making campaigning count 1 - swissfundraisingday · making campaigning count... 7 peta france...

making campaigning count... 1

Email marketing: Determining Success Swiss Fundraising Day 2012

7 Jun 2012

Originally: Martina Heeb [email protected]

Twitter: @fairsay [email protected]

@fairsay [email protected] 2

Who am I?

•  Was Oxfam GB’s first eCampaigning manager from 2001-4

•  Founded FairSay in 2004

•  I have worked with a wide variety of campaigns and organisations

•  Now based in Switzerland (and learning German s l o w l y)

Experience with •  Oxfam •  Greenpeace •  Amnesty •  WWF •  NSPCC •  Macmillan •  IFAW •  Save the Children •  Action Aid •  Which •  Rethink •  etc…

Aim and agenda

Aim: you improve you knowledge to evaluate and optimize your email marketing activities.

1.  Basic emailing best principles 2.  Key performance indicators necessary for a

meaningful analysis 3.  Workshop: case study

Focus: email marketing for fundraising



Key performance indicators

1. Depends on what your objectives are 2. Depends what your model is

Start with your goals and work backwards Focus: email marketing for fundraising


@fairsay [email protected]

Email marketing: basic model

5


Email marketing: phone model

6


Key: ask ONE thing at a time



Email gets a response quickly

Daily Campaigning Site Visitors

0200400600800

100012001400160018002000

Wed 01

/02/20

06

Wed 08

/02/20

06

Wed 15

/02/20

06

Wed 22

/02/20

06

Wed 01

/03/20

06

Wed 08

/03/20

06

Wed 15

/03/20

06

Wed 22

/03/20

06

Wed 29

/03/20

06

Wed 05

/04/20

06

Wed 12

/04/20

06

Wed 19

/04/20

06

Wed 26

/04/20

06

Wed 03

/05/20

06

Wed 10

/05/20

06

Wed 17

/05/20

06

Wed 24

/05/20

06

Wed 31

/05/20

06

Day of Week & Date

# Vi

sito

rs

8

People ‘lost’ at every step…

Emailed Open / click

Complete



@fairsay.com [email protected] 10

…so supporter journey is essential

•  Supporter journey: the experience you lead supporters on from first contact to a stable relationship

Atte

mpt

3

(sur

vey?

)

First Contact

Welcome route

Regular supporter

High-involvement supporter

Prim

ary

Ask

Seco

ndar

y As

k

Welco

me

email

Regu

lar e

mails

Re-activation route

Cham

pion

/

amba

ssad

or

Lapsed Supporters

Atte

mpt

1

Atte

mpt

2

Rem

oved

@fairsay.com [email protected] 11

Split (A/B) testing matters

Do split testing and analysis with every emailing – and act on the lessons learned

‚ #‚ # ‚ #‚ #

‚ # ‚ #

‚ #‚ # ‚ #

‚ #‚ # ‚ #

Ope

n Ra

te

Click-

thro

ugh

Rate

Ope

n:Cl

ick

Rate

Part

icip

atio

n Ra

te

Acqu

isiti

on R

atio

Su

bscr

ibe

Rate

Remember ‘mobile internet’ trend

•  1 in 5 people now check email on a mobile phone

•  Represents 15-20% of opened emails

•  Mobile friendly email and webpages are now critical



Key performance indicators

1.  Depends on what your objectives are! 2.  Start with your goals and work backwards

3.   For fundraising: a.  Amount donated b.  Average donation value c.  Response rate d.  Proportion new vs. lapsed donors vs. current donors e.  Email indicators:

i.   Progress: Open rate, Click rate, Click-to-open ratio ii.   Churn: bounce, unsubscribe, suppression, no ‘pulse’


Compare with YOUR past results


Ope

n Ra

te

Click-

thro

ugh

Rate

Click:

Ope

n Ra

te

Com

plet

ion

Rate

Acqu

isiti

on R

atio

Subs

crib

e Ra

te

14

…and with sector benchmarks



But don’t let them limit you


What is the value of each indicator?

