Multi-channel Acquisition - NPCA Case Study
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  • EM and TM includes stats for both the Sept/Dec and April/May/June campaigns, but DM only has returns for October, not May/June. Total rev/donor based on full EM and TM and just October DM stats.Overcoming bias that they’re online people and only perform online Ok to put them in EM and DM because they do perform, group C didn’t have as many opptys to give, lower overall reve/donorBy channel, the cost to acquire a donor was: $77.07 (EM), $45.35 ( TM) and $8.99 (DM).
  • EM and TM includes stats for both the Sept/Dec and April/May/June campaigns, but DM only has returns for October, not May/June. Total rev/donor based on full EM and TM and just October DM stats.
  • 44 new members, 4 of whom are sustainers. Open rates continue to be strong with an average of 17.56% and an avg. 6.21% click through rate. New members are joining with an average gift of $21.41 and a response rate of 0.17%. By comparison, other acquisition efforts (with the exclusion of year-end), average a 0.04% response and $28.92 avg. gift.

Multi-channel Acquisition - NPCA Case Study Presentation Transcript

  • 1. t
    Activists don’t like silos:
    How To Apply a Multi-channel Approach to Converting Them to Donors
    Presented by:
    Laura Connors, National Parks Conservation Association
    Barb Perell, Avalon Consulting
  • 2. NPCA Overview
    Acquisition Program
  • 3. NPCA Overview
    Our Mission
    To protect and enhance America's national parks for present and future generations.
    What We Do
    Advocate for the national parks and the National Park Service.
    Educate decision makers & the public about the importance of preserving the parks.
    Help convince members of Congress to uphold the laws that protect the parks and to support new legislation to address threats to the parksand fight attempts to weaken these laws in the courts.
    Assess the health of the parks and park management to better inform our advocacy work.
  • 4. NPCA Members
    Our Constituents
    340,000 members, give $15+ to receive magazine
    44% age 65+
    60,000 with email addresses
    39,000 online donors
    330,000 online subscribers/activists
    38% age 65+
    114,000 have taken at least 1 action
    All support NPCA because they love national parks!
  • 5. Income by Channel
    • Direct mail remains the major income channel.
    • 6. Web giving shows great potential for growth with a more structured solicitation program in place.
  • Why Multi-Channel Giving
    Members included were active within 12 months at the start of FY11, had a highest previous contribution of less than $1,000 and had given 3 or more direct marketing gifts over their entire membership lifetime.
  • 7. Acquisition Control Packages
  • 8. Activist Conversion Test
    Mail, Phone, Web
  • 9. Test Channels to Convert Online Activists
    • Wave one of the Online Activist Conversion test was conducted to gauge the response of activists to email acquisition, telemarketing acquisition and direct mail acquisition contacts.
    • 10. We wanted to see which channels and which mix of channels was most effective in converting online activists.
    • 11. The online activist file was modeled and the 45,000 names most likely to respond to an acquisition ask were split into three groups of 15,000 each.
  • Online Activist Strategy
    • Wave one of the Online Activist Conversion test was conducted to gauge the response of activists to email acquisition, telemarketing acquisition and direct mail acquisition contacts.
    • 12. We wanted to see which channels and which mix of channels was most effective in converting online activists.
    • 13. The online activist file was modeled and the 45,000 names most likely to respond to an acquisition ask were split into three groups of 15,000 each.
  • Online Activist Conversion Results
    • The pre-emails had a 0.05% response rate for both groups and $23.07avg. gift (higher than the non-modeled group)
    • 14. The group that got the direct mail acquisition and the pre-email had a slightly higher response rate.
  • Online Activist Conversion Results
    On the TM acquisition both groups (A=email and mail, B=just mail) had nearly identical results on the phone.
    The post-emailwas the last contact in the series. Group B (mail, phone, email) had a slightly stronger response rate than Group C (just 2 emails)
  • 15. Overall Results by Channel
    Main takeaway: online activists are not necessarily online-only people. Yes, they perform online, but it’s OK to put them in other channels because they do respond and you want multi-channel givers. Notice group C didn’t have as many opportunities to give and has the lowest overall revenue/donor.
