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Acquire & Onboard New Supporters Online

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Non-profit organisations are under constant pressure to grow their supporter base and acquire new donors. The cost of acquisition is high and the quality can sometimes be questionable. In this webinar Shanelle will show you how you can pre-qualify and acquire prospective donors online and continue to use digital fundraising channels to nurture and convert them into long-term donors.

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Acquire & Onboard New Supporters Online

  1. 1. ACQUIRING & ONBOARDING New Supporters with Online Webinar Wednesday 19th March 2014
  2. 2. The cost of acquiring new donors is high and the quality can sometimes be questionable. Online provides a lower cost option & higher quality.
  3. 3. What we’re going to cover • The process of Acquisition & Onboarding Online • Acquiring new supporters • How you do it online • Onboarding new supporters • How you do it online • Measuring success.
  4. 4. Where to start – The process we go through Planning 1.Who is your Supporter? Where can we find them online? 2.How many people do you need to acquire? Do the numbers 3.Is your organisation digital ready? Systems & processes Production 4.What story are we telling? Is there a narrative or required sequence? 5.What is the donor journey and timeframe of our onboarding strategy? Promotion 6.Launch campaign 7.Testing, reporting and optimisation.
  5. 5. Online acquisition New prospects, supporters and donors
  6. 6. What is an acquisition?
  7. 7. Hierarchy of acquisition (value)
  8. 8. Cost & effort to acquire
  9. 9. Acquisition strategy Call to Action (meaningful) Acquire (tell me more)
  10. 10. Pre-qualify for quality • Past interest – visits to your website (retargeting) • By behaviour – searches, previous campaign clicks etc. • Co-registration with & by association to another cause or campaign • Values match/ sentiment – polls & surveys • Audience/ demographic profile match.
  11. 11. Online acquisition channels
  12. 12. How we acquire supporters online
  13. 13. Process for online acquisition
  14. 14. Acquisition through other online channels Conversion & retention Growing but small volume Brand building & retention
  15. 15. Case Study The Wilderness Society Third Party Acquisition + Email + Web Content + Phone + Survey.
  16. 16. Onboarding new supporters Engage, welcome, onboard and convert
  17. 17. Prospect Supporter Active Subscriber Donor Repeat $ Member Conversion funnel Online acquisition Onboarding strategy
  18. 18. Onboarding is … can be many things Acquisition strategy Welcome Nurture & relationship building Conversion process Upgrade warm up Retention strategy.
  19. 19. Same strategy, different journey
  20. 20. Onboarding donor journey (Consideration cycle) 0 Day Day 10 or Week 16
  21. 21. Onboarding new supporter strategy Engage, Nurture & Convert. Then appreciate. Aware + Consider Consider Action Action/ Donate Action/ Donate Continue.
  22. 22. Online communication channels & touch-points
  23. 23. Onboarding communication touch-points & sequencing 0 Day +0 +3 +5 +7 +9 +10 +12 Day 10 or Week 16
  24. 24. Develop a compelling and urgent story in episodes
  25. 25. Onboarding donor journey (Consideration cycle) 0 Day Day 10 Week 16
  26. 26. Case Study WWF Engagement campaign (Earth Hour) + web content + email + SMS + Phone + DM survey + Appeal
  27. 27. Case Study The Wesley Mission SMS + Email Then missed opportunity
  28. 28. Measuring success It’s not just about the revenue
  29. 29. Tracking & reporting • Tracking and reporting • By channel • Conversion rates • Retention and revenue over time • ROI • Testing and optimisation.
  30. 30. Non-financial success • Awareness of issues (stories) • Placing value on non-financial actions and supporters • Measure engagement • Activity (on websites, opening emails etc.) • Comments (on blogs and in social media) • Shares (in email and in social media + WOM) • Sentiment/ mentions (in social media, to supporter relations etc.).
  31. 31. Book an Online Acquisition Workshop Book a half day Online Acquisition & Onboarding strategy workshop for your organisation Use this link to download the program outline https://je159.infusionsoft.com/app/page/online-acquisition-onboard Half day workshops are $860 and can include up to 6 people. $100 will be donated back to your organisation.
  32. 32. Questions?
  33. 33. Get in touch Shanelle Newton Clapham shanelle@parachutedigital.com.au 0406 691 030 @ShanelleOnline https ://je159.infusionsoft.com/app/page/online

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