Care2 m+r-cultivation-webinar 2015
•
2 likes•908 views
You had me at Hello: 7 mostly not crazy ideas to make sure you’re making the most of new supporter relationships So you've got a bunch of new names from somewhere...Facebook, a contest, a progressive social action network, (ahem) Care2. Now what? Well, you could start with "hello." Or, actually, anything. Kinda nuts, but sometimes it can take organizations too long to make any sort of proper introduction. And then your new joins are all like "who are these people?" when you finally send that renewal or call to action. But never fear! We have all kinds of smart, easy, and even automated tactics and techniques to let your newest list members know how glad you are to meet them. Watch this AWESOME webinar with Madeline Stanionis (principal at M+R) and Justin Perkins (Senior Director Brand Engagement and Business Development at Care2) to learn about the best way to handle all of that acquisition you're bound to do in 2015. You'll learn about various case studies and walk away with cold-hard-tactics to make sure your ROI is astronomical (or at least, you know, positive).
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (20)
Similar to Care2 m+r-cultivation-webinar 2015
Similar to Care2 m+r-cultivation-webinar 2015 (20)
More from Care2Team
More from Care2Team (16)
Recently uploaded
Recently uploaded (20)
Care2 m+r-cultivation-webinar 2015
- 1. W E L C O M E The world’s largest online community of people, brands, and nonprofits coming together for the greater good. You had me at hello: 7 mostly not crazy ideas to make sure you’re making the most of new supporter relationships Jus$n&Perkins& @elperko& Madeline&Stanionis& @mstanionis&
- 2. Using&& #c2webinar& • Chat&and&Q&&&A& • If&you&are&having&internet&audio&problems,&you&can&dial&in&using&a& landline&1"408"792"6300,+followed&by&access&code&662+234+225.& • If&you&lose&your&internet&connec$on,&reconnect&using&the&link& emailed&to&you.& • WebEx&Support:&1M866M229M3239&
- 5. Care2&is&the&world’s&largest&online&community&for&good.&Since&1998,&we’ve& found&and&ac$vated&the&people&who&care,&and&we&can&help&you&build&your& community,&too.! 27+ Million Members 18 Million Signatures 1500+ Nonprofit and brand clients 250 Media Partner Network 150+ Million Monthly Uniques A Community for Good
- 7. What is your current strategy ? Acquisition Goals Infrastructure + Team Messaging Tactics Budgets + Allocation Marketing Channels
- 9. Key variables you control Response&rate&per&email&&X&&Emails&sent&&X&&Average&Gi]&& =&&Revenue&from&List&
- 11. 11& Hint: you are not the hero
- 13. COMMUNITY BUILDING TACTICSCustom Petition + Pledges Dedicated Microsite Mobile Optimized Network Widgets
- 14. COMMUNITY BUILDING TACTICS Behavioral Targeting via Citizen Petitions
- 17. INTEGRATED SOCIAL SHARING Often 5 -20 of petition signers will share your campaign on social media
- 20. Member profile
- 21. 78%! !are!women,!average!age!39! 87%! !are!pet!owners! 84%! !are!primary!purchaser!for!household! 82% !!have!a!college!degree! 65%! !own!their!home! 96%! !look!at!ingredients!before!buying! 90%! !are!willing!to!pay!more!for!healthier!products! 90%! !take!ethical!issues!into!account!when!investing! 53%! !donated!to!an!Environmental!cause! Meet care2’S 27M+ MEMBERS Jill Trish Haley
- 26. Hello!
- 27. You had me at hello! Seven mostly not crazy ideas to make sure you’re making the most of new supporter relationships Madeline Stanionis
- 28. 33,301,239 people 300 email messages monthly Countless (literally) actions $159 million Whoa
- 32. 1. Do not dilly dally, people!
- 33. 21
- 34. 3
- 37. ORGANIZING EXAMPLE 1. New name comes in from simple action 2. Recruit takes qualifying action 3. Receives organizer call within 24 hours
- 38. 2. Get to know them
- 39. HRC asked about sexual orientation
- 41. Dissecting a Mozilla Supporter* Codes for fun Wears hoodies,and loves Mozilla apparel Thinks the internet should be free Really freaking hates the CIA and NSA Favors function over fashion Loves wikipedia *For brainstorm purposes only – think of this as an “aggregate” of a Mozillian
- 42. • Mission based copy • Institutional reasons to give • Reminder of tax- deductibility • Deadline Driven CONTROL ALL THAT STUFF + •Update on $ • Average gift • Assurance that if you give,we’ll stop emailing you…. • A reminder of “this is what you told us” via survey TEST
- 43. “We work in the open, we fundraise in the open” SHOW AND TELL
- 44. MOZILLA’S RESULTS! •26.3% more donors • 21.6% increase in revenue • Same average gift
- 45. 3. Use them to get MOAR
- 48. CPA: $1.08 Lookalike Recruitment Searching for prospects
- 49. Land on a donation page! 40% of costs recouped immediately!