  • 16. Regular Conversion Program
    Online
  • 17. Regular Conversion Program/Testing
    Message testing – institutional vs. urgent issue
    Day of week testing – weekday vs. weekend
    Testing lapsed donors in acquisition vs. appeal
    Testing top activists in appeals
  • 18. Automate an Online Welcome Series
    The Online Welcome Series includes the following:
    Week 1: Welcome
    Week 2: Quiz
    Week 3: Take Action
    Week 4: Ask
    Acquisition (non-donors), Sustainer ask (donors)
    Week 8: Sustainer ask (non-donors who didn’t respond to the acquisition)
  • 19. Online Welcome Series (cont’d.)
    Because we communicate with a new prospect within a week of acquiring their email address, our unsubscribe and bounce rates are consistently low.
    Open rates average 17.56% and the series has an avg. 6.21% click through rate.
    Click through rates are particularly high on both advocacy and survey emails.
    New members are joining with an avg. gift of $21.41 and a response rate of 0.17%.
    By comparison, other acquisition efforts avg. a 0.04% response and $28.92 avg. gift.
  • 20. Online Welcome Series Challenges
    • Lay out detailed logistics first and ensure your data flow works in terms of who gets what messages when, whether and when welcome series recipients should be suppressed from other communications, etc.
    • 21. Can be tricky to make changes (i.e. you may have to re-set all queries), so you’ll want to use evergreen copy and art.
    • 22. Because of so many moving parts and often smaller quantities with each send, it can be difficult to do head-to-head testing on the series.
    • 23. Meticulous tracking is needed on opens, click throughs, response, bounce and unsubscribe information to ensure you know what’s working and what’s not.
  • Coordination with Advocacy
    How to play well together
  • 24. List acquisition through advocacy
    • Acquired new activist through funding issue.
    • 25. Chose not to put them through generic welcome series and instead sent them continued communications related to the specific issue that brought them on in the first place.
    • 26. Same goal accomplished, but also helped achieve advocacy goals.
  • Coordinating conversion and advocacy
    • In addition to holding these new activists out of the Welcome Series, we had to be cognizant of other acquisition strategies not interfering.
    • 27. Donors had received a direct mail piece with a follow up email petition and an email follow up ask, but non-donors had been receiving messaging on our funding issue, so it didn’t make sense for them to get the same message as donors.
    • 28. We coordinated so there wasn’t audience overlap and that the non-donors still received the funding petition AND received a follow up ask slightly tweaked to fit with the funding petition message.
    • 29. The result is that we didn’t confuse the non-donors who were getting funding action alerts and didn’t confuse donors by continuing to coordinate the messaging they got in the mail.
  • Coordinate donation asks with actions
    Tested asking for a donation right after an action vs. 1 week later.
    Non-donor activists responded more to the immediate ask
    Coordinated fundraising asks followed by action alerts and immediate fundraising ask after completed action.
  • 30. Test conversion messaging
    Tested acquisition messaging between institutional and urgent issue.
    There was no significant difference in performance between the two, proving we could message newer prospects on urgent issues if they came up rather than rely on just institutional messaging.
    Was an opportunity to message on urgent Grand Canyon issue since we weren’t going to be in the mail on that issue for months. It also allowed better coordinate with heavy advocacy messaging around the same issue.
  • 31. Acquisition Best Practices: Online
    Test what channels and what mix of channels convert your activists best.
    Regularly send online conversions to non-donors on your list, testing messaging and techniques along the way.
    Automate a welcome series to communicate early with new email list subscribers
    Recruit new activists through through 3rd party sites and message to them on the action they joined you on.
    Test asking activists for a donation immediately after they take action.
  • 32. Thank you!
    Questions?
    Laura Connors
    Deputy Vice President for Membership
    NPCA
    lconnors@npca.org
    Barb Perell
    Vice President of Online Services
    Avalon Consulting
    barbp@avalonconsulting.net