David Gunn, Political Account Manager, SalsaLabs
Twitter Handle: @GunnD
The average online gift on #GivingTuesday 2013 was $142.05. That’s up significantly – 40% to be exact – from 2012’s average gift of $101.60. In this presentation, you’ll learn the best tactics from nonprofits who raised money successfully on #GivingTuesday in 2013.
2. Presenters
David Gunn
Account Development Manager
Salsa Labs
@gunnd @salsalabs
Live Tweet Right NOW!
3. #GivingTuesday Works!!!
In study of ~500 nonprofit orgs in 2012 & 2013:
1. Statistically significant improvement
2. Did NOT come from a share shift of dollars
3. Nonprofits who promoted #GivingTuesday
increased donations more
Get details at
www.salsalabs.com/givingtuesday
Live Tweet Right NOW!
4. Top 4 Fundraising Rules for Twitter
1. Demonstrate tangible ROI from donation
2. Communicate an aspirational but
realistically achievable goal
3. Asks from Individuals big motivator
(power of RT and #ff)
4. Match the “headlines”, branding, etc.
Live Tweet Right NOW!
8. 4. Match the headlines, etc.
It’s more than just branding
– it’s a seamless experience
(with higher conversion
rates)
Live Tweet Right NOW!
9. Match it all: branding, CTA…!!!!!!
Can’t emphasize this enough:
• DON’T direct people to a generic page on
Live Tweet Right NOW!
your site
• The hashtag or theme as headline
• Call-to-action – level for Twitter audience
• Think about audience and match it all to
them
14. Now for the Plan
www.salsalabs.com/givingtuesday
Live Tweet Right NOW!
15. Top 3 Things to Remeber
1. Friends are the best!
2. Email is not dead!
3. Personalization is
more than polite, it’s
effective.
Live Tweet Right NOW!
19. Email is Where It’s At…
Social Email
Supporter
Live Tweet Right NOW!
Love
20. Don’t Personalize, Individualize
Social + Segmentation + Email
Live Tweet Right NOW!
244%
e-mail opens
161%
click through
330%
revenue per
mailing
E-mail segmentation by demographics and interests
21. It doesn’t end on #GivingTuesday
December makes up
about 28% of yearly
fundraising for nonprofits
using Salsa.
Quite a bit of it coming in
the last week.
Live Tweet Right NOW!
22. Follow-up First: before you tweet
Plan Twitter
Campaign
Plan Email
Follow-Up
Launch
Campaign
Capture
Info in DB
Live Tweet Right NOW!
Analyze
Results
Automation
Kicks In
23. It’s Not About You.
It’s about
them.
Live Tweet Right NOW!
24. Get in Touch with Us.
Live Tweet Right NOW!
#GivingTuesday
www.givingtuesday.org
Dec. 2, 2014
Salsa
dgunn@salsalabs
info@salsalabs.com
www.salsalabs.com
Get a Complete #GivingTuesday Plan at
www.salsalabs.com/givingtuesday
Editor's Notes
https://www.salsalabs.com/support-community/blog/givingtuesday-2013-stats
Dave was meticulous in sampling our client base, making sure we were comparing apples-to-apples and examining it from all angles. Of the 378 clients who collected donations in both November 2011 and November 2012, total giving by dollars, total number of transactions and average dollar amount of each transaction were all up year-over-year (6.82%, 3.45% and 9.29% respectively). So, Giving Tuesday being up by 33.32% for the equivalent day in 2011 was as Dave put it "very, very, very statistically significant". - See more at: http://www.salsalabs.com/support-community/blog/did-givingtuesday-work-heck-yes-how-can-we-tell#sthash.OkU3FQ2z.dpuf
Teamsters post retweeted 14 times at the moment I pulled this screen shot
Being successful on Twitter doesn’t end with Twitter and landing pages. It comes from having a multi-channel communications strategy and taking the necessary steps to move people along the ladder of engagement after you get them started on Twitter.
Segmentation
Right Message to Right Person
Increase Open & Click-Through Rates
Decrease Opt-Outs
Tagging
More Effective Follow-Up (Nurturing/Cultivating)
Tracking & Real-Time Adjustments
ROI Reporting
Scoring
Measure Value over Time
Engagement
Clean Lists = Higher Deliverability
See Again Segmentation
Segment your list
Target donors based on past-giving/#GT participation
Upgrade previous donors to higher gift
Invest in marketing automation now
Don't Personalize, Individualize
To personalize is to add a name in the address field and distribute the same message to an entire list. To make your message individualized, you are truly trying to create a message for as small a group as possible that speaks not just to their name, but to things you know they care about. Use dynamic content to populate a supporter's most recent donation amount in a quick donate button – so they don't have the same donation amount as everyone else – they have what they gave last time (or maybe an amount that is just a little but more). An individualized message would also make a reference to past activities with the nonprofit and why they need to give again.
Individualizing your content works. According to a recent study by Janrain, email segmentation based on demographics and interests led to a 244 percent increase in email opens, 161 percent increase in click through, and a 330 percent increase in revenue per mailing.
What's certain is that the % fundraising breakdowns by quarter has remained incredibly consistent for the last four years (to within 0.5 % for each of the following breakdowns). Nonprofit fundraising with Salsa generally breaks down like this:
Q1: 16%, Q2: 20%, Q3: 19%, Q4: 45%
Yup, you read that right. Almost *half* of all nonprofit fundraising happens in the 4th quarter of the year, and 2013 was no different. December itself generally sees more than a quarter of yearly fundraising, about 28% of it, accounting for almost 2/3 of the quarter.
This year, Salsa continued to grow its community of clients, and those clients continued to grow their lists and improve their fundraising.