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incentives: what’s in it for me?
22. tepid is better than cold
Source
New Regular
Givers
Target Actual*
Petitio
n
Signer
s
Cost
5 Year
RG
Income
5
Year
RG
ROI
Cold
Google
AdWords
4 3 158 $8,656 $3,184 0.37
Cold
Facebook
Ads
7 28 1,539 $15,978 $31,018 1.94
Tepid
Email
Prospecting
116 79 3,396 $27,262 $87,263 3.20
28. online recruitment: what to expect
Charity
New
RG’s
Cost Yr 1 $ Yr 5 $ Yr 1 ROI Yr 5 ROI CPA
Charity
A
60
$43,25
2
$20,0
82
$64,14
6
0.46 1.48 $721
Charity
B
110
$60,89
2
$30,2
44
$127,4
49
0.50 2.09 $554
Charity
C
48
$21,50
8
$24,7
68
$123,8
40
1.15 5.76 $448
29. online recruitment: hidden gold
Charity
New
RG’s
Cost Yr 1 $ Yr 5 $ Yr 1 ROI Yr 5 ROI CPA
Ave 5
year
net
value
per RG
Charity A 60 $43,252 $20,082 $64,146 0.46 1.48 $721 $348
Charity
B
110 $60,892 $30,244 $127,449 0.50 2.09 $554 $605
Charity
C
48 $21,508 $24,768 $123,840 1.15 5.76 $448 $2,132
30. finding and keeping RG’s online
• where to find them
• some acquisition hooks
• how to look after them
• one last time
38. finding and keeping RG’s online
• where to find them
• some acquisition hooks
• how to look after them
• one last time
39. getting digital recruitment rocking
• prospect data: tepid is best
• something small, then bigger
• incentives: what’s in it for me?
• be clear, make it easy
• get the follow up right
40. getting digital retention rocking
• think mobile
• easy, rich, regular
• look, listen, touch and feel
• surprise and delight
• keep asking
