Online and telephone integrationPresentation Transcript
20 Quick Ways to turbo-charge your online fundraising and campaigning by combining it with the telephone! Mike Johnston, HJC and Andrew Bales, Amnesty International Canada
A virtual tour
A warning about both channels: Obama and Momma’s basement
We are talking about irritating things!
A French Resistance fighter
Personal Pages, Recorded Messages, Paul McCartney,
An Amnesty International case study (let’s find our 20 Quick Ways to…)
Finally, some check lists
Facebook and Twitter
The Internet can lead to transformative, collective, and positive change
But the Internet can also lead to individual alienation and isolation…
The Hormonal advantage of the HUMAN VOICE…
Humans are biological, social creatures
They produce hormones that create feelings of trust when there are interactions
When someone opens a letter or opens an email, there are fewer hormone produced
Face to Face
The Human Moment THE HUMAN MOMENT AT WORK by Edward M. Hallowell, The Harvard Business Review – The human moment has two pre-requisities: people’s physical presence their emotional and intellectual attention. Human moments take energy and that’s why they are often avoided – email.
The Human Moment Nature also equips us with hormones that promote trust and bonding: Oxytocin / vasopressin in-person contact stimulates two important neurotransmitters: dopamine, which enhances attention and pleasure, serotonin, which reduces fear and worry
The Human Moment Carnegie-Mellon study also showed that people who spend time online exhibited: increased levels of depression and loneliness even when only connected a few hours a week.
How to Use the telephone with online...
Solicitation Channel Appropriateness (From charities/nonprofits with established relationship) % say appropriate solicitation channel (rank ordered by very important –blue)
The Phone can be irritating… “The bathtub was invented in 1850 and the telephone in 1875. In other words, if you had been living in 1850, you could have sat in the bathtub for 25 years without having to answer the phone” Bill DeWitt
Life’s biggest irritations ( in order, from least bothersome to most bothersome): opening milk cartons Reaching underneath a light shade to turn on/off light muzac car alarms mobile phones in movie theatres voice mail drivers who drive slow in the slow lane junk mail SPAM (junk email) Getting a telemarketing call during dinner Clearly, we are talking about a combination of human interactions that have the potential to really bother people!
The phone (human voice) have power and resonance “The telephone, which interrupts the most serious conversations and cuts short the most weighty observations, has a romance of its own” Virginia Woolf
What is this sound?
Power and resonance? Jacques Lusseyran At 16 formed Les Volontaires de La Liberte French resistance fighter Within a year, he led 600 young men and women He was responsible for interviewing, and admitting, every single member of his unit
Power of the human voice Jacques believed that the human voice resonated with our thoughts It connects to our inner-most feelings and deepest of intentions Important for fundraising and campaigning?
What do we mean by the telephone?
The phone and online?
Further tests… A phone test was conducted a second year with online event registrants… The test group that received a phone call (2.5 minutes in length) raised $131.42 more than a registrant who did NOT receive a call
Online pledge pages and calling….
High touch…high gift amounts… 20 board member pages $237,534 raised ($143,000 by one board member) Phone used to stimulate, manage, and help board members with their personal pages
Results are Inconclusive hjc Proprietary & Confidential 23
Quote from donor survey “MSF contact was perfect. I received one call that was meant to answer any of my questions and assist me in fundraising. It was great.” Participant Survey Respondent The number one rated interaction with MSF was the phone call over the three month campaign! hjc Proprietary & Confidential 24
A Case STUDY in PHONE Conversion of E-activists Andrew Bales Amnesty International CanadaOnline Fundraising Coordinator
1000 phone calls – 74 monthly donors giving $9.66 every month Eactivists to Monthly Donors Cpmd $75.00
In 1998, Amnesty International Canada launched a hugely successful 60-minute television program that was attracting hundreds of new monthly donors every month. The “president” asked you to be an amnesty monthly donor It was peaceful before the phone started ringing…
Integration in one-step monthly acquisitionintegration across across communication channels Phone Print Online
Competition But then along came the multi-channel television universe … and digital tv … and web … and social media. TV dried up Costs per monthly donor:1998 - $80 2008 - $300
The problem of attrition Contact = cancellation No contact = no activism
Ring … Ring
Amnesty International’s Business & Human Rights campaign Dora Alicia RecinosSorto: On her way back from washing clothes in the river last December, Dora was gunned down. She was an environmental activist from El Salvador, who had opposed a proposed Canadian gold mine in her province of Cabañas.Activists – especially in Latin America – are being targeted, harassed and killed
A Pattern – a solution? June 2009:Gustavo Marcelo Rivera, a well-known community activist who opposed a Canadian mining project in El Salvador, was kidnapped and killed.September 2009: Adolfo IchChaman, a teacher, was attacked with a machete in eastern Guatemala and shot to death, allegedly by private security guards working for a Canadian mining company. November 2009: Mariano Abarca was gunned down in Chiapas, Mexico. Mariano was a vocal opponent of a Canadian barite mine near his community.
