Archive

Author Archives: Julia Rosen

Our crack tech team has been busting out the new features right and left lately. And now we’ve got one more: the ability to brand your pages without our assistance.

A few years ago we used to only allow brandings for our biggest clients. Then we opened it up to anyone, but you had to contact us, send over your logo file and background color and we’d get it up for you. Now you can do it yourself immediately and create as many different ones as you want to use on a page by page basis. It’s all part of our quest to bring our best and most awesome tools to everyone however big or small.

Just login and go to your admin panel and select that new option on the left navigation menu: “Branding”. If we haven’t set one up for you then just click “create new”. And then you’ll see a page that looks like this:

topbranding

Create a name for the branding for internal use. And decide if you want to make this the default branding for all your pages. You can have multiple brandings and use them on a page by page basis, or stick with one for all of your pages.

Click on the > beside the brand settings to expand it so you see this:

expandedview

And since not everyone knows their background hex color value off the top of their head, there is a color chooser that pops up when you click in the “Background Color” field. Choose your color and it’ll fill in the appropriate color code for you.

colorchooser

You can swap brandings on a page on the fly in the edit tab. It’ll let you select any one of the branding’s you’ve added.

And remember to watch that dashboard for notification of all the new features that we roll out.

A million dollars in one day, on a Sunday in June. Who would have thought that was possible? But man the last week in June was crazy, wasn’t it? And it turned into a huge day for thousands of campaigns and organizations on Sunday thanks to 26,285 donors. It was our first million dollar day of the year and somehow we don’t think it’ll be our last.

Our team was busy working all weekend, but frankly they’re happy to. It’s our little part to help keep this country moving forward.

Here are the toplines for the month, and it was our biggest one of the year!

The amazing ActBlue donor community chipped in (an understatement) $9,052,454.81 from 186,139 individual donations in June, bringing the total for the quarter up to $21.8 million and our grand total up to $395 million. That means that $400 million – and a celebration – is right around the corner!!!

This is how it compares to previous Junes:

junehistoric

The first thing we noticed was that the average donation amount actually went up, bucking our historical trend. So we dug into our numbers. It turns out that federal max-out donors in Q2, those folks giving $2,600 for a primary or $5,200 for the cycle, increased 75% from Q1. What’s that mean? Well, it looks like a bunch of federal candidates and committees are getting an early start building small dollar communities and reaching out to their early max out donors 17 months out. Frankly that should scare the crap out of the Republicans.

Donors contributed to 1,219 different committees last month, which is way up from 862 committees during June of the last off-year (2011). More candidates are starting to fundraise earlier from more donors. More. More. More! No seriously, it’s great to see and our team has been working hard adding dozens of newly declared candidates each month.

A full $4.2 million of the money you gave came in during the last week, in part because of the political events like Wendy Davis’s brave filibuster, the historic Supreme Court rulings and the End of Quarter deadline that mobilized and inspired all of you. Here are our day by day totals for the month. Check out that spike at the end!

junechart

Half of all contributions in June (51.5%) were made by ActBlue Express users! That’s definitely something to celebrate. That puts the count of our amazing ActBlue Express users up to 582,132 and growing.

By giving to candidates and organizations early in the election cycle, you’re helping them to build the foundation for 2014. With your support they’ll have the resources they need to mount strong campaigns and mobilize supporters. So thanks for doing your part to build a Democratic momentum for 2014!

We want to make it easy for campaigns to see their ROI on acquisition, so we’re launching a new tool for conversion tracking. For those who don’t understand that gobbledygook: it’s a way for people running online ads to track how well they’re doing.

Candidates and groups can now embed tracking codes on both the contribution form and the thank you page to track both those landing on the form and those who convert. And you’ve got the option to put the tracking snippets on a form by form basis, or set a default tracking setup for your committee which can then be opted-in on each contribution form.

The safest and easiest option for most committees will be to only set up tracking on contribution forms that are specifically made as an endpoint for an ad campaign. This ensures that the contribution forms that you use for email and website traffic load as fast and stable as possible.

To put tracking codes on a specific contribution form, first make sure you are logged in as the owner of that form. Then navigate to the “edit” tab for that contribution form:

And then look for the “Advanced Options” section:

If you have a campaign default set (see below for directions), you can select to use it here. To set up codes just for this contribution form click the radio button “Edit”:

Paste your code snippets in the correct fields. If your ad system allows you to pass a conversion amount, you can do so with the merge field {AMOUNT}. (Make sure to only do this on the conversion tracking page and not the landing page.)

We’ll replace that token with the amount of the contribution when the thanks page renders. This allows you to track the monetary value of a click from within your advertising platform.

To set a default tracking code for your committee, first visit your campaign dashboard. On the left side of the screen click on “Settings”. Now look for the “Advanced Options” section:

Paste your code snippets in the correct fields. If your ad system allows you to pass a conversion amount, you can do so with the merge field {AMOUNT}.

