Upload
jess-day
View
707
Download
3
Tags:
Embed Size (px)
DESCRIPTION
Studies have shown that many donors appreciate opportunities to engage with advocacy campaigns, while campaigners are an excellent pool of potential donors. Organisations often set out strategies to specifically grow their number of ‘donor activists’. Jonathan Siddons, of sponsor agency PublicZone will look at some of the key elements of such a strategy. The session will also review a number of tools in the Advocacy Online platform that help groups to segment supporter data, customise supporter communication, and benchmark the success of conversion campaigns.
Citation preview
Jonathan Simmons, Public Zone
‘Moving them around the house’The rise of The Supporter
The rise of the supporter
The web has empowered people
VolunteersCampaigners Donors
Marketeers love segmentation
Building silos
People are communicated with based on their initial action?
DonorsCampaigners Volunteers
The sweet spot
VolunteersCampaigners
Donors
In 2008 NSPCC moved campaigner management from public affairs to to fundraising team, creating a significant increase in fundraising
In Greenpeace UK’s Palm Oil campaign over 10% of existing online activists agreed to set up a direct debit – compared with 5% of people signed up offline (signed up by volunteers during street campaigning on Nestle)A 2009 American study showed people who had previously supported an organisation online were 7 times more likely to give - National Bureau of Economic Research
Advocacy Online’s 2009 e-campaigning review estimated over half of the organisations questioned had databases with 40% of people inactive and only 9% had a strategy for reactivating them
Success
Provide David with the tools
A lot of potential supporters
Find the willing
1. Ask them
They raised £150,000 + by asking
John Worth
Ariane Sherine
2. CRM CRM CRM
3. Analytics – But not just this!
3. Use your analytics
Success
Integration of CRM and analytics + ? = Turning
campaigners, donors, etc, into supporters
You need the content
You need the content
8. Reward people
Individuals will work for you if you give them the right content at the right time, with the right tools