Future Fundraising Now

10 things to make your fundraising email stronger

From the Hubspot Marketing Blog, How to Write a Marketing Email: 10 Tips for Writing Strong Email Copy:

1. Subject Line: Use actionable language. Make it about doing something.
   
2. Subject Line: Personalize when possible. This increases open rates, click-throughs, and response.
   
3. Subject Line: Prioritize clarity, and only then think about "catchiness." If it’s clever but unclear, it’s a loser.
   
4. Align your subject line copy and email copyWhatever your email subject line promises, the email message should deliver.
   
5. Establish relevancy. Make it completely clear throughout what this message has to do with the recipient.
   
6. Write in the second-person. Or rather, talk to the recipient, about what the recipient wants and what they’ll do.
   
7. Talk about benefits, not features. Donors don’t give to the details about your work. They give to make the promised outcome happen. Focus on the outcome and its meaning.
   
8. Be brief. Though some very long emails can work well too.
   
9. Be lovable. Easy to read, relevant, and a good experience.
   
10. Use actionable language in your call-to-action. The whole reason for sending the email is to get people to do something. Make it clear, actionable, and don’t be afraid to repeat that key point.
    

Should you ask donors to cover processing fees for their donations?

Asking donors to cover credit card processing fees (usually 2% to 3% of the donation) is often marketed as a clever way to squeeze a little more revenue from your online donors.

Does it work?

Not in this experiment reported by NextAfter: How introducing “donor fees” impacts conversion.

The test was very simple. A landing page tested the inclusion of this statement:

Everything else was identical for both versions.

Results to conversation rates:

• Control (no mention of credit card fee: 12.0%
  
• Test: 7.4%
  

That's a 38.5% drop in conversion rate. About 60% of donors opted to cover the fees. This drove up the average gift by 3%. But overall revenue was 20.5% lower.

Small win, but big loss.

The hypothesis is that bringing in transactional language about the fees short-circuited the highly emotional act that charitable giving is.

There may be other tests with different results out there, but think twice before you put this one into action on your website. It may look like free money, but it might not work that way.

6 ways to fix your nonprofit website

You’ve got a great looking website with tons of excellent content.

You’re getting lots of visitors to the site.

But not many donations.

What’s wrong? It’s your conversion rate -- the percentage of visitors who end up taking action.

Here are some of the common problems that hurt conversion rate -- and cost you revenue, from the Wired Impact Blog, at 6 Nonprofit Website Conversion Rate Killers (and How to Fix Them)

1. Targeting Everyone. Connecting with No One. There’s no cause in the world that “everyone” will support. (Yes, there are many that everyone should support. But they don’t.) Know who cares about your cause and laser-focus on them. Speak their language. Connect with their values. Discover what moves them.
   
2. Your Pitch Isn’t Clear. A lot of nonprofit websites are trying to be tutorials on how your organization works. That will never get people to donate. Keep it simple, clear, and outcome-focused. Donors don’t give to fund your processes. They give to make things happen. Figuring out how to communicate your outcomes is one of the most difficult tasks in fundraising. But it’s a must.
   
3. Broken or Slow Conversion Paths. You might be shocked how many nonprofit websites make it impossible to donate because something is broken. Or frustratingly slow. Periodically check your giving pages from many different systems (including mobile). Fix anything that’s broken, confusing, or slow.
   
4. Overwhelming Visitors with Too Many Choices. There might be a whole lot of different things you want your audiences to do. Don’t pile them all into a massive list. Keep it simple. Most pages on your site should have only one call to action.
   
5. Your Actions Are Too Complicated. Complexity kills conversion. Remove actions that you don’t need people to take. Keep everything as simple as possible.
   
6. Visitors Don’t Trust You. Sadly, a legacy of scam and incompetent nonprofits have made many people not trust you. Give them reasons to trust. Show watchdogs logos. Make financial information available. Make it easy for people to talk to a human. Share your privacy policy. Display a pledge to donors. It all helps!
   

(Tons of details on the fixes at the post!)

What should fundraising emails be like?

You might be surprised what works to raise funds online.

In short: Simpler is more effective.

Here are three tests from NextAfter that just might make you want to rethink how you do online fundraising:

Test #1: Simple and personal

How a radical redesign of an email appeal and donation page affected donor conversion rate.

This was a "radical redesign" of an email and its landing page, including:

• Much simpler email -- text only instead of the more designed control that had logos, a photo, "Donate Now" buttons
  
• More personal tone in the email that addressed the donor directly and colloquially.
  
• Simplified landing page: No photo, less design, overall less content.
  

Result: 272% increase in donor conversion. At statistically valid quantity.

Test #2: Person-to-person subject line

How a more personal subject line affects open rate

Control subject line: "Make this bold statement"; open rate, 16.9%.

Test subject line: "Checking In"; open rate, 33.6%.

