All businesses need to find new customers or perish. It's no different for nonprofits, although in our case, we need to recruit new donors, advocates, members and volunteers to stay alive. There are numerous tactics for online acquisition including Search Engine Marketing, Co-Registration, Email List Rental and Lead Generation. This webinar will provide you with an overview of these tactics. In addition, we'll discuss ways to evaluate the performance of your online acquisition program so that you can improve your return on investment. Finally, we'll talk about best practices in converting new subscribers into donors through direct appeals, multichannel conversion, and peer-to-peer fundraising.

1. Nonprofits & New Blood:
Online Acquisition Strategies & Tactics

2. Our Presenters
Eric Rardin Jocelyn Harmon
Director of Nonprofit Services, Director of Nonprofit Services,
Care2 Inc. Care2 Inc.
Mark Sutton
President
Artez Interactive USA

3. Webinar Tips
 This webinar is being recorded and will be available
on our website shortly
 If you have any technical troubles, please use the
“chat” feature
 We will take all questions at the end. Please use the
“raise hand” or “chat” feature to ask a question.

6. 7

7. Donor Value Over 12 Months New Donor Renewal Rate Lifetime Donor Value
$694
50.9%
+121%
+48%
34.4%
$187 $314
+95%
$96
Internet
Traditional1
Enabled2 Internet Internet
Traditional Traditional
Enabled Enabled
Source: Convio whitepaper entitled “Integrating Online Marketing (eCRM) with Direct Mail Fundraising”
1 Traditional defined as offline use.
2 Internet Enabled defined as both offline and eCRM use.

9. Lapsing records
Unsubscribes
Email bounces

16. Paid
Ads
Organic Results

32. ericr@care2team.com jocelynh@care2team.com
@jocelynharmon
www.marketingfornonprofits.org

33. Upcoming Webinars
 Trends in "a-thon" Fundraising Part 2: United States
 April 21st @ 2 pm ET (North America)
 “You Got Chocolate in My Peanut Butter...”
Synchronizing Online & Offline Fundraising
 April 29th @ 1 pm ET (North America)
Register at www.artez.com

34. Calendar Notes
 April 23rd: Digital Leap, Toronto
 A digital conference for Non-profit marketers & fundraisers
 More info at www.digitalleap.org
 May 5th: AFP Fundraising Day, Ottawa
 May 11th: IFC Online e-Conference
 “Synchronizing Online & Offline Fundraising:
What Great Campaigns & Reese’s Candy Have in
Common”
 More info at http://www.resource-alliance.org/ifconline/