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Return On Involvement Matthew Sherrington

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Matthew Sherrington of the Good Agency talks about the benefits of bringing fundraising and activism together.

Matthew Sherrington of the Good Agency talks about the benefits of bringing fundraising and activism together.

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  • 1. ZSL Presented by Chris Norman and Micky Stemmer 20 May 2008 Matthew Sherrington FairSay E-Campaigning Forum 2010 23th March 2010 Return on Involvement: the business case for supporter engagement
  • 2. What do we want? When do we want it? • Time, Money, Influence = Change • People are changing • Technology is changing • Market is changing • Organisations are changing • Back to the Future
  • 3. People are changing The valley of death Guilt Compassion Belonging Inspiration 22% 32% 39% 7% Guilt Compassion Belonging Inspiration 41% 20% 34% 5% Their motivations Their needs Their profile Donors Donors who do more Their values 0 5 10 15 20 25 30 35 40 45 50 1985 1990 1995 2000 2005 Percentage Personal Growth Ethicals (Inner Directed) Esteem Seeking (Outer Directed) Security Driven (Sustenance Driven)
  • 4. Technology and People Power • “we used to send postcards. Now it’s e-mail. But it’s just the tool, not the campaign” • “fast campaigning, big number campaigning, is not necessarily good campaigning” • “if there’s no investment of time or money, there’s little value in the influence” • “it’s where people are at”
  • 5. Drive-by Culture “drive-by culture is both fast and free. When there's no commitment of money or time in the interaction, can change ... really happen? In the race between 'who' and 'how many', who usually wins-- if action is your goal. “ Seth Godin
  • 6. What do we want? When do we want it? • Time, Money, Influence = Change • People are changing • Technology is changing • Market is changing • Organisations are changing • Back to the Future
  • 7. Back to the Future: the “nudging” business • “The key to organising ordinary people, is listen to what they say the issues are, and then either nudge them to live up to their own standards or get them to understand the source of their pain and how they could organise to eradicate it.” Gregory Galluzzo, Changemakers The Guardian, 26 Feb 2010
  • 8. Greenpeace USA - On-line Organising
  • 9. Bake Sales ... to Save the Whales
  • 10. House Parties ... to Save the Whales
  • 11. True Fans ... Joining in by mail
  • 12. http://www.send-a-whale.com/sendawhale/landing.php
  • 13. Community organising ... and presence
  • 14. Results of Greenpeace USA Engagement Non-sustainer retention rates % 2004-2006 63.2 65.4 76.6 58.8 60.4 69.2 40.5 48 56.6 24.3 21.7 39.7 0 10 20 30 40 50 60 70 80 90 100 2004 2005 2006 Retained Multi-year Reactivated 1st Year • 20% of donors participated in an off- line campaign action within 12 months • E-mail penetration for donors grew from 4% to 30% in 18 months • Donor Retention Rates improved 20-60% (for different segments)
  • 15. Save the Children Gaza Ceasefire Campaign • Initial policy objective • 100,000 Text replies • Doubled with SMS promotion • 8,960 phone-converted regular donors = 1/3 last year’s new donors
  • 16. RSPB – Letter to the Future • Objectives: – Brand re-positioning – Campaign numbers – New members • 165,000 to date • 75% existing members • Future acquisition
  • 17. WSPA – Nose band protectors • 13,000 nosebands
  • 18. Back to the business case ... • Money, Time and Influence • People • Retention = Building Capacity • Belonging = Community • Engagement and Return on Involvement • Budgets & Direct Marketing: Investment and Results • Cross-working with Friends & Allies – linking fundraising and campaigning for an integrated supporter brand experience
  • 19. Thank you! matthew.sherrington@thegoodagency.co.uk