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Charities successfully Acquiring donors through digital fundraising - F&P Webinar August 20

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In this presentation, Shanelle Newton Clapham and Mamta Bhatt will share case studies of Australian charities that have had successful digital fundraising campaigns to acquire new donors to support their organisation and cause, via online channels. That's people making a direct online donation, sometimes a monthly donation, and showing how digital acquisition ROI compares to other traditional channels of donor acquisition.

Charities successfully Acquiring donors through digital fundraising - F&P Webinar August 20

  1. 1. For better quality donors Acquire Donors Online For the best ROI For higher average gifts For better retention 25 August 2020 Shanelle Newton Clapham & Mamta Bhatt
  2. 2. Today we want to talk to you about how to acquire TOP QUALITY donors
  3. 3. Charities are addicted to donor acquisition. Almost regardless of the quality.
  4. 4. Fundraising has a retention problem
  5. 5. If we shift our focus to bring in better quality donors, Retention will IMPROVE.
  6. 6. Digital fundraising is the answer
  7. 7. Digital Fundraising does NOT mean only
  8. 8. Need to expand out of Facebook
  9. 9. Be Strategic There’s more than 1 channel (& website) to use
  10. 10. Be Prolific – Expand outside of Facebook There’s more than 1 channel to target
  11. 11. The Pioneers Proof of concept
  12. 12. ACF are PROLIFIC
  13. 13. ACF Always On Digital Acquisition Lead + Donor acquisition Coby Hailes Roberta Atherton 8,300 RGs per year and 50% come from online! • 12.5% of new RGS convert digitally • $20-22 ave. gift TM/ $30 month digital RGs • Re-engagement of leads (active online) has 1.4% increased conversion on phone than new leads. • TM RGs retaining at 74% in Year 1 • Digital RGs have higher retention – around 86% • 2 year ROI is 1:3/1
  14. 14. Digital Acquisition = highest ROI Acquisition Metrics Face 2 Face 2 step Lead Gen Direct Online RG New RGs 15,000+ 2,000 - 4,000 2,000 - 4,000 Ave Monthly Gift $ $32.00 $22.00 $35.00 Cost per Acquisition $ $400 $275 - $450 $57 - $450 Year 1 Attrition 58% 47% 14 - 26% ROI Year 1 0.48 0.50 - 0.65 0.80 - 4.5 ROI Year 3 1.78 2.30 2.10 - 5.00+ 5 Year Attrition 77% 71% 55%
  15. 15. Fred Hollows Acquiring RGs online FHF have invested in an ‘Always On’ Direct to RG digital program. “Digital RGs have THE BEST retention of any acquisition channel, and a higher LTV than any other channel.” Simone O’Connor, FHF Simone O’Connor
  16. 16. Fred Hollows Digital RG Always On • Average of 453 new RGs per quarter • 70% NEW donors [first ever gift] • 30% WARM [existing cash donor, convert to RG online] • Cost per new RG is about $450 • Ave. monthly gift $34 is higher than F2F and MUCH higher than Telefundraising converted leads (ave. $22 month) • Year 1 Retention is 4x better than F2F Simone O’Connor
  17. 17. More proof Starship Hospital Foundation Australian Marine Conservation Foundation
  18. 18. Starship – Upgrading with 2nd Ask online
  19. 19. Starship – Upgrading with 2nd Ask online 4-week test Specific language with ”Monthly”/“ongoing gift” message & CTA 3.9% CTR from all ads 2.26% CVR on RG landing page  31 donations  13 NEW RG Donors  Cost per RG Donor - $262  Avg. gift $29  ROI Year 1 – 1.6
  20. 20. AMCS – Nurture & Lead Score to RG • Lead Gen for VOLUME with Petitions & pledges • Email-only form > low barrier to entry, higher CVR and lower CPL ($2.50-$3) • 2 week welcome email journey (specific to campaign signed) • 2 month email onboarding (overall AMCS focus) • Lead score with cash gift ask • If cash gift made sent to TM for RG ask (within 6-9 months of onboarding) • CVR on phone to RG – 8%
  21. 21. Best in class best ROI highest average gift lowest CPA$
  22. 22. Hypothesis: Facebook is a viable acquisition channel for monthly donors. PILOT objective: • Test Hypothesis/ get proof of concept • Set benchmarks to forecast future investment & ROI PILOT results: 12-week Pilot - February to April 2020 (yes, << Covid) • $12,000 Facebook budget to test and learn • 6 tests • 0.61% CVR to donation (Covid Emergency Appeal – 9.6% CVR) • $42 average monthly gift • CPA for new RG $273 Facebook RG Acquisition PILOT
  23. 23. ASRC’s PILOT Test Approach set up their success
  24. 24. ASRC Donor conversion rate % by Audience segment CVR calculated on FB LP Views ASRC Audience Test CVR % Ave Gift $ COLD: interest targeting on FB 0.79% $73.27 POTENTIAL: Look a likes 0.63% $46.71 WARM: Cash donors + subscribers 0.43% $26.23
  25. 25. ASRC PILOT Test Plan
  26. 26. ASRC Facebook RG Acquisition Test Plan $41 ave. monthly donation Huge response during Emergency Appeal
  27. 27. RG Facebook Acquisition ‘Always On’ Rollout 11 weeks of data (mid May to end July 2020) • 14.69% CVR to donation • Ave. 168 donations per week • 75% cash donations • 25% Monthly donations • Cost per new RG $57.14 • Cost per new cash donor $18.72 • 4:46 ROI in less than 3 months
  28. 28. You gotta have a test plan
  29. 29. Has it Got Legs? Test Test TEST
  30. 30. Has it Got Legs? Initial Test Sage tone vs. case study Higher $ handle, monthly only donation option
  31. 31. Has it Got Legs? Sequential Testing DIRECT RG CONVERSION SEQUENCE – 90 DAYS AFTER IF CONVERT AT ANY STAGE – SUPPRESS FROM SEQUENCE
  32. 32. Ready to start?
  33. 33. Are you ready to TEST Digital Acquisition for your org?
  34. 34. Digital RG Acquisition PILOT Option 1 2 31 42 55 5
  35. 35. Lead nurture to RG Acquisition PILOT Option 2 Remarketing
  36. 36. YOU CAN DO IT!
  37. 37. Thank you & Questions? Ask.us@parachutedigital.com.au
  • mildar2011

    Sep. 9, 2020
  • mmarer

    Aug. 27, 2020

In this presentation, Shanelle Newton Clapham and Mamta Bhatt will share case studies of Australian charities that have had successful digital fundraising campaigns to acquire new donors to support their organisation and cause, via online channels. That's people making a direct online donation, sometimes a monthly donation, and showing how digital acquisition ROI compares to other traditional channels of donor acquisition.

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