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Online Advocacy and Fundraising: Are You Doing Everything You Can?
Mark Davis, BlackbaudCassandra Koenen, Web Manager IFAW
Online Advocacy and Fundraising:Online Advocacy and Fundraising:Are You Doing Everything You Can?Are You Doing Everything You Can?
• Why is Online Advocacy Important to Fundraisers?– Online advocacy is important to many nonprofits
for more than its ability to influence policy
– Online advocacy is a critical tool for identifying and engaging new subscribers, and keeping existing subscribers motivated.
– Organizations with combined online advocacy and fundraising combined raised 200% more online than organizations without advocacy(1)
(1)Source: The eNonprofit Benchmarks Study, 2006, M&R Strategies
Online Advocacy and Fundraising:Online Advocacy and Fundraising:Are You Doing Everything You Can?Are You Doing Everything You Can?
• Is Advocacy Still Relevant?– 6-Month Doubling of Sphere Action Items
– Obama’s Organization
– Other High Profile Campaigns
Online Advocacy and Fundraising:Online Advocacy and Fundraising:Are You Doing Everything You Can?Are You Doing Everything You Can?
• Who are Active Online Advocacy Orgs?– Larger e-mail lists– Larger online communications budgets– Higher volume of advocacy e-mail
messages
Source: The eNonprofit Benchmarks Study, 2006, M&R Strategies
Online Advocacy and Fundraising:Online Advocacy and Fundraising:Are You Doing Everything You Can?Are You Doing Everything You Can?
• How Do Advocacy Emails Compare?– 2007 Email Response Rates
Source: The eNonprofit Benchmarks Study, 2008, M&R Strategies
0.13%
3.60%
7.50%
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
Fundraising Email Newsletters Advocacy
Em
ail
Res
po
nse
Rat
es
Online Advocacy and Fundraising:Online Advocacy and Fundraising:Are You Doing Everything You Can?Are You Doing Everything You Can?
• Who is Acting?– 60% of Advocates… Aren’t– ‘Super Activists’ Account for 42% Actions
Source: The eNonprofit Benchmarks Study, 2008, M&R Strategies
Online Advocacy and Fundraising:Online Advocacy and Fundraising:Are You Doing Everything You Can?Are You Doing Everything You Can?
• Who to Target?– ‘Super Activists’ are Most Likely to
Support– Use Wealth Screening Tools to Identify
Potential Major Donors
Online Advocacy and Fundraising:Online Advocacy and Fundraising:Are You Doing Everything You Can?Are You Doing Everything You Can?
• How to Promote Your Advocacy?– Use Campaigns to Recruit New Advocates– Use New Media to Promote Campaigns
Online Advocacy and Fundraising:Online Advocacy and Fundraising:Are You Doing Everything You Can?Are You Doing Everything You Can?
• Use Campaigns to Recruit New Advocates– New Supporter Acquisition
Online Advocacy and Fundraising:Online Advocacy and Fundraising:Are You Doing Everything You Can?Are You Doing Everything You Can?
• Use New Media to Promote Campaigns– Lessons Learned from Obama
Online Advocacy and Fundraising:Online Advocacy and Fundraising:Are You Doing Everything You Can?Are You Doing Everything You Can?
• Use New Media to Promote Campaigns– Map Mash-up Provides Interactivity
Online Advocacy and Fundraising:Online Advocacy and Fundraising:Are You Doing Everything You Can?Are You Doing Everything You Can?
• Special Notes on Use of New Media– Convert MySpace and Facebook users to Email as
Quickly as Possible– Use social networking sites to promote your
action alerts– Limited success (so far) with direct fundraising– Use widgets for supporters to use on other sites– Don’t let your content slip out of date– Integrate with overall communications strategy.
Online Advocacy and Fundraising:Online Advocacy and Fundraising:Are You Doing Everything You Can?Are You Doing Everything You Can?
• How to Communicate to Advocates?– Use Welcome Series to Convert Donors– Target Appeals based on Advocacy
Interest– Tie Appeals to Real World Events
Online Advocacy and Fundraising:Online Advocacy and Fundraising:Are You Doing Everything You Can?Are You Doing Everything You Can?
• Use Welcome Series to Convert Donors– Automated Email Communications
Online Advocacy and Fundraising:Online Advocacy and Fundraising:Are You Doing Everything You Can?Are You Doing Everything You Can?
• Target Appeals based on Advocacy Interest– Tie Donation to Specific Action
Online Advocacy and Fundraising:Online Advocacy and Fundraising:Are You Doing Everything You Can?Are You Doing Everything You Can?
• Tie Appeals to Real World Events– Use Friends Asking Friends®
Online Advocacy and Fundraising:Online Advocacy and Fundraising:Are You Doing Everything You Can?Are You Doing Everything You Can?
• How to Ensure Success?– Integrate Advocacy and Fundraising
Experience– Converge Organizational Interests
Online Advocacy and Fundraising:Online Advocacy and Fundraising:Are You Doing Everything You Can?Are You Doing Everything You Can?
