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How to Raise Funds Through the Web with E-mail International Workshop for Resource Mobilization May 22-25, 2008 McPherson Associates, Inc. Š 2008


E-mail Challenges in a Real World

•Getting it delivered •Getting it opened (read) •Getting a response

McPherson Associates, Inc. © 2008

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Increasing Support with E-mail • Have a path for website visitors to sign up – and a strategy for converting them to donors • Engage people first, then ask for help • Fundraising and advocacy can work together • Give your recipients a good reason to help spread the word • Think beyond your e-newsletter • Test – and test some more

McPherson Associates, Inc. © 2008

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Key Findings in E-mail Messaging: Open Rates

Source: NTEN & M+R Strategic Services, 2008, “e-Nonprofit Benchmark Study” McPherson Associates, Inc. © 2008

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Key Findings in E-mail Messaging: Click-Through Rates

Source: NTEN & M+R Strategic Services, 2008, “e-Nonprofit Benchmark Study” McPherson Associates, Inc. © 2008

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Key Findings in E-mail Messaging: Message Type

Source: NTEN & M+R Strategic Services, 2008, “e-Nonprofit Benchmark Study” McPherson Associates, Inc. © 2008

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Key Findings in E-mail Messaging: Message Volume

Source: NTEN & M+R Strategic Services, 2008, “e-Nonprofit Benchmark Study” McPherson Associates, Inc. © 2008

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Key Findings in E-mail Messaging: E-mail Lists

“Other Churn” includes bounced emails, spam filter rejects, discontinued email addresses, etc.

Source: NTEN & M+R Strategic Services, 2008, “e-Nonprofit Benchmark Study”

McPherson Associates, Inc. © 2008

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Key Findings in E-mail Messaging: List Growth

Source: NTEN & M+R Strategic Services, 2008, “e-Nonprofit Benchmark Study” McPherson Associates, Inc. © 2008

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Online Marketing: E-mail File Size

Source: Convio, 2008, “Online Marketing Nonprofit Benchmarking Index Study” McPherson Associates, Inc. © 2008

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Mama Cash: 2006-2007 Campaign 88 Days Homepage

McPherson Associates, Inc. Š 2008

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Mama Cash: 2006-2007 Voting for the Most Innovative Project

McPherson Associates, Inc. Š 2008

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Mama Cash: 2007-2008 Campaign 88 Days Homepage

McPherson Associates, Inc. Š 2008

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Mama Cash: 2007-2008 Read About Women’s Rights

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Mama Cash: 2007-2008 Apply for a Grant

McPherson Associates, Inc. Š 2008

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Online Marketing: Advocates Who Donate

Source: Convio, 2008, “Online Marketing Nonprofit Benchmarking Index Study” McPherson Associates, Inc. © 2008

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Online Marketing: Donors Who Advocate

Source: Convio, 2008, “Online Marketing Nonprofit Benchmarking Index Study” McPherson Associates, Inc. © 2008

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Newsletters

McPherson Associates, Inc. Š 2008

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Email Alerts: NothingButNets.net

McPherson Associates, Inc. Š 2008

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Email Alerts: United Nations “A Bed Net’s Journey”

McPherson Associates, Inc. © 2008

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Updates

McPherson Associates, Inc. Š 2008

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Adding the hotspot increased donation rates by 21%

No Hot Spot: 0.35% donation rate Hot Spot: 0.42% donation rate McPherson Associates, Inc. Š 2008

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Using faux form increased donation rates by 16% and avg. donation by 20%

Faux form: 0.36% donation rate

No faux form: 0.31% donation rate

McPherson Associates, Inc. Š 2008

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The long box had 18% higher open rate; 61% click rate and 62% higher donation rate

Long box: 0.09% donation rate

Match focus: 0.06% donation rate

McPherson Associates, Inc. Š 2008

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Spam is in the Eye of the Beholder— Your Donor

Source: MarketingSherpa, 2008, “Email Marketing Benchmark Guide” McPherson Associates, Inc. © 2008

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Does E-Mail Affect Direct Mail? Response Curve with E-Mail Follow up

E-mail sent 5/23

ee k w 1 ee w k2 ee w k3 ee w k4 ee w k5 ee w k6 ee w k7 ee w k8 e w ek ee 9 w k1 ee 0 w k1 ee 1 k 12

Response

w

Donations more than Tripled after e-mail was sent.

$8,000 $7,000 $6,000 $5,000 $4,000 $3,000 $2,000 $1,000 $-

McPherson Associates, Inc. Š 2008

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Conversion Series

McPherson Associates, Inc. Š 2008

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Building Your E-Mail List • • • • • • • • •

Viral activity from e-mails Sign-ups at events Direct mail sign-ups Message boards/comments Online donations Contests/online polls Newsletter sign-ups Online communities and partnerships “Sign-up to Send” tactics • •

E-cards Petitions McPherson Associates, Inc. © 2008

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Remember the “Mission of Email” – to direct people to where the action is. McPherson Associates, Inc. © 2008

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Thank you!

Richard McPherson

rmcpherson@mcphersonassociates.com 312 East King Street, Malvern, PA 19355 1-888-682-5979 www.mcphersonassociates.com Lisa Marie Walls, Director of Online Communications McPherson Associates, Inc. lwalls@mcphersonassociates.com In Europe: Diana van Maasdijk, Senior Consultant for Online Strategy McPherson Associates, Inc. d.vanmaasdijk@planet.nl McPherson Associates, Inc. Š 2008

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Available at Amazon.com and iUniverse.com McPherson Associates, Inc. Š 2008

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Dick McPherson_How to raise funds through the web, email & sms  

International Workshop for Resource Mobilization May 22-25, 2008 McPherson Associates, Inc. ©2008 E-mail Challenges in a Real World McPherso...

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