care2 frog loop advocacy m+r strategies final

Connecting Online Advocacy to Fundraising

January 26, 2010

Steve Daigneault, VP eCampaigns, M+R Strategic Services(Amnesty International USA) [email protected]

Mark Davis, Director Technical Solutions, [email protected]

Justin Perkins, Director of Nonprofit Strategy, [email protected]

mailto:[email protected]



Page #2 © 2010 BlackbaudAudio Call: 1-408-792-6300 Event Number: 668 664 929

Using WebEx

Chat & raise hand If you are having internet audio problems, you can dial in

using a landline 1-408-792-6300 Event Number: 668 664 929

If you lose your internet connection, reconnect using the link emailed to you.

WebEx Support: 1-866-229-3239


This Webinar is being Recorded

The webinar will be available on the Frogloop blog at http://www.Frogloop.com

You will receive a link to this presentation following the webinar.

Tweeting the webinar? Use the Twitter hashtag: #Care2

http://www.Frogloop.com/


Agenda

Introductions Advocacy Overview and Industry Benchmarks The “Issues Du Jour” Concept and Case Studies Connecting Advocacy and Fundraising Best Practices Case Study Discussions


Key Participant Take-Aways

Understand Key Industry Benchmarks and Trends for Online Advocacy/Fundraising Campaigns

Understand the Importance of the “Issues Du Jour” Concept

Understand Best Practices to Successfully Implement an Online Advocacy/Fundraising Campaign


ADVOCACY OVERVIEW AND INDUSTRY BENCHMARKS

Mark Davis, Director Technical Solutions, Blackbaud


Key Ingredients for Online Advocacy

Advocacy Action Center

A central online hub for all messaging

Email Communications

Some way to keep in touch with supporters

Social Media Program

Methods to influence online discussions


Comparing Email Response Rates

Source: M&R Strategies: 2009 eNonprofit Benchmarks Study

Advocacy–based Email Response Rates Outpace all Other Types


Online Advocacy Versus Other Outreach Requests

Online Advocacy Call-to-Actions have the Highest Response Rates



Who are Your Activists?

Most of your activists take action one-time. Need to identify and cultivate your super-activists.



Don

or C

onve

rsio

n R

ate

0.00% 0.50%

0.47%

0.07%

Never Took Ac-tion

Took Action Previously

Online Action Campaigns Fuel Fundraising

Source: Charitable Memberships, Volunteering and Discounts: Evidence from a Large-Scale Online Field Experiment. May 2009, National Bureau of Economic Research, A. Lange, A. Stocking.

Activists are seven (7) times more likely to donate, compared to supporters who did not previously take an online action for the organization


Targeting the Right Activists for Fundraising Appeals

• Repeat activist who took action within the last 24 hours• Current donor who took action within the last month• Super Activist (6+ actions in last 12 months)

Best Targets

• First-time activist who took action within the last 24 hours• Repeat activists who took action within the last week• Lapsed donor who took action within the last month• Basic Activist (2-5 actions within last 12 months)

Better Targets

• 1-Time Activists (1 action within last 12 months)

Good Targets


THE “ISSUES DU JOUR” CONCEPT AND CASE STUDIES

Steve Daigneault, M+R Strategic Services(Formerly Amnesty International USA)


What is “Issue Du Jour”?

Relevance required for any online engagement No one cares about yesterday’s newspaper Make sure your message isn’t yesterday’s news Immediacy is Required for Online Advocacy and Fundraising


Imperfect/On-time is Better Than Perfect/Late

Open rate: 30% (vs. 13%) Response rate: 25% (vs. 10%)


Show Relevance Link to News Articles & Reports


Real News is Always Better than Fake news.

Action items tied to specific news yields double the response rate of non-specific stories


Real News Requires a Real Plan


Show Success and Movement


This action raised more money than a straight up appeal

Advocacy + WHAT? = Money


$13K action on Suu Kyi VS. $6K appeal on Sri Lanka Same time frame, same list.

Integrate: Capture Them After They Act


Action on 11/3 followed by appeal on 11/6

Include appeals for funds in footers of actions…

…add a P.S. to success report backs on actions.

Integrate: Remind Them Your Mission Needs Money.


Turning actions into money News: drop scheduled stuff to respond. Tell them your plan. That Moment: after they act, ask them to give. Integrate: actions + fundraising = Oreos + milk. Case for action = case for giving: know it! Report back: even if mixed. Show success.


What about Social Media? Hundreds of millions on Facebook, Twitter and YouTube Great integration of actions = +10% lift Relevance still essential


Next Steps: Building a Program

Answer: what is happening today that most people know about that is directly relevant to my mission?

Develop a campaign around this issue / concept Set a goal: what can you achieve that will help move your

mission forward? Develop a message calendar Plan actions that go from easy to hard Tell them what happened


ADDITIONAL CASE STUDY EXAMPLES

Mark Davis, Director Technical Solutions, Blackbaud


Common Cause – Micro-Campaign Site

Over 50,000 Emails and Beat Fundraising Goals· Map Mash-up Provides Interactivity


International Fund for Animal Welfare – Year-End Appeal

Target Appeals based on Advocacy Interest· Tie Donation to Specific Action


IFAW – Welcome Campaign Automated Welcome Campaign Series to Convert Facebook, Event, Website, and

Advocacy Subscribers to Donors Average Email Donation Conversion: 0.13% (from M&R Benchmark Study IFAW Welcome Campaign Success 10-20X Average Conversion Rates


Equality California – “No on 8” Wedding Registry

Over 1,700 Couples Raising Over $1M Online


QUESTIONS AND ANSWERS

Want to Contact Us?

Steve Daigneault - [email protected]

Mark Davis - [email protected]

Justin Perkins - [email protected]




care2 frog loop advocacy m+r strategies final

Business