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Targeting works: Pathways of engagement for fundraising (and advocacy). Marc Ruben, M+R Strategic Services Paul Phillips, PETA Foundation Kristin Koch, NARAL Pro-Choice America. Top barriers to targeting. The Hidden Costs of Email. Recruiting List maintenance Evaluating success

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Targeting works pathways of engagement for fundraising and advocacy l.jpg
Targeting works: Pathways of engagement for fundraising (and advocacy)

  • Marc Ruben, M+R Strategic Services

  • Paul Phillips, PETA Foundation

  • Kristin Koch, NARAL Pro-Choice America



The hidden costs of email l.jpg
The Hidden Costs of Email

Recruiting

List maintenance

Evaluating success

Paying for your database


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Segmentation at work:Two case studies

Presented by:

Marc Ruben

M+R Strategic Services



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Read emails.

Not too many.

Call my

Senator.

Tweet.

Take action

once a year.

What can you

do for us?



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Volunteer Leader – Hosted 2+ events in 2 yrs.

Core Activist – 6+ online

actions or 2+ offline in 1 yr.

Basic Activist – 1-5 online

or 1 offline in 1 yr.

Inactive– No action

online or offline in 1 yr.


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Plus: Volunteer invites, trainings,

impact report

Plus: Unlimited extra

actions!

Plus: Monthly action,

followup messages

Start with: eNews,

quarterly action,

quarterly fundraising


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Moving activists up the pyramid

Inactives: only the BEST content.

Foot in the door? Ask for more.

Core activists: high threshold for overexposure.


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7% of the activists. 1/3 of the actions.

Source: eNonprofit Benchmarks Study, 2009


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Break it down

  • Past Behavior

  • Interests

  • Geography

  • Recency

    • Recent donors

    • Recent activists

    • Recent joins


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2007: One-size fits all

Die-hard activist

Fair-weather fan



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Constituent Profiles

Core Activist

Volunteer

Donor Activist

Donor

Inactive

Activist


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2008: List Management Strategy

Are you sitting down?


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But it works!

Industry

Advocacy response rates, 2006-2008 Benchmarks Studies


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It works wonders on donors, too!

  • Accurately forecast income!

  • Talk specifically to Prospects

    • Do they like to “donate” or “join”?

  • Talk specifically to recent donors

    • Thanks! Now we need you to…

  • Talk specifically to Lapsed

    • Channel your grandma


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$7,792

Lapsed member test

$1,150


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I’ll give over

the phone

Online

only!

Holiday

guide?

I get my letter,

I write my check

The next level:

Integrate with offline


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Questions?

Marc Ruben

M+R Strategic Services

[email protected]


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Targeting for Conversion:

Segmenting your populations to cultivate and create new donors.

Paul Phillips

Online Fundraising Manager

PETA Foundation


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Targeting for Conversion

About PETA.

PETA is the world’s largest animal rights organization with more than 2 million members and supporters worldwide that we reach through our main site, five blogs, seven e-newsletters and a variety of social media channels.


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Targeting for Conversion

Before: The Bad Old Days Before the Dawn of Thoughtful Segmentation

  • In our case, that was largely before we began consistently using e-mail marketing for fundraising purposes. What this means from our experience:

  • Minimal acknowledgement of newly acquired constituents:

    • Some saw a welcome e-mail, but most received no unique messaging as a new member of the community.

  • Little segmentation by interest, recency, or even population type:

    • While typical donor segmentation like highest previous contribution or origin source may have been applied, non-donor populations saw little difference in their segmentation.

  • One-size fits all messaging:

    • All populations, get all messages, all the time.

  • Over-messaging: 

    • Little distinction between segments of the non-donor e-mail file meant it was possible for some populations to be messaged as many as five times in a single day in some circumstances.


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Targeting for Conversion

After: Moving Slowly Toward a Better Constituent E-Mail Experience

  • While there’s still a great deal of work to be done, we’re already starting to move toward our goals thanks to a better crafted segmentation plan:

  • Unique messaging tracks for newly acquired names:

    • Improving the experience of the recently registered during those crucial first weeks in our community and making them more open to a fundraising message.

  • Become better able to measure the value constituent sources:

    • Making it much easier to control the number of e-mails received by different constituent groups.

  • Distinct donor and prospect messaging:

    • Non-donor constituents receive more targeted language encouraging an initial gift.

  • Easier to identify and reengage the inactive … : 

    • and promote and acknowledge the more engaged.

