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W E L C O M E The world’s largest online community of people, brands, and nonprofits coming together for the greater good.
You had me at hello: 7 mostly not crazy ideas to make sure you’re making the most of new supporter relationships
Jus$n&Perkins&@elperko&
Madeline&Stanionis&@mstanionis&
Using&&
#c2webinar&
• Chat&and&Q&&&A&• If&you&are&having&internet&audio&problems,&you&can&dial&in&using&a&
landline&1"408"792"6300,+followed&by&access&code&662+234+225.&• If&you&lose&your&internet&connec$on,&reconnect&using&the&link&
emailed&to&you.&• WebEx&Support:&1M866M229M3239&
Webinar&Recording&
#c2webinar&
&• You&will&receive&a&link&to&this&presenta$on&by&email,&following&
the&webinar.&&• Twee$ng&the&webinar?&&Use&the&TwiVer&hashtag&#c2webinar&
Audio&problems?&Dial:&1"408"792"6300+|&Access&Code:&662+234+225+
h.p://bit.ly/Care2_outlook2015&
Care2&is&the&world’s&largest&online&community&for&good.&Since&1998,&we’ve&found&and&ac$vated&the&people&who&care,&and&we&can&help&you&build&your&community,&too.!
27+
Million Members
18
Million Signatures
1500+
Nonprofit and brand clients
250
Media Partner Network
150+
Million Monthly Uniques
A Community for Good
What is your current strategy
?
Acquisition Goals
Infrastructure + Team
Messaging Tactics
Budgets + Allocation
Marketing Channels
Are you seeing 100%-500%
ROI?
Key variables you control
Response&rate&per&email&&X&&Emails&sent&&X&&Average&Gi]&&=&&Revenue&from&List&
11&
Hint: you are not the hero
How
WillYouLea
d?
COMMUNITY BUILDING TACTICS Custom Petition + Pledges
Dedicated Microsite
Mobile Optimized
Network Widgets
COMMUNITY BUILDING TACTICS Behavioral Targeting via Citizen Petitions
EMAIL PROMOTION OF CUSTOM petitions
CUSTOM WELCOME MESSAGE
INTEGRATED SOCIAL SHARING Often 5�-20� of petition signers will share your campaign on social media
&&
SelfM&actualiza$on&
Esteem&
Social&Needs&
Safety&and&Security&
Survival&Needs&
WiFi&
Your+goal:++help&meet&these&&3&needs&of&your&people&
Maslow’s hierarchy
Sense+of+Purpose+Community+Voice&
Member profile
78%! !are!women,!average!age!39!
87%! !are!pet!owners!
84%! !are!primary!purchaser!for!household!
82% !!have!a!college!degree!
65%! !own!their!home!
96%! !look!at!ingredients!before!buying!
90%! !are!willing!to!pay!more!for!healthier!products!
90%! !take!ethical!issues!into!account!when!investing!
53%! !donated!to!an!Environmental!cause!
Meet care2’S 27M+ MEMBERS
Jill
Trish
Haley
Inspire. Showcase the heroes.
List&Built&+&Good&Stories&+&Flexible&Culture&=&&
Big&Wins&
Be prepared to be lucky
THANK YOU Justin Perkins [email protected]!303J475J4827!@elperko!
Hello!
You had me at hello! Seven mostly not crazy ideas to make sure you’re making the most of new supporter relationships
Madeline Stanionis
33,301,239 people
300 email messages monthly
Countless (literally) actions
$159 million
Whoa
www.mrbenchmarks.com
www.mrss.com/lab
1. Do not dilly dally, people!
2 1
3
3 2
PETA’s new list members
PETA’s new list member/donors
3 2
ORGANIZING EXAMPLE 1. New name
comes in from simple action
2. Recruit takes qualifying action
3. Receives organizer call within 24 hours
2. Get to know them
HRC asked about sexual orientation
Dissecting a Mozilla
Supporter*
Codes for fun
Wears hoodies, and loves Mozilla apparel
Thinks the internet should be free
Really freaking hates the CIA and NSA
Favors function over fashion
Loves wikipedia
*For brainstorm purposes only – think of this as an “aggregate” of a Mozillian
• Mission based copy • Institutional reasons to give • Reminder of tax-deductibility • Deadline Driven
CONTROL
ALL THAT STUFF + •Update on $ • Average gift • Assurance that if you give, we’ll stop emailing you…. • A reminder of “this is what you told us” via survey
TEST
“We work in the open,
we fundraise in the open”
SHOW AND TELL
MOZILLA’S RESULTS! •26.3% more donors • 21.6% increase in revenue • Same average gift
3. Use them to get MOAR
Facebook Custom Audiences
Facebook Lookalike Modeling
CPA: $1.08
Lookalike Recruitment Searching for prospects
Land on a donation page! 40% of costs recouped immediately!
CPA
Activists and Donors $1.36
Activist Donors $2.09
Audience Testing Searching for the most beautiful model (not that kind)
4. Keep them
SUPER AMAZING TOP SECRET THING YOU CAN DO TO KEEP YOUR ONE-
NIGHT STAND FOREVER.
