Slides from NetSquared Toronto's April 29 meetup. The event was hosted by Shabs and features Claire Kerr. Here's Claire's slides from the event. Learn how to choose and leverage acquisition channels that reach the right donors. The presentation will help you design sophisticated targeting that attracts more qualified fundraising prospects across all your digital channels. You will leave with tactical tips to apply to your 2020 digital strategy, no matter which database, content management system, fundraising tool, or email platform you're currently using.

1. DIGITAL ACQUISITION:
Targeting the right donors at the right time
CLAIRE KERR
Director, Canada - Care2
LAWS OF ATTRACTION

2. Claire Kerr
Claire@care2team.com
Linkedin.com/in/ClaireToronto

3. Where are we in COVID19 response?
Early results from Care2 donation pixel partners
show:
- 46% of our partners in the US had their best weeks
of 2020 the week of April 13th & April 20th.
- 69% saw an increase in donors the first half of April
vs. last half of March.

4. CanadaHelps.org
"We first saw a really big dip in the first few
days … And then we saw an unprecedented,
breathtaking rally in Canadian supporting
charities … Donations up 65% ... Overall
donation dollars surged 92% ... Also, a 58%
increase in new monthly donation plans.”

5. CASE STUDY WHO WE ARE HOW WE DO IT BRAND ENGAGEMENT
40+ Examples of
COVID-19 Response
From Charities &
NPOs

6. M+R Benchmarks 2020
Nonprofit investment in digital ads
increased by 17% in 2019
Direct Fundraising: 44%
Branding, Awareness, or Education: 24%
Lead Generation: 23%

7. M+R Benchmarks 2020

8. Why do we focus on lead generation?
On average, 39% of donors who made an
online gift to a nonprofit in 2018 made an
online gift again to that nonprofit in 2019.

9. • donor retention rates (new donor retention,
repeat donor retention and overall donor
retention);
• donor gains, losses and net;
• dollar gains, losses and net;
• growth in giving ($); growth in number of
donors; and donor attrition.
General fundraising performance indicators:
How is your file doing?

10. AFP Fundraising Fitness Test
http://afpfep.org/tools/fft/

11. Why digital acquisition?
On average, the cost
to acquire a new lead
through digital
advertising was $2.49
(USD). - M+R
“Online acquired donors are
more likely to become a
multichannel donor than an
offline acquired donor.”
- NextAfter.com

12. Blackbaud Luminate Online Benchmarks 2019:
Canadian Stats!
Email List (YOY Change) UP 12.41%
Each usable email address worth $21.97 in annual revenue.
“The return on investment for cultivating your email list can be significant.
Increase segmentation and personalization in your communications to deepen
your relationship with constituents and encourage sustainer and repeat gifts.”
- Blackbaud

14. • Building digital donor profiles
• Acquisition for fundraising
• Re-engagement on digital platforms with
your own data
How do we find the warmest leads?

15. Here’s a screenshot of the items inside my Amazon.ca
account that have been suggested to me.

17. MY NETFLIX ACCOUNT
MY DAD’S ACCOUNT

18. Amazon and Netflix are sitting on big data about our
browsing, viewing, purchasing histories, as well as
our demographic information like gender, age, &
location.
They’ve used it to build a persona about my
preferences vs. family’s preferences.
The platforms know that if they target content to me based on my preferences, I am
more likely to take the action they suggest.
In these examples, the actions are:
Purchase items
Watch streamed content

19. Retailers know that not every
product, service, or event will be
interesting to everybody.
GoPro lists products by “activity”
not by name, knowing that they
are targeting surfers, divers, and
musicians by their hobby or
profession.
Inbound Marketing

20. For example:
Seeing this Instagram advertisement could suggest
the audience could be some combination of the
following:
- Identifies as female
- Follows fashion influencers
- Shops locally
- Is vegan or interests include ethical fashion
- Gen Y / Millennial
- Follows and/or purchases from a similar brand
- Has visited this website or a competitor’s website.

