4c campaigner to donor conversion AO community conference
description
Transcript of 4c campaigner to donor conversion AO community conference
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Jonathan Simmons, Public Zone
‘Moving them around the house’The rise of The Supporter
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The rise of the supporter
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The web has empowered people
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VolunteersCampaigners Donors
Marketeers love segmentation
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Building silos
People are communicated with based on their initial action?
DonorsCampaigners Volunteers
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The sweet spot
VolunteersCampaigners
Donors
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In 2008 NSPCC moved campaigner management from public affairs to to fundraising team, creating a significant increase in fundraising
In Greenpeace UK’s Palm Oil campaign over 10% of existing online activists agreed to set up a direct debit – compared with 5% of people signed up offline (signed up by volunteers during street campaigning on Nestle)A 2009 American study showed people who had previously supported an organisation online were 7 times more likely to give - National Bureau of Economic Research
Advocacy Online’s 2009 e-campaigning review estimated over half of the organisations questioned had databases with 40% of people inactive and only 9% had a strategy for reactivating them
Success
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Provide David with the tools
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A lot of potential supporters
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Find the willing
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1. Ask them
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They raised £150,000 + by asking
John Worth
Ariane Sherine
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2. CRM CRM CRM
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3. Analytics – But not just this!
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3. Use your analytics
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Success
Integration of CRM and analytics + ? = Turning
campaigners, donors, etc, into supporters
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You need the content
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You need the content
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8. Reward people
Individuals will work for you if you give them the right content at the right time, with the right tools