• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Multichannel Strategies to Convert Online-Acquired Supporters Into Donors
 

Multichannel Strategies to Convert Online-Acquired Supporters Into Donors

on

  • 892 views

Care2 shares best practices from its base of 1,000+ nonprofit clients who use Care2′s 23-million member online community of “do-gooders” as a source of new donors. Using donor conversion data ...

Care2 shares best practices from its base of 1,000+ nonprofit clients who use Care2′s 23-million member online community of “do-gooders” as a source of new donors. Using donor conversion data from Covenant House, Human Rights Campaign, IFAW and Nature Conservancy Canada, we’ll drill down on how this time-tested fundraising approach is producing strong results

Statistics

Views

Total Views
892
Views on SlideShare
734
Embed Views
158

Actions

Likes
0
Downloads
13
Comments
0

3 Embeds 158

http://nonprofitwebinars.com 149
http://cloud.feedly.com 7
http://tech.nesst.org 2

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

CC Attribution-NonCommercial-ShareAlike LicenseCC Attribution-NonCommercial-ShareAlike LicenseCC Attribution-NonCommercial-ShareAlike License

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Multichannel Strategies to Convert Online-Acquired Supporters Into Donors Multichannel Strategies to Convert Online-Acquired Supporters Into Donors Presentation Transcript

