npENGAGE » Interactive Nonprofit thought-leadership and trends Thu, 02 May 2013 17:24:44 +0000 en-US hourly 1 10 Ways Nonprofits Can Send Mobile-Friendlier Email Mon, 15 Apr 2013 12:32:44 +0000 Mike Snusz Does your nonprofit send mobile-friendly email? You’ve likely heard about the importance of being mobile-friendly to engage constituents. Maybe even that:

But if you’re not yet sending responsive design emails, what can you do right now to be mobile-friendly?

Here are 10 ways your nonprofit can immediately improve the mobile email experience:

  1. Decrease your email’s width

    iPhones resize your email to fit within its screen. So the wider the email is, the smaller the text will become (and the harder to read). Shrinking your email even from 600px to 500px width can make text easier to read:
    Nonprofit mobile email 600px 10 Ways Nonprofits Can Send Mobile Friendlier Email     Nonprofit mobile email 500px1 10 Ways Nonprofits Can Send Mobile Friendlier Email

    Conversely, Android phones often cutoff the right part of your email, depending on the width. Readers have to scroll horizontally to read your message. So, a narrower width means less distance your constituents have to scroll back-and-forth.

  2. Include better photos

    Photos can immediately engage your constituents. The good news for nonprofits is that iPhones and iPads automatically download images by default (unlike most other email clients). So as mobile usage increases, your photos have a better chance of being seen. Make the most of them.

  3. Keep emails under 102KB

    Gmail only displays the first 102KB of your message. Some of your content and links, including (gulp) your opt-out link, might not be displayed if it’s over that size.
    Nonprofit mobile email keep under 102KB 10 Ways Nonprofits Can Send Mobile Friendlier Email

  4. Shorten your subject lines

    Shorter subject lines are mobile-friendly for a couple reasons. First, recipients will see less of your subject line in the mobile inbox, so engage them in fewer words. Second, the longer your subject line, the more your message may be pushed down. See how the first example shows more of the initial message than the second one?
    Nonprofit mobile email short subject line 10 Ways Nonprofits Can Send Mobile Friendlier Email       Nonprofit mobile email long subject line 10 Ways Nonprofits Can Send Mobile Friendlier Email

  5. Use preheaders to complement your subject line

    Mobile inboxes have a third component: The preheader. Appearing underneath your subject line, preheaders should help persuade constituents to move to the next step, opening your email. Offering a web-based version of your email is a good idea. But it shouldn’t be mentioned in your preheader (first example below). See how the second example uses the preheader to tell us more about Eli?
    Nonprofit mobile email preheader 2 10 Ways Nonprofits Can Send Mobile Friendlier Email      Nonprofit mobile email preheader 10 Ways Nonprofits Can Send Mobile Friendlier Email

  6. Keep paragraphs to 1-2 sentences

    You’ve heard many people just skim emails. So imagine how inviting longer paragraphs look when they’re even tougher to read on a mobile device. Keep your paragraphs to 1-2 sentences, like this email:
    Nonprofit mobile email keep paragraphs short 10 Ways Nonprofits Can Send Mobile Friendlier Email

  7. Reduce content

    Now is a great time to revisit how much content you actually include in email. Less content is visible on mobile devices, which means more scrolling. Consider scaling back.

  8. Increase text size

    Many nonprofits use 12px font size or smaller in their emails. Consider bumping it up to 13-14px. There’s only so much pinching and horizontal scrolling constituents can take.

  9. Give links room to breathe

    Imagine your thumb trying to click on a link in the below email. Chances are you’ll click on the wrong one.
    Nonprofit mobile email give links room 10 Ways Nonprofits Can Send Mobile Friendlier Email

  10. Understand what your emails look like

    Rather than running around the office and grabbing phones to see how your emails render, use a service like or For a small monthly fee, you can preview your email on most devices and email clients.

What mobile email tips do you have to share?

