What’s hiding behind your petition?

The hidden al e of taking actionThe hidden value of taking action

As campaigners you’re lucky...

• You establish relationships• You establish relationships• You find supporters

You renew interest• You renew interest• You communicate your mission

Y k l t d t• You keep people up to date• You inform

Y• You empower

And in doing this...

You find extremely valuable prospects for fundraisingYou find extremely valuable prospects for fundraising

And that can have a very real ROIAnd that can have a very real ROI

If you can tap into itIf you can tap into it

Successful campaigning orgs…

Operate internally like this:

Communications

FundraisingCampaigns

They also…

Employ multi-channel integration to engage supporters from the very first contact and atsupporters from the very first contact… and at meaningful points along the way.

The Opportunity

“There is a huge opportunity to expandThere is a huge opportunity to expand cross-pollination between advocacy and fundraising ”fundraising.

-- Online Marketing Benchmark Index Study, Convio, 2009

The Opportunity

The Opportunity

• After today you’ll have solid figures to justify• After today, you ll have solid figures to justify engagement and conversion strategies

C i b k h h h “ h h ”• Conversion breaks through the “show me the money” factor with social media marketing…

• Return on Investment will be greater the sooner you develop a comprehensive strategy for conversion and

t itact on it

Start simple…

• Be sure to capture email addresses, street addresses, post code and include phonepost code - and include phone

• Get permission to contact them in future

• 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)

• Continue to engage supporters via various channelsContinue to engage supporters via various channels

• Phone through the entire list to convert your online activists into donorsactivists into donors

5 takeaways

1. The immediate website ask your no-brainer friend2. Email your cheap and easy-going friend3. Direct Mail your oldest friend4. Social media and SMS your new friends5. Phone your best friendy

The immediate website ask: Your no-brainer friend friend

Why?

OBVIOUS, EFFECTIVE, CHEAP.

The immediate ask

1) High Profile2) On the thank-you page EVEN if there are subsequent asks3) In the thank-you email

Case study 1 – The immediate ask

“When a man knows he is to be hanged in a fortnight, it concentrates his

Cultural/education organisation created a campaign to get citizens toconcentrates his

mind wonderfully”

Samuel Johnson

campaign to get citizens to write to their City Council Member to prevent budget Samuel Johnson p gcuts to that organisation

Advocacy Page. Constituents simply type insimply type in address; their City Council Member i l t d dis located and a template message is generated

Results

10974 il t t Cit C il M b• 10974 emails sent to City Council Members• Over 20,000 written letters sent• Gross revenue $50 058 68Gross revenue $50,058.68 • 1000 donors• 584 new donors

Political Result

• Full restoration in City funding for the organisation so u esto at o C ty u d g o t e o ga sat o sono layoffs and no reduced hours.

• Reports by many City Council Members on volumeof emails and letters received concerning the campaigncampaign

• “The main reason we stopped the cuts was this pponline campaign. I would be the first to say otherwise, but it's true”. VP for government affairs

Result: The immediate ask

$6,415 came from the thank you page and email

12% of total campaign p grevenue!

1.85% conversion rate1.85% conversion rate

$30.99 average gift (ask was $25)was $25)

Email Stewardship: Your easy going friendYour easy-going friend

Why?

VERY LOW INVESTMENT, ABLE TO RE-USE PREVIOUS CONTENT, EASY TO TESTEASY TO TEST

Ongoing stewardship

Another crisis – another fundraising appeal.

There was a small budget cut later that sameThere was a small budget cut later that sameyear.

The advocates were contactedThe advocates were contacted with a fundraising appeal asking them to help.

Ongoing stewardship

R ltResults:

0.80% conversion rate

$66 average gift$ g g

Strong buzz around this campaign on Twitter and Facebookcampaign on Twitter and Facebook

Email – Plays well with others

Email works really well to complement other channels too

Case study 2: HSI EU Seal Ban

Case study

All callsEmail sent within one 

dayNo 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%

A ift thl ift $41 10 £48 53 £36 46Average 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

Lessons for email

Multi-part emails

Di t A kDirect Asks

Theme and brand around advocacy if possibleTheme and brand around advocacy if possible

THINK – what brought this person to you?g y

Integrate it with all your other channels

Direct Mail: Your oldest friend

Why?

