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Donor Acquisition:A Robust Conversation

Welcome

Regular Giving Acquisition:Digital Leads and Telephone ConversionShanelle Newton ClaphamAshley Rose

Show some leadership will ya!

Why you are here

Your ideal donor

Why were here to get more of the right donors8

A sharp decline: 2014 to now

Why were talking about this because we have seen such a sharp decline9

Maturing marketplace

MonDials experience2013 Australia post to online survey leads2014 Change.org2015 Huge demand, but falling conversion rates2016 Proliferation of agencies and volume

Where do you sit?https://www.surveymonkey.com/r/digital-lead-to-rg

Must be logged into Survey Monkey to see resultshttps://www.surveymonkey.net/analyze/xvbBj5q0UXAf3xogiE7o9k7bh8bML6sxn_2BQRQjUYBhYrFFGBE04dJ7yX72j5rd0RUsername: parachutedigitalPassword: Caeser7811

Why were talking about this

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Hands Up

Who is here because theyve heard lots about Digital Lead to Telephone conversion for Acquisition of regular givers?Is it always for RG? Do you use for cash?Who currently has a RG Acquisition program running using Digital Lead and Telefundraising?Who has tried DLC and has failed? and is looking for ways to make it work?Who has had great success in the past but is struggling to justify the channel now?Who has had great success at one org/ brand and not had the same success at another org/ brand/ industry?Who wants to try it and is looking for data and case studies to make a case for support?Who doesnt believe its a good channel?Who was hoping digital lead to TM was going to be their silver bullet?

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Metaphors galore2012-2014 is looked like a silver bulletWhen something is working, we have a tendency to take advantage and over-use or abuse itBabysittersGenerosityFavourite foods2016 the landscape has changed

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(Y)our role in the mess

The role of DigitalLead qualityOver saturation of marketplace(vendors overselling)Focus on CPL rather than qualityNot enough expertiseCheap & Easy rather than qualityInvestment (in agencies) too high to take on both acquisition & retention in one projectAgencies not accountable for resultsAgencies work on project basis

Lead sources can be low qualityOver saturation of marketplace (vendors selling)Change.orgCare2eGentic/ CohortFocus on CPL rather than qualityNot enough expertise in the marketplaceGoing for cheap and Easy rather than qualityAgencies too expensive to take on both acquisition and retention piece (nurture)Agencies not accountable to results for their strategies (as they cant control situation)

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FundraiserswithinOrganisation

Chasing growth (Howard from Care Australia)Focus on volumeMaking decisions by cost per acquisition rather than retention and attritionNot enough time/ money/ confidence to invest for long enough to make it workTesting mentality, no commitment

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Role of TelefundraisingTechnologyTaking on too muchRight staffThe AskPenetration+Contact rateRules & quality controlsScript alignment to lead captureSay No

Taking on campaigns before they know the proposition/ askWeak script alignment to lead captureNo solutionNo actual compelling askNo urgencyTaking on more work than can handleStaffingDialersReportingAccount managementOpportunity marketplace few quality and experienced suppliersPhone acquisition is not purely mathematical basis- variables in leads- variables in brand/ask- Work back to why results differ

Accountable for results but little input into the donor experience and journey

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Digital Lead to Telephone conversion

Digital Lead to Telephone Conversion

Screenshot examples Big Giveaway

Users register for a database

They continue the supporter must answer Co-reg questions from advertisers. A typical Co-Registration experience

Ask questions about the survey to generate leadsOnline or Telephone?If telephone, what call centre?If online, Who else is on the survey?What questions are they asking?

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Charity specific

Another typical Co-Registration experience

Alex Harding Says: The benefits of co-reg continue to be:- Generally no more than 1% of consumers click Yes to any question these are the consumers that actually want to engage with the related clients- The consumer has requested contact, so there is less likely to be resistance on the related call- No other medium is able to offer charities a similar volume of opt-in leads with a comparable cost23

Co-Registration Questions

Alex Harding says:With the average consumer clicking yes to only 2-3 questions in a survey (considerably less than in the past), the number of questions / charities listed in a grid is simply providing more choice to the consumer, as opposed to flooding the market with the same consumers. This is, in part, due to consumers becoming more savvy regarding their opt-ins, meaning that lead quality will effectively improve for the members that have completed a path before.24

The experience most donors get

If Yes

Welcome packMagazine X 3 times year

+ Tax receiptMaybe appeal

Co-Reg lead grid>Telephone Call(s)Ask (script/ listen)>If Yes > Welcome pack + 3 newsletters a year + tax receipt with askIf No Contact > Try again 4-7 weeksIf No > ?????????????

