More notes from RootsCampDC...

Internet fundraising

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Saturday, December 2, 2006

 

Always an institutional problem between donation asks vs. action

-engaging people leads to better fundraising from them, too.

 

Online fundraising makes it easy to see where the money is coming from. If they are earn media driving, blog-driven, etc. New links for every blog post, etc, to see the method through which people gave.

-Source/attribution codes

 

Tony Vila: we got a lot of fundraising traction online because people knew our opponent.

-bought media to show legitimacy of campaign

 

It’s important to support what you do online with work offline.

 

Open rates go up when you reduce the number of emails to donors. Resolicits are key.

 

A-B testing different email variables to increase response rates can be effective.

 

Re-solicit mailings and phone calls at the end of quarter.

 

Planned Parenthood donors are much more likely to volunteer/take action than non-donors. Anything you can do to sign people up online will help with fundraising. Lists can be build from issue lists & advocacy petitions. Ex, we’ll send this to people who have signed three or more online petitions.

 

You don’t want to do two asks in the same email (action & fundraising). Need to have variety of asks over several emails.

 

Having an email sign-up sheet as part of direct mail response to add to online donor list.

 

It’s important to understand that online donors are direct mail donors & vice versa, usually. There is huge universe overlap.


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