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Multi-channel Acquisition - NPCA Case Study
- 1. t Activists don’t like silos: How To Apply a Multi-channel Approach to Converting Them to Donors Presented by: Laura Connors, National Parks Conservation Association Barb Perell, Avalon Consulting
- 2. NPCA Overview Acquisition Program
- 3. NPCA Overview Our Mission To protect and enhance America's national parks for present and future generations. What We Do Advocate for the national parks and the National Park Service. Educate decision makers & the public about the importance of preserving the parks. Help convince members of Congress to uphold the laws that protect the parks and to support new legislation to address threats to the parksand fight attempts to weaken these laws in the courts. Assess the health of the parks and park management to better inform our advocacy work.
- 4. NPCA Members Our Constituents 340,000 members, give $15+ to receive magazine 44% age 65+ 60,000 with email addresses 39,000 online donors 330,000 online subscribers/activists 38% age 65+ 114,000 have taken at least 1 action All support NPCA because they love national parks!
- 8. Activist Conversion Test Mail, Phone, Web
- 10. We wanted to see which channels and which mix of channels was most effective in converting online activists.
- 12. We wanted to see which channels and which mix of channels was most effective in converting online activists.
- 15. Overall Results by Channel Main takeaway: online activists are not necessarily online-only people. Yes, they perform online, but it’s OK to put them in other channels because they do respond and you want multi-channel givers. Notice group C didn’t have as many opportunities to give and has the lowest overall revenue/donor.
- 16. Regular Conversion Program Online
- 17. Regular Conversion Program/Testing Message testing – institutional vs. urgent issue Day of week testing – weekday vs. weekend Testing lapsed donors in acquisition vs. appeal Testing top activists in appeals
- 18. Automate an Online Welcome Series The Online Welcome Series includes the following: Week 1: Welcome Week 2: Quiz Week 3: Take Action Week 4: Ask Acquisition (non-donors), Sustainer ask (donors) Week 8: Sustainer ask (non-donors who didn’t respond to the acquisition)
- 19. Online Welcome Series (cont’d.) Because we communicate with a new prospect within a week of acquiring their email address, our unsubscribe and bounce rates are consistently low. Open rates average 17.56% and the series has an avg. 6.21% click through rate. Click through rates are particularly high on both advocacy and survey emails. New members are joining with an avg. gift of $21.41 and a response rate of 0.17%. By comparison, other acquisition efforts avg. a 0.04% response and $28.92 avg. gift.
- 21. Can be tricky to make changes (i.e. you may have to re-set all queries), so you’ll want to use evergreen copy and art.
- 22. Because of so many moving parts and often smaller quantities with each send, it can be difficult to do head-to-head testing on the series.
- 25. Chose not to put them through generic welcome series and instead sent them continued communications related to the specific issue that brought them on in the first place.
- 27. Donors had received a direct mail piece with a follow up email petition and an email follow up ask, but non-donors had been receiving messaging on our funding issue, so it didn’t make sense for them to get the same message as donors.
- 28. We coordinated so there wasn’t audience overlap and that the non-donors still received the funding petition AND received a follow up ask slightly tweaked to fit with the funding petition message.
- 30. Test conversion messaging Tested acquisition messaging between institutional and urgent issue. There was no significant difference in performance between the two, proving we could message newer prospects on urgent issues if they came up rather than rely on just institutional messaging. Was an opportunity to message on urgent Grand Canyon issue since we weren’t going to be in the mail on that issue for months. It also allowed better coordinate with heavy advocacy messaging around the same issue.
- 31. Acquisition Best Practices: Online Test what channels and what mix of channels convert your activists best. Regularly send online conversions to non-donors on your list, testing messaging and techniques along the way. Automate a welcome series to communicate early with new email list subscribers Recruit new activists through through 3rd party sites and message to them on the action they joined you on. Test asking activists for a donation immediately after they take action.
- 32. Thank you! Questions? Laura Connors Deputy Vice President for Membership NPCA lconnors@npca.org Barb Perell Vice President of Online Services Avalon Consulting barbp@avalonconsulting.net
Notes de l'éditeur
- EM and TM includes stats for both the Sept/Dec and April/May/June campaigns, but DM only has returns for October, not May/June. Total rev/donor based on full EM and TM and just October DM stats.Overcoming bias that they’re online people and only perform online Ok to put them in EM and DM because they do perform, group C didn’t have as many opptys to give, lower overall reve/donorBy channel, the cost to acquire a donor was: $77.07 (EM), $45.35 ( TM) and $8.99 (DM).
- EM and TM includes stats for both the Sept/Dec and April/May/June campaigns, but DM only has returns for October, not May/June. Total rev/donor based on full EM and TM and just October DM stats.
- 44 new members, 4 of whom are sustainers. Open rates continue to be strong with an average of 17.56% and an avg. 6.21% click through rate. New members are joining with an average gift of $21.41 and a response rate of 0.17%. By comparison, other acquisition efforts (with the exclusion of year-end), average a 0.04% response and $28.92 avg. gift.