DIGITAL ADS FOR MEMBERSHIP SHOULD NOT BE … IMMC...Membership CPA Total Memberships Membership ROAS...
Transcript of DIGITAL ADS FOR MEMBERSHIP SHOULD NOT BE … IMMC...Membership CPA Total Memberships Membership ROAS...
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DIGITAL ADS FOR MEMBERSHIP SHOULD NOT
BE OPTIONAL
Yoon Lee, M+R || Louise Adler, American Museum of Natural History
M+R
We are communicators, marketers, fundraisers, and campaigners who help causes that inspire people to act. We work exclusively with nonprofits who are alleviating
suffering, fighting for human rights and democracy, dismantling inequality, making art and knowledge
accessible to everyone, and fostering a healthier and sustainable world. Our services include:
DIGITAL FUNDRAISING+ ADVOCACY
DIGITAL ORGANIZING
MEDIARELATIONS ADVERTISING SOCIAL
MEDIA
Some of the other clients we have worked with:
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1st year together: 2x EOY revenue
1st online membership drive together:273% revenue growth YOY
1st 2 years together: 37% growth in online revenue
1st year Annual Fund together:113% revenue growth YOY
The M+R Benchmarks study is an annual, in-depth review of digital data from over 135 nonprofits. It gives you a bird’s eye view of what’s working, what’s
trending, and what’s changing for online fundraising, advocacy, and marketing.
www.mrbenchmarks.com
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Top Line Data
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Top Line Data
Retained donors
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Top Line Data
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Top Line Data
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Top Line Data
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Top Line Data
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Top Line Data
ROAS = Return on Ad Spend
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MEDIA PLANNINGMoving “Up The Funnel”
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MEDIA PLANNINGMoving “Up The Funnel”
Retargeting Membership/
Donation Page Visitors
Re-activation Ads to Lapsed Members
Native Ads Promoting Blog
Content
Facebook Ads to Lookalike Audience
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MEDIA PLANNINGMoving “Up The Funnel”
+ Smaller audience size+ Smaller budget requirements+ Lower CPAs+ Higher ROAS+ Lower % new donors
+ Larger audience size+ Large budget requirements+ Higher CPAs+ Lower ROAS+ Higher % new
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First 3-5 months: Focus on ROI positive, and retargeting/search that will capture future investments
Next: test acquisition strategies, ramping up spend into EOY
Next: Cut what doesn’t work, replace with new things.
Next: Rinse, repeat.
2-3 Vendors
Add 2-3 Vendors
Cut 2-3 VendorsAdd 3-4 Vendors
Cut 2-4 VendorsAdd 5 Vendors
Year 1Year 2
Year 3Year 4
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American Museum of Natural History
FLASHBACK: HOW WE GOT STARTED
GOALS
Increase revenue
Source new members
M+R AUDIT FINDING
Lead with multichannel digital campaigns in new member/donor acquisition
22What did the website look like back then? The Titanosaur was big news!
FOUR MONTH PILOT
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CHANNELACTUAL SPEND
BUDGET
AdWords Search Advertising $40,704 $40,000
AdWords Display Retargeting $9,631 $12,500
Facebook Retargeting $14,148 $12,500
TOTAL $64,483 $65,000
November 2016 - February 2017
TIMING
Capitalize on EOY emails and promotions for general membership, move website visitors and ticket purchasers to convert to members
AND THE RESULTS WERE...
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ROAS$2.96 for Membership$5.46 for All Revenue
REVENUE$154,538 Membership-specific$285,091 All sources (Membership + Ticketing)
RETENTION
FY17 Ads PilotNew
MembersRetention Rate
(through May 2018)
Facebook 31 39%
Google Search & Display
259 24%
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GOAL: Build on past EOY ads successes
HOW: Mirror our email strategy with the $20 discount on membership and a 12/31 deadline
CHALLENGE: Limited budget of $16,000
FAST FORWARD: CALENDAR YEAR END 2018
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HOW DID WE DO?
ANSWER: BIG WINS!100% Click-through attribution; 60% View-through attribution for Facebook
Channel Cost ImpressionsTotal Conversions
Total Conversion Revenue
ROAS CPA
AdWords Search
$9,435 75,623 564 $45,051 $4.77 $16.73
Facebook $6,874 890,080 462 $39,297 $5.72 $14.89
Total $16,309 965,703 1,026 $84,348 $5.17 $15.90
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CYE FACEBOOK AUDIENCES
There are factors.
+ Recency+ Geography+ Loyalty+ Activity
Then there are factors. And combinations of factors.
+ Recently lapsed members within 12 months geo-targeted in the greater NYC area
+ Lapsed within 36 months multi-year members
+ Active member lookalikes in the 5 boroughs
+ Multi-year active member looklikes with no geo-targeting
+ Membership pages site retargeting
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Spend Impressions Member Conv.
