Online and telephone integration
Transcript of Online and telephone integration
![Page 1: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/1.jpg)
20 Quick Ways to turbo-charge your online fundraising and campaigning by combining it with the telephone!
Mike Johnston, HJC and Andrew Bales, Amnesty International Canada
![Page 2: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/2.jpg)
A VIRTUAL TOUR
• A warning about both channels: Obama and Momma’s basement
• We are talking about irritating things!
• Human Moment
• Hormones
• A French Resistance fighter
• Personal Pages, Recorded Messages, Paul McCartney,
• An Amnesty International case study (let’s find our 20 Quick Ways to…)
• Finally, some check lists
• Facebook and Twitter
• The End
![Page 3: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/3.jpg)
The Internet can lead to transformative, collective, and positive change
![Page 4: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/4.jpg)
But the Internet can also lead to individual alienation and isolation…
![Page 5: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/5.jpg)
THE HORMONAL ADVANTAGE OF THE HUMAN VOICE…
• Humans are biological, social creatures• They produce hormones that create feelings
of trust when there are interactions• When someone opens a letter or opens an
email, there are fewer hormone produced• Face to Face• Pregnant mothers
![Page 6: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/6.jpg)
The Human Moment• THE HUMAN MOMENT AT WORK by Edward
M. Hallowell, The Harvard Business Review –
• The human moment has two pre-requisities:
1. people’s physical presence 2. their emotional and intellectual
attention. • Human moments take energy
and that’s why they are often avoided – email.
![Page 7: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/7.jpg)
The Human Moment
• Nature also equips us with hormones that promote trust and bonding:
• Oxytocin / vasopressin• in-person contact stimulates two
important neurotransmitters:• dopamine, which enhances attention
and pleasure, • serotonin, which reduces
fear and worry
![Page 8: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/8.jpg)
The Human Moment
• Carnegie-Mellon study also showed that people who spend time online exhibited:
• increased levels of depression and loneliness
• even when only connected a few hours a week.
![Page 9: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/9.jpg)
HOW TO USE THE TELEPHONE WITH ONLINE...
![Page 10: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/10.jpg)
10© 2010 Convio, Inc.
Peer to Peer
Social Media
Phone
Text
52%
41%
28%
22%
15%
8%
Solicitation Channel Appropriateness (From charities/nonprofits with established relationship)
% say appropriate solicitation channel (rank ordered by very important –blue) TOTAL GEN Y GEN X BOOMER MATURE
84% 87% 89% 82% 76%
77% 77% 79% 74% 77%
65% 76% 69% 60% 51%
47% 69% 60% 38% 17%
42% 51% 42% 39% 34%
23% 38% 25% 16% 13%
![Page 11: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/11.jpg)
The Phone can be irritating…
“The bathtub was invented in 1850 and the telephone in 1875. In other words, if you had been living in 1850, you could have sat
in the bathtub for 25 years without having to answer the phone”
Bill DeWitt
![Page 12: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/12.jpg)
Life’s biggest irritations ( in order, from least bothersome to most bothersome):
• opening milk cartons
• Reaching underneath a light shade to turn on/off light
• muzac
• car alarms
• mobile phones in movie theatres
• voice mail
• drivers who drive slow in the slow lane
• junk mail
• SPAM (junk email)
• Getting a telemarketing call during dinner
Clearly, we are talking about a combination of human interactions that have the potential to really bother people!
![Page 13: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/13.jpg)
The phone (human voice) have power and resonance
“The telephone, which interrupts the most serious conversations and cuts short the most weighty
observations, has a romance of its own”
Virginia Woolf
![Page 14: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/14.jpg)
What is this sound?
hearte3.rm
![Page 15: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/15.jpg)
Power and resonance?
• Jacques Lusseyran• At 16 formed Les Volontaires de
La Liberte• French resistance fighter• Within a year, he led 600 young
men and women• He was responsible for
interviewing, and admitting, every single member of his unit
![Page 16: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/16.jpg)
Power of the human voice
• Jacques believed that the human voice resonated with our thoughts
• It connects to our inner-most feelings and deepest of intentions
• Important for fundraising and campaigning?
![Page 17: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/17.jpg)
What do we mean by the telephone?
![Page 18: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/18.jpg)
The phone and online?
0102030405060708090
100
1 2
Per
cent
age
of G
oal R
aise
d (%
)
1: without call; 2: with call
Percentage of Goal Raised - without and with a call
Percentage of Goal Raised
![Page 19: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/19.jpg)
Further tests…
• A phone test was conducted a second year with online event registrants…
• The test group that received a phone call (2.5 minutes in length) raised $131.42 more than a registrant who did NOT receive a call
![Page 20: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/20.jpg)
Online pledge pages and calling….
