Converting online campaigners into donors - Graham Covington - Engaging Networks

Institute of Fundraising Digital Conference

Campaigners are Donors
12th September, 2012

could you use more money for your world changing activism?

fundraising and activism
• research tells us that activists and campaigners are often the most
generous donors to charities they support
• most often, charities use email emails, direct mail, and other multi-
channel approaches to ask their activists to become donors
• Greenpeace UK has been experimenting with the Engaging Networks
platform to convince new and existing activists to donate while they
are taking action
• the results have been raising an additional £90,000 for Greenpeace
UK over the last few months
www.engagingnetworks.net

Greenpeace UK has always
offered activists an option to
donate to support their work


what was happening?

things could improve
• supporters that clicked to make a donation had to re-enter
all of their data on the donation page
• the campaign branding and energy was completely lost
between the advocacy action and the donation page
• an extra click often means a ‘click too far’ and conversions
were relatively low
• does this mean that supporters did not want to give?


Shell Arctic Campaign: time
for integration, innovation
and experimentation


what was different with Shell Arctic Campaign?

a few critical changes were made
• critically, the campaign brand was carried into the donation
page
• options for sharing and a big ‘thank you’ were displayed to
everyone taking the action
• the donation form was embedded directly into the thank
you page
• supporter data was carried over to the donation page so
that only credit card information was required


BEFORE the change, what did Greenpeace UK achieve?

campaign actions %RR Av gift Total Per
Action
fish fight: Princes 28,550 0.05% £26.79 £795 £0.03
fish fight: J West 51,909 0.06% £25.35 £1,386 £0.03
Cairn Petition 7,715 0.30% £19.78 £455 £0.06
Barbie 26,967 0.40% £27.45 £3,717 £0.14
VW Jedi 40,466 0.03% £24.27 £375 £0.01


can we see the new data?

the results of the change were
fantastic
• 28,468 action takes for the Shell Arctic Campaign
• 1.23% response rate, representing a 3-4 fold increase
• £16.29 average gift
• £5,736 total raised
• £0.20 per action (50% higher)


well, that worked well. let’s
try it again, again,and again,
and.....


could it still be working?

here are some of the results
campaign actions %RR Av gift Total Per
Action
KFC 14,955 0.56% £16.67 £1,401 £0.09
iCoal 14,041 0.34% £15 £720 £0.05
Arctic 55,247 1.07% £16.90 £9,970 £0.18


how can we dig deeper?

there is more data to come
• to what extend is ‘been there, done that’ having an impact on
supporters that gave in a previous campaign?
• can we isolate new supporters in the data to provide a more
equal basis on which to evaluate campaign success?
• what attributes can we apply to a campaign to make ‘like for
like’ comparison possible?
• how can these low level new donors be encouraged to donate
more regularly and larger amounts over time?


what about trying this on with a Care2 petition?

segmenting new supporters
• petition sites like Care2
suppress against the nonprofit
house file so they collect the
names of only new supporters
• after signing the Care2 petition
supporters were presented with
an embedded Engaging
Networks fundraising widget
• 0.3% of the 18,000 opted-in
petition signers made a
donation


any more innovation?

homepage takeover
• the Arctic Emergency takes over the
Greenpeace UK homepage with a focus
on direct fundraising appeals and
limited options to take action
• web traffic is supplemented with email
push to existing supporters
• on the first day, over 1,200 transactions
are recorded in Engaging Networks and
almost £30,000 raised
• the takeover is continuing today

social anyone?

can you raise money on Facebook?
• raising money on Facebook has been remarkably hard for
nonprofits - the latest NTEN benchmark data maintains the
trend of fundraising failure
• Peta UK decided to test an Engaging Networks campaigning
widget on their Facebook page
• completing the campaigning ask, supporters were
connected to a fundraising widget
• how many campaigners would give money?


a tale of two widgets


did Facebook deliver?

success… but not as expected
• 1 supporter made a £20 donation after taking action
BUT
• of 500 action takers, 140 were opted-in new supporters
• email fundraising ‘asks’ were sent to these supporters over 3 months
• these supporters generated a 7.1% conversion rate
• 30% of the new donors signed up as recurring monthly donors
• additional conversion has taken place via direct mail (there has not
been any telephone solicitation)


so what has been learned?

takeaways
• the moment at which an activist is committing support to
a specific issue, is an excellent opportunity to present the
fundraising appeal in the context of the same issue
• campaign branding and a visual connection between the
campaign and fundraising asks maintains the engagement
• make it easy for supporters to donate, or you will leave a
lot of money on the table


Save the Arctic


Save the Arctic
Greenpeace’s biggest ever campaign

Aim to sign up 1 million people globally by the end of 2012

Convert 21,400 of these to new regular givers


Soft Launch – January 2012


Main launch – 21st June


Promotion
• Emails to current activists
• Tell a friend in thank you email
• Social media
• Videos
• Actions
• Greenpeace TV
• Offline sign ups
• SMS
• iPads at festivals


Promotion


Promotion

http://www.youtube.com/watch?v=4XpF04nximI


Promotion - GPTV


Goal reached!


Thank you page

Actions – 47603. Donations - 1365. Conversion rate – 2.86%


Converting leads to donors
Sent – 37083

Direct Debits – 184
(including reminder)

Cash donations - 60


The power of an emergency


Breaking records
Emails – 268k

Visits – 11758

Donations - 1879

Total income – £46,891

Direct debits - 93


Find out more by

CONTACTING US
jonathan@engagingnetworks.net

molly.brooks@greenpeace.org

Converting online campaigners into donors - Graham Covington - Engaging Networks

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Converting online campaigners into donors - Graham Covington - Engaging Networks