    • Sponsored by: Multichannel Strategies to Convert Online-Acquired Supporters Into Donors Clint O’Brien September 10, 2013 Use Twitter Hashtag #4Glearn Part Of:
    • Sponsored by: Protecting and Preserving the Institutional Memories of Nonprofits Since 1993 www.cjwconsulting.com (866) 598-0430 info@cjwconsulting.com Part Of:
    • Sponsored by:Part Of: Coming Soon
    • Sponsored by: Today’s Speakers Hosting: Cheri J Weissman, CJW Consulting & Services, Inc. Assisting with chat questions: Jamie Maloney, 4Good Part Of: Clint O’Brien Vice President Care2
    • Multichannel Strategies to Convert Online-Acquired Supporters Into Donors Clint O’Brien
    • Stuff We’ll Cover •  Online Acquisition Methods •  The Paid Acquisition Model •  Multichannel Conversion –  Why it matters, how it works, some case studies –  Some caveats
    • •  Largest community of engaged people taking action daily to support causes they care about Ranked among 150 most highly trafficked U.S. web networks, by Quantcast •  Care2’s nonprofit clients also reach an additional 150 M people via Care2’s revenue-sharing media partner program, which includes Mother Jones, AlterNet, Ms. Magazine, eNature.com, The American Prospect, National Memo, VolunteerMatch, LeftAction, Democrats.com and 200+ more partners • 23 million members •  75% Women •  Avg Age = 42 •  Educated •  High HH Income •  Monthly unique audience of 16 M people About Care2
    • Some of Care2’s 1000+ Nonprofit Clients
    • Source: Target Analytics donorCentrics Q1 2013 Index of National Fundraising Performance The Problem: Direct Mail Acquisition of New Donors Is Declining Consistent decline since 2005 Nonprofits need new ways to find new donors
    • A Few Questions About YOU •  Poll Question 1: Which channel does your organization use to acquire new donors and/or donor prospects? (Choose all that apply) •  A)  Direct  Mail;  B)  Telemarke2ng;  C)  Face-­‐to-­‐Face   Canvassing;  D)  Online  (Email,  websites,  etc.);  E)  Social   Media;  F)  Direct  Response  TV.   •  Poll Question 2: Which channel is your highest quantity source for acquiring new donors and/or donor prospects? (Choose only one) •  A)  Direct  Mail;  B)  Telemarke2ng;  C)  Face-­‐to-­‐Face   Canvassing;  D)  Online  (Email,  websites,  etc.);  E)  Social   Media;  F)  Direct  Response  TV.  
    • Online Acquisition Methods
    • Online  Donor  Acquisi2on  Strategies  -­‐-­‐  Compared   PRICE   VOLUME   SEM   Google   Grants     SEO     Email  List   Sharing   Social   Media   Email   Append     Paid   Acquisi2on  
    • Social  Media  ROI   Social  Network  ROI  Calculator  (by  Jus2n  Perkins)   "   hPp://www.frogloop.com/social-­‐network-­‐calculator     •  Some2mes  stuff  that   seems  “free”  …isn’t   actually  free  at  all  
    • Online  Acquisi2on  Strategies  Compared    …Again         PRICE   VOLUME   SEM   Google   Grants     SEO     List  Sharing   Social   Media   Email   Append     Paid   Acquisi2on  
    • The  Paid  Acquisi2on   Model  
    • Paid Acquisition – of Warm Donor Leads •  Goal = Recruit multi-channel donor prospects and supporters who are warm – i.e. “pre-qualified” to boost likelihood of conversion into actual donors •  Only pay for actual captured leads – not for “branding,” “awareness,” impressions, exposure, advocacy, etc. •  Tap existing communities of people who already care about my cause – preferably w/ good demographics, income, etc. PLUSES •  High volume. High quality. Fast. Proven model •  No real work involved, until leads delivered MINUSES •  Upfront cost •  You still must cultivate, convert leads into donors
    • +   =   •  No duplicates. All leads are new to the nonprofit, not supporters they had already •  Cost per lead pricing. Nonprofit pays only for actual leads delivered •  Multichannel leads. Nonprofit receives email address AND postal address. Sometimes phone numbers, too Prequalified “Warm” Leads Paid Acquisition Model (cont’d) Behavioral Targeting Permission Based Marketing
