Care2 Turbofinal2

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Turbo-Charge Your Online Fundraising

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  • .
  • The campaign: READ “Online advocates…” The Nature Challenge is a campaign for individuals to protect the planet and reduce their carbon footprint. When you join, you receive a newsletter with green living tips, you get access to the Green Room online where you can talk to other people who are taking the Challenge, and so on.
  • Historic run, 1 st of the season, rain/sleet or snow.
  • By calling people we made a 20% goal difference.
  • By calling people we made a 20% goal difference.
  • Care2 Turbofinal2

    1. 1. <ul><li>Turbo-charge your Online Fundraising: </li></ul><ul><li>How online and telephone can make </li></ul><ul><li>a killer combination for fundraising </li></ul>For Audio Call: 1-408-792-6300 Event Number: 665 795 542 Presented By: Leslie Karp of Defenders of Wildlife, Deanna Bickford of Stratcom, Michael Johnston, President & CEO, HJC New Media, and Eric Rardin, Care2 April 6, 2010
    2. 2. Using WebEx <ul><li>Chat & raise hand </li></ul><ul><li>If you are having internet audio problems, you can dial in using a landline 1-408-792-6300 Event Number: 665 795 542 </li></ul><ul><li>If you lose your internet connection, reconnect using the link emailed to you. </li></ul><ul><li>WebEx Support: 1-866-229-3239 </li></ul>For Audio: 1-408-792-6300 Event Number: 665 795 542
    3. 3. This Webinar is being Recorded <ul><li>The webinar will be available on the Frogloop blog at http://www.Frogloop.com </li></ul><ul><li>You will receive a link to this presentation following the webinar. </li></ul><ul><li>Tweeting the webinar? Use the Twitter hashtag: #Care2 </li></ul>For Audio: 1-408-792-6300 Event Number: 665 795 542
    4. 4. For Audio: 1-408-792-6300 Event Number: 665 795 542 <ul><li>Nonprofits use Care2 for: </li></ul><ul><li>Online Advocacy </li></ul><ul><li>Email list growth </li></ul><ul><li>Donor lead acquisition </li></ul><ul><li>Driving traffic to website </li></ul><ul><li>Advertising and branding </li></ul><ul><li>Surveys and research </li></ul><ul><li>Education and outreach </li></ul>What is Care2? <ul><li>Citizens use Care2 for: </li></ul><ul><li>Starting or signing petitions </li></ul><ul><li>Volunteering </li></ul><ul><li>Donating $ </li></ul><ul><li>Spreading news </li></ul><ul><li>Commenting on blogs </li></ul><ul><li>Starting groups (organizing) </li></ul><ul><li>Joining nonprofits </li></ul><ul><li>The largest online community of people “making a difference” </li></ul><ul><li>13 million “do-gooders” </li></ul>
    5. 5. Leslie Karp, Defenders of Wildlife For Audio: 1-408-792-6300 Event Number: 665 795 542
    6. 6. About Defenders of Wildlife <ul><li>Founded in 1947 </li></ul><ul><li>Mission - Defenders works to protect imperiled wildlife and habitat in North America and around the world. </li></ul><ul><li>Staff - 160 total: </li></ul><ul><ul><li>10-person Membership team (includes Member Services) </li></ul></ul><ul><ul><li>9-person Online Marketing & Communications Department manages all fundraising/activism emails, websites, online activity </li></ul></ul><ul><li>Membership and Online Statistics </li></ul><ul><ul><li>~500,000 members (donors) </li></ul></ul><ul><ul><li>~750,000 e-supporters (including members) </li></ul></ul><ul><li>Also includes Defenders of Wildlife Action Fund – our 501(c)4 sister organization </li></ul>For Audio: 1-408-792-6300 Event Number: 665 257 208
