'Converting likes to cash' FF Amsterdam

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'Converting likes to cash' FF Amsterdam

  1. 1. Converting ‘likes’ to cash
  2. 2. What is lead conversion?• It’s interacting with supporters and potential supporters• Fundamentally, it’s about meeting someone where they’re at, and building a relationship that moves them• Having a ‘funnel’ in place to move them along each of the stages in the relationship
  3. 3. So what are we going to do today?• Look at the stages someone goes through between ‘lead’ and committed• Think together about how we can move them to the next stage
  4. 4. Exercise• A model to help us think through the stepsAdapted from presentations from Bill Toliver, The Matale Line
  5. 5. An exampleDonors to similar Facebook ‘likers’ Petition signers One-time €2,00organisations SMS campaignMothers with Email sign-ups Inquirers donorsnewborns“There are so many “Somebody should “I believe in this and “I can miss a fewproblems in the do something about I want to show my euros to supportworld. Why even that” support.” this. Just this once.”bother?”Ask them to share Sign a petition or take a Update them on the “Great that youtheir thoughts or story pledge results of the action rescued one baby. Invite them to an event Give them the chance Why not oneUpload a pic of their Ask they what they to donate specifically babyevery month?”new baby consider most for the important campagne/projectVia the channel they Via FB Call to update them Telephoneuse (FB, email, etc.) Via email, etc. Personal email Email Via an exclusive MailVia our website event of email group As personally as possibleThey start to think Via participation They are now very They decide that yourabout the issue/your interested and org does great workwork that they actively begin to feel a part involved in a particular and is importantThey feel more involvedand less powerless of the solution issue or campagne enough to them to financially commit
  6. 6. ExerciseStep 1: Who are our leads?
  7. 7. ExerciseStep 2: Where do they fall in their relationship to us? Donors to similar Facebook ‘likers’ Petition signers One-time SMS organisations donors
  8. 8. ExerciseStep 3: What is the current mindset of each group? Donors to similar Facebook ‘likers’ Petition signers One-time SMS organisations donors “There are so many “Somebody should do “I believe in this and I “This is a good action. I’ll problems in the world. something about that” want to show my make a small donation to Why even bother?” support.” help with the costs.”
  9. 9. Exercise (in groups?)Step 4: Think of what specifically you can ask these constituents(to do) to move, motivate and involve them Donors to similar Facebook ‘likers’ Petition signers One-time SMS organisations donors “There are so many “Somebody should do “I believe in this and I “This is a good action. I’ll problems in the world. something about that” want to show my make a small donation to Why even bother?” support.” help with the costs.”
  10. 10. Exercise (in groups?)Step 5: And think about how you will ask them, and with whatresult Donors to similar Facebook ‘likers’ Petition signers One-time SMS organisations donors “There are so many “Somebody should do “I believe in this and I “This is a good action. I’ll problems in the world. something about that” want to show my make a small donation to Why even bother?” support.” help with the costs.”
  11. 11. What kind of results?• Amnesty Denmark: has built a list of 30.000 SMS action subscribers
  12. 12. Amnesty DK SMS activist network• 21% conversion on SMS leads to donor
  13. 13. Peta UK’s Animals in Labs campaign • 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)Source: http://www.slideshare.net/Care2Team/converting-online-campaigners-into-donors
  14. 14. Greenpeace UK Save the Arctic• Greenpeace’s biggest ever campaign• Aimed to sign up 1 million people globally by the end of 2012• Convert 21,400 of these to new regular giversSource: http://www.slideshare.net/Care2Team/converting-online-campaigners-into-donors
  15. 15. 34942 actions – 916 donations – 2.62% conversionSource: http://www.slideshare.net/Care2Team/converting-online-campaigners-into-donors
  16. 16. Some tips for better resultsConversion begins at the very first impression. Make iteasier by ensuring that you have the basics in place inyour supporter channels
  17. 17. Some tips for better results• Communicate your case (the need and how you help to meet it)
  18. 18. Some tips for better results• Social media is all about interaction. Use it to answer the questions and concerns of your supporters.
  19. 19. Some tips for better results• Be memorable and inspiring!
  20. 20. Some tips for better results• Make it easy and attractive to donate (through Facebook, petitions, etc.)
  21. 21. Some tips for better results • It’s all about the supporter, not about the organisation“It’s not the fundraiser who changes the world. It’s the donor.” - Elsbeth Takkenberg
  22. 22. Some tips for better results• Have your conversion programme ready!

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