You had me at Hello: 7 mostly not crazy ideas to make sure you’re making the most of new supporter relationships So you've got a bunch of new names from somewhere...Facebook, a contest, a progressive social action network, (ahem) Care2. Now what? Well, you could start with "hello." Or, actually, anything. Kinda nuts, but sometimes it can take organizations too long to make any sort of proper introduction. And then your new joins are all like "who are these people?" when you finally send that renewal or call to action. But never fear! We have all kinds of smart, easy, and even automated tactics and techniques to let your newest list members know how glad you are to meet them. Watch this AWESOME webinar with Madeline Stanionis (principal at M+R) and Justin Perkins (Senior Director Brand Engagement and Business Development at Care2) to learn about the best way to handle all of that acquisition you're bound to do in 2015. You'll learn about various case studies and walk away with cold-hard-tactics to make sure your ROI is astronomical (or at least, you know, positive).

1. W E L C O M E
The world’s largest online community of people, brands, and
nonprofits coming together for the greater good.
You had me at hello: 7 mostly not crazy ideas to make sure
you’re making the most of new supporter relationships
Jus$n&Perkins&
@elperko&
Madeline&Stanionis&
@mstanionis&

2. Using&&
#c2webinar&
• Chat&and&Q&&&A&
• If&you&are&having&internet&audio&problems,&you&can&dial&in&using&a&
landline&1"408"792"6300,+followed&by&access&code&662+234+225.&
• If&you&lose&your&internet&connec$on,&reconnect&using&the&link&
emailed&to&you.&
• WebEx&Support:&1M866M229M3239&

3. Webinar&Recording&
&
• You&will&receive&a&link&to&this&presenta$on&by&email,&following&
the&webinar.&
&
• Twee$ng&the&webinar?&&Use&the&TwiVer&hashtag&#c2webinar&
Audio&problems?&Dial:&1"408"792"6300+|&Access&Code:&662+234+225+

4. h.p://bit.ly/Care2_outlook2015&

5. Care2&is&the&world’s&largest&online&community&for&good.&Since&1998,&we’ve&
found&and&ac$vated&the&people&who&care,&and&we&can&help&you&build&your&
community,&too.!
27+
Million Members
18
Million Signatures
1500+
Nonprofit and
brand clients
250
Media Partner Network
150+
Million Monthly Uniques
A Community for Good

7. What
is your
current
strategy
?
Acquisition
Goals
Infrastructure
+ Team
Messaging
Tactics
Budgets +
Allocation
Marketing
Channels

8. Are you seeing
100%-500%
ROI?

9. Key variables you control
Response&rate&per&email&&X&&Emails&sent&&X&&Average&Gi]&&
=&&Revenue&from&List&

11. 11&
Hint: you are not the
hero

12. Ho
w
Will
You
Lea
d
?

13. COMMUNITY BUILDING TACTICSCustom Petition + Pledges
Dedicated
Microsite
Mobile
Optimized
Network
Widgets

14. COMMUNITY BUILDING TACTICS
Behavioral Targeting via Citizen Petitions

15. EMAIL
PROMOTION
OF CUSTOM
petitions

16. CUSTOM
WELCOME
MESSAGE

17. INTEGRATED SOCIAL SHARING
Often 5 -20 of petition signers will share your campaign on social media

18. &&
SelfM&
actualiza$on&
Esteem&
Social&Needs&
Safety&and&Security&
Survival&Needs&
WiFi&
Your+goal:++
help&meet&these&&
3&needs&of&your&
people&
Maslow’s hierarchy
Sense+of+Purpose+
Community+
Voice&

20. Member
profile

21. 78%! !are!women,!average!age!39!
87%! !are!pet!owners!
84%! !are!primary!purchaser!for!household!
82% !!have!a!college!degree!
65%! !own!their!home!
96%! !look!at!ingredients!before!buying!
90%! !are!willing!to!pay!more!for!healthier!products!
90%! !take!ethical!issues!into!account!when!investing!
53%! !donated!to!an!Environmental!cause!
Meet care2’S 27M+ MEMBERS
Jill
Trish
Haley

