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Lead Generation & Donor Acquisition
What you can learn from Change.org who have grown their user base
to 45 million people
SPEAKERS Nick Allardice
Managing Director, Asia Pacific, Change.org
Anna Robinson
Director of Business Development, Australia, Change.org
Proudly Sponsored by
There are 2.5 billion people
using the internet, and 1.2
billion of them use Facebook.
Finding loads of passionate
supporters and donors from
that lot should be easy
…Right?
First, who exactly are we?
Nick Allardice Managing Director, Asia
Pacific
Change.org
@NickAllardice
And why have we got something to
say?
Anna
Robinson Director of Business
Development, Australia
Change.org
• Good at sounding like he knows what he’s talking
about, even when he doesn’t.
• Co-founded and directed Live Below the Line (has
since had 20,000 people from 100 countries raise
$10 million from 270,000 donors)
• Started Change.org Australia back when we only
had 5,000 users here!
• Overseen startup of 5 other Change.org offices,
growing each to between 250,000 and 1.3 million in
18 months.
• 10 years senior management experience in the NFP
and private sector
• Headed up policy & program development for the
Salvation Army’s employment division for 3 yrs
• Established A4e’s (major global service provider)
Biz Dev function in Australia and achieved 28%
revenue growth in 12 months (3 times target)
• Set up the first social finance tests for youth and
family services in the UK
We mostly haven’t got this right…
Mission = empower people everywhere to create
the change they want to see.
• Petitions! So many petitions.
• Aggregate support and find new and existing community of
support.
• Resources. Tools. Technology. Best practices.
• Empowerment marketing through incubation and storytelling.
• Sponsored campaigns and advertising to connect users with orgs
working on aligned issues.
You might remember us from…
+ = +
+ = +
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It seems to have worked! Though we’re still making it out as we go along and get it right 2 times out of 10.
• 1.8 million users in Australia
• More than 60 million users world-wide
• 488,000 petition signatures per month in Australia
• One third of Change.org users in Australia involved in a
victory
• 30,000 orgs using Change.org world wide and 1,800 in Aus.
• 70 million actions taken on behalf of organisations
Change.org Australian Users
Change.org Global Users
Australian users of major web
platforms
Source: Top Social Media Sites January 2013, Adcorp & Change.org user data February 2013
Platform # Australian Users % Australian Population
Facebook 11,784,460 51%
Youtube 10,790,715 47%
LinkedIn 3,924,921 17%
Tumblr 2,992,048 12%
Twitter 2,925,383 12%
Wordpress 2,735,586 11%
Change.org 1,800,000 8%
Pinterest 1,409,197 6%
Flickr 1,202,510 5%
Instagram 915,476 4%
Myspace 615,534 2%
TripAdvisor 601,957 2%
What lessons have we learnt about finding,
engaging and connecting with people online –
and how does that translate to specific and
actionable fundraising ideas?
This session:
Finding people
Personal stories cut through
Model behaviour to create double virality
Great messaging drives action: DR DIRT
Distinctive
Role
Dramatic
Inspiring
Relevant
Timely
Engagement
Empowering users & “Double Virality”
Two step: more data!
4. Conversion tactics: two step
5. Test EVERYTHING
Test EVERYTHING.
+179% in contributions
Effects of removing donate button:
No significant change in contributions
Lower unsubscribe rate (-14%)
Higher action rate (+22%)
Effect of embedding event details:
Much higher RSVP rate (+100%)
Telemarketing
Case study: Environmental
Org
Source: 2013 Yellow Social Media Report
Effective Engagement of Phone Leads: Environmental Org
Case Study
Total Leads Delivered (conversion ongoing) 4,388
Penetration (expect this to increase to 60%+) 53%
Conversion to regular giver 13%
Average regular gift $21
Effective Engagement of Phone Leads: Environmental Org
Case Study
Email Conversion: Emails sent 4388
Open rate 41%
Unique click-through rate 31.3%
Total Petition signatures 1269
Conversion to regular giver off second ask 3.3%
Total new regular givers 41
Average regular gift $8.50
What is working for you?
Source: 2013 Yellow Social Media Report
Questions?
Source: 2013 Yellow Social Media Report
