Geoff Handy, Humane Society of the United                                   States                     Sheetal Persaud, hj...
   Why advocacy is powerful for fundraising   Strategies for:    ◦ Recruiting and cultivating advocates    ◦ Converting ...
The opportunity3
Non-donors who’d taken action online were 2.3x more likely to donate           than non-donors in the email file who hadn’...
Source: Charitable Memberships, Volunteering and Discounts: Evidence from a Large-Scale Online Field         Experiment. M...
   “Advocates will donate. Donors will take    action.”
All HSUS OnlineDonors                  Have acted                  62%                               Have not             ...
Have acted85%        Have        not        15%
   Both are valid ways to help any cause   Advocacy actions, and advocacy victories,    “prime the pump” for appeals    ...
Source: Convio, 200210
   Test various channels and strategies    ◦   Organic (e.g., tell a friend)    ◦   Social media and mobile    ◦   Events...
90,000lettersmailed
   If you can find high quality lists – paid    acquisition of advocates can pay off   Multiple benefits    ◦   list gro...
   Care2, change.org   Facebook ads   Google ads/adwords   Email list rental   Online display advertising
   At least get:    ◦ First Name, Last Name      Can at least do an append on    ◦ Email +permission          this data f...
   Advocacy has a fairly wide definition. It can be a    non-political engagement activity too, e.g.:    ◦ Pledges    ◦ M...
   Ask early in the relationship   Tie your ask to the advocacy action, ideally   Ask for a lower donation amount if ad...
   Option 1: Ask immediately    ◦ Take Action  Tell a Friend  Donate    ◦ Take Action  Donate    ◦ Take Action  Choic...
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   Option 1: Ask immediately    ◦ Take Action  Tell a Friend  Donate    ◦ Take Action  Donate    ◦ Take Action  Choic...
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   Option 1: Ask immediately    ◦ Take Action  Tell a Friend  Donate    ◦ Take Action  Donate    ◦ Take Action  Choic...
$6,415 came from thethank you page andemail12% of total campaignrevenue!1.85% conversion rate$30.99 average gift(ask was $...
   Option 2: Ask within days    ◦ Email Welcome Series       Generic       Tailored to the action they joined on    ◦ F...
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   Option 2: Ask within days    ◦ Email Welcome Series      Generic      Tailored to the action they joined on    ◦ Fol...
   Option 2: Ask within days    ◦ Email Welcome Series      Generic      Tailored to the action they joined on    ◦ Fol...
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Group 1                                    Day 12                                  Monthly ask DAY 2       DAY 5       DAY...
%        % List     Users   Donors SustainersGroup 1   3092    0.36%    0.16%Group 2   3097    0.29%    0.06%Group 3   308...
   Serve as an engagement device   Help you understand the    motivation/demographic of the audience    ◦ Collect more i...
   Ask early in the relationship   Tie your ask to the advocacy action, ideally   Ask for a lower donation amount if ad...
   For large buckets of newly acquired advocates,    try a dedicated welcome series based on the    issue they joined on ...
   For large buckets of newly acquired advocates,    try a dedicated welcome series based on the    issue they joined on ...
   Sent to 192,000 “horse responders”    ◦ This group includes all who have taken action on      horse-related issues   ...
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   Results:    ◦ Sent to 192,000    ◦ Open rate: 25.3%      Average disaster appeal open rate: 8.5-12.5%    ◦ Donation r...
   For large buckets of newly acquired advocates,    try a dedicated welcome series based on the    issue they joined on ...
   Example for people who joined through our    Spay Day photo contest:    ◦ “Thank you for participating in the Spay Day...
   Ask early in the relationship   Tie your ask to the advocacy action, ideally   Ask for a lower donation amount if ad...
   Three emails sent to 1.04 million advocates    who had not donated in previous 24 months   3,380 donations totaling $...
   Ask early in the relationship   Tie your ask to the advocacy action, ideally   Ask for a lower donation amount if ad...
   Email and web asks can get you so far...   To secure higher rates of conversion, bring    other channels into the mix...
3.24% direct mail response rate$59 direct mail average giftAverage response on prospecting packages 0.30%
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   If you are testing advocate lists in direct mail,    pick segments that have:    ◦ Voluntarily given a full address   ...