- 50. CPA Activists and Donors $1.36 Activist Donors $2.09 Audience Testing Searching for the most beautiful model (not that kind)
- 51. 4. Keep them
- 52. SUPER AMAZING TOP SECRET THING YOU CAN DO TO KEEP YOUR ONE- NIGHT STAND FOREVER. WAY LESS VIOLENT THAN ANNIE WILKES. BUT JUST AS DEVIOUS.
- 53. www.mrss.com/lab
- 55. Home Join,Renew,Give Interstitial Join Renew Interstitial Monthly Donate Individual Joint
- 56. Home Join,Renew,Give Interstitial Join Monthly Donate Individual Joint Renew Interstitial
- 61. 27% more revenue Control Variation
- 62. 5. Stalk them
- 63. Retargeting Who? ✳ Email clickers ✳ Email addresses ✳ New recruits ✳ Recent donors ✳ Lapsed donors ✳ Particular campaign ✳ Inactives ✳ Unsubscribes ✳ Website visitors ✳ Homepage ✳ Donation form ✳ Action ✳ Any section! ✳ Mailing addresses
- 64. Search Ads: Retargeting Only bid on ads to your web visitors
- 68. Two major goals: Massive list growth Raise all the moneys Two major decisions: Buffer zones Birth control We brainstormed. Zilch. Brainstormed again. Again and again. Until it clicked. SCOTUS is all like:
- 69. Tested Facebook paid promotions to lookalike audience.
- 71. Retargeting: Rapid Response Display & Facebook Retargeting Impressions 1,486,753 Ad Spend $918.75 Direct Revenue $573 View-Through Revenue $18,274
- 72. Results Recruited: 27,138 Raised: $20,473+ Ad response rate 2.52% CPA $0.37 ROI > 200% Total signatures: 193,936 Total raised: > $600,000 Samuel Alito: Total jerk Spent: $10,000
- 73. 6. Track them
- 74. Paid Advertising Results Spent vs. Raised Total Spent,2006 - 2012: $570,934 Total Raised from Unrestricted Gifts: $1,752,335 Total Raised from Restricted Gifts: $1,347,924 Overall Dollar Raised per Dollar Spent: $5.43 Donor Recruitment New Donors: 10,994 Offline Donors Brought Online: 1,427 Cost to Acquire a New Donor: $52.70
- 75. ROI: CY06 Joins $21.93 $19.80 $13.06 $5.42 $5.35 $4.18 $4.17 $0.52 $0.14 $0.00 $5.00 $10.00 $15.00 $20.00 $25.00 Unrestricted RestrictedROI: Dollars Raised / Dollars Spent
- 76. ROI: CY07 Joins $10.93 $6.04 $4.12 $0.00 $1.00 $2.00 $3.00 $4.00 $5.00 $6.00 $7.00 $8.00 $9.00 $10.00 $11.00 $12.00 Democrats.com Alternet Care2 Unrestricted RestrictedROI: Dollars Raised / Dollars Spent
- 77. ROI: Dollars Raised / Dollars Spent ROI: CY08 Joins $8.93 $7.39 $3.07 $2.74 $2.35 $1.81 $0.29 $0.00 $1.00 $2.00 $3.00 $4.00 $5.00 $6.00 $7.00 $8.00 $9.00 $10.00 Unrestricted Restricted
- 78. ROI: Dollars Raised / Dollars Spent ROI: CY09 Joins $4.37 $3.42 $0.00 $0.50 $1.00 $1.50 $2.00 $2.50 $3.00 $3.50 $4.00 $4.50 $5.00 Care2 Change.org Unrestricted Restricted
- 79. ROI: Dollars Raised / Dollars Spent ROI: CY10 $1.54 $1.52 $1.04 $0.61 $0.61 $0.55 $0.28 $0.24 $0.24 $0.19 $0.10 $0.00 $0.20 $0.40 $0.60 $0.80 $1.00 $1.20 $1.40 $1.60 $1.80 Unrestricted Restricted
- 80. ROI: Dollars Raised / Dollars Spent ROI: CY11 Joins $1.65 $1.07 $0.61 $0.00 $0.20 $0.40 $0.60 $0.80 $1.00 $1.20 $1.40 $1.60 $1.80 Democrats.com Change.org – Unwrapped Change.org Unrestricted Restricted (Special Program)
- 81. ROI: Dollars Raised / Dollars Spent $0.95 $0.77 $0.00 $0.10 $0.20 $0.30 $0.40 $0.50 $0.60 $0.70 $0.80 $0.90 $1.00 eMiles Change.org Unrestricted Restricted ROI: CY12 Joins
- 82. ROI: Dollars Raised / Dollars Spent $3.32 $2.70 $5.12 $2.74 $0.47 $2.28 $1.07 $0.50 $0.62 $7.14 $6.82 $5.13 $1.38 $0.00 $1.00 $2.00 $3.00 $4.00 $5.00 $6.00 $7.00 $8.00 0-12 months 12-24 months 24-36 months 36-48 months Unrestricted ROI of Repeat Vendors: 60+ months
- 83. 7. Inspire them