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Joe Baker, Care2. E-campaigning and fundraising
 

Joe Baker, Care2. E-campaigning and fundraising

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Joe Baker of Care2 talks about the business case for e-campaigning, and the interface between advocacy and fundraising

Joe Baker of Care2 talks about the business case for e-campaigning, and the interface between advocacy and fundraising

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    Joe Baker, Care2. E-campaigning and fundraising Joe Baker, Care2. E-campaigning and fundraising Presentation Transcript

    • eCampaigning and Fundraising Joe Baker Care2
    • Copyright ©2008 Care2, Inc. All rights reserved 03/23/10 Advocacy + Fundraising = True Love???
    • Copyright ©2008 Care2, Inc. All rights reserved 03/23/10 Or – the fundraisers want to track down and kill your activists??
    • Secret Plan
      • Help justify eCampaigning expenses through impact on fundraising
      Copyright ©2008 Care2, Inc. All rights reserved 03/23/10
    • eCampaigning Can Drive Online Fundraising
      • eCampaigning grows your list
      • Online Activists are a great source of new donors
      • eCampaigning is a great cultivation tool
      • Donors who participate in the organization’s work give more and stick around longer
      Copyright ©2008 Care2, Inc. All rights reserved 03/23/10
    • Online Fundraising is Growing Rapidly Copyright ©2008 Care2, Inc. All rights reserved 03/23/10 In 2008, Online Giving was 5% of all US giving
    • Convio benchmark
      • 14% growth in online giving from 2007 – 2008
      • Fueled by number of gifts
      • Some sectors have built high overlap between online activists and donors
        • 12% of Environment & Wildlife email files have taken eCampaigning action
        • 19% of Animal Welfare online activists have donated online
        • 22% of Environment and Wildlife donors had also taken eCampaigning actions
    • DonorCentrics 2008
      • 11% of total revenue given online (for study participants, 5% overall US)
      • 9% of donors gave at least one gift online
      • About ½ of all online donors are new each year
      • Online donors accounted for 16% of all new donors and 27% of all new revenue
      • Online donors migrate to offline giving
    • Online Fundraising is Proportional to Email List Size
      • In 2008, groups in study saw 28% growth in email list size
      • eCampaigning dominates list growth methods
      Copyright ©2008 Care2, Inc. All rights reserved 03/23/10 Source: Convio 2009 eBenchmarking Study One estimate (Convio): The lifetime value of an email address is $9.50
    • Online Activists Don’t Have to be Converted Online
      • Many NGOs achieve most of their conversions through Direct Mail, Phone
      • It is very hard to have an effective online fundraising program without an effective offline fundraising program
      • Think of eCampaigning as a great lead generation approach – convert through a mix of online and offline appeals
      Copyright ©2008 Care2, Inc. All rights reserved 03/23/10
    • Integrating eCampaigning and Fundraising
      • Separate departments, separate budgets – who owns the name?
      • If online activists become donors, more budget for eCampaigning
      • If eCampaigning improves donor engagement, a new universe of potential activists
      Copyright ©2008 Care2, Inc. All rights reserved 03/23/10
    • Power of Email vs. Social Networks for Fundraising
      • In June of 2007, M&R helped Save Darfur raise $415,000 via email series to about 1 Million supporters in 10 Days
      • Over 1 year on Facebook Causes, Save Darfur raised $28,000 from nearly 1 million “friends”.
      • ~ 3 cents per friend
      • Very few cases of replicable, profitable campaigns on Social Networks when investing staff time
      • Nonprofits raised $3 Million on Facebook Causes in 2008, but at an estimated cost of $300 Million to sector
    • Adults prefer contact via email Where do people spend most of their time at work? The inbox. Most people donate online while at work.
    • eCampaigning is the Fastest Way to Grow your Email List (usually) Copyright ©2008 Care2, Inc. All rights reserved 03/23/10
    • Viral Growth
      • Care2 sends 1000’s of actions each year, linking to action alerts, polls, quizzes, pledges, donate pages, videos
      • Action alerts give the most consistent viral growth
      Copyright ©2008 Care2, Inc. All rights reserved 03/23/10 Counter-example: Moms Rising recruited 9 million emails with a clever video – a lightning strike
    • eCampaigning is a great way to bring in new activists who are potential donors
      • IRC –grew its online audience from 16,500 to 59,000, using online petitions, viral growth, Care2 acquisition
        • Viral growth can account for 20-25% of action signers
      • Care2 has recruited 1 million new online activists for one client through eCampaigning, who uses email, mail, and telemarketing to convert them to donors
      Copyright ©2008 Care2, Inc. All rights reserved 03/23/10
    • Be Prepared for Your Katrina-like Moments
      • It’s all about your “list”- starting with email
      • Care2 recruited 5000 new donors in 1 week
      • Raised $205k for American Humane
    • Advocacy Email Response Rates are highest – best way to keep connection fresh
    • Comparing Email Response Rates Source: M&R Strategies: 2009 eNonprofit Benchmarks Study, via Mark Davis, Blackbaud Advocacy–based Email Response Rates Outpace all Other Types
    • eCampaigning Versus Other Outreach Requests Online Advocacy Call-to-Actions have the Highest Response Rates Source: M&R Strategies: 2009 eNonprofit Benchmarks Study, via Mark Davis, Blackbaud
    • Online Activists are Stronger Donors Copyright ©2008 Care2, Inc. All rights reserved 03/23/10
    • eCampaigning Strengthens Relationships
      • Exposes donors directly to the work and impact of the organization
      • Shows donors they are valued for more than just their financial support
      • Advocacy creates an empowerment cycle – you give people ways to take effective action, they empower you financially
      Copyright ©2008 Care2, Inc. All rights reserved 03/23/10
    • Action Takers are Stronger Prospects Copyright ©2008 Care2, Inc. All rights reserved 03/23/10 Non-donors who’d taken action online were 2.3x more likely to donate than non-donors in the email file who hadn’t 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.
    • Action Takers are Stronger Donors Copyright ©2008 Care2, Inc. All rights reserved 03/23/10 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. Existing Donors who’d taken action online were 2.3x more likely to donate than donors in the email file who hadn’t
    • Converting Advocates to Donors
      • Welcome sequences, separate messages
      • Fundraising p.s.’s on advocacy emails
      • Fundraising for advocacy
      • Linked Advocacy and Donation requests
      • Multichannel
      Copyright ©2008 Care2, Inc. All rights reserved 03/23/10
    • Setting Donation Expectations in Welcome Message
      • Large environmental nonprofit tested different email welcome series
      • A soft ask in the first message set an expectation and led to greater lifetime donations
    • Fundraise for an Advocacy Goal
    • Immediately Follow Action with Donation Request
    •  
    • eCampaigning + Donation Request = Money This action raised more money than a straight up appeal Source: Steve Daignault, M&R
    • Integrate: Capture Them After They Act
      • $13K action on Suu Kyi VS. $6K appeal on Sri Lanka
      • Same time frame, same list.
    • Multichannel
      • Contact online activists by mail and phone – strong conversion channels
      • Online actions provide a context for asking for full contact information
      Copyright ©2008 Care2, Inc. All rights reserved 03/23/10
    • eCampaigning and Fundraising can work together to create strong, long-term supporters of your organization Copyright ©2008 Care2, Inc. All rights reserved 03/23/10
    • Contact Justin Perkins Director Nonprofit Strategy [email_address] +1-303-475-4827 +44 20 8144 7253 UK Twitter: @elperko Skype: justinperkins Joe Baker VP Causes and Advocacy [email_address] +1-650-622-0860 x1235 Twitter: @joebaker Facebook: joebakerdc