online and telephone integration

20 Quick Ways to turbo-charge your online fundraising and campaigning by combining it with the telephone!

Mike Johnston, HJC and Andrew Bales, Amnesty International Canada

A VIRTUAL TOUR

• A warning about both channels: Obama and Momma’s basement

• We are talking about irritating things!

• Human Moment

• Hormones

• A French Resistance fighter

• Personal Pages, Recorded Messages, Paul McCartney,

• An Amnesty International case study (let’s find our 20 Quick Ways to…)

• Finally, some check lists

• Facebook and Twitter

• The End

The Internet can lead to transformative, collective, and positive change

But the Internet can also lead to individual alienation and isolation…

THE HORMONAL ADVANTAGE OF THE HUMAN VOICE…

• Humans are biological, social creatures• They produce hormones that create feelings

of trust when there are interactions• When someone opens a letter or opens an

email, there are fewer hormone produced• Face to Face• Pregnant mothers

The Human Moment• THE HUMAN MOMENT AT WORK by Edward

M. Hallowell, The Harvard Business Review –

• The human moment has two pre-requisities:

1. people’s physical presence 2. their emotional and intellectual

attention. • Human moments take energy

and that’s why they are often avoided – email.

The Human Moment

• Nature also equips us with hormones that promote trust and bonding:

• Oxytocin / vasopressin• in-person contact stimulates two

important neurotransmitters:• dopamine, which enhances attention

and pleasure, • serotonin, which reduces

fear and worry

The Human Moment

• Carnegie-Mellon study also showed that people who spend time online exhibited:

• increased levels of depression and loneliness

• even when only connected a few hours a week.

HOW TO USE THE TELEPHONE WITH ONLINE...

10© 2010 Convio, Inc.

Peer to Peer

Mail

Email

Social Media

Phone

Text

52%

41%

28%

22%

15%

8%

Solicitation Channel Appropriateness (From charities/nonprofits with established relationship)

% say appropriate solicitation channel (rank ordered by very important –blue) TOTAL GEN Y GEN X BOOMER MATURE

84% 87% 89% 82% 76%

77% 77% 79% 74% 77%

65% 76% 69% 60% 51%

47% 69% 60% 38% 17%

42% 51% 42% 39% 34%

23% 38% 25% 16% 13%

The Phone can be irritating…

“The bathtub was invented in 1850 and the telephone in 1875. In other words, if you had been living in 1850, you could have sat

in the bathtub for 25 years without having to answer the phone”

Bill DeWitt

Life’s biggest irritations ( in order, from least bothersome to most bothersome):

• opening milk cartons

• Reaching underneath a light shade to turn on/off light

• muzac

• car alarms

• mobile phones in movie theatres

• voice mail

• drivers who drive slow in the slow lane

• junk mail

• SPAM (junk email)

• Getting a telemarketing call during dinner

Clearly, we are talking about a combination of human interactions that have the potential to really bother people!

The phone (human voice) have power and resonance

“The telephone, which interrupts the most serious conversations and cuts short the most weighty

observations, has a romance of its own”

Virginia Woolf

What is this sound?

hearte3.rm

Power and resonance?

• Jacques Lusseyran• At 16 formed Les Volontaires de

La Liberte• French resistance fighter• Within a year, he led 600 young

men and women• He was responsible for

interviewing, and admitting, every single member of his unit

Power of the human voice

• Jacques believed that the human voice resonated with our thoughts

• It connects to our inner-most feelings and deepest of intentions

• Important for fundraising and campaigning?

What do we mean by the telephone?

The phone and online?

0102030405060708090

100

1 2

Per

cent

age

of G

oal R

aise

d (%

)

1: without call; 2: with call

Percentage of Goal Raised - without and with a call

Percentage of Goal Raised

Further tests…

• A phone test was conducted a second year with online event registrants…

• The test group that received a phone call (2.5 minutes in length) raised $131.42 more than a registrant who did NOT receive a call

Online pledge pages and calling….

Not Called Called $-

$100

$200

$300

$400

$500

$600

$700

$800

$900

$1,000

$722.18

$920.09

Yoga In MotionImpact of Calling Participants

Avg. Revenue Per Participant

Action Taken

Aver

age

Reve

nue

($)

Up 27.4%

High touch…high gift amounts…

• 20 board member pages• $237,534 raised ($143,000

by one board member)• Phone used to stimulate,

manage, and help board members with their personal pages

Proprietary & Confidential 23

Results are Inconclusive

hjc

Average Raised

Including Inactive Participants No Call 1 call 2 calls

$84.01 $187.59 $456.18

Excluding Inactive Participants $140.30 $213.85 $596.54

Proprietary & Confidential 24

Quote from donor survey

“MSF contact was perfect. I received one call that was meant to answer any of my questions and assist me in fundraising. It

was great.”Participant Survey Respondent

The number one rated interaction with MSF was the phone call over the three month campaign!

hjc

A CASE STUDY IN PHONE CONVERSION OF E-ACTIVISTS

Andrew Bales

Amnesty International Canada

Online Fundraising Coordinator

1000 phone calls – 74 monthly donors giving $9.66 every month

CPMD $75.00

Eactivists to Monthly Donors

In 1998, Amnesty International Canada launched a hugely successful 60-minute television program that was attracting hundreds of new monthly donors every month.

THE “PRESIDENT” ASKED YOU TO BE AN AMNESTY MONTHLY DONOR

It was peaceful before the phone started ringing…

INTEGRATION IN ONE-STEP MONTHLY ACQUISITIONINTEGRATION ACROSS ACROSS COMMUNICATION CHANNELS

Phone PrintOnline

COMPETITION

But then along came the multi-channel television universe … and digital tv … and web … and social media. TV dried up

Costs per monthly donor:

1998 - $80 2008 - $300

The problem of attrition

Contact = cancellation

No contact = no activism

Ring … Ring

Amnesty International’s Business & Human Rights campaign

Dora Alicia Recinos Sorto: On her way back from washing clothes in the river last December, Dora was gunned down. She was an environmental activist from El Salvador, who had opposed a proposed Canadian gold mine in her province of Cabañas.