    7. 7. Why convert online activists to donors through telemarketing: <ul><li>Because Online Activists are warm prospects already invested in your organization’s mission they more likely to become valuable donors! </li></ul><ul><li>Multi-channel communications = higher value </li></ul><ul><li>Value from least to most : </li></ul><ul><ul><li>Offline donors without email </li></ul></ul><ul><ul><li>Offline donors with email/Online donors Online/offline donors </li></ul></ul><ul><ul><li>Online/Offline Donors </li></ul></ul><ul><li>Penetrate younger, more affluent audience </li></ul><ul><ul><li>(online donors tend to be younger (average age 49 vs. 62) </li></ul></ul><ul><ul><li>and have a higher average income) </li></ul></ul><ul><li>Tap into a donor’s preferred channel </li></ul><ul><li>Often more satisfied and engaged supporters, too! </li></ul><ul><li>Providing more opportunities to give! </li></ul>For Audio: 1-408-792-6300 Event Number: 665 795 542
    8. 8. Average Annual Revenue Per Donor by Channel <ul><li>Multi-channel donors nearly 3x more valuable than single channel donors. Source: Defenders of Wildlife Jul08-Jun09 </li></ul>For Audio: 1-408-792-6300 Event Number: 665 795 542
    9. 9. Defenders donors are migrating from online to offline, but not vice-versa <ul><li>First-year donors—made only offline donations in 2006 (who gave in 2007): </li></ul><ul><ul><li>97.7% gave offline only in 2007 </li></ul></ul><ul><ul><li>2.3% gave online (and in some cases offline) in 2007 </li></ul></ul><ul><ul><li> Problem: Often no email addresses for offline only donors </li></ul></ul><ul><li>First-year donors—made online donation in 2006 (who gave in 2007): </li></ul><ul><ul><li>47% gave offline only in 2007 </li></ul></ul><ul><ul><li>53% gave online (and in some cases offline) in 2007 </li></ul></ul><ul><ul><li> Online donors converting to offline </li></ul></ul><ul><ul><li> Direct mail (DM)/telemarketing (TM) critical for retaining online-acquired donors </li></ul></ul>For Audio: 1-408-792-6300 Event Number: 665 795 542
    10. 10. Online Activist Telemarketing <ul><li>Goal: To convert online activists to our Wildlife Guardian (monthly giving) program, third ask is a one time gift ask </li></ul><ul><li>Approach: Telemarketing - 12 campaigns per year (monthly) </li></ul><ul><li>Since 2006, the Online Activist program has generated almost 5000 sustaining donors </li></ul><ul><ul><li>If only half of these donors have remained in the program, that translates to more than $1.2mm since 2006! </li></ul></ul><ul><li>The Online Activist Invite TM program is projected to yield 3,500 new sustaining donors during 2010 with a projected 12 month value of $350,000 in the billing program alone. </li></ul>For Audio: 1-408-792-6300 Event Number: 665 795 542
    11. 11. Defenders’ Wildlife Guardian program <ul><li>Monthly giving program with multiple invite channels: </li></ul><ul><ul><li>Member Telemarketing Invite </li></ul></ul><ul><ul><li>Online Activist Telemarketing Invite </li></ul></ul><ul><ul><li>Direct Mail Invite </li></ul></ul><ul><ul><li>Web Invite </li></ul></ul><ul><li>Has grown from ~16,000 members to ~24,000 members since 2006 – a growth of 50% </li></ul><ul><li>Generates $3 million net per year for Defenders of Wildlife </li></ul>For Audio: 1-408-792-6300 Event Number: 665 795 542
    12. 12. Segmentation Solutions <ul><li>Don’t get lost in the details! </li></ul><ul><ul><li>Focus on passing the best data </li></ul></ul><ul><ul><li>Keep it simple </li></ul></ul><ul><li>Identify key metrics for your organization, they might be: </li></ul><ul><ul><li>Age on File </li></ul></ul><ul><ul><li>Recency of actions </li></ul></ul><ul><ul><li>Number of Actions </li></ul></ul><ul><ul><li>Origin </li></ul></ul><ul><ul><li>Issue </li></ul></ul><ul><ul><li>Donor’s Age </li></ul></ul><ul><ul><li>Donor to other NPOs </li></ul></ul><ul><ul><li>Email status—valid-email, hard-bounced, unsubscribed, etc. </li></ul></ul><ul><li>Each organization is different, find the best criteria to segment on for you! </li></ul>For Audio: 1-408-792-6300 Event Number: 665 795 542
    13. 13. DOW – Online Activist TM Invite Segmentation For Audio: 1-408-792-6300 Event Number: 665 795 542
