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20 Quick Ways to turbo-charge your online fundraising and campaigning by combining it with the telephone!
Mike Johnston, HJC and Andrew Bales, Amnesty International Canada
A VIRTUAL TOUR
• A warning about both channels: Obama and Momma’s basement
• We are talking about irritating things!
• Human Moment
• Hormones
• A French Resistance fighter
• Personal Pages, Recorded Messages, Paul McCartney,
• An Amnesty International case study (let’s find our 20 Quick Ways to…)
• Finally, some check lists
• Facebook and Twitter
• The End
The Internet can lead to transformative, collective, and positive change
But the Internet can also lead to individual alienation and isolation…
THE HORMONAL ADVANTAGE OF THE HUMAN VOICE…
• Humans are biological, social creatures• They produce hormones that create feelings
of trust when there are interactions• When someone opens a letter or opens an
email, there are fewer hormone produced• Face to Face• Pregnant mothers
The Human Moment• THE HUMAN MOMENT AT WORK by Edward
M. Hallowell, The Harvard Business Review –
• The human moment has two pre-requisities:
1. people’s physical presence 2. their emotional and intellectual
attention. • Human moments take energy
and that’s why they are often avoided – email.
The Human Moment
• Nature also equips us with hormones that promote trust and bonding:
• Oxytocin / vasopressin• in-person contact stimulates two
important neurotransmitters:• dopamine, which enhances attention
and pleasure, • serotonin, which reduces
fear and worry
The Human Moment
• Carnegie-Mellon study also showed that people who spend time online exhibited:
• increased levels of depression and loneliness
• even when only connected a few hours a week.
HOW TO USE THE TELEPHONE WITH ONLINE...
10© 2010 Convio, Inc.
Peer to Peer
Social Media
Phone
Text
52%
41%
28%
22%
15%
8%
Solicitation Channel Appropriateness (From charities/nonprofits with established relationship)
% say appropriate solicitation channel (rank ordered by very important –blue) TOTAL GEN Y GEN X BOOMER MATURE
84% 87% 89% 82% 76%
77% 77% 79% 74% 77%
65% 76% 69% 60% 51%
47% 69% 60% 38% 17%
42% 51% 42% 39% 34%
23% 38% 25% 16% 13%
The Phone can be irritating…
“The bathtub was invented in 1850 and the telephone in 1875. In other words, if you had been living in 1850, you could have sat
in the bathtub for 25 years without having to answer the phone”
Bill DeWitt
Life’s biggest irritations ( in order, from least bothersome to most bothersome):
• opening milk cartons
• Reaching underneath a light shade to turn on/off light
• muzac
• car alarms
• mobile phones in movie theatres
• voice mail
• drivers who drive slow in the slow lane
• junk mail
• SPAM (junk email)
• Getting a telemarketing call during dinner
Clearly, we are talking about a combination of human interactions that have the potential to really bother people!
The phone (human voice) have power and resonance
“The telephone, which interrupts the most serious conversations and cuts short the most weighty
observations, has a romance of its own”
Virginia Woolf
What is this sound?
hearte3.rm
Power and resonance?
• Jacques Lusseyran• At 16 formed Les Volontaires de
La Liberte• French resistance fighter• Within a year, he led 600 young
men and women• He was responsible for
interviewing, and admitting, every single member of his unit
Power of the human voice
• Jacques believed that the human voice resonated with our thoughts
• It connects to our inner-most feelings and deepest of intentions
• Important for fundraising and campaigning?
What do we mean by the telephone?
The phone and online?
0102030405060708090
100
1 2
Per
cent
age
of G
oal R
aise
d (%
)
1: without call; 2: with call
Percentage of Goal Raised - without and with a call
Percentage of Goal Raised
Further tests…
• A phone test was conducted a second year with online event registrants…
• The test group that received a phone call (2.5 minutes in length) raised $131.42 more than a registrant who did NOT receive a call
Online pledge pages and calling….
Not Called Called $-
$100
$200
$300
$400
$500
$600
$700
$800
$900
$1,000
$722.18
$920.09
Yoga In MotionImpact of Calling Participants
Avg. Revenue Per Participant
Action Taken
Aver
age
Reve
nue
($)
Up 27.4%
High touch…high gift amounts…
• 20 board member pages• $237,534 raised ($143,000
by one board member)• Phone used to stimulate,
manage, and help board members with their personal pages
Proprietary & Confidential 23
Results are Inconclusive
hjc
Average Raised
Including Inactive Participants No Call 1 call 2 calls
$84.01 $187.59 $456.18
Excluding Inactive Participants $140.30 $213.85 $596.54
Proprietary & Confidential 24
Quote from donor survey
“MSF contact was perfect. I received one call that was meant to answer any of my questions and assist me in fundraising. It
was great.”Participant Survey Respondent
The number one rated interaction with MSF was the phone call over the three month campaign!
hjc
A CASE STUDY IN PHONE CONVERSION OF E-ACTIVISTS
Andrew Bales
Amnesty International Canada
Online Fundraising Coordinator
1000 phone calls – 74 monthly donors giving $9.66 every month
CPMD $75.00
Eactivists to Monthly Donors
In 1998, Amnesty International Canada launched a hugely successful 60-minute television program that was attracting hundreds of new monthly donors every month.
THE “PRESIDENT” ASKED YOU TO BE AN AMNESTY MONTHLY DONOR
It was peaceful before the phone started ringing…
INTEGRATION IN ONE-STEP MONTHLY ACQUISITIONINTEGRATION ACROSS ACROSS COMMUNICATION CHANNELS
Phone PrintOnline
COMPETITION
But then along came the multi-channel television universe … and digital tv … and web … and social media. TV dried up
Costs per monthly donor:
1998 - $80 2008 - $300
The problem of attrition
Contact = cancellation
No contact = no activism
Ring … Ring
Amnesty International’s Business & Human Rights campaign
Dora Alicia Recinos Sorto: On her way back from washing clothes in the river last December, Dora was gunned down. She was an environmental activist from El Salvador, who had opposed a proposed Canadian gold mine in her province of Cabañas.
