Apresentação realizada por Marcelo Jambeiro e Anna Robinson, Change.org, durante o Festival ABCR 2016, de 04 a 06 de maio.

1. www.captadores.org.br.#fes1valABCR.
Mobilising a Digital Army
Strategy, Insight and Innovation from around the world
Marcelo Jambeiro & Anna Robinson, Change.org

2. The world’s empowerment
platform
www.captadores.org.br.#fes1valABCR.
C H A N G E . O R G
5 MILLION NEW
USERS A MONTH
135 MILLION VOICES
WORLDWIDE

3. Why go digital?
www.captadores.org.br.#fes1valABCR.
SCALE
4 billion email accounts
globally, 1.3 billion on
Facebook and 650 million on
Twitter
A highly engaged audience -
71% check their emails as
soon as they wake up in the
morning!
COST
Reduce telemarketing and face
to face costs
Upfront investment in good
CRM and email tools will allow
you to scale with limited
increased cost
RESULTS
Globally online giving grew by
13.1% in 2015 - faster than
any other channel.
Regular giving online growing
at a faster rate than one-off
giving.

4. Two Approaches
www.captadores.org.br.#fes1valABCR.
“DIGITAL PLUS”
Using digital as part of a multi-channel
strategy to drive strong results
Case Study
Indigenous Community Volunteers Australia
“DIGITAL FIRST”
Using digital alone - especially email - to drive
strong, highly scalable results
Case Study
PETA Germany

5. www.captadores.org.br.#fes1valABCR.
Case Study 1
Digital multi-channel with
Indigenous Community Volunteers

6. www.captadores.org.br.#fes1valABCR.

7. www.captadores.org.br.#fes1valABCR. www.captadores.org.br.#fes1valABCR.
Recruiting Supporters Online
Recruited 500 new qualified
supporters per week on
Change.org who pledged to close
the gap on Indigenous
disadvantage in Australia

8. www.captadores.org.br.#fes1valABCR. www.captadores.org.br.#fes1valABCR.
Thank & Welcome Supporters
First email sent within one week of
pledging support thanking them
and offering a free thankyou gift.
52% opened the email and 39%
clicked through to receive the gift

9. www.captadores.org.br.#fes1valABCR. www.captadores.org.br.#fes1valABCR.
Optimised Landing Pages
To register for their gift supporters
were asked to provide their
mailing address and phone
number. This opened the door for
multi-channel communications.
40% completed this information
on the landing page.

10. www.captadores.org.br.#fes1valABCR. www.captadores.org.br.#fes1valABCR.
Direct Mail
Supporters were sent their gifts [a
greeting card pack] immediately.
Mailing addresses were also used
for future direct mail appeals.

11. www.captadores.org.br.#fes1valABCR.
Calling Supporters
Supporters got a phone call after receiving
their gifts asking them to become regular
donors.
They converted 13% to regular giving with a
regular gift of $18 AUD.

12. www.captadores.org.br.#fes1valABCR. www.captadores.org.br.#fes1valABCR.
Email Fundraising
Supporters who did not donate on
the phone were sent a donation
ask via email.
40% opened the email, 7%
clicked through and 40%
converted to one-off donors with
an average gift of $25.

13. www.captadores.org.br.#fes1valABCR.
ICV Results
- 2% of new supporters donated
- 91% ROI in 1 year and 159% ROI in 2 years
including all telemarketing and direct mail
costs

14. www.captadores.org.br.#fes1valABCR.
Case Study 2
Digital first with
PETA Germany

15. www.captadores.org.br.#fes1valABCR.
THANK YOUR SUPPORTERS
1st email of welcome series
PETA’s first email is sent immediately to new
supporters thanking them for signing the petition on
Change.org.
OPEN RATE: 49%
CLICK RATE: 26.3%

16. www.captadores.org.br.#fes1valABCR.
DON’T WASTE TIME
2nd email of welcome series
The 2nd email in PETA’s welcome series, sent 5
days after the first, asks that supporters sign a
petition to National Institute of Health to stop
experimenting on baby monkeys.

