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Care2 Frog Loop Advocacy M+R Strategies Final
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Transcript of Care2 Frog Loop Advocacy M+R Strategies Final
Connecting Online Advocacy to Fundraising
January 26, 2010
Steve Daigneault, VP eCampaigns, M+R Strategic Services(Amnesty International USA) [email protected]
Mark Davis, Director Technical Solutions, [email protected]
Justin Perkins, Director of Nonprofit Strategy, [email protected]
Page #2 © 2010 BlackbaudAudio Call: 1-408-792-6300 Event Number: 668 664 929
Using WebEx
Chat & raise hand If you are having internet audio problems, you can dial in
using a landline 1-408-792-6300 Event Number: 668 664 929
If you lose your internet connection, reconnect using the link emailed to you.
WebEx Support: 1-866-229-3239
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This Webinar is being Recorded
The webinar will be available on the Frogloop blog at http://www.Frogloop.com
You will receive a link to this presentation following the webinar.
Tweeting the webinar? Use the Twitter hashtag: #Care2
Page #4 © 2010 BlackbaudAudio Call: 1-408-792-6300 Event Number: 668 664 929
Agenda
Introductions Advocacy Overview and Industry Benchmarks The “Issues Du Jour” Concept and Case Studies Connecting Advocacy and Fundraising Best Practices Case Study Discussions
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Key Participant Take-Aways
Understand Key Industry Benchmarks and Trends for Online Advocacy/Fundraising Campaigns
Understand the Importance of the “Issues Du Jour” Concept
Understand Best Practices to Successfully Implement an Online Advocacy/Fundraising Campaign
Page #6 © 2010 BlackbaudAudio Call: 1-408-792-6300 Event Number: 668 664 929
ADVOCACY OVERVIEW AND INDUSTRY BENCHMARKS
Mark Davis, Director Technical Solutions, Blackbaud
Page #7 © 2010 BlackbaudAudio Call: 1-408-792-6300 Event Number: 668 664 929
Key Ingredients for Online Advocacy
Advocacy Action Center
A central online hub for all messaging
Email Communications
Some way to keep in touch with supporters
Social Media Program
Methods to influence online discussions
Page #8 © 2010 BlackbaudAudio Call: 1-408-792-6300 Event Number: 668 664 929
Comparing Email Response Rates
Source: M&R Strategies: 2009 eNonprofit Benchmarks Study
Advocacy–based Email Response Rates Outpace all Other Types
Page #9 © 2010 BlackbaudAudio Call: 1-408-792-6300 Event Number: 668 664 929
Online Advocacy Versus Other Outreach Requests
Online Advocacy Call-to-Actions have the Highest Response Rates
Source: M&R Strategies: 2009 eNonprofit Benchmarks Study
Page #10 © 2010 BlackbaudAudio Call: 1-408-792-6300 Event Number: 668 664 929
Who are Your Activists?
Most of your activists take action one-time. Need to identify and cultivate your super-activists.
Source: M&R Strategies: 2009 eNonprofit Benchmarks Study
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Don
or C
onve
rsio
n R
ate
0.00% 0.50%
0.47%
0.07%
Never Took Ac-tion
Took Action Previously
Online Action Campaigns Fuel Fundraising
Source: Charitable Memberships, Volunteering and Discounts: Evidence from a Large-Scale Online Field Experiment. May 2009, National Bureau of Economic Research, A. Lange, A. Stocking.
Activists are seven (7) times more likely to donate, compared to supporters who did not previously take an online action for the organization
Page #12 © 2010 BlackbaudAudio Call: 1-408-792-6300 Event Number: 668 664 929
Targeting the Right Activists for Fundraising Appeals
• Repeat activist who took action within the last 24 hours• Current donor who took action within the last month• Super Activist (6+ actions in last 12 months)
Best Targets
• First-time activist who took action within the last 24 hours• Repeat activists who took action within the last week• Lapsed donor who took action within the last month• Basic Activist (2-5 actions within last 12 months)
Better Targets
• 1-Time Activists (1 action within last 12 months)
Good Targets
Page #13 © 2010 BlackbaudAudio Call: 1-408-792-6300 Event Number: 668 664 929
THE “ISSUES DU JOUR” CONCEPT AND CASE STUDIES
Steve Daigneault, M+R Strategic Services(Formerly Amnesty International USA)
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What is “Issue Du Jour”?
Relevance required for any online engagement No one cares about yesterday’s newspaper Make sure your message isn’t yesterday’s news Immediacy is Required for Online Advocacy and Fundraising
Page #15 © 2010 BlackbaudAudio Call: 1-408-792-6300 Event Number: 668 664 929
Imperfect/On-time is Better Than Perfect/Late
Open rate: 30% (vs. 13%) Response rate: 25% (vs. 10%)
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Show Relevance Link to News Articles & Reports
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Real News is Always Better than Fake news.
Action items tied to specific news yields double the response rate of non-specific stories
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Real News Requires a Real Plan
Page #19 © 2010 BlackbaudAudio Call: 1-408-792-6300 Event Number: 668 664 929
Show Success and Movement
Page #20 © 2010 BlackbaudAudio Call: 1-408-792-6300 Event Number: 668 664 929
This action raised more money than a straight up appeal
Advocacy + WHAT? = Money
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$13K action on Suu Kyi VS. $6K appeal on Sri Lanka Same time frame, same list.
Integrate: Capture Them After They Act
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Action on 11/3 followed by appeal on 11/6
Include appeals for funds in footers of actions…
…add a P.S. to success report backs on actions.
Integrate: Remind Them Your Mission Needs Money.
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Turning actions into money News: drop scheduled stuff to respond. Tell them your plan. That Moment: after they act, ask them to give. Integrate: actions + fundraising = Oreos + milk. Case for action = case for giving: know it! Report back: even if mixed. Show success.
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What about Social Media? Hundreds of millions on Facebook, Twitter and YouTube Great integration of actions = +10% lift Relevance still essential
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Next Steps: Building a Program
Answer: what is happening today that most people know about that is directly relevant to my mission?
Develop a campaign around this issue / concept Set a goal: what can you achieve that will help move your
mission forward? Develop a message calendar Plan actions that go from easy to hard Tell them what happened
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ADDITIONAL CASE STUDY EXAMPLES
Mark Davis, Director Technical Solutions, Blackbaud
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Common Cause – Micro-Campaign Site
Over 50,000 Emails and Beat Fundraising Goals· Map Mash-up Provides Interactivity
Page #28 © 2010 BlackbaudAudio Call: 1-408-792-6300 Event Number: 668 664 929
International Fund for Animal Welfare – Year-End Appeal
Target Appeals based on Advocacy Interest· Tie Donation to Specific Action
Page #29 © 2010 BlackbaudAudio Call: 1-408-792-6300 Event Number: 668 664 929
IFAW – Welcome Campaign Automated Welcome Campaign Series to Convert Facebook, Event, Website, and
Advocacy Subscribers to Donors Average Email Donation Conversion: 0.13% (from M&R Benchmark Study IFAW Welcome Campaign Success 10-20X Average Conversion Rates
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Equality California – “No on 8” Wedding Registry
Over 1,700 Couples Raising Over $1M Online
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QUESTIONS AND ANSWERS
Want to Contact Us?
Steve Daigneault - [email protected]
Mark Davis - [email protected]
Justin Perkins - [email protected]