So how do we meet these goals?


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Targeting for Conversion

Goal 1. Unique messaging tracks for newly acquired names

  • Now that they’re in the front door, what do we want them to know?

  • Newly acquired e-mail constituents are segmented out of most e-mail messaging during their first three weeks in our system. We want them to become more aware of the organization’s mission and cultivate them into becoming more responsive to all messaging, including fundraising. This done by:

    • Encouraging e-news subscriptions for those who don’t join through that channel (in order to get them into channels receiving more communication about the organization as a whole).

    • Helping them become aware of the wealth of online materials available to them through PETA (recipe databases, cruelty-free shopping lists, downloadable videos, social network presence, etc.)

    • Making a strong case for the organization and its mission in all initial conversations.


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Targeting for Conversion

Goal 1. Unique messaging tracks for newly acquired names

Improving the experience of the newly registered by segmenting to ensure they receive only messaging that acknowledges their joining our community and emphasizes PETA as an institution is already seeing results.

E-mails sent within first week of joining our online community often contain multiple citations of available online resources, many with additional data collection points.

  • 2006 new e-news subscriber upon receiving their first appeal message without a welcome series:

    • Avg. open rate: 14.3%

    • Avg. click-through: 1.78%Unsubscribe: 0.23%

  • 2008 new e-news subscriber when receiving their first appeal message as part welcome series:

    • Avg. open rate: 20.22%

    • Avg. click-through: 5.13%Unsubscribe: 0.16%


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Targeting for Conversion

Goal 2: Become better able to measure the value of constituent sources

With thousands of new constituents filtering into our system from a variety of opt-in sources each week, we’ve got a lot of prioritization to do. In PETA’s case, we start by using a constituent’s point of origin as the universal segment definition.

E-News Subscribers

Advocacy Responders

Activist Names

Catalog Buyers

Contest Entrants

Information Pack Requests

Advertising-generated Leads

Care2 and Other External Sources


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Targeting for Conversion

Goal 2: Become better able to measure the value of constituent sources

  • Now that we’ve got our sourcing sorted out, it’s come time ask the top-level questions …

  • What groups are the most invested in the organization?

  • Which groups appear to have the greatest crossover with the existing donor file?

  • Which groups have been the most responsive to our requests in the past?

Activist

E-News Subscriber

Contest Entrant

CatalogBuyer

And once those are answered by doing some research on our file, it’s time to get our business rules in place and define our engagement/segmentation priorities …


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Targeting for Conversion

Goal 2: Become better able to measure the value of constituent sources

In our case, that resulting pyramid may often look something like this:

And this pyramid is further qualified by segmentation that took into account those whoexist in multiple buckets and the time that each population has spent on file.


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Targeting for Conversion

Goal 3. Distinct donor and prospect messaging:

  • While donors were acknowledged, prospects frequently did not receive either unique e-mails after a welcome series or a limited number of better-tuned appeals during a series.

  • To rectify this, we did the following. :

    • Made a better effort to segment and exclude populations that weren’t necessarily as open to fundraising messages. In our case, this was largely names from our youth site PETA2 and the “free stuff/contest” populations that opted-in through our forms.

    • Revised our house appeal e-mail copy so that non-donor constituents both received additional background/cultivation content on the organization and we’re directed to giving pages that linked to additional background information about the organization.

    • Segmented to acknowledge online actions taken within copy when possible to help make e-mail content seems more tuned to the constituent.


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Targeting for Conversion

Goal 3. Distinct donor and prospect messaging:

So how does this work in practice? Most directly, this is represented by segmentation of non-donor populations within house appeal fundraising messages.

Turkey Investigation Announcement E-Mail:

  • Receive E-Mail With Ask:

    • Recent E-News Subscribers

    • Advocacy Responders

  • Receive E-Mail Without Ask:

    • Activist NamesOlder E-News Subscribers

  • Don’t Receive E-Mail:

    • Catalog BuyersContest Entrants

    • Information Pack Requests


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Targeting for Conversion

Goal 3. Distinct donor and prospect messaging:

It also allows us to do better head-to-head testing of fundraising strategies for conversion in appeals series.

  • Factory farming appeal without match received by other advocacy populations simultaneously.

    • 18.4% open rate.0.31% unsubscribe rate.0.35% response for piece.

  • Factory farming appeal with match received by some advocacy populations.

    • 22.9% open rate.0.45% unsubscribe rate.0.81% response for piece.