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#13NTC Session: Does Social Media Make Cents? An Expert Panel in Social Media Fundraising Sat, 13 Apr 2013 12:00:48 +0000 Frank Barry #13NTCcents

That’s the hashtag we’ll be using when I start talking about the impact of social media on fundraising with John Haydon, Farra Trompeter from BigDuck, Carie Lewis from HSUS and Casey Golden from SmallAct at #13NTC.

If you’re at The 2013 Nonprofit Technology Conference we’d love for you to join us >

It’s going to be a great time!

If you can’t join us you can follow along on the #13NTCcents hashtag. Ask questions, live tweet, chime in with your answers, etc. The most engaging person on twitter will win a bound copy of our new npEXPERTS fundraising and marketing eBook. Folks attending live might walk away with a nice little takeaway as well. icon smile #13NTC Session: Does Social Media Make Cents? An Expert Panel in Social Media Fundraising

During the 1.5 hr session we’ll get into …

  1. How have you seen social media evolve over the past few years? What about in fundraising?
  2. Does social media work as a direct response fundraising channel? Why, why not?
  3. Based on research we’ve done it doesn’t look like many nonprofits are raising significant amounts of money (i.e. >$10k) using social media. Have you seen otherwise? Do you have examples of nonprofits doing exceptionally well using social to raise money?
  4. What about staffing your social media efforts? Based on the research we’ve done roughly 73% allocate 1/2 FTE to managing social networking activities. Is that enough? What have you seen work well?
  5. What about budgeting for your social media efforts? Based on the research roughly 43% of nonprofits budget $0 for their social networking activities. Can you really expect using social media to pay off in fundraising if you don’t invest in it?
  6. Is “dollars raised” the right metric for social fundraising? If not, what is?
  7. How is social data or intelligence making your organization, or those you work with better at fundraising?
  8. How can social augment an existing fundraising campaign?
  9. How can I use social as an acquisition tool for fundraising campaigns? What about retention? Do you have any success stories?
  10. What can nonprofits learn from the business world?

13NTC #13NTC Session: Does Social Media Make Cents? An Expert Panel in Social Media Fundraising

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Live from NTC! A Sneak Peak at the 2013 Online Benchmark Report Fri, 12 Apr 2013 17:32:36 +0000 Chas Offutt Dennis McCarthy and I had the pleasure of presenting Online Benchmarking: What Worked in 2012 at the Nonprofit Technology Conference in Minneapolis, MN. Though the full report is not out, we shared the key findings to those who attended in person and online.

Blackbaud maintains the Blackbaud Index as well as recently published the Charitable Giving Report and the P2P Benchmark Report to provide nonprofits with the necessary insight to gauge performance, but we’re not alone. NTEN and M&R also released their report, the 2013 eNonprofit Benchmarks Study.

Given the breadth of the data points, you may ask yourself what should I read? Well, we’d hope all of them. A benchmark study is a tool, and like any tool, it depends on how it’s used. The reports alone does not tell us if a program is successful, but identify the trends which are used to inform the health of our online program relative to peers and ensure our approach is on the path toward success.

The 2013 Blackbaud Online Benchmark Report (formerly The Convio Online Benchmark Report) is in its seventh year started by Convio’s Founder, Vinay Bhaghat. The report covers 17 self reported NTEE verticals plus Canada, Teams, and National Non Profits. What’s new this year are email tiers, revenue tiers, and the years your organization has been engaged online. We also require that organizations be on the Luminate platform for three years to minimize distortion.

The key factoids of the 2013 Blackbaud Online Benchmark Report include –

  • Approximately 500 non profits and their affiliates
  • 16.8 million donations
  • 4.2 billion emails sent
  • $1.12 billion in revenue

We plan to follow up with additional posts that include analysis (stay tuned!), but the key findings presented at the Nonprofit Technology Conference include:

Despite double digit decline in website traffic and minimal change in website conversion rates, email files grew 12.45%.

