*Watch or download the full webinar (with audio and slides) at: http://bit.ly/c2recipe "So you've acquired them. Now what?!" Converting new subscribers to donors of course depends on the RIGHT communication strategy; but maximizing the return on your online constituency growth investment depends on the RIGHT data and the RIGHT interpretation. Do you have a plan? Do you know what to look for? ...and what it all means? Join Janna Chan of the Center for Reproductive Rights (formerly of Lambda Legal and M+R Strategic Services) and two Grams (Jaime Grams of Integral and Dane Grams of Care2, formerly of GLSEN and HRC) for our latest Expert Webinar: "A Recipe for $uccess: Tracking & Converting to Maximize Returns" on Tuesday 5/22 at 2PM ET Learn from this real-life example how to manage and track new online subscribers and how it can help guide you on your communications and fundraising, as well as pinpoint the real value of your nonprofit's supporters. In this webinar you will learn: Why it is important to recruit new supporters How to keep online subscribers engaged, involved and converting to donors What are the right metrics for measuring success, short term and long term How to compare your online investment to other direct response and marketing channels

1. A RECIPE FOR
Tracking & Converting Supporters
for Maximum Results
Presented by:
Janna Chan, Center for Reproductive Rights
Jaime Grams, Integral
Dane Grams, Care2
From the kitchen of:

2. about
Citizens use Care2 for:
Starting or signing petitions
Nonprofits use Care2 for:
Volunteering
Donating $ Recruiting Donors & Supporters
Spreading news
Traffic/Branding/Awareness
Commenting on blogs
Starting group (organizing) Advocacy
Joining nonprofits Building Facebook fan base

3. SETTING THE STAGE

4. The Cold, Hard Facts
Overall revenue from nonprofits declined again in 2011. The median drop
was 2.1 percent.
Overall the number of donors for ALL nonprofits has declined over the last
six years by 5.3 percent. Why? The number of new donors being acquired
is shrinking. The overall number of New Donors acquired per year has
declined 14.6 percent over the last six years.
Donors are becoming more generous. BUT the Increase in Revenue Per
Donor is still not compensating for the Declining Quantity of Donors.
Across channels, 81 percent of all gifts last year came in via Direct Mail, vs.
6.4 percent coming Online, and 3 percent coming via Telemarketing.
2011 Target Analytics donorCentrics Index of National Fundraising Performance

5. A Bright Spot
Online giving is growing rapidly. The number of online
gifts is growing 22 percent per year, and the dollar value
of these gifts is growing 20 percent per year.
Online gifts are also much bigger than donations made
via Direct Mail or Telemarketing. The average online gift
was $63, compared to $38 for Direct Mail and $39 for
Telemarketing.
2011 Target Analytics donorCentrics Index of National Fundraising Performance

6. 2011 Target Analytics donorCentrics Index of National Fundraising Performance

7. SIZE MATTERS

8. A Large E-Mail List…
is one of the key ingredients to grassroots strength
and campaign victories;
means greater success in online engagement
including increased web traffic, brand buzz,
organic recruitment, advocacy and fundraising;
provides instant feedback;
matters to corporate sponsors;
helps with media attention;
and is one of an organization‟s greatest financial
assets.

9. 2011 Convio Online Marketing Nonprofit Benchmark Index™ Study

10. Building the List
Email Append
Home Page Capture
Involvement Campaign—pledge, petition, quiz, survey
Take advantage of a hot topic
Tell-a-friend
Social Media Presence
Banner Ads
Co-registration
Cost per lead partnership
Keyword Search/Google
Offline techniques

11. “SO YOU’VE ACQUIRED THEM;
NOW WHAT?”

12. COOKING OR CHAOS?

13. Communication
Best Practices
Immediate Welcome Notice (within 24 hours) with low level
engagement.
Followed by two additional communications over the next two
weeks (include a fundraising ask).
Monthly emails including:
1 Education
1 Engagement
1 Newsletter
1 Fundraising
Seize any opportunity to communicate breaking news, or
crisis, etc.
Track/source all communications
Include online subscribers in your offline mail and phone
programs.

14. THE CENTER FOR
REPRODUCTIVE RIGHTS STORY

15. “We envision a world where every woman is free to
decide whether and when to have children, have
access to the best reproductive healthcare
available, and can exercise her choices without
coercion or discrimination. Plain and simple: We
envision a world where every woman participates
with full dignity as an equal member of society.”

16. The Center: Facts & Figures
The Center was founded in June 1992.
Our Founders wanted an organization with a global vision.
The Center‟s mission: to use the law to advance reproductive freedom as a
fundamental human right that all governments are legally obligated to
protect, respect, and fulfill.
The Center is based in New York City, but has offices in Washington D.C.,
Kenya, Colombia and Nepal.
Docket load: 47 cases worldwide.
Recent Successes: Oklahoma & Honduras
In 2011, the Center raised $15,495,229 in financial support, 56% came from
foundations and 39% from individuals donors.