That's nearly 100% increase in opens.

Test #3: Nix the video

How having a text based donation page and email vs video affects donor conversion rate

In the digital world, it's all about the power of video, right?

Maybe not. Look at this test:

Control landing page led with a 3-minute video that made the case for a donation. Conversion rate: 0.65% conversation

Test landing page: Text based (basically the same message as the video. Conversion rate: 4.1%.

That's a 527.54% improvement.

What does all this tell us?

Something like this: Keep your fundraising emails simple, uncluttered, and personal. Make them feel like they're from a person, not an organization.

5 things plain-text email does a better job of raising funds

The first few times I saw this, it shocked me: Extra-plain, low-design emails seem to do better than others. The plainer, the better.

It seems wrong that in a medium that easily and routinely includes visuals, sound, video, and all kinds of interactivity ... a message that basically looks like a piece of paper pulled out of a typewriter is an effective way to move people to action.

But it's reliably true. Plain text emails are often the best way to raise money.

Nonprofit Fundraising shows why at 5 Reasons to Send a Plain Text Email:

1. They’re More Personal. The emails you get from real people that you know are like that. When you take advantage of all the cool things that are possible in email, it looks increasingly like it's not from a human. That, okay to ignore!
   
2. They’re Less Likely to Be Marked as Spam. Some spam filters flag HTML-rich emails as spam. When that happens, your message doesn't get through, no matter how wonderful it might be. And being flagged as spam increases the likelihood that future emails will also be flagged as spam.
   
3. They Take Less Time to Load. Your donors might not have the fast and reliable connection that you have. When people have to wait for something to download, they become more likely by the microsecond to give up and move on.
   
4. They are Easier to Forward. Complex formatting can turn into alphabet soup if someone tries to forward it. Say good-bye to the possibility of peer-to-peer fundraising!
   
5. They’re More Likely to Be Read. The richness of our digital world makes less-rich things stand out.
   

Plain text isn't the only way to do fundraising emails. But it's possibly the best bet in a lot of situations.

20 ways to make your donation page a lot more effective

A lot of online donations don't happen because donation pages get in the way of the donor's intention to give.

Here's a super-helpful post that can keep that from happening to your donors, from the Bloomerang Blog, at 20 Best Practices to Optimize Your Nonprofit Donation Page:

1. Choose the right online fundraising platform. Make sure your platform can do what you need to keep donors on track! This is a combination of user interface and back-end tech that really needs to be good.
   
2. Include a compelling reason to give. The page needs to remind the person who has landed there why they are there.
   
3. Describe how donations make an impact. Connect donation amounts with specific activities.
   
4. Brand the donation page to your organization. A page that looks like it's part of some other website will lose donors fast!
   
5. Only ask for necessary information. Sure, you'd love to get their phone number and 17 pieces of demographic information -- but asking for those things will cause donors to abandon. Only as for what you really need to have.
   
6. Make your donation form mobile responsive. If your donation page doesn't work on a phone, it doesn't work!
   
7. Make your donation page accessible. Be respectful of all donors by making sure it conforms to Web Content Accessibility Guidelines (WCAG).
   
8. Consider making your giving form a multi-step process. Rather than have one huge page for the entire transaction, consider breaking it up into a few smaller steps.
   
9. Offer suggested giving amounts. Donors are looking for guidelines on what they should give.
   
10. Enable recurring donations. Make it easy for donors to give monthly. Their value skyrockets when they do that.
    
11. Spotlight matching gifts. Make it easy for donors to apply employer matches if they have them.
    
12. Offer multiple payment options. You may be able to encourage a larger donation by making it easy to break it up into more than one payment.
    
13. Embed your giving page into your website. Don't make people leave your site to give. Many won't do it.
    
14. Use a secure payment processor.
    
15. Provide information about donor portals. On your donation confirmation page or follow-up email, show donors how to set up a giving account and describe the benefits of doing so.
    
16. Ask supporters how they heard about your organization. But make it "optional."
    
17. Optimize your donation confirmation page. Make sure it has a human-sounding thank-you, along with social sharing buttons and other ways to get involved.
    
18. Use your donation page to collect donor information.
    
19. Promote your donation page on all online platforms. It's the page you really want people to visit. Include links in social media posts, email footers, and any other place you can think of. In print, include a QR code that leads to that page.
    
20. Encourage supporters to share your giving page. Make it easy for donors to share their connection with you with their own network.,
    

The post is packed with specifics and examples. Don't miss it. It could have an important impact on your fundraising!

Here's an amazing solution for languishing nonprofit e-newsletters

It's been a puzzle ever since email became a viable way to communicate with donors: There's something wrong with e-newsletters.

Usually the lowest open rates of email types. All the other numbers low too.

Which is odd, because print newsletters do very, very well for most who do them right -- that is, make them relevant to their donors.

