Email Matters – Two Case Studies From Acquisition to Conversion #14NTCemail

Nicola Leckie, Cornell Lab of Ornithology Holly Wagg, Good Works (The UN Refugee Agency Canada)

Nicola Leckie

Holly Wagg, CFRE

Email Matters – Case Study #1

Facebook Ladder of Engagement

Slide 4 Email Matters

Become aware of your cause when friends talk about your page

Donate for the first time via email

Advocate and/or join your email list

Continue engaging and like your Page

Like, comment on, and share your updates

Share their donation

All About Birds Ladder of Engagement

Slide 5 Email Matters

Googled “screech owl” and landed on the AllAboutBirds.org species account

Saw a picture, maybe listened to the owl call, then left

Inbound Marketing to build your list

Slide 6 Email Matters

Web Visitors Leads w/ email Donors

• It’s all about email capture and turning anonymous traffic into

names

• Create lead capture opportunities based on what visitors are

looking for…pull them in for more information

Inbound Marketing: Look at the data

Slide 7 Email Matters

Inbound Marketing: Create offer

Slide 8 Email Matters

Landing Page

Download Page

Inbound Marketing: Promote the CTA

Slide 9 Email Matters

Google Grant

Nonprofit edition of AdWords

• Originally, we used our grant to drive traffic

• Now, we use the grant to drive lead capture

• This increased our email capture conversion rate from 0.2% to 5.98%

Slide 10 Email Matters

Inbound Marketing: Lead Nurturing

Lead nurturing emails, triggered by filling out a form: • Immediate - thank you email

• 3 days later – More Owl Sounds, Macaulay Library “Voices of North

American Owls”

• 6 days later – NestWatch Build an Owl Nest Box, YouTube Eastern Screech Owl and Barred Owl videos

• 12 days later – Invitation to Join the Lab Monthly:

• New leads are added to monthly eNews

• New leads with mailing address receive direct mail membership offer (our online leads are 22 times more likely to respond to direct mail acquisition offers than traded lists)

Slide 11 SESSION TITLE

Benchmarks

Slide 12 Email Matters

New Donors (4.5%)

Email Conversion

(1.2%)

Unique Visitors

Incremental Revenue

New Donors (3-

6%)

Email Conversion

(2-3%)

Unique Visitors

Cornell Lab

All About Birds Ladder of Engagement

Slide 13 Email Matters

Google “screech owl” and land on the AllAboutBirds.org species account

May receive direct mail

Begin receiving monthly eNews and email solicitations

Learn more about the Lab through triggered emails

See offer to download owl sounds in exchange for email address

Donate/Join for the first time via email or direct mail

Year One Results

• Increased our email file by 56%

• Doubled online fundraising over prior year

• 54% of online revenue was in response to email solicitations

• Average “sales” cycle – 78 days from lead to donor

Slide 14 Email Matters

Introducing Merlin…our FREE Bird ID app

Slide 15 Email Matters

Slide 16 Email Matters

Merlin lead nurturing • Day 1 – Thank you and share Merlin

• Day 5 – Four question survey

• Day 10 – Help us build more tools like Merlin

Slide 17 Email Matters

After two months

• 50% of app users are new email addresses into our database

• 9% of the new leads are coming from Facebook paid ads

– Through the custom audience tool, we’re using our eNews list as a suppression for targeting

– We have a very modest $5,000 budget

– $1.24 per email address (would be lower, but we’re getting lots of likes/shares/comments)

• 0.3% lead to donor conversion through the lead nurturing

• Of the donors, 67% are new to file

Slide 18 Email Matters

Email Matters – Case Study #2

What’s under the Hood?

Context

Metrics that matter

Missing •

•

•

•

Who is on the list?

?

TACTICAL PLAN

List Building

THEN

NOW

Schedule

The Plan

Gross Online Revenue Growth

2013 2012 2011

One-Time

Monthly

Annual Giving (Two Channels)

2013 2012 2011

Direct Mail

Online

The Plan

2013 Program OverView

30

2.5

22

4

7 11

Direct Mail Integration

Emergency Appeals

Emergency Appeals 1-2-3-Series

Emergency Appeals 1-2-3-Series

Emergency Appeals 1-2-3-Series

Stewardship

Stewardship

Year End

Other

Surprises

What did you think?

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