ACQUIRING & ONBOARDINGNew Supporters with Online

Webinar Wednesday 19th March 2014

The cost of acquiring new donors is high and the quality can sometimes be questionable.

Online provides a lower cost option & higher quality.

What we’re going to cover

• The process of Acquisition & Onboarding Online

• Acquiring new supporters

• How you do it online

• Onboarding new supporters• How you do it online

• Measuring success.

Where to start – The process we go through

Planning

1.Who is your Supporter? Where can we find them online?

2.How many people do you need to acquire? Do the numbers

3.Is your organisation digital ready? Systems & processes

Production

4.What story are we telling? Is there a narrative or required sequence?

5.What is the donor journey and timeframe of our onboarding strategy?

Promotion

6.Launch campaign

7.Testing, reporting and optimisation.

Online acquisition

New prospects, supporters and donors

What is an acquisition?

Hierarchy of acquisition (value)

Cost & effort to acquire

Acquisition strategy

Call to Action (meaningful)

Acquire (tell me more)

Pre-qualify for quality

• Past interest – visits to your website (retargeting)

• By behaviour – searches, previous campaign clicks etc.

• Co-registration with & by association to another cause or campaign

• Values match/ sentiment – polls & surveys

• Audience/ demographic profile match.

Online acquisition channels

How we acquire supporters online

Process for online acquisition

Acquisition through other online channels

Conversion & retention Growing but small volume

Brand building & retention

Case Study

The Wilderness Society

Third Party Acquisition

+ Email + Web Content

+ Phone + Survey.

Onboarding new supporters

Engage, welcome, onboard and convert

Prospect

Supporter

ActiveSubscriber

Donor

Repeat$

Member

Conversion funnel

Online acquisition

Onboarding strategy

Onboarding is … can be many things

Acquisition strategy

Welcome

Nurture & relationship building

Conversion process

Upgrade warm up

Retention strategy.

Same strategy, different journey

Onboarding donor journey(Consideration cycle)

0 Day

Day 10 orWeek 16

Onboarding new supporter strategy

Engage, Nurture& Convert.

Then appreciate.

Aware + Consider

Consider

Action

Action/ Donate

Action/ Donate

Continue.

Online communication channels& touch-points

Onboarding communicationtouch-points & sequencing

0 Day +0 +3 +5 +7 +9 +10 +12

Day 10 orWeek 16

Develop a compelling and urgent story in episodes

Onboarding donor journey(Consideration cycle)

0 Day

Day 10Week 16

Case Study

WWF

Engagement campaign (Earth Hour)

+ web content + email + SMS

+ Phone + DM survey + Appeal

Case Study

The Wesley Mission

SMS + Email

Then missed opportunity

Measuring success

It’s not just about the revenue

Tracking & reporting

• Tracking and reporting

• By channel

• Conversion rates

• Retention and revenue over time

• ROI

• Testing and optimisation.

Non-financial success

• Awareness of issues (stories)

• Placing value on non-financial actions and supporters

• Measure engagement• Activity (on websites, opening emails etc.)• Comments (on blogs and in social media)• Shares (in email and in social media + WOM)• Sentiment/ mentions (in social media, to supporter

relations etc.).

Book an Online Acquisition Workshop

Book a half day

Online Acquisition & Onboarding strategy workshop

for your organisation

Use this link to download the program outline

https://je159.infusionsoft.com/app/page/online-acquisition-onboarding-workshop

Half day workshops are $860 andcan include up to 6 people.

$100 will be donated

back to your organisation.

Questions?

Get in touch

Shanelle Newton Claphamshanelle@parachutedigital.com.au0406 691 030@ShanelleOnline

https://je159.infusionsoft.com/app/page/online-acquisition-onboarding-workshop