Converting Online Campaigners into Donors


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*Watch or download the full webinar (with audio and slides) at:

Online campaigners are an increasingly important source of new donors for many organisations.

How can your organisation rapidly grow its base of online campaigners, and effectively convert them into donors?

Watch this free webinar to learn how Greenpeace UK, leveraging tools provided by Engaging Networks, and multichannel donor outreach, has excelled in turning campaigners into campaigning donors:

"Converting Online Campaigners into Donors"

In this webinar you will learn:

-Keys for bringing people into the fold through powerful email messaging
-Ways to deepen campaigner engagement and commitment
-Tactics for converting donors online and offline
-Listen to what people are saying online, remarket to them, and improve your campaign results

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Converting Online Campaigners into Donors

  1. 1. Converting Online Campaigners into Donors Presented by: Jonathan Purchase – Engaging Networks Molly Brooks – Greenpeace UK Eric Rardin – Care2#c2webinar
  2. 2. aboutCitizens use Care2 for: Starting or signing petitions Nonprofits use Care2 for: Volunteering Donating $ Recruiting Donors & Supporters Spreading news Traffic/Branding/Awareness Commenting on blogs Starting group (organizing) Advocacy Joining nonprofits Building Facebook fan base
  3. 3. About the speakers Jonathan Purchase is the Business Development Manager for Europe and he also has responsibility for UK operations working from the office in London. After several years with the campaigns team at Save the Children UK, Jonathan joined Engaging Networks in January 2008. He brings altogether over 5 years of experience in online organising and technology to his role. This experience is extremely valuable to clients new to using the Internet for campaigning and fundraising. Molly Brooks is Digital Marketing Coordinator at Greenpeace UK. Molly has worked at Greenpeace for over four years, managing fundraising through online channels, and working to integrate fundraising into all of Greenpeace‟s campaigns. In total she has over seven years‟ experience of digital marketing for non-profit organisations, having previously worked at international development charity Concern Worldwide. Eric Rardin is the senior director of nonprofit services at where he helps hundreds of nonprofits connect with donors and supporters online. Prior to joining Care2 Eric designed and executed integrated advocacy campaigns for environmental nonprofits for nearly 8 years.
  4. 4. What are the benefits of connectingyour campaigning and fundraising actions?• A more committed and engaged supporter base• Closer working between campaigning and fundraising teams• Easier to manage your supporter data: - everything will be in one place - fewer providers required to process your actions“Charities are looking for new ways to get more value from their communication and fundraising. This goes beyond joining up channels – it’s about getting fundraising, comms and campaigns to pull in the same direction, focusing on audiences and breaking down historic silos that act as a brake on progress.” Joe Barrell, The Eden Stanley Group
  5. 5. The power of: brandingA consistent brand and template, from email tocampaign to donation page will engage yoursupporters and lead to more money raised.
  6. 6. The evidenceThe giving experience has a significant impact on donations: Donorswho gave through branded pages by the charity started at a higherlevel and increased more than those who gave through generic pages. Source: Network for Good. 3.6 million gifts to 66,470 different non profits from 2003 to 2009
  7. 7. An example
  8. 8. Also consider…• secure templates (required for donations)• SSL certificates to encourage donor trust• change your branding for different campaigns or appeals
  9. 9. The power of: data flowIf you can pass data from one action to thenext, your response rates will increase.
  10. 10. The evidenceGreenpeace saw their „response rate‟ for supporters making a donation,after taking a campaign action, rise to 1.27% for their Save the Articcampaign.Their previous best „response rate‟ for a similar campaign was 0.40%.
  11. 11. Also consider…Greenpeace‟s success in converting morecampaigners into donors is down to dataintegration AND a consistent brand