22. Inspire.
Showcase the heroes.

23. List&Built&+&Good&Stories&+&Flexible&Culture&
=&&
Big&Wins&
Be prepared to be lucky

25. THANK YOU
Justin Perkins
Senior!Director!of!Brand!Engagement!
justin@care2team.com!
303J475J4827!
@elperko!

26. Hello!

27. You had me at hello! Seven mostly not
crazy ideas to make sure you’re making
the most of new supporter relationships
Madeline Stanionis

28. 33,301,239 people
300 email messages monthly
Countless (literally) actions
$159 million
Whoa

30. www.mrbenchmarks.com
www.mrss.com/lab

32. 1. Do not dilly dally, people!

33. 21

34. 3

35. 32
PETA’s new list
members

36. PETA’s new list
member/donors
32

37. ORGANIZING
EXAMPLE
1. New name
comes in
from simple
action
2. Recruit
takes
qualifying
action
3. Receives
organizer
call within
24 hours

38. 2. Get to know them

39. HRC asked about sexual orientation

41. Dissecting
a Mozilla
Supporter*
Codes for fun
Wears hoodies,and loves
Mozilla apparel
Thinks the internet
should be free
Really freaking hates
the CIA and NSA
Favors function
over fashion
Loves wikipedia
*For brainstorm purposes only –
think of this as an “aggregate”
of a Mozillian

42. • Mission based copy
• Institutional reasons
to give
• Reminder of tax-
deductibility
• Deadline Driven
CONTROL
ALL THAT STUFF +
•Update on $
• Average gift
• Assurance that if you
give,we’ll stop emailing
you….
• A reminder of “this is
what you told us” via
survey
TEST

43. “We work
in the open,
we fundraise
in the open”
SHOW AND
TELL

44. MOZILLA’S
RESULTS!
•26.3% more
donors
• 21.6%
increase in
revenue
• Same
average gift

45. 3. Use them to get MOAR

46. Facebook
Custom
Audiences
Facebook
Lookalike
Modeling

48. CPA: $1.08
Lookalike Recruitment
Searching for prospects

49. Land on a donation page!
40% of costs recouped immediately!

50. CPA
Activists and
Donors
$1.36
Activist Donors $2.09
Audience Testing
Searching for the most beautiful model (not that kind)

51. 4. Keep them

52. SUPER AMAZING TOP SECRET THING
YOU CAN DO TO KEEP YOUR ONE-
NIGHT STAND FOREVER.
WAY LESS VIOLENT THAN ANNIE
WILKES.
BUT JUST AS DEVIOUS.

53. www.mrss.com/lab

55. Home
Join,Renew,Give Interstitial
Join Renew Interstitial Monthly Donate
Individual Joint

56. Home
Join,Renew,Give Interstitial
Join Monthly Donate
Individual Joint
Renew Interstitial

57. Home
Join Monthly DonateRenew

58. Control Variation

59. Control
15% less revenue
Variation

60. Control Variation

61. 27% more revenue
Control Variation

62. 5. Stalk them

63. Retargeting
Who?
✳ Email clickers
✳ Email addresses
✳ New recruits
✳ Recent donors
✳ Lapsed donors
✳ Particular campaign
✳ Inactives
✳ Unsubscribes
✳ Website visitors
✳ Homepage
✳ Donation form
✳ Action
✳ Any section!
✳ Mailing addresses

64. Search Ads: Retargeting
Only bid on ads to your web visitors

65. Retargeting
Email Clickers

66. Retargeting Email Clickers

67. 20% lift
(net) revenue
Impact

68. Two major goals:
Massive list
growth
Raise all the
moneys
Two major
decisions:
Buffer zones
Birth control
We brainstormed.
Zilch.
Brainstormed again.
Again and again.
Until it clicked.
SCOTUS is all like:

