finding (and keeping) monthly donors online - jonathon grapsas
DESCRIPTION
TRANSCRIPT
finding (and keeping)
monthly donors online
17th May, 2013
who is this guy?
jonathon grapsas
flat earth direct
@jonathongrapsas
finding and keeping RG’s online
• where to find them
• some acquisition hooks
• how to look after them
• one last time
feeding the funnel
finding and keeping RG’s online
• where to find them
cold prospects
• cold
• warm
• tepid
• search
• social (advertising)
• eDM
warm prospects
• cold
• warm
• tepid
• cash to RG
• event
donors/participants
tepid prospects
• cold
• warm
• tepid
• web re-targeting
• online activists
• survey responders
• facebook fans
• behavioral display
finding these guys
retargeting: lapsed prospect reactivation
tepid: online activists
Care2 Petition Page
Care2 Email to Members
tepid: online activists
tepid: survey leads
tepid: facebook fans (via posts)
finding and keeping RG’s online
• where to find them
• some acquisition hooks
something small something bigger
something small, then something
bigger
Preview Your Signature
Thank You For Signing
Thank you for opting in to AWL email
alerts. Enter your details here to receive your
calendar.
incentives: what’s in it for me?
tepid is better than cold
Source New Regular
Givers Target Actual*
Petitio
n
Signer
s
Cost
5 Year
RG
Income
5
Year
RG
ROI
Cold Google
AdWords 4 3 158 $8,656 $3,184 0.37
Cold Facebook
Ads 7 28 1,539 $15,978 $31,018 1.94
Tepid Email
Prospecting 116 79 3,396 $27,262 $87,263 3.20
above the fold
show me eyes (need)
what do you really want?
what do you really want?
make it easy
online recruitment: what to expect
Charity New
RG’s Cost Yr 1 $ Yr 5 $ Yr 1 ROI Yr 5 ROI CPA
Charity
A 60
$43,25
2
$20,0
82 $64,14
6 0.46 1.48 $721
Charity
B 110
$60,89
2
$30,2
44 $127,4
49 0.50 2.09 $554
Charity
C 48
$21,50
8
$24,7
68
$123,8
40 1.15 5.76 $448
online recruitment: hidden gold
Charity New
RG’s Cost Yr 1 $ Yr 5 $ Yr 1 ROI Yr 5 ROI CPA
Ave 5
year
net
value
per RG
Charity A 60 $43,252 $20,082 $64,146 0.46 1.48 $721 $348
Charity
B 110 $60,892 $30,244 $127,449 0.50 2.09 $554 $605
Charity
C 48 $21,508 $24,768 $123,840 1.15 5.76 $448 $2,132
finding and keeping RG’s online
• where to find them
• some acquisition hooks
• how to look after them
• one last time
reaffirm, quickly (& ongoing)
mobile friendly (easy)
we love you: what do you think of us?
on the inside track
make it about me: not you
balance the ‘need’ with the ‘wins’
finding and keeping RG’s online
• where to find them
• some acquisition hooks
• how to look after them
• one last time
getting digital recruitment rocking
• prospect data: tepid is best
• something small, then bigger
• incentives: what’s in it for me?
• be clear, make it easy
• get the follow up right
getting digital retention rocking
• think mobile
• easy, rich, regular
• look, listen, touch and feel
• surprise and delight
• keep asking