  12. 12. The power of: thankingThanking your donors appropriately is an essentialpart of the donation process and is not somethingthat should be neglected or considered an“afterthought.” Careful design of a thank you page[and email] should bring you many valuablebenefits including repeat donations, newsupporters and increased levels of engagement. Credit: Nomensa blog post from 1st February 2012, “Why thanking donors online is powerful”
  13. 13. Also consider…• Personalise the thank you• Different thank you for single or recurring gifts• A consistent thank you page and thank you email• Same branding as for all the other steps of the supporter journey• Include links to other ways to get involved with your organisation but not too many!
  14. 14. The power of: mobileAs more people take action on mobile devices, thelanding pages must be optimised for mobile tomaximise conversions.
  15. 15. An example• Oxfam GB launched this campaign in June 2012• 9,610 actions were registered in the first week• 744 actions were completed on a mobile device *• That represents 7.8% of all actions taken* Numbers exclude tablets
  16. 16. The power of: social sharingSocial networks can be effective marketing channelsfor charities. The challenge is making social sharingeasy, and creating ways for people to move frompassive interest to committed support.
  17. 17. Also consider…• Try embedding your campaign actions directly on social networks as a way to reach out to new supporters• Embed social sharing icons in your emails and actions• Follow up with Facebook campaigners with a connected ask to donate
  18. 18. Donor conversion via Facebook • 407 supporters took part in the campaign embedded on Facebook • Of this number, 140 were new opted-in supporters • PETA sent follow up fundraising appeals via email to these 140 supporters • PETA converted 7.5% of these activists to donors including 30% as recurring monthly • PETA converted additional activists via DM (numbers not yet final)
  19. 19. The power of: donor optionsDon‟t limit your donors to a single way to donateonline. Giving different options will lead to moremoney raised.
  20. 20. A little surprise• For the first integrated Greenpeace campaign, 48% of transactionswere made with the„pay via paypal‟option• Tip: make sure you give options!
  21. 21. Also consider…• Recurring or direct debit options, they are your holy grail!
  22. 22. The power of: an effective email toolEmail is the backbone of digital communication.Messages should be easy to create, personalised,and delivered to the inbox.
  23. 23. Again, it’s data and branding• Your email tool should be able to prepopulate form fields on the landing page – leading to increased response rates• As mentioned before, the branding of the email and the first landing page should be the same to engage your supporters
  24. 24. Also consider…• Like all actions, testing is key: you‟ll need split testing tools• Automated „trigger‟ emails can engage your supporters on all types of asks from the start, or re-engage supporters if they‟ve lapsed.• Automate „unsubscribes‟, bounce management and complaints• Permit supporters to customise email preferences
  25. 25. The power of: a powerful databaseA powerful „database of record‟ will help you tobetter understand your supporters. It leads to morepersonal and effective communication and helpsyou to acquire campaigners and convert them intodonors.
  26. 26. Also consider…• Profile your supporters to tailor your communications• Track where people are coming from to see which channels are working the best• Manage your relationship with individual supporters• Grow your supporter lists through the use of opt in questions• Report on how your campaigns are goingTreat campaigners and donorsas supporters
  27. 27. A final thought…Having the tools to run integrated campaigning andfundraising is one thing. You also need a strategy torun alongside the toolset.
  28. 28. Save the Arctic
  29. 29. Save the ArcticGreenpeace‟s biggest ever campaignAim to sign up 1 million people globally by the end of2012Convert 21,400 of these to new regular givers
  30. 30. Soft launch – Jan 2012
  31. 31. Donation page37888 actions – 440 donations – 1.16% response rate
  32. 32. Main launch – 21 June
  33. 33. PromotionEmails to current activistsTell a friend in thank you emailSocial mediaVideosActionsGreenpeace TVOffline sign ups SMS iPads at festivals
  34. 34. Promotion
  35. 35. Promotion
  36. 36. Promotion
  37. 37. Goal reached!
  38. 38. Converting leads to donors 34942 actions – 916 donations – 2.62% conversion
  39. 39. Next steps?Convert to regular giversEmail with DD askTelemarketing Ongoing – aim to call within a month of signing up
  40. 40. thank you! questions? contact us! Jonathan Purchase @engagingnetwork Molly Brooks @greenpeaceuk Eric Rardin @care2team