Lead Generation & Donor Acquisition

What you can learn from Change.org who have grown their user base

to 45 million people

SPEAKERS Nick Allardice

Managing Director, Asia Pacific, Change.org

Anna Robinson

Director of Business Development, Australia, Change.org

Proudly Sponsored by

There are 2.5 billion people

using the internet, and 1.2

billion of them use Facebook.

Finding loads of passionate

supporters and donors from

that lot should be easy

…Right?

First, who exactly are we?

Nick Allardice Managing Director, Asia

Pacific

Change.org

@NickAllardice

nick@change.org

And why have we got something to

say?

Anna

Robinson Director of Business

Development, Australia

Change.org

arobinson@change.org

• Good at sounding like he knows what he’s talking

about, even when he doesn’t.

• Co-founded and directed Live Below the Line (has

since had 20,000 people from 100 countries raise

$10 million from 270,000 donors)

• Started Change.org Australia back when we only

had 5,000 users here!

• Overseen startup of 5 other Change.org offices,

growing each to between 250,000 and 1.3 million in

18 months.

• 10 years senior management experience in the NFP

and private sector

• Headed up policy & program development for the

Salvation Army’s employment division for 3 yrs

• Established A4e’s (major global service provider)

Biz Dev function in Australia and achieved 28%

revenue growth in 12 months (3 times target)

• Set up the first social finance tests for youth and

family services in the UK

We mostly haven’t got this right…

Mission = empower people everywhere to create

the change they want to see.

• Petitions! So many petitions.

• Aggregate support and find new and existing community of

support.

• Resources. Tools. Technology. Best practices.

• Empowerment marketing through incubation and storytelling.

• Sponsored campaigns and advertising to connect users with orgs

working on aligned issues.

You might remember us from…

+ = +

+ = +

+ = +

It seems to have worked! Though we’re still making it out as we go along and get it right 2 times out of 10.

• 1.8 million users in Australia

• More than 60 million users world-wide

• 488,000 petition signatures per month in Australia

• One third of Change.org users in Australia involved in a

victory

• 30,000 orgs using Change.org world wide and 1,800 in Aus.

• 70 million actions taken on behalf of organisations

Change.org Australian Users

Change.org Global Users

Australian users of major web

platforms

Source: Top Social Media Sites January 2013, Adcorp & Change.org user data February 2013

Platform # Australian Users % Australian Population

Facebook 11,784,460 51%

Youtube 10,790,715 47%

LinkedIn 3,924,921 17%

Tumblr 2,992,048 12%

Twitter 2,925,383 12%

Wordpress 2,735,586 11%

Change.org 1,800,000 8%

Pinterest 1,409,197 6%

Flickr 1,202,510 5%

Instagram 915,476 4%

Myspace 615,534 2%

TripAdvisor 601,957 2%

What lessons have we learnt about finding,

engaging and connecting with people online –

and how does that translate to specific and

actionable fundraising ideas?

This session:

Finding people

Personal stories cut through

Model behaviour to create double virality

Great messaging drives action: DR DIRT

Distinctive

Role

Dramatic

Inspiring

Relevant

Timely

Engagement

Empowering users & “Double Virality”

Two step: more data!

4. Conversion tactics: two step

5. Test EVERYTHING

Test EVERYTHING.

+179% in contributions

Effects of removing donate button:

No significant change in contributions

Lower unsubscribe rate (-14%)

Higher action rate (+22%)

Effect of embedding event details:

Much higher RSVP rate (+100%)

Telemarketing

Case study: Environmental

Org

Source: 2013 Yellow Social Media Report

Effective Engagement of Phone Leads: Environmental Org

Case Study

Total Leads Delivered (conversion ongoing) 4,388

Penetration (expect this to increase to 60%+) 53%

Conversion to regular giver 13%

Average regular gift $21

Effective Engagement of Phone Leads: Environmental Org

Case Study

Email Conversion: Emails sent 4388

Open rate 41%

Unique click-through rate 31.3%

Total Petition signatures 1269

Conversion to regular giver off second ask 3.3%

Total new regular givers 41

Average regular gift $8.50

What is working for you?

Source: 2013 Yellow Social Media Report

Questions?

Source: 2013 Yellow Social Media Report

Get in touch! • nick@change.org | @NickAllardice

• arobinson@change.org | 0422 656 734