PREDICTABLE RETURNS, BETTER RETURNS THAN LIST PROSPECTING HIGH CONVERSION RATESPROSPECTING, HIGH CONVERSION RATES

Case study

One segment of advocates we’re mailed before the end f th t k f ift ti ti l iof the year to ask for a gift supporting essential services

at a cultural organisation.

3.24% direct mail response rate$59 direct mail average giftg gAverage response on prospecting packages 0.30%

Integrate with other channels

An email was sent along withsome of the direct mail packages

Average giftg g• DM only = $49• DM and email = $105$

Lessons for DM

Integrate with teg ate tadvocacy

Integrate with email

Include a campaign updatep g p

Social Media and SMS: your new friends

SOCIAL MEDIA as a stewardship channel

Get people onto your social media channels after they have taken advocacy action, update them on the campaign status andupdate them on the campaign status and then direct message them.

Or send them a video thank you with a direct relation to the advocacy campaign.

Some points to remember

Social Media is unlikely to lead to direct conversions.

But it keeps your organisation top of mind and heart.p y g p

It remains to be proved – but this could help boost results p pfrom other channels. Think about the HSI phone/email example…

It’s all about the pan-organisation communication.

Social media isn’t just for your marketing team.

SMS

Collect mobile phone numbers during theCollect mobile phone numbers during the advocacy action and instead of emailing the thank you text them a thank you.thank you text them a thank you.

Then send them a text to give ask or call that mobile number.

Case Study: Greenpeace Argentina

One million text “votes” in 51 days.

Case Study When Greenpeace finished the mobile text campaign they had 800 000 new contacts They called those individuals800,000 new contacts.They called those individuals…

9.65% conversion 9.65% conversion to monthly giving: to monthly giving:

15,38815,388

170,658 called 170,658 called on their mobile on their mobile

phonesphones

7.6 million 7.6 million dollars LTV dollars LTV

(over 5 years)(over 5 years)

Average gift 3.28 Average gift 3.28 dollars/monthdollars/month

Phone: your best friend y

Calling your online activists is the most effective way to convert them toeffective way to convert them to donors.

Comparison – DM vs Phone

DIRECT MAIL DIRECT MAIL PHONE PHONE CONVERSIONCONVERSION

## Contacts 10,00010,000 10,00010,000

ConversionConversion %% 11-- 55%% 88--15%15%

N DN D 100100 550000 800800 15001500New DonorsNew Donors 100100--550000 800800--15001500

Net Net $20$20--$50$50 $3$3--$20$20cost/donorcost/donor $20$20 $50$50 $3$3 $20$20

Other benefits

It’s a great way to update and engage online activists has theactivists – has the informality of email but the personal touch of pface-to-face

Other benefits …

Using the phone is a low investment risk, becauseUsing the phone is a low investment risk, because programs can be started and stopped at any time

Cleans up your list so that you have the most up to date Cleans up your list so that you have the most up-to-date contact info about your supporters

Has a lower attrition/drop-off rate than many other channels

Advocacy StatsCase study – Advocacy Org Advocacy Stats

Post-campaign conversion phone appeal:Post-campaign conversion phone appeal:

New advocates who took action on a series of campaigns to support public broadcasting were called 6-12 months after registering their contact info.

Advocacy StatsCase study – Advocacy orgAdvocacy Statsy y g

Post-campaign conversion phone appeal:Post-campaign conversion phone appeal:

Advocates who took action on a series of campaigns to support public broadcasting were called 6-12 months after registering their contact info.