Email Traffic 742x364 Live from NTC! A Sneak Peak at the 2013 Online Benchmark Report

Fundraising continues double digit growth as sustainers and repeat donors grew 27% and 20%, respectively.

Fundraising 742x385 Live from NTC! A Sneak Peak at the 2013 Online Benchmark Report

Email opens sees minimal change from previous year, but double digit decline in CTRs. Response rates for appeals also declined 18.7%.

Email Performance 742x364 Live from NTC! A Sneak Peak at the 2013 Online Benchmark Report

The number of advocates grew, but not at rate of total housefile growth. All verticals saw positive growth in number of advocates who give.

Advocates AdvocatesWhoDonate 742x338 Live from NTC! A Sneak Peak at the 2013 Online Benchmark Report

Helpful resources include –


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It Slices, It Dices … It’s Google Analytics Advanced Segments! Thu, 11 Apr 2013 16:02:03 +0000 Alissa Ruehl This post is part of an ongoing series about getting the most out of Google Analytics. If you’d like to start with the basics, read Intro to Google Analytics or Understanding your Audience through Analytics. Or, check out all of My Posts on Google Analytics.

Don’t be dismayed by the naming, Google Analytics advanced segments are really easy to use! They’re a simple way to segment your data and get more out of the reports you already use. A lot of people miss that they’re there (or think that Advanced means that they’re only for advanced users). Take a look at a few examples and you’ll see how easy and powerful this feature is.

On most reports in Google Analytics, you’ll see a button for Advanced Segments right under the title of the report. Just click that button and you’ll see a list of check boxes.

4 10 2013 4 57 46 PM It Slices, It Dices ... Its Google Analytics Advanced Segments!

These are segments that Google Analytics gives you by default that can be applied to different reports. For example, you can take a chart of average visit duration and segment it into New Visitors and Returning Visitors, and  see an interesting comparison on the engagement of your repeat traffic versus new traffic.

4 10 2013 5 09 12 PM 742x342 It Slices, It Dices ... Its Google Analytics Advanced Segments!

Or if you’re looking at page load times, you can segment them into all visits and mobile device visits, which can be useful for mobile optimization.

4 10 2013 5 15 24 PM It Slices, It Dices ... Its Google Analytics Advanced Segments!

Another useful way to use Advanced Segments for mobile optimization is to look at your report of top content and segment into mobile traffic versus all traffic. You might see some pages have a much higher bounce rate for mobile devices than users on a full computer. Maybe those pages need some tweaks to make the experience better for mobile visitors.


4 10 2013 5 19 14 PM 742x128 It Slices, It Dices ... Its Google Analytics Advanced Segments!


The Advanced Segments that are there for you by default are:

  • All visits
  • New visitors
  • Returning visitors
  • Paid search traffic
  • Non-paid search traffic
  • Search traffic
  • Direct traffic
  • Referral traffic
  • Visits with conversions
  • Visits with transactions
  • Mobile traffic
  • Tablet traffic
  • Non-bounce visits

You can use up to 4 segments at once. The combinations are endless, but it doesn’t take any more effort than clicking a check box on and off. So, step out of your box and see how you can use advanced segments on one of your favorite reports.

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Fundraising Ideas to Reverse the Trend of Declining Email Response Rates Fri, 05 Apr 2013 11:50:09 +0000 Mike Snusz The much-anticipated 2013 eNonprofit Benchmark study was released last week. It contains online fundraising, advocacy, email, social, and mobile results from 55 U.S.-based national nonprofits in 2012. Nonprofits often use this study to benchmark their own online activities and fundraising ideas.

One of the eye-catching findings from the study was the steep decline in the performance of fundraising emails in 2012. Fundraising email click-through rates dropped 27 percent and response rates were down 21 percent from 2011.

