Jonathan Simmons, Public Zone

‘Moving them around the house’The rise of The Supporter

The rise of the supporter

The web has empowered people

VolunteersCampaigners Donors

Marketeers love segmentation

Building silos

People are communicated with based on their initial action?

DonorsCampaigners Volunteers

The sweet spot

VolunteersCampaigners

Donors

In 2008 NSPCC moved campaigner management from public affairs to to fundraising team, creating a significant increase in fundraising

In Greenpeace UK’s Palm Oil campaign over 10% of existing online activists agreed to set up a direct debit – compared with 5% of people signed up offline (signed up by volunteers during street campaigning on Nestle)A 2009 American study showed people who had previously supported an organisation online were 7 times more likely to give - National Bureau of Economic Research

Advocacy Online’s 2009 e-campaigning review estimated over half of the organisations questioned had databases with 40% of people inactive and only 9% had a strategy for reactivating them

Success

Provide David with the tools

A lot of potential supporters

Find the willing

1. Ask them

They raised £150,000 + by asking

John Worth

Ariane Sherine

2. CRM CRM CRM

3. Analytics – But not just this!

3. Use your analytics

Success

Integration of CRM and analytics + ? = Turning

campaigners, donors, etc, into supporters

You need the content

You need the content

8. Reward people

Individuals will work for you if you give them the right content at the right time, with the right tools