    14. 14. <ul><li>DOW’s March Online Activist Results </li></ul><ul><li>* Please note this call is still in progress </li></ul><ul><li>Despite the fact that this graph is hard to read, if you imagine that more recent creation dates, more recent action dates and lower number of actions are closer to the top of each segment, the key take away is: </li></ul><ul><li>The closer to inception date, the more likely to convert to becoming a donor! </li></ul>For Audio: 1-408-792-6300 Event Number: 665 795 542
    15. 15. DOW’s March Online Activist Results Projection <ul><li>This campaign is still in progress, but to put the numbers into perspective, if the call ended today: </li></ul><ul><ul><li>392 new monthly donors with an average gift of $10.57 </li></ul></ul><ul><ul><li>That is a 12 month gross revenue of $49,721! </li></ul></ul><ul><ul><li>235 one time gifts for a total of $4,993 gross revenue </li></ul></ul>For Audio: 1-408-792-6300 Event Number: 665 795 542
    16. 16. Things to Keep in Mind: Online Activist TM Long-term Statistics For Audio: 1-408-792-6300 Event Number: 665 257 208 <ul><li>Online Activist TM generally has a lower pledge rate, credit card rate and fulfillment rate than Member Invitations. We usually see: </li></ul><ul><ul><li>Sustainers – pledge rate around 6%, credit card rate around 25-30% and fulfillment around 60% </li></ul></ul><ul><ul><li>One Time Gifts – pledge rate around 4%, credit card rate around 40% and fulfillment around 65% </li></ul></ul><ul><li>Online Activist telemarketing generally pays for itself within 5-7 months </li></ul>
    17. 17. Thank you! <ul><li>Please feel free to contact me with any questions </li></ul><ul><ul><li>LKarp@defenders.org </li></ul></ul>For Audio: 1-408-792-6300 Event Number: 665 795 542
    18. 18. Deanna Bickford, Strategic Communications For Audio: 1-408-792-6300 Event Number: 665 795 542
    19. 19. The Opportunity <ul><li>“ There is a huge opportunity to expand cross-pollination between advocacy and fundraising.” </li></ul><ul><li>-- Online Marketing Benchmark Index Study, Convio, 2009 </li></ul>For Audio: 1-408-792-6300 Event Number: 665 795 542
    20. 20. The Opportunity For Audio: 1-408-792-6300 Event Number: 665 795 542
    21. 21. The Opportunity <ul><li>There are now solid figures to justify online + phone engagement and conversion strategies </li></ul><ul><li>Conversion breaks through the “show me the money” factor with social media marketing… </li></ul><ul><li>Return on Investment will be greater the sooner you develop a comprehensive strategy for conversion and act on it </li></ul><ul><li> </li></ul>For Audio: 1-408-792-6300 Event Number: 665 795 542
    22. 22. Start simple… <ul><li>Be sure to capture email addresses, street addresses, zip code - and include phone </li></ul><ul><li>Get permission to contact them in future </li></ul><ul><li>Follow up to online actions with thank-you page, and thank-you email with an ask option (can also add direct mail or voice mail) </li></ul><ul><li>Continue to engage supporters via various channels </li></ul><ul><li>Phone through the entire list to convert your online activists into donors </li></ul>For Audio: 1-408-792-6300 Event Number: 665 795 542
    23. 23. The Fear: Our donors hate being phoned! For Audio: 1-408-792-6300 Event Number: 665 795 542
    24. 24. The Reality: <ul><li>Calling your online activists is the most effective way to convert them to donors. </li></ul>For Audio: 1-408-792-6300 Event Number: 665 795 542
    25. 25. Conversion – DM vs. Phone For Audio: 1-408-792-6300 Event Number: 665 795 542
    26. 26. Other benefits <ul><li>It’s a great way to update and engage online activists – has the informality of email but the personal touch of face-to-face </li></ul>For Audio: 1-408-792-6300 Event Number: 665 795 542