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The experience some donors get

Organic LeadLanding page, data captureThank you emailEmail onboardingRG Ask

If yes, RG donor journey

ORGANIC lead ask>Thank you Email (from petition/ survey/ lead source)>Telephone Call(s)Ask (script/ listen)>If Yes > Welcome pack + 3 newsletters a year + tax receipt with askIf No Contact > Try again 4-7 weeks>If No > Appeals + monthly e-newsletter/ adhoc emails

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What success can look like

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Where are you getting your leads from?

Lead SourcesFacebookCo-registration/ online surveys (do you know what type?)Leads out of existing DB?Partner organisationsSearchDisplayRemarketing29

Digital media channels (for leads)

FacebookBannersEmailAdvocacy organic vs. paidCo-reg/ online surveys & CompsRemarketingWebsiteContent

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The primary digital lead sourcefor your telefundraising calls

Case Study: Co-Reg leads can = successMetric 12mth Churn201420152016Co-Reg53%50%28%Change.org32%34%NA

Achieved by:Monitor conversion & churn by lead sourceTurn off poor performersCall only multiple online action takersRecycle leads, if active and recent actions

Is Organic the way to go?Is it an either or?

Petition

http://www.bealifesaver.com.au/content/survey/gji5x536

Organic lead source mechanisms

Text UNICEFOxfam NZ for comp https://www.oxfam.org.nz/forms/win-1-2-dick-frizzell-umbrellasValue exchange CanteenCalculator - Garvan

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Organic lead source mechanisms

Pledge White RibbonJoin community Suicide preventionCalculator Garvan https://www.garvan.org.au/promotions/bone-fracture-risk/calculator/

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Case Study:Organic leads = best ROI

Environment Victoria Organic Lead Sources: PetitionMetricOrganic/ PetitionCo-registrationLead sources/ volume 12,02815,563Contact Rate TeleM43%38%Conversion rate9.3%4.2%Cost per Lead (ave)$3.90$2.24Cost per RG Acquisition$283$467RG Retention 3mth/6mth82% / 70%68% / 59%ROI (Projected 12mth) 0.70.4Cash Donors Acquired58832

Started Sept 2015, so numbers include both test and roll-out lists. Current numbers better including 3mth petition retention 89%, co-reg retention 77% Strategy now 80%+ petition and organic leads supplied, moving towards 100%. Co-reg now just balance TM volume

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Environment Victoria organic future

ROI dependent on fulfillment

Lifecycle reporting should be your measure of successConversionInstant sign ups/ Payment ProcessingFirst giftFulfillmentDebit DelinquencyAttritionCash gifts on top.

Tips to find your perfect matchDrop lead sources that dont performBe responsive (to topical issues)Focus on ROI and attrition rather than CPAFocus on quality not quantity.

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How fundraisers convert your leads into your monthly donors

Quality versus QuantityWho do you want to speak with?

DM TM Lead-Gen

Dataphoria / MonDialProfiled Survey Leads

Commercial in confidence 2015Contact 1300 537 787 / info@dataphoria.com.au

They are considerably younger than the average Australian

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A clear pattern showing higher pledge rates for older age groups

Commercial in confidence 2015Contact 1300 537 787 / info@dataphoria.com.au

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Commercial in confidence 2015Contact 1300 537 787 / info@dataphoria.com.au

Age: Response Vs. Pledge:

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Sales and MarketingAre Marketing and Sales the same thing?Are Lead Generation and RG Acquisition by phone the same?

Acquisition of a lead = Survey, Petition, tick, grid, questionConversion of a Lead = the sale or fundraising

Converting a lead requires the following from you to become a DonorThey want to feel goodThey want to feel lovedThey want to feel smartThey want to feel neededThey want to feel importantThey want to belongThey want to see their values in actionThey want to win! (Tom Ahern)

The art of the ask

Motivate Acquisition Calling, well its not easyInform fundraisers about the action/ petition takenIntroductionRapportCase for SupportAskNegotiation

What are your credentials?Will your donor have heard of your solutions?Its not enough to just get supporters angry about the situation

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AMCS Ask (call script)

Training and Motivation

How much time gets spent researching drafting and approval for creative or content?

How many levels of management are involved in this process?

