Sure, Pine. I am happy offer some thoughts:
The two main challenges for the online fundraising team are the decrease in
page views in the countries where we raise the most funds and the shift
from desktop to mobile, where the donation rate and the donation size are
much smaller. In response to this, we estimate that we will need a
campaign that performs approximately 20 percent better than last year –
just to keep revenue constant – not to grow.
Leila is right that page views are not a perfect indicator. Page views do
not donate, people do. We know page views are going down but we do not
know who is leaving us. Still, we *are* seeing an impact on donations from
a decrease in page views. This is the second big fundraising season where
we have been up against a page view decline. Last year, we responded with
a dramatic shift in tactics. This year, we are focusing on finding smaller
refinements that will get us there. The good news is that we are getting
close! And, I think the online fundraising team is working in earnest to
engage with community members and other staff who have ideas around the
message. Some ideas have been incorporated into the campaign, others not.
The process has been helpful to us and I hopefully not too disappointing
for you. For what it is worth, the team does not use the vast majority of
my ideas – and I respect them for that. :)
There are some concerns around the urgency of the message that we are still
trying to work through. To be honest, we haven’t seen this surface in past
research or when we talk to our donors. Still, we recognize that we may
not have been asking the right questions or framing it right. We care a lot
that that we are giving an accurate impression about our need for
donations. So, we have drilled down on this more in our research to better
understand what our readers think on this topic. We should have more to
share on that in a week or two.
The concerns raised about the size of the budget and the rate of growth of
the organization need to involve more people than just fundraising. We
will give our perspectives on what is happening with the “topline” as a
part of a larger planning conversation.
Best,
Lisa Gruwell
On Wed, Oct 28, 2015 at 11:12 PM, Pine W <wiki.pine(a)gmail.com> wrote:
Fundraising folks, can we get an update in response to
the concerns raised
in this thread?
Thanks,
Pine
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