    • Online Community of Engaged “Do Gooders” Who Take Action Every Day to Support Causes Behavioral segment that cares about YOUR cause Subset that takes YOUR branded action Sub- subset that signs up for YOUR list Multi-Channel Donor Leads, Asking to be in Relationship with YOUR Nonprofit Paid Acquisition Model (cont’d)
    • Age Distribution Community Member Profile Gender 75% women Age (Average) 39 Education 67% college+ Annual HH Income 65% >$75,000 Charitable Giving 62% donors •  Demographics matter, too. •  But behavioral targeting matters more -- to find good donors
    • •  The host of an online community sends email alerts to members, urging them to click through to take actions •  Actions may be pledges, petitions, surveys, polls, quizzes, photo contests How it Works Paid Acquisition Model (cont’d)
    • The  contact  info  captured  includes  full  name,  email,   street  address,  state  and  zip  code.   •  Landing page features action that member is being urged to take •  It includes the nonprofit’s branding and approved content
    • •  After taking action, the person is invited to take the extra step of signing up for the nonprofit’s email list •  The invitation to subscribe includes the nonprofit’s logo and a sentence or two describing the content that the person will receive Paid Acquisition Model (cont’d)
    • Welcome Email Message to Online- Acquired Supporter •  Timeliness counts. Should be sent out within 24 hours of the new supporter’s having signed up for your list
    • Trying to Shortcut the 2-Step Fundraising Process: “End-of-Funnel” Donation Ask •  Petition action – good for advocacy, acquisition
    • “End-of-Funnel” Donation Ask (cont’d) •  Shown AFTER supporter signs up for list – so lead captured already •  Avoids recruiting least likely prospects – prompts them to unsubscribe •  Good cultivation for ALL prospects to see – not just those who donate •  But typically very few prospects are ready to donate yet, at this point
    • Question for YOU •  Poll Question 3: If your nonprofit organization engages in advocacy activities (e.g. petitions, calls to lawmakers, public comments), do you ask your donors to take action – and ask your advocacy supporters to donate? Or do you treat donors and advocacy supporters differently? A.  Yes we ask donors to take action, and action- takers to donate. B.  No, we treat them separately C.  Our organization does not engage in advocacy at all
    • A Key Principle •  A recent study proves what we have long suspected: Online advocacy and fundraising activities complement -- and reinforce -- each other
    • SOURCE: Charitable Memberships, Volunteering and Discounts: Evidence from a Large-Scale Online Field Experiment. May 2009, National Bureau of Economic Research, A. Lange, A. Stocking. Sample size = > 700,000 subjects. They are seven (7) times more likely to donate, compared to supporters who did not previously take an online action for the organization •  What is special about supporters who take online actions for a nonprofit – such as via pledge or petition campaigns? Online Action Campaigns Fuel Fundraising
    • Multichannel Conversion Strategies •  The welcome series (multi-channel)
    • Why Multichannel Conversion Matters 0   100   200   300   400   500   600   700   800   1   2   3   4   5   6   7   8   9   10  11  12  13  14  15  16  17  18  19  20  21  22   Other   Telemarke2ng   Direct  Mail   Online   •  Many online-acquired leads convert online; others via DM or telemarketing •  Vendor helps make multi-channel conversion possible by providing mailing addresses, along with email addresses, for leads recruited DonorConversions/Mo.
    • Multi-Channel Fundraising Case Study #1 Nature Conservancy Canada (NCC) is a leading environmental charity that conserves and protects areas of natural diversity
