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New tech DMA2018

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Weaving New Technology into Fundraising

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New tech DMA2018

  1. 1. #DCNP1 8 WEAVING NEW TECHNOLOGY INTO YOUR PROGRAM.IT’S NOT SCARY!! Dane Grams Membership Director @HRC Lesley Hostetter Vice President @lautmandc
  2. 2. #DCNP1 8CAN YOU SAY YES TO ANY OF THESE QUESTIONS? • Want to shake up your digital program? • Feel like email is your only real digital channel? • Feel you’re lagging behind other organizations? • Are you willing to take a risk? Then let’s get @lautmandc @hrc #dcnp18 2
  3. 3. #DCNP1 8 A Culture That Values INNOVATI ON @lautmandc @hrc #dcnp18 3
  4. 4. #DCNP1 8 First: SET GOALS What do you want to accomplish? 1 Set up a hypothesis: make it measurable! 2 @lautmandc @hrc #dcnp18 4
  5. 5. #DCNP1 8 HRC’s GOALS Activist conversion (increase membership) Enhance advocacy experience Raise more money @lautmandc @hrc #dcnp18 5
  6. 6. #DCNP1 8 Second: MARKET RESEARCH What’s the competition doing? What’s corporate America doing? Meet with vendors Ask for case studies @lautmandc @hrc #dcnp18 6
  7. 7. #DCNP1 8Third: MAKE A DECISION & EXECUTE! Assign a task manager Establish a strategy Allow ample time to work out the kinks @lautmandc @hrc #dcnp18 7
  8. 8. #DCNP1 8 WHAT WE’VE TRIED @lautmandc @hrc #dcnp18 8
  9. 9. #DCNP1 8 A Way for HRC to Connect With 2.5 Million Facebook Friends @lautmandc @hrc #dcnp18 9
  10. 10. #DCNP1 8 ACCELERAT E CHANGE Build trusted relationships New model to shape constituencies @lautmandc @hrc #dcnp18 10
  11. 11. #DCNP1 8 HOW WE GOT 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 @lautmandc @hrc #dcnp18 11
  12. 12. #DCNP1 8RESULTS Since October 2017: Launched 36 messages (2.3 per week) Average read rate of 70% Average click through rate of 3% 35,461 total subscribers 16,000 weekly active users $14,000 in 5 months Revenue spiked Giving Tuesday through 12/31 @lautmandc @hrc #dcnp18 12
  13. 13. #DCNP1 8Our Thoughts So Far… Messenger has a lot of potential Strengths: Low-cost Ongoing relationship High engagement High action rates Challenges: Messaging platforms are new/changing Hard to develop high- demand services Data synch can be complicated @lautmandc @hrc #dcnp18 13
  14. 14. #DCNP1 8 Email Is Great … But What About Mobile? • 95% of Americans now own a mobile phone • 85% of American adults send text messages @lautmandc @hrc #dcnp18 14
  15. 15. #DCNP1 8 HISTORY OF HRC’s SMS PROGRAM Rapid-fire growth in mobile number collection: • Around marriage equality • After Trump’s election SMS file is over 360,000 strong 30% are SMS-only @lautmandc @hrc #dcnp18 15
  16. 16. #DCNP1 8 Fundraising Engagement Advocacy! @lautmandc @hrc #dcnp18 16
  17. 17. #DCNP1 8 THE MOST ACTIVE MEMBERS ARE ON SMS Cadence: 5-6 messages per month 95% of texts are opened 30% of advocacy actions come from SMS audience Revenue nearly doubles each year @lautmandc @hrc #dcnp18 17
  18. 18. #DCNP1 8 Powerful Advocacy Platform  Social Integration @lautmandc @hrc #dcnp18 18
  19. 19. #DCNP1 8 NATIONAL COMING OUT DAY: 10/11/17 First Real Engagement Effort 2 Emails 1 SMS Drove to Phone2Action page @lautmandc @hrc #dcnp18 19
  20. 20. #DCNP1 8 Reasonabl e Goal: 2,017 actions in 24 hours @lautmandc @hrc #dcnp18 20
  21. 21. #DCNP1 8IT WORKED! 40% of All Actions Came From SMS Audience@lautmandc @hrc #dcnp18 21
  22. 22. #DCNP1 8 Using Phone2Acti on For Advocacy @lautmandc @hrc #dcnp18 22
  23. 23. #DCNP1 8 NEXT STEPS FOR P2A • Regular advocacy campaigns on local, state, national level, gearing up for midterms • Grow mobile P2A audience to 250,000 users @lautmandc @hrc #dcnp18 23
  24. 24. #DCNP1 8 How to Raise More Money Online: Simple Innovations Fueled by Technology
  25. 25. #DCNP1 8TOGGLE DONATION FORM 3-fold Increase in New Sustainers! @lautmandc @hrc #dcnp18 25
  26. 26. #DCNP1 8AUTO RENEWAL Achieving Incredible Growth • 15% of all online donations are auto-renewal • 10,000 members and growing • Retention hovers above 50% • Recurring revenue is in the hundreds of thousands @lautmandc @hrc #dcnp18 26
  27. 27. #DCNP1 8PROCESSING FEE It Works! • 60% of donors opt in • 70% of sustainers choose it! • 78% of auto renewers choose it! @lautmandc @hrc #dcnp18 27
  28. 28. #DCNP1 8LIGHTBOXES!! @lautmandc @hrc #dcnp18 28
  29. 29. #DCNP1 8 A Lot of Appetite For Video
  30. 30. #DCNP1 8
  31. 31. #DCNP1 8HRC’s Take on Video Pros: On Facebook – increased engagement, visibility Highly shareable Cons: Emails with video have soft response Drive to Facebook = no donations Placing video on landing pages is clunky @lautmandc @hrc #dcnp18 31
  32. 32. #DCNP1 8 Online Advocacy Tool  User Generated Video @lautmandc @hrc #dcnp18 32
  33. 33. #DCNP1 8TURNED TO COUNTABLE Tried as Launch of December 2016 Campaign Knew it was a high-bar ask… • 2 emails • Many social promos @lautmandc @hrc #dcnp18 33
  34. 34. #DCNP1 8RESULTS 35% conversion (of people who initiated video) Really high quality 108 videos @lautmandc @hrc #dcnp18 34
  35. 35. #DCNP1 8 SO…HAS HRC REACHED THEIR GOALS?
  36. 36. #DCNP1 8YASSS!  Advocacy actions grew by 26% last year  Calls to Congress surged 100x more calls  Membership grew by 8%  Revenue projections surpassed @lautmandc @hrc #dcnp18 36
  37. 37. #DCNP1 8KEY TAKE AWAYS  Technology is changing – so should you! Invest in Research & Development People crave EASY interactive experiences  Start moving to mobile NOW  Video is great but keep it on Facebook & don’t count on it for fundraising Be nimble and don’t be afraid to@lautmandc @hrc #dcnp18 37
  38. 38. #DCNP1 8 What’s working for YOU?
  39. 39. #DCNP1 8 Thank You! Dane Grams Membership Director @HRC Lesley Hostetter Vice President @lautmandc

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