online fundraising flexibility + strategic email marketing = powerful results
TRANSCRIPT
Online Fundraising Flexibility + Strategic Email Marketing = Powerful Results
Kimbia Webinar Series Digital Fundraising in the Healthcare WorldJune 23, 2016
Agenda
• Introducing Kimbia and Beth Interactive
• Online Fundraising Flexibility + Strategic Email Marketing = Powerful Results
– The Power (and Challenges) of Email Marketing
– Case Studies
– Email Marketing Best Practices
– Kimbia Technology
• Q & A
Introducing Kimbia & Beth Interactive
Taylor Shanklin
• aka “T-Shank”
• Sr. Manager, Product Marketing @
• Peer-to-Peer Fundraising Boss Lady
• Nonprofit tech nerd & writer
• Coffee, kids, wine
• @tshankcycles
• kimbia.com
Kimbia provides an all-in-one solution for...
Online Fundraising
Event Registration
Peer-to-Peer, Team & DIY Fundraising
Giving Days / Crowdfunding
Custom Forms
The Kimbia SolutionEmbedded in an organization’s existing website• Enables branding control• Increases donor conversion
by 30% on average
Mobile-ready responsive• No need for web APIs to
build / style
Social sharing integrationWorks with client systems of choice:• Integration ease using data APIs• App on Salesforce AppXchange
Secure, PCI Level 1 compliant forms
£€¥$ Multi-Currency
Multi-Language
20+Gateways
Beth Hatcher
• Founder and Principal of Beth Interactive Inc.
• Digital and healthcare marketing aficionado
• Passionate about building partnerships with our clients
• International travel, languages, cooking, wine(and mom to 10-month-old Iris)
• bethinteractive.com
Beth Interactive
• Online strategy and consultation
• Email marketing
• E-fundraising
• Search engine optimization
• Web analytics, design, writing and management
SPECIALTIES
Digital marketing agency based in Chicago with more than 11 years’ experience working with hospitals, physician practices, healthcare and fundraising organizations
STRENGTHS
• Focus on your brand, consumer experience and measurable results with every project
• Exceptional project management
• Targeted copywriting
• Meticulous attention to detail
• Clear communication
Online Fundraising Flexibility + Strategic Email Marketing = Powerful Results
Background
• Beth Interactive is the digital marketing agency for the Foundation of one of America’s Top 15 Hospitals
• Provide digital marketing strategy/execution, form creation, email marketing and website management
– External donor events and appeals
– Internal employee campaigns
– 15 Affiliated Organizations’ events
• Since 2014, Kimbia has been the fundraising platform for all donation and registration forms—plus peer-to-peer fundraising campaigns
The Power of Email
• Design, write, code and analyze email campaigns for nearly all events for the Foundation and its 15 affiliates
• Campaigns range in size, from one to five emails per event—and up to 16 for fundraising runs
• Flexible, cost-effective and targeted marketing tool
• Robust tracking capabilities and analytics
– Open rate
– Click-through rate
– Most popular clicks and heat mapping
– Bounces and opt-outs
The Power of Email
• Design, write, code and analyze email campaigns for nearly all events for the Foundation and its 15 affiliates
• Campaigns range in size, from one to five emails per event—and up to 16 for fundraising runs
• Flexible, cost-effective and targeted marketing tool
• Robust tracking capabilities and analytics
– Open rate
– Click-through rate
– Most popular clicks and heat mapping
– Bounces and opt-outs
How do we track our success?
Email Marketing Challenges
How can we keep improving subsequent emails using analytics?
3Are our emails generating registrations and donations?
2What happens when people click from our emails to the website or forms?