    27. 27. Other benefits… <ul><li>Using the phone is a low investment risk, because programs can be started and stopped at any time </li></ul><ul><li>Cleans up your list so that you have the most up-to-date contact info about your supporters </li></ul>For Audio: 1-408-792-6300 Event Number: 665 795 542
    28. 28. Case Study – Advocacy Org Post-campaign conversion phone appeal: New advocates who took an online action on a series of campaigns to support public broadcasting were called 6-12 months after registering their contact info. For Audio: 1-408-792-6300 Event Number: 665 795 542
    29. 29. Case Study – Advocacy Org Primary ask  Single gift Number contacted = 5527 New donors gained: 857 Conversion rate: 15.5% (incl.1.3% monthly) Average gift: $43.01 $9.05 monthly Year 1 ROI: .8 For Audio: 1-408-792-6300 Event Number: 665 795 542
    30. 30. Case Study – Advocacy Org Net cost to acquire a new donor = $11 LTV = $165 For Audio: 1-408-792-6300 Event Number: 665 795 542
    31. 31. Case Study – Environmental Org Post-campaign conversion phone appeal: Online advocates who took part in an online Call to Action were called within 12 months after they signed up. They were also sent a voice message to tell them of the upcoming call one week prior . For Audio: 1-408-792-6300 Event Number: 665 795 542
    32. 32. Case Study – Environmental Org Primary ask  Monthly gift Number contacted = 4180 New donors gained: 484 Conversion rate: 11.6% (9.2% monthly!) Ave. gift: $11.26 monthly $42.46 single Year 1 ROI: .98 For Audio: 1-408-792-6300 Event Number: 665 795 542
    33. 33. Case Study – Environmental Org Net cost to acquire a new donor = $3 LTV = $430 For Audio: 1-408-792-6300 Event Number: 665 795 542
    34. 34. In summary… Convert direct to monthly giving, with fall-back single gift option. Return on investment  high Long term value  high For Audio: 1-408-792-6300 Event Number: 665 795 542
    35. 35. Just remember… <ul><li>Sooner is better to launch your phone conversion program – preferably within 3 months after the online action </li></ul><ul><li>Larger lists are more cost-effective, best if 8000 + </li></ul><ul><li>Be sure to do phone number verification and look-up for those records without phone numbers </li></ul>For Audio: 1-408-792-6300 Event Number: 665 795 542
    36. 36. As always, “Thank You” is key! <ul><li>Hi, Susan… </li></ul><ul><li>I just wanted to thank you for your recent action… </li></ul><ul><li>Thanks to you, we’ve been able to… </li></ul>For Audio: 1-408-792-6300 Event Number: 665 795 542
    37. 37. For more info, or to receive our newsletter: <ul><li>[email_address] </li></ul>For Audio: 1-408-792-6300 Event Number: 665 795 542
    38. 38. Michael Johnston, HJC New Media For Audio: 1-408-792-6300 Event Number: 665 257 208
    39. 39. The phone can be irritating… <ul><li>“ The bathtub was invented in 1850 and the telephone in 1875. In other words, if you had been living in 1850, you could have sat in the bathtub for 25 years without having to answer the phone.” </li></ul><ul><li>Bill DeWitt </li></ul>For Audio: 1-408-792-6300 Event Number: 665 795 542
    40. 40. But it can have power and resonance <ul><li>“ The telephone, which interrupts the most serious conversations and cuts short the most weighty observations, has a romance of its own” Virginia Woolf </li></ul>For Audio: 1-408-792-6300 Event Number: 665 795 542
    41. 41. We’re talking online and phone, but... <ul><li>Remember that online should be working with all channels. </li></ul><ul><li>Email – your cheap and easy friend </li></ul><ul><li>Direct Mail – your oldest friend </li></ul><ul><li>Social media and SMS – you new friends </li></ul><ul><li>Phone – your best friend </li></ul><ul><li>Maybe we’ll do another session on ALL channels another day... </li></ul>For Audio: 1-408-792-6300 Event Number: 665 795 542
    42. 42. More on calling personal page registrants to improve their fundraising hjc Proprietary & Confidential For Audio: 1-408-792-6300 Event Number: 665 795 542
