Dirty Sexy Money Online

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Dirty Sexy MoneyOnline

• Presented by
• Marc Ruben

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• State of the state
• Best Practices
• Case Studies
• Data Bites

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CIRCA 2008
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• Big
• and getting
• bigger
• More than 6.9 billion
• donated online last year

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• Some integration with offline channels
• More more segmentation
• Mobile fundraising?
• Not quite yet.

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• Web 2.0 (social networks, P2P)
• Lots of hype, not a lot of ... Yet.
• Peer-to-peer works for events, thons
• Also for big main-issue causes like Obama,
  Susan G. Komen
• Data integration is the biggest problem

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BEST PRACTICES
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Best Practices
Have a Plan
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Best Practices

• Have a Plan
• Tell a Clear Story

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Best Practices

• Have a Plan
• Tell a Clear Story
• Make it Urgent

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Best Practices

• Have a Plan
• Tell a Clear Story
• Make it Urgent
• Make it Personal

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Can you imagine being hungry enough to eat
sawdust? Or grass?
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Best Practices

• Have a Plan
• Tell a Clear Story
• Make it Urgent
• Make it Personal
• Make it Easy

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• Why?

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Donor-Centered Thinking
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What do donors want?

• Be a donor yourself
• Always say thank you and provide information
  about the results of your work
• Survey donors about their attitudes and
  preferences - and heed them
• Focus on donor benefits, not your needs

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MAKE THE OFFER
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Donate X, and Y

• X today
• X 45 (or some amount)
• X before the deadline
• Y your gift will be matched
• Y we can buy 20 lawn signs / 5 mosquito nets /
  save 1 acre of wilderness
• Y you could win lunch with our famous board
  member
• Y get a tote bag
• Y well send George Bush a postcard smeared in
  mayo with your personal message on it
• Y youll inspire other people to give

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DIVING IN
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Assumptions about challenges

• Small
• Lack brand recognition
• No splashy issue
• No small donor or membership base
• Passive online fundraising

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Before Online Fundraising

• Active List
• 100,000 e-Activists
• Anti-Wal Mart Campaign
• Paid Advertising
• Viral Marketing / Flash Video

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Fundraising Pilot Project

• 6-Month Pilot
• Organizational newsletter
• 3 Full Campaigns
• Set Realistic Goals
• Included an Evaluation

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Pre Fundraising Cultivation
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End-of-Year Fundraising
Dear Marc, Between anti-union mega-corporations,
Bush and his cronies on the NLRB, and lobbyists
and extremist organizations playing hardball
lets face it weve got our work cut out for us
in 2008. Weve got the tools and the drive to
fight, expose, spread the wordbut we need the
resources. Will you support workers' rights one
last time before 2007 comes to a close? Every
dollar counts. Your gift of 35, 50, 100 or
more could make all the difference for millions
of workers in 2008.
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EFCA Campaign 1
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EFCA House Campaign 1
4 appeals 16k
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Final Results
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Last year

• 2 renewal emails tied to DM
• 2 End of Year prospect appeals
• 1 standalone membership appeal
• Total Raised 123,828

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This year

• One theme, one goal
• Six appeals over six weeks
• Integration with DM, TM, TXT
• The kitchen sink

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Test Hats for prospects? Hat 0.07
response No Hat 0.05 response
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Lapsed member test
7,792
1,150
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Our "Year to Win" fundraising drive ends at
midnight tonight. We've blown past our goal of
2,008 renewing members we topped 3,000 last
week! but you still have not renewed your
membership.
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Youve already donated, and we cant thank you
enough. Can you deepen your support at this
critical moment? Make a monthly gift.
Monthly gift appeals to recent donors
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Four days left!
Midnight tonight!
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Leave No Stone Unturned
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4,991
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5,861
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18,521
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5,861
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Results
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Online
4,311
New Donors
5,031
Renewals
Total Raised
496,270
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INTEGRATE
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TAKEAWAYS
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Problem
Solution
Action!
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• Goals and Deadlines!
• Dear friend,
• This is the moment we've all been waiting for.  I
  just got word (see below) from our Executive
  Director, Mary Beth, that the Employee Free
  Choice Act will come up for a vote in the House
  sometime in the next 48 hours!
• Can you help us raise 10,000 in the next two
  days to give our crucial last-minute lobbying
  efforts the boost they need?
• https//secure.ga6.org/08/efca
• I'll be in touch after the vote to let you know
  how it goes.
• -- Liz
• gt -----Original Message-----
• gtFrom Mary Beth Maxwell
• gtSent February 27, 2007 845 AM
• gtTo All Staff
• gtSubject 48 hours!

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Typical schedule

• Matching gift campaign
• 9/18 Initial announcement
• 9/25 Four days out
• 9/30 Deadline tomorrow
• 10/1 Last chance!
• 10/2 OK, one last day!
• 10/7 Thank-you email

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Track your results!
Individual Messages
The most important stat
Note discrepancy between messaging reports and
landing page report!
Paid advertising buys
Homepage takeover
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Dont be afraid to Break the Rules
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• Marc Ruben
• MR Strategic Services
• mruben_at_mrss.com
• www.mrss.com