Post on 24-Jun-2020
making campaigning count... 1
Email marketing: Determining Success Swiss Fundraising Day 2012
7 Jun 2012
Originally: Martina Heeb mh@feinheit.ch
Twitter: @fairsay duane@fairsay.com
@fairsay duane@fairsay.com 2
Who am I?
• Was Oxfam GB’s first eCampaigning manager from 2001-4
• Founded FairSay in 2004
• I have worked with a wide variety of campaigns and organisations
• Now based in Switzerland (and learning German s l o w l y)
Experience with • Oxfam • Greenpeace • Amnesty • WWF • NSPCC • Macmillan • IFAW • Save the Children • Action Aid • Which • Rethink • etc…
Aim and agenda
Aim: you improve you knowledge to evaluate and optimize your email marketing activities.
1. Basic emailing best principles 2. Key performance indicators necessary for a
meaningful analysis 3. Workshop: case study
Focus: email marketing for fundraising
@fairsay duane@fairsay.com 3
making campaigning count... 2
Key performance indicators
1. Depends on what your objectives are 2. Depends what your model is
Start with your goals and work backwards Focus: email marketing for fundraising
@fairsay duane@fairsay.com 4
@fairsay duane@fairsay.com
Email marketing: basic model
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@fairsay duane@fairsay.com
Email marketing: phone model
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Key: ask ONE thing at a time
@fairsay duane@fairsay.com 7
@fairsay duane@fairsay.com
Email gets a response quickly
Daily Campaigning Site Visitors
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Day of Week & Date
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People ‘lost’ at every step…
Emailed Open / click
Complete
@fairsay duane@fairsay.com 9
making campaigning count... 4
@fairsay.com duane@fairsay.com 10
…so supporter journey is essential
• Supporter journey: the experience you lead supporters on from first contact to a stable relationship
Atte
mpt
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(sur
vey?
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First Contact
Welcome route
Regular supporter
High-involvement supporter
Prim
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Ask
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Welco
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Regu
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mails
Re-activation route
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amba
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Lapsed Supporters
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Rem
oved
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Split (A/B) testing matters
Do split testing and analysis with every emailing – and act on the lessons learned
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Remember ‘mobile internet’ trend
• 1 in 5 people now check email on a mobile phone
• Represents 15-20% of opened emails
• Mobile friendly email and webpages are now critical
@fairsay duane@fairsay.com 12
making campaigning count... 5
Key performance indicators
1. Depends on what your objectives are! 2. Start with your goals and work backwards
3. For fundraising: a. Amount donated b. Average donation value c. Response rate d. Proportion new vs. lapsed donors vs. current donors e. Email indicators:
i. Progress: Open rate, Click rate, Click-to-open ratio ii. Churn: bounce, unsubscribe, suppression, no ‘pulse’
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Compare with YOUR past results
@fairsay duane@fairsay.com
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Click:
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…and with sector benchmarks
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But don’t let them limit you
@fairsay duane@fairsay.com 16
What is the value of each indicator?
Indicator What does it reveal? Open If you got they saw it and were interested Click If they read it and were willing Click:Open Effectiveness of email to convince people to click Convert If they donated Avg. Value What the average donation value was % lapsed Ability to re-engage lapsed supporters % new Ability to attract new supporters % existing Ability to get more from existing supporters
@fairsay duane@fairsay.com 17
Case: Resuscitating lapsed donors via email PETA France Courtesy of Engaging Networks www.engagingnetworks.net
@engagingnetwork www.EngagingNetworks.net
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PETA France
22,000 Total supporters 21,000 Non-donors largest segment 1,000 Donors (members) Online fundraising and activism hosted on Engaging Networks platform Supporter base had never been targeted with email fundraising ask
@engagingnetwork www.EngagingNetworks.net 19
Seals appeal email
First in a series of 4 ‘asks’ around seals This version of an email is a donation ask Email included either donation ask or campaign ask depending on segment If supporters were sent to the campaign action first, they were automatically redirected to a donation page on completion There were even segments within segments!
@engagingnetwork www.EngagingNetworks.net 20
So, what were the segments?
