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Getting punched in the face
The document describes a campaign to recruit 5,000 participants for Scholio within three weeks that initially failed to meet its goals. It outlines various target audiences that were planned to engage but problems surfaced. The campaign pivoted to test different messages, imagery and motivations through Facebook ads. This improved conversion rates from 5% to over 10% but was still too slow. Further testing of audiences, messages and motivations increased conversion rates to over 40% and recruitment goals were met. Lessons learned include questioning plans and stakeholders, using split testing capabilities, and working with experienced Facebook ad specialists.
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Getting punched in the face
- 1. WHISPERER donor:D £ $ GETTING PUNCHED IN THEFACE HOW TO SURVIVE WHEN A CAMPAIGN FAILS FROM THE START
- 4. W H IS P E R E R donor:D £ $ THE BRIEF Recruit 5,000 study participants for Scholio in three weeks (Participant is counted as recruited when they have filled in the enrolment survey.)
- 5. GOT QUESTIONS? Ask atany time.
- 6. W H IS P E R E R donor:D £ $ PLANNING (WHAT WE THOUGHT MIGHT WORK)
- 7. W H IS P E R E R donor:D £ $ TARGET AUDIENCES AND MOTIVATIONS • Students and researchers in e-democracy • Motivated by financial incentives, improving democracy • Marginalised communities • Want to stop abuse of their community • Subject “experts” • Keen on discussing a topic they are evangelistic about • Journalists • Need better quality comments on their articles to generate new stories • Campaigners and existing networks • Motivated by a desire to build peace
- 8. W H IS P E R E R donor:D £ $
- 9. W H IS P E R E R donor:D £ $
- 10. W H IS P E R E R donor:D £ $
- 11. W H IS P E R E R donor:D £ $
- 12. W H IS P E R E R donor:D £ $
- 14. W H IS P E R E R donor:D £ $ THEN TWO PROBLEMS SURFACED IMMEDIATELY
- 15. W H IS P E R E R donor:D £ $ TO RECAP • The Hemingway Editor will train you to write good copy; • It won’t check for supporter-focussed copy; • It doesn’t check for SUCCESS criteria; • Use the cheat sheet alongside it until you write like this without even thinking.
- 16. W H IS P E R E R donor:D £ $ AND SO… THE ONLY OPTION WE HAD WAS TO GET IN THE RING
- 25. Wrong message &voice Wrong imagery & brand Wrong tech Wrong audience… maybe?
- 27. 4841 visits tothe website 273 sign-ups 20 sign-ups per day 5% conversion rate Way too slow!
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- 29. W H IS P E R E R donor:D £ $ THE PIVOT A NEW APPROACH NEEDED
- 30. W H IS P E R E R donor:D £ $ TARGET AUDIENCES AND MOTIVATIONS • Students and researchers in e-democracy • Motivated by financial incentives, improving democracy • Marginalised communities • Want to stop abuse of their community • Subject “experts” • Keen on discussing a topic they are evangelistic about • Journalists • Need better quality comments on their articles to generate new stories • Campaigners and existing networks • Motivated by a desire to build peace
- 34. 50 sign upsa day 11% conversion rate Still not enough
- 38. 100 sign upsa day 16% - 41% conversion rate WOOT l
- 39. W H IS P E R E R donor:D £ $ WHAT I LEARNED • Don’t panic. Trust the process. • You are probably wrong about at least one thing. • If your tech doesn’t allow you to split test, track and rework, bin it and start over. • Facebook advertising interface is horrible. Work with Dawn from Morello Marketing because she knows it inside out. • Question roles, responsibilities, key stakeholders.
- 40. W H IS P E R E R donor:D £ $ WHAT I CONFIRMED: • Test audience, imagery, message and motivation as much as possible before you spend lots of time and money on building widgets. • Don’t use a carousel to give different messages to different audiences. • Or ever use a carousel. Just don’t.
- 41. WHISPERER donor:D £ $ TRY THIS PROCESSFOR YOURSELF • Want to try and recruit a new audience? • Put your email address on a post-it • Or tweet @donor_whisperer