WOM is seen as the most effective solicitation channel for Gen Y, X, and Boomers For Matures, direct mail is just as effective Younger generations are more open to other forms of solicitation: email (just as effective as dm with Y), social media, phone (though note that they are less likely to have a landline, and we heard in the focus group not as familiar with telemarketing) Mobile solicitation is still its infancy (more on this in a few minutes), but has more acceptance among younger audiences.All generations much more guarded with direct communications if no relationship in place, gets worse as gets older. Mass media the one accepted channel (74% appropriate). Big theme heard in focus groups is Control -- skepticism about getting manipulated. Feel like traditional solicitation channels – phone and mail – are manipulative. They want to feel like they made the choice/they are in control. Giving after hearing a mass media story, and/or being solicited by a friend makes them feel like they made a choice. Prospecting direct mail more acceptable than email across generations by 2:1 (45% to 21%) (different than what we saw on previous slide), but donors described that responding is not always a “feel good” experienceQ22 :Below are a variety of different ways that a charity may approach you and ask for a monetary donation. For each, please indicate how appropriate that approach is.Bold numbering in the table on the right indicates significance at the 95% confidence level
By calling people we made a 20% goal difference.
By calling people we made a 20% goal difference.
I started out with Amnesty International in 1998 working in Member Services, but quickly shifted to the role I’ve had for the past 10 years - as the Online Fundraising Coordinator. This shift was no accident: I’m fascinated by the web and I love integration … and I detest the telephone. As an empathetic person, I figured, “I don’t like it when strangers phone me at home, why would I do this to others?”But I’m a telephone convert. I’m going to walk you through a case study to tell you why I’ve changed my mind.
My case study will illustrate the steps for integrating electronic activism and telephone fundraising. I’m at Amnesty International, afterall – activism is what we do. And with no government funds, we have to be unapologetic fundraisers.I’ll show you the steps that worked for us. And I’ll draw on a few other scenarios so that together we can assess the key ingredients for success.Questions like- is the telephone’s inherent power enough?-what is important about timing – calling right away vs. calling at the right time?- what aspects of web & email integration are critical vs. helpful?
I’ll start with a little context of our fundraising & communication program at Amnesty Canada.Things used to run very smoothly …. Read:In 1998, Amnesty International Canada launched a hugely successful 1-hour television program that was attracting hundreds of new monthly donors every month.This program helped triple our monthly donor file to 30,000 donors, and over the course of 10 years, monthly donors went from a small percentage to our primary source of income.This TV program was a game changer. We had Martin Sheen – “the president of the United States of America” on the West Wing, pre-911, telling YOU to be a monthly donor for Amnesty International. It doesn’t get better than that!Direct mail took a back seat, and the focus of our fundraising program was acquiring monthly donors.
The television program was our core communication vehicle. It made all of our fundraising programs look good – all I had to do to make online fundraising work was integrate our online communications with our tv message and we were attracting 100 new monthly donors every month online.Integration meant:1. Setting up inbound telephone centres to handle calls generated by the TV program2. Revamping our old black & white publications to match the visual impact of our television program3. Introducing email to advertise our tv program and to building a secure online form to allow for fulfillment – and getting this url into the TV broadcast
Read: But then along came the multi-channel universe … and digital tv … and web … and social media. There were just not enough television viewers on the stations we could afford. People were going elsewhere.As we watched TV dry up as a source of monthly donors, we diversified and invested in street canvassing as a new source of monthly donors.
But even with diversifying our source of monthly donors, we couldn’t overcome the problem of attrition. There was nothing we could do with our communications to maintain the emotional power of television. We strengthened our Member Services, we produced beautiful print and online publications. With donors who didn’t understand our work or couldn’t afford to fund it, contacting these donors led to cancellations. So when we were confronted with technical problems related to changes in credit cards, we had to be careful about being pre-emptive in contacting donors. Worse, when a human rights crisis came, we were reluctant to contact our monthly donors – who by this time made up the majority of our membership.
We had no choice but to adapt. We decided it was time to pick up the phone. Fortunately, at the urging of Mike, we began collecting phone numbers, as a routine, about a year and a half ago, in all of our epetitions. And throughout this period, we maintained a strong online activism program for annual donors and our acquisition lists. So we dug into our data and into our campaigning and got back to basics. Here’ s the case study.
Activists around the world, but especially in Latin America, are being targeted, harassed and killed. This is a particularly heart-breaking one. Dora was gunned down while washing her clothes in the river last December. She was an environmental activist in El Salvador who had opposed a proposed Canadian gold mine in her province of Cabañas.Tragically, her story is part of a pattern.
