Fundraising via campaigning glyn thomas
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Fundraising via campaigning
Glyn Thomas@glynmthomas
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Goals• Recruit new activists to email list.• Ensure activists stay engaged.• Encourage activists to make one-off donation.
• Become regular givers.
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Strategy• Welcome new people.• Range of online actions.• Email comms strategy – segmentation, testing, reactivation.
• Encourage one-off donations.• Telemarketing.
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Outcomes• 277% increase in online actions.• Increased overall donor base by 6%.• Over 1000 new one-off donors.
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Care 2 – 2 actions but no
donation
Bankers Anonymous
Facebook – 1 action & one-off donation
Care2 – 3 actions & one-off donation
6.3% 7.9% 10.2% 15.2%
Telemarketing results
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1.
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1. Segmentation
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1. Segmentation• Never made a donation previously
but taken action on food campaign• Never made a donation previously
and not taken action on food campaign
• Previous one-off donor• Regular giver
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2. Email is vital• Testing.• Easy to send multiple versions and have multiple strands at no extra cost.
• Range of content.• Automation.
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3. Series of online actions• Narrative.• Tailored versions of campaign actions.
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4. Lots of opportunitiesto make first donation(without pissing people off too much…)
• Straight after taking online action.• ‘Crowdfunding.’• Tailored versions of financial appeals.
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5. Campaigns and Fundraising collaborate
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Five key things for fundraising via campaigning
1. Segmentation of all comms2. Email is vital3. Series of online actions - narrative4. Lots of opportunities for first donation5. Campaigns & fundraising collaborate
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Or in one word…
Testing