Member Revenue
Cost per Mem
All Conv. All Conv. Value
CPC
Child Ticket Buyers (Lookalike)
$1,620.62 256,898 32 $7,625 $50.6 62.6 $8,974.7 $25.8
Retargeting AMNH site
$2,194.93 198,321 33.8 $4,294 $64.9 177 $11,557.6 $12.4
Membership Lookalike – Multiyear
$1,001.67 172,944 13.6 $1,707 $73.6 39 $2,524.2 $25.7
Membership Lookalike – NYC
$960.72 177,930 12.6 $1,670 $76.2 41.4 $3,103.3 $23.2
Recently Lapsed Members
$442.19 35,769 43 $5,951 $10.3 51 $6,089.6 $8.7
Lapsed Members $182.42 16,966 6 $828 $30.4 7 $858 $26.1
Cart Abandonment $271.87 13,148 23 $2,940 $11.8 63.8 $5,093.9 $4.3
CYE FACEBOOK RESULTS
Two things to consider: Member Conversions and All Conversion Revenue
Just showing ads to site visitors brought in the most additional revenue
ROAS for these cart abandoners was incredible - $18.74 per dollar spent. Cost to acquire a members was the lowest.
Lookalike audiences are the least connected - no recorded transactions or interactions.
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December 13-31
Restricted geo targeting to NYC
+ Initially showed a high CPA, but overtime it improved.
Added groups targeting historically high-performing cities and counties
+ These were the most successful ad groups for membership CPA.
Keywords like, “things to do with kids” and “+kid +museum” had good engagement (CTR 6.83%) but no memberships.
CYE GOOGLE ADWORDS SEARCH
TOP ADS FOR MEMBERSHIP
TOP ADS FOR CONVERSIONS
How this works all year round for museums
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MARCH 2019: The first, big, new exhibition in a year on a very popular topic!
CHALLENGE: Limited budget of $9,500
APPROACH: M+R recommended a spend focused on strong performers, with a small budget for trying a new tactic...
NEW EXHIBITS
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90% Tried and True
10% Fresh and NewWHAT WORKED?
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AND THE RESULTS WERE...Tremendous.
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WHAT DIDN’T WORK
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MEMBERSHIP CAMPAIGN
JUNE 2019: Celebrate 150th anniversary with a special membership discount
CHALLENGE: No member preview days. Budget of less than $5,000
APPROACH: M+R recommended spending on what worked so well for T.Rex: Facebook and Gmail.
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Gmail offers! Membership ROAS = $3.27
WHAT WORKED?
How this works all year round for museums
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AND THE RESULTS WERE...
Cost ImpressionsMembership
CPATotal
MembershipsMembership
ROASMembership
Revenue
Facebook $3,000 437,266 $84 36 $2.06 $6,181
Google Display (Gmail)
$1,848 92,258 $77 24 $3.27 $6,048
Total $4,848 529,524 $81 60 $2.52 $12,229
TAKEAWAYS
Lookalike audiences on Facebook still have great potential - but we need the budget!
With small budgets, our focus has to be on lower-hanging fruit, but that means we are leaving those new acquisitions behind.
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FALL MEMBERSHIP CAMPAIGN CALENDAR YEAR END 2019
FINISHING 2019 - WHAT’S NEXT?
M+R recommends expanding ads to
include Search
Double the budget from 2018
Playful illustrations over photos
Animated gifs = Videos on Facebook
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PUSHING DESIGN WITH NEW IDEAS
BUILDING OUT THE BUDGET
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BIG PLANS FOR 2020
● Demonstrated success through each of these campaigns over the past 3 years,
● Built the case for a renewed membership ads budget in 2020
● Ads is now part of the monthly operations of the department, like direct mail, telemarketing
● Year-round Membership ads, not just for special campaigns!
● Partnership with M+R and Marketing department with better-aligned goals
HOW WE’LL SPEND IT
Trying new thingsOngoing, sustained investment in ads
allows for testing and innovation
Break the 20% text rule!
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FACEBOOK VIDEO
Overall video cost per
impression is higher for 90% of
organizations but CPA is lower
for 72% of them.
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SNAPCHAT/INSTAGRAM STORIES
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FACEBOOK INSTANT EXPERIENCE
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Cluster Analysis
Cluster analysis is the process of grouping objects in such a way that objects in one cluster are more similar to each other than to those in other clusters.
HIDDEN AUDIENCES
Cluster 1 Characteristics
More likely to be:
• African-American
• Evangelical Protestant
• Ages 25–34
• Household Income $75k–$99k
Less likely to be:
• Married
• Catholic
• Homeowner46
Cluster 4 Characteristics
More likely to be:
• Married
• Parents
• Younger than 65
• Household income of
$150,000 or more
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Targeting Strategy Cost Per Donation Annualized ROAS
LAL Cluster 4 $134 1.03
LAL Cluster 2 $162 1.02
LAL Cluster 1 $109 2.04
New cluster audience test results
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Audience-specific creative (Cluster 4: Parents)
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AUDIENCE TESTING: Membership Renewal Autos
QUESTIONS?
Join our 2020 report! We’re taking new participants now.
mrbenchmarks.com mrss.com