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19NTC Technology

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Weaving Technology into your program

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19NTC Technology

  1. 1. WEAVING NEW TECHNOLOGY INTO YOUR PROGRAM – IT’S NOT SCARY! #19NTCNOTSCARY
  2. 2. WEAVING NEW TECHNOLOGY INTO YOUR PROGRAM—IT’S NOT SCARY M A R C H 1 4 , 2 0 1 9 #19NTCNOTSCARY 2
  3. 3. DO YOU… Want to shake up your digital program? Feel like you’re relying on email too much? Think you’re lagging behind other organizations? Want to take a risk on something new? #19NTCNOTSCARY 3
  4. 4. A Culture That Values INNOVATION #19NTCNOTSCARY 4
  5. 5. FIRST: SET GOALS 5 What do you want to accomplish? Set up a hypothesis: make it measurable. #19NTCNOTSCARY
  6. 6. • Grow supporter file • Supporter conversion • Enhance advocacy experience • Raise more money HRC’s GOALS #19NTCNOTSCARY 6
  7. 7. SECOND: MARKET RESEARCH 7#19NTCNOTSCARY
  8. 8. RESEARCH WHAT’S THE COMPETITION DOING WHAT’S CORPORATE AMERICA DOING? MEET WITH VENDORS ASK FOR CASE STUDIES #19NTCNOTSCARY 8
  9. 9. THIRD: DECIDE & EXECUTE! 9#19NTCNOTSCARY • Assign a task manager • Establish a strategy • Allow ample time to work out the kinks • Agree to FAIL FAST
  10. 10. NEW TOOLS HRC HAS TRIED #19NTCNOTSCARY 10
  11. 11. 11#19NTCNOTSCARY
  12. 12. TEXT MESSAGES REACH YOUR DONORS #19NTCNOTSCARY 12 • 85% of American adults send texts • Texts have an estimated 99% open rate. • Response rates average 90 seconds.
  13. 13. HISTORY OF HRC’s MOBILE PROGRAM Rapid-fire growth in mobile number collection: • Around marriage equality • After Trump’s election SMS file is 390,000 strong 30% are SMS-only #19NTCNOTSCARY 13
  14. 14. ADD MOBILE ASKS EVERYWHERE 14#19NTCNOTSCARY
  15. 15. THE MOST ACTIVE MEMBERS ARE ON SMS Cadence: 3-4 messages per month 95% of texts are opened 30% of advocacy actions come from SMS audience Revenue nearly doubles each year #19NTCNOTSCARY 15
  16. 16. SMS FILE IS VALUABLE Best advocates – • 2.5x more actions than rest of file • Advocacy response rate typically 2x higher than email file • Fundraising response rate typically 2x higher than email file #19NTCNOTSCARY 16
  17. 17. Fundraising Engagement Advocacy! 17 Fundraising #19NTCNOTSCARY Mail-chaser Engagement SMS works for it all!
  18. 18. #19NTCNOTSCARY 18
  19. 19. NATIONAL COMING OUT DAY 2 Emails 1 SMS Drove to Phone2Action page #19NTCNOTSCARY 19 First Real Engagement Effort
  20. 20. REASONABLE GOAL: 2,017 actions in 24 hours 20#19NTCNOTSCARY
  21. 21. IT WORKED! 40% of All Actions Came From SMS Audience #19NTCNOTSCARY 21
  22. 22. NEXT: ADVOCACY #19NTCNOTSCARY 22
  23. 23. ONE-TO-ONE MESSAGING— TWO-WAY DIALOGUE •Spearheaded by Field Teams leading up to the 2018 elections after a geo-targeted test. •Quickly adopted by Events staff … and then Membership. #19NTCNOTSCARY 24 Take Action, Attend Rallies, Drive to Polls. Donate? #19NTCnotscary
  24. 24. BUT FIRST: #19NTCNOTSCARY 25 ASSIGNED OWNERSHIP TO 2 STAFFERS GOT TRAINING, DID RESEARCH WROTE UP POSSIBLE WAYS TO TEST