Advocacy StatsCase study – Advocacy org Advocacy Stats

Primary ask Single gift

Number contacted = 5527

New donors gained: 857

Con ersion rate 15 5%Conversion rate: 15.5%(incl.1.3%

monthly)

Average gift: $43.01$9.05 monthly$9.05 monthly

Year 1 ROI: .8

Advocacy StatsCase study – Advocacy org Advocacy Stats

Net cost to acquire qa new donor = $11

LTV = $165

Advocacy StatsCase study – Environmental orgAdvocacy Stats

Post-campaign conversion phone appeal:

O li d t h t k t i C ll tOnline advocates who took part in a Call to Action were called within 12 months after they signed upsigned up.

They were also sent a voice message to y gtell them of the upcoming call one week prior.

Advocacy StatsCase study – Environmental org Advocacy Stats

Primary ask Monthly gift

Number contacted = 4180

New donors gained: 484

Conversion rate: 11 6%Conversion rate: 11.6%(9.2% monthly!)

A e gift $11 26 monthlAve. gift: $11.26 monthly$42.46 single

Year 1 ROI: .98

Advocacy StatsCase study – Environmental org Advocacy Stats

Net cost to acquire qa new donor = $3

LTV = $430

In summary…

Convert direct to monthly giving, with fall-back single gift optionwith fall-back single gift option.

Rene al rates highRenewal rates high

Return on investment high

Long term value high

Just remember…

• Sooner is better to launch your phone conversion program – preferably within 3 months after the online action

• Larger lists are more cost-effective best if 8000 +Larger lists are more cost effective, best if 8000 +

• Be sure to do phone number verification and look-up for those records without phone #s

Giving thanks g

Hi this is Bob Penner calling forcalling for…I just wanted to thank

f tyou for your recent action…Thanks to you, we’ve been able to…

5 takeaways1. The immediate website ask – your no-brainer friend

On the thank you page even if there are other asks, in the thank you email, high profilehigh profile

2. Email – your easygoing friendDirect Asks, theme and brand around advocacy if possible, THINK – whatDirect Asks, theme and brand around advocacy if possible, THINK what brought this person to you? Integrate it with all your other channels

3. Direct Mail – your oldest friendyIntegrate with advocacy, integrate with email, include a campaign update

4. Social media and SMS – your new friendsf fNot just for your marketing team, heavy messaging at the time of phone and

email campaigns, text to give and mobile calling for conversion

5 Phone your best friend5. Phone – your best friendUsed for conversions, the phone will help you keep supporters informed, and find many new donors for your work

Conclusions

Cost per contact

Response ROI Volume of donor recruitmentec u t e t

Web $0.25-$0.50 1-3% Instant return Low

E il $0 25 $0 75 0 5 3% I t t t LEmail $0.25-$0.75 0.5-3% Instant return LowDirect Mail $1.50-$5 2-7% 1 year +

breakevenMed-High

Phone $7-$12 8-15% 1 year + breakeven

High

Full Citizen™

To help your organization efficiently and cost-effectively convert online activists to donors, Full Citizen is ready to:

– Prepare and launch a conversion strategy that engages online activists to make a donation

– Coordinate multiple channels where possible (phone, mail, email) to find the most effective way to convert the online activist to become a donorthe online activist to become a donor

– Use data analysis and screening over a period of one year from activist acquisition to help test the bestyear from activist acquisition to help test the best approaches for conversion for your activists

Timeline

Week 7 -52Week 1

Discuss creative approaches, look at past results,

d

Week 3-5Prepare

Campaign. Create t i l t h i l

Week 7 -52Analyse, revise,

re-launch.Populate testing

matrix, make t t i i iassess advocacy

schedule for the year

materials, technical set-up, crate testing matrix

strategic revisions, re-test revision and

re-launch.

Week 2 Week 6Technical ReviewFinalise vendors, EMS and ability to track conversions

Launch Campaign. Execute, confirm all channels are

working correctly.

How do we test? Sample testing matrix

Questions?

sheetal.persaud@fullcitizen.com

deanna.bickford@fullcitizen.com