Nonprofit internet strategies phần 7

202 SPECIAL EVENTS AND SPONSORSHIPS EXHIBIT 15.3 WWF Canada Personalization Form As the following e-mail analysis shows, participants opened the e-mail at a very high rate: 78 percent. Thank You E-mail Analysis Recipients Recipients who opened e-mail Recipients who clicked any link Click-throughs Recipients who replied to e-mail Recipients who unsubscribed Total % of Total Received 1212 N/A 942 78% 39 3% 51 4% 4 0% 1 0% A month later, the president sent another personalized e-mail, this time giving participants a sense of the impact that their fundraising was having on wildlife (see Exhibit 15.9). Power of the Few 203 EXHIBIT 15.4 EXHIBIT 15.5 Sponsor Acquisition Form Donor E-Receipt 204 4500 4000 3500 SPECIAL EVENTS AND SPONSORSHIPS 2003 Online Registrants 2003 Total Registrants 2002 Offline Registrants 3000 2500 2000 1500 1000 500 0 8 7 6 5 4 3 2 1 event Weeks Prior to Event EXHIBIT 15.6 Registrants by Week Although the open rates were less for this e-mail (67 percent), it still demonstrated that the vast majority of participants would open e-mail from this organization: a privilege WWF Canada is careful not to overuse. Impact E-mail Analysis Recipients Recipients who opened e-mail Recipients who clicked any link Click-throughs Recipients who replied to e-mail Recipients who unsubscribed Total % of Total Received 1192 N/A 803 67% 129 11% 211 18% 1 0% 5 0% DEFINING THE DIGITAL DONOR ELITE The story of Janet and her thirtieth birthday is exceptional, but it isn’t unique. All around the world, the Internet is amplifying the impact that passionate people can have on a fundraising campaign. When we looked at our data we found many examples of the digital donor elite: One volunteer raised $9,010 from 139 donations. Another volunteer raised $15,059 from 98 donations. Still another raised $25,974 from 944 e-mails. Defining the Digital Donor Elite 205 EXHIBIT 15.7 Online Measurement Tool Clearly these are exceptional individuals who have passion for their causes. The online tools allowed them to share their passion in numbers and geographies that otherwise would have been unthinkable with paper pledge forms. When we studied online campaigns we found that the aggregate data told a strik-ing story: on average, the top 10 percent of online fundraisers accounted for more than 50 percent of all online dollars collected. When we shared these statistics with experienced offline fundraisers, the reaction we received was “Of course—we’ve known for a long time that it only takes a small percentage of people to account for most of our fundraising.” But this message hasn’t played a central role in online fundraising discussions. Too often, we find organizations with no plan, or insufficient plans, to follow up and communicate with this digital donor elite in a way that could be distinguished from plans for their general online donors. Think of how your organization would steward someone who wrote a check for $25,000. How about someone who e-mailed friends, family, and colleagues to col-lectively raise $25,000 online? 206 SPECIAL EVENTS AND SPONSORSHIPS EXHIBIT 15.8 Personalized Thank You PEOPLE GIVE TO PEOPLE High Tech and High Touch For years we’ve heard how the Internet will radically change the operations of non-profit organizations in the future. But bear in mind that high tech without high touch won’t go very far. ... - tailieumienphi.vn