These activists were all killed last year, in Latin America. What they have in common: they raised concerns in their community about the impact of a Canadian mining operations. Typically these are communities in rural areas, whose majority ethnicity is Indigenous.An interesting fact that you’re most like not aware of: Three-quarters of the world’s mining and extractive industries are based in Canada. It has a lot to do with public markets and the fact that the Canadian Venture Exchange has a long history of supporting oil & gas, mining & extractive industries. Another fact that probably won’t surprise you: Canadian-registered companies operating outside of Canada aren’t held to the same standard as in Canada.An elected member of Canada’s parliamentarian is pushing a private members bill to address these problems.The mining lobby is nervous and has been lobbying against the bill. The bill, however, is very close to passing – there’s a vote in Parliament next week.
Here are some highlights of our online campaigning:We started by contacting on e-acquisition list. It’s focused – one theme – 2 options both pointing in the same direction – to take action.This message was sent a year ago October, 2009 to 26,000. The email had a 20% open rate, and a 10% click-through rate – fairly typical these days for us.What did they click on? 2016 take action266 quiz (which led to the action)http://www.amnesty.ca/updates/speakout/oct09/speakout_oct09.html
The recipients were sent to an epetition directed at key Parliamentarians who were on the Committee that reviewed the bill.Note some important aspects to the petition:#1 phone number – we asked. Does this suppress signatures? That’s a debate. We make it a non-mandatory field – and find that about 30% fill it out anyway. It’s worth it#2 counter - why? “social proof”. participants see that 1000s are doing this#3 comments – these are streamed – they build momentum and act as examples – they give participants the confidence to write their own words#4 subscribe – this builds a list for e-cultivation – you can’t use your big list all the time – this filters out the best activists for higher touch cultivation#5 more info – a minor link so as not to distract, but important for legitimacy to show the depth of research/legitimacy of actionother – use of photo, clear action statement, target is obvious, message is clear, opportunity to add personal comments, required fields clearly indicated, link to more comments to increase comfort level of participants3 weeks later, on November 1st, there were 2792 signatureshttp://www.amnesty.ca/urgentappeal/2009/CorpAcct/
More campaigningDecember 10th is International Human Rights Day, and in Canada, we organize an event called Write for Rights, where letter-writing events are held in schools, cafes, community centres across Canada. http://www.amnesty.ca/writeathon/?page_id=1362Thousands more saw this: core activists and a new audienceThe MP spoke at our National OfficeThe Bill C-300 petition was featured as a priority actionWe added a video.
The epetition, Write for Rights, a video were all made shareable on the most important channels for social media:facebooktwitter YouTubeEach of these channels is seen as a support vehicle, not as a campaign tool unto itself: too unproven. Our experience shows that we can have significant success with re-tweeting, facebook postings etc. but with negligible impact on the main action we want people to take.
Now it was time to get to work on the phone. At this stage, we had captured over 5,000 names on this petition. From this, we had 1654 with good phone numbers. And after comparing these names with donors who had made a gift in the last few months, we were left with 1339 calls to make.
This message was sent to the full list. It didn’t mention the phone call. It was sent immediately after the gulf spill and highlighted the shocking fact that every year the same amount of oil as had been spilled in the Gulf is spilled EVERY YEAR in the Niger delta.It gave an opportunity to give immediately through a secure online form. This led to half a dozen monthly gifts.http://www.amnesty.ca/urgentappeal/2010/c300/email/index.html
Aspects of a good donation form:It’s secure: https, verisign, branded, verifiableBest practices: phone giving option, email/phone for questions, charity #, secure, clear layoutGood strategy:-Monthly donation first-Donor testimonial-Benefits of monthly-Premium – t-shirt (reinforced on call)Donation form:https://www.amnesty.ca/secure/joinamnesty.ca/
Now, it was time for the calling.Prior to calling a training session was arranged between our hired callers and the key campaigner. This assured that the callers were motivated to make this campaign work. The script spoke to current news, urgencyAsked first for :1.a monthly gift – emphasizing that it’s easy, if no, 2. a single gift, if no 3. can we send you something in the mail, and4. an invite to learn more by visiting our website
Of all petition-signers, we discovered there were four main segments within the data: -people who only signed the petition, which made up the bulk of the list-people who had also received an on-line newsletter, -those who were once a single-gift donor, and -lapsed monthly donors. Not surprisingly, the lapsed monthly donors had the highest response rate at 18.5 % followed by deep lapsed donors at 11%. Petition signers responded at 7.6% and the people who had also received an e-newsletter had a 9% monthly donor rate.