   Best way to secure monthly gifts   Can cost-effectively link scripts with online    behavior   Can cost-effectively ...
   Up-front costs   External vendor(s) plus staff time to hire,    manage   Training of call center staff or volunteers...
   Email welcome series followed by phone call      6-8 weeks after actionMonthly      Avg.      OTG      Avg.   Cost per...
Costs per monthly donor (primarily DRTVdriven) :1998 - $80             2008 - $300
18.50%20%18%                                Recent Lapsed Monthly16%                                Donor14%              ...
   1000 phone calls – 74 monthly donors giving    $9.66 every month                       73
   Goal: Convert online one-time donors and    advocate non-donors into monthly sustainers   Process:    ◦ Newly acquire...
RESULTSCampaign             # Contacted   % Converted   Breakeven Point                                                 (i...
   Conversion doesn’t always happen right away   Key is to keep them active with ongoing    communication
   When acquiring advocates:    ◦ Collect enough information    ◦ Acquire in multiple ways    ◦ Remember: Advocacy does n...
   Ask quickly    ◦ Make the ask part of the action    ◦ Make it high profile    ◦ Follow up with an email welcome series...
   Relate the ask to the action    ◦ What brought this person to you? So what might      motivate them to give?          ...
   When using direct mail to convert:    ◦ Integrate with advocacy    ◦ Test a campaign update    ◦ Mail as soon as possi...
   When using telemarketing to convert:    ◦ Push for monthly giving    ◦ Refine your scripts with your best lists    ◦ C...
Don’t forget to visit the   Solutions Showcase!Many of the ideas discussed today areon display at the Solutions Showcase! ...
What's hiding behind your petition? Finding donors through advocacy
What's hiding behind your petition? Finding donors through advocacy
What's hiding behind your petition? Finding donors through advocacy
What's hiding behind your petition? Finding donors through advocacy
What's hiding behind your petition? Finding donors through advocacy
What's hiding behind your petition? Finding donors through advocacy
What's hiding behind your petition? Finding donors through advocacy
What's hiding behind your petition? Finding donors through advocacy
What's hiding behind your petition? Finding donors through advocacy
What's hiding behind your petition? Finding donors through advocacy
What's hiding behind your petition? Finding donors through advocacy
What's hiding behind your petition? Finding donors through advocacy
What's hiding behind your petition? Finding donors through advocacy
What's hiding behind your petition? Finding donors through advocacy
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What's hiding behind your petition? Finding donors through advocacy

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What's hiding behind your petition? Finding donors through advocacy

  1. 1. Geoff Handy, Humane Society of the United States Sheetal Persaud, hjc #bridgeconf
  2. 2.  Why advocacy is powerful for fundraising Strategies for: ◦ Recruiting and cultivating advocates ◦ Converting advocates into donors
  3. 3. The opportunity3
  4. 4. Non-donors who’d taken action online were 2.3x more likely to donate than non-donors in the email file who hadn’t 4
  5. 5. Source: Charitable Memberships, Volunteering and Discounts: Evidence from a Large-Scale Online Field Experiment. May 2009, National Bureau of Economic Research, A. Lange, A. Stocking. 5
  6. 6.  “Advocates will donate. Donors will take action.”
