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1 Online Fundraising Winning the future Toby Fallsgraff Organizing for America | Democratic National Committee January 28, 2011

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Basic Principles 2

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3 vs.

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Cultivate relationships 4 Tell the story of the movement Focus on the human connection Drive a narrative throughout campaigns

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Maximize indirect FR sources 5 Take advantage of key moments Weave asks into social networks Get them when theyre engaged

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Fundraising in emails 8 Each email should answer the following questions: Whats the problem? Whats the solution? Why your organization? (Theory of Change) Why right now?

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Run the numbers 9 Open rate Click-through rate Response rate Unsubscribe rate Warning: Dont get caught up in open rates

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Get tested 10 Test everything you can Subject lines Email content / Email length Graphics and videos Ways to ask, donate page layout, etc. Limits List size and statistical significance Staff capacity

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Testing: Subject Lines 11 Meet me in Vegas, Toby vs. I want to meet Toby 104% increase in contributions

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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

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Other interesting findings 13 How to ask donors vs. non-donors $3 vs. $5 asks to non-donors Donate button in emails? In-line graphic vs. callout box (vs. no graphic)

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Questions? 14

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Testing: Two different emails 15 A: 33 Rs in Congress B. Sarah Palin 179% more contributions

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Testing: Email length 16 +22% in total length +69% in length before 1st ask +19.7% in contributions

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