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20NTC Session Proposal

Halfway up the Online Mountain: How a Traditional Fundraising Org Surpassed 50% in Online Giving

Submitted by: Leigh Kessler | CharityEngine


While many nonprofits continue to struggle with increasing their online giving, the Appalachian Trail Conservancy hit a major milestone in 2015: more than 50% of their donations were now made online.

This was done through a commitment of consolidating data, identifying online-ready donors, skewing younger, generating more net revenue, and reducing wasteful spending.

Not content to plateau, ATC continues to push that ratio even higher by employing a strategic mix of smart programming, demographic targeting, and smart-CRM-based integration of their online and offline marketing.

In this session, the presenters— Mark SaariActing Vice President of Membership & Development, Leigh Kessler, Vice President of Communications at CharityEngine, and Alan Vouk, EVP of Client Services at CharityEngine—will showcase how ATC created a strategic plan for increasing online giving, including how they’ve integrated their online and offline fundraising data and workflows to better target donors at a more efficient cost ratio and employed more tactics around peer-to-peer and advocacy to engage people online.

Learning Outcomes

  • Design a strategy to increase your ratio of—and drive more—online giving
  • Implement tactics around cost-efficient micro-targeting capabilities to reach potential online givers
  • Explore areas of differentiation for your mission and programming that engage online supporters



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271 - 272


April 13, 2018


10:30am – 12:00pm



CFRE Credits

Approved - 1.5

Collaborative Notes

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Session Evaluation

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