converting online campaigners into donors - graham covington - engaging networks

12th September, 2012

Institute of Fundraising Digital Conference

Campaigners are Donors

www.engagingnetworks.net

could you use more money for your world changing activism?

fundraising and activism• research tells us that activists and campaigners are often the most

generous donors to charities they support• most often, charities use email emails, direct mail, and other multi-

channel approaches to ask their activists to become donors• Greenpeace UK has been experimenting with the Engaging Networks

platform to convince new and existing activists to donate while they are taking action

• the results have been raising an additional £90,000 for Greenpeace UK over the last few months

http://www.engagingnetworks.net/



Greenpeace UK has always offered activists an option to donate to support their work




what was happening?

things could improve• supporters that clicked to make a donation had to re-enter

all of their data on the donation page• the campaign branding and energy was completely lost

between the advocacy action and the donation page• an extra click often means a ‘click too far’ and conversions

were relatively low• does this mean that supporters did not want to give?




Shell Arctic Campaign: time for integration, innovation and experimentation




what was different with Shell Arctic Campaign?

a few critical changes were made• critically, the campaign brand was carried into the donation

page• options for sharing and a big ‘thank you’ were displayed to

everyone taking the action• the donation form was embedded directly into the thank

you page• supporter data was carried over to the donation page so

that only credit card information was required




campaign actions

%RR Av gift

Total Per Action

fish fight: Princes 28,550 0.05% £26.79 £795 £0.03

fish fight: J West 51,909 0.06% £25.35 £1,386 £0.03

Cairn Petition 7,715 0.30% £19.78 £455 £0.06

Barbie 26,967 0.40% £27.45 £3,717 £0.14

VW Jedi 40,466 0.03% £24.27 £375 £0.01

BEFORE the change, what did Greenpeace UK achieve?




• 28,468 action takes for the Shell Arctic Campaign• 1.23% response rate, representing a 3-4 fold increase• £16.29 average gift• £5,736 total raised• £0.20 per action (50% higher)

can we see the new data?

the results of the change were fantastic




well, that worked well. let’s try it again, again,and again, and.....




campaign actions

%RR Av gift

Total Per Action

KFC 14,955 0.56% £16.67 £1,401 £0.09

iCoal 14,041 0.34% £15 £720 £0.05

Arctic 55,247 1.07% £16.90 £9,970 £0.18

could it still be working?

here are some of the results




• to what extend is ‘been there, done that’ having an impact on supporters that gave in a previous campaign?

• can we isolate new supporters in the data to provide a more equal basis on which to evaluate campaign success?

• what attributes can we apply to a campaign to make ‘like for like’ comparison possible?

• how can these low level new donors be encouraged to donate more regularly and larger amounts over time?

how can we dig deeper?

there is more data to come




what about trying this on with a Care2 petition?

segmenting new supporters• petition sites like Care2

suppress against the nonprofit house file so they collect the names of only new supporters

• after signing the Care2 petition supporters were presented with an embedded Engaging Networks fundraising widget

• 0.3% of the 18,000 opted-in petition signers made a donation



any more innovation?

homepage takeover• the Arctic Emergency takes over the

Greenpeace UK homepage with a focus on direct fundraising appeals and limited options to take action

• web traffic is supplemented with email push to existing supporters

• on the first day, over 1,200 transactions are recorded in Engaging Networks and almost £30,000 raised

• the takeover is continuing today



social anyone?

can you raise money on Facebook?• raising money on Facebook has been remarkably hard for

nonprofits - the latest NTEN benchmark data maintains the trend of fundraising failure

• Peta UK decided to test an Engaging Networks campaigning widget on their Facebook page

• completing the campaigning ask, supporters were connected to a fundraising widget

• how many campaigners would give money?




a tale of two widgets




did Facebook deliver?

success… but not as expected• 1 supporter made a £20 donation after taking action

BUT• of 500 action takers, 140 were opted-in new supporters• email fundraising ‘asks’ were sent to these supporters over 3 months• these supporters generated a 7.1% conversion rate• 30% of the new donors signed up as recurring monthly donors• additional conversion has taken place via direct mail (there has not

been any telephone solicitation)




so what has been learned?

takeaways• the moment at which an activist is committing support to

a specific issue, is an excellent opportunity to present the fundraising appeal in the context of the same issue

• campaign branding and a visual connection between the campaign and fundraising asks maintains the engagement

• make it easy for supporters to donate, or you will leave a lot of money on the table




Save the Arctic




Save the Arctic

Greenpeace’s biggest ever campaign

Aim to sign up 1 million people globally by the end of 2012

Convert 21,400 of these to new regular givers




Soft Launch – January 2012




Main launch – 21st June




Promotion• Emails to current activists• Tell a friend in thank you email• Social media• Videos• Actions• Greenpeace TV• Offline sign ups

• SMS• iPads at festivals




Promotion




Promotion

http://www.youtube.com/watch?v=4XpF04nximI


http://www.youtube.com/watch?v=4XpF04nximI



Promotion - GPTV




Goal reached!


Thank you page

Actions – 47603. Donations - 1365. Conversion rate – 2.86%


Converting leads to donorsSent – 37083

Direct Debits – 184(including reminder)

Cash donations - 60


The power of an emergency


Breaking recordsEmails – 268k

Visits – 11758

Donations - 1879

Total income – £46,891

Direct debits - 93

Find out more by

CONTACTING US

[email protected]

[email protected]


converting online campaigners into donors - graham covington - engaging networks

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