The Future of Online Fundraising What’s Now…What’s Next? Matt Frazier, Founder and CEO, Pursuant

1. The Future of Online FundraisingWhat’s Now…What’s Next? Matt Frazier, Founder and CEO, Pursuant

2. Online Fundraising is NOTabout technology!

3. The Harvard Initiative on Social Enterpriseestimates that up to 30% of all donationswill 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 they’re 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 wellWhen given multiple options, people tend to choose none. Be audience specific Use segmented language Segmented narrators Segmented giving amounts

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

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

35. Rhodes College

37. Rhodes College

38. PURL Strategy

39. PURL Strategy

40. PURL Strategy

41. PURL Strategy

42. Results: what should you expect?

44. Major and Planned Giving

45. 1250 EMAIL ANIMATED CAMPAIGN STORY 1250 50 500 15 CD-ROM 2500 OPEN START FINISH SURVEY

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

47. 100K 50K 40K 20K 12K 8K 4K 20K A B C D

48. Behavioral Data Consumer Data Wealth Data

49. Questions