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Fast, Cheap, and Under Control
This document summarizes a presentation about using online advocacy to acquire new donors for nonprofit organizations in a fast, cheap, and controlled manner. It discusses how Care2, an online community of engaged supporters, works with nonprofits to design advocacy actions and acquire multi-channel leads. When timely events occur, targeted emails to acquired supporters can successfully prompt donations. Examples are provided where calls to action around disasters raised thousands of dollars in donations at low costs. Optimization of post-action forms, welcome emails, and cross-promotion are also discussed to improve acquisition and fundraising results from online advocacy campaigns.
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Fast, Cheap, and Under Control
- 1. 10/1/2013 #bbcon 1 Fast,Cheap and Under Control Online Advocacy as an Acquisition Engine PRESENTED BY SARAH DIJULIO & CLINT O’BRIEN
- 2. 10/1/2013 #bbcon 2 TWEETABOUT THIS SESSION #FASTCHEAP @MRCAMPAIGNS @CARE2
- 3. • Largest communityof engaged people taking action daily to support causes they care about Ranked among 150 most highly trafficked U.S. web networks, by Quantcast • Care2’s nonprofit clients also reach an additional 150 M people via Care2’s revenue-sharing media partner program, which includes Mother Jones, AlterNet, Ms. Magazine, eNature.com, The American Prospect, National Memo, VolunteerMatch, LeftAction, Democrats.com and 200+ more partners • 23 million members • 75% Women • Avg Age = 42 • Educated • High HH Income • Monthly unique audience of 16 M people About Care2
- 4. Source: Target AnalyticsdonorCentrics Q1 2013 Index of National Fundraising Performance The Problem: Direct Mail Acquisition of New Donors Is Declining Consistent decline since 2005 Nonprofits need new ways to find new donors
- 5. Online Donor AcquisitionStrategies -- Compared PRICE VOLUME SEM Google Grants SEO Email List Sharing Social Media Email Append Paid Acquisition
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- 7. Paid Acquisition –of Warm Donor Leads • Goal = Recruit multi-channel donor prospects and supporters who are warm – i.e. “pre-qualified” to boost likelihood of conversion into actual donors • Only pay for actual captured leads – not for “branding,” “awareness,” impressions, exposure, advocacy, etc. • Tap existing communities of people who already care about my cause – preferably w/ good demographics, income, etc. PLUSES • High volume. High quality. Fast. Proven model • No real work involved, until leads delivered MINUSES • Upfront cost • You still must cultivate, convert leads into donors
- 8. + = • Noduplicates. All leads are new to the nonprofit, not supporters they had already • Cost per lead pricing. Nonprofit pays only for actual leads delivered • Multichannel leads. Nonprofit receives email address AND postal address. Sometimes phone numbers, too Prequalified “Warm” Leads Paid Acquisition Model (cont’d) Behavioral Targeting Permission Based Marketing
- 9. Online Community ofEngaged “Do Gooders” Who Take Action Every Day to Support Causes Behavioral segment that cares about YOUR cause Subset that takes YOUR branded action Sub- subset that signs up for YOUR list Multi-Channel Donor Leads, Asking to be in Relationship with YOUR Nonprofit Paid Acquisition Model (cont’d)
- 10. • The hostof an online community sends email alerts to members, urging them to click through to take actions • Actions may be pledges, petitions, surveys, polls, quizzes, photo contests How it Works Paid Acquisition Model (cont’d)
- 11. The contact infocaptured includes full name, email, street address, state and zip code. • Landing page features action that member is being urged to take • It includes the nonprofit’s branding and approved content