Not Called Called $-
$100
$200
$300
$400
$500
$600
$700
$800
$900
$1,000
$722.18
$920.09
Yoga In MotionImpact of Calling Participants
Avg. Revenue Per Participant
Action Taken
Aver
age
Reve
nue
($)
Up 27.4%
![Page 21: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/21.jpg)
High touch…high gift amounts…
• 20 board member pages• $237,534 raised ($143,000
by one board member)• Phone used to stimulate,
manage, and help board members with their personal pages
![Page 22: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/22.jpg)
![Page 23: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/23.jpg)
Proprietary & Confidential 23
Results are Inconclusive
hjc
Average Raised
Including Inactive Participants No Call 1 call 2 calls
$84.01 $187.59 $456.18
Excluding Inactive Participants $140.30 $213.85 $596.54
![Page 24: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/24.jpg)
Proprietary & Confidential 24
Quote from donor survey
“MSF contact was perfect. I received one call that was meant to answer any of my questions and assist me in fundraising. It
was great.”Participant Survey Respondent
The number one rated interaction with MSF was the phone call over the three month campaign!
hjc
![Page 25: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/25.jpg)
A CASE STUDY IN PHONE CONVERSION OF E-ACTIVISTS
Andrew Bales
Amnesty International Canada
Online Fundraising Coordinator
![Page 26: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/26.jpg)
1000 phone calls – 74 monthly donors giving $9.66 every month
CPMD $75.00
Eactivists to Monthly Donors
![Page 27: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/27.jpg)
In 1998, Amnesty International Canada launched a hugely successful 60-minute television program that was attracting hundreds of new monthly donors every month.
THE “PRESIDENT” ASKED YOU TO BE AN AMNESTY MONTHLY DONOR
It was peaceful before the phone started ringing…
![Page 28: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/28.jpg)
INTEGRATION IN ONE-STEP MONTHLY ACQUISITIONINTEGRATION ACROSS ACROSS COMMUNICATION CHANNELS
Phone PrintOnline
![Page 29: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/29.jpg)
COMPETITION
But then along came the multi-channel television universe … and digital tv … and web … and social media. TV dried up
Costs per monthly donor:
1998 - $80 2008 - $300
![Page 30: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/30.jpg)
The problem of attrition
Contact = cancellation
No contact = no activism
![Page 31: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/31.jpg)
Ring … Ring
![Page 32: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/32.jpg)
Amnesty International’s Business & Human Rights campaign
Dora Alicia Recinos Sorto: On her way back from washing clothes in the river last December, Dora was gunned down. She was an environmental activist from El Salvador, who had opposed a proposed Canadian gold mine in her province of Cabañas.
Activists – especially in Latin America – are being targeted, harassed and killed
![Page 33: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/33.jpg)
A Pattern – a solution?
June 2009: Gustavo Marcelo Rivera, a well-known community activist who opposed a Canadian mining project in El Salvador, was kidnapped and killed.
September 2009: Adolfo Ich Chaman, a teacher, was attacked with a machete in eastern Guatemala and shot to death, allegedly by private security guards working for a Canadian mining company.
November 2009: Mariano Abarca was gunned down in Chiapas, Mexico. Mariano was a vocal opponent of a Canadian barite mine near his community.
![Page 34: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/34.jpg)
SEND A FOCUSED MAILING TO BUILD YOUR LIST
http://www.amnesty.ca/updates/speakout/oct09/speakout_oct09.html
![Page 35: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/35.jpg)
Epetition
Phone number: or you can’t start!
Counter: social proof
Comments: priority for calls
Subscribe:for cultivation
More info:legitimacy
http://www.amnesty.ca/urgentappeal/2009/CorpAcct/
![Page 36: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/36.jpg)
Offline-Online integration: the human moment
http://www.amnesty.ca/writeathon/?page_id=1362
urgent
shareable
video
![Page 37: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/37.jpg)
The power of video: the best for the human moment
online...
http://www.youtube.com/amnestycanada#p/a/u/1/nIl7j6z2488
http://www.youtube.com/amnestycanada#p/a/u/1/nIl7j6z2488
![Page 38: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/38.jpg)
Make shareable content
The e-petition …Write for Rights …the video
were all made shareable on facebook, twitter & YouTube
![Page 39: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/39.jpg)
Timing: the key moment to phone…
The oil spill in the Gulf of Mexico created “peak public interest”
It was time to arrange for the phone call
1654 emails, with a phone number- minus a data scrub for good numbers
=1538
- minus recent donors=1339
![Page 40: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/40.jpg)
1 or 2 days prior to calling, an email …
http://www.amnesty.ca/urgentappeal/2010/c300/email/index.html
![Page 41: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/41.jpg)
04/12/2023 proprietary and confidential 41
Secure donation form that builds trust
Monthly donation first
Donor testimonial
Benefits of monthly
Premium
Other: phone giving, email/phone for questions, charity #, secure, clear layout
https://www.amnesty.ca/secure/joinamnesty.ca/
![Page 42: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/42.jpg)
Motivating the callers
Pre-call training
An Amnesty business & human rights campaigner did a training session by phone with the callers.