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Targeting for Conversion

Goal 4. Easier to identify and reengage the inactive and promote and acknowledge the more engaged:

  • This is probably the most “work-in-progress” of these goals.

    • For the inactive we’ve just begun sending reengagement e-mail communications to those with poor open and click-through rates who have not taken any additional actions online (such as responding to an advocacy alert).

Those who fall into this category have begun to receive a “we miss you” e-mail that contains links to many of the PETA-unique online resources that are also in some of our newly acquired messaging after six months of inactivity.It’s still too early for concrete results, but initial reactivation and donor conversion numbers look promising. Future tests to this group include a survey piece and combining the “we miss you” e-mail with a regional online advocacy action.


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Targeting for Conversion

Goal 4. Easier to identify and reengage the inactive and promote and acknowledge the more engaged:

  • For the more engaged we’ve begun to send communications that are directed only to those who have taken the action step requested in a previous e-mail message.

  • These small “thank you” messages are in addition to any received immediately after taking the requested action and may include a special coupon for a vendor through our online mall or a brief, but personal message from a worker on the campaign the recipient has supported.This is probably the least quantified of our goal results regarding eventual gifts, but response to the e-mail on the right following our 2008 seals campaign was great.

    • 87,000 non-donors received the e-mail

    • 35.6% open rate among the group7.6% click-through on the coupon77% are still active in the community a year later58% have already responded to this year’s seals efforts.


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Targeting for Conversion

What’s missing from this picture?

  • While we’ve accomplished a lot, we have many more goals to define as we move into more complex data and fundraising systems for the organization. There is much, much more analysis to be done over the coming year.

    • Which prospects will make the best sustainers?

    • Which of our campaign topics generate the most new constituents?

    • Which of our campaign topics generate the most loyal donors?

    • How much messaging is too much for each constituent population source

    • Where does social network activity fit in?


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Questions? Comments?

Paul Phillips

Online Fundraising Manager

PETA Foundation

[email protected]


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Making Segmentation Work for State and Local Groups

Presented by:

Kristin Koch

NARAL Pro-Choice America


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NARAL Pro-Choice America

  • Elect pro-choice candidates

  • Lobbying Congress

  • Issues include protecting the full range of reproductive choices, including preventing unintended pregnancy, bearing healthy children, and choosing legal abortion.


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One list

23 state affiliates and a national organization

63 nationwide alerts in 2008

1,063 state-based alerts in 2008

TX

OH

NY

MO

MT

NARAL Pro-Choice America

NH

VA

AZ

WY


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NARAL Pro-Choice Ohio and Recruiting Postcard Captains


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Postcard captain email recruitment

Three alerts to a universe of about 4,000:

  • June: people who had 5+ actions

  • July: same audience and new petition-signers

  • August: 3+ actions


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Results

  • 74 postcard captains recruited online – nearly 2% response!

  • Online recruits made up 90% of postcard captains

  • Minimized unsubscribes to 12

  • Identified key activists in new regions for future campaigns



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The Schedule: 2008

  • 1/14 - volunteer kickoff

    Boston-area, 8+ action takers

  • 3/10 – buy tickets

    Boston-area, not limited by action history

  • 3/28 – buy tickets before price goes up

    Boston-area and opened 3/10 message

  • 4/14 – last chance to buy

    Opened 3/10 or 3/28; or 5+ action takers

  • 4/21 – buy tickets

    People who attended previous year but hadn’t bought tickets yet

  • 5/23 – thanks for attending

    List of people who bought tickets and are on email list


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Results

  • 75% gifts/50% of revenue were made online

  • Prevented list burn out – 29 unsubscribes

  • Further established relationship and added value by talking directly with activist


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Meet Michelle

  • Joined in 2002 through membership

  • Took action once in 2004 on a judicial nominee – not opened an email since

  • Voted in past elections


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Meet Michelle’s email history between April – May 2008

  • 3 alerts - local run to raise money

  • 3 alerts - attend fundraising events

  • 2 alerts - intern/volunteer/apply for full-time employment

  • 3 alerts - local election caucus or convention


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Core Action Takers

Activists

Inactives

List Management

Unlimited Messages

Main message stream, plus follow-ups

Testing treatment

MessageStream


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So far, so good…

Four months into new strategy:

  • Core and General Activists increased by 2.5%

  • Inactives decreased by 4%


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Questions?

Kristin Koch

NARAL Pro-Choice America

[email protected]


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