Getting the Most Out of Your Year-End Campaign Why Does Digital Matter at Year-End?
• 64% of nonprofits raise 11-50% of total revenue at year-end • Online revenue grew 23% in 2017; after a 15% growth in 2016 • Email revenue increased by 24% in 2017 and accounted for 28% of all online giving.
M&R Benchmarks 2018 Nonprofit Hub, Year-End Fundraising by the Numbers Disruption / Distraction
• Open rates for fundraising and advocacy emails shrank by 1%. • Fundraising email click-through rates went down 6% (to 0.42%). • Page completion rates were down 6% for fundraising messages (to 17%) and 4% for advocacy messages (to 76%). • 1.1% of visitors to a nonprofit website completed a donation. • 1% of website visitors joined an email list
M&R Benchmarks 2018 Disruption / Distraction
MailChimp: Email Volume Holiday 2014
#GivingTuesday So… what does that mean for this year? Start early… #GivingTuesday Email
M&R: 2015 End-of-Year Online Fundraising Roundup
M&R: 2015 End-of-Year Online Fundraising Roundup CPR Year-End News Poll Supporting Channels
M&R: 2015 End-of-Year Online Fundraising Roundup Facebook Search
Display Supporting Channels Pop-ups/lightboxes Homepage sliders GBBS YouTube
Viewable Display impr. Display lost IS Ad group impr. Cost share (rank) GBBS Passport Test - GBBS Target - YouTube - Keywords 428 1.09 94.37% 5.63% GBBS Passport Test - GBBS Target - YouTube - YT Channel & Videos 3,517 9.04 90.82% 9.18% GBBS Passport Test - GBBS Target - YouTube - Topic Targeting 43 0.12 87.50% 12.50% GBBS Passport Test - GBBS Target - YouTube - Demo Targeting 745 1.63 94.50% 5.50% Total 4,733 11.89 91.71% 8.29% YT Channels & Videos – Mary The Great British Bake Off Berry - Topic The Great Irish Bake Off GBBS YouTube Jamie Oliver Season 3 The Great British BBQ Off PBS Lidia Bastianich Bon Appétit Keywords – Topic Targeting – Cooking BBC Good Food youtube.com GBBS Fats & Oils Create TV The Splendid Table Keywords BBQ & Grilling New Scandinavian Cooking Pati's Mexican Table Only Healthy Eating with Andreas Viestad First We Feast Soups & Stews Binging with Babish Joy of Baking Demo Cooking & Recipes Food Network UK Eater Targeting – Food & Drink WGBHFood Mashed AGE: 25+, Cuisines Tasty Goodful Optimized to Food Everyday Italian Pati Jinich 45+ Desserts MyCupcakeAddiction Paul Hollywood - Topic GENDER: Culinary Training House Beautiful Mary Berry the Cook Women and Salads GreatChefs New Scandinavian Cooking Unknown PBS Food season five preview Food Network The Great Irish Bake Off Season 2 GBBS YouTube Jamestown YouTube Test
Ad group report March 27, 2018 - April 3, 2018 Display Display Display lost IS impr. lost IS Ad group Clicks Impr. CTR Avg. CPC Cost (budget) share (rank) YouTube Pilot March 2018 - Jamestown - Poldark 4 718 0.56% $0.27 $1.07 19.96% 77.18% 2.85% YouTube Pilot March 2018 - Jamestown - Outlander 855 181,827 0.47% $0.51 $436.22 29.39% 68.39% 2.21% YouTube Pilot March 2018 - Jamestown - Downton Abbey 97 24,054 0.40% $0.44 $42.22 12.37% 83.18% 4.45% YouTube Pilot March 2018 - Jamestown - Victoria 102 33,522 0.30% $0.46 $47.11 19.06% 78.03% 2.91% YouTube Pilot March 2018 - Jamestown - Great British Baking Show 146 69,025 0.21% $0.52 $75.45 17.43% 80.16% 2.41% Total 1,204 309,146 0.39% $0.50 $602.07 24.83% 72.70% 2.47% Jamestown YouTube Test