    • •  Channels Used –  Email, Direct Mail and Telemarketing •  Goals: •  Generate actions in support of NCC’s mission and to build loyalty •  Generate new donors •  Including new monthly sustainer donors Case Study
    • First welcome email Online Acquisition & Welcome Email Series 8,000 new supporters acquired from Care2 ! Teva Harrison From: TEST MESSAGE FROM: Nature Conservancy of Canada [supporter.services@natureconservancy.ca] Sent: March-26-2012 2:07 PM To: Teva Harrison Subject: Thank you for taking action to protect the Burrowing Owl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eva Harrison From: TEST MESSAGE FROM: The Nature Conservancy of Canada [supporter.services@natureconservancy.ca] Sent: March-26-2012 2:37 PM To: Teva Harrison Subject: The Leaflet, March 2011 - A ssstartling discovery, Old-growth forests 101, and more! !!! If you received this newsletter from a friend and would like to receive it directly from NCC, sign up here. March 2011 In this issue "!###$%&$'()*! +(#,-./&0!()!$1/! 2%+'%)+#!-3!"'2/&$%! 4'+5*&-6$1!3-&/#$#! 787! 91(#!:%&$1!;%0<!2/! %!3-&,/!3-&!)%$=&/! >-()!-=&!)/6! ?&/%$(./! ?-)#/&.%$(-)! ?1%''/)*/@! A1%$B#!1%CC/)()*! ()!0-=&!D/*(-)E! Sign in to MyNCC Donate Tell a friend A ssstartling discovery in the badlands of Alberta 4)!%!&%&/!#=))0! +%0!'%#$!3%''<!%! $/%F!-3!78! 2(-'-*(#$#!3&-F! GHI9JK"D<!L(#1! M!A('+'(3/!%)+!$1/! "'2/&$%! ?-)#/&.%$(-)! "##-,(%$(-)!#/$! -=$!$-!/NC'-&/! $1/!2%+'%)+#!-3!%! )/6'0!%,O=(&/+!P%$=&/!?-)#/&.%),0!-3!?%)%+%! QP??R!C&-C/&$0!()!"'2/&$%S!A1('/!$1/! '%)+#,%C/!,-)#(#$#!-3!$1/!$1/!#%F/!2/+&-,T!%#! 61/&/!+()-#%=&!2-)/#!1%./!2//)!3-=)+<!$1/#/! 2(-'-*(#$#!6/&/)B$!()$/&/#$/+!()!#=,1!+(#,-./&(/#S! UD/%+!F-&/V! Old-growth forests 101 The badlands of Alberta, where the team set out on their expedition (Photo by MULTISAR) Most recent newsletter ! Teva Harrison From: TEST MESSAGE FROM: Nature Conservancy of Canada [supporter.services@natureconservancy.ca] Sent: March-26-2012 2:16 PM To: Teva Harrison Subject: Teva: Make a Difference for Nature ! "#$%!&#'$(! )%#!*+,!-+.-#%.#/!$0+,1!12#!#.'3%+.4#.15!!"#$ %&'$(&&)*+,$-&"$.$/#.0'".1(#$2.%$3&$/.)#$.$ 3.+,*1(#$4*--#"#+5#6!&2#%#67!7+4#123.8!%#$9!12$1! *+,!-$.!/+!1+!2#9:!.$1,%#!%3821!.+;<! ! =$.$/$!2$7!7+4#!+>!12#!4+71!/%$4$13-!$./!-$:13'$13.8!9$./7-$:#7!+.!#$%12<!)./!;#?%#!2+4#!1+!7+4#! +>!12#!4+71!4$8.3>3-#.1!;39/93>#!>+,./!$.*;2#%#<!@,1!;#!4,71!:%+1#-1!31<! A,%!.$1,%#!37!-#.1%$9!1+!12#!=$.$/3$.!#B:#%3#.-#<!C167!:$%1!+>!+,%!3/#.131*<!&2#!D$1,%#!=+.7#%'$.-*!+>! =$.$/$!ED==F!2$7!0##.!;+%G3.8!1+!:%+1#-1!+,%!.$1,%$9!2#%31$8#!>+%!$94+71!HI!*#$%7<!C.!>$-1(!2#78#$ 9"&3#53#4$/&"#$3:.+$32&$/*((*&+$.5"#0!7+!>$%<! J9#$7#!/+.$1#!1+/$*!1+!2#9:!1237!34:+%1$.1!;+%G<!&2#%#!37!71399!7+!4,-2!4+%#!1+!/+<!)./!;#!.##/!1+! /+!31!.+;(!!"#$%"&'()*&($$&+,("<! ;&'$5.+$:#(9$9"&3#53$09#5*#0!93G#!J3:3.8!J9+'#%(!K+.$%-2(!J9$3.7!@37+.!+%!J$-3>3-!L$94+.!0*!4$G3.8!$! 83>1!1+/$*<! C.!=$.$/$(!;#6%#!9,-G*!1+!71399!2$'#!12#!+::+%1,.31*(!+.#!4$.*!-+,.1%3#7!2$'#!$9%#$/*!9+71(!1+!:%+1#-1! 12#!038!#B:$.7#7!+>!9$./!$./!;$1#%!12#7#!7:#-3#7!.##/!1+!7,%'3'#(!+%!#'#.!12%3'#<!!! J9#$7#!M+3.!,7<!<&,#3:#"=$2#$."#$.$-&"5#$-&"$+.3'"#>! ! L3.-#%#9*(! ! &#'$!N$%%37+.! =++%/3.$1+%(!K+.129*!O3'3.8!P!L:#-3$9!J%+M#-17! ! ! Q3#;!4#77$8#!3.!0%+;7#%! Donation appeal. Tested two versions: “Opportunity” and “Threat” Survey 0 4 wks2 wks
    • Direct Mail and Telemarketing 4 wks 6 wks Direct Mail Prospecting pieces PLATE1BLACKPLATE2MAGENTAPLATE3CYANPLATE4YELLOWL56091.QXDMAC To: From: I prefer to give through my credit card. Please charge my: Charitable registration # 11924-6544-RR0001. We are happy to issue an official tax receipt for donations of $10 or more — others on request. PLEASE RETURN THIS FORM WITH YOUR GIFT. DETACH FORM AT PERFORATIONS AND PLACE IN RETURN ENVELOPE SUPPLIED. DO NOT PEEL APART. THANK YOU FOR YOUR SUPPORT. Card # Expiry Date Email I prefer to give by cheque (made payable to the Nature Conservancy of