The Future of Online Fundraising Whats Now…Whats Next? Matt Frazier, Founder and CEO, Pursuant
Online Fundraising is NOT about technology!
The Harvard Initiative on Social Enterprise estimates that up to 30% of all donations will be raised online by the Year 2010.
% Internet Usage by Age
Websites are Passive. is Active.
Benefits of Targeted Measurable Quick Two-way Viral Cost Effective Preferred
Benefits of Online Channel Larger Gift Sizes Shorter Response Time Shorter Fulfillment Cycle Non-consumable
Narrative vs. Static
Direct Marketing List 2.Message 3.Creative
The Development Cycle Acquisition Cultivation Solicitation Recognition
NEVER NON SYBUNT 6 SYBUNT 5 SYBUNT 4 LYBUNT 3 LYBUNT 2 LYBUNT 1 DONOR ANNUAL MAJOR PLANNED
Direct Address Update
Anatomy of an eSolicitation Pre-loader Narrative Story Segmented Appeal Giving Page 1 – Pledge Giving Page 2 – Payment Giving Page 3 – Confirmation Giving Page 4 – Thank You Page Confirmation
BEST PRACTICES
Best Practice #1 - Tell compelling stories Transparency Builds Intimacy The Power of Narrative Reveal in a Timeline Emotional Connection is Key Frame Value
Best Practice #2 - Get personal Show me you know me Database Variables (Name, College, Degree, Class Year, Organization) Variable Narrators Variable Images
Best Practice #3 – Remember theyre busy Are you busy? When is the best day to send an ? Is there a better time of day to ensure best response?
Campaign Delivery Strategy
Best Practice #4 - Always segment your audience eSolicitations with multiple options, do not perform well When given multiple options, people tend to choose none. Be audience specific Use segmented language Segmented narrators Segmented giving amounts
Flash college 5 Flash college 4 Flash college 6 Flash college 2 Flash college 1 Flash college 3 non lap cur Appeal narrator 1 Appeal narrator 2 Appeal narrator 3 < >50 Past | <30 Giving | Spec | > 50 Giving | <30 Level | Spec | >50 $50 $125 $250 Data specific Basic segments Age segmentation Variable Narrators Custom Giving Forms Affinity group / variable story Multiple / campaign style
Best Practice #5 - Remove barriers to giving COMMON BARRIERS: Too many options Third party processors Internet Whiplash Rigid Forms Trust: SSL Security Shopping Carts Registration Requirements
An Integrated Online Approach
Campaign Micro-site: Direct $$
Rhodes College
PURL Strategy
Results: what should you expect?
Major and Planned Giving
CD-ROM ANIMATED CAMPAIGN STORY STARTOPENFINISHSURVEY
What if you knew everything? Propensity and Interest!
100K50K 40K 20K D 12K C 8K B 4K A 20K
Behavioral Data Wealth Data Consumer Data
Questions