Finding (and keeping) monthly donors online - Jonathon Grapsas

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Finding (and keeping) monthly donors online - Jonathon Grapsas

  1. 1. finding (and keeping)monthly donors online17th May, 2013
  2. 2. who is this guy?jonathon grapsasflat earth direct@jonathongrapsas
  3. 3. finding and keeping RG’s online• where to find them• some acquisition hooks• how to look after them• one last time
  4. 4. feeding the funnel
  5. 5. finding and keeping RG’s online• where to find them
  6. 6. cold prospects• cold• warm• tepid• search• social (advertising)• eDM
  7. 7. warm prospects• cold• warm• tepid• cash to RG• eventdonors/participants
  8. 8. tepid prospects• cold• warm• tepid• web re-targeting• online activists• survey responders• facebook fans• behavioral display
  9. 9. finding these guys
  10. 10. retargeting: lapsed prospect reactivation
  11. 11. tepid: online activists
  12. 12.  Care2 Petition Page Care2 Email to Memberstepid: online activists
  13. 13. tepid: survey leads
  14. 14. tepid: facebook fans (via posts)
  15. 15. finding and keeping RG’s online• where to find them• some acquisition hooks
  16. 16. something small  something bigger
  17. 17. something small, then somethingbigger
  18. 18.  Preview Your Signature Thank You For Signing Thank you for opting in to AWL emailalerts. Enter your details here to receive yourcalendar.incentives: what’s in it for me?
  19. 19. tepid is better than coldSourceNew RegularGiversTarget Actual*PetitionSignersCost5 YearRGIncome5YearRGROIColdGoogleAdWords4 3 158 $8,656 $3,184 0.37ColdFacebookAds7 28 1,539 $15,978 $31,018 1.94TepidEmailProspecting116 79 3,396 $27,262 $87,263 3.20
  20. 20. above the fold
  21. 21. show me eyes (need)
  22. 22. what do you really want?
  23. 23. what do you really want?
  24. 24. make it easy
  25. 25. online recruitment: what to expectCharityNewRG’sCost Yr 1 $ Yr 5 $ Yr 1 ROI Yr 5 ROI CPACharityA60$43,252$20,082$64,1460.46 1.48 $721CharityB110$60,892$30,244$127,4490.50 2.09 $554CharityC48$21,508$24,768$123,8401.15 5.76 $448
  26. 26. online recruitment: hidden goldCharityNewRG’sCost Yr 1 $ Yr 5 $ Yr 1 ROI Yr 5 ROI CPAAve 5yearnetvalueper RGCharity A 60 $43,252 $20,082 $64,146 0.46 1.48 $721 $348CharityB110 $60,892 $30,244 $127,449 0.50 2.09 $554 $605CharityC48 $21,508 $24,768 $123,840 1.15 5.76 $448 $2,132
  27. 27. finding and keeping RG’s online• where to find them• some acquisition hooks• how to look after them• one last time
  28. 28. reaffirm, quickly (& ongoing)
  29. 29. mobile friendly (easy)
  30. 30. we love you: what do you think of us?
  31. 31. on the inside track
  32. 32. make it about me: not you
  33. 33. balance the ‘need’ with the ‘wins’
  34. 34. finding and keeping RG’s online• where to find them• some acquisition hooks• how to look after them• one last time
  35. 35. getting digital recruitment rocking• prospect data: tepid is best• something small, then bigger• incentives: what’s in it for me?• be clear, make it easy• get the follow up right
  36. 36. getting digital retention rocking• think mobile• easy, rich, regular• look, listen, touch and feel• surprise and delight• keep asking
  37. 37. thank youJonathon Grapsas - jonathon@flatearthdirect.com@jonathongrapsas flatearthdirect.com

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