2014 Washington Nonprofit Conference: Digital Fundraising 101

Be sure to segment key audience groups during testing to evaluate results accordingly. It's very possible your activists will respond differently than your prospects or high-dollar donors do.

Everything else

As for the items we didn't have time to cover, here are the highlights:

• Channel integration: Single-channel marketing doesn't exist anymore. Break down internal silos to ensure data integration and coordinated messaging for a good donor experience.
• Social media for fundraising? This is a tough one. It's a great engagement, cultivation and branding tool, but unless you happen to be an organization like Red Cross during a disaster, it won't be moving any mountains for your fundraising goals.
• Responsive and mobile optimization are rapidly moving out of the "nice to have" category into the "need to have" area. Right now, roughly 25 percent of website traffic comes from mobile devices. Can you afford to turn away 25 percent of your revenue by not delivering a good user experience?
• What's next? Lightboxes, sustainer intercepts, pop-ups and mobile campaigns are quickly becoming standard.