A joint presentation with Holly Wagg from Good Works and Nicola Leckie from the Cornell Lab of Ornithology at NTEN, Washington, DC, March 2014.
No matter the size of your fundraising shop (small, medium, or large), email levels the playing field. Email is a single touch point in your online program, and we're going to focus on what has worked (and failed to work) to build your new supporter pipeline and boost the conversion rate for each and every fundraising email you send. This is an interactive dialogue kicking off with two case studies of email programs in action from The UN Refugee Agency Canada and Cornell Lab of Ornithology.
What participants will learn:
1) How to use inbound marketing strategies such as organic search and google grant traffic to build your list (we increased our file by 56%).
2) How to grow an integrated email program with the goal of making it the biggest slice of your direct response pie (email revenue has increased by 50% in 2014
Enhancing Indigenous Peoples' right to self-determination in the context of t...
Email Matters - Two Case Studies from Acquisition to Conversion
1. Email Matters –
Two Case Studies From
Acquisition to Conversion
#14NTCemail
Nicola Leckie, Cornell Lab of Ornithology
Holly Wagg, Good Works (The UN Refugee Agency Canada)
5. Facebook Ladder of Engagement
Slide 4Email Matters
Become aware of your cause when friends talk about your page
Donate for the first time via email
Advocate and/or join your email list
Continue engaging and like your Page
Like, comment on, and share your updates
Share their donation
6. All About Birds Ladder of Engagement
Slide 5Email Matters
Googled “screech owl” and landed on the AllAboutBirds.org species
account
Saw a picture, maybe listened to the owl call, then left
7. Inbound Marketing to build your list
Slide 6Email Matters
Web Visitors Leads w/ email Donors
• It’s all about email capture and turning anonymous traffic into
names
• Create lead capture opportunities based on what visitors are
looking for…pull them in for more information
11. Google Grant
Nonprofit edition of AdWords
• Originally, we used our grant to drive traffic
• Now, we use the grant to drive lead capture
• This increased our email capture conversion rate from 0.2% to 5.98%
Slide 10Email Matters
12. Inbound Marketing: Lead Nurturing
Lead nurturing emails, triggered by filling out a form:
• Immediate - thank you email
• 3 days later – More Owl Sounds, Macaulay Library “Voices of North
American Owls”
• 6 days later – NestWatch Build an Owl Nest Box, YouTube Eastern
Screech Owl and Barred Owl videos
• 12 days later – Invitation to Join the Lab
Monthly:
• New leads are added to monthly eNews
• New leads with mailing address receive direct mail membership offer
(our online leads are 22 times more likely to respond to direct mail
acquisition offers than traded lists)
Slide 11SESSION TITLE
14. All About Birds Ladder of Engagement
Slide 13Email Matters
Google “screech owl” and land on the AllAboutBirds.org species
account
May receive direct mail
Begin receiving monthly eNews and email
solicitations
Learn more about the Lab through triggered
emails
See offer to download owl sounds in exchange for email
address
Donate/Join for the first
time via email or direct mail
15. Year One Results
• Increased our email file by
56%
• Doubled online fundraising
over prior year
• 54% of online revenue was
in response to email
solicitations
• Average “sales” cycle – 78
days from lead to donor
Slide 14Email Matters
18. Merlin lead nurturing
• Day 1 – Thank you and share Merlin
• Day 5 – Four question survey
• Day 10 – Help us build more tools like Merlin
Slide 17Email Matters
19. After two months
• 50% of app users are new email addresses into our database
• 9% of the new leads are coming from Facebook paid ads
– Through the custom audience tool, we’re using our eNews list as a
suppression for targeting
– We have a very modest $5,000 budget
– $1.24 per email address (would be lower, but we’re getting lots of
likes/shares/comments)
• 0.3% lead to donor conversion through the lead nurturing
• Of the donors, 67% are new to file
Slide 18Email Matters
46. What did you think?
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