What's hiding behind your petition? Finding donors through advocacy
Transcript of What's hiding behind your petition? Finding donors through advocacy
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What’s hiding behind your petition?
Finding donors through advocacyGeoff Handy, Humane Society of the United
StatesSheetal Persaud, hjc
#bridgeconf
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Why advocacy is powerful for fundraising
Strategies for:◦ Recruiting and cultivating advocates◦ Converting advocates into donors
What We’ll Cover
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Advocate to Donor > The Opportunity
The opportunity
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Action Takers are Stronger Prospects
Non-donors who’d taken action online were 2.3x more likely to donate than non-donors in the email file who hadn’t
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Action Takers are Stronger Donors
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.
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“Advocates will donate. Donors will take action.”
Humane Society mantra
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All HSUS Online Donors
Have acted
62%
Have not
38%
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HSUS Online Donors ExcludingCrisis Donors
Have acted
85%
Have not
15%
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Giving money and taking action are similar
Both are valid ways to help any cause
Advocacy actions, and advocacy victories, “prime the pump” for appeals◦ They tie mission and giving together◦ They enable the motivated advocate to take
another step
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Source: Convio, 2002
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Acquiring advocates Asking early Multi-channel
follow up
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Test various channels and strategies◦ Organic (e.g., tell a friend)◦ Social media and mobile◦ Events◦ Paid
Capture the right information
We’ll also talk about how non-advocacy focused organizations can acquire advocates
Acquiring advocates
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90,000 letters mailed
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If you can find high quality lists – paid acquisition of advocates can pay off
Multiple benefits◦ list growth◦ prospect recruitment◦ branding◦ advocacy
Paid acquisition
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Care2, change.org Facebook ads Google ads/adwords Email list rental Online display advertising
Sources for paid acquisition online
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At least get: ◦ First Name, Last Name◦ Email +permission◦ Zip
Try for ◦ Phone (make it optional)◦ Full address
Collecting enough information
Can at least do an append on this data for address/phone (US only)
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Advocacy has a fairly wide definition. It can be a non-political engagement activity too, e.g.:
◦ Pledges◦ Messages of support◦ Thank you’s
It does not mean you need to re-characterize your organization if you are a 501(c)(3) or registered charity
Everyone can grow an advocacy file
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How to convert advocates into
donors
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Ask early in the relationship
Tie your ask to the advocacy action, ideally
Ask for a lower donation amount if advocate doesn’t respond to traditional ask amount
Ask through multiple channels
Advocate-to-donor conversion
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Acquiring advocates
Asking early
Multi-channel
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Ask early in the relationship Option 1: Ask immediately
◦ Take Action Tell a Friend Donate◦ Take Action Donate◦ Take Action Choice of options
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Ask early in the relationship Option 1: Ask immediately
◦ Take Action Tell a Friend Donate◦ Take Action Donate◦ Take Action Choice of options
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Works with paid acquisition, too...
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Ask early in the relationship Option 1: Ask immediately
◦ Take Action Tell a Friend Donate◦ Take Action Donate◦ Take Action Choice of options
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$6,415 came from the thank you page and email
12% of total campaign revenue!
1.85% conversion rate
$30.99 average gift (ask was $25)
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Ask early in the relationship, cont’d
Option 2: Ask within days◦Email Welcome Series Generic Tailored to the action they joined on
◦ Follow-up Action Take 2nd Action Donate
◦ Follow-up Appeal The one-timemonthly one-two punch
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Ask early in the relationship, cont’d
Option 2: Ask within days◦ Email Welcome Series
Generic Tailored to the action they joined on
◦ Follow-up Action Take 2nd Action Donate
◦ Follow-up Appeal The one-timemonthly one-two punch
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Ask early in the relationship, cont’d
Option 2: Ask within days◦ Email Welcome Series
Generic Tailored to the action they joined on
◦ Follow-up Action Take 2nd Action Donate
◦ Follow-up Appeal The one-timemonthly one-two punch
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DAY 2 Welcome
DAY 5Action
number 2 + donation ask
DAY 10Survey email
Group 1 Day 12
Monthly ask
Group 2 Day 18
Monthly ask
Group 3 Day 25
Monthly ask
HSI Welcome test (bullfighting)
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List Users%
Donors
% Sustaine
rs
Group 1 3092 0.36% 0.16%
Group 2 3097 0.29% 0.06%
Group 3 3088 0.29% 0%
TOTAL 9277 0.31% 0.11%
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Serve as an engagement device Help you understand the
motivation/demographic of the audience◦ Collect more information
Serve as a great springboard to ask for donations
Surveys in welcome emails
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Ask early in the relationship
Tie your ask to the advocacy action, ideally
Ask for a lower donation amount if advocate doesn’t respond to traditional ask amount
Ask through multiple channels
Advocate-to-donor conversion
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Several Options For large buckets of newly acquired
advocates, try a dedicated welcome series based on the issue they joined on◦ Can include monthly giving, one-time giving, micro-
donation asks, and peer to peer invitations
Group advocates into issue-oriented groups, and segment your appeals to drive response over time
Use transitional language to move advocates into your “regular” communication/appeal stream
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Several Options For large buckets of newly acquired advocates,
try a dedicated welcome series based on the issue they joined on◦ Can include monthly giving, one-time giving, micro-
donation asks, and peer to peer invitations
Group advocates into issue-oriented groups, and segment your appeals to drive response over time
Use transitional language to move advocates into your “regular” communication/appeal stream
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Case Study: HSUS Wildfires Appeal
Sent to 192,000 “horse responders”◦ This group includes all who have taken action on
horse-related issues Content focused on wildfires’ impact on
horses
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Case Study: HSUS Wildfires Appeal, cont’d
Results:◦ Sent to 192,000◦ Open rate: 25.3%
Average disaster appeal open rate: 8.5-12.5%◦ Donation rate: 0.66%
Average disaster appeal donation rate: 0.04-0.05%◦ Raised $94,000 from 1,413 donors
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Several Options For large buckets of newly acquired advocates, try
a dedicated welcome series based on the issue they joined on◦ Can include monthly giving, one-time giving, micro-
donation asks, and peer to peer invitations
Group advocates into issue-oriented groups, and segment your appeals to drive response over time
Use transitional language to move advocates into your “regular” communication/appeal stream
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Example for people who joined through our Spay Day photo contest:
◦ “Thank you for participating in the Spay Day Pet Photo Contest! We are thrilled that you have chosen to join our community - here's how you can help more animals today.”