This follows a recent trend that email click-through rates have declined across all industries. Epsilon and The Email Institute’s Q3 2012 report indicated overall click-through rates have fallen from 5.5 percent to 4.5 percent over the past year.

What’s to blame? For certain nonprofit sectors, the eNonprofit study cites real world activities as a possible cause. I’ll speculate a poor mobile experience might also be partially to blame.

The study advises that “addressing email engagement should be a top priority for anyone involved in raising money and driving advocacy online in 2013.”

With that in mind, here are eight popular npENGAGE posts to help improve email engagement and fundraising email results:

  1. One Email Tactic Nonprofits Need to Steal From Brand Marketers – Discusses the most effective way to increase email relevancy and 10 types of these campaigns.
  2. Why the Rise of Mobile Email Might Hurt Nonprofits – Why mobile click-through rates are lacking, what this means for nonprofits and how nonprofits can improve their mobile email experience.
  3. Keeping Your Email Simple (and Mobile-Friendly too!) – Tips for sending more mobile-friendly email messages.
  4. Increase Your Email Revenue by 20% on December 31st – Interesting review of how testing your year-end email timing and frequency led to a bump in year-end fundraising. Make sure to check out these email fundraising ideas.
  5. It’s Not Too Late! Make Your Year-end Communication Plan Impactful – Analyzed the impact of sending additional year-end emails and five things to consider before doing so. Email fundraising ideas you can’t miss.
  6. The Obama Way to Getting More Results From Email Marketing – An analysis of the Obama campaign’s email messaging and seven ways to get more from email. The Obama team has some incredible email fundraising ideas.
  7. 5 Follow-up Email Techniques from Top Nonprofits – Five effective and efficient approaches for sending follow-up messages within an email campaign.
  8. Nonprofit Email Design: 20 Tips for More Effective Emails – Design and styling tips for creating email messages, including more consistent rendering across email clients.

It’s worth noting that the eNonprofit study did find email click-through rates varied significantly by nonprofit sectors.

Rights and International organizations experienced the sharpest drops, which the study’s authors speculated could be a result of real world activities, like the 2012 election and lack of a major international crisis covered in the media. Wildlife/Animal Welfare and Health organizations had lower click-through declines, while Environmental Groups saw an increase.


ps. Make sure to check out npEXPERTS: Fundraising Ideas and Marketing Tips from the Pros (#npEXPERTS). It’s a 46-page free e-book collaboratively written by a cross-section of npEXPERTS in fundraising, marketing and communications, social media, mobile technology, digital advertising, and more.


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Don’t be Fooled by Message Open and Click-Through Rates Tue, 02 Apr 2013 13:46:53 +0000 Chas Offutt This post was written in collaboration with Bryan Snyder, Senior Marketing Analyst for Blackbaud.

It’s an easy trap to fall into, and I can’t help to think we share the blame. The conversation around email performance is wrong: open and click-through rates alone do not show constituent engagement.

In a couple of weeks, the 2013 Blackbaud Online Marketing Benchmark Study will be released (previously the Convio Online Marketing Benchmark Study). To say this is a highly anticipated, monumental report would be an understatement. The annual report informs how organizations measure impact relative to their peers. To the strategic services team, it’s our bible.

However, the benchmark study is a tool, and like any tool, it depends on how it’s used. The industry report identifies the trends (see the Blackbaud Index) which are used to inform the health of your online program, not overall constituent engagement. Used properly, you’ll know if your email metrics are at industry levels; used poorly, you’ll only scratch the surface of email performance.

The benchmark trends are important because they help us ensure our approach is on the path toward success, but a more accurate measurement is the number of constituents engaged. And that’s what the conversation should be around: constituent engagement, not open and click-through rates.

For example, if I send one email to 10,000 people and 2,000 opens the email, I have an open rate of 20 percent. However, if I send three emails to 5,000 people in each group and 1,000 opens each email, I still have an email open rate of 20 percent, but additional 1,000 constituents were engaged.