21. Age / Gender / Location
Income level
Event Attendance
Giving history
Education
Related interests
Peer groups / Family
Acquisition channel
HOW DOES THIS APPLY TO THE CHARITABLE SECTOR?
DONOR PERSONAS

22. Marketers often write detailed
descriptions of their ideal
customers or users.
Here’s an example from a
charity that has identified 3
personas: Donor, Volunteer,
Event Participant.

23. Create a DIGITAL supporter persona:
• Browsing device(s) – What % are mobile?
• Online interests
• Favorite social networks
• Brands or charities like your own they follow online
• Typical online activities (watching video, playing games)
• Favorite content to consume
• Donation method
• Favorite influencers to follow
• Keywords when searching for content online
• Previous engagement with you
• Previous event attendance

24. WHEN CREATING YOUR PERSONA –
ANSWER THE QUESTIONS:
• Where do they hang out online?
• What content motivates them to take
action? (How are they incentivized?)
• What do they search for online?
• Who do they follow?
• What are their values?

25. VALUES & IDENTITY
“A donor identity: a common set of interests based on
the core reason of why people give to you.”
- Nick Ellinger, DonorVoice – The myth of the average donor

27. WHERE DO YOU GET THE DATA POINTS TO FILL OUT
YOUR PERSONA?
• Information in your CRM (database)
• Donor surveys / feedback
• Industry or product research
A persona usually is a mix of information
from your own donors and research you
have done.

28. - Less interested in
traditional giving
channels, values
unique experiences
- Looking for
opportunities to involve
the company in
charitable initiatives
- Previous major donor,
monthly donor, event
participant (top
fundraiser?)
Cause-minded
Millennial
HR or CSR
Officer in
big corp
Veteran
Supporter

29. THEORY:
The FOGG
BEHAVIOURAL MODEL
https://www.behaviormodel.org/
The science behind getting
people to take action!

30. Motivation – Target audience supports
accessibility for children in Toronto and
enjoys charity challenges.
Ability – You can click here to register
directly from Instagram.
Prompt – Register to fundraise for a
good cause now!

31. Motivation – End the practice of
keeping dolphins in captivity.
Ability – You can sign this pledge to tell
this corporation how you feel.
Prompt – Get a rubber bracelet that
states your love of dolphins!

32. SO MANY PLATFORMS…

33. Wherever you acquire a new supporter:
The engagement funnel begins!
- Welcome series
- Engagement actions
- Cultivation series
- Donation ask
The more multichannel, the better:
- Email, SMS, Phone, DM?

38. Facebook Ad Library

41. NO MATTER WHICH SOCIAL ADS
PLATFORM YOU CHOOSE YOU CAN:
Target an audience by your choice of
characteristics
Set a daily/maximum campaign budget
Track your conversion to your goals

42. Let’s imagine a
DIY fundraising
event!

43. - Less interested in
traditional giving
channels, values
unique experiences
- Looking for
opportunities to involve
the company in
charitable initiatives
- Previous major
donor or event
participant (top
fundraiser?)
Cause-minded
Millennial
HR or CSR
Officer in
big corp
Returning
Leader
One goal for all 3 personas!

44. Easy Team Building!
The most talked about engagement experience in Toronto.
Do It For The Gram
The most creative way to help kids.
Be Queen Of The Hill Again
Crush the challenge, win new prizes.

45. USING YOUR OWN DATA

47. RE-ENGAGE YOUR SUPPORTERS

48. BACK UP YOUR OTHER CHANNELS!

49. LOOK-A-LIKE AUDIENCES

50. “The targeting resulted in over 850
new donors to Mercy Corps.”
- Anne Bell-Fysh, Mercy Corps

51. DON’T FORGET TO KEEP IN MIND
Always have a mobile-friendly call-to-action!

52. Claire Kerr
Chat with me about
finding new supporters!
claire@care2team.com
nkedin.com/in/ClaireToronto