festival 2016 - mobilizando um exército digital

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www.captadores.org.br #fes1valABCR Mobilising a Digital Army Strategy, Insight and Innovation from around the world Marcelo Jambeiro & Anna Robinson, Change.org

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www.captadores.org.br.#fes1valABCR.

Mobilising a Digital ArmyStrategy, Insight and Innovation from around the world

Marcelo Jambeiro & Anna Robinson, Change.org

The world’s empowerment platform

www.captadores.org.br.#fes1valABCR.

C H A N G E . O R G

5 MILLION NEW USERS A MONTH

135 MILLION VOICES WORLDWIDE

Why go digital?

www.captadores.org.br.#fes1valABCR.

SCALE4 billion email accounts globally, 1.3 billion on

Facebook and 650 million on Twitter

A highly engaged audience - 71% check their emails as

soon as they wake up in the morning!

COSTReduce telemarketing and face

to face costs

Upfront investment in good CRM and email tools will allow

you to scale with limited increased cost

RESULTSGlobally online giving grew by

13.1% in 2015 - faster than any other channel.

Regular giving online growing at a faster rate than one-off

giving.

Two Approaches

www.captadores.org.br.#fes1valABCR.

“DIGITAL PLUS”Using digital as part of a multi-channel

strategy to drive strong results

Case StudyIndigenous Community Volunteers Australia

“DIGITAL FIRST”Using digital alone - especially email - to drive

strong, highly scalable results

Case StudyPETA Germany

www.captadores.org.br.#fes1valABCR.

Case Study 1Digital multi-channel with

Indigenous Community Volunteers

www.captadores.org.br.#fes1valABCR.

www.captadores.org.br.#fes1valABCR. www.captadores.org.br.#fes1valABCR.

Recruiting Supporters Online

Recruited 500 new qualified supporters per week on Change.org who pledged to close the gap on Indigenous disadvantage in Australia

www.captadores.org.br.#fes1valABCR. www.captadores.org.br.#fes1valABCR.

Thank & Welcome Supporters

First email sent within one week of pledging support thanking them and offering a free thankyou gift.

52% opened the email and 39% clicked through to receive the gift

www.captadores.org.br.#fes1valABCR. www.captadores.org.br.#fes1valABCR.

Optimised Landing Pages

To register for their gift supporters were asked to provide their mailing address and phone number. This opened the door for multi-channel communications.

40% completed this information on the landing page.

www.captadores.org.br.#fes1valABCR. www.captadores.org.br.#fes1valABCR.

Direct Mail

Supporters were sent their gifts [a greeting card pack] immediately.

Mailing addresses were also used for future direct mail appeals.

www.captadores.org.br.#fes1valABCR.

Calling Supporters

Supporters got a phone call after receiving their gifts asking them to become regular donors.

They converted 13% to regular giving with a regular gift of $18 AUD.

www.captadores.org.br.#fes1valABCR. www.captadores.org.br.#fes1valABCR.

Email Fundraising

Supporters who did not donate on the phone were sent a donation ask via email.

40% opened the email, 7% clicked through and 40% converted to one-off donors with an average gift of $25.

www.captadores.org.br.#fes1valABCR.

ICV Results

- 2% of new supporters donated - 91% ROI in 1 year and 159% ROI in 2 years

including all telemarketing and direct mail costs

www.captadores.org.br.#fes1valABCR.

Case Study 2Digital first withPETA Germany

www.captadores.org.br.#fes1valABCR.

THANK YOUR SUPPORTERS

1st email of welcome series

PETA’s first email is sent immediately to new supporters thanking them for signing the petition on Change.org.

OPEN RATE: 49%

CLICK RATE: 26.3%

www.captadores.org.br.#fes1valABCR.

DON’T WASTE TIME

2nd email of welcome series

The 2nd email in PETA’s welcome series, sent 5 days after the first, asks that supporters sign a petition to National Institute of Health to stop experimenting on baby monkeys.

www.captadores.org.br.#fes1valABCR.