Can you just call?Not if you don’t have phone numbers!! And to exploit the power of the telephone you need good callers. We use trained professionals.From our experience, the absolutely vital factors for success are:- a meaningful campaign (the feedback from the callers suggests this, felt participation could affect the outcome)-list growth – by whatever means – if social media works for you, fine or video-a quality list is also critical – how do you get it – cultivation by email? Your own donors. But you want a list of people who are pre-disposed to your cause, are capable of giving, are sympathetic to your call to giving. If you’re following this model, where you start by acquiring new people through e-actions, all of the “nice to haves” might be critical in creating the pre-disposition to giving. Cultivation might play a more critical role.
Online and telephone integration
20 Quick Ways to turbo-charge your
online fundraising and campaigning
by combining it with the telephone!
Mike Johnston, HJC and Andrew
Bales, Amnesty International
A VIRTUAL TOUR
• A warning about both channels:
Obama and Momma’s basement
• We are talking about irritating
• Human Moment
• A French Resistance fighter
• Personal Pages, Recorded
Messages, Paul McCartney,
• An Amnesty International case
study (let’s find our 20 Quick Ways
• Finally, some check lists
• Facebook and Twitter
• The End
The Internet can lead to
and positive change
But the Internet
can also lead to
THE HORMONAL ADVANTAGE OF THE
• Humans are biological, social creatures
• They produce hormones that create feelings
of trust when there are interactions
• When someone opens a letter or opens an
email, there are fewer hormone produced
• Face to Face
• Pregnant mothers
The Human Moment
• THE HUMAN MOMENT AT WORK by Edward
M. Hallowell, The Harvard Business Review –
• The human moment has two
1. people’s physical presence
2. their emotional and intellectual
• Human moments take energy
and that’s why they are often
avoided – email.
The Human Moment
• Nature also equips us with
hormones that promote trust and
• Oxytocin / vasopressin
• in-person contact stimulates two
• dopamine, which enhances
attention and pleasure,
• serotonin, which reduces
fear and worry
The Human Moment
• Carnegie-Mellon study also showed that
people who spend time online exhibited:
• increased levels of depression and
• even when only connected a
few hours a week.
The Phone can be irritating…
“The bathtub was invented in 1850 and the telephone in 1875.
In other words, if you had been living in 1850, you could have
sat in the bathtub for 25 years without having to answer the
Life’s biggest irritations ( in order, from least
bothersome to most bothersome):
• opening milk cartons
• Reaching underneath a light shade to turn on/off light
• car alarms
• mobile phones in movie theatres
• voice mail
• drivers who drive slow in the slow lane
• junk mail
• SPAM (junk email)
• Getting a telemarketing call during dinner
Clearly, we are talking about a combination of human interactions that have
the potential to really bother people!
The phone (human voice) have power
“The telephone, which interrupts the most
serious conversations and cuts short the most
weighty observations, has a romance of its
Power and resonance?
• Jacques Lusseyran
• At 16 formed Les Volontaires
de La Liberte
• French resistance fighter
• Within a year, he led 600
young men and women
• He was responsible for
interviewing, and admitting,
every single member of his
Power of the human
• Jacques believed that the
human voice resonated with
• It connects to our inner-
most feelings and deepest
• Important for fundraising
The phone and online?
1: without call; 2: with call
Percentageof Goal Raised- without andwithacall
• A phone test was conducted a second year with
online event registrants…
• The test group that received a phone call (2.5
minutes in length) raised $131.42 more than a
registrant who did NOT receive a call
Online pledge pages and
Not Called Called
Yoga In Motion
Impact of Calling Participants
High touch…high gift
• 20 board member pages
• $237,534 raised ($143,000
by one board member)
• Phone used to stimulate,
manage, and help board
members with their
Results are Inconclusive
hjc Proprietary & Confidential 23
Including Inactive Participants No Call 1 call 2 calls
$84.01 $187.59 $456.18
Excluding Inactive Participants $140.30 $213.85 $596.54
Quote from donor
“MSF contact was perfect. I received one
call that was meant to answer any of my
questions and assist me in fundraising. It
Participant Survey Respondent
The number one rated interaction with MSF was the phone call over
the three month campaign!
hjc Proprietary & Confidential 24
A CASE STUDY IN PHONE
CONVERSION OF E-ACTIVISTS
1000 phone calls – 74 monthly donors giving $9.66 every month
Eactivists to Monthly Donors
In 1998, Amnesty International Canada launched a hugely successful 60-minute
television program that was attracting hundreds of new monthly donors every month.