    43. 43. The phone and online? For Audio: 1-408-792-6300 Event Number: 665 795 542
    44. 44. Further tests… <ul><li>A phone test was conducted a second year with online event registrants… </li></ul><ul><li>The test group that received a phone call (2.5 minutes in length) raised $131.42 more than a registrant who did NOT receive a call </li></ul><ul><li>This could be for memory/tribute NOT just events… </li></ul>For Audio: 1-408-792-6300 Event Number: 665 795 542
    45. 45. Another example For Audio: 1-408-792-6300 Event Number: 665 795 542
    46. 46. High touch… high gift amounts <ul><li>20 board member pages </li></ul><ul><li>$237,534 raised ($143,000 by one board member) </li></ul><ul><li>Phone used to stimulate, manage, and help board members with their personal pages </li></ul>For Audio: 1-408-792-6300 Event Number: 665 795 542
    47. 47. For Audio: 1-408-792-6300 Event Number: 665 795 542
    48. 49. Case study For Audio: 1-408-792-6300 Event Number: 665 795 542 All calls Email sent within one day No email sent within one day Contacts 1866 939 773 Success – new monthly donor 7.21% 8.18% 6.60% Success – single gift 0.46% 0.20% 0.65% Send Form – new monthly donor 3.08% 3.05% 2.91% Send Form – single gift 0.31% 0.41% 0.22% Average gift – monthly gift $41.10 £48.53 £36.46 Av gift Val Success – One time $1.32 £0.00 £2.50 Yr 1 ROI 0.86 1.03 0.75 YR 4 ROI 3.77 4.44 2.95
    49. 50. SMS Collect mobile phone numbers during the advocacy action and instead of emailing the thank you text them a thank you. Then send them a text to give, ask or call that mobile number. For Audio: 1-408-792-6300 Event Number: 665 795 542
    50. 51. One million text “votes” in 51 days. For Audio: 1-408-792-6300 Event Number: 665 795 542
    51. 52. When Greenpeace finished the mobile text campaign they had 800,000 new contacts, and 180,000 whom agreed to be called They called those individuals… 50% converted to monthly giving For Audio: 1-408-792-6300 Event Number: 665 795 542 9.65% conversion to monthly giving: 15,388 170,658 called on their mobile phones 7.6 million dollars LTV (over 5 years) Average gift 3.28 dollars/month
    52. 53. Medecins San Frontiers Austria 50% converted to monthly giving For Audio: 1-408-792-6300 Event Number: 665 795 542 50% converted to monthly giving 60% said YES Voice and text to build relationships 282,000 Euros in single gifts
    53. 54. Why we have to get this right Catholic Relief Services – when someone made a text donation during the Haiti earthquake aftermath they were given a chance to connect to a call centre. The organization believed that “calls could build a stronger bond with donors”. They are right – and we’ve shown you. Sprint Nextel shut the service down. Charities need to fight for the FCC to make sure that texts, like telephone calls, cannot be interrupted by phone companies. You can see why it’s important!
    54. 55. Sending a recorded message works too! For Audio: 1-408-792-6300 Event Number: 665 795 542
    55. 56. Today’s Takeaways… <ul><li>Leslie Karp – Defenders of Wildlife proves that the telephone is an excellent tool to find monthly and single gift donors from online activist files – and the sooner you ask, the better! </li></ul><ul><li>Deanna Bickford – reinforces Leslie’s point with even more evidence that the phone is your friend when it comes to converting online warm leads to donors </li></ul><ul><li>Mike Johnston – finished by showing that the phone can help pledge based giving; find donor value in paid social media; been a proven partner with text message giving; and works as a recorded message </li></ul><ul><li>In the end, using the phone in the right way - at the right time - will vastly improve the value of your online investments </li></ul>For Audio: 1-408-792-6300 Event Number: 665 795 542

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