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Joe Baker of Care2 talks about the business case for e-campaigning, and the interface between advocacy and fundraising
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2. Copyright 2008 Care2, Inc. All rights reserved03/23/10 Advocacy + Fundraising = True Love??? 3. Copyright 2008 Care2, Inc. All rights reserved03/23/10 Or the fundraisers want to track down and kill your activists?? 4. Secret Plan
Copyright 2008 Care2, Inc. All rights reserved03/23/10 5. eCampaigning Can Drive Online Fundraising
Copyright 2008 Care2, Inc. All rights reserved03/23/10 6. Online Fundraising is Growing Rapidly Copyright 2008 Care2, Inc. All rights reserved03/23/10 In 2008, Online Giving was 5% of all US giving 7. Convio benchmark
8. DonorCentrics 2008
9. Online Fundraising is Proportional to Email List Size
Copyright 2008 Care2, Inc. All rights reserved03/23/10 Source: Convio 2009 eBenchmarking Study One estimate (Convio): The lifetime value of an email address is $9.50 10. Online Activists Dont Have to be Converted Online
Copyright 2008 Care2, Inc. All rights reserved03/23/10 11. Integrating eCampaigning and Fundraising
Copyright 2008 Care2, Inc. All rights reserved03/23/10 12. Power of Email vs. Social Networks for Fundraising
13. Adults prefer contact via email Where do people spend most of their time at work?The inbox. Most people donate online while at work. 14. eCampaigning is the Fastest Way to Grow your Email List (usually) Copyright 2008 Care2, Inc. All rights reserved03/23/10 15. Viral Growth
Copyright 2008 Care2, Inc. All rights reserved03/23/10 Counter-example:Moms Rising recruited 9 million emails with a clever video a lightning strike 16. eCampaigning is a great way to bring in new activists who are potential donors
Copyright 2008 Care2, Inc. All rights reserved03/23/10 17. Be Prepared for Your Katrina-like Moments
18. Advocacy Email Response Rates are highest best way to keep connection fresh 19. Comparing Email Response Rates Source: M&R Strategies: 2009 eNonprofit Benchmarks Study, via Mark Davis, Blackbaud Advocacybased Email Response Rates Outpace all Other Types 20. eCampaigning Versus Other Outreach Requests Online Advocacy Call-to-Actions have the Highest Response Rates Source: M&R Strategies: 2009 eNonprofit Benchmarks Study, via Mark Davis, Blackbaud 21. Online Activists are Stronger Donors Copyright 2008 Care2, Inc. All rights reserved03/23/10 22. eCampaigning Strengthens Relationships
Copyright 2008 Care2, Inc. All rights reserved03/23/10 23. Action Takers are Stronger Prospects Copyright 2008 Care2, Inc. All rights reserved03/23/10 Non-donors whod taken action online were 2.3x more likely to donate than non-donors in the email file who hadnt Source: Charitable Memberships, Volunteering and Discounts: Evidence from a Large-Scale Online Field Experiment. May 2009, National Bureau of Economic Research, A. Lange, A. Stocking. 24. Action Takers are Stronger Donors Copyright 2008 Care2, Inc. All rights reserved03/23/10 Source: Charitable Memberships, Volunteering and Discounts: Evidence from a Large-Scale Online Field Experiment. May 2009, National Bureau of Economic Research, A. Lange, A. Stocking.Existing Donors whod taken action online were 2.3x more likely to donate than donors in the email file who hadnt 25. Converting Advocates to Donors
Copyright 2008 Care2, Inc. All rights reserved03/23/10 26. Setting Donation Expectations in Welcome Message
27. Fundraise for an Advocacy Goal 28. Immediately Follow Action with Donation Request 29. 30. eCampaigning + Donation Request = Money This action raised more money than a straight up appealSource: Steve Daignault, M&R 31. Integrate: Capture Them After They Act
32. Multichannel
Copyright 2008 Care2, Inc. All rights reserved03/23/10 33. eCampaigning and Fundraising can work together to create strong, long-term supporters of your organization Copyright 2008 Care2, Inc. All rights reserved03/23/10 34. Contact Justin Perkins Director Nonprofit Strategy [email_address] +1-303-475-4827+44 20 8144 7253 UK Twitter: @elperko Skype: justinperkins Joe Baker VP Causes and Advocacy [email_address] +1-650-622-0860 x1235 Twitter: @joebaker Facebook: joebakerdc