You may ask, does that mean my organization should be sending more email?

Well, yes, if that means more targeted emails to constituents based on interest, behavior, and inception. Today’s email marketing environment is highly competitive and requires the message frequency to correspond to message relevancy. Meaning, I’m less likely to be annoyed with the frequency of communication than I am with the failure of the content connecting to my interests.

The San Diego Zoo’s recent email performance analysis supports this position. As the number of total monthly messages grew more than 4 times over the course of three years due to increased segmentation and adoption of audience pathways, an internal question arose:

Does an increase in the number of email messages or the increase in the number of people identified in email messages lead to lower email message performance?

To answer this question, we reviewed the performance of the unique constituents on the email file over the past year to identify the trends in total number of message opens, clicks, and unsubscribes. This included the unique number of people per month who have opened, clicked, unsubscribed, or donated to an email message to determine (1) the overall effectiveness of the multiple messages being sent and (2) if more messages allows you to communicate with more people. Findings are below.

Figure 1: Opens and open rate.

Opens 742x409 Don’t be Fooled by Message Open and Click Through Rates

Figure 2: Clicks and click rates.

Clicks 742x433 Don’t be Fooled by Message Open and Click Through Rates

Figure 3: Unsubscribes and unsubscribe rates.

Unsubcribes 742x429 Don’t be Fooled by Message Open and Click Through Rates

These findings revealed that increased messaging has not compromised email performance as the number of opens and click-throughs increased in 2012. This was important to the San Diego Zoo as it validated the organization’s continued internal collaboration to create an email strategy that focuses on an audience-centric, not organization-centric approach to communication.

In summary, don’t be fooled by the face value of open and click-through rates (the same could be said for fundraising, but more on that a little later). There is always more than what meets the eye at first glance. Email performance should not only be measured by opens and click-throughs, as these metrics inform the health of our online program relative to industry trends, but by constituent engagement.

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My Life Below the Fold Wed, 27 Mar 2013 19:20:13 +0000 Andrew Fort Sometimes I get so excited about new technology trends on the web, whether through new ways of interacting with a site or a new visual style, that when a question is asked that seems to belong in another age of design I get totally thrown off guard for a moment. Lately that exact question has been thrown my way more than once, so I felt the need to address the topic. That topic? Designing for “above the fold”.

Little history lesson – the term “above the fold” originates from newspapers, where the most attention-grabbing story would be positioned above the midline fold of the paper so it could be viewed easily from a newspaper stand. That term found its way to the web with the thought that the most prominent content of your website should be immediately available when the page loads, lest the audience navigate somewhere else.

So, how does this affect a nonprofit on the web? Is “above the fold” still critical to your online marketing and conversation rates? Lets discuss a few points that may surprise you if you feel that designing for “above the fold” is still critical to your online strategy.

People scroll

Yes, truthfully, people now scroll. They scroll without thinking about it to the point that you may not even realize you are doing it. Modern devices for interacting with the web have embraced scrolling – modern mice have either a scroll wheel or touch-based scrolling. Two-finger scrolling on laptop track-pads has become a standard feature. Your touchscreen tablet, smartphone, etc. all scroll as a natural part of interacting with the device. Scrolling has become so normal that Apple removed the scrollbar as a default interface element in OSX in 2011. It may appear when you start scrolling, but there is no visual cue to tell you to scroll. Why did they do this? Because Apple’s interface testing showed that users scrolled regardless of the presence of a visual cue.

Some of the most effective modern designs embrace scrolling

Scrolling on web designs has opened up new ways of adding interactivity to a site. Parallax scrolling allows your site to appear to have multiple visual layers that increase the depth of the imagery. Section landing pages can be replaced with themed “screens” on the home page that are accessed via a targeted link that auto-scrolls the user down to the chosen content. Most importantly, modern user testing has shown that users now scroll instinctively as a part of “scanning” the site for relevant content. Now, instead of just scanning the first screen of your site to see if anything appears relevant to the user’s search, a quick scroll to the bottom of the page is also used to scan for content that may appeal to them.

