Finding (and keeping) monthly donors online - Jonathon Grapsas
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Finding (and keeping) monthly donors online - Jonathon Grapsas
- 1. finding (and keeping) monthly donors online 17th May, 2013
- 2. who is this guy? jonathon grapsas flat earth direct @jonathongrapsas
- 3. finding and keeping RG’s online • where to find them • some acquisition hooks • how to look after them • one last time
- 5. finding and keeping RG’s online • where to find them
- 6. cold prospects • cold • warm • tepid • search • social (advertising) • eDM
- 7. warm prospects • cold • warm • tepid • cash to RG • event donors/participants
- 8. tepid prospects • cold • warm • tepid • web re-targeting • online activists • survey responders • facebook fans • behavioral display
- 10. retargeting: lapsed prospect reactivation
- 15. Care2 Petition Page Care2 Email to Members tepid: online activists
- 17. tepid: facebook fans (via posts)
- 18. finding and keeping RG’s online • where to find them • some acquisition hooks
- 19. something small something bigger
- 20. something small, then something bigger
- 21. Preview Your Signature Thank You For Signing Thank you for opting in to AWL email alerts. Enter your details here to receive your calendar. incentives: what’s in it for me?
- 22. 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
- 23. above the fold
- 24. show me eyes (need)
- 25. what do you really want?
- 26. what do you really want?
- 27. make it easy
- 28. 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
- 29. 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
- 30. finding and keeping RG’s online • where to find them • some acquisition hooks • how to look after them • one last time
- 31. reaffirm, quickly (& ongoing)
- 34. we love you: what do you think of us?
- 35. on the inside track
- 36. make it about me: not you
- 37. balance the ‘need’ with the ‘wins’
- 38. finding and keeping RG’s online • where to find them • some acquisition hooks • how to look after them • one last time
- 39. 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
- 40. getting digital retention rocking • think mobile • easy, rich, regular • look, listen, touch and feel • surprise and delight • keep asking
- 41. thank you Jonathon Grapsas - jonathon@flatearthdirect.com @jonathongrapsas flatearthdirect.com