Brady Campaign eRaiser

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Brady Campaign eRaiser
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Agenda

• eRaiser goals
• Early eRaisers
• Inauguration Day eRaiser
• What does it take?
• What we learned
• Whats next

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Summer 2004 eRaisers

• Save and Reinstate the Assault Weapons Ban
• Join Sarah Bradys team
• Tested small groups from two segments of email
  list
• Used variants
• 7,680 raised by participants and donors
• What we learned
• Technical support was time intensive
• Deadline is key
• Simpler is better

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Summer 2004 eRaiser Pages
Greeting Page
Sample Participant Page
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Inauguration Day Email

• Send a message to President Bush on Inauguration
  Day
• Fundraising mid-December through January 20th
• Offer to collect a message to send to the
  President with each donation
• Post select messages on web site and in email
  communications
• Deliver all messages to the President
• Invitations December 17th, January 3rd, 7th, and
  18th.
• Wrap up email February 1st
• Survey email to participants February 9th

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Campaign
Options for Participant Support Participant Donate
Example Page Available
Sample Message from other donors
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Sample Participant Pages
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Donor Experience
Options for small donations for donors supporting
friends cause
Opportunity to enter a message to the President
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Results

• 11,860 raised by participants and donors
• Online tools key to participant success
• 90 Participants using online tools raised an
  average of 122.78
• 124 Participants not using online tools raised an
  average of 6.53
• Donations are typically made in support of the
  solicitor rather than the organization
• Lower average donations
• Average donation 42.97
• Average for earlier eRaisers 42.78
• Overall online fundraising campaign average
  68.08
• Higher percent of anonymous donors
• 15 Anonymous donors
• 13 Anonymous to earlier eRaisers
• 6 Anonymous donors to all other online
  fundraising campaigns

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Benchmark Metrics
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Email Invitation Response
Email Appeal directly drove registrations Opportun
ity to expand awareness through homepage and
other sites
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Who are the Donors?

• Want Sane Gun Laws
• President Bush I would like to see more
  control of guns in the United States. I don't
  want to do away with ordinary hunting guns, but
  would like to see the terrorists within our
  borders deprived of automatic weapons.
• Concerned about influence of the NRA
• It is time that the special interest groups like
  the NRA that give Bush the GOP and take so much
  money are labeled for what they are. bribers and
  bribes!

• General Frustration with the President
• President Bush Why are you pushing our country
  backwards with every move you make? We finally
  had gun control to make our streets safer, and
  you wouldn't leave that in place, either. Have
  you no sense at all?
• Personally Touched
• Stop the violence. Kids are dying every day from
  senseless gun violence. A mandatory gun lock law
  would of saved Seanne.
• Supporting Bush
• Thanks for caring so much and I know you'll be
  as effective as you can be.

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What We Learned

• High level of engagement from constituents
• Strong willingness to register as an eRaiser
• Strong willingness to donate to their own
  eRaisers
• Less willingness to ask others to donate
• Constituents want to do more than just give
  directly to the organization
• Providing outlet other than donating encourages
  more involvement
• Our constituents are motivated by different
  emotions and concerns

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What Does it Take?

• Initially takes more time and effort than other
  online campaigns
• Many components to think about
• Create eRaiser campaign, set up donation page
• Create concise, compelling greeting page
• Personal page default text and photos
• Auto responders
• Sample emails/messages for participant
• Invitation email
• Test, test, test
• Limited until every part is complete
• Maintaining/updating campaign and dealing with
  technical problems

• Less time spent on the Inauguration campaign than
  earlier eRaisers
• Posted a message about how to handle AOL address
  book challenges
• Likely because there were fewer options for
  participants less complicated and confusing
• Anticipated questions and difficulties

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Further Plans

• Continue eRaisers
• Call on different themes of safety, honor and
  memorial
• Search for different deadlines
• Consider premiums
• Promote on Brady homepage and through other donor
  communications
• Consider more ways for constituents to express
  their values and personal messages
• Message Campaigns
• Petitions
• User Stories
• Surveys
• Online Greeting Cards
• Advocacy alerts
• Consider more ways for constituents to be
  rewarded and recognized for their participation
• eRaiser
• Rewards / Loyalty Programs
• Premiums
• Contests