finding (and keeping)

monthly donors online

17th May, 2013

who is this guy?

jonathon grapsas

flat earth direct

@jonathongrapsas

finding and keeping RG’s online

• where to find them

• some acquisition hooks

• how to look after them

• one last time

feeding the funnel

finding and keeping RG’s online

• where to find them

cold prospects

• cold

• warm

• tepid

• search

• social (advertising)

• eDM

warm prospects

• cold

• warm

• tepid

• cash to RG

• event

donors/participants

tepid prospects

• cold

• warm

• tepid

• web re-targeting

• online activists

• survey responders

• facebook fans

• behavioral display

finding these guys

retargeting: lapsed prospect reactivation

tepid: online activists

Care2 Petition Page

Care2 Email to Members

tepid: online activists

tepid: survey leads

tepid: facebook fans (via posts)

finding and keeping RG’s online

• where to find them

• some acquisition hooks

something small something bigger

something small, then something

bigger

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incentives: what’s in it for me?

tepid is better than cold

Source New Regular

Givers Target Actual*

Petitio

n

Signer

s

Cost

5 Year

RG

Income

5

Year

RG

ROI

Cold Google

AdWords 4 3 158 $8,656 $3,184 0.37

Cold Facebook

Ads 7 28 1,539 $15,978 $31,018 1.94

Tepid Email

Prospecting 116 79 3,396 $27,262 $87,263 3.20

above the fold

show me eyes (need)

what do you really want?

what do you really want?

make it easy

online recruitment: what to expect

Charity New

RG’s Cost Yr 1 $ Yr 5 $ Yr 1 ROI Yr 5 ROI CPA

Charity

A 60

$43,25

2

$20,0

82 $64,14

6 0.46 1.48 $721

Charity

B 110

$60,89

2

$30,2

44 $127,4

49 0.50 2.09 $554

Charity

C 48

$21,50

8

$24,7

68

$123,8

40 1.15 5.76 $448

online recruitment: hidden gold

Charity New

RG’s Cost Yr 1 $ Yr 5 $ Yr 1 ROI Yr 5 ROI CPA

Ave 5

year

net

value

per RG

Charity A 60 $43,252 $20,082 $64,146 0.46 1.48 $721 $348

Charity

B 110 $60,892 $30,244 $127,449 0.50 2.09 $554 $605

Charity

C 48 $21,508 $24,768 $123,840 1.15 5.76 $448 $2,132

finding and keeping RG’s online

• where to find them

• some acquisition hooks

• how to look after them

• one last time

reaffirm, quickly (& ongoing)

mobile friendly (easy)

we love you: what do you think of us?

on the inside track

make it about me: not you

balance the ‘need’ with the ‘wins’

finding and keeping RG’s online

• where to find them

• some acquisition hooks

• how to look after them

• one last time

getting digital recruitment rocking

• prospect data: tepid is best

• something small, then bigger

• incentives: what’s in it for me?

• be clear, make it easy

• get the follow up right

getting digital retention rocking

• think mobile

• easy, rich, regular

• look, listen, touch and feel

• surprise and delight

• keep asking

thank you

Jonathon Grapsas - jonathon@flatearthdirect.com

@jonathongrapsas flatearthdirect.com