Fundraising via campaigning

Glyn Thomas@glynmthomas

Goals• Recruit new activists to email list.• Ensure activists stay engaged.• Encourage activists to make one-off donation.

• Become regular givers.

Strategy• Welcome new people.• Range of online actions.• Email comms strategy – segmentation, testing, reactivation.

• Encourage one-off donations.• Telemarketing.

Outcomes• 277% increase in online actions.• Increased overall donor base by 6%.• Over 1000 new one-off donors.

Care 2 – 2 actions but no

donation

Bankers Anonymous

Facebook – 1 action & one-off donation

Care2 – 3 actions & one-off donation

6.3% 7.9% 10.2% 15.2%

Telemarketing results

1.

1. Segmentation

1. Segmentation• Never made a donation previously

but taken action on food campaign• Never made a donation previously

and not taken action on food campaign

• Previous one-off donor• Regular giver

2. Email is vital• Testing.• Easy to send multiple versions and have multiple strands at no extra cost.

• Range of content.• Automation.

3. Series of online actions• Narrative.• Tailored versions of campaign actions.

4. Lots of opportunitiesto make first donation(without pissing people off too much…)

• Straight after taking online action.• ‘Crowdfunding.’• Tailored versions of financial appeals.

5. Campaigns and Fundraising collaborate

Five key things for fundraising via campaigning

1. Segmentation of all comms2. Email is vital3. Series of online actions - narrative4. Lots of opportunities for first donation5. Campaigns & fundraising collaborate

Or in one word…

Testing