But, in my experience, when you port them over to email -- and I've tried every which way of doing it -- the magic is gone!

But here's a possible solution, from the Better Fundraising Blog, at How to Increase Your Email Open Rate by 58%.

Yes, you read that right: A different way to handle email newsletters that has boosted open rate from 24% to 38%.

It's called an "e-story," and the main difference from an newsletter is that it tells one “before and after” story. No formatting, no header image, no photo, no links to social. It's a message from your ED or president that looks like she typed it herself.

Here’s the outline for an e-story:

• Warm, personal greeting
  
• Directly tell the donor that you are going to tell them a story that’s a good example of how their gift made a difference
  
• Tell a “before and after” story from your organization’s work
  
• Reaffirm to the donor that they helped make that ‘before and after’ happen
  
• Let the donor know that they can give again if they’d like to
  
• Thank the donor for their generosity
  

The results, at least for the organization that has done it: Much higher open rate, leading to higher response rate -- that is, a lot more revenue. Response rate leads to stronger retention, so over the course of a year of sending them, you are likely to see an uptick in that critical measurement.

Try it. See if it works for you.

(And if you're already measurably succeeding with your email newsletter, let me know. You might have found another solution to the strange puzzle of e-newsletters.)

5 signs you're telling your donors to go away

A large majority of first-time donors will never give a second time. You went to all that trouble and expense to bring them on board -- for nothing.

This is one of the central forms of disfunction in fundraising. It's a factor we should constantly work on.

Here's a post from Wired Impact focusing on things that often go wrong when donors give on line, at Why Donors Stop Giving: 5 Red Flags in Your Post-Donation Process:

1. Your donation experience is purely transactional. Treat each donation as a relational exchange, not just a monetary transaction. Don't just tell them their donation is completed -- thank them. Immediately. With heart. Often.
   
2. There’s a lack of immediate donation follow-up. There should be an immediate thank-you page for online donations. And a thank you email right away. And a paper acknowledgement sent within 24 hours. And a phone call. Many donors are hesitant to give because they think their donation is unimportant. Don't let that feeling fester!
   
3. Donors don’t receive updated reporting on the outcomes. Do they know that their donation actually makes a difference? They don't unless you tell them!
   
4. They don’t get plugged into the donor (and larger) community. Let them know they've joined a community -- even a family -- by giving.
   
5. Donors develop privacy concerns about their personal information. Treat their information as the precious treasure it is.
   

An easy email welcome series that will help you keep your donors

The quickest way to lose a new donor is to go silent on them after they give. The best way to cement the new relationship is to have a plan for what follows a donation.

Here's an easy 5-part email welcome series for online donors, from the Impact Communications Blog, at Don’t Follow Donations with Silence:

1. 0-24 hours after gift: Simple message of gratitude.
   
2. 1-3 days after gift: First-person story about the impact of the donation.
   
3. 1 week after gift: Ask the donor to take another action, such as complete a survey, sign a petition, attend an event, or share on social media.
   
4. 2 weeks after gift: another first-person story.
   
5. 3-4 weeks after gift: ask the donor to become a monthly donor.
   

You're lucky if you retain 50% of your donors year-to-year (and retention of first-time donors is under 20%). A ready-to-go series is one of the best ways to improve those numbers.

11 ways to get more online donations

"Conversion" is digital-marketing-speak for "getting people to take the action you want them to take." Commercial sales people think about this all the time. So should we.

The Hubspot Marketing Blog has some great hints at 11 Conversion Copywriting Tips that Grew Our Revenue by 240%:

1. Write like a boss. That is, with confidence. Directly and clearly state what you want people to do. Donate now. Not Maybe now would be a good time to think about donating, if you can.
   
2. Remove the phrase "check out" from your vocabulary. Ouch. I used that phrase a couple of weeks ago. Instead of this passive, non-directive approach, use action verbs and communicate why they'd want to do it.
   
3. Don't bury the lede. Get to the point.
   
4. Use negative calls-to-action instead of positive ones. Loss avoidance can be a stronger approach. Try Don't miss this chance instead of Take action now.
   
5. Leverage "why" and "because." Both are words that tell readers this is a decision point.
   
6. Use the royal we/you. Make sure "we" clearly includes the reader!
   
7. Read what you write out loud. It might look fine visually, but sometimes you've created something awkward or confusing. Reading aloud calls it out for you.
   
8. Write with your eyeballs. Make sure the writing looks good too: easy, inviting, digestible. That means short paragraphs, emphasis (bold, italic, underlines), subheads, and more.
   
9. Do unto others. Really get into your reader's head and think about what they want. Write to them, not yourself.
   
10. Write with a clear objective. Start with your call-to-action first. Then you have a target that makes your writing more clear and compelling.
    
11. Dog-food your own marketing. Encourage insiders to share material.