The Future of Online Fundraising What

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The Future of Online FundraisingWhats
NowWhats Next? Matt Frazier, Founder and CEO,
Pursuant
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Online Fundraising is NOTabout technology!
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The Harvard Initiative on Social
Enterpriseestimates that up to 30 of all
donationswill be raised online by the Year 2010.
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Internet Usage by Age
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Email
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Websites are Passive. Email is Active.
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Benefits of Email Targeted Measurable Quick Two-wa
y Viral Cost Effective Preferred
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Benefits of Online Channel Larger Gift
Sizes Shorter Response Time Shorter Fulfillment
Cycle Non-consumable
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Narrative vs. Static
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Direct Marketing 101 1. List 2. Message 3. Creati
ve
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The Development Cycle Acquisition Cultivation Sol
icitation Recognition
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NEVER NON SYBUNT 6 SYBUNT 5 SYBUNT 4 LYBUNT
3 LYBUNT 2 LYBUNT 1 DONOR ANNUAL MAJOR PLANNED
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Direct Address Update
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Anatomy of an eSolicitation
Email 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 Email
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BEST PRACTICES
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Best Practice 1 - Tell compelling
stories Transparency Builds Intimacy The
Power of Narrative Reveal in a
Timeline Emotional Connection is Key Frame
Value
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Best Practice 2 - Get personal Show me you know
me Database Variables (Name, College, Degree,
Class Year, Organization) Variable
Narrators Variable Images
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Best Practice 3 Remember theyre busy Are you
busy? When is the best day to send an email? Is
there a better time of day to ensure best
response?
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Campaign Delivery Strategy
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Best Practice 4 - Always segment your
audience eSolicitations with multiple options,
do not perform wellWhen given multiple options,
people tend to choose none. Be audience
specific Use segmented language Segmented
narrators Segmented giving amounts
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Basicsegments
Custom Giving Forms
Affinity group / variable story
Multiple email / campaign style
Age segmentation
Variable Narrators
Flashcollege 1
Appeal narrator 1
Flashcollege 2
Email 1
Flashcollege 3
Appeal narrator 2
Email 2
Flashcollege 4
Email 3
Flashcollege 5
Appeal narrator 3
Flashcollege 6
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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
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An Integrated Online Approach
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Direct Mail
Email
_at_
Campaign Micro-site http//imaginerhodes.com/

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Rhodes College
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Rhodes College
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PURL Strategy
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PURL Strategy
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PURL Strategy
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PURL Strategy
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Results what should you expect?
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Major and Planned Giving
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2500
START
OPEN
FINISH
SURVEY
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What if you knew everything?Propensity and
Interest!
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Behavioral Data
Consumer Data
Wealth Data
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Questions