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Regular givers in 90

characters

Jonathan Storey

ACF

Regular givers in 90 characters

• Why Facebook

• A very advanced theory of Facebook fundraising and bit of strategy

• Case study – 90 characters or bust

• Some results

• Questions

A bit about ACF

• Australian Conservation Foundation

• Founded 1965 – 50 years of protecting the environment

• Fundraised income of approx. $11m

• Regular giving $7.5m

• RG going since 2002

• 24,000 givers to EarthVoice product

• ‘Traditional’ RG file F2F, telemarketing, direct mail

Why Facebook

“If you’re like most organizations, using Facebook to cultivate donors and raise meaningful amounts of money has been an elusive dream” – Action Sprout

“When it comes to fundraising, Facebook is all about information sharing.

In and of itself, Facebook isn't a fundraising programme…” NCVO UK

4th Annual Nonprofit Social Network Benchmark Report 2012 – surveyed 3,522 orgs in North America - “58% of orgs not fundraising, 30% < $1K , 9% $1K to $10k, 3%>$10k”

The Soi Dog Foundation – “Incredible. And all very doable” – Jonathon Grapsas 2011… so why is no-one doing it?

Grrr…

Why not Facebook

• No metrics – what does success look like?

• No case studies – no Facebook 101 to follow

• No budget

• No control over social media

• No social media

• No ambition

• Absolutely no idea how Facebook works

So why do it…

• Space

• Proven – kind of…

• It’s a direct marketing discipline

• Integrate fundraising into campaign activities

• New audience, different channel or same old, same old?

• Fun – Friday afternoon project

• The next magic bullet?

Goals, strategies and the

theory of fundraising on

Facebook – parts one, two

and three

(or reasons to be

cheerful)

Goals

• Diversify RG fundraising base

– Move away from reliance on F2F and DM

– Reduce risk profile

– Secure a sustainable base

• Open up online advocacy as a fundraising channel

– Recruit new at donors at ROI comparable to traditional channels

– Fundraising delivers advocacy aims of ACF

Strategy

• Use kind-of proven online RG recruitment as basis for Facebook campaign

• Target new audience, not friends – i.e. acquisition campaign

• Use cost per click payment model

• Test mechanics i.e. asks, landing pages etc. to balance between conversions and long term ROI

Facebook theory part one –

keep it simple and connected Theory…

• See Facebook ad

• Click Facebook ad

• Land on RG donation page

• Make gift

• Say thanks – No microsite

– No premium/freemium

– No campaign sign-up

– No rich content

• Keep a clear, simple, short and compelling narrative flowing

• Never underestimate or overdo the journey and always follow it through to the end.

Facebook theory part two – the

short form conversion version • It’s all about the numbers

• Collect the least information you possibly need to process the RG on a single page web form

• First name

• Last name

• Address

• Email

• CC details

• Security?

• Remove everything else that gets in the way of completing the donation form

• The 2014M&R NTEN Non-profit Benchmarks Study donation form median completion rate going down… it’s getting harder, we’re getting worse, market getting bigger? – 2012 27%

– 2014 22%

Facebook theory part three –

Audience, $ and tracking • Define your audience

• Track from ads through to individual donations

– Facebook ads manager

– Google analytics

– NetCommunity – donation page

– Raiser’s Edge – ultimate fundraising database

• Set and manage a daily limit optimised for ROI

– “Hammer or can” method

• It’s CPC so try something else

Live Facebook ad show…

Here’s one I prepared earlier

90 characters or bust

• Understand how Facebook ads work – How do you create them

• Facebook ad manager

• Qwaya or Adesresso

– Where are they placed • News feed

• RHS ad

• Desktop/mobile

– Rules • 20% max for text in pics

• Max characters in various constituent parts of an ad

90 characters or bust

• How Facebook ads work – How do you target

• Choose you audience via Facebook targeting

• Load you own audience as like or custom to target/exclude

– How do you set a budget • Daily amount

• Choose bid levels of let Facebook optimise

• Cost per click (CPC)

• Cost per thousand (CPM)

– What to watch out for • Facebook changing the parameters

Live Google Analytics show

Results

Dec 2013 to mid August 2014

New RG's 310

Ave monthly gift $10.63

Total costs $14,535

Cost per donor $46.89

12 month $ $39,535

ROI 2.72

80% payments $31,628

80% ROI 2.18

How have they performed

75.00%

80.00%

85.00%

90.00%

95.00%

100.00%

0 1 2 3 4 5 6

Facebook RG survival curve 0-6 months

How have they performed?

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

90.00%

100.00%

0 1 2 3 4 5 6

Facebook RG survival curve 0-6 months

Facebook

F2F

2-step TM

Email/online

Questions?

Thank you for listening.

www.facebook.com/AustralianConservationFoundation

j.storey@acfonline.org.au