donor engagement
TRANSCRIPT
We’ve Created A Monster*
*of a campaign
What? Unrestricted cash appeal to c30,000 cash supporters (0-60mths) by mail, an additional un-mailable c8,000 contacts by email and c11,000 contacts by mail and email.
Aim To raise £78,000 (gross) and a RR of 14%, looking to improve on previous results by integrating off- and online communications.
Timings Late June and early July, with a reminder mail pack in late July.
Integrating off- and online
• Previous appeals have not been fully integrated • Tests in September 2012 and February 2013 found that
results improve when communications are integrated • Increasing need to effectively communicate with
donors who were recruited online
Creative and proposition
• Monster boats: These industrial fishing vessels are destroying our oceans
• They have enough capacity to fish out the oceans two and a half times over
• Unless we stop them now it will be too late • Tangible ask, urgent deadline, strong images, compelling,
personal copy
Converting offline to online
• Personal copy, from a campaigner • Personalised asks, reflecting those in the pack • Bold landing page – donation form to reduce drop-off rates
Email 1 Teaser email to 11,000 people who would be receiving the mailpack, sent a week before the mailpack landed. Key elements: personalisation, sent from a campaigner rather than general account, tailored ask amount (based on last gift), shopping list Test: ask amount, as per the mailpack
Email 2 Main email to 10,000 people who were receiving the mailpack, and 9,000 who weren’t, sent on the morning the mailpack landed. Key elements: The same as the teaser. Those who received the teaser email and mailpack had a different subject line, and reference to the previous email and mailpack. Those who hadn’t got exactly the same email as the teaser.
Email 3 Reminder email to everyone who received the second email, minus those who had already donated. Key elements: Sent the same email as before, with the winning subject line tested against a new subject line, and topped it with an update on a whaling victory. Removed the ask amount.
Results
Emails
Mailpack
Contacts Responses Response Rate (%)
Average Gift (£) Income (£)
Expenditure (£)
Net Income (£) ROI
Target 26,000 2,600 10.0 30.00 78,000 30,000 48,000 2.6
Achieved 25,973 2,984 11.5 34.49 102,913 31,727 71,186 3.2
Difference -27 384 1.5 4.49 24,913 1,727 23,186 0.6
Contacts Responses Response Rate (%)
Average Gift (£) Income (£)
Expenditure (£)
Net Income (£) ROI
Target 26,000 2,600 10.0 30.00 78,000 30,000 48,000 2.6
Stretch Target 100,000 55,000
Achieved 34,846 4,379 12.6 32.55 142,549 31,777 110,772 4.5
Difference 8,846 1,779 2.6 2.55 44,549 1,717 42,832 1.2
Combined
Recipients Open rate (%) Click through (%) Conversion rate (%) Responses Income (£) Average gift (£)
Teaser control 5,451 48.4 3.4 1.8 97 3227 33.27
Teaser test 5,506 47.8 4.6 2.6 141 3800 26.95
Main 10,748 43.5 5.1 2.8 306 10,397 33.98
No to mail main 8,880 39.6 4.3 1.9 169 4,728 27.98
Reminder main 10,331 38.6 4.4 2.8 290 6776 23.37
Reminder no to mail 8,527 36.0 5.4 2.7 227 4671 20.58
Online donation form 168 6,134 36.51
TOTAL 49,443 42.3 4.5 2.4 1,398 39,733 28.95
11/07 - iceclimb
09/07 – reminder emails
30/06 – main emails
24/06 – teaser email
0
50
100
150
200
250
Series1
Response curve
How this compares to previous appeals
Contacts Responses Response Rate (%)
Average Gift (£) Income (£)
Expenditure (£)
Net Income (£) ROI
Target 15,000 350 10.0 30.00 9,000 35.00 8,965 257.1
Achieved 17,654 601 3.4 27.38 16,453 40.48 16,413 406.4
Difference 2,654 251 -6.6 - 2.62 7,453 5.48 7,448 149.3
Contacts Responses Response Rate (%)
Average Gift (£) Income (£)
Expenditure (£)
Net Income (£) ROI
Target 26,000 2,600 10.0 30.00 78,000 30,000 47,930 2.7
Achieved 27,383 3,328 12.2 31.57 108,356 31,904 76,452 3.4
Difference 1,383 728 2.2 1.57 30,356 1,904 28,522 0.7
Feb 2013
Mailpack and email
April 2013
Mailpack and email
Contacts Responses Response Rate (%)
Average Gift (£) Income (£)
Expenditure (£)
Net Income (£) ROI
Target 26,000 2,600 10.0 30.00 78,000 30,000 48,000 2.6
Achieved 25,212 3,173 12.6 25.11 81,516 16,334 65,182 5.0
Difference -788 573 2.6 -4.89 3,516 -13,666 17,182 2.4
Contacts Responses Response Rate (%)
Average Gift (£) Income (£)
Expenditure (£)
Net Income (£) ROI
Target 0 0 0 0 0 0 0 0
Achieved 32,028 1111 3.47 23.18 25,758 64 25,694 402.5
Difference
What we learnt
• Integrating online and offline communications improves response
• Timing is key • A personal voice works well • Send people straight to the donation form • Unsubscribe rates were low (0.35%) • Using the same copy again doesn’t necessarily mean a drop-
off in response – especially if you can add an update • You don’t necessarily have to communicate with people on
the same issue – additional brand awareness can trigger response
Questions?