regular givers in 90 characters - fpmagazine.com.au · regular givers in 90 characters •why...
TRANSCRIPT
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
• 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
F2F
2-step TM
Email/online
Questions?
Thank you for listening.
www.facebook.com/AustralianConservationFoundation