17. The Center:
A Case Study
In May 2009, the Center had a list of ~5,000 badly abused and
neglected email subscribers.
No formal online program.
The Center wasn‟t using a Customer Relationship Management
(CRM) tool.
Instead, emails were sent through an online mail vendor that only
sent email. There was no way to:
Engage in online advocacy and grassroots lobbying
Fundraise
Share campaigns or engage supporters on social media
Track information and evaluate statistics

18. The Center:
A Case Study
In August 2009, the Center started using Salsa as our CRM.
In November 2009, we launched our first paid recruitment campaign
with a small budget.
Today, the Center has 85,000 supporters on its list.

19. The Right Tools & The Right
Strategy = Significant Growth

20. The Center’s
FDA Campaign
In 1999, the U.S. Food and Drug Administration (FDA) approves
Plan B—but with many unnecessary restrictions.
In 2001, the Center begins its legal case against the FDA.
In March 2010, the Center launches its first online advocacy
campaign targeting the FDA.
Online Tactics:
Action alert emails
In-house Video
Simultaneous Care2 Campaign
Blog outreach
Strong website presence with multiple opportunities to share content

21. It broke!?!
At least
there‟s the
morning after
Yeah, but the
pill.
way they make
you get it is SO
embarrassing…

22. Care2 Campaign

23. FDA Campaign
Results
House File: 2,863 actions = 20% response rate
Video Views (YouTube and Vimeo): 14,696
Care2 Campaign: 2,127
Care2 featured the FDA campaign on its homepage and wrote a
blog about the campaign which quickly led to over 10,000 actions
taken and 2,000 comments.
Organic List Growth (homepage): 794
Featured in over 50 blogs
Missed Opportunity: the Center was not conducting online
fundraising yet.

24. FDA Campaign
Update
In November 2010, the Center filed a motion for contempt against
the FDA .
On December 7, 2011, the FDA was slated to finally end restrictions
on EC, but…
The Center is now back in court.
The Center partnered again with Care2 in February 2012:
Care2 Email Acquisition: 3,030
Care2 Daily Action: Generated over 2,300 actions and 1,100 new email
registrations

25. The Center’s Ongoing
Communications Strategies
More (and better) advocacy campaigns:
No fluff!
Still the number one driver for organic list growth
Keeps existing supporters engaged
Provides clear path for social networks to reach your
email list

26. Communications Strategies
Diversity of engagements:
Video Submissions: Not My Tax Dollars
Antis in Congress intent on
separating all tax dollars from
anything remotely touching
abortion
January 2010: List size only
~15k, roughly 1k on Twitter,
Facebook
Received two dozen videos,
many from prominent bloggers
More than 6,000 views.
Exposure to new audiences,
especially on important blog
networks

27. Communications Strategies
New Yorker Style Cartoon Caption Contest
To support our case against Texas‟s mandatory ultrasound law,
asked folks to submit a caption for our cartoon
More than 4,000 submissions
Allowed supporters to vote for their favorite caption
Winning caption featured on the Center‟s website, eNews, email
and social networks

28. Communications Strategies
Twitter Targeting
Defeated an anti-
choice law in
Oklahoma
Asked supporters to
tweet at OK Governor:

29. What We’ve Learned
charity: water likes to say: Make Mistakes Quickly
Don‟t be afraid to introduce new campaign ideas
Identify audiences
Manage expectations

30. How We Evaluate Success
Return On Investment (ROI)
List Engagement
High retention rates; low unsubscribes
Convincing management to let you try something new!

31. INTERPRETING DATA &
MEASURING SUCCESS

32. About Integral
Founded July, 2001, Integral‟s primary
focus is to help organizations leverage
their data to make better decision for
sustained growth.
Combining deep analysis and our
experience with market leaders, we turn
data into insight.

33. Objectives
Integrate the online and offline databases to
understand pre- and post- „registration‟ donor
performance.
Conversion: How many subscribers with no prior
giving eventually donated to the Center?
LTV: In addition to their crucial advocacy
participation, how much have our outside leads
donated?
Based on historical performance, do opportunities
exist to scale growth activities through this
medium? What is the anticipated ROI?

34. Data Notes
Data Sources: Data was provided from
Offline: The Raiser‟s Edge both the online and offline
Online: Salsa databases and integrated
within Integral‟s data
warehouse.
The process allowed us to:
Separate out anyone
with a donation prior to
their online sign-up
Determine total value
per donor (including
online and offline giving).

