Your Website Doesn’t Matter!
Why Email Still Rules Online Fundraising
For Audio Call: 1-408-792-6300 Event Number: 666 643 785
Presented By:Lauren Miller, Blue State Digital and Dionna Humphrey, Greenpeace
Moderated by: Eric Rardin, Care2
May 12, 2011
Using WebEx• Chat & raise hand
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For Audio: 1-408-792-6300 Event Number: 666 643 785
This Webinar is being Recorded• The webinar will be available on the Frogloop blog at
http://www.Frogloop.com
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• Tweeting the webinar? Use the Twitter hashtag: #Care2
For Audio: 1-408-792-6300 Event Number: 666 643 785
For Audio: 1-408-792-6300 Event Number: 666 643 785
Nonprofits use Care2 for:
• Online Advocacy
• Email list growth
• Donor lead acquisition
• Driving traffic to website
• Advertising and branding
• Surveys and research
• Education and outreach
What is Care2?
Citizens use Care2 for:
• Starting or signing petitions
• Volunteering
• Donating $
• Spreading news
• Commenting on blogs
• Starting groups (organizing)
• Joining nonprofits
• The largest online community of people “making a difference”
• 15 million “do-gooders”
Websites don’t matter?Well, not exactly, but…
…It does if you’re not these guys.
For Audio: 1-408-792-6300 Event Number: 666 643 785
So what’s the secret?1. Grow your list in
smart, efficient ways.
2. Empower people to take action at key moments.
3. It’s not about the money, it’s about getting people involved in the process.
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ORGANIZATION
How do you grow your email list?
For Audio: 1-408-792-6300 Event Number: 666 643 785
1. Smart organic list growth.
Plan your calendar to tell a story
Take advantage of things you can’t predict
Never send an email without an action
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2. Collect emails offline.
Develop a system to get signatures back into your CRM/CMS quickly.
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3. Partner sends from allies.
Joint petitionsReciprocal sends
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4. Social media/SMS
Promote actionsEmbed formsAdvertise
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5. Paid acquisition
Care2/cost per acquisition campaigns
Social media advertising
AdWords
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I’ve got my list. Now what?
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1. Segment based on interests.
Where do they come from?
What do they want to do?
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2. Take advantage of moments.
Fundraising deadlines Internal news: reports, conferences, events,
milestones met, etc.External news: legislation, court rulings, etc.Media: advertisements, commercials, videos,
etc.Personal stories you can featureHolidays/days of importanceOther solicitations: direct mail, phones,
events, etc.
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3. Don’t ask for a million bucks.
1 time donors become repeat donors.
Repeat donors become recurring donors.
Use donation history to customize the ask.
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4. (Some) gimmicks work (but don ’t overdo it).
GoalsMatchesPremiumsDeadlines
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5. Non-donation emails can be your best donation emails.
People like to reward good behavior
Daisy chain non-donation actions to donation pages
Keep the % of emails that directly ask for money low
For Audio: 1-408-792-6300 Event Number: 666 643 785
Email Matters- Dionna HumphreySenior Email Campaigner
Does your website matter?
Yes but ONLY if you drive people to it.
What happens when they get there?
How do they get there?
What do you want them to do?
How do you get them there?
Quality not quantity is key!
Options for building your list: list swappaid acquisitionorganic growthemail list appendsevents
Now what? Cultivate!Give new subscribers something to do
ask them what’s important
flag their interest
Engagement pathway
Email Matters!Now you’ve got a cultivated, motivated list -
keep them engaged.- ask for money - report back on your victories- tell your story
Email is keyVisuals
links above the fold
short paragraphs
reinforce the message
when appropriate, use deadlines
Where does social media fit in?
Usually not a big source of revenue BUT
continually engaged
primed to take action and get on your list
Thank you.
Questions?
For Audio: 1-408-792-6300 Event Number: 666 643 785
