Guest Post: The Big Bang — How to get the most from your fundraising efforts

The Big Bang -- How to get the most from

We’ve all heard it: having optimized assets matters. But how much does it really matter? In my experience, it matters, a lot. If your communications aren’t creatively using cutting-edge trends, you are missing opportunities to engage with your audience, to make them care, to have a bigger impact.

It was a big priority for me to redesign and optimize the fundraising communications at Humane Society International, so once we found an amazingly creative consulting team to help make my dreams a reality and got the budget approved, we dove right in. Over a period of six weeks working hand-in-hand together, we redesigned everything: email templates, advocacy alerts and our donation pages. We even redesigned a major online fundraising platform for symbolic giving – and we obtained big results.

We spent a lot of time strategizing. We wanted to make it easy for people to give or take action. We strategically planned appeals based upon response – I spent a lot of time creating detailed reports so I could study our file and learn what was and wasn’t working. We integrated across channels online and used consistent campaign branding – from social to email to web. We made our assets fun and interactive; we even ‘gamified’ a donation form using Javascript. I searched international giving trends weekly so I could stay up-to-date. We wanted to give our constituents a voice by making donor care access easy on every page. We wanted to offer as many options as possible for payment and currency. And we weren’t afraid to fail or to take a risk.

Here’s what the outcome was: over one year…

  • Revenue from mobile devices doubled.
  • Conversion rates doubled.
  • Online fundraising increased by 76% (while email file size increased by 12%).
  • The number of monthly donors grew by 80%
  • The number of monthly gifts increased by 51%
  • The average number of gifts increased by 131%
  • The number of gifts per month increased by 129%

In one year. Can you image the lost potential and income if we hadn’t done this? It was well worth time time and energy spent coming up with a cohesive marketing plan.

Have I convinced you how important this is yet? No? Then register for my webinar (details below)!!! If I haven’t convinced you yet, let me try to change your mind.

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WEBINAR — The Big Bang: How to get the most from your fundraising efforts

In this session, you will learn tips on how to raise the most money and maximize your impact through your online communications efforts – from optimizing online assets to creating engaging online platforms.

Register today!

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Written by Elise Ledsinger

 

Elise Ledsinger_headshot

 

Elise Ledsinger is the Senior Manager of Online Marketing Communications for Humane Society International, the international arm of The Humane Society of the United States, and is based in Washington, DC. Click here to read Elise’s full bio.

Connect with Elise via:
Twitter | Email

 

**SPONSORED POST** Email maeve@whatgivesphilanthropy.com for more information about advertising on www.whatgivesphilanthropy.com.

 

 

 

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