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From BBCon Oct 2012 & Bridge Conference Aug 2013
Citation preview
Think FAST, Think BIGSecrets of America’s Most Sophisticated
Nonprofits
Presented by
Sarah DiJulio, M+R Strategic Services
Stephanie Lauf, Planned Parenthood Federation of America
Kelly Townsend, Humane Society of the United States
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2007
• 2 renewals tied to DM
• 2 EOY prospect appeals
• 1 standalone membership
appeal
$123,828 raised
• 1 theme, 1 goal
• 6 appeals over 6 weeks
• Integration with DM,
TM, eNews, mobile, social
media, HRC.org
$501,711 raised
2008
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Use the right touch points.
Optimize each touch point.
100% Lift
?What’s the long term value of donors we bring in on a $5 ask? Does an animated GIF increase clickthrough rates? Should our three-message sustainer series ask for $4, $4, $4? Or $10, $10, $5? Or $12, $12, $6? Open donation field vs. HPC-based ask string? Does adding an optional “phone” field drop conversion rates? Should we remove dollar signs and cents from our donation pages? Does guilt-inducing red text bring back lapsed members? How long does it take for a sustainer ask to break even vs. a one-time email ask? Should monthly giving get real estate on HRC.org? Should the main “Donate” link on the homepage lead to a donation form or a design-heavy page with a few giving options? What’s the multi-year performance of “discount membership” donors? Should we ask prospects to “Join HRC” or “Donate to HRC”? What’s the breakeven cost for any given premium? Do straight allies perform better with language about straight allies? Should emails have a callout box up top or centered? Do social media “influencers” make more valuable donors? Etc
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Subject: Hateful leaders take over – straight allies needed!
Subject: Hateful leaders take over
Expand the Base
83% Lift
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BREAKING: President Obama’s marriage announcement
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From: Chelsea HandlerSubject: Argh
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• 826,000 unique signers to Open Letter• Over 30% were new list members• Tons of donations• Over 35,000 calls to Congress• Facebook and Twitter audiences more than
doubled• Supporter were energized like never before• Most importantly: WE WON.
By the end of the campaign
Tick Tock of KomenDate Email Social
1/31 Disappointing news from a friend (Donate)
Announcement (4pm) Donate (6pm)
2/1 Wow. Just wow. (Sign on) Open Letter (2:30pm)Share Badge (6pm)
2/2 Mayor Bloomberg stands with us (Donate)
PPSavedMeTumblr (11:15am)Supporter Video (4pm) Bloomberg (6:30pm)
2/3 BREAKING: Susan G. Komen for the Cure Foundation restores partnership (Update)
Announcement (12pm)Thank you—Share Badge (5pm)
Since Pence and Komen…
• Supporter Engagement • Conversion • Donor Retention • Long term value
PH
Capitalizing on “Big Moments”:
Tips from The Humane Society of the United States
Kelly Townsend ktownsend@humanesociety.org
PH
“Big moments” you’re expecting• Go all out!
– Plan as far ahead of time as possible– Use all online and (as possible) offline channels:
Email, website, social media, mobile, online advertising, mail, telemarketing, street canvassing
– Involve everyone from these channels (particularly if they’re separate!) from the beginning
– Confirm the primary message/s and call/s to action that will be promoted across all of these channels.
– Confirm reporting metrics/goals and how you will report on results across all of these channels.
PH
“Big moments” you’re expecting
PH
“Big moments” you’re expecting• Tell a compelling
story– Planning ahead allows
time to develop a story (or stories) about one animal, person, or thing
– This also allows ability to include lots of detail and a strong call/s to action
PH
“Big moments” you’re expecting• Freshen it
up!– Planning
ahead can also help you tell the “same old story” in a totally different way• Unexpected
results…
PH
“Big moments” you’re expecting• Communicate with
cause– Planning ahead also means
time to think about the various segments you may want (or need) for your campaign:
• Donors vs. non-donors• Monthly donors• Major donors• Action-takers• Plus, any others you can
dream up (…and manage!)– Plus, you can come up with tests
that inform future strategy!
Compared to our regular file: Response rates
were 7x higher Conversion rates
were 2x higher Avg. gifts were 7x
higher!
PH
But “big moments” aren’t always expected…• Start somewhere
– Social media is an easy way to get the word out, especially in an emergency (same goes for SMS!)
• Get to the bigger communication channels next– Continue the breaking
moment via email and on your website (among other channels)
PH
But “big moments” aren’t always expected…
• No need to get fancy– Images are relatable,
easily “digestable” and sharable (and they don’t need to be high quality!)
• Keep the story alive– After a big moment like
this, follow up with your supporters ASAP
– Make it easy (for you and them) by linking to existing content
PH
But “big moments” aren’t always expected…
• Preparing for the unexpected– Internally:
• Keep in good communication with staff from various programs and campaigns so you’ll be the first to know;
• Prepare a “checklist” that can be put into action when a big moment happens;
• For seriously BIG moments, drop everything and go!
– Externally: Tell stories and update to your constituents about the issues you confront year-round (or at least on some sort of regular basis).
Last but not least: Don’t forget to step back and celebrate on having a “big
moment”!
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KEY TAKEAWAYS
Page 41 Efficiency
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Have a Plan
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BE OPPORTUNISTIC
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Tsunami
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Oil Spill
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Outrageous Opposition
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“Supercool” Leadership
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Speed Matters
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Don’t be afraid to
TAKERISKS
• Sarah DiJulio, M+R Strategic Services– Twitter @MRCampaigns– www.mrss.com– sdijulio@mrss.com– And check out our friends at www.hrc.org!
• Stephanie Lauf, Planned Parenthood Federation of America– www.plannedparenthood.org
• Kelly Townsend, Humane Society of the United States– www.humanesociety.org– ktownsend@humanesociety.org
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