  7. 7. All HSUS OnlineDonors Have acted 62% Have not 38%
  8. 8. Have acted85% Have not 15%
  9. 9.  Both are valid ways to help any cause Advocacy actions, and advocacy victories, “prime the pump” for appeals ◦ They tie mission and giving together ◦ They enable the motivated advocate to take another step 9
  10. 10. Source: Convio, 200210
  11. 11.  Test various channels and strategies ◦ Organic (e.g., tell a friend) ◦ Social media and mobile ◦ Events ◦ Paid Capture the right informationWe’ll also talk about how non-advocacyfocused organizations can acquire advocates
  12. 12. 90,000lettersmailed
  13. 13.  If you can find high quality lists – paid acquisition of advocates can pay off Multiple benefits ◦ list growth ◦ prospect recruitment ◦ branding ◦ advocacy
  14. 14.  Care2, change.org Facebook ads Google ads/adwords Email list rental Online display advertising
  15. 15.  At least get: ◦ First Name, Last Name Can at least do an append on ◦ Email +permission this data for address/phone (US only) ◦ Zip Try for ◦ Phone (make it optional) ◦ Full address
  16. 16.  Advocacy has a fairly wide definition. It can be a non-political engagement activity too, e.g.: ◦ Pledges ◦ Messages of support ◦ Thank you’s It does not mean you need to re-characterize your organization if you are a 501(c)(3) or registered charity
  17. 17.  Ask early in the relationship Tie your ask to the advocacy action, ideally Ask for a lower donation amount if advocate doesn’t respond to traditional ask amount Ask through multiple channels
  18. 18.  Option 1: Ask immediately ◦ Take Action  Tell a Friend  Donate ◦ Take Action  Donate ◦ Take Action  Choice of options 27
  19. 19. 28
  20. 20. 29
  21. 21. 30
  22. 22. 31
  23. 23.  Option 1: Ask immediately ◦ Take Action  Tell a Friend  Donate ◦ Take Action  Donate ◦ Take Action  Choice of options 32
  24. 24. 33
  25. 25. 34
  26. 26.  Option 1: Ask immediately ◦ Take Action  Tell a Friend  Donate ◦ Take Action  Donate ◦ Take Action  Choice of options 37
  27. 27. $6,415 came from thethank you page andemail12% of total campaignrevenue!1.85% conversion rate$30.99 average gift(ask was $25)
  28. 28.  Option 2: Ask within days ◦ Email Welcome Series  Generic  Tailored to the action they joined on ◦ Follow-up Action  Take 2nd Action  Donate ◦ Follow-up Appeal  The one-timemonthly one-two punch 39
  29. 29. 40
  30. 30. 41
  31. 31. 42
  32. 32.  Option 2: Ask within days ◦ Email Welcome Series  Generic  Tailored to the action they joined on ◦ Follow-up Action  Take 2nd Action  Donate ◦ Follow-up Appeal  The one-timemonthly one-two punch 43
  33. 33.  Option 2: Ask within days ◦ Email Welcome Series  Generic  Tailored to the action they joined on ◦ Follow-up Action  Take 2nd Action  Donate ◦ Follow-up Appeal  The one-timemonthly one-two punch 44
  34. 34. 45
  35. 35. 46
  36. 36. Group 1 Day 12 Monthly ask DAY 2 DAY 5 DAY 10 Group 2Welcome Action Survey Day 18 email number 2 + email Monthly ask donation ask Group 3 Day 25 Monthly ask
  37. 37. % % List Users Donors SustainersGroup 1 3092 0.36% 0.16%Group 2 3097 0.29% 0.06%Group 3 3088 0.29% 0%TOTAL 9277 0.31% 0.11%
  38. 38.  Serve as an engagement device Help you understand the motivation/demographic of the audience ◦ Collect more information Serve as a great springboard to ask for donations
  39. 39.  Ask early in the relationship Tie your ask to the advocacy action, ideally Ask for a lower donation amount if advocate doesn’t respond to traditional ask amount Ask through multiple channels
  40. 40.  For large buckets of newly acquired advocates, try a dedicated welcome series based on the issue they joined on ◦ Can include monthly giving, one-time giving, micro- donation asks, and peer to peer invitations Group advocates into issue-oriented groups, and segment your appeals to drive response over time Use transitional language to move advocates into your “regular” communication/appeal stream 51
  41. 41.  For large buckets of newly acquired advocates, try a dedicated welcome series based on the issue they joined on ◦ Can include monthly giving, one-time giving, micro- donation asks, and peer to peer invitations Group advocates into issue-oriented groups, and segment your appeals to drive response over time Use transitional language to move advocates into your “regular” communication/appeal stream 52
  42. 42.  Sent to 192,000 “horse responders” ◦ This group includes all who have taken action on horse-related issues Content focused on wildfires’ impact on horses 53
