Welcome Aboard - Digital Donor Journeys - AFP Toronto Congress
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Finding the perfect donor match for your charity is hard, even with all the best online targeting. So when you do find a donor who cares about your organisation and cause, you need to onboard them with a digital donor journey to make them feel loved and special.
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Welcome Aboard - Digital Donor Journeys - AFP Toronto Congress
- 1. Welcome Aboard Digital Donor Journeys Shanelle Newton Clapham Toronto AFP Congress November 2017
- 2. Who Am I? Exclusive Not-for-Profit sector ✔ We consult ✔ We educate ✔ We research ✔ We create ✔ We write
- 7. Digital is
- 8. It’s all about integration
- 9. A great donor journey
- 11. Good examples
- 12. Plan your approach. Your donors are worth it
- 14. So, what makes a good digital donor journey?
- 16. Your ideal donor
- 17. Acquisition – Lead Capture How to find new supporters and welcome them
- 19. Petition
- 20. Pledge or Commitment Ask
- 21. A Useful Calculator Annotate Your Screenshot
- 25. Choose your own adventure
- 28. Now to woo your perfect match
- 29. Exercise: Onboarding Story Be Relevant. Evoke Emotion.
- 30. Tell your Story in Episodes
- 32. 2 weeks – 7 touchpoints Donor Welcome/ Honeymoon
- 33. Welcome journey improves retention Campaign Tenure End Child Marriage - 2014 67% Ebola - 2014 70% Sponsor a Girl (education) - 2014 54% Aid Cuts - 2014 75% Right to food - 2015 65% Because I’m a Girl (Saadatou – Parachute Digital) - 2015 83% *Data from looking at length of tenure from RG start date and last payment date. Percentages show those with 3 months or more active giving history.
- 34. Conversion path Onboarding supporters to convert to giving
- 35. 7 HOURS 11 TOUCHPOINTS 4 PLACES The Zero Moment of Truth
- 36. Year 1 Donor Journey Path to conversion
- 37. A Donor Journey Designed to Convert
- 38. Active + Recent = Results Metric 2014 2016 New supporters acquired 49,608 84,036 Conversion to cash 12% 19% Conversion to RG (TM) 12%+ 7-8% RG 12m Attrition (from online lead gen) 38% 28%
- 39. Question: How long should your donor journey be? Well that depends - which donors is it for? How long will it take to build up 11 touchpoints?
- 40. Ideally you want One Donor Journey for all Make RG ask Make RG TM ask
- 41. Use technology to Automate your supporter experience Search is {keyword} dynamic
- 43. Channel roles Each channel and touch-point has a role to play
- 44. How the bloody hell am I going to make this happen?
- 45. Digital media channels (for onboarding journey)
- 46. Each channel has a purpose Each channel has a purpose
- 47. Onboarding digital channels The roles they play
- 50. Retention of donors Regular Givers, Cash Donors and supporters
- 51. The same process you used to convert, also works to retain
- 52. RG Retention Journey Results: 10,000+ new supporters 3,000+ new regular givers 92% first debit success 3% cancellation (in first 4 weeks) 72% donor retention (at Year 1) A Quality RG Acquisition program requires investment in Retention
- 53. Lifetime value & ROI Increasing the average gift per donor And reducing your costs.
- 54. Get more from your committed donors
- 55. Increase the average gift of your RG donors, Improve your ROI
- 56. Grow the value of your donors, Increase your income • Segmentation & relevant asks • Personalised URLs & pre-filled forms • Better CTR +7% • Higher CR +20% • Stronger Ave Gift +$25 • Text “HOPE” to donate • 1 Click donations • Easy RG upgrades. Make it easy for your donors to give to you.
- 57. The landing page content changed by segment and referenced their donor behaviour for current and lapsed donors. Personalised Donation Page a.First name b.Content
- 58. The landing page pre- populated the form with all known information about the donor to make it quick and easy to complete. Personalised Donation Page c. Suggest donation amount d. Pre-filled form
- 59. Cash PER APPEAL Parachute Standard With PURLs Email list size 50,000 50,000 Email OPEN Rate 35% 35% Email Opens 17,500 17,500 Email Click through rate (CASH Ask) 7% 12% Email Clicks 1225 2100 Click to Conversion Rate (Donation) 8% 33% Cash Donations 98 693 Average Gift $105.00 $125.00 Donation Revenue $10,290.00 $86,625.00 4 Appeals per Year Total Donations 392 2772 Total Income $41,160.00 $346,500.00 Income Variance 742%
- 60. It’s all about integration Your donor is Omni-channel Don’t forget 7 | 11 | 4 Conversions, 2nd Gifts & upgrades.