17. www.captadores.org.br.#fes1valABCR.
ASK FOR DONATIONS
The 3rd email of PETA’s welcome series, sent 7 days
after the 2nd email, solicits donations from new
supporters with more information about the baby
monkey campaign.
3rd email of welcome series

18. www.captadores.org.br.#fes1valABCR.
ENGAGE, ENGAGE, ENGAGE
The 4th email in PETA’s welcome series, sent 10
days after the 3rd email, circles back to the original
campaign against Air France.
4th email of welcome series

19. www.captadores.org.br.#fes1valABCR.
ASK FOR DONATIONS (again)
The 5th and final email in PETA’s welcome series,
sent 10 days after the 4th email, brings up a new
campaign topic—the mistreatment of rabbits for
wool.
5th email of welcome series

20. www.captadores.org.br.#fes1valABCR.
PETA Results
- 5.6% of new supporters donated, with an
average gift of 25 euros
- Full return on initial investment reached in 3
months
- 200% projected ROI in 1 year

21. www.captadores.org.br.#fes1valABCR.
Case Study 3
Email first, Telephone after with
SOS Children’s Village Argentina

22. www.captadores.org.br.#fes1valABCR.

23. www.captadores.org.br.#fes1valABCR. www.captadores.org.br.#fes1valABCR.
Recruiting Supporters Online
Recruited 5000 new qualified
supporters throughout the
campaign who pledged to close
the gap on children access to
education in Argentina

24. www.captadores.org.br.#fes1valABCR. www.captadores.org.br.#fes1valABCR.
Thank & Welcome Supporters
Email sent to supporters before
calling them to thank for engaging
with Aldeas campaign on
Change.org.
28% opened the email

25. www.captadores.org.br.#fes1valABCR. www.captadores.org.br.#fes1valABCR.
Optimised Landing Pages

26. www.captadores.org.br.#fes1valABCR.
Calling Supporters
Supporters got a phone call after receiving
the Thank You email asking them to become
regular donors.
They converted 9% to regular giving with a
regular gift of $16 USD.

27. www.captadores.org.br.#fes1valABCR. www.captadores.org.br.#fes1valABCR.
Next: create welcome series to…
ENGAGE, ENGAGE, ENGAGE
ASK FOR DONATIONS
ENGAGE WITH OTHER RELATED ISSUE
ASK FOR DONATIONS (AGAIN)
…and keep nurturing your supporter base
throughout their lifecycle

28. www.captadores.org.br.#fes1valABCR.
Aldeas Infantiles Results
- 9% of new supporters donated - 434 out of
5000
- Average regular gift USD13.13

29. www.captadores.org.br.#fes1valABCR.
Leaping the Digital Divide
Building a digital strategy

30. www.captadores.org.br.#fes1valABCR.
HIGH CAPACITY
TO EXECUTE:
• Leadership
knowledge and
support
• Digitally skilled
staff across
whole team
• Established IT
infrastructure
• Available budget
CAPACITY
NO CAPACITY
TO EXECUTE:
• Limited
leadership
knowledge and
support
• Lack of digital
skills amongst
staff
• Poor IT
infrastructure
• No / limited
digital budget

31. www.captadores.org.br.#fes1valABCR.
CULTURE
DIGITAL IS AN OPPORTUNITY:
• Digital first approach
• ‘Fail fast and often’ mentality
• Agility and flexibility to respond as opportunities
emerge
• Commitment to empowering supporters - listening,
engaging and allowing them to lead
DIGITAL IS A THREAT
• Give up if first tests do not yield excellent responses
• Lack of flexibility to move quickly outside of planning
cycle
• Fear of controlling organisation message online
• Unwillingness to invest unless results immediately
comparable to existing fundraising channels

32. www.captadores.org.br.#fes1valABCR.
CULTURE
CAPACITY
LEADERSHIP STYLE
SUPPORTER
EXPECTATIONS
SUCCESS METRICS
PLANNING & APPROVAL
PROCESSES
ORG STRUCTURE
HR PRACTICES
INVESTMENT
IT TOOLS
EXCELLENT
DIGITAL
RESULTS
POOR
DIGITAL
RESULTS

33. Marcelo Jambeiro
Director of Business Development, Latin America
Email: mjambeiro@change.org