WAY LESS VIOLENT THAN ANNIE WILKES.
BUT JUST AS DEVIOUS.
www.mrss.com/lab
Home
Join, Renew, Give Interstitial
Join Renew Interstitial Monthly Donate
Individual Joint
Home
Join, Renew, Give Interstitial
Join Monthly Donate
Individual Joint
Renew Interstitial
Home
Join Monthly Donate Renew
Control Variation
Control
15% less revenue
Variation
Control Variation
27% more revenue
Control Variation
5. Stalk them
Retargeting Who?
✳ Email clickers ✳ Email addresses
✳ New recruits ✳ Recent donors ✳ Lapsed donors ✳ Particular campaign ✳ Inactives ✳ Unsubscribes
✳ Website visitors ✳ Homepage ✳ Donation form ✳ Action ✳ Any section!
✳ Mailing addresses
Search Ads: Retargeting Only bid on ads to your web visitors
Retargeting Email Clickers
Retargeting Email Clickers
20% lift
(net) revenue
Impact
Two major goals:
Massive list growth
Raise all the moneys
Two major decisions:
Buffer zones Birth control
We brainstormed. Zilch.
Brainstormed again. Again and again.
Until it clicked.
SCOTUS is all like:
Tested Facebook paid promotions to lookalike audience.
NOTORIOUS RBG FTW.
Retargeting: Rapid Response
Display & Facebook Retargeting
Impressions 1,486,753
Ad Spend $918.75
Direct Revenue $573
View-Through Revenue $18,274
Results
Recruited:
27,138
Raised: $20,473+
Ad response rate
2.52%
CPA $0.37
ROI > 200%
Total signatures:
193,936
Total raised: > $600,000
Samuel Alito:
Total jerk
Spent: $10,000
6. Track them
Paid Advertising Results
� Spent vs. Raised � Total Spent, 2006 - 2012: $570,934 � Total Raised from Unrestricted Gifts: $1,752,335 � Total Raised from Restricted Gifts: $1,347,924 � Overall Dollar Raised per Dollar Spent: $5.43
� Donor Recruitment
� New Donors: 10,994 � Offline Donors Brought Online: 1,427 � Cost to Acquire a New Donor: $52.70
ROI: CY06 Joins
$21.93 $19.80
$13.06
$5.42 $5.35 $4.18 $4.17
$0.52 $0.14 $0.00
$5.00
$10.00
$15.00
$20.00
$25.00
Unrestricted Restricted ROI: Dollars Raised / Dollars Spent
ROI: CY07 Joins
$10.93
$6.04
$4.12
$0.00 $1.00 $2.00 $3.00 $4.00 $5.00 $6.00 $7.00 $8.00 $9.00
$10.00 $11.00 $12.00
Democrats.com Alternet Care2
Unrestricted Restricted ROI: Dollars Raised / Dollars Spent
ROI: Dollars Raised / Dollars Spent
ROI: CY08 Joins
$8.93 $7.39
$3.07 $2.74 $2.35 $1.81
$0.29
$0.00 $1.00 $2.00 $3.00 $4.00 $5.00 $6.00 $7.00 $8.00 $9.00
$10.00
Unrestricted Restricted
ROI: Dollars Raised / Dollars Spent
ROI: CY09 Joins
$4.37
$3.42
$0.00
$0.50
$1.00
$1.50
$2.00
$2.50
$3.00
$3.50
$4.00
$4.50
$5.00
Care2 Change.org
Unrestricted Restricted
ROI: Dollars Raised / Dollars Spent
ROI: CY10
$1.54 $1.52
$1.04
$0.61 $0.61 $0.55
$0.28 $0.24 $0.24 $0.19 $0.10
$0.00 $0.20 $0.40 $0.60 $0.80 $1.00 $1.20 $1.40 $1.60 $1.80
Unrestricted Restricted
ROI: Dollars Raised / Dollars Spent
ROI: CY11 Joins
$1.65
$1.07
$0.61
$0.00
$0.20
$0.40
$0.60
$0.80
$1.00
$1.20
$1.40
$1.60
$1.80
Democrats.com Change.org – Unwrapped Change.org
Unrestricted Restricted
(Special Program)
ROI: Dollars Raised / Dollars Spent
$0.95 $0.77
$0.00
$0.10
$0.20
$0.30
$0.40
$0.50
$0.60
$0.70
$0.80
$0.90
$1.00
eMiles Change.org
Unrestricted Restricted
ROI: CY12 Joins
ROI: Dollars Raised / Dollars Spent
$3.32 $2.70
$5.12
$2.74
$0.47
$2.28
$1.07 $0.50 $0.62
$7.14 $6.82
$5.13
$1.38
$0.00 $1.00 $2.00 $3.00 $4.00 $5.00 $6.00 $7.00 $8.00
0-12 months 12-24 months 24-36 months 36-48 months
Unrestricted ROI of Repeat Vendors: 60+ months
7. Inspire them
h.p://bit.ly/Care2_outlook2015&
Justin Perkins [email protected]!@elperko!
Madeline Stanionis Principal,[email protected]!@mstanionis!
