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Fast, Cheap, and Under Control

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bbcon 2013

bbcon 2013

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  • 1. 10/1/2013 #bbcon 1 Fast, Cheap and Under Control Online Advocacy as an Acquisition Engine PRESENTED BY SARAH DIJULIO & CLINT O’BRIEN
  • 2. 10/1/2013 #bbcon 2 TWEET ABOUT THIS SESSION #FASTCHEAP @MRCAMPAIGNS @CARE2
  • 3. • 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
  • 4. 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
  • 5. Online Donor Acquisition Strategies -- Compared PRICE VOLUME SEM Google Grants SEO Email List Sharing Social Media Email Append Paid Acquisition
  • 6. The Paid Acquisition Model
  • 7. 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
  • 8. + = • 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
  • 9. 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)
  • 10. • 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)
  • 11. 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
  • 12. • 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)
  • 13. October 2012 Event: Hurricane Sandy Hits New York and New Jersey Hard • Huge news coverage • Covenant House decided to launch an “emergency donor appeal” targeting (among others) 40K just-recruited Care2 members “Seizing the Moment”
  • 14. • Covenant House in Sept/October of 2012 acquired 40K Care2 supporters • CH received 624 donations, worth $24,000, after 3 mo. • 11 of the new donors were monthly donors • Total Cost = $70,000 • Profit = ($46,000) • Investment per donor acquired (after 3 mo.) = $73.70 • ROI = Still negative but trending well; should turn positive by Jan. 2014. Covenant House Hurricane Sandy Campaign - Results
  • 15. Ongoing Major Event: Civil War in Syria • Huge news coverage. • IRC decided to launch an “emergency donor appeal” targeting IRC supporters and Care2 members • Appeal sent in early September 2013 (last month) “Seizing the Moment”
  • 16. • Chaperoned, IRC- branded email sent to 235,547 Care2 members who took prior disaster relief action • 48,645 opens (21.08% open rate) • 1,288 clicks ( Click-to- Open Rate = 2.59%, Click- to-Sent Rate = 0.55% ) • 74 donations, worth $7.733 (avg gift = $104.50) • Total Cost = $7,500 • Profit = $233 • ROI after 1 mo. = 3% • All donors were new donors for IRC IRC Syria Campaign - Results
  • 17. March 2013 Event: Poachers slaughter 86 elephants in Chad • Some news coverage by The Guardian, National Geographic, etc. • IFAW decided to launch an “emergency donor appeal” targeting IFAW supporters and Care2 members “Seizing the Moment”
  • 18. • Chaperoned, IFAW- branded email appeal sent to 276,705 Care2 members who had taken action previously to help wildlife • 85,141 opens (30.77% open rate) • 4,456 clicks ( Click-to- Open Rate = 5.23%, Click-to-Sent Rate = 1.61% ) • 949 donations, worth $34,712 • Total Cost = $10,000 • Profit = $24,712 • ROI = 147% IFAW Elephant Campaign - Results
  • 19. Trying to Shortcut the 2-Step Fundraising Process: “End-of-Funnel” Donation Ask • Petition action; good for advocacy AND acquisition
  • 20. “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
  • 21. 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
  • 22. 6.4 million Advocacy Actions $61.3 million in 12 Months
  • 23. Spend smart.
  • 24. Page 26 A Few Paid Advertising Advocacy Options
  • 25. Page 27 Paid Ad(vocacy) Return on Investment (ROI) $1.31 $2.09 $1.54 $1.43 $1.60 $1.31 $0.40 $- $0.50 $1.00 $1.50 $2.00 $2.50 2006 2007 2008 2009 2010 2011 2012 Online Offline
  • 26. Page 28 Paid Ad ROI: 2006 Buys $4.11 $3.84 $3.69 $2.43 $1.35 $0.80 $0.00 $0.50 $1.00 $1.50 $2.00 $2.50 $3.00 $3.50 $4.00 $4.50 Online Offline
  • 27. Page 29 Facebook Promoted Posts
  • 28. Page 30
  • 29. Page 31 Turn on a dime.
  • 30. Page 32
  • 31. Page 33 Breaking: President Obama’s Marriage Announcement
  • 32. Page 34
  • 33. Pedal. Harder.
  • 34. Page 36 Advocacy Lightbox
  • 35. Page 37 Advocacy Lightbox
  • 36. Page 38 Advocacy Quiz
  • 37. Page 39
  • 38. Page 40 Optimize Your Advocacy Form
  • 39. Page 41 Optimize Your Post-Action Form
  • 40. Page 42 Cross-Promotion
  • 41. Page 43 Cross-Promos vs. Paid Ads $ Raised / Subscriber $- $2.00 $4.00 $6.00 $8.00 $10.00 $12.00 $14.00 $16.00 $18.00 2006 2007 2008 2009 2010 2011 2012 Paid Ad Cross Promotion
  • 42. Page 48
  • 43. Page 49 THANK YOU!! SARAH DIJULIO SDIJULIO@MRSS.COM 202-478-6170 CLINT O’BRIEN CLINT@CARE2TEAM.COM 202-785-7308

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