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What's hiding behind your petition? Finding donors through advocacy

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  • 1. Geoff Handy, Humane Society of the United States Sheetal Persaud, hjc #bridgeconf
  • 2.  Why advocacy is powerful for fundraising Strategies for: ◦ Recruiting and cultivating advocates ◦ Converting advocates into donors
  • 3. The opportunity3
  • 4. Non-donors who’d taken action online were 2.3x more likely to donate than non-donors in the email file who hadn’t 4
  • 5. 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. 5
  • 6.  “Advocates will donate. Donors will take action.”
  • 7. All HSUS OnlineDonors Have acted 62% Have not 38%
  • 8. Have acted85% Have not 15%
  • 9.  Both are valid ways to help any cause Advocacy actions, and advocacy victories, “prime the pump” for appeals ◦ They tie mission and giving together ◦ They enable the motivated advocate to take another step 9
  • 10. Source: Convio, 200210
  • 11.  Test various channels and strategies ◦ Organic (e.g., tell a friend) ◦ Social media and mobile ◦ Events ◦ Paid Capture the right informationWe’ll also talk about how non-advocacyfocused organizations can acquire advocates
  • 12. 90,000lettersmailed
  • 13.  If you can find high quality lists – paid acquisition of advocates can pay off Multiple benefits ◦ list growth ◦ prospect recruitment ◦ branding ◦ advocacy
  • 14.  Care2, change.org Facebook ads Google ads/adwords Email list rental Online display advertising
  • 15.  At least get: ◦ First Name, Last Name Can at least do an append on ◦ Email +permission this data for address/phone (US only) ◦ Zip Try for ◦ Phone (make it optional) ◦ Full address
  • 16.  Advocacy has a fairly wide definition. It can be a non-political engagement activity too, e.g.: ◦ Pledges ◦ Messages of support ◦ Thank you’s It does not mean you need to re-characterize your organization if you are a 501(c)(3) or registered charity
  • 17.  Ask early in the relationship Tie your ask to the advocacy action, ideally Ask for a lower donation amount if advocate doesn’t respond to traditional ask amount Ask through multiple channels
  • 18.  Option 1: Ask immediately ◦ Take Action  Tell a Friend  Donate ◦ Take Action  Donate ◦ Take Action  Choice of options 27
  • 19. 28
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  • 23.  Option 1: Ask immediately ◦ Take Action  Tell a Friend  Donate ◦ Take Action  Donate ◦ Take Action  Choice of options 32
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  • 25. 34
  • 26.  Option 1: Ask immediately ◦ Take Action  Tell a Friend  Donate ◦ Take Action  Donate ◦ Take Action  Choice of options 37
  • 27. $6,415 came from thethank you page andemail12% of total campaignrevenue!1.85% conversion rate$30.99 average gift(ask was $25)
  • 28.  Option 2: Ask within days ◦ Email Welcome Series  Generic  Tailored to the action they joined on ◦ Follow-up Action  Take 2nd Action  Donate ◦ Follow-up Appeal  The one-timemonthly one-two punch 39
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  • 32.  Option 2: Ask within days ◦ Email Welcome Series  Generic  Tailored to the action they joined on ◦ Follow-up Action  Take 2nd Action  Donate ◦ Follow-up Appeal  The one-timemonthly one-two punch 43
  • 33.  Option 2: Ask within days ◦ Email Welcome Series  Generic  Tailored to the action they joined on ◦ Follow-up Action  Take 2nd Action  Donate ◦ Follow-up Appeal  The one-timemonthly one-two punch 44
  • 34. 45
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  • 36. Group 1 Day 12 Monthly ask DAY 2 DAY 5 DAY 10 Group 2Welcome Action Survey Day 18 email number 2 + email Monthly ask donation ask Group 3 Day 25 Monthly ask
  • 37. % % List Users Donors SustainersGroup 1 3092 0.36% 0.16%Group 2 3097 0.29% 0.06%Group 3 3088 0.29% 0%TOTAL 9277 0.31% 0.11%
  • 38.  Serve as an engagement device Help you understand the motivation/demographic of the audience ◦ Collect more information Serve as a great springboard to ask for donations
  • 39.  Ask early in the relationship Tie your ask to the advocacy action, ideally Ask for a lower donation amount if advocate doesn’t respond to traditional ask amount Ask through multiple channels
  • 40.  For large buckets of newly acquired advocates, try a dedicated welcome series based on the issue they joined on ◦ Can include monthly giving, one-time giving, micro- donation asks, and peer to peer invitations Group advocates into issue-oriented groups, and segment your appeals to drive response over time Use transitional language to move advocates into your “regular” communication/appeal stream 51
