All aboard!Digital Onboarding - multi-channel journeys

& keeping your new supporters on track

Shanelle Newton Clapham

Parachute Digital

Paul BaileyFundraising Strategy & Communications

Proudly sponsored by

Shanelle Newton ClaphamCEO - Parachute DigitalAuthor - Attracting Donors Online

Paul BaileyFundraising & Comms StrategySenior Consultant - DVA Navion

How online and offline work together to acquire new supporters and retain them for longer (better ROI)

What we’ll show you

cquiring and retaining Regular Givers

uilding a multi-channel Regular Gift trial

ase stories of Retention success

Acquiring & Retaining Regular Givers is hard work• Why some organisations have more success than

others• How to avoid some potential pitfalls• What are the secrets to a successful campaign?

Is your organisation ready for Regular Giving?

Strategic Requirement• Have you done an assessment to understand the strategic value of regular giving?

Investment• Is your organisation prepared for a multi-year return on investment?

Resourcing• Do you have a CRM, digital infrastructure and back-end processes?• Do you have the right team in place?

1. Tell the story right

2. Brand awareness affects conversion rate

HIGH vs LOW

3. State based organisations face volume problems

4. Your Tele-fundraising agency is your partner

5. Invest in automation (systems and processes)

Building a multi-channel Regular Gift trial• Mapping the supporter journey• Selecting the audience• The importance of the Regular Gift proposition

Mapping the supporter journey

PHO

NE

Meet expectations ● Know what your supporters think &

feel about your organisation● Create a relationship through time &

touch-points● Automate and track, then segment and

personalise

Show, don’t tell● Demonstrate your work● Showcase stories in a way

‘I’ can relate to them● Use staff voices to build credibility● Appeal to why it’s “the right thing to do”

(intrinsic values)

Who are your RG Prospects?

Build a list of like-minded people● Fill the top of the funnel● Engage & onboard● Build trust and credibility fast● Convert to RG (and cash)

Don’t forget the low-hanging fruit –People who are already supporting you

The Supporter Journey

The Supporter Journey

Cash givers &

direct mail

responders

Website donors,

visitors &

subscribers

Volunteers,

activists &

campaigners

Social media

followers & leads

The Onboarding Journey

The RG Proposition

• All organisations have the potential to develop a regular giving case for support

• The key to developing a compelling RG proposition is to focus on what makes it different from other types of donating: • It’s a commitment

The RG Proposition

• To sign-up to a regular gift is to commit to a VISION of the future• You are raising money to support a long journey, an ongoing battle against

adversity or a gradual development towards a life-saving purpose• The organisation’s VISION is over the horizon, so it’s crucial that supporters are

shown progress - the monthly wins, the stories of success along the way

Retention success stories• The on-boarding journey

• Diversification of acquisition channels

• Conversion and retention

Diversification of acquisition channels

Face to Face Year 1 Retention Rate

Digital/ TM AcquisitionYear 1 Retention Rate

Premium Leads

Anglicare SydneyFirst Trial:

• 2.79% conversion from contacts, $23.21 average

• Low lead volumes – state based charity

• Two lead suppliers to use as many sources as possible

• Cost per call model meant that only one caller was

phoning the data on most days given the low volumes

• Low volumes + slow calling = cold leads & low

conversion

Learnings:

• The leads are best sent simultaneously to the phone

agency for calling, and to the charity for the first

email of the onboarding journey

• Attrition rate after 6 months is very good – 22.2%

Anglicare SydneySecond Trial:

• Cost per conversion model

• Lead volumes low as predicted

• Conversion 5.23%, Ave $24.50, 10% cancelled since Dec

• Contact rates at the new phone agency were very good

• Delivered 2,700 leads against a target of 4,500

The learnings:

• Despite strong contact rates and an acceptable conversion rate, the number of new recruits was low due to the lead volume

• The cost per conversion model meant that this campaign wasn’t profitable for the supplier

• Great agency-charity relationship has lead to a 3rd trial with a cost per call model

Plan International Australia• Zero cancellations in the first 3 months• Good conversion rate – 7%• High Ave $ - $23.23

The learnings:• Contact rate at both phone agencies was low • Some leads couldn’t be reached as quickly –

leading to lower conversion rates and a higher cost per recruit

• Working closely with the phone agency to regularly review the campaign’s KPIs will lead to success• The cost of some digital leads, coupled with the low contact rates made the campaign more

expensive than projected

The Wilderness Society Results:

50,000+ new supporters1,267 new regular givers29% lower $CPA than F2F 92% first gift completion Low cancellation (only 3% at 9 months) 50% higher donor retention on premium leads

Conversion● Quality leads● Story ‘I’ can relate to● Excellent Tele-fundraising partner● Strong brand● 7-11% Contact to RG

Conversion and retention

Retention● A good values match ● A story I care about/ can remember● Regular and personal touch-points● Continue to engage & ask● 55-76% Year 1 retention

Remember

cquire people that care about your cause

uild a multi-channel Regular Giving program

ontent is the key to retention

Your supporters are truly multi-channel.

Your Fundraising & Communications strategies need to be as well.

Remember

Time for Questions