Once you have saved your committee default tracking code, you can select the radio button to use it on any of your contribution forms. See above for specific instructions.

That’s it. So go forth and track people (not in a creepy NSA way).

And here’s a page we’ve set up with the instructions that you can bookmark.

The first quarter after an election year – especially after an expensive presidential election – can be a time of transition for political fundraising, but other than a short break during the holiday season, we saw campaigns and committees getting right back to work. And boy did they ever!

Here are our top line numbers compared with Q1 numbers in past post-election years. The ActBlue staff obsessively looks at these numbers every day, but then again we’re big dorks, and if you are reading this, you probably are too.

Q1 ’07 Q1 ’09 Q1 ’11 Q1 ’13
Contributions 31,441 24,361 180,537 436,726
Volume ($) $3,141,038.27 $5,343,772.20 $8,712,756.77 $16,478,580.31
Mean Donation $99.90 $219.36 $48.26 $37.73
Committees 235 651 881 1,246

 

Notice that the average donation amount has dropped quite a bit, while the number of donations made has gone up. This is a fairly common phenomenon, but one we actually ascribe a bit of meaning too. It used to be that electoral campaigns didn’t do a lot of work in the off year, let alone trying to engage small dollar donors, figuring that it was too far from an election for anyone to care/respond. Instead, finance directors would spend quite a bit of time talking to major donors during that period, and often not have anyone on staff tasked with building an email list and bringing supporters on board. That lead to a disproportionate number of large donations being processed via ActBlue, rather than the small dollar donors that are more typical.

But we’re thrilled to see people starting earlier and investing in a grassroots fundraising program, thus increasing the number of people that have a stake in the outcome of the election and ensuring it’s not just the few people blessed enough to be able to give max-out donations. It’s something we’ve long urged campaigns to do. Engaging small dollar donors throughout the length of campaigns has a ton of benefits: A) It makes campaigns more small D democratic because there are more voices being brought in and kept in, B) It makes campaigns stronger because there’s more money and a bigger pool to work with for field and votes and C) It makes the whole left stronger as more voices come in and stay active.

We sent checks to 1,246 different organizations, campaigns and committees this quarter and we can’t wait to see what that number looks like in March ’15!

The final day of the quarter happened to coincide with Easter, and we weren’t sure what that would mean for donations. Traditionally, we see big spikes at the end of each month and a huge one at the end of the quarter. The number of fundraising emails that show up in your inbox around that time usually corresponds with a big uptick in donations. But we didn’t see a huge spike at the end of the quarter on Sunday. Instead, it was more of a steady climb during the last week, which meant that candidates and committees still did well overall, but didn’t see those huge last minute increases.

Take a look at the chart below to see the volume and number of contributions for each day:

Screen Shot 2013-04-03 at 2.26.56 PM

Our assumption is that it was just bad luck that the end of the quarter fell on not just any Sunday, but Easter Sunday. This year it just so happens that every end of quarter day is on a weekend, and it will be interesting to see if this pattern continues, but not so fun for all of those hard working finance and digital directors out there. Those spikes get the adrenaline going, especially when we’re so far from election day. No matter how big the spikes grow, the ActBlue team will be hard at work even on a weekend, responding to questions and keeping the site zippy.

We’ve seen some pretty big numbers on ActBlue in 2013 so far, and if we’re helping to raise this much money while campaigns are just ramping up, we can only imagine what this cycle will bring. That means more work for us internally to make sure we’re ready for what all you – our users – bring. Really, it’s about the work you’ve been doing as supporters and organizers, and your dedication to starting your fundraising programs early means a bright future for 2014 in races up and down the ballot!

Note: This is the first in what we hope will be a regular series on the ActBlue blog sharing our lessons learned from our email program with our larger community of practitioners.

Have you ever wondered if you’d raise more money if you asked your email list for recurring contributions instead of a one-time ask? Yeah, us too.

We’ve tested this from time to time, and usually find for ActBlue and our community members that recurring asks perform better. But we know that the email copy can influence the results, so we decided to test it again. Last Thursday we sent out nearly identical emails to our members, but with two different asks. Here’s an example:

1-time ask

The only way we can do it is if we hit our big goal of raising $75,000 for ActBlue, by the end of the quarter on Sunday. Can you contribute $5, or whatever you can afford, right now to ActBlue, and ensure we’re prepared to help thousands of candidates and organizations raise millions of dollars next fall?

Recurring ask

The only way we can do it is if we hit our big goal of 1,000 donors to ActBlue giving $3 a month, or whatever they can afford, by the end of the quarter on Sunday. Can you contribute $3 a month right now to ActBlue, and ensure we’re prepared to help thousands of candidates and organizations raise millions of dollars next fall?

Each email was sent to 100k random members. We let the test roll for 24 hours before making a call on Friday morning, but it was pretty apparent early on that we were going to have a winner.