- 62. So what should I take away from today?
- 63. Summary wrap up • Invest time and money into finding your perfect donor match (lead capture) • Integrate your online donor journey with a multi-channel journey. It can stand alone, but donors are Omni-channel • Design a donor journey for your most loyal donor, and re- cut it to work for your casual supporter • Donors that convert are both ACTIVE and RECENT • Increasing lifetime value is easier than acquisition (no shit Sherlock)
- 64. 7 HOURS 11 TOUCHPOINTS 4 PLACES The Zero Moment of Truth
- 65. Invest time & money in Digital donor journeys • $ Revenue – More of it • Get more income from your database • Higher conversion rate (from supporter) • More gifts per donor • Return on Investment – Better quality, lower costs (for RG) • Lower CPA (at least 15% lower than F2F in year 1) • Much better first gift completion rates (300% better) • Higher retention • Break even faster • Efficiency - Make your fundraising channels work harder • Integrate digital touch-points into your traditional programs • Diversification - New acquisition channel • A different type of supporter and donor.
- 66. Staying power = Donor care Love your fans (they deserve it).
- 67. What you should do now? Start mapping out your Welcome + Onboarding journey 1.Create a Donor persona – Stay focused on your donor 2.Analyse what points of the donor journey are important (Donor Voice – Kevin Schulman) 3.Segment your audience, at least at the top level 4.Lead Score your supporters to convert leads 5.Create some new content for the DONOR 6.Invest in Automation (get ahead of the curve) 7.Don’t scrimp on reporting and post analysis.
- 69. Exclusive Not-for-Profit sector ✔ We consult ✔ We educate ✔ We research ✔ We create ✔ We write
Hinweis der Redaktion
- URL for 100 Charity scorecard http://www.parachutedigitalmarketing.com.au/wp-content/uploads/2016/10/Parachute-Digital-Top-100-charities-table.pdf Research Summary Report download http://www.parachutedigital.com.au/research Website Donation Pages Checklist (handout) http://www.parachutedigitalmarketing.com.au/wp-content/uploads/2016/10/Website-Donation-Pages-RESEARCH-Checklist-FINAL.pdf
- Donors are Multi-channel
- Imagine what a multi-channel, multi-layered appeal feels like as a supporter. You receive a direct mail letter with a story telling you about the plight of child soldiers in Africa. The story is told with words and text. Next, you see a direct response TV ad asking people to call, SMS or go online to donate. You remember the letter you received the previous week and make a mental note to donate tomorrow. Three days later, you see a video about child soldiers in Africa that one of your friends has posted on Facebook. You watch the two-minute video and are disgusted by the people who kidnap children and enslave them to a life of rape, murder and pillaging. There is a message at the end with a web address to donate, but you can’t click on it and you get distracted and decide to donate later online. Another week passes, then you get an email from ‘Organisation X’, telling you about child soldiers in Africa. The email has a link to an appeal page and video on Organisation X’s website, with links to donate. You open the email on you mobile phone during your bus commute home from work. Because you have the time, you watch the full seven-minute video documentary with interviews between Organisation X humanitarian workers and the child soldiers, told with subtitles. The children sit there with semi-automatic weapons in their hands, smoking and drinking alcohol at the age of 11. You feel both moved and angry. This time you click the ‘donate’ button and make a donation of $200 to contribute to Organisation X’s efforts to stop children being forced to become mercenaries. It took you one minute and 11 seconds to complete the donation via your phone. The sequencing of channels and the layering of content to expand the story – allowing the donor to explore the issue at their own pace, in their own time – are extremely important here. Each communication further educates the donor about the issues faced. Each channel is on message and supports the messages the donor has already been exposed to. There may be some crossover in the story. The donor may have watched some elements out of order. But it doesn’t matter because each communication is unique and adds value. There is a call to action with every communication, although not all are as easy to immediately action as the online response. Digital fundraising is by no means the hero of this imagined campaign. It’s simply one element of an integrated fundraising strategy, and in this instance, it facilitated payment. This is often the reality – in many cases your digital channels will be the easiest way for donors to make a gift at the moment of inspiration. So, why not make it as compelling and as easy as possible for them to give?