35. List Growth
The Center was able to impact file size through outside investments.

36. Donor Conversion
For purposes of this webinar, registrants have been divided into 2 categories: Care 2 and Balance.
Data % of
Source Registrants Total
Care2 28,004 34.79%
Balance 52,491 65.21%
Balance Care2
For an overall conversion rate JoinMonth Registrants Conversion Registrants Conversion
comparison, prior donors and 2009 - 11 996 1.29% 3,098 0.93%
months with statistically
insignificant Care2 counts 2010 - 01 480 0.87% 3,053 1.12%
have been omitted. 2010 - 04 148 2.72% 1,671 0.77%
2010 - 06 43 1.12% 1,319 0.35%
Generally speaking, 2010 - 07 32 1.39% 738 1.30%
conversion rates have varied 2010 - 09 4,847 1.18% 474 1.49%
by sign-up month but the 2010 - 10 4,748 1.40% 4,280 0.65%
Care2 names have converted
at lower while fairly 2011 - 07 2,651 1.30% 727 1.29%
comparable rates when you 2011 - 11 5,668 0.45% 5,729 0.46%
look at the months with similar 2011 - 12 2,573 0.57% 3,425 0.30%
volumes. 2012 - 02 2,595 0.25% 3,315 0.23%

37. Historical Registrant Value 24
For purposes of this discussion, registrants have been divided into 2 categories:
Care2 and Non-Care2
24 mos on file
JoinSourceCodeId Registrants w/ 24 Mos $/Reg Mos24
Non-Care2 7,388 $0.98
Care2 6,188 $0.96
Grand Total 13,576 $0.97
Based on registrants with no prior gift on file that
joined the Center‟s list 24+ months ago, the Center
received nearly $1 from each registrant over the
first 24 months.

38. Donor Value 24
For purposes of this discussion, donors have been divided into 2 categories:
Care2 and Non-Care2
$60.00
$55.00
$50.00 $52.45
$45.00
$40.00
$35.00 $39.03 $40.98
$30.00
$25.00 $28.45
$20.00
$15.00
$10.00
$5.00
$0.00
Initial VPD VPD VPD VPD VPD VPD VPD VPD VPD VPD
VPD Mos2 Mos3 Mos4 Mos5 Mos7 Mos8 Mos9 Mos10 Mos11 Mos12
Care2 Non-Care2
Converted Care2 donors have a join amount around $10 less than the Non-
Care2 donors…BUT they contribute at nearly the same rate over the
first 12 months on file. The delta in both cases is approximately $10.

39. Registrant and Donor Value
Conclusions
Based on a review of historical value data, it seems that
Care2 leads and converted donors perform similarly over the
first 12 and 24 months:
The cumulative donor value curve, which accounts for
subsequent retention and gift amounts are very similar.
The total value per Care2 registrant is similar to that of the non-
Care2 registrant.
In this particular example, the opportunities area exists on the
conversion front where a .75 - 1.5% conversion will not break-
even in 24 months, a 2 - 3% conversion will likely do so.

40. Recent Trends
Based on more recent performance of Nov/Dec 2011 campaigns, the Center
has realized a much higher Value per Registrant over the first 3 months
indicating current strategies are improving conversion rates and timing of
conversion.
$0.25
$0.23 $0.23
$0.20
$0.18
$0.15
$0.14
$0.13
$0.12 $0.12
$0.10 $0.10
$0.08 $0.07
$0.07 $0.07 $0.08
$0.05 $0.05
$0.04
$0.03
$0.00 $0.00 $0.00
2011 - 11
2009 - 11
2010 - 01
2010 - 04
2010 - 06
2010 - 07
2010 - 09
2010 - 10
2011 - 07
2011 - 12
$/Reg Mos1 $/Reg Mos3

41. Pathway to Growth
An example of a conversion/ROI targets:
% # Subs Value
Web Reg Converted Converted % Converted # Converted Total Total Avg Initial per Donor 18
Month Registrants online online Offline Offline Converted Gift Value/Reg Mos ROI18
Mos 1 5,000 1.65% 83 1.60% 80 163 $30.00 $0.98 $18.00 104%
Mos 2 5,000 1.65% 83 1.60% 80 163 $30.00 $0.98 $18.00 104%
Mos 3 5,000 1.65% 83 1.60% 80 163 $30.00 $0.98 $18.00 104%
Setting both online and offline conversion and
subsequent value goals will allow the Center to manage
the investment to a desired ROI target.

42. MOVING FORWARD

43. The Essential E-gredients for a
Successful Long-Term Relationship
Educate
Engage
Enhance
Evaluate

44. thank you! questions? contact us!
Janna Chan
jchan@reprorights.org
@ReproRights
Jaime Grams
jgrams@integral-dc.com
Dane Grams
daneg@care2team.com
@Care2Team