Canada). Become a Monthly Donor! Please see over... DDoonnaattee oonnlliinnee aatt wwwwww..nnaattuurreeccoonnsseerrvvaannccyy..ccaa  Signature Please fill in your email address so we can keep you up-to-date with the latest NCC news electronically. Yes! I’d like to help save Canada’s rare and endangered species. Here is my tax-creditable gift of: Please use these labels for CD's, books, gifts, mason jars, etc... To: From: To: From: To: From: To: From: To: From: To: From: To: From: To: From: To: From: This belongs to: This belongs to: I support the Nature Conservancy of Canada I support the Nature Conservancy of Canada I support the Nature Conservancy of Canada I support the Nature Conservancy of Canada 36 Eglinton Avenue West, Suite 400, Toronto, ON M4R 1A1 Toll Free: 1-800-465-8005 Email: supporter.services@natureconservancy.ca Please do not forward cash. wwwwww..nnaattuurreeccoonnsseerrvvaannccyy..ccaa Mr. John Sample Wyers Direct 1128 Kingston Road Pickering, ON L1V 1B4 Mr. John Sample Wyers Direct 1128 Kingston Road Pickering, ON L1V 1B4 Mr. John Sample Wyers Direct 1128 Kingston Road Pickering, ON L1V 1B4 Mr. John Sample Wyers Direct 1128 Kingston Road Pickering, ON L1V 1B4 Mr. John Sample Wyers Direct 1128 Kingston Road Pickering, ON L1V 1B4 Mr. John Sample Wyers Direct 1128 Kingston Road Pickering, ON L1V 1B4 Mr. John Sample Wyers Direct 1128 Kingston Road Pickering, ON L1V 1B4 Mr. John Sample Wyers Direct 1128 Kingston Road Pickering, ON L1V 1B4 Mr. John Sample Wyers Direct 1128 Kingston Road Pickering, ON L1V 1B4 Mr. John Sample Wyers Direct 1128 Kingston Road Pickering, ON L1V 1B4 Mr. John Sample Wyers Direct 1128 Kingston Road Pickering, ON L1V 1B4 Mr. John Sample Wyers Direct 1128 Kingston Road Pickering, ON L1V 1B4 Mr. John Sample Wyers Direct 1128 Kingston Road Pickering, ON L1V 1B4 Mr. John Sample Wyers Direct 1128 Kingston Road Pickering, ON L1V 1B4 Mr. John Sample Wyers Direct 1128 Kingston Road Pickering, ON L1V 1B4 Mr. John Sample Wyers Direct 1128 Kingston Road Pickering, ON L1V 1B4 Mr. John Sample Wyers Direct 1128 Kingston Road Pickering, ON L1V 1B4 Mr. John Sample Wyers Direct 1128 Kingston Road Pickering, ON L1V 1B4 Mr. John Sample Wyers Direct 1128 Kingston Road Pickering, ON L1V 1B4 Mr. John Sample Wyers Direct 1128 Kingston Road Pickering, ON L1V 1B4 Mr. John Sample Wyers Direct 1128 Kingston Road Pickering, ON L1V 1B4 Mr. John Sample Wyers Direct 1128 Kingston Road Pickering, ON L1V 1B4 Mr. John Sample Wyers Direct 1128 Kingston Road Pickering, ON L1V 1B4 Mr. John Sample Wyers Direct 1128 Kingston Road Pickering, ON L1V 1B4 Mr. John Sample Wyers Direct 1128 Kingston Road Pickering, ON L1V 1B4 Mr. John Sample Wyers Direct 1128 Kingston Road Pickering, ON L1V 1B4 Mr. John Sample Wyers Direct 1128 Kingston Road Pickering, ON L1V 1B4 Mr. John Sample Wyers Direct 1128 Kingston Road Pickering, ON L1V 1B4 Mr. John Sample Wyers Direct 1128 Kingston Road Pickering, ON L1V 1B4 Mr. John Sample Wyers Direct 1128 Kingston Road Pickering, ON L1V 1B4 Mr. John Sample Wyers Direct 1128 Kingston Road Pickering, ON L1V 1B4 Mr. John Sample Wyers Direct 1128 Kingston Road Pickering, ON L1V 1B4 Mr. John Sample Wyers Direct 1128 Kingston Road Pickering, ON L1V 1B4 Mr. John Sample Wyers Direct 1128 Kingston Road Pickering, ON L1V 1B4 Mr. John Sample Wyers Direct 1128 Kingston Road Pickering, ON L1V 1B4 Mr. John Sample Wyers Direct 1128 Kingston Road Pickering, ON L1V 1B4 Mr. John Sample Wyers Direct 1128 Kingston Road Pickering, ON L1V 1B4 Mr. John Sample Wyers Direct 1128 Kingston Road Pickering, ON L1V 1B4 $35 $50 $100 I prefer to give: $__________ Mr. John Sample Wyers Direct 1128 Kingston Road Pickering, ON L1V 1B4 Mr. John Sample Wyers Direct 1128 Kingston Road Pickering, ON L1V 1B4 Mr. John Sample Wyers Direct 1128 Kingston Road Pickering, ON L1V 1B4 999999999-09 P1B 685-DW-T Telemarketing calls Dear fellow Canadian, Let me paint a scene for you. A