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www.captadores.org.br.#fes1valABCR.
Mobilising a Digital ArmyStrategy, Insight and Innovation from around the world
Marcelo Jambeiro & Anna Robinson, Change.org
The world’s empowerment platform
www.captadores.org.br.#fes1valABCR.
C H A N G E . O R G
5 MILLION NEW USERS A MONTH
135 MILLION VOICES WORLDWIDE
Why go digital?
www.captadores.org.br.#fes1valABCR.
SCALE4 billion email accounts globally, 1.3 billion on
Facebook and 650 million on Twitter
A highly engaged audience - 71% check their emails as
soon as they wake up in the morning!
COSTReduce telemarketing and face
to face costs
Upfront investment in good CRM and email tools will allow
you to scale with limited increased cost
RESULTSGlobally online giving grew by
13.1% in 2015 - faster than any other channel.
Regular giving online growing at a faster rate than one-off
giving.
Two Approaches
www.captadores.org.br.#fes1valABCR.
“DIGITAL PLUS”Using digital as part of a multi-channel
strategy to drive strong results
Case StudyIndigenous Community Volunteers Australia
“DIGITAL FIRST”Using digital alone - especially email - to drive
strong, highly scalable results
Case StudyPETA Germany
www.captadores.org.br.#fes1valABCR.
Case Study 1Digital multi-channel with
Indigenous Community Volunteers
www.captadores.org.br.#fes1valABCR. www.captadores.org.br.#fes1valABCR.
Recruiting Supporters Online
Recruited 500 new qualified supporters per week on Change.org who pledged to close the gap on Indigenous disadvantage in Australia
www.captadores.org.br.#fes1valABCR. www.captadores.org.br.#fes1valABCR.
Thank & Welcome Supporters
First email sent within one week of pledging support thanking them and offering a free thankyou gift.
52% opened the email and 39% clicked through to receive the gift
www.captadores.org.br.#fes1valABCR. www.captadores.org.br.#fes1valABCR.
Optimised Landing Pages
To register for their gift supporters were asked to provide their mailing address and phone number. This opened the door for multi-channel communications.
40% completed this information on the landing page.
www.captadores.org.br.#fes1valABCR. www.captadores.org.br.#fes1valABCR.
Direct Mail
Supporters were sent their gifts [a greeting card pack] immediately.
Mailing addresses were also used for future direct mail appeals.
www.captadores.org.br.#fes1valABCR.
Calling Supporters
Supporters got a phone call after receiving their gifts asking them to become regular donors.
They converted 13% to regular giving with a regular gift of $18 AUD.
www.captadores.org.br.#fes1valABCR. www.captadores.org.br.#fes1valABCR.
Email Fundraising
Supporters who did not donate on the phone were sent a donation ask via email.
40% opened the email, 7% clicked through and 40% converted to one-off donors with an average gift of $25.
www.captadores.org.br.#fes1valABCR.
ICV Results
- 2% of new supporters donated - 91% ROI in 1 year and 159% ROI in 2 years
including all telemarketing and direct mail costs
www.captadores.org.br.#fes1valABCR.
THANK YOUR SUPPORTERS
1st email of welcome series
PETA’s first email is sent immediately to new supporters thanking them for signing the petition on Change.org.
OPEN RATE: 49%
CLICK RATE: 26.3%
www.captadores.org.br.#fes1valABCR.
DON’T WASTE TIME
2nd email of welcome series
The 2nd email in PETA’s welcome series, sent 5 days after the first, asks that supporters sign a petition to National Institute of Health to stop experimenting on baby monkeys.
www.captadores.org.br.#fes1valABCR.
ASK FOR DONATIONS
The 3rd email of PETA’s welcome series, sent 7 days after the 2nd email, solicits donations from new supporters with more information about the baby monkey campaign.
3rd email of welcome series
www.captadores.org.br.#fes1valABCR.
ENGAGE, ENGAGE, ENGAGE
The 4th email in PETA’s welcome series, sent 10 days after the 3rd email, circles back to the original campaign against Air France.
4th email of welcome series
www.captadores.org.br.#fes1valABCR.
ASK FOR DONATIONS (again)
The 5th and final email in PETA’s welcome series, sent 10 days after the 4th email, brings up a new campaign topic—the mistreatment of rabbits for wool.
5th email of welcome series
www.captadores.org.br.#fes1valABCR.
PETA Results
- 5.6% of new supporters donated, with an average gift of 25 euros
- Full return on initial investment reached in 3 months
- 200% projected ROI in 1 year
www.captadores.org.br.#fes1valABCR.
Case Study 3Email first, Telephone after with
SOS Children’s Village Argentina
www.captadores.org.br.#fes1valABCR. www.captadores.org.br.#fes1valABCR.
Recruiting Supporters Online
Recruited 5000 new qualified supporters throughout the campaign who pledged to close the gap on children access to education in Argentina
www.captadores.org.br.#fes1valABCR. www.captadores.org.br.#fes1valABCR.
Thank & Welcome Supporters
Email sent to supporters before calling them to thank for engaging with Aldeas campaign on Change.org.
28% opened the email
www.captadores.org.br.#fes1valABCR.
Calling Supporters
Supporters got a phone call after receiving the Thank You email asking them to become regular donors.They converted 9% to regular giving with a regular gift of $16 USD.
www.captadores.org.br.#fes1valABCR. www.captadores.org.br.#fes1valABCR.
Next: create welcome series to…
ENGAGE, ENGAGE, ENGAGEASK FOR DONATIONS
ENGAGE WITH OTHER RELATED ISSUE
ASK FOR DONATIONS (AGAIN)
…and keep nurturing your supporter base throughout their lifecycle
www.captadores.org.br.#fes1valABCR.
Aldeas Infantiles Results
- 9% of new supporters donated - 434 out of 5000
- Average regular gift USD13.13
www.captadores.org.br.#fes1valABCR.
HIGH CAPACITY TO EXECUTE:• Leadership
knowledge and support
• Digitally skilled staff across whole team
• Established IT infrastructure
• Available budget
CAPACITY
NO CAPACITY TO EXECUTE:• Limited
leadership knowledge and support
• Lack of digital skills amongst staff
• Poor IT infrastructure
• No / limited digital budget
www.captadores.org.br.#fes1valABCR.
CULTURE
DIGITAL IS AN OPPORTUNITY:• Digital first approach• ‘Fail fast and often’ mentality• Agility and flexibility to respond as opportunities
emerge• Commitment to empowering supporters - listening,
engaging and allowing them to lead
DIGITAL IS A THREAT• Give up if first tests do not yield excellent responses• Lack of flexibility to move quickly outside of planning
cycle• Fear of controlling organisation message online• Unwillingness to invest unless results immediately
comparable to existing fundraising channels
www.captadores.org.br.#fes1valABCR.
CULTURE
CAPACITY
LEADERSHIP STYLESUPPORTER
EXPECTATIONSSUCCESS METRICS
PLANNING & APPROVAL PROCESSES
ORG STRUCTUREHR PRACTICESINVESTMENT
IT TOOLS
EXCELLENTDIGITAL
RESULTS
POORDIGITAL
RESULTS
Marcelo JambeiroDirector of Business Development, Latin AmericaEmail: [email protected]