Send a focused mailing to build your list http://www.amnesty.ca/updates/speakout/oct09/speakout_oct09.html
Epetition More info:legitimacy Comments: priority for calls Counter: social proof Phone number: or you can’t start! Subscribe:for cultivation http://www.amnesty.ca/urgentappeal/2009/CorpAcct/
Offline-Online integration: the human moment urgent shareable video http://www.amnesty.ca/writeathon/?page_id=1362
The power of video: the best for the human moment online... http://www.youtube.com/amnestycanada#p/a/u/1/nIl7j6z2488 http://www.youtube.com/amnestycanada#p/a/u/1/nIl7j6z2488
Make shareable content The e-petition …Write for Rights …the video were all made shareable on facebook, twitter & YouTube
Timing: the key moment to phone… The oil spill in the Gulf of Mexico created “peak public interest” It was time to arrange for the phone call 1654 emails, with a phone number - minus a data scrub for good numbers=1538 - minus recent donors=1339
1 or 2 days prior to calling, an email … http://www.amnesty.ca/urgentappeal/2010/c300/email/index.html
Secure donation form that builds trust 10/18/2010 proprietary and confidential 41 Monthly donation first Donor testimonial Benefits of monthly Premium Other: phone giving, email/phone for questions, charity #, secure, clear layout https://www.amnesty.ca/secure/joinamnesty.ca/
Motivating the callers The script-urgency/need -a hierarchy of asks1. Monthly donation – any amount (with minimum of $5.00/month accepted2. Single donation3. Send a pledge package4. Go online to learn more (or make gift) Pre-call training An Amnesty business & human rights campaigner did a training session by phone with the callers.
The different constituencies called…
Results For CPMD of $75.65$75 / monthly donor vs. $300 / monthly donor
Bonus: Two part acquisition strengthens many parts of your organization
A 10-step checklist for conversion of e-activists to monthly donors Set criteria for campaign Ask for phone numbers Get traffic Manage data Send email prior to call Sort coding Write script Training Pledge packs Assess results
Lessons Phoning is a powerful conversion technique – the human moment A phone-based strategy forces integration of fundraising & activism
Social Media and the Phone – one cool example!
Greenpeace Chile Outbound calling for warm leads 1,510 calls (May-December 2009) Inbound calling for warm leads 503 people filled the form Result – 10% conversion 193 people converted to paid monthly donors
Fundraising and Mobile...
Gaza conflict early 2009: Save the Children UK run National press campaign - text support for a ceasefire. Call to action – text CEASEFIRE’ - pass details onto friends and family . Campaign goes viral - 182,000 people text - petition taken to Downing Street. All supporters were called on their mobile phones and prior to the call we had no information (name, address, etc) about these prospects. 4.7% converted to monthly giving
Onemilliontext “votes” in 51 days.
9.65% conversion to monthly giving: 15,388 Average gift 3.28 dollars/month 170,658 called on their mobile phones 7.6 million dollars LTV (over 5 years) What do you do with 800,000 new contacts? You knock down some walls to make room for another channel… 50% converted to monthly giving
UNICEF Pop Up - Spain
25% Positive response Annual average per donor: 115 euros 94% monthly donors ROI 1:2.5
Will the phone do EVERTHING in fundraising in the future? Let’s make a list of ALL the things the phone will (could) do in fundraising in the future...
Online and the phone will be increasingly important for major gifts and legacy giving
Four Legacy Online Surveys Of the 1,043 Mexican legacy leads, over 800 volunteered their telephone numbers. What would you do?
A virtual conclusion
The human voice is potent, primal and effective when used PROPERLY
When it is combined with the online channel’s ability to create multi-channel leads, It’s a killer combination
Use it to help personal fundraising pages and events
Use it to convert activists to donors
Use your checklists to make sure both the phone and online are in synch with one another