1
Goal of this Webinar
• How to integrate email marketing and online analytics with the Kimbia platform to drive engagement, advance your online fundraising efforts and create ROI
• Principles will apply to healthcare, e-fundraising and digital marketing across the board
• Case Studies:
1. Track Direct ConversionsCancer Survivors’ Celebration Walk & 5K
2. Use Data to Streamline User ExperienceWorkplace Giving Campaign
TRACK DIRECT CONVERSIONS
Case Study #1:Cancer Survivors’ Celebration Walk & 5K
Case Study: Cancer Survivors’ Celebration Walk & 5K• 23rd annual event attended by 4,000 cancer
survivors and supporters
• Campaign used Kimbia for all registration and donation forms—plus peer-to-peer fundraising
• Crafted 13 emails over four months
• Goals included generating event registrations and raising funds for cancer research
• Database included 50,000 previous registrants, cancer patients and donors
• No other external marketing
• Challenge: track direct conversions as a result of our emails
Solution
Use Kimbia’s reporting tools to track direct conversions:
Widget URL + Referring URL
2Add Google Analytics code to each email
1
Adding Google Analytics Code
• We can add a Google Analytics code to each email through our email marketing platform
• Google Analytics identifies this email as a Campaign, allowing us to track what website traffic is generated as a result
• Using this code, our emails have generated higher engagement than normal website traffic:
– More pages per session
– Longer visits
– More new visitors
Using Kimbia’s Reporting Tools
• Kimbia tracks two clicks:
– Widget URL: The page on which the transaction was completed
– Referring URL: The page the person visited before the transaction page
– If anyone clicks on a link in our emails, the Google Analytics code gets added to that URL
– We can take credit for those transactions as direct conversions
Widget URL Example
Donation Page
Widget URL
Widget URL + Referring URL Example
Widget URLReferring URL
Donation PageHomepage
Results:Cancer Survivors’ Walk Email #5• Sent on April Fools’ Day to 50,630 recipients
• Promoted a ticket price increase in 24 hours
• Email results:
– 401 people registered within 17 hours
– 29.5% conversion rate
– 61% mobile open rate
– 28% mobile transaction rate
• We used this data, combined with heat mapping, to improve subsequent emails
Results:Cancer Survivors’ Walk Email #7• Sent on May 5 to 49,675 recipients
• Included a list of fundraising teams and physician leaders for the first time
• Results:
– Registration clicks were strong
– Surge of interest to fundraising pages
– Donations increased 10-fold
• We recommended focusing on fundraising pages in the future
Email Best Practice #1
Optimize for mobile
56% of all emails are opened on smartphones. Make sure your templates are responsive.
Email Best Practices #2 & #3
Design buttons for fingertips
Buttons have the highest click-through rate. The ideal size for mobile buttons is 40px x 40px—perfect for fingertips.
Testing makes perfect
• Subject line split testing
• A/B testing
• Heat mapping
• Segmentation
Email Best Practice #4
• Build your database
– In general, you can email anyone who has interacted with your brand in the past 18 months
According to our email marketing platform, this includes people who have ”asked to receive emails from you or who have had a clear relationship with your organization (as a customer, employee or volunteer, for example) in the last 18 months.”
– Hospitals: According to the HIPAA Privacy and Security Omnibus ruling of January 2013, healthcare organizations may target fundraising based on a patient’s services or his or her physician’s identity—and engage physicians in making personal appeals to patients.
