1	Fundraising: Online and Email
2	Tonight’s Trainers
3	Objectives for this Session
4	Harnessing Emerging Habits Increasing web usage + People more comfortable giving & spending online + Emerging as an expectation
5	Online Fundraising: Strengths & Challenges Strengths Breaks down barriers Finds new donors Democratizes fundraising Challenges Over-hyped Thinking it’s easier than it is Thinking it can replace other fundraising tactics Underestimated Thinking it’s just a passing fad Thinking it’s too hard
6	Integration Where does your online strategy fit into your campaign?
7	Increasing Returns on Call Time Traditional Call Time Pledges require substantial follow-up to collect Online Enhanced Call Time Credit card contributions get money in the bank right away Saves time Improved data management
8	Increasing Returns on Events Traditional Events Resource intensive Donors must attend to contribute Online enhanced events Less resources needed for recruitment & registration Allow donors to give without attending Casts a wider net
9	Democratize Your Fundraising Turning donors into fundraisers Create personal fundraising pages Promote to their own donor circles
10	Case Study: Deval Patrick Aggressive Marketing Prominent on website Bottom of every e-mail Even included on paper mail Seed Your Fundraising Community Candidate, family, staff pages Host committee creates pages Event hosts create pages Give Community Offline Tools Training call Written tips and scripts
11	Listener Submitted Questions
12	Email Fundraising Dynamic and evolving Meant to be integrated into all aspects of a campaign Efficient and encourages broad involvement
13	Strengths & Challenges Strengths Fast way to reach supporters Low financial cost Casts a wide net Challenges Requires culture change Time consuming (to do right) Requires an “organic” donor email list
14	Return on Investment People Cost = Low Money Cost = Low Time Cost = Med
15	Writing Your Emails Sender, subject line, recipient Have a reason to write (what happened?) Set a tone: casual, active, concise Specific ask, single ask
16	Formatting Your Email Content over clutter “Above the fold” Linking liberally and consistently Landing page Sample Email Format Paragraph Paragraph Link Paragraph Link Signature PS Link
17	Sending Your Email Segmenting and targeting Timing and timeliness Frequency of communication Don’t hit send on an uninteresting or non-urgent email!
18	Building an Online Community Grow your email membership Develop an engaged and active community Target your message Write when you have something to say; speak from the heart.
19	Listener Submitted Questions
20	Homework Write DFA’s fundraising email. Email it to: training@democracyforamerica.com We’ll choose the best one and send it out later this week.
21	Check Your Inbox
22	DFA Training Academy