  43. 43. 54
  44. 44.  Results: ◦ Sent to 192,000 ◦ Open rate: 25.3%  Average disaster appeal open rate: 8.5-12.5% ◦ Donation rate: 0.66%  Average disaster appeal donation rate: 0.04-0.05% ◦ Raised $94,000 from 1,413 donors 55
  45. 45.  For large buckets of newly acquired advocates, try a dedicated welcome series based on the issue they joined on ◦ Can include monthly giving, one-time giving, micro- donation asks, and peer to peer invitations Group advocates into issue-oriented groups, and segment your appeals to drive response over time Use transitional language to move advocates into your “regular” communication/appeal stream 56
  46. 46.  Example for people who joined through our Spay Day photo contest: ◦ “Thank you for participating in the Spay Day Pet Photo Contest! We are thrilled that you have chosen to join our community - heres how you can help more animals today.” 57
  47. 47.  Ask early in the relationship Tie your ask to the advocacy action, ideally Ask for a lower donation amount if advocate doesn’t respond to traditional ask amount Ask through multiple channels
  48. 48.  Three emails sent to 1.04 million advocates who had not donated in previous 24 months 3,380 donations totaling $141,500 ◦ Avg. gift > $40 ◦ Gift range $5 - $500 ◦ Donation participation rate:
  49. 49.  Ask early in the relationship Tie your ask to the advocacy action, ideally Ask for a lower donation amount if advocate doesn’t respond to traditional ask amount Ask through multiple channels
  50. 50.  Email and web asks can get you so far... To secure higher rates of conversion, bring other channels into the mix These usually perform much better than prospecting files
  51. 51. 3.24% direct mail response rate$59 direct mail average giftAverage response on prospecting packages 0.30%
  52. 52. 66
  53. 53.  If you are testing advocate lists in direct mail, pick segments that have: ◦ Voluntarily given a full address ◦ Taken additional action (e.g., made comments) ◦ Have taken action recently
  54. 54.  Best way to secure monthly gifts Can cost-effectively link scripts with online behavior Can cost-effectively link calling windows with online outreach Can convert advocates who haven’t made a donation online
  55. 55.  Up-front costs External vendor(s) plus staff time to hire, manage Training of call center staff or volunteers Technology (donation processing, managing data) 69
  56. 56.  Email welcome series followed by phone call 6-8 weeks after actionMonthly Avg. OTG Avg. Cost perResponse Monthly Response Gift MonthlyRate Gift Rate4.6% $16.40 2.5% $34.40 $296
  57. 57. Costs per monthly donor (primarily DRTVdriven) :1998 - $80 2008 - $300
  58. 58. 18.50%20%18% Recent Lapsed Monthly16% Donor14% 11% Online Petition Only12% 9% 8% E-newsletter Subscriber10%8% Long Lapsed Montlhly6% Donor4%2%0% 72
  59. 59.  1000 phone calls – 74 monthly donors giving $9.66 every month 73
  60. 60.  Goal: Convert online one-time donors and advocate non-donors into monthly sustainers Process: ◦ Newly acquired online names were first invited by email to become monthly donors ◦ Then we called them. Callers were segmented by the campaign on which they joined 74
  61. 61. RESULTSCampaign # Contacted % Converted Breakeven Point (in months)Factory Farming 309 14.2% 5.8Animal Fighting 1,028 11.3% 7.6Seals/Fur 558 16.4% 6.5Puppy Mills 946 18.0% 5.6All Issues/General 9,043 9.2% 9.6
  62. 62.  Conversion doesn’t always happen right away Key is to keep them active with ongoing communication
  63. 63.  When acquiring advocates: ◦ Collect enough information ◦ Acquire in multiple ways ◦ Remember: Advocacy does not always need to be political/policy oriented 77
  64. 64.  Ask quickly ◦ Make the ask part of the action ◦ Make it high profile ◦ Follow up with an email welcome series with an ask as part of the emails 78
  65. 65.  Relate the ask to the action ◦ What brought this person to you? So what might motivate them to give? 79
  66. 66.  When using direct mail to convert: ◦ Integrate with advocacy ◦ Test a campaign update ◦ Mail as soon as possible after the advocacy action 80
  67. 67.  When using telemarketing to convert: ◦ Push for monthly giving ◦ Refine your scripts with your best lists ◦ Call people as soon as possible after the advocacy action 81
  68. 68. Don’t forget to visit the Solutions Showcase!Many of the ideas discussed today areon display at the Solutions Showcase! #bridgeconf

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