ASK FOR DONATIONS

The 3rd email of PETA’s welcome series, sent 7 days after the 2nd email, solicits donations from new supporters with more information about the baby monkey campaign.

3rd email of welcome series

www.captadores.org.br.#fes1valABCR.

ENGAGE, ENGAGE, ENGAGE

The 4th email in PETA’s welcome series, sent 10 days after the 3rd email, circles back to the original campaign against Air France.

4th email of welcome series

www.captadores.org.br.#fes1valABCR.

ASK FOR DONATIONS (again)

The 5th and final email in PETA’s welcome series, sent 10 days after the 4th email, brings up a new campaign topic—the mistreatment of rabbits for wool.

5th email of welcome series

www.captadores.org.br.#fes1valABCR.

PETA Results

- 5.6% of new supporters donated, with an average gift of 25 euros

- Full return on initial investment reached in 3 months

- 200% projected ROI in 1 year

www.captadores.org.br.#fes1valABCR.

Case Study 3Email first, Telephone after with

SOS Children’s Village Argentina

www.captadores.org.br.#fes1valABCR.

www.captadores.org.br.#fes1valABCR. www.captadores.org.br.#fes1valABCR.

Recruiting Supporters Online

Recruited 5000 new qualified supporters throughout the campaign who pledged to close the gap on children access to education in Argentina

www.captadores.org.br.#fes1valABCR. www.captadores.org.br.#fes1valABCR.

Thank & Welcome Supporters

Email sent to supporters before calling them to thank for engaging with Aldeas campaign on Change.org.

28% opened the email

www.captadores.org.br.#fes1valABCR. www.captadores.org.br.#fes1valABCR.

Optimised Landing Pages

www.captadores.org.br.#fes1valABCR.

Calling Supporters

Supporters got a phone call after receiving the Thank You email asking them to become regular donors.They converted 9% to regular giving with a regular gift of $16 USD.

www.captadores.org.br.#fes1valABCR. www.captadores.org.br.#fes1valABCR.

Next: create welcome series to…

ENGAGE, ENGAGE, ENGAGEASK FOR DONATIONS

ENGAGE WITH OTHER RELATED ISSUE

ASK FOR DONATIONS (AGAIN)

…and keep nurturing your supporter base throughout their lifecycle

www.captadores.org.br.#fes1valABCR.

Aldeas Infantiles Results

- 9% of new supporters donated - 434 out of 5000

- Average regular gift USD13.13

www.captadores.org.br.#fes1valABCR.

Leaping the Digital DivideBuilding a digital strategy

www.captadores.org.br.#fes1valABCR.

HIGH CAPACITY TO EXECUTE:• Leadership

knowledge and support

• Digitally skilled staff across whole team

• Established IT infrastructure

• Available budget

CAPACITY

NO CAPACITY TO EXECUTE:• Limited

leadership knowledge and support

• Lack of digital skills amongst staff

• Poor IT infrastructure

• No / limited digital budget

www.captadores.org.br.#fes1valABCR.

CULTURE

DIGITAL IS AN OPPORTUNITY:• Digital first approach• ‘Fail fast and often’ mentality• Agility and flexibility to respond as opportunities

emerge• Commitment to empowering supporters - listening,

engaging and allowing them to lead

DIGITAL IS A THREAT• Give up if first tests do not yield excellent responses• Lack of flexibility to move quickly outside of planning

cycle• Fear of controlling organisation message online• Unwillingness to invest unless results immediately

comparable to existing fundraising channels

www.captadores.org.br.#fes1valABCR.

CULTURE

CAPACITY

LEADERSHIP STYLESUPPORTER

EXPECTATIONSSUCCESS METRICS

PLANNING & APPROVAL PROCESSES

ORG STRUCTUREHR PRACTICESINVESTMENT

IT TOOLS

EXCELLENTDIGITAL

RESULTS

POORDIGITAL

RESULTS

Marcelo JambeiroDirector of Business Development, Latin AmericaEmail: [email protected]