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1 Online Fundraising Winning the future Toby Fallsgraff Organizing for America | Democratic National Committee January 28, 2011
Basic Principles 2
Cultivate relationships 4 Tell the story of the movement Focus on the human connection Drive a narrative throughout campaigns
Maximize indirect FR sources 5 Take advantage of key moments Weave asks into social networks Get them when theyre engaged
Fundraising in s 8 Each should answer the following questions: Whats the problem? Whats the solution? Why your organization? (Theory of Change) Why right now?
Run the numbers 9 Open rate Click-through rate Response rate Unsubscribe rate Warning: Dont get caught up in open rates
Get tested 10 Test everything you can Subject lines content / length Graphics and videos Ways to ask, donate page layout, etc. Limits List size and statistical significance Staff capacity
Testing: Subject Lines 11 Meet me in Vegas, Toby vs. I want to meet Toby 104% increase in contributions
Testing: Do videos help? 12 A novella from David PlouffeVideo strategy update +133% in total length +165% in length before 1st ask +71% in contributions
Other interesting findings 13 How to ask donors vs. non-donors $3 vs. $5 asks to non-donors Donate button in s? In-line graphic vs. callout box (vs. no graphic)
Testing: Two different s 15 A: 33 Rs in Congress B. Sarah Palin 179% more contributions
Testing: length % in total length +69% in length before 1st ask +19.7% in contributions
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