Interactive Fundraising: Test, Analyze, Repeat
By Mark SuttonNever before have the barriers to online fundraising been lower. Over the past couple of years, the challenges associated with the cost and technical expertise required to deploy online fundraising programs have just about disappeared. These developments have changed the rules of the game for professional fundraisers — putting the power of online programs firmly in their hands. Getting creative and demonstrating the courage to try new things have instead become the barriers.
This phenomenon isn’t specific to fundraising, but it certainly applies. For example, online services have enabled ordinary (non-technical) people to create attractive Web sites and professional-looking online newsletters, among other things. Web sites can be hosted in the “cloud” for a fraction of the cost and resources required compared to a few years ago. More people can innovate and execute more quickly and less expensively than ever before.
These shifts are enabling fundraisers to segment their supporter bases at a granular level, and test programs to engage supporters with the messaging and media that is most appealing to them. So, what does this look like when practically applied?
Jeff Wright, associate director of development services at the University of Alberta, is on the leading edge of taking a highly segmented approach to online fundraising. He has created unique donation pages for each of the 18 schools at the university. In addition, each school has its own subset of special funds that donors can select, and special giving pages were set up for eight other specific funds. This approach recognizes that alumni from a particular school are more likely to respond to asks from the specific schools that they attended and perhaps feel a greater connection.
In this case, the development staff created the online donation pages and provided them to each school to use in their communications. There was zero incremental cost to developing these pages, and no technical resources were required. The University of Alberta saw immediate results — an increased conversion rate to donations — from this strategy.
Based on the simplicity of deployment and initial successes, Jeff is planning on doing further segmented appeals by building online “tribute” pages for alumni recognition award recipients and professors who are retiring after a long tenure. Tribute appeals will be sent to the alumni’s classmates or students of a beloved retiring professor.
Other segmentation that can be tested using these same principals is establishing specific donation pages for communication channels, such as Facebook or Twitter. A question development directors often ask is, “How do I quantify the value of social-media interactions in terms of donations?” Creating distinct donation pages for these channels provides an easy way of tracking the actual donations that result from a particular channel of communication. For example, in your Twitter communications, a bit.ly link to your respective donation form will enable you to track donations that result from this particular channel.
The lesson in all of this: Don’t be afraid to try new things. Some will probably not work as well as you had hoped, but the risks are low and the rewards are potentially great. Continually experimenting with new approaches to online fundraising will help you to determine the things that work best for your organization.
Mark Sutton is president of Artez Interactive, U.S. Follow him on Twitter at @marksutton
Meet Our Award Winners: Missy Ryan
By Janet SpavlikIn our February issue, Fundraising Success named the winners of our 2010 Fundraising Professionals of the Year Awards. In this recurring "Meet Our Award Winners" series in the Advisor, you will have an opportunity to learn more about these distinguished nonprofit professionals and their unique perspectives on fundraising. Here, meet Missy Ryan, who was named one of this year's Fundraising Stars.
Missy Ryan
Senior director of development
College of Business and Behavioral Science at Clemson University (Clemson, S.C.)
Your organization's mission: The mission of Clemson University is to fulfill the covenant between its founder and the people of South Carolina to establish a "high seminary of learning" through its historical land-grant responsibilities of teaching, research and extended public service.
Annual operating budget: $400+ million for the university.
How much raised annually: As a university, $42+ million; within the College of Business and Behavioral Science, $7+ million.
Role models: My mom, who was my first mentor in fundraising; and my Dad, who has guided me in every business decision I have made. I was blessed with the best! Nancy Peterman, vice president of development at Georgia State University, who has inspired me and mentored me for the past seven years. Cheryl Holland, president of Abacus Financial Planning, who is teaching me all the time how to be a more innovative manager and the joy of being a lifelong learner.
Why did you choose fundraising as a career: When I was in high school, I was a "serial" volunteer, and then I graduated from college and realized I could make a living helping nonprofit organizations and doing something I loved.
Greatest fundraising challenges: Time, time, time....
Keys to success (in life): These are mottos I use in my life:
- I can sleep when I die.
- There is no such word as "no" or I "can't."
- Give your time, talent and treasure, and you will find you get far more back.
- Make time for friends and family above all else.
- Two brains are far better than one.
- Give away all credit because you probably didn't do this on your own.
Keys to success (in fundraising): All the success I have had is because of two key factors: First, the team of professionals who work with me. I believe in hiring the best and then giving them the freedom to be the best. Second, the volunteers who love the organization I work for. My volunteer board members and donors are the real reason for my success. Without their passion, inspiration and generosity, none of this would be possible. They are really the true "fundraising stars." It is my job to make their volunteer job easier! No gift I have been involved in closing has ever been done by me alone. I guess you can say it takes a village!
Fundraising accomplishment of which you are most proud: Mentoring others and seeing their success. If all I do is close gifts and don't teach and support others, then I really haven't truly accomplished much.
How would your co-workers describe you: In one word: energy! I think they would also say, "She doesn't believe the word 'no' exists and she doesn't accept anything but an individual's best!
Greatest lesson ever learned: Life is not always fair and it isn't always easy, but it sure is one amazing ride.
Special Report on Mobile Giving
Interested in mobile giving? Be sure to read "Early Signals on Mobile Philanthropy: Is Haiti the Tipping Point?," a joint study by Convio, Edge Research and Sea Change Strategies analyzing mobile trends and adoption rates across Gen Y, Gen X, baby boomers and mature donors.
Exciting Online Learning Opportunities
The FundRaising Success staff is really excited about a couple of upcoming educational opportunities that we hope you'll want to be a part of. First up is the Social Media Slam! webinar that will take place a 2 p.m. on March 18. Join our rock star columnists Jocelyn Harmon from Care2 and Katya Andresen from Network for Good as they dish about social media and what it means for fundraisers.Cost is $65. Click here to register.
Then, on May 20, we'll be hosting our first virtual conference and expo — "Engaging, Enlightening and Empowering Donors." Check out the agenda here. Registration is FREE. Click here to register. Be sure to mark your calendar for this daylong event.