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Ask early in the relationship
Tie your ask to the advocacy action, ideally
Ask for a lower donation amount if advocate doesn’t respond to traditional ask amount
Ask through multiple channels
Advocate-to-donor conversion
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Three emails sent to 1.04 million advocates who had not donated in previous 24 months
3,380 donations totaling $141,500 ◦ Avg. gift > $40◦ Gift range $5 - $500◦ Donation participation rate:
Results
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Ask early in the relationship
Tie your ask to the advocacy action, ideally
Ask for a lower donation amount if advocate doesn’t respond to traditional ask amount
Ask through multiple channels
Advocate-to-donor conversion
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Acquiring advocates Asking early
Multi-channel
follow up
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Email and web asks can get you so far...
To secure higher rates of conversion, bring other channels into the mix
These usually perform much better than prospecting files
Multi-channel conversion
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Direct mail
3.24% direct mail response rate$59 direct mail average giftAverage response on prospecting packages 0.30%
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DM – tied to advocacy
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If you are testing advocate lists in direct mail, pick segments that have:◦ Voluntarily given a full address◦ Taken additional action (e.g., made comments)◦ Have taken action recently
DM conversion
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Phone conversion - Pros Best way to secure monthly gifts
Can cost-effectively link scripts with online behavior
Can cost-effectively link calling windows with online outreach
Can convert advocates who haven’t made a donation online
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Phone conversion - Cons
Up-front costs
External vendor(s) plus staff time to hire, manage
Training of call center staff or volunteers
Technology (donation processing, managing data)
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Monthly Response Rate
Avg. Monthly Gift
OTG Response Rate
Avg. Gift
Cost per Monthly
4.6% $16.40 2.5% $34.40 $296
Case Study Email welcome series followed by phone
call 6-8 weeks after action
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Costs per monthly donor (primarily DRTV driven) :
1998 - $80 2008 - $300
Amnesty example - Competition
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Calling advocacy lists
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%18.50%
8%9%
11% Recent Lapsed Monthly DonorOnline Petition OnlyE-newsletter SubscriberLong Lapsed Montlhly Donor
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Cost per monthly donor $75.00 1000 phone calls – 74 monthly donors
giving $9.66 every month
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Case Study: HSUS Advocate Telemarketing
Goal: Convert online one-time donors and advocate non-donors into monthly sustainers
Process:◦ Newly acquired online names were first invited by
email to become monthly donors◦ Then we called them. Callers were segmented by
the campaign on which they joined
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Campaign # Contacted
% Converted
Breakeven Point (in months)
Factory Farming 309 14.2% 5.8
Animal Fighting 1,028 11.3% 7.6
Seals/Fur 558 16.4% 6.5
Puppy Mills 946 18.0% 5.6
All Issues/General 9,043 9.2% 9.6
Case Study: HSUS Advocate Telemarketing, cont’d.
RESULTS
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Conversion doesn’t always happen right away
Key is to keep them active with ongoing communication
Ongoing stewardship
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Key Take Away #1
When acquiring advocates:◦ Collect enough information◦ Acquire in multiple ways◦ Remember: Advocacy does not always need to be
political/policy oriented
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Key Take Away #2
Ask quickly◦ Make the ask part of the action◦ Make it high profile◦ Follow up with an email welcome series with an
ask as part of the emails
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Key Take Away #3
Relate the ask to the action◦ What brought this person to you? So what might
motivate them to give?
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Key Take Aways #4
When using direct mail to convert:◦ Integrate with advocacy◦ Test a campaign update◦ Mail as soon as possible after the advocacy action
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Key Take Aways #5
When using telemarketing to convert:◦ Push for monthly giving◦ Refine your scripts with your best lists◦ Call people as soon as possible after the advocacy
action
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Thank you!
Don’t forget to visit the Solutions Showcase!
Many of the ideas discussed today are on display at the Solutions
Showcase! #bridgeconf