Myeloma conference presentation november 2012
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This document discusses trends in online fundraising. It notes the top five trends are having conversations on social media, telling great stories tailored to different platforms, testing content to optimize conversions, using social elements like polls and contests in campaigns, and mainstreaming social aspects of fundraising. It provides tips for online fundraising such as focusing on audience, platform, promotion, user-centric design, responding in real-time, measurement, and being willing to pivot. The document emphasizes the importance of having honest, fast conversations online and reaching out beyond normal expertise when needed.
Myeloma conference presentation november 2012
- 1. [email protected] jason.sean.potts JasonSeanPotts Online fundraising – all you need to know in an hour … maybe November 2012 by Jason Potts, Director
- 2. • Questions for you … • Top 5 trends online fundraising • What you need to get going? • Stuff that’s important … stuff that isn’t • Questions for me …
- 3. • Questions for you … • Top 5 trends online fundraising • What you need to get going? • Stuff that’s important … stuff that isn’t • Questions for me …
- 4. • Questions for you … • Top 5 trends online fundraising • What you need to get going? • Stuff that’s important … stuff that isn’t • Questions for me …
- 6. 52 million views …. Tell a great story in the right way for the platform and you can get attention … Photo: flickr.com/photos/robertsharp59/4446920696
- 8. A test 807 Visits 5.3% Conversion 69% Single gifts 31% Paypal single gifts 0% Regular gifts
- 9. B test 807 visits 6.1% Conversion 38% Single gifts 16% Paypal single gifts 46% Regular gifts
- 10. A test B test Cash value Yr 1= X Cash value Yr 1 = + 40% DD value Yr 1= Y DD value Yr 1 = + 100% Total value over 5 yrs = Z Total value over 5 yrs = + 550%
- 12. More than 55,000 supporters voted. Which image do YOU think won?
- 14. And the Winner Is… Email announcing the Winner includes renew or join language depending on audience
- 15. Communication Flow • Email #1 – July 14 • Subj line: “Quick Poll: Which wolf photo do you like best?” • Landing page/VOTE – Members: Thank you + soft push to renew early – Non-members: Thank you + soft push to join • Email #2 – July 22 • Subj line: “And the winning wolf photo is…” – Different variants for voters/non-voters (4 variants in all) • Email #3 – ~July 29 • Early Renewal option for all donors • Email #4 – August 28 • Email timed with DM piece • Mail Piece – August 29 (in home between 9/5 and 9/20ish) – Referenced online voting
- 16. The Results • More than 55,000 voted • Raised over $130,000 (from emails and ancillary traffic) • Over 2,000 new donors • Early renewers received an ‘already renewed’ mail version of the member card (generated an additional $5,000)
- 21. Results: • 88% SMS, 22% online • 70% people contactable, 15% agreed to regular gift when called, half of these send back the form, so 7.5% conversion • Raised most UNHCR Sweden ever in a single campaign (2 weeks)
- 23. An existing campaign with a social twist ...
- 24. Number of people who entered 381 Insert copy from story
- 25. Number of people who voted 9,404* Number of people who posted something 10,000 Number of posts 54,656 * 8,188 of these were Canadian, Cities 1. St John’s 2. Toronto 3. Charlottetown 4. Ottawa 5. Montreal
- 26. Biggest group 75% female 25-44 female
- 27. Number of new likes during the campaign 3,119 Number of new email addresses 3,260 (31% opt- in) Number of people who were exposed to the campaign Circa * Approx. 1m people reached = 15.4m ad impressions + 5.8m app 1 million* impressions divided by 15 (FB stat of how many times people viewed an ad)
- 28. Total number of clicks 65,000 Total number of Winner email impressions from the app 5.8 Viral effect million First Second email email
- 29. 22nd Feb 21% talking about as % of likes 76,865 likes, 2,613 talking about 3% talking about them on March 3rd, Age is 45-54 as % of likes 26,329 likes, 2,080 talking about 7% talking about them Daffodil month, Age is 18-34 as % of likes
- 30. Survey (10% posters) 53% type 1 19% type 2 56% of contributors were driven by the FB ads 64% said reason for participating was to advocate or build awareness of diabetes (opportunity to feel heard about their disease) 97% said easy to download and use application 80% easy to post 82% said experience good, very good or excellent
- 31. Survey (1.5% voters) 52% came through a friend or family member 57% said reason for participating was to advocate or build awareness of diabetes 95% said easy to download and use application 97% easy to vote 97% said experience good, very good or excellent 93% would do it again (68% of these said they would be willing to fundraise)
- 32. Open rates (overall) 23.5% What a cure and ipad open rates the same Winner announcement 44% posters 20% voters
- 33. $40,000 1 million people = 4 cents per exposure
- 34. Learning • 30% uplift in DM appeal • Could have been bigger, tech issues and many people posted to the Wall • Better tracking for donations • Making it a real conversation, in real time • More resources • Prizes for creativity • Seeding 2 weeks before
- 38. • Insert 0
- 39. Mainstreaming the social elements of fundraising …
- 44. • Questions for you … • Top 5 trends online fundraising • What you need to get going? • Stuff that’s important … stuff that isn’t • Questions for me …
- 45. • Audience • Platform • Promotion – owned, earned or paid • User centric design • People, you need to respond in real time • Measurement • Pivoting
- 46. • Questions for you … • Top 5 trends online fundraising • What you need to get going? • Stuff that’s important … stuff that isn’t • Questions for me …
- 47. • Having conversations can be scary and demanding • You may not have the expertise so you have to be brave and reach out beyond the norm • As long as you are totally honest and fast you’ll be OK
- 48. • Questions for you … • Top 5 trends online fundraising • What you need to get going? • Stuff that’s important … stuff that isn’t • Questions for me …
- 49. Thank you [email protected] jason.sean.potts JasonSeanPotts
Editor's Notes
- #6: Meg
- #7: Youtube is TV for many younger people .... We can all broadcast now
- #10: Tamsin is checking the Paypal single gift conversions for each page as she has access to more accurate reporting than Mustard (due to the option for users to return to the CIWF website rather than the Mustard PP goal page). So obviously – this may skew the figures a bit! But regardless, B Test is still showing significant increased DD performance than A Test.
- #12: NickOk, just 3 to go and I think we’re doing ok for time!by now you might be trying to guess what’s coming next and you’ve probably spotted by now that there is a lot of overlap with all these things. That’s because digital, in it’s very nature, is integrated.So number 3 is a natural extension of social media...
- #18: Nick – by now you might be trying to guess what’s coming next.
- #23: Meg.Can we have a final drum role please. Just stamp you feet or something!