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HOW TO GO "SUPPORTER FIRST" WITHOUT LOSING YOUR FORKING MIND
AMY PEYROT (SHE/HER)VICE PRESIDENT DIGITAL FUNDRAISING & ADVOCACY
We ❤ NTEN
How you can help:
● Donate your #20NTC registration by March 30
● Make a donation to NTEN
● Share the fundraising campaign:
we-heart-nten.causevox.com
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We are M+R
We are communicators, marketers, fundraisers, and campaigners who unleash the power of people to do good.
We work exclusively with nonprofits fighting for a just and sustainable world.
Our services include:
DIGITAL FUNDRAISING+ ADVOCACY
DIGITAL ORGANIZING
MEDIARELATIONS ADVERTISING SOCIAL
MEDIA
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WWW.MRBENCHMARKS.COM
Benchmarks
Our annual in-depth review of nonprofit
digital data that tracks trends, spots outliers,
and explores from every vantage point.
Our most recent study includes new metrics
for Facebook revenue, p2p texting, and
retention. We also explore email messaging,
fundraising stats, and the expanding worlds
of digital advertising, social media, web
performance, marketing, and more.
MEDIAMARKS STUDY
Counts the number of press hits for some of nation’s leading nonprofits, broken down by month.
Download at: MRmediamarks.com
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WHERE ARE WE NOW?
AND WHERE ARE WE GOING?
Donors are aging
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Gen X
● They regularly check email and stay up to date on social media feeds
● Email prompted 31% of online donations made by Gen Xers
Millennials
● Respond best to text messages and social media. Rarely check personal email or respond to voice calls
9Source: www.nonprofitsource.com @MRcampaigns
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Up to 75% of your donors might be unreachable by email.
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Channel proliferation
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“Supporter First” in a nutshell
RIGHT PEOPLE RIGHT MESSAGE RIGHT TIME
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IF SUPPORTER FIRST ENGAGEMENT IS SO GREAT, WHY ISN’T EVERYONE DOING IT?
Answer: It’s hard!
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For example: Active donors,
People in renewal window,
Lapsed donors, Prospects,
Active sustainers, Mid-level
donors, Mid-level prospects,
Activists, Event participants,
Volunteers
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For example: Mail, Email,
Telemarketing, SMS,
Website, Search Ads,
Social/Display Ads
If you’re lucky, more!
70 unique strategies!
It’s simple math
10 segments 7 channels
...not to mention how calendar-based campaigns interact with your behaviorally targeted journeys
X =
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So what do we do instead?
Strategize by CHANNEL
RUN campaigns that are relevant &
compelling for lots of people
OPTIMIZE tactics for the list as a whole
GROW the list any way we can
MEASURE performance by immediate KPIs
TAILOR offers for gift level, mostly
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THERE IS A BETTER WAY!
Step 1: Identify and understand your priority audiences
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IDENTIFY MEASURE
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EXPAND
3
AUTOMATE
4
OPTIMIZE
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Identify Your Priority Audiences ( just a sample!)
PROSPECTSMULTI-YEAR
CURRENT DONORS
LAPSED DONORSCURRENT
SUSTAINERSMID-LEVEL DONORS
NEW DONORS
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Map their experience
How do they interact with the program (tickets, advocacy,
membership, store, etc)
What have we learned about testing creative or
strategies for this audience?
How many are reachable in different channels?
How are campaigns personalized for this audience?
Which campaign communications do they receive (all channels)?
What automated messages do they receive?
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Understand what they respond to
Multi-year donors First-year donors
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● Love our program. It’s built for them!
● Renewal series has 13x the response
rate as campaign appeals
● Respond most (proportionally) to EOY
and tentpole institutional campaigns
● Basically the opposite.
● Renewal Series approx equal to
campaign appeals
● Respond more to issue-based
messages than institutional (even EOY)
What one of our clients found...
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Don’t ignore new-to-you emails!
SourceTotal New Joins
(2019)Total Joins With
No OpensPercent Non-Opener
Organic 4,363 3,911 90%
Lead Gen 4,581 3,117 68%
Care2 28,585 17,538 61%
Joint Action 8,577 5,048 59%
Store 410 229 56%
Other 141 75 53%
Daily Kos 1,877 278 15%
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Up to 75% of your donors might be unreachable by email.