- 12. • After takingaction, the person is invited to take the extra step of signing up for the nonprofit’s email list • The invitation to subscribe includes the nonprofit’s logo and a sentence or two describing the content that the person will receive Paid Acquisition Model (cont’d)
- 13. October 2012 Event: HurricaneSandy Hits New York and New Jersey Hard • Huge news coverage • Covenant House decided to launch an “emergency donor appeal” targeting (among others) 40K just-recruited Care2 members “Seizing the Moment”
- 14. • Covenant Housein Sept/October of 2012 acquired 40K Care2 supporters • CH received 624 donations, worth $24,000, after 3 mo. • 11 of the new donors were monthly donors • Total Cost = $70,000 • Profit = ($46,000) • Investment per donor acquired (after 3 mo.) = $73.70 • ROI = Still negative but trending well; should turn positive by Jan. 2014. Covenant House Hurricane Sandy Campaign - Results
- 15. Ongoing Major Event: CivilWar in Syria • Huge news coverage. • IRC decided to launch an “emergency donor appeal” targeting IRC supporters and Care2 members • Appeal sent in early September 2013 (last month) “Seizing the Moment”
- 16. • Chaperoned, IRC- brandedemail sent to 235,547 Care2 members who took prior disaster relief action • 48,645 opens (21.08% open rate) • 1,288 clicks ( Click-to- Open Rate = 2.59%, Click- to-Sent Rate = 0.55% ) • 74 donations, worth $7.733 (avg gift = $104.50) • Total Cost = $7,500 • Profit = $233 • ROI after 1 mo. = 3% • All donors were new donors for IRC IRC Syria Campaign - Results
- 17. March 2013 Event: Poachersslaughter 86 elephants in Chad • Some news coverage by The Guardian, National Geographic, etc. • IFAW decided to launch an “emergency donor appeal” targeting IFAW supporters and Care2 members “Seizing the Moment”
- 18. • Chaperoned, IFAW- brandedemail appeal sent to 276,705 Care2 members who had taken action previously to help wildlife • 85,141 opens (30.77% open rate) • 4,456 clicks ( Click-to- Open Rate = 5.23%, Click-to-Sent Rate = 1.61% ) • 949 donations, worth $34,712 • Total Cost = $10,000 • Profit = $24,712 • ROI = 147% IFAW Elephant Campaign - Results
- 19. Trying to Shortcutthe 2-Step Fundraising Process: “End-of-Funnel” Donation Ask • Petition action; good for advocacy AND acquisition
- 20. “End-of-Funnel” Donation Ask(cont’d) • Shown AFTER supporter signs up for list – so lead captured already • Avoids recruiting least likely prospects – prompts them to unsubscribe • Good cultivation for ALL prospects to see – not just those who donate • But typically very few prospects are ready to donate yet, at this point
- 21. Welcome Email Message to Online- Acquired Supporter • Timelinesscounts. Should be sent out within 24 hours of the new supporter’s having signed up for your list
- 22. 6.4 million AdvocacyActions $61.3 million in 12 Months
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- 26. Page 26 A FewPaid Advertising Advocacy Options
- 27. Page 27 Paid Ad(vocacy)Return on Investment (ROI) $1.31 $2.09 $1.54 $1.43 $1.60 $1.31 $0.40 $- $0.50 $1.00 $1.50 $2.00 $2.50 2006 2007 2008 2009 2010 2011 2012 Online Offline
- 28. Page 28 Paid AdROI: 2006 Buys $4.11 $3.84 $3.69 $2.43 $1.35 $0.80 $0.00 $0.50 $1.00 $1.50 $2.00 $2.50 $3.00 $3.50 $4.00 $4.50 Online Offline
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- 31. Page 31 Turn ona dime.
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- 33. Page 33 Breaking: PresidentObama’s Marriage Announcement
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- 40. Page 40 Optimize YourAdvocacy Form
- 41. Page 41 Optimize YourPost-Action Form
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- 43. Page 43 Cross-Promos vs.Paid Ads $ Raised / Subscriber $- $2.00 $4.00 $6.00 $8.00 $10.00 $12.00 $14.00 $16.00 $18.00 2006 2007 2008 2009 2010 2011 2012 Paid Ad Cross Promotion
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- 45. Page 49 THANK YOU!! SARAHDIJULIO SDIJULIO@MRSS.COM 202-478-6170 CLINT O’BRIEN CLINT@CARE2TEAM.COM 202-785-7308