Indicator What does it reveal? Open If you got they saw it and were interested Click If they read it and were willing Click:Open Effectiveness of email to convince people to click Convert If they donated Avg. Value What the average donation value was % lapsed Ability to re-engage lapsed supporters % new Ability to attract new supporters % existing Ability to get more from existing supporters


Case: Resuscitating lapsed donors via email PETA France Courtesy of Engaging Networks www.engagingnetworks.net

@engagingnetwork www.EngagingNetworks.net


PETA France

22,000 Total supporters 21,000 Non-donors largest segment 1,000 Donors (members) Online fundraising and activism hosted on Engaging Networks platform Supporter base had never been targeted with email fundraising ask

@engagingnetwork www.EngagingNetworks.net 19

Seals appeal email

First in a series of 4 ‘asks’ around seals This version of an email is a donation ask Email included either donation ask or campaign ask depending on segment If supporters were sent to the campaign action first, they were automatically redirected to a donation page on completion There were even segments within segments!


So, what were the segments?


segment profile number

donor: lapsed Given once, never again 512

donor: moderate 0-24 months / 0-99 € 552

donor: high 0-24 months / 100-200 € 20

activist: lapsed 12 months / 0 actions 12,668

activist: inactive 12 months / 1-3 actions 5,404

activist: moderate 12 months / 4-6 actions 532

activist: super 12 months / 7+ actions 2,356


The donation landing page

pre-populated landing pages with basic supporter details copy (not branding) referenced seal campaign in some segments single gift ask with low suggested amount for lapsed donors and activists. Higher gift ask for high level donors


The donation response?


segment click through response

donor: lapsed 10.83% 1.17%*

donor: moderate 20.86% 1.99%

donor: high 25.00% 5.00%

activist: lapsed 4.74% 0.13%

activist: inactive 12.82% 0.32%

activist: moderate 30.07% 0.75%

activist: super 25.95% 0.81%

How much money was raised?


segment average amount € gross €

donor: lapsed 28.33 € 170.00 €

donor: moderate 20.91 € 230.00 €

donor: high 150.00 € 150.00 €

activist: lapsed 25.29 € 430.00 €

activist: inactive 18.44 € 295.00 €

activist: moderate 25.00 € 100.00 €

activist: super 26.84 € 510.00 €


What was learnt?

•  Correlation between level of activism and response rate, the more active the campaigner, the better the response rate.

•  Same for donors too.

•  Lapsed donors gave on average more than any other segment. Why?

Lapsed donors significantly more likely to donate if asked to take campaigning action first then donate


Critical for success

1.  segmentation: sending an email with content unique to the profile of the recipient will make a significant difference to click through and page conversions

2.  segmentation: same as above but applied to donation landing page (e.g. average suggested gift is 20% higher that their last single gift)

3.  mobile optimisation: so much email is read now on a mobile phone, the landing donation page should be able to render content optimised for mobile (goes without saying that the same applies to email coding)

4.  special flavour campaigns: branded campaigns can be extremely successful versus nice email linked to generic donation page


Experience from Care2.com

•  Have 19 million members who support a wide range of issues. 15,000 Swiss e-alert subscribers.

•  NGOs pay to have their campaign promoted via email to their members

•  Key finding over the last 12 years: 2-step conversion to donors works best: 1.  Email people to participate in action campaigns 2.  Ask for donation once they have taken action

Benefit: prioritises lead generation then time to convert

@Care2 www.Care2.com | www.FrogLoop.com 27


Some indicators from Care2

•  Conversion: 2-3% of campaigning email leads into donors in first 2 years, gradually more beyond that – sometimes to 5 or 10%.

•  Lifetime: 5-6 years (anecdotal) •  Average value: depends on sector. In US:

–  $62 average across sectors –  $53 for Environmental NGOs –  $148 for Development NGOs –  $88 for Human Rights NGOs –  $47 for Animal Welfare NGOs –  source: www.e-benchmarksstudy.com


Email alternatives: phone

•  Convert online signup to monthly donors: 6-8%

•  Called within 24 hours of first action

•  Successfully used in Spain, UK, Canada, USA, etc. by groups like CIWF, Greenpeace, Amnesty, Humane Society International, etc.



Questions? Comments?

Learn more at •  Join the eCampaigning Community: fairsay.com/ecflist •  Attend eCampaigning forum Europe (in Austria) Nov 7-9

fairsay.com/ecfeurope •  Engaging Networks’ eCampaigning Ideas Guide:

www.engagingnetworks.net/resources/e-campaigning/ •  FairSay Blog: http://fairsay.com/blog •  Care2’s Frogloop Blog: http://frogloop.org

–  webinars frogloop.com/webinars –  case studies frogloop.com/case-studies

Contact me: Duane Raymond [email protected] | Skype/ Twitter: fairsay | www.fairsay.com

30

making campaigning count 1 - swissfundraisingday · making campaigning count... 7 peta france...

Documents