Care2 Frog Loop Advocacy M+R Strategies Final


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This presentation covers the benefit of nonprofit advocacy as a means of cultivating donors, and discusses strategies for fundraising and advocacy such as taking advantage of current events and news cycles for improving nonprofit campaign results.

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  • * This recent data for the first time proves something we’ve known all along: Conducting online action campaigns (which is Care2’s specialty) is a powerful way to identify, recruit and cultivate donor leads.* This is because people who take action are among the most predisposed to taking the extra step of donating money to a nonprofit cause that they care about.
  • Care2 Frog Loop Advocacy M+R Strategies Final

    1. 1. Connecting Online Advocacy to Fundraising<br />January 26, 2010<br />Steve Daigneault, VP eCampaigns, M+R Strategic Services(Amnesty International USA) <br /><br />Mark Davis, Director Technical Solutions,<br />Justin Perkins, Director of Nonprofit Strategy,<br />
    2. 2. Using WebEx<br />Chat & raise hand<br />If you are having internet audio problems, you can dial in using a landline 1-408-792-6300 Event Number: 668 664 929 <br />If you lose your internet connection, reconnect using the link emailed to you.<br />WebEx Support: 1-866-229-3239<br />
    3. 3. This Webinar is being Recorded<br />The webinar will be available on the Frogloop blog at<br />You will receive a link to this presentation following the webinar.<br />Tweeting the webinar? Use the Twitter hashtag: #Care2<br />
    4. 4. Agenda<br />Introductions<br />Advocacy Overview and Industry Benchmarks<br />The “Issues Du Jour” Concept and Case Studies<br />Connecting Advocacy and Fundraising Best Practices<br />Case Study Discussions<br />
    5. 5. Key Participant Take-Aways<br />
    6. 6. Advocacy Overview and Industry Benchmarks<br />Mark Davis, Director Technical Solutions, Blackbaud<br />
    7. 7. Key Ingredients for Online Advocacy<br />
    8. 8. Comparing Email Response Rates<br /><ul><li>Advocacy–based Email Response Rates Outpace all Other Types </li></ul>Source: M&R Strategies: 2009 eNonprofit Benchmarks Study<br />
    9. 9. Online Advocacy Versus Other Outreach Requests<br /><ul><li>Online Advocacy Call-to-Actions have the Highest Response Rates</li></ul>Source: M&R Strategies: 2009 eNonprofit Benchmarks Study<br />
    10. 10. Who are Your Activists?<br /><ul><li>Most of your activists take action one-time.
    11. 11. Need to identify and cultivate your super-activists.</li></ul>Source: M&R Strategies: 2009 eNonprofit Benchmarks Study<br />
    12. 12. Online Action Campaigns Fuel Fundraising<br />Activists are seven (7) times more likely to donate, compared to supporters who did not previously take an online action for the organization<br />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. <br />
    13. 13. Targeting the Right Activists for Fundraising Appeals<br />
    14. 14. The “Issues Du Jour” Concept and Case Studies<br />Steve Daigneault, M+R Strategic Services(Formerly Amnesty International USA)<br />
    15. 15. What is “Issue Du Jour”?<br />Relevance required for any online engagement<br />No one cares about yesterday’s newspaper<br />Make sure your message isn’t yesterday’s news<br />Immediacy is Required for Online Advocacy and Fundraising<br />
    16. 16. Imperfect/On-time is Better Than Perfect/Late<br />Open rate: 30% (vs. 13%)<br />Response rate: 25% (vs. 10%)<br />
    17. 17. Show Relevance Link to News Articles & Reports<br />
    18. 18. Real News is Always Better than Fake news.<br />Action items tied to specific news yields double the response rate of non-specific stories<br />
    19. 19. Real News Requires a Real Plan<br />
    20. 20. Show Success and Movement<br />
    21. 21. This action raised more money than a straight up appeal <br />Advocacy + WHAT? = Money<br />
    22. 22. Integrate: Capture Them After They Act<br />$13K action on SuuKyi VS. $6K appeal on Sri Lanka<br /><ul><li>Same time frame, same list.</li></li></ul><li>Action on 11/3 followed by appeal on 11/6<br />Include appeals for funds in footers of actions…<br />…add a P.S. to success report backs on actions.<br />Integrate: Remind Them Your Mission Needs Money.<br />
    23. 23. Turning actions into money<br /><ul><li>News: drop scheduled stuff to respond.
    24. 24. Tell them your plan.
    25. 25. That Moment: after they act, ask them to give.
    26. 26. Integrate: actions + fundraising = Oreos + milk.
    27. 27. Case for action = case for giving: know it!
    28. 28. Report back: even if mixed.
    29. 29. Show success.</li></li></ul><li>What about Social Media?<br />Hundreds of millions on Facebook, Twitter and YouTube <br />Great integration of actions = +10% lift <br />Relevance still essential<br />
    30. 30. Next Steps: Building a Program<br />Answer: what is happening today that most people know about that is directly relevant to my mission?<br />Develop a campaign around this issue / concept<br />Set a goal: what can you achieve that will help move your mission forward?<br />Develop a message calendar<br />Plan actions that go from easy to hard<br />Tell them what happened<br />
    31. 31. Additional Case Study Examples<br />Mark Davis, Director Technical Solutions, Blackbaud<br />
    32. 32. Common Cause – Micro-Campaign Site<br />Over 50,000 Emails and Beat Fundraising Goals<br />Map Mash-up Provides Interactivity<br />
    33. 33. International Fund for Animal Welfare – Year-End Appeal<br />Target Appeals based on Advocacy Interest<br />Tie Donation to Specific Action<br />
    34. 34. IFAW – Welcome Campaign<br />Automated Welcome Campaign Series to Convert Facebook, Event, Website, and Advocacy Subscribers to Donors<br />Average Email Donation Conversion: 0.13% (from M&R Benchmark Study<br />IFAW Welcome Campaign Success 10-20X Average Conversion Rates<br />
    35. 35. Equality California – “No on 8” Wedding Registry<br />Over 1,700 Couples Raising Over $1M Online<br />
    36. 36. Questions and Answers<br />Want to Contact Us?<br />Steve Daigneault-<br />Mark Davis -<br />Justin Perkins-<br />