Making Advocacy Pay             Understanding the Link Between                  Activism and Giving                       ...
Using         •  Chat & Raise hand         •  If you are having internet audio problems, you            can dial-in using ...
•  This webinar is being recorded.      •  The webinar recording will be available on         Frogloop blog at http://www....
Agenda•  What is online advocacy?•  What does advocacy have to do with   fundraising?•  How does it work?•  Making the eco...
      What is online advocacy?
Advocacy – The active support of an idea or cause etc.; especially the act of pleading or arguing for something Definion fr...
What does advocacy have to do with fundraising?
Advocacy starts the  conversation.
NRDC Activist Conversion
Finding New Supporters•  73,000 new wolf activists through paid and   organic sources•  $40,000 spent on paid sources 
One Year Later…•  31,000 took another action•  700 converted to donors online•  1,325 converted to donors via mail•  Break...
Advocacy builds relationships.
Actions Increased Donor Value
Advocacy keeps donors      engaged.
Analysis of Advocacy’s Impact       on Fundraising
Activists:   2+ actions Sept – Nov = 4x more   likely to give at year end                                                 ...
Donors:   2+ actions Sept – Nov = 26% more   income at year end                                                           ...
          How Does it Work?
Activist Relationship Management    Recruit    Engage     Convert                  Deepen
Recruit•  Be thoughtful about form of ask  –  Pledge vs. contact your legislator  –  Constituent relevance•  Multiple venu...
Engage•  Acknowledge returning Web visitors•  Send tailored updates/ stories•  Related appeals•  Multi-channel appeals - e...
Convert•  Campaign specific donation forms•  Email welcome/ conversion series•  Follow up in timely fashion with mail, TM•...
Website Activist to Donor Conversion
Food for Thought •  Major donors frequently active •  It’s increasingly critical to track    messaging intensity/congruenc...
             Making the Economic Case
Online Advocacy Increases Dona2ons                                                                               .47%     ...
How do you measureeconomic value?•    Time to pay back investment•    Cost per donor•    Cost per dollar raised•    Return...
Online Recruitment: It’s a Relationship                                    Cumulative Donation Income                     ...
Value of an Email Address                       Human &            Environ-   Annual                                      ...
Online Recruitment:                            Multi-Channel Returns                                           Cumulative ...
Fully Load Your Expenses•  Direct Expenses  –  Campaign costs (fixed and variable)  –  Search Engine Marketing (SEM)  –  E...
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...
List Growth: Speed vs. Value       10High    9Quality         Collecting Opt-ins                                Viral Camp...
Calculate the Value of your Leads                 SocialNetworkCalculator.com
Ryann MillerDirector, Nonprofit Services              Yvonne Garrett416-651-9098                             Partner, OMPry...
Making advocacypay
Making advocacypay
Making advocacypay
Making advocacypay
Making advocacypay
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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 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

  1. 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. 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. 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. 4. Agenda•  What is online advocacy?•  What does advocacy have to do with fundraising?•  How does it work?•  Making the economic case.
  5. 5.    What is online advocacy?
  6. 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. 7. What does advocacy have to do with fundraising?
  8. 8. Advocacy starts the conversation.
  9. 9. NRDC Activist Conversion
  10. 10. Finding New Supporters•  73,000 new wolf activists through paid and organic sources•  $40,000 spent on paid sources 
  11. 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. 12. Advocacy builds relationships.
  13. 13. Actions Increased Donor Value
  14. 14. Advocacy keeps donors engaged.
  15. 15. Analysis of Advocacy’s Impact on Fundraising
  16. 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. 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. 18.    How Does it Work?
  19. 19. Activist Relationship Management Recruit Engage Convert Deepen
  20. 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. 21. Engage•  Acknowledge returning Web visitors•  Send tailored updates/ stories•  Related appeals•  Multi-channel appeals - email, text, social•  Rewards/ incentives
  22. 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. 23. Website Activist to Donor Conversion
  24. 24. Food for Thought •  Major donors frequently active •  It’s increasingly critical to track messaging intensity/congruency across programs and channels
  25. 25.    Making the Economic Case
  26. 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. 27. How do you measureeconomic value?•  Time to pay back investment•  Cost per donor•  Cost per dollar raised•  Return on Investment
  28. 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. 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. 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. 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. 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. 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. 34. Calculate the Value of your Leads SocialNetworkCalculator.com
  35. 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

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