Activists – especially in Latin America – are being targeted, harassed and killed
A Pattern – a solution?
June 2009: Gustavo Marcelo Rivera, a well-known community activist who opposed a Canadian mining project in El Salvador, was kidnapped and killed.
September 2009: Adolfo Ich Chaman, a teacher, was attacked with a machete in eastern Guatemala and shot to death, allegedly by private security guards working for a Canadian mining company.
November 2009: Mariano Abarca was gunned down in Chiapas, Mexico. Mariano was a vocal opponent of a Canadian barite mine near his community.
SEND A FOCUSED MAILING TO BUILD YOUR LIST
http://www.amnesty.ca/updates/speakout/oct09/speakout_oct09.html
Epetition
Phone number: or you can’t start!
Counter: social proof
Comments: priority for calls
Subscribe:for cultivation
More info:legitimacy
http://www.amnesty.ca/urgentappeal/2009/CorpAcct/
Offline-Online integration: the human moment
http://www.amnesty.ca/writeathon/?page_id=1362
urgent
shareable
video
The power of video: the best for the human moment
online...
http://www.youtube.com/amnestycanada#p/a/u/1/nIl7j6z2488
http://www.youtube.com/amnestycanada#p/a/u/1/nIl7j6z2488
Make shareable content
The e-petition …Write for Rights …the video
were all made shareable on facebook, twitter & YouTube
Timing: the key moment to phone…
The oil spill in the Gulf of Mexico created “peak public interest”
It was time to arrange for the phone call
1654 emails, with a phone number- minus a data scrub for good numbers
=1538
- minus recent donors=1339
1 or 2 days prior to calling, an email …
http://www.amnesty.ca/urgentappeal/2010/c300/email/index.html
04/12/2023 proprietary and confidential 41
Secure donation form that builds trust
Monthly donation first
Donor testimonial
Benefits of monthly
Premium
Other: phone giving, email/phone for questions, charity #, secure, clear layout
https://www.amnesty.ca/secure/joinamnesty.ca/
Motivating the callers
Pre-call training
An Amnesty business & human rights campaigner did a training session by phone with the callers.
The script -urgency/need -a hierarchy of asks
1. Monthly donation – any amount (with minimum of $5.00/month accepted
2. Single donation
3. Send a pledge package
4. Go online to learn more (or make gift)
The different constituencies called…
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
18.00%
20.00% 18.50%
8%9%
11%Recent Lapsed Monthly DonorOnline Petition OnlyE-newsletter SubscriberLapsed Single Gift Donor
Results
For CPMD of $75.65
$75 / monthly donor vs. $300 / monthly donor
Bonus: Two part acquisition
strengthens many parts of your organization
1. Set criteria for campaign2. Ask for phone numbers3. Get traffic4. Manage data5. Send email prior to call
6. Sort coding7. Write script8. Training9. Pledge packs10.Assess results
A 10-step checklist for conversion of e-activists
to monthly donors
04/12/2023 proprietary and confidential 47
Key considerations:
Nicevs.
-Pre-call training*-Pre-call email-Online fulfillment-Cultivation-Premiums*a note from our telemarketers!
Necessary-Collect phone #s!!-Good callers-Meaningful campaign-List growth-*Quality list* – nice
Lessons
Phoning is a powerful conversion technique – the human moment
A phone-based strategy forces integration of fundraising & activism
Social Media and the Phone – one cool example!
Greenpeace Chile• Outbound calling for warm leads
– 1,510 calls (May-December 2009)• Inbound calling for warm leads
– 503 people filled the form• Result – 10% conversion
– 193 people converted to paid monthly donors
Fundraising and Mobile...
Gaza conflict early 2009: Save the Children UK run National press campaign - text support for a ceasefire.
Call to action – text CEASEFIRE’ - pass details onto friends and family .
Campaign goes viral - 182,000 people text - petition taken to Downing Street.
All supporters were called on their mobile phones and prior to the call we had no information (name, address, etc) about these prospects.
4.7% converted to monthly giving
One million text “votes” in 51 days.
54© 2010 Convio, Inc.
What do you do with 800,000 new contacts?
You knock down some walls to make room for another channel…
9.65% conversion to monthly giving:
15,388
170,658 called on their mobile
phones
50% converted to monthly giving7.6 million
dollars LTV (over 5 years)
Average gift 3.28 dollars/month
UNICEF Pop Up - Spain
• 25% Positive response• Annual average per donor: 115 euros• 94% monthly donors • ROI 1:2.5
Will the phone do EVERTHING in fundraising in the future?
Let’s make a list of ALL the things the phone will (could) do in fundraising in the future...
Online and the phone will be increasingly important for major gifts and legacy giving
Country Legacies revealed
Legacy leads
Canada 15 103
Canada 22 232
United States 52 164
Mexico 9 1,043
Four Legacy Online Surveys
Of the 1,043 Mexican legacy leads, over 800 volunteered their telephone numbers. What would you do?
A VIRTUAL CONCLUSION
• The human voice is potent, primal and effective when used PROPERLY • When it is combined with the online channel’s ability to create multi-channel leads, It’s a killer combination• Use it to help personal fundraising pages and events• Use it to convert activists to donors• Use your checklists to make sure both the phone and online are in synch with one another• WE MUST STEP OUT OF OUR OWN SHOES!