So, how does this impact your online marketing efforts?

It has been drilled into the heads of many nonprofits to offer the “reward” for visiting a site – the key call to action, visual feature, etc. – the moment the page opens. This may grab the users attention, but may make it so the rest of the content on your home page goes unnoticed. Consider offering the “reward” farther down the page, using scrolling and intelligent use of content and imagery to entice the user to scroll further. Lets look at a compelling example of this: The Acumen Fund

This site represents the exact point I was just trying to make. The Acumen Fund has made scrolling their site a visual adventure, guiding the user down through a timeline of accomplishments, all the while highlighting the ways in which they are making a difference. And where is the main “Ask”? Where do they make appeal for a user to get involved and donate? All the way at the bottom, rewarding the user for taking this trip through their home page experience that they have developed.

So what should you take away from this? Don’t feel constrained by “the fold”. Break beyond it, explore new ways to interact with your users, and craft a new experience that leaves a lasting impression with your audience.

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Online Marketing Strategy Starts With a Map Tue, 26 Mar 2013 13:32:43 +0000 Misty McLaughlin Do you ever feel like you’re approaching your digital marketing without a map?

Welcome. Settle in and stay awhile. You’re in good company.

In working for years with nonprofits, I’m consistently amazed at the considerable time, energy, and smarts that organizations throw into their online marketing – via their websites, email marketing, social outreach, and online communities – without having an integrated view of the whole landscape in which their messages are moving.

Enter a little tool I call the Digital Roadmap.

The Digital Roadmap is your organization’s chance to get cartographic, by plotting on paper all the points of your online neighborhood. It’s an accounting of the ecosystem in which your organization presents itself, involving all of the properties, amenities, and public spaces that collectively shape public perception of your cause.

At the center of your digital roadmap is your homebase – the online location where your organization resides, the centerpiece of the neighborhood, from your vantage point. You’ll certainly have a main residence where you can be found (your primary website), which can be re-purposed as the context changes – much like your primary website gets repurposed for mobile, tablet, or desktop viewing. On your property, you might also have outbuildings, guesthouses, or community spaces that you control (in the digital world, these are your specialized properties like micro-, affiliate, advocacy, peer-to-peer, or campaign sites). You’re of course always trying to drive traffic here, to bring people into your spaces, and to lure them back again and again through the fabulous parties you host (a.k.a. your great content and campaigns).

Digital roadmap graphic1 742x338 Online Marketing Strategy Starts With a Map

A Digital Roadmap: Homebases, Embassies, and Outposts (by Misty McLaughlin and Michael Chang)


Then come your embassies – the places that your organization has a presence, but which you do not wholly own or control. In your neighborhood, this might be the coffee shop where you work sometimes, the park where your kids play, the library, the grocery store. Such public spaces are where your neighbors natively spend time, like email, social media sites, and texting. Because people already inhabit these spaces, it’s often much easier to reach them there than to get them onto your home turf (your websites). Thus embassies are often the right places to do your relationship-building and –maintaining. For many of your relationships, this might be the only place you make contact regularly.

And finally, you’ve got your outposts: the places that you neither own nor control, but where your voice might occasionally show up; where other organizations’ voices are being heard; and where people are talking about you and your cause (bulletin boards, community social events, neighborhood association meetings). This, in my experience, is the most forgotten piece of the map – the network of partner and competitor sites, the web of content-sharing relationships, the guest posts and video appearances you do – that have a significant power to affect public opinion about your organization’s work and identity. These too are a part of your neighborhood.

You may be thinking: But we know all of these places natively. Of course we’re planning for how these channels intersect. My org rocks at multi-channel campaigning! And, of course, you may be right.

