Nonprofit Tech - Looking at the Year Ahead

Agenda• Introduction• Recent wins for social good• Beat the advocacy & fundraising benchmarks in 2015 • Q&A

Erin Viray Client Manager

Adam Fischman Director of Business Development

The world’s platform for change

CONFIDENTIAL4

Anyone can start a petition to create change on any issue they care about

Petition starters recruit signers, raise awareness in media, and mobilize further action offline

Governments and companies listen to their constituents and agree to make change

1 START MOBILIZE WIN2 3

We make starting movements easier than ever

We help organizations find the people power they need

Someone starts

a petition on Change.org

They share it widely, and

people sign it

After signing, people are presented with relevant, targeted

Sponsored Campaigns

Interested users sign and request to connect with the sponsoring

organization

Organization directly cultivates new supporters into donors and

advocates

Recent wins for social good

CONFIDENTIALCONFIDENTIAL

EXAMPLE VICTORIES

Our users support the campaigns that matter to them. They are making an impact every day.VICTORY

Boy Scouts agree to accept gay troops for the first time

by Karen Andresen Moraga, California

479,735 Signed

VICTORY

India regulates sale of acid after acid attack victim starts petition

by Laxmi Delhi, India

29,555 Signed

VICTORY

Teacher gets Thai gov’t to stop closure of 6000 rural schools

by Groups Opposed… Thailand

22,301 Signed

VICTORY

Brazilians block immunity for corrupt politicians

by São Paulo Ministry São Paulo, Brazil

460,879 Signed

Walk Free keeps slavery out of 2022 World Cup in Qatar

by Walk Free State of Qatar

62,556 Signed

VICTORY

Military veteran gets his Afghan interpreter a visa to save his life

by Matt Zeller Rochester, New York

113,862 Signed

VICTORY

CONTENT THAT WORKS ON CHANGE.ORG

Beat the advocacy & fundraising benchmarks in 2015

Tip #1: Know your objective and what success looks like

manage your expectations and those of other stakeholders

what’s your baseline for measuring & tracking results?

• internal historic performance

• industry benchmarks

• projected results - realistic & stretch goals

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2014 industry benchmark reports from M+R and Blackbaud Luminate Online

2014 industry benchmark reports from M+R and Blackbaud Luminate Online

Average open rate for fundraising emails is 12%

- 2014 M+R Benchmark Report

Online fundraising revenue grew by 8.07% YoY

-2014 Luminate Online Benchmark Report

On average, 5.66% of advocates also

donate.

- 2014 Luminate Online Benchmark Report

Tip #2: You need a story that resonates

make it personal

make it relevant

make it timely

make it visual

make it scannable

make it actionable

build upon a theory of change

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• email

• website

• social media

• direct mail

• telemarketing & phone banking

Tip #3: It’s all in the delivery

make it educational & entertaining

work together to make it multi-channel:

• video

• SMS text message

• apps

• billboards

• door-to-door

• responsive design

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Content Americans most want to see

- 2014 Digital Activism Study, Cone Communications

Content Americans most want to see

Tip #4: It’s about to get really personal in here…

report back & close the loop on the original story

segment your list:• household income

• occupation

• recency / date of opt-in

• super activists

• volunteers

• event participants

• inactives

• donors

• non-donors

• major gift prospects

• interest

• geography

• age

• gender

• household income

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Segment your list & personalize outreach

Tip #5: You got a conversion. now what?

your ladder of engagement

retention

filling the leaky bucket

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Define your ladder of engagement

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30

60

90

120

Aware Interested Interacted Engaged Evangelized

Filling the leaky bucket

Filling the leaky bucket

Average annual churn rate is 13% for nonprofits

- 2014 M+R Benchmark Report

New subscribers that receive a

welcome note show 33% greater long-term engagement

- NP Engage, Blackbaud

Change.org supporters typically give first gift within

6 months of opt-in

- change.org

Q&A

Email: afischman@change.org / erin@change.org Social: @ChangeOrgs

/ChangeOrgsWeb:change.org/advertise

What are YOU changing?