Activists – especially in Latin America – are being targeted, harassed and killed

A Pattern – a solution?

June 2009: Gustavo Marcelo Rivera, a well-known community activist who opposed a Canadian mining project in El Salvador, was kidnapped and killed.

September 2009: Adolfo Ich Chaman, a teacher, was attacked with a machete in eastern Guatemala and shot to death, allegedly by private security guards working for a Canadian mining company.

November 2009: Mariano Abarca was gunned down in Chiapas, Mexico. Mariano was a vocal opponent of a Canadian barite mine near his community.

SEND A FOCUSED MAILING TO BUILD YOUR LIST

http://www.amnesty.ca/updates/speakout/oct09/speakout_oct09.html

Epetition

Phone number: or you can’t start!

Counter: social proof

Comments: priority for calls

Subscribe:for cultivation

More info:legitimacy

http://www.amnesty.ca/urgentappeal/2009/CorpAcct/

Offline-Online integration: the human moment

http://www.amnesty.ca/writeathon/?page_id=1362

urgent

shareable

video

The power of video: the best for the human moment

online...

http://www.youtube.com/amnestycanada#p/a/u/1/nIl7j6z2488

http://www.youtube.com/amnestycanada#p/a/u/1/nIl7j6z2488

Make shareable content

The e-petition …Write for Rights …the video

were all made shareable on facebook, twitter & YouTube

Timing: the key moment to phone…

The oil spill in the Gulf of Mexico created “peak public interest”

It was time to arrange for the phone call

1654 emails, with a phone number- minus a data scrub for good numbers

=1538

- minus recent donors=1339

1 or 2 days prior to calling, an email …

http://www.amnesty.ca/urgentappeal/2010/c300/email/index.html

04/12/2023 proprietary and confidential 41

Secure donation form that builds trust

Monthly donation first

Donor testimonial

Benefits of monthly

Premium

Other: phone giving, email/phone for questions, charity #, secure, clear layout

https://www.amnesty.ca/secure/joinamnesty.ca/

Motivating the callers

Pre-call training

An Amnesty business & human rights campaigner did a training session by phone with the callers.

The script -urgency/need -a hierarchy of asks

1. Monthly donation – any amount (with minimum of $5.00/month accepted

2. Single donation

3. Send a pledge package

4. Go online to learn more (or make gift)

The different constituencies called…

0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

14.00%

16.00%

18.00%

20.00% 18.50%

8%9%

11%Recent Lapsed Monthly DonorOnline Petition OnlyE-newsletter SubscriberLapsed Single Gift Donor

Results

For CPMD of $75.65

$75 / monthly donor vs. $300 / monthly donor

Bonus: Two part acquisition

strengthens many parts of your organization

1. Set criteria for campaign2. Ask for phone numbers3. Get traffic4. Manage data5. Send email prior to call

6. Sort coding7. Write script8. Training9. Pledge packs10.Assess results

A 10-step checklist for conversion of e-activists

to monthly donors

04/12/2023 proprietary and confidential 47

Key considerations:

Nicevs.

-Pre-call training*-Pre-call email-Online fulfillment-Cultivation-Premiums*a note from our telemarketers!

Necessary-Collect phone #s!!-Good callers-Meaningful campaign-List growth-*Quality list* – nice

Lessons

Phoning is a powerful conversion technique – the human moment

A phone-based strategy forces integration of fundraising & activism

Social Media and the Phone – one cool example!

Greenpeace Chile• Outbound calling for warm leads

– 1,510 calls (May-December 2009)• Inbound calling for warm leads

– 503 people filled the form• Result – 10% conversion

– 193 people converted to paid monthly donors

Fundraising and Mobile...

Gaza conflict early 2009: Save the Children UK run National press campaign - text support for a ceasefire.

Call to action – text CEASEFIRE’ - pass details onto friends and family .

Campaign goes viral - 182,000 people text - petition taken to Downing Street.

All supporters were called on their mobile phones and prior to the call we had no information (name, address, etc) about these prospects.

4.7% converted to monthly giving

One million text “votes” in 51 days.

54© 2010 Convio, Inc.

What do you do with 800,000 new contacts?

You knock down some walls to make room for another channel…

9.65% conversion to monthly giving:

15,388

170,658 called on their mobile

phones

50% converted to monthly giving7.6 million

dollars LTV (over 5 years)

Average gift 3.28 dollars/month

UNICEF Pop Up - Spain

• 25% Positive response• Annual average per donor: 115 euros• 94% monthly donors • ROI 1:2.5

Will the phone do EVERTHING in fundraising in the future?

Let’s make a list of ALL the things the phone will (could) do in fundraising in the future...

Online and the phone will be increasingly important for major gifts and legacy giving

Country Legacies revealed

Legacy leads

Canada 15 103

Canada 22 232

United States 52 164

Mexico 9 1,043

Four Legacy Online Surveys

Of the 1,043 Mexican legacy leads, over 800 volunteered their telephone numbers. What would you do?

A VIRTUAL CONCLUSION

• The human voice is potent, primal and effective when used PROPERLY • When it is combined with the online channel’s ability to create multi-channel leads, It’s a killer combination• Use it to help personal fundraising pages and events• Use it to convert activists to donors• Use your checklists to make sure both the phone and online are in synch with one another• WE MUST STEP OUT OF OUR OWN SHOES!