1. The Future of Online Fundraising Whats Now…Whats Next? Matt Frazier, Founder and CEO, Pursuant

2. Online Fundraising is NOT about technology!

3. The Harvard Initiative on Social Enterprise estimates that up to 30% of all donations will be raised online by the Year 2010.

4. % Internet Usage by Age

6. Email

7. Websites are Passive. Email is Active.

8. Benefits of Email Targeted Measurable Quick Two-way Viral Cost Effective Preferred

9. Benefits of Online Channel Larger Gift Sizes Shorter Response Time Shorter Fulfillment Cycle Non-consumable

10. Narrative vs. Static

11. Direct Marketing 101 1.List 2.Message 3.Creative

12. The Development Cycle Acquisition Cultivation Solicitation Recognition

13. NEVER NON SYBUNT 6 SYBUNT 5 SYBUNT 4 LYBUNT 3 LYBUNT 2 LYBUNT 1 DONOR ANNUAL MAJOR PLANNED

15. Direct Address Update

21. Anatomy of an eSolicitation Email Pre-loader Narrative Story Segmented Appeal Giving Page 1 – Pledge Giving Page 2 – Payment Giving Page 3 – Confirmation Giving Page 4 – Thank You Page Confirmation Email

22. BEST PRACTICES

23. Best Practice #1 - Tell compelling stories Transparency Builds Intimacy The Power of Narrative Reveal in a Timeline Emotional Connection is Key Frame Value

24. Best Practice #2 - Get personal Show me you know me Database Variables (Name, College, Degree, Class Year, Organization) Variable Narrators Variable Images

25. Best Practice #3 – Remember theyre busy Are you busy? When is the best day to send an email? Is there a better time of day to ensure best response?

26. Campaign Delivery Strategy

27. Best Practice #4 - Always segment your audience eSolicitations with multiple options, do not perform well When given multiple options, people tend to choose none. Be audience specific Use segmented language Segmented narrators Segmented giving amounts

28. Email 2 Email 1 Email 3 Flash college 5 Flash college 4 Flash college 6 Flash college 2 Flash college 1 Flash college 3 non lap cur Appeal narrator 1 Appeal narrator 2 Appeal narrator 3 <30 30-50 >50 Past | <30 Giving | 30-50 Spec | > 50 Giving | <30 Level | 30-50 Spec | >50 $50 $125 $250 Data specific Basic segments Age segmentation Variable Narrators Custom Giving Forms Affinity group / variable story Multiple email / campaign style

29. Best Practice #5 - Remove barriers to giving COMMON BARRIERS: Too many options Third party processors Internet Whiplash Rigid Forms Trust: SSL Security Shopping Carts Registration Requirements

33. An Integrated Online Approach

34. Campaign Micro-site: http://imaginerhodes.com/ Direct Mail @ Email $$

35. Rhodes College

38. PURL Strategy

42. Results: what should you expect?

44. Major and Planned Giving

45. EMAIL CD-ROM 1250 2500 500 50 15 ANIMATED CAMPAIGN STORY STARTOPENFINISHSURVEY

46. What if you knew everything? Propensity and Interest!

47. 100K50K 40K 20K D 12K C 8K B 4K A 20K

48. Behavioral Data Wealth Data Consumer Data

49. Questions