But no matter how great an understanding you’ve developed, if you can’t clearly see all of the possible touchpoints within one constellation, your organization lacks a cohesive, bird’s-eye view. Long before the Web, marketers sought to understand who, how, and where public perception was shaped. The digital universe has multiplied this movement, allowing organizations to both tune in more closely and to more powerfully influence the shape of public opinion.

Once you’ve mapped your organization’s presence in the multi-channel ecosystem, you can begin to see the potential. Perhaps there’s a part of the conversation you aren’t currently influencing, but should be. Perhaps other organizations’ homebases, embassies, and outposts are informing your supporters’ perceptions of your cause, instead of you. Perhaps you have the chance to more strategically move people in, out, among, and between the various parts of your neighborhood. Like the best urban planners, digital marketers are expert at shaping the digi-verse in order to move their messages, and move their people. To curate public spaces. To promote traffic flow. To avoid sprawl. To reach people in the places they’re most comfortable. To disrupt mis-information. To build community. To change the world.

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19 Proven Fundraising Ideas from Nonprofit Experts Mon, 25 Mar 2013 20:13:20 +0000 Frank Barry If you’re looking for Fundraising Ideas you’ve come to the right place.

npEXPERTS: Fundraising Ideas and Marketing Tips from the Pros (#npEXPERTS) is a a 46-page free e-book collaboratively written by a cross-section of npEXPERTS in fundraising, marketing and communications, social media, mobile technology, digital advertising, and more.

eBookCoverImage3D 19 Proven Fundraising Ideas from Nonprofit ExpertsThe npEXPERTS e-book includes Forbes’ most influential, top bloggers, CFRE/ACFREs, animal lovers and association pros, pioneers and innovators, peer-to-peer fundraisers, and direct response agitators all in one place. But most of all, within this e-book resides the wisdom of a group of individuals who have dedicated their lives to making the world a better place by using their talents to make a real difference.

Once you download the Fundraising Ideas e-Book you’ll gain insight into:


  1. 6 Steps to a Well-Measured Social Fundraising Campaign
    by Beth Kanter, Social Media Expert and Author of Measuring the Networked Nonprofit
  2. 6 Specific Challenges Online Fundraisers Should Consider When Using Facebook
    by John Haydon, Author of Facebook Marketing for Dummies and blogger at
  3. 3 Ways to Use Social Media in Your Next Campaign
    by Amy Sample Ward, Author of Social Change Anytime Everywhere and Membership Director at NTEN
  4. Social Media and Its Relationship with Online Fundraising
    by Carie Lewis, Director of Emerging Media at HSUSA
  5. The Science of Email
    by Steve MacLaughlin, Director of Ideas Labs at Blackbaud
  6. Speak to the Inner Angel, Not the Inner Bookkeeper
    by Kivi Leroux Miller, president of
  7. Want to Raise Money Online? Don’t Forget about Email
    by Farra Trompeter, VP at Big Duck
  8. Nonprofits + Internet = People Inspiring People
    by Ted Hart, ACFRE and Host of The Nonprofit Coach on Blog Talk Radio
  9. Getting Personal with Mobile Optimization by
    Ben Wong, Director of Digital Experience at Blue Ion
  10. Mobile Fundraising
    by Jeff Patrick, President of Common Knowledge
  11. Expanding Beyond the Fundraising Event
    by Robyn Mendez, Solutions Architect at Blackbaud
  12. Think High-Tech / High-Touch to Optimize Peer-to-Peer Fundraising
    by David Hessekiel, Founder and President of the Run, Walk, Ride Fundraising Council
  13. Convert Peer-to-Peer Donors into Recurring Online Donors
    by Jono Smith, VP of Marketing at Event360
  14. Peer-to-Peer Fundraising IS a Social Medium
    by Donna Wilkins, President of Charity Dynamics
  15. Integrated Marketing: Yesterday and Today
    by Dennis McCarthy, Integrated Marketing Expert and Director of Enterprise Sales at Blackbaud
  16. Your Donors Don’t Live Only Online or Only Offline, So Why Do Your Communications?
    by Marc A. Pitman, author of the Ask Without Fear! and founder of
  17. Integrated Marketing and Online Fundraising Ideas
    by Roger M. Craver, Fundraising Pioneer and Editor-in-Chief of The Agitator
  18. Online Fundraising Ideas
    by Scott Pearl, CMO of the Association of Fundraising Professionals
  19. Improving Direct Marketing Response with Online Advertising
    by Richard Becker, President of Target Analytics
  20. Forward: The Digital World
    by Frank Barry, Director of Digital Marketing at Blackbaud


