Digital Forum 2014 #2 Lead Generation and Conversion Ideas June 2014 Jason Potts, CEO

1. Lead generation - who are your potential audiences

AUDIENCE MODELLING

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20000

40000

60000

80000

100000

120000

140000

160000

180000

200000

18-24 25-34 35-44 45-54 55-64 65+

ONLINESOCIALSPONSORS

70% Female 30% Male

Biggest proportion men social = 45-54

39% pop. ~ 1M men & women 12.5 % pop 18 % pop

Potential test groups – General lead generation target 1 = 35-44 female

(advocacy/social/email)

– General lead generation target 2 = 45-54 female (advocacy/social/email)

– General lead generation target 3 = 24-34 female (advocacy/SMS)

2. Lead generation – the maths

LEAD GENERATION ACQUIRED DONORS How do they compare to other donors?

LEAD GENERATION ACQUIRED DONORS VS. F2F Are LG donors more loyal?

LEAD GENERATION ACQUIRED DONORS What sort of conversion rates to DD can you expect?

EMAIL: Conversion benchmarks from warm email to committed giving ranges between 13% and 25%. TELEPHONE: The conversion of leads from advocacy type asks to committed giving via telephone can be as much as 1 in 5, but more typically 1 in 100. SMS: Conversion by telephone of people engaged via SMS campaigning of some kind can be between 30% to 40%.

3. Lead generation – the journey

Like Share Follow

Post Visit Sign

Email capture

Single gift

Regular gift

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2

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LEAD GENERATION Donor journey(s)

4. Lead generation - types

CASE STUDY

METRICS OF A LEAD GENERATION CAMPAIGN

PROMPT CONVERSION CONVERSION TOTAL (ROI) (LEADS) (EMAIL) (PHONE) 1p? £5.00 Owned i.e. website/social Earned i.e. blog Paid Ad words RTB (Display) Facebook Offline? Viral?

LEAD GENERATION Onsite

VOTE TO NAME THE BOAT

LEAD GENERATION Advocacy campaign(s)

LEAD GENERATION Advocacy campaign(s)

Integrated on/offline petitions.

LEAD GENERATION Advocacy campaign(s)

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Integrated on/offline petitions.

LEAD GENERATION Advocacy campaign(s)

LEAD GENERATION Paid media

LEAD GENERATION Social

LEAD GENERATION Social Online influencers

LEAD GENERATION Facebook apps

• Amnesty have built a base of around 50,000 mobile contacts in Denmark who receive regular messages to take action.

• They also call these people to become CG’s, with a 30 to 40% conversion rate.

5. Discussion