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Advertising for NonprofitsJustin Perkins, Director of Nonprofit Services
Email List Growth CampaignEmail List Growth Campaign
• Care2 sends email alerts to our members, urging them to click through to take an action
• This action is a petition, on food safety. Other actions include pledges, surveys, polls, quizzes, photo contests, etc.
Email List Growth CampaignEmail List Growth Campaign
• This landing page on Care2.com features the action that the member is being urged to take. It includes the nonprofit’s branding, and approved content.
• The contact info captured includes full name, email, street address, state and zip
Email List Growth CampaignEmail List Growth Campaign
• After taking action on the prior page, the user is invited to take the extra step of signing up for your email list.
• The invitation to subscribe includes your logo and a sentence describing the content that they will receive.
Email List Growth Campaigns to Acquire Donor Leads
Two Case Studies
• Animal Welfare Nonprofit ($5 MM/yr budget)
• Environmental Nonprofit ($31 MM/yr budget)
How leading organizations have used Care2 email list growth campaigns as a donor acquisition tool
Results for Nonprofits Results for Nonprofits
• Organization paid $42,800 to Care2 in March 2007 to recruit 19,935 new donor leads, via a permission marketing campaign that lasted two months
• Within 12 months, the organization raised $54,461 from the Care2 recruits, for 27% ROI. After 24 months, total funds from these recruits rose to $94,835, or 122% ROI.
• The ROI has continued to rise. As of Nov 2009, after 30 months, it was 162%.
• In all, 10 percent (1,897) of the original 20K leads have converted into donors; price per actual donor acquired was = $22.56. Average gift from these same donors is now $59.79, so “profit per donor” = $37.23.
List Growth Case Study 1:Donor Lead Acquisition for Animal Welfare OrganizationList Growth Case Study 1:Donor Lead Acquisition for Animal Welfare Organization
Recap of Results:• 20K new leads, of which
1,897 (10%) converted to donors
• Recovered acquisi-tion cost in 9 months
• Spent $43K and got $113K back (162% ROI) after 30 months• “Profit” = $71,000
or $37/donor
• Viral (tell-a-friend) growth is not included here, so actual ROI was even higher
List Growth Case Study 1:Donor Lead Acquisition for Animal Welfare OrganizationList Growth Case Study 1:Donor Lead Acquisition for Animal Welfare Organization
“Profit” After Two Years = $52K
“Profit” After 2 1/2 Years = $71K(162% ROI)
List Growth Case Study 2:Donor Lead Acquisition for Environmental OrganizationList Growth Case Study 2:Donor Lead Acquisition for Environmental Organization
• Profit = $441,826• Profit per donor acquired = $43• Return on Investment = 67%
Care2 Campaign Results for
Nonprofit Org Over 22 Months
A Key PrincipleA Key Principle
• New data proves what we have long suspected: online advocacy and fundraising activities complement and reinforce each other
• SOURCE: Charitable Memberships, Volunteering and Discounts: Evidence from a Large-Scale Online Field Experiment. May 2009, National Bureau of Economic Research, A. Lange, A. Stocking. Sample size = > 700,000 subjects.
• They are seven (7) times more likely to donate, compared to supporters who did not previously take an online action for the organization
• What is special about supporters who take online actions for a nonprofit – such as via pledge or petition campaigns?