Making advocacypay
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Are you looking for a way to engage your donors without always asking for a donation? Do you need strategies and tactics for doing online acquisition? This free webinar will talk about the ...

Are you looking for a way to engage your donors without always asking for a donation? Do you need strategies and tactics for doing online acquisition? This free webinar will talk about the relationship between advocacy and fundraising, how organizations are using advocacy successfully for list growth and engagement, and show you valuable case studies from successful organizations. We will also discuss best practices in assessing ROI or Return on Investment for online acquisition, so you can see how to make advocacy pay.

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Making advocacypay Presentation Transcript

  • 1. Making Advocacy Pay Understanding the Link Between Activism and Giving Presented by: Vinay Bhagat, Convio Yvonne Garrett, OMP Randy Paynter, Care2.com Ryann Miller, Care2.com March 24, 2011For Audio Call: 1-408-792-6300Meeting Number: 668 671 770
  • 2. Using •  Chat & Raise hand •  If you are having internet audio problems, you can dial-in using a landline: 1-408-792-6300, Meeting Number: 668 671 770 •  If you lose your internet connection, reconnect using the link emailed to you •  WebEx Support: 1-866-229-3239For Audio Call: 1-408-792-6300Meeting Number: 668 671 770
  • 3. •  This webinar is being recorded. •  The webinar recording will be available on Frogloop blog at http://www.frogloop.com •  You will receive a link to this presentation following the webinar. •  Tweeting the webinar? Use Twitter hashtag: #Care2For Audio Call: 1-408-792-6300Meeting Number: 668 671 770
  • 4. Agenda•  What is online advocacy?•  What does advocacy have to do with fundraising?•  How does it work?•  Making the economic case.
  • 5.    What is online advocacy?
  • 6. Advocacy – The active support of an idea or cause etc.; especially the act of pleading or arguing for something Definion from: wordnetweb.princeton.edu/perl/webwn 
  • 7. What does advocacy have to do with fundraising?
  • 8. Advocacy starts the conversation.
  • 9. NRDC Activist Conversion
  • 10. Finding New Supporters•  73,000 new wolf activists through paid and organic sources•  $40,000 spent on paid sources 
  • 11. One Year Later…•  31,000 took another action•  700 converted to donors online•  1,325 converted to donors via mail•  Break even – 15 months
  • 12. Advocacy builds relationships.
  • 13. Actions Increased Donor Value
  • 14. Advocacy keeps donors engaged.
  • 15. Analysis of Advocacy’s Impact on Fundraising
  • 16. Activists: 2+ actions Sept – Nov = 4x more likely to give at year end Online Offline Emails Action Takers Conversion Conversion UnsubsMoved into 2+, Highly Responsive: 6,172 9.0% 1.0% 0.2% 1.9%Stayed in L: 88,293 0.7% 0.2% 0.1% 2.0%Prior 2+ Action Takers: 66,239 12.2% 1.0% 0.3% 1.9%Moved into L: 30,817 2.3% 0.4% 0.1% 3.7%
  • 17. Donors: 2+ actions Sept – Nov = 26% more income at year end Online Offline Emails Action Takers Conversion Conversion UnsubsMoved into 2+, Highly Responsive: 6,172 9.0% 1.0% 0.2% 1.9%Stayed in L: 88,293 0.7% 0.2% 0.1% 2.0%Prior 2+ Action Takers: 66,239 12.2% 1.0% 0.3% 1.9%Moved into L: 30,817 2.3% 0.4% 0.1% 3.7%
  • 18.    How Does it Work?
  • 19. Activist Relationship Management Recruit Engage Convert Deepen
  • 20. Recruit•  Be thoughtful about form of ask –  Pledge vs. contact your legislator –  Constituent relevance•  Multiple venues in addition to your website –  Paid online (e.g. Care2) –  Social media –  In the field•  Strong user experience•  Viral marketing including social media