One critical piece of important information that we had was the ability to calculate with confidence how much money the recurring contributions would bring in. Recurring donors on ActBlue pick the amount of months they’d like to make their contribution – the maximum is 24 months and we set that as the default when people land on the page through the email parameters. ActBlue Page Dashboards (which are in beta) do the math for you and display exactly how much money your members have signed up to contribute. They’re a tad hidden at the moment due to the beta status, but just add /dashboard/list before your specific page name when you are logged in to see it. For example: https://secure.actblue.com/dashboard/list/offthecharts/. Here’s how it looks for this fundraising page:

But we know that for one reason or another some people don’t complete their pledge. Their credit cards expire and they never updated them with us (even though we ask) or they simply cancel their recurring contribution. That’s why we recently analyzed our pledge completion rate. Since November 2010 the percentage of money that was pledged to ActBlue’s own PAC and received is 88.97% for all recurring contribution pledges that have completed. We did not include people who are still contributing monthly.

Across all the different committees who use ActBlue, we find a sitewide completion rate of 80%, so ActBlue is a bit higher than the average. And our completion rate has grown from where it used to be. All-time we are at a 77.78% pledge completion rate, so clearly we’ve gotten better at getting our folks to finish out their pledges.

Since we had the pledge completion rate, we could calculate how much we could reasonably expect to get in from both the one-time contribution ask and the recurring contribution ask. And here are our results after 24 hours.

One time ask : $2,557 projected
Recurring ask: $4,365.70 projected

We had more contributions on the one-time page than the recurring page, but clearly we were going to end up bringing in more money if we asked the remaining portion of our list to make a recurring contribution. Thus on Friday we sent out the recurring contribution ask to the remaining members of our list, and followed it with a kicker on Sunday, the last day of the quarter.

Our assumption is that ActBlue is viewed by our members as long-term infrastructure that should be supported as such. We’re not a candidate that’s trying to post a great end-of-quarter number, and we’re not trying to raise funds for a specific project like other non-profits. So while our members dig the recurring contributions, your members may not. So test it and find out!

We know people often make different assumptions about recurring revenue, but as you see with this test, the recurring ask is worth significantly more even though fewer people participate. Plus, at this point – 18 months from election day – you’re building a recurring pool so that you’ll have all sorts of money coming in via recurring. That adds up! And it’s a chance to create a long-term bond with your contributors.

We’ll likely run this test again in the not too distant future to ensure that a) our member’s interests/behavior hasn’t changed b) the results were not due to the specific email copy being more suited for a recurring ask. But until then, you’re likely to just be getting recurring contribution asks from ActBlue.

You’d never know it was an off-year here at ActBlue!

Our office has been busier than ever working to develop the tools we’ll need for 2014 and beyond. Continuing to innovate is the best weapon we have against the Republicans’ SuperPAC money.

But we’re not the only ones who’ve been busy. We’ve helped raise $5.67 million in February this year for 802 different campaigns, committees and causes, beating our February 2012 numbers by $600,000! Yep, that’s right, we helped raise more money this past month in an off-year than we did last February before a presidential election.

February 2010 February 2011 February 2012 February 2013
Contributions 31,447 34,496 110,323 162,892
Volume ($) $2,330,706.45 $2,228,051.55 $5,076,973.2 $5,671,860.13
Mean Donation $74.12 $64.59 $46.02 $34.82
Committees 1,003 561 1,340 802

 

Donors are more committed than ever to victory at the ballot box and beyond. That $5.67 million came from an impressive 162,892 donors, with an average contribution size of $34.82, which is proof that grassroots fundraising can compete with big special interest money when you work hard at it.

We hit a huge milestone in February: we reached 500,000 Express users – who can contribute with just one click – after adding 23,525 in February alone and 429,597 since last year.

Why is that such a big deal? Well, our Express donors landing on a contribution form convert at a rate of 87.86% versus 12.67% for everyone else. That means more Express users = more money.

6a00d834564b8869e2017d41940889970c

We’re also looking ahead and envisioning what 2014 will look like. And we know it’ll involve a lot of mobile. We’re already seeing 8.54% of donations in March come in on mobile, compared to 4.27% at the same time last year, and that number grows each month. Our site is mobile optimized, rigorously tested and easy to use on any browser, because we want to help you meet your supporters where they are.

Guess what? Those Express users, yeah, they convert x4 the rate of other donors on mobile and make up 73% of total mobile donors. And that my friends is a pretty big deal.

6a00d834564b8869e2017ee907d534970d

6a00d834564b8869e2017c3764bb1b970b

If February was this good, we can’t wait to see what March and the end-of-the-quarter brings!

As always, we’re here to help you get the most out of your online fundraising program. Just drop Patrick Frank a line: frank AT actblue DOT com.

Follow

Get every new post delivered to your Inbox.

Join 27 other followers