We’d love to hear your feedback on the free e-book. After you’ve had a chance to read it please come back and let us know what you learned. The npEXPERTS are eager to hear icon smile 19 Proven Fundraising Ideas from Nonprofit Experts

Grab your free copy of the npEXPERTS Fundraising Ideas e-book.

Fundraising Ideas from the Pros 19 Proven Fundraising Ideas from Nonprofit Experts

Frank Barry is a Sr. Digital Marketer at Blackbaud and blogs at npNGAGE. He digs helping nonprofits excel at digital marketing, social media and online fundraising. Follow him on Twitter @franswaa and make sure to download npEXPERTS.

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Two Surprising Ways to Broaden Your Reach Online Mon, 25 Mar 2013 13:42:55 +0000 Kelley Jarrett Online marketing can take many forms.  Email, web design, user-generated content and paid search are all ways to improve your nonprofit’s reach and increase web traffic.  What you may not have considered, however, is how you can actually impact viral sharing and improve interactive marketing on your website.

Here are two real solutions that get results.

Social Media:  Action Sharing

By now, most of you have a Facebook page and a Twitter account.  Perhaps you’ve even started to feed live posts and tweets to your organization’s homepage.  That’s certainly the first step towards social media nirvana.

What you might be missing is the chance to let your constituents and website visitors do your marketing for you.  We call this action sharing.

You have actions you want people to take on your site – donate, volunteer, write their political leader, sign up for an event, join, sign up for your eNewsletter or even inquire or apply.

So how can these already-engaged users help you spread the word and acquire new supporters?

By sharing the action they just took with their network of friends and followers!  Free (and viral) marketing instigated by you.  Genius!

The easiest option for action sharing is to create a simple hyperlink using action sharing code that allows users to tweet an action (try it out by clicking the link!)

ActionSharing 287x234 Two Surprising Ways to Broaden Your Reach Online

For a bigger impact, and as budget permits, you can work with an agency like GUIDE Creative to create a lightbox that pops up on screen once a user takes action on your site with a visual custom message. incorporated this type of visual element into their social marketing to allow a user to share their donation with their followers which significantly broadened their reach and helped them find brand new supporters they otherwise did not have access to.

Interactive Maps

How are you highlighting your nonprofit’s impact online?  One of the biggest opportunities to engage users online is to allow them to interact with your website in order to see and feel your mission’s impact.

Schools are a no brainer for Interactive Maps – Kent’s Hill School has done a beautiful job showcasing their campus through a virtual map that allows web users to scroll KentsHill 278x234 Two Surprising Ways to Broaden Your Reach Onlineover the buildings, click to see photos and virtually experience what campus life is like.

However, schools aren’t the only organizations jumping on board with this new marketing technology.  At GUIDE Creative, we’re working with an organization called Kids and Cars on a national map that highlights incidents where children have been injured around vehicles.  It’s designed to educate the public and show the impact their awareness campaigns have on reducing the number of vehicle-related injuries to children in the United States.  Food Banks are another type of organization beginning to utilize maps – to show meals served in the community and the volume of people they’ve helped with the support they receive.

I’d love to hear how you’ve incorporated these ideas into your online marketing strategy!  Please share!

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