  • 21. Engage•  Acknowledge returning Web visitors•  Send tailored updates/ stories•  Related appeals•  Multi-channel appeals - email, text, social•  Rewards/ incentives
  • 22. Convert•  Campaign specific donation forms•  Email welcome/ conversion series•  Follow up in timely fashion with mail, TM•  Apply filters to prioritize investment•  Select appeals based on advocacy actions
  • 23. Website Activist to Donor Conversion
  • 24. Food for Thought •  Major donors frequently active •  It’s increasingly critical to track messaging intensity/congruency across programs and channels
  • 25.    Making the Economic Case
  • 26. Online Advocacy Increases Dona2ons  .47%  .07%  No Online Ac2on  Took Ac2on Online Source: : Charitable Memberships, Volunteering and Discounts: Evidence from a Large‐Scale Online Field Experiment. May 2009, Na2onal Bureau of Economic Research, A. Lange, A. Stocking. Sample size =  > 700,000 subjects. 
  • 27. How do you measureeconomic value?•  Time to pay back investment•  Cost per donor•  Cost per dollar raised•  Return on Investment
  • 28. Online Recruitment: It’s a Relationship Cumulative Donation Income (over 36 months) 250200150100 Return on Investment = Lifetime Value! 50 - 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 Source: M&R Strategic Services
  • 29. Value of an Email Address Human & Environ- Annual Public Animal Social ment & ALL Donations Affairs Welfare Services WildlifeYear 1* $17.18 $4.81 $3.36 $15.91 $11.68Year 2 $8.59 $2.41 $1.68 $7.96 $5.84Year 3 $4.30 $1.20 $0.84 $3.98 $2.92Year 4 $2.15 $0.60 $0.42 $1.99 $1.46Year 5 $1.07 $0.30 $0.21 $0.99 $0.73Avg LifetimeValue Per Email $33.29 $9.32 $6.51 $30.83 $22.63* * Source: 2010 Convio Online Benchmark Study of roughly 300 nonprofits. Email addresses are usable only (approx50% of total addresses) Years 2 through 5 assume 50% per year drop off in donations.
  • 30. Online Recruitment: Multi-Channel Returns Cumulative Donation Income Online Direct Mail Telemarketing250200150100 50 0 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 Source: M+R Strategic Services
  • 31. Fully Load Your Expenses•  Direct Expenses –  Campaign costs (fixed and variable) –  Search Engine Marketing (SEM) –  Email appends –  etc.•  Indirect Expenses –  Consultants (fixed and variable) –  Social Media Outreach (Facebook, Twitter, etc.) –  etc.
  • 32. The True Cost per LeadIf I spent $1,000 to acquire 1,000 new leads, I spent $1.00 per lead. Great price!But what if…•  100 leads have bad addresses; and 200 leads unsubscribe within first 3 mo.•  Now I’ve only got 700 leads, so the real cost per lead rises to 1,000/700 = $1.42And what if…•  Only 30% are opening my message.•  Now I’ve got only 210 active leads, and the real cost per lead is 1,000/210 = $4.76And what if…•  Only 10% of these people click through and only 10% of those donate?•  Then I paid $1,000 to buy two (2) donors, and my true cost ( Investment ) was $500 per donor. Quality Matters!
  • 33. List Growth: Speed vs. Value 10High 9Quality Collecting Opt-ins Viral Campaigns on your site 8 Niche site e.g. Democrats.com Paid Acquisition from Google Adwords targeted audiences 7 6 Targeted List Swaps 5 4 Social Name Acquisition Large, Networks Canvassing General Audience 3Low Banner AdvertisingQuality 2 List Append 1 1 2 3 4 5 6 7 8 9 10 Slow Growth Rapid Growth (<1k/month) (>10k/month)
  • 34. Calculate the Value of your Leads SocialNetworkCalculator.com
  • 35. Ryann MillerDirector, Nonprofit Services Yvonne Garrett416-651-9098 Partner, OMPryannm@care2team.com ygarrett@OMPDirect.comVinay BhagatFounder & Chief Strategy Officer, Conviovinay@convio.com Randy Paynter CEO & Founder, Care2 randy@care2team.com