69. Tested Facebook
paid promotions
to lookalike
audience.

70. NOTORIOUS RBG FTW.

71. Retargeting: Rapid Response
Display & Facebook Retargeting
Impressions 1,486,753
Ad Spend $918.75
Direct Revenue $573
View-Through Revenue $18,274

72. Results
Recruited:
27,138
Raised:
$20,473+
Ad response
rate
2.52%
CPA $0.37
ROI > 200%
Total
signatures:
193,936
Total raised:
> $600,000
Samuel
Alito:
Total jerk
Spent: $10,000

73. 6. Track them

74. Paid Advertising Results
Spent vs. Raised
Total Spent,2006 - 2012: $570,934
Total Raised from Unrestricted Gifts: $1,752,335
Total Raised from Restricted Gifts: $1,347,924
Overall Dollar Raised per Dollar Spent: $5.43
Donor Recruitment
New Donors: 10,994
Offline Donors Brought Online: 1,427
Cost to Acquire a New Donor: $52.70

75. ROI: CY06 Joins
$21.93
$19.80
$13.06
$5.42 $5.35
$4.18 $4.17
$0.52 $0.14
$0.00
$5.00
$10.00
$15.00
$20.00
$25.00
Unrestricted RestrictedROI: Dollars Raised / Dollars Spent

76. ROI: CY07 Joins
$10.93
$6.04
$4.12
$0.00
$1.00
$2.00
$3.00
$4.00
$5.00
$6.00
$7.00
$8.00
$9.00
$10.00
$11.00
$12.00
Democrats.com Alternet Care2
Unrestricted RestrictedROI: Dollars Raised / Dollars Spent

77. ROI: Dollars Raised / Dollars Spent
ROI: CY08 Joins
$8.93
$7.39
$3.07 $2.74 $2.35
$1.81
$0.29
$0.00
$1.00
$2.00
$3.00
$4.00
$5.00
$6.00
$7.00
$8.00
$9.00
$10.00
Unrestricted Restricted

78. ROI: Dollars Raised / Dollars Spent
ROI: CY09 Joins
$4.37
$3.42
$0.00
$0.50
$1.00
$1.50
$2.00
$2.50
$3.00
$3.50
$4.00
$4.50
$5.00
Care2 Change.org
Unrestricted Restricted

79. ROI: Dollars Raised / Dollars Spent
ROI: CY10
$1.54 $1.52
$1.04
$0.61 $0.61 $0.55
$0.28 $0.24 $0.24 $0.19
$0.10
$0.00
$0.20
$0.40
$0.60
$0.80
$1.00
$1.20
$1.40
$1.60
$1.80
Unrestricted Restricted

80. ROI: Dollars Raised / Dollars Spent
ROI: CY11 Joins
$1.65
$1.07
$0.61
$0.00
$0.20
$0.40
$0.60
$0.80
$1.00
$1.20
$1.40
$1.60
$1.80
Democrats.com Change.org – Unwrapped Change.org
Unrestricted Restricted
(Special Program)

81. ROI: Dollars Raised / Dollars Spent
$0.95 $0.77
$0.00
$0.10
$0.20
$0.30
$0.40
$0.50
$0.60
$0.70
$0.80
$0.90
$1.00
eMiles Change.org
Unrestricted Restricted
ROI: CY12 Joins

82. ROI: Dollars Raised / Dollars Spent
$3.32
$2.70
$5.12
$2.74
$0.47
$2.28
$1.07 $0.50 $0.62
$7.14 $6.82
$5.13
$1.38
$0.00
$1.00
$2.00
$3.00
$4.00
$5.00
$6.00
$7.00
$8.00
0-12 months 12-24 months
24-36 months 36-48 months
Unrestricted ROI of Repeat Vendors:
60+ months

83. 7. Inspire them

85. h.p://bit.ly/Care2_outlook2015&
Justin Perkins
Senior!Director!of!Brand!
Engagement!
justin@care2team.com!
@elperko!
Madeline Stanionis
Principal,!M+R!Strategic!Services!
madeline@mrss.com!
@mstanionis!