Training and motivating your acquisition team is essential

What is training?

Training is about CHANGE It is about TRANSFORMATIONIt is all about LEARNINGTraining is a PROCESS designed to assist an individual to learn newSkills, knowledge or attitudes54

Telefundraising successOptimise your scriptsWork hard to find case studies with a strong askForm a strong relationship with your Agency account managerFocus on ROI and attrition rather than CPAMake the time to get to know your callers and train the people representing your brand.

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Case Studies Galore.

A great RG acquisition campaign has many moving parts

Plan International:3 month retention by campaignCampaignTenureEnd Child Marriage - 201467%Ebola - 201470%Sponsor a Girl (education) - 201454%Aid Cuts - 201475%Right to food - 201565%Because Im a Girl (Saadatou Parachute Digital) - 201583%

*Data from looking at length of tenure from RG start date and last payment date. Percentages show those with 3 months or more active giving history.

Plan International Australia:Quality matters in maturing marketOct-14Oct-15Nov-14Nov-15Dec-14Dec15Leads193743542431469324413651Cost per lead $$ 3.41$2.57$ 3.78$ 2.67$ 2.29$ 2.47TM Contact rate %47%33%42%28%33%33%Conversion rate %4.29%5.17%4.15%3.47%2.96%3.74%New RG445138402548CPA $$ 512.33$613.55$522.35$ 690.58$ 346.22$477.17

The Wilderness Society:Early adopter, focus on qualityMetric20142016Lead sources/ volume 49,60884,036Contact Rate TeleM65%55%Conversion rate12%+7-8%Cost per Lead (combined)$6.00$3.00Cost per RG Acquisition$320$438RG 12m Attrition38%28%

Save the Fairy PossumStop bulldozing native forests in VictoriaProtect the endangered Fairy (Leadbeaters) Possum, habitat in the Mountain Ash forests outside MelbourneLess than 1,500 Fairy Possums left in the wild.

https://www.wilderness.org.au/fairypossum/story/64

A Fairy Tail

https://www.wilderness.org.au/fairypossum/story/65

Fairy Possum Ask (call script)

New campaigns Cross promotion

Great Australian BightOnesies https://www.wilderness.org.au/campaigns/pilliga-mouse-tiny-huge-importance + Koala: https://www.wilderness.org.au/campaigns/australias-identity-tied-our-amazing-animalshttps://www.dropbox.com/s/psj0of1f6nrvyjd/Screenshot%202017-03-09%2023.13.18.png?dl=0Ethical PaperWorld Heritage Area67

The Wilderness Society- 5 Tips from an early adopterMust call co-reg leads as quickly as possibleBe careful of premium leads (change.org) = good payment rate BUT cost too much (especially when Email leads mandated)Organic leads perform well, but only for recent + multiple online interactions (i.e. petitions, email clicks, etc..)Recycle leads convert well IF you prioritise active supporters (i.e. petitions, email clicks, etc..) Watch the fulfillment rates like a hawk to prevent ROI going down. In 2014 the rate was over 90% 1st debit. Face to Face is around 85% usually.In 2016 the 1st debit rate is almost never above 80%.

Campaign by CampaignFirst debitsRetention and attrition

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Client happy not viable for TM

Lead capture questionThe people who come to Anglicare's Crisis Centres for help are desperate.

They come to us when they've exhausted every other possibility.

Would you like to receive a call and help support Anglicare in the fight against poverty?

YES NO

Below the poverty lineSuccess from Anglicare POVVolume issues for state based orgNot viable for Telemarketing agency volume too lowBatch rather than rolling how does it affect results?Wrong target causes distress on Telephone

Save the Children New Zealand:Long term partnershipsMetric20142016Lead sources/ volume Mth1,5009 - 12,000Contact Rate TeleM40%40%Conversion rate7.5 15%5%Cost per Lead$1.50$2.00Cost per RG AcquisitionUPDOWNRG Cancellation 1st debit19%16%ROI 12 monthlower0.6Cash Donors Acquired20%20%

LearningsLong term partnership with Lead suppliers.Must have multiple sources.Long term partnership with Telemarketing agency (Unity4)From start to end of 2016 saw contact rate drop month on month, conversion rates drop and consistency went down.Can afford more attrition if ave. gift higher.

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There are no silver bullets

So, whats your role in the mess?You as the fundraiser, what do you take responsibility for?

Staying powerLove your fans.

Thank you for being part of this important conversation!