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Online acquisition readiness checklist

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RyannM
RyannM

The document provides a checklist for organizations to use when preparing for an online fundraising acquisition campaign. It outlines key areas to consider, including defining an acquisition strategy, ensuring internal resources and departments are aligned, assessing costs, ensuring the website and email systems are optimized for conversions, preparing social media plans, and leveraging offline channels. It emphasizes having the proper welcome email series in place to engage and convert new supporters.

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THE ONLINE FUNDRAISING ACQUISITION CHECKLIST Ryann Miller Care2
Online acquisition readiness checklist
So You Think Youre Ready to Acquire But wait there are some things you needto do before heading down that road
The Online Acquisition Readiness Checklist Know your strategy Internal stuff Costs Website readiness Email readiness Social media readiness Those other channels (offline conversion)
VS.
Strategy Who are you trying to acquire? How will you acquire them? Are you using existing resources/collateral or creating fresh? Are you leveraging the best or most appropriate campaign/hook to draw people in? Can you define a few KPIs? Do you have a roadmap/timeline/critical path/plan?
The if you dont game If you dont know who you want to target, youll get different types of people with different age ranges, income and commitment levels and itll be much harder to use one succinct voice to engage them. If you dont use existing creative, will you have to get approval for creating anything new? If you dont have any KPIs, how will you know what to measure and how to analyze the acquisition campaign?
Internal Stuff Human resources/staffing: Someone is going to have to write, assemble, test and deploy the welcome emails. Does that person exist? Do they have the time? Multiple departments do you play well together in the sandbox? Development Comms Online, possibly IT?
The Big Picture Stuff Do you know the life-cycle of your donors already? Are you happy with how you communicate with existing donors? What are you doing with existing non-donor supporters/leads? What are you doing with lapsed donors? Should you be acquiring new donors if youre not satisfied with your responses to these questions?
Costs There are broadly speaking two types of online acquisition: organic and paid. With both, you get what you pay for. Factor in costs to deploy emails and costs to convert once youve acquired. Plus, possibly: Appends Offline conversion tactics
Sources for online acquisition Your website, Display advertising (banner ads), Search engine marketing (Google etc) Promoted Marketing, contests Facebook, Twitter, LinkedIn Email rental (CPM), list swaps Email donor lead generatio (CPL)
Website Readiness Capturing leads organically through your website is not an acquisition campaign!
Online acquisition readiness checklist
Website readiness Before an acquisition campaign you need to have/do: A website youre not embarrassed about Simple conversion funnel A great about us Sign up field/link everywhere Working donation form
Email readiness What do you already send? Are you ready to ditch the standard enewsletter? No? Then how about re-thinking it? Dont want to mess with it? Then at least, you have to also send compelling, stand-alone, engaging actions (mixed in with great stories).
Email Readiness Have the email welcome series ready. The what now?
Why the welcome series? Reminds and re-engages. Starts the relationship. Establishes the parameters (we will do X, we might ask you for Y). Primes them for the conversion. More actions they take
Online acquisition readiness checklist
MSF Canadas welcome series
Online acquisition readiness checklist
Online acquisition readiness checklist
Social Media Readiness Whether you want to use social media as your acquisition source, or whether its playing a supporting role, be ready: Brand vs. personal handles What are you going to say, how often How will you move those people onto your email list
Offline Conversion Important takeaway: Just because you found them online doesnt mean you should keep them there.
The Online Acquisition Readiness Checklist Know your strategy Internal stuff Costs Website readiness Email readiness Social media readiness Those other channels (offline conversion)
Another Checklist
Thats you!
Thanks! Where to find me: About Care2: ryannm@care2team.com http://www.care2team.co @ryann m My LinkedIn profile: For info on how we help nonprofits acquire qualified donor leads and supporters, for case studies, and other fun stuff!

More Related Content

Online acquisition readiness checklist

  • 3. So You Think Youre Ready to Acquire But wait there are some things you needto do before heading down that road
  • 4. The Online Acquisition Readiness Checklist Know your strategy Internal stuff Costs Website readiness Email readiness Social media readiness Those other channels (offline conversion)
  • 5. VS.
  • 6. Strategy Who are you trying to acquire? How will you acquire them? Are you using existing resources/collateral or creating fresh? Are you leveraging the best or most appropriate campaign/hook to draw people in? Can you define a few KPIs? Do you have a roadmap/timeline/critical path/plan?
  • 7. The if you dont game If you dont know who you want to target, youll get different types of people with different age ranges, income and commitment levels and itll be much harder to use one succinct voice to engage them. If you dont use existing creative, will you have to get approval for creating anything new? If you dont have any KPIs, how will you know what to measure and how to analyze the acquisition campaign?
  • 8. Internal Stuff Human resources/staffing: Someone is going to have to write, assemble, test and deploy the welcome emails. Does that person exist? Do they have the time? Multiple departments do you play well together in the sandbox? Development Comms Online, possibly IT?
  • 9. The Big Picture Stuff Do you know the life-cycle of your donors already? Are you happy with how you communicate with existing donors? What are you doing with existing non-donor supporters/leads? What are you doing with lapsed donors? Should you be acquiring new donors if youre not satisfied with your responses to these questions?
  • 10. Costs There are broadly speaking two types of online acquisition: organic and paid. With both, you get what you pay for. Factor in costs to deploy emails and costs to convert once youve acquired. Plus, possibly: Appends Offline conversion tactics
  • 11. Sources for online acquisition Your website, Display advertising (banner ads), Search engine marketing (Google etc) Promoted Marketing, contests Facebook, Twitter, LinkedIn Email rental (CPM), list swaps Email donor lead generatio (CPL)
  • 12. Website Readiness Capturing leads organically through your website is not an acquisition campaign!
  • 14. Website readiness Before an acquisition campaign you need to have/do: A website youre not embarrassed about Simple conversion funnel A great about us Sign up field/link everywhere Working donation form
  • 15. Email readiness What do you already send? Are you ready to ditch the standard enewsletter? No? Then how about re-thinking it? Dont want to mess with it? Then at least, you have to also send compelling, stand-alone, engaging actions (mixed in with great stories).
  • 16. Email Readiness Have the email welcome series ready. The what now?
  • 17. Why the welcome series? Reminds and re-engages. Starts the relationship. Establishes the parameters (we will do X, we might ask you for Y). Primes them for the conversion. More actions they take
  • 22. Social Media Readiness Whether you want to use social media as your acquisition source, or whether its playing a supporting role, be ready: Brand vs. personal handles What are you going to say, how often How will you move those people onto your email list
  • 23. Offline Conversion Important takeaway: Just because you found them online doesnt mean you should keep them there.
  • 24. The Online Acquisition Readiness Checklist Know your strategy Internal stuff Costs Website readiness Email readiness Social media readiness Those other channels (offline conversion)
  • 27. Thanks! Where to find me: About Care2: ryannm@care2team.com http://www.care2team.co @ryann m My LinkedIn profile: For info on how we help nonprofits acquire qualified donor leads and supporters, for case studies, and other fun stuff!