The script -urgency/need -a hierarchy of asks
1. Monthly donation – any amount (with minimum of $5.00/month accepted
2. Single donation
3. Send a pledge package
4. Go online to learn more (or make gift)
![Page 43: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/43.jpg)
The different constituencies called…
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
18.00%
20.00% 18.50%
8%9%
11%Recent Lapsed Monthly DonorOnline Petition OnlyE-newsletter SubscriberLapsed Single Gift Donor
![Page 44: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/44.jpg)
Results
For CPMD of $75.65
$75 / monthly donor vs. $300 / monthly donor
![Page 45: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/45.jpg)
Bonus: Two part acquisition
strengthens many parts of your organization
![Page 46: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/46.jpg)
1. Set criteria for campaign2. Ask for phone numbers3. Get traffic4. Manage data5. Send email prior to call
6. Sort coding7. Write script8. Training9. Pledge packs10.Assess results
A 10-step checklist for conversion of e-activists
to monthly donors
![Page 47: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/47.jpg)
04/12/2023 proprietary and confidential 47
Key considerations:
Nicevs.
-Pre-call training*-Pre-call email-Online fulfillment-Cultivation-Premiums*a note from our telemarketers!
Necessary-Collect phone #s!!-Good callers-Meaningful campaign-List growth-*Quality list* – nice
![Page 48: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/48.jpg)
Lessons
Phoning is a powerful conversion technique – the human moment
A phone-based strategy forces integration of fundraising & activism
![Page 49: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/49.jpg)
Social Media and the Phone – one cool example!
![Page 50: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/50.jpg)
Greenpeace Chile• Outbound calling for warm leads
– 1,510 calls (May-December 2009)• Inbound calling for warm leads
– 503 people filled the form• Result – 10% conversion
– 193 people converted to paid monthly donors
![Page 51: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/51.jpg)
Fundraising and Mobile...
![Page 52: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/52.jpg)
Gaza conflict early 2009: Save the Children UK run National press campaign - text support for a ceasefire.
Call to action – text CEASEFIRE’ - pass details onto friends and family .
Campaign goes viral - 182,000 people text - petition taken to Downing Street.
All supporters were called on their mobile phones and prior to the call we had no information (name, address, etc) about these prospects.
4.7% converted to monthly giving
![Page 53: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/53.jpg)
One million text “votes” in 51 days.
![Page 54: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/54.jpg)
54© 2010 Convio, Inc.
What do you do with 800,000 new contacts?
You knock down some walls to make room for another channel…
9.65% conversion to monthly giving:
15,388
170,658 called on their mobile
phones
50% converted to monthly giving7.6 million
dollars LTV (over 5 years)
Average gift 3.28 dollars/month
![Page 55: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/55.jpg)
UNICEF Pop Up - Spain
![Page 56: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/56.jpg)
• 25% Positive response• Annual average per donor: 115 euros• 94% monthly donors • ROI 1:2.5
![Page 57: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/57.jpg)
Will the phone do EVERTHING in fundraising in the future?
Let’s make a list of ALL the things the phone will (could) do in fundraising in the future...
![Page 58: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/58.jpg)
Online and the phone will be increasingly important for major gifts and legacy giving
![Page 59: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/59.jpg)
Country Legacies revealed
Legacy leads
Canada 15 103
Canada 22 232
United States 52 164
Mexico 9 1,043
Four Legacy Online Surveys
Of the 1,043 Mexican legacy leads, over 800 volunteered their telephone numbers. What would you do?
![Page 60: Online and telephone integration](https://reader035.fdocuments.in/reader035/viewer/2022062319/5554fd50b4c9051a5b8b481d/html5/thumbnails/60.jpg)
A VIRTUAL CONCLUSION
• The human voice is potent, primal and effective when used PROPERLY • When it is combined with the online channel’s ability to create multi-channel leads, It’s a killer combination• Use it to help personal fundraising pages and events• Use it to convert activists to donors• Use your checklists to make sure both the phone and online are in synch with one another• WE MUST STEP OUT OF OUR OWN SHOES!