  25. 25. TEST #1: CONVERT PEOPLE USING HUSTLE TO BROADCAST SMS PROGRAM Script: Hi {Supporter Name}! I’m {Agent Name} w/ HRC. Just reaching out to say thank you so much for supporting LGBTQ equality at such a critical time. We couldn’t fight the this fight without you! Want to sign- up for our HRC Mobile Action Network text alerts? We only send 1-3 msgs a month w/ critical news and you can unsubscribe at any time." #19NTCNOTSCARY 26 22% RESPONSE! -12% said YES -10% said NO
  26. 26. TEST #2: SUSTAINER INVITE CHASER: #19NTCNOTSCARY 27 11% of responders said yes! (.6% response rate) #19NTCnotscary This is what the Hustle platform looks like. Very straightforward!
  27. 27. WORTH THE HYPE? PROS - Fast (1,000 records/hr) - Very personal feel - Way to text people who haven’t opted in CONS - Need to warm up the list first - Not sure it’s worth the staff time - Legality may become an issue #19NTCNOTSCARY 28
  28. 28. 29#19NTCNOTSCARY
  29. 29. ACCELERATE CHANGE #19NTCNOTSCARY 30 Build trusted relationships by meeting people where they are
  30. 30. GETTING STARTED Initial data matching: total reachable audience of 11,000 Second round of matching: 20,000 more reachable users Reachable Users = Facebook users who have opted in to receive HRC messages #19NTCNOTSCARY 31
  31. 31. WITHIN 15 MONTHS: AVERAGE CADENCE: 3.5 messages/month AVERAGE READ RATE: 61% AVERAGE CLICK THROUGH RATE: 5.57% 61,585 total subscribers 38,881 total active users $14,000 in revenue #19NTCNOTSCARY 32
  32. 32. Highest Read Rate & Click Through Rate 66% OF SUBSCRIBERS READ THIS 24% CLICKED THROUGH #19NTCNOTSCARY 33
  33. 33. Biggest Revenue Generator 80 DONATIONS, $3,246 #19NTCNOTSCARY 34
  34. 34. SURVEY SAYS? STRENGTHS: Low-cost One on one conversations at scale High engagement High action rates CHALLENGES: Messaging platforms are new/changing Hard to develop high-demand services that monetize Data sync can be complicated #19NTCNOTSCARY 35
  35. 35. Simple Innovations Fueled by Technology #19NTCNOTSCARY 36
  36. 36. TOGGLE DONATION FORM 3-fold Increase in New Sustainers! #19NTCNOTSCARY 37
  37. 37. AUTO RENEWAL: INCREDIBLE GROWTH • 15% of all online donations are auto-renewal • 18,000 members and growing • Strong retention rates • Recurring revenue is in the hundreds of thousands #19NTCNOTSCARY 38
  38. 38. PROCESSING FEE • 60% of donors opt in • 70% of sustainers choose it! • 78% of auto renewers choose it! #19NTCNOTSCARY 39
  39. 39. POP UPS: MONTHLY GIFTS Unsuccessfully tested this. - Donation completion rate cut in half - Didn’t increase sustainer rate #19NTCNOTSCARY 40
  40. 40. POP UPS: AUTO RENEWAL Winning Test: - 70% increase in number of auto renewals! - More 1x gifts too! #19NTCNOTSCARY 41
  41. 41. KEY TAKE AWAYS #19NTCNOTSCARY 42 Technology is changing – so should you! Invest in Research & Development People crave EASY interactive experiences Start moving to mobile NOW Optimize donation process Be nimble and don’t be afraid to change course
  42. 42. #19NTCNOTSCARY 43 THANK YOU! Kristina Williams Kristina.Williams@hrc.org Lesley Hostetter Lhostetter@lautmandc.com

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