Grizzly paces back and forth, several metres from the busy road. He is agitated and frustrated, wanting to move forward to new feeding grounds on the other side of the highway but is disturbed by the cars and noise. He snorts his irritation and slowly turns back to return the way he came. This Grizzly’s situation is not unique. Roads, habitat destruction and other human impacts are seriously fragmenting and reducing the remaining habitat for Canada’s Grizzly Bear population. In fact, the Grizzly has already disappeared from the prairies. And we have no viable options left today for reintroduction. Did you know that Grizzlies have been wiped out from an estimated 50 percent of their previous range globally, and they’ve lost 98 percent of their range in the lower 48 United States? Grizzlies are a symbol of our great wilderness. And as Canadians, we are lucky that we still have the opportunity to protect our native wild animals — an opportunity that has been lost in many other countries around the world. But only if we act now! That’s where the Nature Conservancy of Canada (NCC) comes in. We are Canada’s leading national charity dedicated to the direct protection of significant, threatened habitat across the country. We work on private land with willing sellers, securing the land by purchase, through donation or by putting conservation agreements in place that will protect the land – and the species it supports. Since 1962, with the support of our partners, NCC has helped to protect more than 2 million acres of ecologically significant land nationwide. If we want the Grizzly to survive, it’s crucial that we protect the natural spaces where it ranges. That’s why I’m writing to you now. Please, will you send a donation of $35, $50 or $100 today to help protect Grizzlies and other species at risk? The land we conserve will give these amazing animals a chance to recover their dwindling population and help to protect these Canadian treasures for us and for our children. The fragmentation of Grizzly habitat and their population is a major threat. Grizzlies require vast tracts of land to survive and thrive as a species — the home Will North America’s Grizzlies take their last stand here in Canada? Over, please… 36 Eglinton Avenue West, Suite 400 • Toronto, ON M4R 1A1 Toll Free: 1-800-465-8005 Email: supporter.services@natureconservancy.ca • Website: www.natureconservancy.ca S 5 wks
    • Cost to acquire = $20,000 Cost of DM and TM outreach = $34,284 Total Cost = $54,284 Total Revenue = $28,219 Net Annualized Cost Per Donor Acquired: $35.39 Net Annualized Cost Per Sustainer Acquired: $195.06 Average Gifts: One-Time: $47.53 Monthly: $16.28 / month Telemarketing & DM 6.1 % conversion rate •  Including one-time donors and monthly sustainers (≈10 gifts/yr) •  Converted 88 to monthly sustainers so far Case Study Results Results 11 Months After Acquisition
    • Multi-Channel Fundraising Case Study #2 Covenant House provides loving care and vital services to homeless, abandoned, abused, trafficked, and exploited youth.
    • •  Channels Used –  Email and Telemarketing •  Goals: •  Add new one-time donors •  Add new monthly sustainer donors Case Study
    • Online Acquisition & Welcome Series 0 4 wks2 wks 2 Video Stories 1st Welcome Email 54,000 new supporters acquired from Care2 Donation Appeal
    • Telemarketing 4 wks 8 wks6 wks Advocacy + Bed/ Blanket Appeal Calls occurred during Oct – Dec 2013. In the end, only 30% of planned calls were made due to time constraints and strategy. Advocacy + Bed/ Blanket Appeal Hurricane Sandy Appeal Hurricane Sandy Appeal
    • December Email Appeals Emails were sent throughout December 2013 8 wks 10 wks Holiday Appeal Bed & Blanket Appeal Kevin’s Letter Gift Catalog Year-End Appeal 1 Year-End Appeal 2 12 wks
