PowerPoint Presentation
Digital Acquisition for Regular GivingHow it compares with F2F
and tips for optimizationPresented by Cath HobanNational Director
of FundraisingThe Wilderness Society
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The Wilderness Society (TWS)Background
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TWS advocacySnaps shot of websitePlace in
marketCampaignsNumbers: RGs Revenue, Email list , FB audienceThe
types of fundraising we do and why\Formed in 1976 in
TasmaniaEnvironmental advocacy CharityWe are a federation of 8
entities including the National Organisation and 7 state campaign
centresAround 3rd largest Environmental ENGO in AustraliaF2F early
adopters commencing in the early 90sNo silver bullet or
panaceaThreats to F2F industry3
Early Adopters of F2F
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Snapshot Charity Market ContextRef: JB Were 2015 Cause Report
and 2015 Pareto Benchmarking10 new charities registered in
Australia every dayAverage 1 Yr value of regular givers and cash
donors decreasedCost to income ratio increasing year on yearChurn
of yr1 recruited RGs increasing year on year since 2009Upgrade
success declining dramatically from 40% of F2F recruited RGs in
2009 to 12% in 2015F2F is still the key driver of RG growthWomen
are driving online donations
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Regular Giving Program - TWSWe have an annual operating revenue
of around $12m (excl bequests)Regular Giving comprises 90% of our
revenueWe acquire around 7,000- 8,000 regular givers a year (net
4,500)Average monthly gift between $19 & $31 ($26 for F2F)
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Online RG Diversification Strategy
#sharethepassionDigital Strategic IntentRisk mitigation and
program diversificationMaximize opportunities presented by growth
in onlineReduce CPABeat F2F ROI over 5 yearsPull marketing versus
push market of F2F (reduced churn)Build list for cash gifts and
advocacy
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Prior to introduction of digital program, in-house F2F delivered
over 90% of all new regular givers
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Initial Program launched Oct 2014One campaign based on Great
Forest National ParkCreative content developmentPurchased digital
leads (email & email and phone) from petition and variety of
other suppliers such as 3rd party co-registration Onboarding via a
series of emails 2 step with online engagement and telemarketing
conversion
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EDM
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OnboardingGeneral email onboarding journey was created using a
series of engagement pieces including:
Hook engaging online content: story books, videos, animations
etcPetitionsSurveys and pollsSharable content asksCash donation
asksRegular giving ask
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Onboarding Process Map GAB
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GAB
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Onbarding Examples EDM 1
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Onboarding ContAutomated email journeysPhone capture mechanisms
on all landing pagesSecond asks on thank you emails:
Donation/Petition and Petition/DonationEscalation and
prioritization to telemarketing for more engaged leads
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Optimization WorkWe started off with 1 campaign in late 2014
based on our Great Forest National Park in Victoria & featured
the fairy possum
We now run 3 creative content campaigns across following
channelsDigital email & phone (high quality)Digital email only
(lower quality)Recycled leadsOrganic leadsWebsite remarketing
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Recycle Leads Program
Second attempt engagement and conversion strategy for all
unpenetrated telemarketing file (either not called or MAX attempts)
are run through alternative campaign
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Organic Leads Program
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Generic Program - Organic LeadsInsert imbedded content for Koala
& Whale??
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Campaign Integration leads - New
Offline leads collected from community engagement are now being
funneled through onboarding and conversion campaigns
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Results
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Results Payment success rate
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RG Composition by Channel
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Results Churn 12 months
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Results Churn 24 months
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Results - ROI
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ROI on $25 Average Gift
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Recycled Digital leads Program
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Added Value of Digital Acq ProgramEmail list growthIn the last
year we acquired 96,790 new email subscribers to our email
listsAdvocacy valueSince February 2015, petition forms have
generated:108,448 signatures for our advocacy programs of which
40,445 (37.29%) were new supporters. 457 new volunteers
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Change to RG profile
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Age of RG File
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MD and bequest prospects45
Added Website traffic
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Additional cash donations to e-appeals
In 2015 we generated and additional $77,011 in e-appeal cash
donations from 1499 new cash donors from digital lead program
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Key Learnings and Next Steps
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Top Ten TipsBe patient and be prepared to failAllocate testing
budget and dont jump to fastPetition leads are bestWatch creative
expenditure and impact on CPAOnboard new supportersReinforce
petition signing at all pointsNot all data or suppliers are
equalMake sure your landing pages are optimized for mobileIf you
cant track, it dont do itTest test test (everything)
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Your own petitions leads are free (or cheaper) than paid
leadsUse an on-boarding journey to introduce your new supporters to
your organisationFor on-boarding strategy: Remind supporters who
havent signed a petitions yet to sign it (contact collection)Keep
your different sources separate as they all perform differently
(help with reporting & optimization)Test send times, subject
lines, new suppliersyou send times to find which works best for
your audienceDLG Recycle Dont let old leads go to waste. Target and
prioritise based on activity (petition signatures, donations,
etc)Not all sources are equal. Drop them if they dont perform and
move the budget elsewhereDefine your metrics (as other
organisations or web sites may calculate them differently. E.g.
Click Rate = Clicks / Opens; Some sites have Click Rate = Clicks /
Sends)Monitor and review your metrics to make sure they dont drop
off below expectations.Landing pages ?Keep sources of data
separate
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Where to NextAverage gift optimization to minimum $25 monthly
gift across all digital channelsWelcome process for online acquired
RGs to reduce churn even furtherSupporter journey mappingOptimizing
for better online RG conversion (less telemarketing)Focus on social
media conversion & website remarketing
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Thank you. Questions?
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