• Integrate Advocacy and Fundraising– Online Membership Tools
Online Advocacy and Fundraising:Online Advocacy and Fundraising:Are You Doing Everything You Can?Are You Doing Everything You Can?
• Integrate Advocacy and Fundraising– Event Fundraising
Online Advocacy and Fundraising:Online Advocacy and Fundraising:Are You Doing Everything You Can?Are You Doing Everything You Can?
• Converge Organizational Interests– Crossing the Fundraising-Advocacy Divide
Online Advocacy and Fundraising:Online Advocacy and Fundraising:Are You Doing Everything You Can?Are You Doing Everything You Can?
• Summary– Advocacy is a Great Acquisition Tool– Implement a Cultivation Strategy, i.e.,
“Ladder of Engagement”– Need Single CRM for Fundraising and
Advocacy Data
Online Advocacy and Fundraising:Online Advocacy and Fundraising:Are You Doing Everything You Can?Are You Doing Everything You Can?
Case Study:IFAW Stop Whaling Campaign
Presented by:Cassandra Koenen
Online Advocacy and Fundraising:Online Advocacy and Fundraising:Are You Doing Everything You Can?Are You Doing Everything You Can?
IFAW Stop Whaling Campaign
A campaign to mobilize the public to call for an immediate end to Japan’s Commerical Whaling.
Goals: - Recruit new users into IFAW’s existing online community- Generate 10,000s of new messages to the government of Japan- Provide a range of engaging, meaningful activities for new and old users- Increase donations from Whale Supporters Campaign Components: - Launch a Stop Whaling blog - Posting campaign videos to Youtube.com - Campaign Page on MySpace and Facebook- Activate a mobile campaign- User-generated photo submission using Flickr groups
Online Advocacy and Fundraising:Online Advocacy and Fundraising:Are You Doing Everything You Can?Are You Doing Everything You Can?
So what Web 2.0 elements did we use to build our campaign…..
Popular Social Networking Sites Facebook and MySpace
Online Advocacy and Fundraising:Online Advocacy and Fundraising:Are You Doing Everything You Can?Are You Doing Everything You Can?
Worked to create a mobile activist list
Online Advocacy and Fundraising:Online Advocacy and Fundraising:Are You Doing Everything You Can?Are You Doing Everything You Can?
Used YouTube to Get the Message Out
Online Advocacy and Fundraising:Online Advocacy and Fundraising:Are You Doing Everything You Can?Are You Doing Everything You Can?
Created Opportunities for Supporters to Engage and Create Content
Online Advocacy and Fundraising:Online Advocacy and Fundraising:Are You Doing Everything You Can?Are You Doing Everything You Can?
Looked for new ways to disseminate the information and keep the campaign fresh – IFAW launched the Stop Whaling Blog and Podcasts – all
are available through RSS Feeds
Online Advocacy and Fundraising:Online Advocacy and Fundraising:Are You Doing Everything You Can?Are You Doing Everything You Can?
The final step in building a campaign that would utilize some of the best and social networking tools available was to create a site that would bring all the aspects together
Drive the social networking
sites
Highlight the Blog
Feature latest Youtube video
Online Advocacy and Fundraising:Online Advocacy and Fundraising:Are You Doing Everything You Can?Are You Doing Everything You Can?
Results
Number of New Constituents: 10,000
Number of Advocates: 60,000
Conversion Rate: Doubled from previous year
Number of Mobile Sign-ups: 350
Online Advocacy and Fundraising:Online Advocacy and Fundraising:Are You Doing Everything You Can?Are You Doing Everything You Can?
What Role Does Email Still Play
Total Emails Sent: Series of 4 pieces a combination of fundraising asks and advocacy
Email Segments:Segment by recencey and frequency – donor versus non-donor
Open rates:Depending on type of ask – can be anywhere from 13 – 27% - but don’t focus as much on open rates as conversion
Conversions:59% of those that opened the email clicked on a link 60% of those that clicked a link took an action = 35% of those that opened an email took an action
Online Advocacy and Fundraising:Online Advocacy and Fundraising:Are You Doing Everything You Can?Are You Doing Everything You Can?
Did we achieve our goals
Recruit new users into IFAW’s existing online community
Generate 10,000s of new messages to the government of Japan
Provide a range of engaging, meaningful activities for users
Increase donations from Whale Supporters
85% increase in recruitment over previous year
48% increase in actions generated over previous year
Sign petition, send a letter, sign up for mobile alerts, read and comment on the blog, watch video
27% increase in income over previous year campaign
Online Advocacy and Fundraising:Online Advocacy and Fundraising:Are You Doing Everything You Can?Are You Doing Everything You Can?
What Next For the New Activists
Online Advocacy and Fundraising:Online Advocacy and Fundraising:Are You Doing Everything You Can?Are You Doing Everything You Can?
The Power of Integration
• Action postcards from Direct Mail supporters
• Petitions from tabling and grassroots events
• Online action letters• Petition on Facebook• Petition on Care2
Results almost 100,000 actions delivered!