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Using the Web to Raise Funds - Luis Zaffirini

National Right to Life
National Right to Life

This document provides tips for fundraising using social media and email campaigns. Facebook Causes pages may not be very effective for fundraising, but a Facebook landing page could accept donations through HTML. Twitter is not good for fundraising directly, but can help promote other fundraising efforts. The document recommends having a fundraising plan that coordinates with direct mail campaigns for higher conversion rates. It also outlines steps for an effective email campaign, including determining goals and purpose, creating a schedule, and considering free and paid email service provider options.

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USING THE WEB TO RAISE FUNDS
A FEW QUICK TIPS Facebook Causes pages are basically useless. You may be able to take donations through your FB landing page using HTML. There is no such thing as fundraising with Twitter, but through it. Dwolla is an alternative to PayPal. Have a plan & have it match your direct mail campaign.
CONVERSION RATES Crocs vice president of global Internet and retail Chris Ladd Facebook is good for interaction and conversation, a lot like a bulletin board. But e-mail interactions yield higher conversion rates. CONVERSION RATES = Number of Desired Actions Visits or Views
EMAIL CAMPAIGN PLANNING Determine Purpose Outline Goals Create a Schedule
EMAIL PURPOSE Identify your audience Capture emails Identify sources of new, information, and help with appeals
EMAIL GOALS Education Activation Direct appeals for money Mix and repeat!
EMAIL SCHEDULE Keep a running list of topics Have as much layout prepared ahead of time Mimic the look of any print campaign you already have Stick to your plan unless major news / event prevents
Reasons People Unsubscribe (c) 2011 ExactTarget
EMAIL RESOURCES Free Options ezinedirector.com 249 messages / mo. mailcimp.com 2,000 subscribers & up to 12,000 messages icontact.com 500 subscribers & 2,000 messages Other Email Campaign Companies verticalresponse.com benchmarkemail.com bronto.com constantcontact.com

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Using the Web to Raise Funds - Luis Zaffirini

  • 1. USING THE WEB TO RAISE FUNDS
  • 2. A FEW QUICK TIPS Facebook Causes pages are basically useless. You may be able to take donations through your FB landing page using HTML. There is no such thing as fundraising with Twitter, but through it. Dwolla is an alternative to PayPal. Have a plan & have it match your direct mail campaign.
  • 3. CONVERSION RATES Crocs vice president of global Internet and retail Chris Ladd Facebook is good for interaction and conversation, a lot like a bulletin board. But e-mail interactions yield higher conversion rates. CONVERSION RATES = Number of Desired Actions Visits or Views
  • 4. EMAIL CAMPAIGN PLANNING Determine Purpose Outline Goals Create a Schedule
  • 5. EMAIL PURPOSE Identify your audience Capture emails Identify sources of new, information, and help with appeals
  • 6. EMAIL GOALS Education Activation Direct appeals for money Mix and repeat!
  • 7. EMAIL SCHEDULE Keep a running list of topics Have as much layout prepared ahead of time Mimic the look of any print campaign you already have Stick to your plan unless major news / event prevents
  • 8. Reasons People Unsubscribe (c) 2011 ExactTarget
  • 9. EMAIL RESOURCES Free Options ezinedirector.com 249 messages / mo. mailcimp.com 2,000 subscribers & up to 12,000 messages icontact.com 500 subscribers & 2,000 messages Other Email Campaign Companies verticalresponse.com benchmarkemail.com bronto.com constantcontact.com