Care2 m+r-cultivation-webinar 2015

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&

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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!