THE “PRESIDENT” ASKED YOU TO
BE AN AMNESTY MONTHLY DONOR
It was peaceful before the phone
INTEGRATION IN ONE-STEP MONTHLY
INTEGRATION ACROSS ACROSS COMMUNICATION CHANNELS
Phone Print Online
But then along came the multi-channel
television universe … and digital tv … and
web … and social media. TV dried up
Costs per monthly donor:
1998 - $80 2008 - $300
The problem of attrition
Contact = cancellation
No contact = no activism
Amnesty International’s Business
& Human Rights campaign
Dora Alicia Recinos Sorto: On her way back from washing
clothes in the river last December, Dora was gunned down.
She was an environmental activist from El Salvador, who had
opposed a proposed Canadian gold mine in her province of
Activists – especially in Latin America – are being targeted,
harassed and killed
A Pattern – a solution?
June 2009: Gustavo Marcelo Rivera, a well-known
community activist who opposed a Canadian mining
project in El Salvador, was kidnapped and killed.
September 2009: Adolfo Ich Chaman, a teacher, was
attacked with a machete in eastern Guatemala and shot
to death, allegedly by private security guards working for
a Canadian mining company.
November 2009: Mariano Abarca was gunned down in
Chiapas, Mexico. Mariano was a vocal opponent of a
Canadian barite mine near his community.
SEND A FOCUSED MAILING TO
BUILD YOUR LIST
or you can’t start!
priority for calls
Offline-Online integration: the
The power of video: the best
for the human moment
Make shareable content
The e-petition …Write for Rights …the
were all made shareable on facebook,
twitter & YouTube
Timing: the key moment to
The oil spill in the Gulf of Mexico created “peak public
It was time to arrange for the phone call
1654 emails, with a phone number
- minus a data scrub for good numbers
- minus recent donors
1 or 2 days prior to calling, an
Secure donation form
that builds trust
1/30/2015 proprietary and confidential 41
Monthly donation first
Benefits of monthly
Other: phone giving,
questions, charity #,
secure, clear layout
An Amnesty business &
human rights campaigner did a
training session by phone with
-a hierarchy of asks
1. Monthly donation – any
amount (with minimum of
2. Single donation
3. Send a pledge package
4. Go online to learn more
(or make gift)
Recent Lapsed Monthly Donor
Online Petition Only
Lapsed Single Gift Donor
For CPMD of $75.65
$75 / monthly donor vs. $300 / monthly donor
Two part acquisition
strengthens many parts of
1. Set criteria for campaign
2. Ask for phone numbers
3. Get traffic
4. Manage data
5. Send email prior to call
6. Sort coding
7. Write script
9. Pledge packs
A 10-step checklist for
conversion of e-activists
to monthly donors
Phoning is a powerful conversion
technique – the human moment
A phone-based strategy forces
integration of fundraising &
Social Media and the Phone
– one cool example!
• Outbound calling for warm leads
– 1,510 calls (May-December 2009)
• Inbound calling for warm leads
– 503 people filled the form
• Result – 10% conversion
– 193 people converted to paid monthly
Gaza conflict early 2009: Save the Children
UK run National press campaign - text
support for a ceasefire.
Call to action – text CEASEFIRE’ - pass details
onto friends and family .
Campaign goes viral - 182,000 people text -
petition taken to Downing Street.
All supporters were called on their mobile
phones and prior to the call we had no
information (name, address, etc) about these
4.7% converted to monthly giving
• 25% Positive response
• Annual average per donor: 115 euros
• 94% monthly donors
• ROI 1:2.5
Will the phone do EVERTHING in
fundraising in the future?
Let’s make a
list of ALL the
(could) do in
Online and the phone will be
increasingly important for major
gifts and legacy giving
Canada 15 103
Canada 22 232
United States 52 164
Mexico 9 1,043
Four Legacy Online
Of the 1,043 Mexican legacy leads, over 800 volunteered their telephone
numbers. What would you do?
A VIRTUAL CONCLUSION
• The human voice is potent, primal
and effective when used PROPERLY
• When it is combined with the
online channel’s ability to create
multi-channel leads, It’s a killer
• Use it to help personal fundraising
pages and events
• Use it to convert activists to donors
• Use your checklists to make sure
both the phone and online are in
synch with one another
• WE MUST STEP OUT OF OUR OWN