  • 41.  For large buckets of newly acquired advocates, try a dedicated welcome series based on the issue they joined on ◦ Can include monthly giving, one-time giving, micro- donation asks, and peer to peer invitations Group advocates into issue-oriented groups, and segment your appeals to drive response over time Use transitional language to move advocates into your “regular” communication/appeal stream 52
  • 42.  Sent to 192,000 “horse responders” ◦ This group includes all who have taken action on horse-related issues Content focused on wildfires’ impact on horses 53
  • 43. 54
  • 44.  Results: ◦ Sent to 192,000 ◦ Open rate: 25.3%  Average disaster appeal open rate: 8.5-12.5% ◦ Donation rate: 0.66%  Average disaster appeal donation rate: 0.04-0.05% ◦ Raised $94,000 from 1,413 donors 55
  • 45.  For large buckets of newly acquired advocates, try a dedicated welcome series based on the issue they joined on ◦ Can include monthly giving, one-time giving, micro- donation asks, and peer to peer invitations Group advocates into issue-oriented groups, and segment your appeals to drive response over time Use transitional language to move advocates into your “regular” communication/appeal stream 56
  • 46.  Example for people who joined through our Spay Day photo contest: ◦ “Thank you for participating in the Spay Day Pet Photo Contest! We are thrilled that you have chosen to join our community - heres how you can help more animals today.” 57
  • 47.  Ask early in the relationship Tie your ask to the advocacy action, ideally Ask for a lower donation amount if advocate doesn’t respond to traditional ask amount Ask through multiple channels
  • 48.  Three emails sent to 1.04 million advocates who had not donated in previous 24 months 3,380 donations totaling $141,500 ◦ Avg. gift > $40 ◦ Gift range $5 - $500 ◦ Donation participation rate:
  • 49.  Ask early in the relationship Tie your ask to the advocacy action, ideally Ask for a lower donation amount if advocate doesn’t respond to traditional ask amount Ask through multiple channels
  • 50.  Email and web asks can get you so far... To secure higher rates of conversion, bring other channels into the mix These usually perform much better than prospecting files
  • 51. 3.24% direct mail response rate$59 direct mail average giftAverage response on prospecting packages 0.30%
  • 52. 66
  • 53.  If you are testing advocate lists in direct mail, pick segments that have: ◦ Voluntarily given a full address ◦ Taken additional action (e.g., made comments) ◦ Have taken action recently
  • 54.  Best way to secure monthly gifts Can cost-effectively link scripts with online behavior Can cost-effectively link calling windows with online outreach Can convert advocates who haven’t made a donation online
  • 55.  Up-front costs External vendor(s) plus staff time to hire, manage Training of call center staff or volunteers Technology (donation processing, managing data) 69
  • 56.  Email welcome series followed by phone call 6-8 weeks after actionMonthly Avg. OTG Avg. Cost perResponse Monthly Response Gift MonthlyRate Gift Rate4.6% $16.40 2.5% $34.40 $296
  • 57. Costs per monthly donor (primarily DRTVdriven) :1998 - $80 2008 - $300
  • 58. 18.50%20%18% Recent Lapsed Monthly16% Donor14% 11% Online Petition Only12% 9% 8% E-newsletter Subscriber10%8% Long Lapsed Montlhly6% Donor4%2%0% 72
  • 59.  1000 phone calls – 74 monthly donors giving $9.66 every month 73
  • 60.  Goal: Convert online one-time donors and advocate non-donors into monthly sustainers Process: ◦ Newly acquired online names were first invited by email to become monthly donors ◦ Then we called them. Callers were segmented by the campaign on which they joined 74
  • 61. RESULTSCampaign # Contacted % Converted Breakeven Point (in months)Factory Farming 309 14.2% 5.8Animal Fighting 1,028 11.3% 7.6Seals/Fur 558 16.4% 6.5Puppy Mills 946 18.0% 5.6All Issues/General 9,043 9.2% 9.6
  • 62.  Conversion doesn’t always happen right away Key is to keep them active with ongoing communication
  • 63.  When acquiring advocates: ◦ Collect enough information ◦ Acquire in multiple ways ◦ Remember: Advocacy does not always need to be political/policy oriented 77
  • 64.  Ask quickly ◦ Make the ask part of the action ◦ Make it high profile ◦ Follow up with an email welcome series with an ask as part of the emails 78
  • 65.  Relate the ask to the action ◦ What brought this person to you? So what might motivate them to give? 79
  • 66.  When using direct mail to convert: ◦ Integrate with advocacy ◦ Test a campaign update ◦ Mail as soon as possible after the advocacy action 80
  • 67.  When using telemarketing to convert: ◦ Push for monthly giving ◦ Refine your scripts with your best lists ◦ Call people as soon as possible after the advocacy action 81
  • 68. Don’t forget to visit the Solutions Showcase!Many of the ideas discussed today areon display at the Solutions Showcase! #bridgeconf