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Don’t ignore people you can’t email!
Step 2: Measure performance… the right way
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IDENTIFY MEASURE
2
EXPAND
3
AUTOMATE
4
OPTIMIZE
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Initial Cost Per Acquisition Data
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24 Month Return on Investment Performance
Despite low cost, long-term payoff just wasn’t there
The highest performing source was a bit more expensive initially
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Measure THIS not THAT
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RESPONSE RATE
RETURN ON AD SPEND
COST PER ACQUISITION
COST PER DONOR
LIFETIME VALUE
RETENTION RATES
PROSPECT CONVERSION RATES
Measure performance of a specific channel or effort
Measure value of a donor or supporter (Total experience)
RETURN ON INVESTMENT
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Step 3: Expand into new channels
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IDENTIFY MEASURE
2
EXPAND
3
AUTOMATE
4
OPTIMIZE
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WEBSITE SOCIAL
VIDEO MOBILE AUDIO
ADVERTISING
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You need to move beyond email...
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Pitching media right now: Feel Good Online Programming
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SMS is paying off for early adopters
● Control campaign messages to a
10-email campaign.
● They saw a 97% increase in donors
responding to the campaign
● This same client raised over $300k
from text messages in December 2019!
● (No it wasn’t Elizabeth Warren or her
dog, Bailey)
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Clickthrough rate for fundraising messages
0.44% 13%For email On SMS
Source: 2019 M+R Benchmarks Study @MRcampaigns
Step 4: Optimize strategy and creative for different audiences
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IDENTIFY MEASURE
2
EXPAND
3
AUTOMATE
4
OPTIMIZE
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Premium increased
conversion rate 54%
(statistically significant)
No significant impact on
average gift
Test: Premium vs No premium
PROSPECTS
Premium increased
average gift by 36%
(statistically significant)
No significant impact on
conversion rate
LOW-DOLLAR DONORS (HPG <$100)
No significant impact
(positive or negative) on
conversion rate or average
gift
HIGHER VALUE DONORS
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Acquisition audience vs Retargeting audience
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Paid Search
Paid search landing page
36% increase in conversions!
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WWW.MRSS.COM/TOOLS
Check for Statistical Significance!
Even relatively big swings in test results
could be due to random error, especially if
the audience you are testing with is small.
Test to make sure your results are
“statistically significant” using one of our
calculators.
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Step 5: Automate to deliver timely, tailored messages
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IDENTIFY MEASURE
2
EXPAND
3
AUTOMATE
4
OPTIMIZE
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Renewal Triggers
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SUPPRESS DONORS UNDER RENEWAL FROM CAMPAIGN APPEALS BECAUSE RENEWALS
ARE MORE COMPELLING....but does it work?
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Common refrain:
Test Results
Receiving campaign appeals in addition to renewalnotices drove 13% increase in proportion of donors that
renew.
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Triggered monthly ask to recent one-time donors
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● Most responsive recent donor audience gave 0-15 days ago!
● The further the last gift was, the less responsive they were to the sustainer invite
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Triggered donation ask for action takers
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Triggered donation ask for action takers
You took action—now TRIPLE your gift
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BONUS: Think you know your audiences? Think again.
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Finding Hidden Markets
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Cluster analysis is the process of
grouping objects in such a way that
objects in one cluster are more similar
to each other than to those in other
clusters.
Opportunity!
Your “average donor”
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Cluster 1 characteristics
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● 100% African American
● High percentage and highly indexing
for Evangelical Protestant
● Small percentage, but also highly
indexing for Muslim
● Highly indexing for age 25-34 and HHI
$75k-$99k
● Less likely to be married, Catholic, or a
homeowner
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Cluster 4 “Parents” Top Creative
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Measuring Email Performance for Clusters
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GO FORTH AND DO SUPPORTER FIRST
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IDENTIFY MEASURE
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EXPAND
3
OPTIMIZE
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AUTOMATE
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and understand your priority audiences
performance with donor-focused
KPIs (not channel focused)
into new channels strategy and creative for
specific audiences
to deliver timely, tailored messages
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QUESTIONS?
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