Care2 Frog Loop Advocacy M+R Strategies Final

Connecting Online Advocacy to Fundraising
January 26, 2010
Steve Daigneault, VP eCampaigns, M+R Strategic Services(Amnesty International USA)
sdaigneault@mrss.com
Mark Davis, Director Technical Solutions, Blackbaudmark.davis@blackbaud.com
Justin Perkins, Director of Nonprofit Strategy, Care2justin@care2team.com

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Agenda
Introductions
Advocacy Overview and Industry Benchmarks
The “Issues Du Jour” Concept and Case Studies
Connecting Advocacy and Fundraising Best Practices
Case Study Discussions

Key Participant Take-Aways

Advocacy Overview and Industry Benchmarks
Mark Davis, Director Technical Solutions, Blackbaud

Key Ingredients for Online Advocacy

Comparing Email Response Rates
Advocacy–based Email Response Rates Outpace all Other Types
Source: M&R Strategies: 2009 eNonprofit Benchmarks Study

Online Advocacy Versus Other Outreach Requests
Online Advocacy Call-to-Actions have the Highest Response Rates

Who are Your Activists?
Most of your activists take action one-time.
Need to identify and cultivate your super-activists.

Online Action Campaigns Fuel Fundraising
Activists are seven (7) times more likely to donate, compared to supporters who did not previously take an online action for the organization
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.

Targeting the Right Activists for Fundraising Appeals

The “Issues Du Jour” Concept and Case Studies
Steve Daigneault, M+R Strategic Services(Formerly Amnesty International USA)

What is “Issue Du Jour”?
Relevance required for any online engagement
No one cares about yesterday’s newspaper
Make sure your message isn’t yesterday’s news
Immediacy is Required for Online Advocacy and Fundraising

Imperfect/On-time is Better Than Perfect/Late
Open rate: 30% (vs. 13%)
Response rate: 25% (vs. 10%)

Show Relevance Link to News Articles & Reports

Real News is Always Better than Fake news.
Action items tied to specific news yields double the response rate of non-specific stories

Real News Requires a Real Plan

Show Success and Movement

This action raised more money than a straight up appeal
Advocacy + WHAT? = Money

Integrate: Capture Them After They Act
$13K action on SuuKyi VS. $6K appeal on Sri Lanka
Same time frame, same list.

Action on 11/3 followed by appeal on 11/6
Include appeals for funds in footers of actions…
…add a P.S. to success report backs on actions.
Integrate: Remind Them Your Mission Needs Money.

Turning actions into money
News: drop scheduled stuff to respond.
Tell them your plan.
That Moment: after they act, ask them to give.
Integrate: actions + fundraising = Oreos + milk.
Case for action = case for giving: know it!
Report back: even if mixed.
Show success.

What about Social Media?
Hundreds of millions on Facebook, Twitter and YouTube
Great integration of actions = +10% lift
Relevance still essential

Next Steps: Building a Program
Answer: what is happening today that most people know about that is directly relevant to my mission?
Develop a campaign around this issue / concept
Set a goal: what can you achieve that will help move your mission forward?
Develop a message calendar
Plan actions that go from easy to hard
Tell them what happened

Additional Case Study Examples
Mark Davis, Director Technical Solutions, Blackbaud

Common Cause – Micro-Campaign Site
Over 50,000 Emails and Beat Fundraising Goals
Map Mash-up Provides Interactivity

International Fund for Animal Welfare – Year-End Appeal
Target Appeals based on Advocacy Interest
Tie Donation to Specific Action

IFAW – Welcome Campaign
Automated Welcome Campaign Series to Convert Facebook, Event, Website, and Advocacy Subscribers to Donors
Average Email Donation Conversion: 0.13% (from M&R Benchmark Study
IFAW Welcome Campaign Success 10-20X Average Conversion Rates

Equality California – “No on 8” Wedding Registry
Over 1,700 Couples Raising Over $1M Online

Questions and Answers
Want to Contact Us?
Steve Daigneault- sdaigneault@mrss.com
Mark Davis - mark.davis@blackbaud.com
Justin Perkins- justin@care2team.com

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Care2 Frog Loop Advocacy M+R Strategies Final

by Care2.com and frogloop.com (blog) on Jan 29, 2010

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Care2 Frog Loop Advocacy M+R Strategies Final — Presentation Transcript