUNDRAISING PERFORMANCE 4
5 METRICS TO MEASURE 4 FUNDRAISING # Cost per $1 raised PERFORMANCE Total cost ÷ Total raised Use to calculate how much money it $250,000 cost takes to raise $1 for ÷ the organization. $1 million = $0.25 cost/$1
5 METRICS TO MEASURE FUNDRAISING PERFORMANCE 5
5 METRICS TO MEASURE 5 FUNDRAISING # Donor retention PERFORMANCE # of donors who gave in 2015 and 2014 ÷ Use to determine # of donors who whether a donor gave in 2014 who gave in a prior time period/activity gave in the present 800 1 st & 2 nd Year time period/activity. ÷ 1000 1 st year = 80% retention
the importance of DONOR RETENTION
THE IMPORTANCE OF DONOR RETENTION 57% of donors attrition each year. 43% RETENTION
THE IMPORTANCE OF DONOR RETENTION Nearly 6 out of every 10 donors from the previous year did not donate the next year.
The Firespring webinar series. firespring.org/webinars EDUCATION WITHOUT EXPECTATION Lori Kadavy Director, Nonpro fj t Education & Outreach lori.kadavy@firespring.org 877.447.8941 ext. 1058
EMAIL MARKETING BENEFITS CONNECTING WITH YOUR CONSTITUENTS USING EMAIL MARKETING TOOLS
Every recipient should feel like an “insider” “ Your newsletter isn't really about getting people to read your articles. Your newsletter is actually about delivering joy to your donors repeatedly. “ —Tom Ahern
The Firespring webinar series. firespring.org/webinars EDUCATION WITHOUT EXPECTATION Lori Kadavy Director, Nonpro fj t Education & Outreach lori.kadavy@firespring.org 877.447.8941 ext. 1058
Action Steps ü Understand and apply the 5 ELEMENTS of a powerful and engaging nonprofit website. ü Focus on ROI instead if COST. ü Provide easy, online EVENT REGISTRATION tools. ü Commit to becoming a THOUGHT LEADER. ü Use SOCIAL MEDIA to extend your cause. ü Optimize your website for SEO. ü Use a professional DONOR DATABASE tool. ü MEASURE your key fundraising metrics. ü Make EMAIL SUBCRIBERS feel like INSIDERS. ü Keep learning! Attend FIRESPRING webinars and visit NONPROFITHUB.ORG regularly.
nonprofithub.org
#FSWebinar ¡ THANK YOU to
NEBRASKA’S FIRST CERTIFIED B CORPORATION our mantra Educate without Expectation
NEBRASKA’S FIRST CERTIFIED B CORPORATION our mantra Educate next 5 minutes with some Expectation
Firespring solves a problem The result of always trying to “do more with less” The average nonprofit 78% of nonprofit rebuilds their website websites are designed Supports your every 2 to 2 ½ years. for less than $750. engagement strategy.
CONTENT ONLINE FUNDRAISING MANAGEMENT DONATIONS BOOTCAMP SYSTEM LEGENDARY SUPPORT SEARCH EMAIL & TRAINING ENGINE MARKETING OPTIMIZATION LANDING PAGE EVENT NEWSFEEDS TEMPLATES REGISTRATION
Every website includes a responsive mobile theme
It would cost more than $50,000 plus a full time person year over year to build and maintain all of this yourself.
DIY BUNDLED or PROFESSIONAL SERVICES $500 onboar 500 onboardin ding g gr grant a ant availa ailable for ble for quali quali fj fj ed nonpr ed nonpro fj fj ts ts. . Must act within 30 days of this webinar.
Try us on for size. firespring.org/trial SIGN UP FOR A NO-OBLIGATION FREE TRIAL.
The Firespring webinar series. Education without expectation • firespring.org/webinars Lori Kadavy Director, Nonpro fj t Education & Outreach lori.kadavy@firespring.org 877.447.8941 ext. 1058
Let’s connect on LinkedIn. Q&A @jaywilk Lori Kadavy Director, Nonpro fj t Education & Outreach lori.kadavy@firespring.org 877.447.8941 ext. 1058
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