Hopefully by now your plans for End-of-Year online fundraising are wrapping up. We recently held some webinars where we discussed some tips for campaign planning and execution. To summarize from the webinars, here’s a checklist for campaign planning:

  • You developed a creative theme and the artwork and messaging to match
  • You followed a strategic plan for timing your email sends
  • You segmented your list so that each of your audiences received content that is relevant to their affiliation with your organization
  • You set up your donation form with suggested giving levels and descriptions
  • You created a presence for your campaign on your website, specifically, on your homepage

Okay, so maybe you skipped a step or two in the holiday rush, or maybe you’re not so sure about some of the planning you’ve done. The good news is that you have plenty of time to fix it for next year.

Once your campaign is out the door, it’s time to start checking your metrics to see how you measure up.

Here’s a checklist for metrics:

  • Open Rate – median open rate for an email is 15%. Not there? Evaluate your Subject Line
  • Click Through Rate – median click through rate for an email is 0.61%. Not there? Evaluate your Calls-to-Action
  • Conversion Rate – median conversion rate for an email is 0.05%. Not there? Evaluate your donation form
  • Average Gift – median 1st time gift is $101.62; repeat is $93.8. Not there? Evaluate your ask string or consider offering incentives

If what you’ve done for 2014 isn’t working as well as you’d hoped, Blackbaud can help you evaluate what to optimize for next year. Ask about our End-of-Year Campaign Analysis service:
Campaign Analysis Table of Contents - Methodology, Assessment Dashboard, Findings Overview, Recommendations Roadmap

ABOUT THE AUTHOR

Lacey Kruger, principal information architect for Blackbaud, works with nonprofit clients to design online properties that work. Whether a full-scale website, a campaign site or a mobile app, Lacey guides clients through a research-based and user-centered approach to design. In her 10+ years at Blackbaud, she has developed a deep understanding of nonprofit web presences. That knowledge, along with her years of experience in information design, have established her as an industry expert.

Lacey has written a Blackbaud eBook, “A Guide to the Nonprofit Web Design Process” and her article, “Designing Nonprofit Experiences: Building a UX Toolkit” was published in User Experience magazine. She has presented at industry conferences including bbcon, IA Summit and BIG Design. When she’s not working, Lacey loves to cook and also enjoys yoga, watching movies and catching alligators (really!).

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