- Ken video 1: http://youtu.be/Txa-XcrVpvQ Video 2 The Breakup: http://youtu.be/E3MT71Vy8_s
- It’s the same journey, regardless of the channel. But donors are multi-channel, so our journey needs to be too.
- Why we’re here – to get more of the right donors
- https://www.plunket.org.nz/nurses/thank-your-plunket-nurse/ https://www.wilderness.org.au/campaigns/bp-has-no-right-risk-bight PETITION CLOSED NOW (so no form to sign)
- Earth Hour WWF - https://earthhour.org.au/register/
- Calculator – Garvan https://www.garvan.org.au/promotions/bone-fracture-risk/calculator/ It’s had a facelift in the last 3 months (July 2017)
- http://petfirstaid.rspcaqld.org.au/1.html?source=webbanner
- https://www.wilderness.org.au/fairypossum/start
- http://gethappy.starlight.org.au/
- Still in development
- https://www.charitymatchmaker.com.au/index.php
- Can be 1 story that has enough episodes. Can be multiple stories. Depends on the assets you have
- Stand alone or work as part of a series – each episode can be delivered through a different distribution channel. Add another layer and new information at each touch point.
- Automate Email communications Schedule social media Create dynamic search creative Send users to a responsive mobile/ web site Customise SMS responses.
- Facebook Banners Email Advocacy – organic vs. paid Co-reg/ online surveys & Comps Remarketing Website Content
- Imagine what a multi-channel, multi-layered appeal feels like as a supporter. You receive a direct mail letter with a story telling you about the plight of child soldiers in Africa. The story is told with words and text. Next, you see a direct response TV ad asking people to call, SMS or go online to donate. You remember the letter you received the previous week and make a mental note to donate tomorrow. Three days later, you see a video about child soldiers in Africa that one of your friends has posted on Facebook. You watch the two-minute video and are disgusted by the people who kidnap children and enslave them to a life of rape, murder and pillaging. There is a message at the end with a web address to donate, but you can’t click on it and you get distracted and decide to donate later online. Another week passes, then you get an email from ‘Organisation X’, telling you about child soldiers in Africa. The email has a link to an appeal page and video on Organisation X’s website, with links to donate. You open the email on you mobile phone during your bus commute home from work. Because you have the time, you watch the full seven-minute video documentary with interviews between Organisation X humanitarian workers and the child soldiers, told with subtitles. The children sit there with semi-automatic weapons in their hands, smoking and drinking alcohol at the age of 11. You feel both moved and angry. This time you click the ‘donate’ button and make a donation of $200 to contribute to Organisation X’s efforts to stop children being forced to become mercenaries. It took you one minute and 11 seconds to complete the donation via your phone. The sequencing of channels and the layering of content to expand the story – allowing the donor to explore the issue at their own pace, in their own time – are extremely important here. Each communication further educates the donor about the issues faced. Each channel is on message and supports the messages the donor has already been exposed to. There may be some crossover in the story. The donor may have watched some elements out of order. But it doesn’t matter because each communication is unique and adds value. There is a call to action with every communication, although not all are as easy to immediately action as the online response. Digital fundraising is by no means the hero of this imagined campaign. It’s simply one element of an integrated fundraising strategy, and in this instance, it facilitated payment. This is often the reality – in many cases your digital channels will be the easiest way for donors to make a gift at the moment of inspiration. So, why not make it as compelling and as easy as possible for them to give?
- Doesn’t matter what the point of acquisition is, you can use an integrated donor journey to onboard them.
- TWS Case Study: 92% of the DLG gifts have completed on their first attempt. This is only around 80% for F2F and Other. Around 10% of the F2F for this FY have cancelled before their first debit. This is only 3% for DLG.
- http://www.parachutedigitalmarketing.com.au/product/digital-fundraising-book-attracting-donors-online/