@engagingnetwork www.EngagingNetworks.net 21
segment profile number
donor: lapsed Given once, never again 512
donor: moderate 0-24 months / 0-99 € 552
donor: high 0-24 months / 100-200 € 20
activist: lapsed 12 months / 0 actions 12,668
activist: inactive 12 months / 1-3 actions 5,404
activist: moderate 12 months / 4-6 actions 532
activist: super 12 months / 7+ actions 2,356
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The donation landing page
pre-populated landing pages with basic supporter details copy (not branding) referenced seal campaign in some segments single gift ask with low suggested amount for lapsed donors and activists. Higher gift ask for high level donors
@engagingnetwork www.EngagingNetworks.net 22
The donation response?
@engagingnetwork www.EngagingNetworks.net 23
segment click through response
donor: lapsed 10.83% 1.17%*
donor: moderate 20.86% 1.99%
donor: high 25.00% 5.00%
activist: lapsed 4.74% 0.13%
activist: inactive 12.82% 0.32%
activist: moderate 30.07% 0.75%
activist: super 25.95% 0.81%
How much money was raised?
@engagingnetwork www.EngagingNetworks.net 24
segment average amount € gross €
donor: lapsed 28.33 € 170.00 €
donor: moderate 20.91 € 230.00 €
donor: high 150.00 € 150.00 €
activist: lapsed 25.29 € 430.00 €
activist: inactive 18.44 € 295.00 €
activist: moderate 25.00 € 100.00 €
activist: super 26.84 € 510.00 €
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What was learnt?
• Correlation between level of activism and response rate, the more active the campaigner, the better the response rate.
• Same for donors too.
• Lapsed donors gave on average more than any other segment. Why?
Lapsed donors significantly more likely to donate if asked to take campaigning action first then donate
@engagingnetwork www.EngagingNetworks.net 25
Critical for success
1. segmentation: sending an email with content unique to the profile of the recipient will make a significant difference to click through and page conversions
2. segmentation: same as above but applied to donation landing page (e.g. average suggested gift is 20% higher that their last single gift)
3. mobile optimisation: so much email is read now on a mobile phone, the landing donation page should be able to render content optimised for mobile (goes without saying that the same applies to email coding)
4. special flavour campaigns: branded campaigns can be extremely successful versus nice email linked to generic donation page
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Experience from Care2.com
• Have 19 million members who support a wide range of issues. 15,000 Swiss e-alert subscribers.
• NGOs pay to have their campaign promoted via email to their members
• Key finding over the last 12 years: 2-step conversion to donors works best: 1. Email people to participate in action campaigns 2. Ask for donation once they have taken action
Benefit: prioritises lead generation then time to convert
@Care2 www.Care2.com | www.FrogLoop.com 27
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Some indicators from Care2
• Conversion: 2-3% of campaigning email leads into donors in first 2 years, gradually more beyond that – sometimes to 5 or 10%.
• Lifetime: 5-6 years (anecdotal) • Average value: depends on sector. In US:
– $62 average across sectors – $53 for Environmental NGOs – $148 for Development NGOs – $88 for Human Rights NGOs – $47 for Animal Welfare NGOs – source: www.e-benchmarksstudy.com
@Care2 www.Care2.com | www.FrogLoop.com 28
Email alternatives: phone
• Convert online signup to monthly donors: 6-8%
• Called within 24 hours of first action
• Successfully used in Spain, UK, Canada, USA, etc. by groups like CIWF, Greenpeace, Amnesty, Humane Society International, etc.
@Care2 www.Care2.com | www.FrogLoop.com 29
@fairsay duane@fairsay.com
Questions? Comments?
Learn more at • Join the eCampaigning Community: fairsay.com/ecflist • Attend eCampaigning forum Europe (in Austria) Nov 7-9
fairsay.com/ecfeurope • Engaging Networks’ eCampaigning Ideas Guide:
www.engagingnetworks.net/resources/e-campaigning/ • FairSay Blog: http://fairsay.com/blog • Care2’s Frogloop Blog: http://frogloop.org
– webinars frogloop.com/webinars – case studies frogloop.com/case-studies
Contact me: Duane Raymond Duane@fairsay.com | Skype/ Twitter: fairsay | www.fairsay.com
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