– Review fair use of HIPAA data and CAN-SPAM act with your legal team
Email Best Practice #4 (continued)
• Channels for gathering emails include:
– Email subscription pop-up or form
– All website forms: Contact Us, Jobs, Bill Pay,Appointment Requests, Class Registrations
– Donor, event or transaction data from Kimbia
– In-person events
• Ensure online forms always capture email addresses
• Quid pro quo: if you are giving something, ask for an email in return
• If preferred, you can institute opt-in/opt-out questions
29,202
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
USE DATA TO STREAMLINE USER EXPERIENCE
Case Study #2:Workplace Giving Campaign
Case Study: Workplace Giving Campaign• Internal employee campaign for 20,000
employees across four hospitals and three geographic regions
• Campaign used four sets of Kimbia forms for Payroll Deduction, Credit Card Donation and PTO Deduction based on separate audiences
• Crafted five emails over four weeks
• Goals included raising funds and growing number of online donors—plus educating employees on giving opportunities and increasing overall engagement
Workplace Giving Campaign Challenges
• Ensure employees receive confirmation messages at correct email address
• Pre-fill employee information to streamline responses
• Use (but hide) each employee’s business unit to track participation and guide fund distribution by region
• Track conversions by group, by gift and by email campaign
Solution
Use Kimbia’sAutomatic Data Capture and hidden field capabilities
2Leverage our email marketing platform’s personalization tools
1
Personalizing Employee Data
• Used dynamic fields for first name, last name, email and (hidden) business unit
• Data was pulled from HR database for accuracy
• Coded dynamic personalization within every link:
http://www.mycampaign.com/?e=[% member: email]&f=[% member: first_name]&l=[% member: last_name]&r=[% member: region]
• Data flowed successfully from database to email to website
• Next step—ensure Kimbia forms knew what to do with the data
Using Kimbia’s Automatic Data Capture Tools
• Automatic Data Capture defines data fields and captures the data when provided
• When a user clicked on our email’s personalized links, their data followed and pre-filled on the Kimbia form
• While data for the business unit question also followed, we chose to hide the question on Kimbia’s front-end for strategic reasons—though the data wasn’t lost
Workplace Giving Campaign Data Flow
Email Database
Email Inbox
Website
Workplace Giving Campaign Data Flow
Email Database
Email Inbox
Website
Kimbia
Improve donor and participant experience with faster registrations/transactions for returning participants
• Keep it simple for your loyal, returning supporters
• Pre-fill ID = Kimbia data tag containing interaction history data
• Set up in just 5-10 minutes
• Pre-fill form with donor or participant details such as name/email
Effective Results with Smart Data & Pre-fill ID
Effective Results with Smart Payments
Simple Pay is the Amazon One-Click of the charitable world.
• Repeat donors can give again faster
• Two simple steps: Name & Zip code, click to donate
• Secure information always remains with your payment gateway
INCREASE ENGAGEMENT & DOLLARS
30+ % Higher Conversion
Results:Workplace Giving Campaign
• Campaign exceeded goal by 39% (and counting)!
• Our emails generated 793 gifts—61% of all gifts made online
• Emails generated 62% of all website traffic
• Pre-filled data streamlined the user experience—no errors or complaints!
• Email addresses were entered accurately and confirmation messages received
• Hidden business unit question helped gift processing team immensely
How Analytics Affected Donation Amount
• Using this data, we calculated the average online gift based on type: Payroll, Credit Card or PTO Deduction
• Payroll deductions were three to six times the size of credit card and PTO gifts
• Used Email #4 to focus on the “Power of Payroll”
• Donations surged—surpassing the response from prior emails!
• 26% of all online payroll deductions made in two days
Email Best Practice #5
Refresh Downstream Conversions
Pull email results 48-72 hours after sending—and remember to update all conversions every time you send a new email to take credit for downstream revenue.
134 payroll deductions104 payroll deductions
Two days after sending Email #1 Two weeks after sending Email #1
14 PTO deductions10 PTO deductions
39 credit card gifts28 credit card gifts
Email Best Practices #6 and #7
Watch your opt-out rate
Are users getting too many emails? If your opt-out rate exceeds 1%, you may be emailing too often.
Clean up your email data
People mistype their emails. It’s a time-consuming but worthwhile practice.
Domain Nameameritech.netameritect.netamertitech.netearthlink.metearthlink.neteathlink.netgmail.comgmail.ocmgmial.com
vs.
Check your inbox for the slides, recorded webinar and Best Practices tip sheet—and register for the second webinar in our series:
15 Nonprofits, 1 Platform, 3 People:Unique Fundraising Made Uniquely Easy Thursday, August 25, 2016 @ 1pm
Beth [email protected]
Thank you!
Taylor [email protected]
#KimbiaWebinars @KimbiaInc
Q & A