    • •  With $24K in revenue after three months, Covenant House had already recovered 1/3 of the cost to acquire the online donor prospects •  624 of the prospects (1.6%) had already converted into donors within the first three months, and 11 of these donors were monthly sustainers with a higher value –  It seems likely that they would have had even more donor conversions if the organization used Direct Mail as part of its mix. •  Roughly 80% of the Hurricane Sandy donors made a subsequent donation during the year-end appeals •  Covenant House still has more than 30,000 donor prospects on which to try telemarketing Case Study – Key Results and Lessons Learned
    • Tip: Speed (Recency) Matters •  LGBT advocacy organization Human Rights Campaign reported donor pledge rates via telemarketing were >30 percent higher for newly acquired online leads if phone outreach took place within first four months after acquisition. Source: 5700 phone contacts (over 12 mo.) with HRC supporters who were recruited by Care2.
    • •  HRC’s acquisition campaign with Care2 included an optional field for people to indicate if they were themselves LGBT or not. This information enabled HRC to do targeted Direct Mail pieces Campaign Package Approach Response Traditional 0.26% September 2010 Targeted 0.61% Traditional 0.35% February 2011 Targeted 0.57% Traditional 0.12% Grand Total 0.32% •  DM packages with targeted (straight vs. LGBT) messaging strongly out-performed the non-targeted packages Tip: Donors and Information from One Channel Can Feed Another Channel
    • Caveats About Multi-channel Fundraising •  “Multi-channel donors are not always more valuable than single-channel donors” •  Among donors to CARE making two or more gifts, multi-channel donors were only $19 more valuable ($187 vs. $168) •  Among CARE donors with  highest  previous  gids  between   $500  and  $999,  single-­‐channel  donors  were  actually  worth   slightly  more   •  SOURCE: M+R’s Sarah DiJulio and Steve Daigneault, from presentation Bridge 2013 conference Ø  Another Caveat •  It’s not magic; and there is no free lunch. •  Patience, effort and trial-and-error testing are all required!
    • Question for YOU •  Poll Question 4: How many donations appeals do you send (via all channels) to your donors and supporters each year? A.  Zero to Six times per year B.  Seven to 12 times per year C.  13 to 18 times per year D.  19 to 24 times per year E.  25 or more times per year
    • “How many fundraising emails should you send per year?” (Hint: A lot) “Email marketing is mainly a numbers game.” “…You typically have a huge advantage in the long term if you own the email list, as opposed to renting a Direct Mail list for acquiring new supporters. This is mainly because owning a list of opted-in supporters gives you the opportunity to develop a deeper relationship over time with these people – and to be a lot more aggressive with the frequency of your donation appeals because you've already established brand recognition and trust…” “In short, more good emails = more revenue.” “If you look at the latest M+R Benchmark study, the number of donation appeals sent per year to nonprofit supporters averages about 24. If you break that down, it's two per month, on average.” --Justin Perkins (Care2), from 8/28/13 Frogloop.com blog post “How many fundraising emails should you send per year?”
    • Thanks! Clint O’Brien clint@care2team.com @care2team 202-785-7308 Website: www.care2team.com
    • Resources Online Marketing Benchmark Study for Nonprofits (by Blackbaud) •  www.blackbaud.com/nonprofit-resources/onlinemarketingstudy 2013 eNonprofit Benchmarks Study (by M+R and NTEN) •  www.e-benchmarksstudy.com Frogloop – blog for nonprofit fundraising pro’s (by Care2) •  www.frogloop.com Justin Perkins’ Frogloop post “How many fundraising emails should you send per year?” •  http://www.frogloop.com/care2blog/2013/8/28/how-many- fundraising-emails-should-you-send-a-year.html Justin Perkins’ ROI calculator •  http://www.frogloop.com/breakeven-roi-calculator