5b finding new supporters ao community conference
DESCRIPTION
How do you grow your email list? This priority objective for most organisations will be examined in this session. Justin Perkins, of sponsor agency Care2, will look at the main drivers of ‘new joins’: conversion of website traffic, ‘tell a friend’ functions, capturing data from social networks, widgets, offline event promotion, traditional print and electronic media, online media, and working with partners, and options for paid promotion, and look at ways of comparing cost and effectiveness. The session will also look at retention strategies: why build an email list if you can’t retain the engagement of supporters. Several key technologies in the Advocacy Online platform will also be covered: email triggers, segmentation, conditional content, and the best options for structing data forms in order to maximize conversion.TRANSCRIPT
Are you ready to reach 100,000 supporterstomorrow morning?
Why start now?
The Cost of Getting AttentionTo grow 10,000 people/ month at 3% conversion
=333,333 monthly visitors
=33 Million web impressions from ads or links (at a
click-through-rate of 1%)=
The cost of 33 Million web impressions at a CPM of $10.00, would be $330,000
=The cost per email address would be $33.30
5 Rules of Thumb for List-growth1. Viral is rare (usually)
2. You get what you pay for
3. Email drives online fundraising
4. Be prepared to be lucky
5. Staff time isn’t free, so measure it & compare to other options
Copyright ©2008 Care2, Inc. All rights reserved 04/07/23 6
Paid Recruitment and Ads
• Look before you leap!Goal.
Audience.
Traffic.
Rates.
Resources.
Options for Nonprofit List-growth• Cost Per Lead (CPL)• Co-registration • Chaperoned Emails & Swaps• Banner/ Display Ads• Search Engine Marketing• Guerilla marketing• (Appends to DM list)
Mobile phone list
Social media “friends”
Direct mail list
Email list Phone list
OPPORTUNITY COST =
Better or more profitable opportunities you miss choosing to do something else with your time or money.
$47,000$570
CPA/CPL Advertising
CPA/CPL Advertising•CPA (Cost Per Acquisition or Cost per Action)•CPL (Cost Per Lead)•Highest quality is through niche sites with relevant campaigns.•Net Cost per name ~ $1.00-$10.00+ depends on quality, targeting, quantity
Co-registration (Co-reg)
Co-registration (Co-reg)
•Co-reg – you pay per name. •Usually not a high-quality option unless targeted.•Common tactic of Lead Gen Networks •“Agree to receive emails from our partners”•Net Cost per Name ~ $.01-$100.00+
Banner/Display Ads
Banner/Display Ads
•CPM-based pricing
•CPM = Cost Per 1000 Impressions
•Not recommended unless big budget
•Net Cost per Name ~ $1.50-$100+
PPC & SEM
PPC & SEM•PPC = Pay Per Click usually refers to Google Adwords and the equivalent on Yahoo and MSN
•SEM = Search Engine Marketing (paying for search engine ads)
•Good for targeting, but volume limited
•Net Cost per Name ~ $.75-$100+ (click doesn’t = name !!)
Guerilla Marketing
Social Network Widgets
Guerilla Marketing• All efforts to drive traffic to your website
including link swaps, PR, social networking, blogger outreach, SEO and “viral” campaign efforts.
• Roughly 2-3% of website visitors sign up
• Net Cost per Name ~ $.50-$200+
Budget vs List-Growth Rate vs List Quality
Page 23
Low Quality
High Quality
Slow Growth(<1k/month)
Rapid Growth(>8k/month)
Collecting Opt-ins on your site ($)
Large Targeted Community ($-$$)
Viral Campaigns (priceless)
General Portal($-$$$)
Canvassing/ Events($$)
Co-reg($-$$$)
Targeted List Swaps($)Guerilla Marketing
($$ - $$$)
List Append($)
CPM Advertising($$$)
SEM ($-$$$)
Small Niche Community ($-$$)
Tracking, Tracking, Tracking
Campaign Summary:
Budget: $50,500Actions: 2,483Cost Per Action: $20.34
What does it take to make a paid promotion campaign work? There is no guarantee any one ad or landing page will perform to your satisfaction.
• Test and track results of ad images
• Test and track results ad content
• Test and track results landing pages
Control Your Risk & CostsYou can end up paying $105.63 or more for a single supporter. It’s less risky to maximize sites that guarantee CPL pricing, first.
Copyright ©2008 Care2, Inc. All rights reserved 04/07/23 26
Example of Media Buy Tracking
(Fundraising Goal)
Copyright ©2008 Care2, Inc. All rights reserved 04/07/23 27
Media Buy Tracking (Advocacy)
RETURN ON INVESTMENT (ROI)
=
(Gain from Investment – Cost of Investment)
------------------------------(Cost of Investment)
“If an investment does not have a positive Return On Investment, or if there are other unrealized opportunities with a higher ROI, then the investment should be not be undertaken.”
RETURN ON INVESTMENT (ROI)
Predicting ROI from Social NetworksSocial Networks Aren’t Free…
•a negative 75-95% ROI for fundraising
•~$5.00 per email acquired
•~$7.00 per action taken on emails acquired from social networks
Run the numbers first!
www.socialnetworkcalculator.com
EMAIL$415,000 raised in 1 week
vs.
Facebook Causes$28,000 raised in 1 year
© Care2, Inc.p. 32
Care2’s Approach to Marketing
© Care2, Inc.p. 33
Promotion of Campaigns via email
© Care2, Inc.p. 34
Contextual, Permission-based Recruitment
Permission-based MarketingAfter signing a petition the user is given the option to sign up for your list.
Pledges
Other Campaigns: Surveys & Polls
So you have a list… Now what?
Every Human Needs to…
1. Connect with a group
2. Have voice heard
2. Create and be creative
Tell stories
The Supporter is the Hero
Keep it Personal
Make global problem local
Fulfill the supporter’s needs
Help People Feel Good
© Care2, Inc.p. 47
Nonprofit Marketing Tips & Care2 Info
.com
Justin PerkinsDirector Nonprofit Strategy
[email protected]: @elperko