If you attended bbcon, you'll know that it was 'standing room only' for Cath Hoban's session. The Head of Fundraising for The Wilderness Society took us on an exploration of how a Fairy Possum (along with a kick-ass content and asking strategy) helping them generate an additional $77,011 in e-appeal cash donations from 1,499 new donors. If like many organisations, you're facing a major headwind change in the F2F market, then don't miss Cath's tips for acquiring regular givers online using your Blackbaud technology.

1. Digital Acquisition for Regular Giving
How it compares with F2F and tips for
optimization
Presented by Cath Hoban
National Director of Fundraising
The Wilderness Society

2. The Wilderness Society (TWS)
Background

3. #sharethepassion

4. #sharethepassion
Early Adopters of F2F

5. #sharethepassion
Snapshot – Charity Market Context
Ref: JB Were 2015 Cause Report and 2015 Pareto Benchmarking
• 10 new charities registered in Australia every day
• Average 1 Yr value of regular givers and cash donors decreased
• Cost to income ratio increasing year on year
• Churn of yr1 recruited RG’s increasing year on year since 2009
• Upgrade success declining dramatically from 40% of F2F
recruited RG’s in 2009 to 12% in 2015
• F2F is still the key driver of RG growth
• Women are driving online donations

6. #sharethepassion
Regular Giving Program - TWS
• We have an annual operating revenue of around $12m
(excl bequests)
• Regular Giving comprises 90% of our revenue
• We acquire around 7,000- 8,000 regular givers a year
(net 4,500)
• Average monthly gift between $19 & $31 ($26 for F2F)

7. #sharethepassion
Online RG Diversification Strategy

8. #sharethepassion
Digital Strategic Intent
• Risk mitigation and program diversification
• Maximize opportunities presented by growth in online
• Reduce CPA
• Beat F2F ROI over 5 years
• Pull marketing versus push market of F2F (reduced
churn)
• Build list for cash gifts and advocacy

9. #sharethepassion
Initial Program – launched Oct 2014
• One campaign based on Great Forest National Park
• Creative content development
• Purchased digital leads (email & email and phone) from
petition and variety of other suppliers such as 3rd party co-
registration
• Onboarding via a series of emails
• 2 step with online engagement and telemarketing conversion

10. #sharethepassion

11. #sharethepassion

12. #sharethepassion

13. #sharethepassion

14. #sharethepassion

15. #sharethepassion

16. #sharethepassion

17. #sharethepassion

18. #sharethepassion

19. #sharethepassion

20. #sharethepassion

21. #sharethepassion

22. #sharethepassion
EDM

23. #sharethepassion
Onboarding
General email onboarding journey was created using a series of
engagement pieces including:
• Hook engaging online content: story books, videos, animations etc
• Petitions
• Surveys and polls
• Sharable content asks
• Cash donation asks
• Regular giving ask

24. #sharethepassion
Onboarding – Process Map GAB
Signed Petition
Not Signed
Signed Petition
Donated
Didn't Signed
Donate Petition
Donated
New RG
Voted
Email 1
GAB Introduction
Please Sign Pettion
Landing Page 1
Web Petition
(Optional Mobile Capture)
Thank You Page
Donate & Share Options
Email 1b
Please Sign Pettion
Reminder
Sent Day 2
Email 2
Stop BP Now Theme
Sent Day 3
Landing Page 2
Donation Ask
Email 2b
Donation Reminder
Sent Day 4
Thank You Page
Donate & Share Options
Email 3
BP CEO Topic
Sent Day 6
Landing Page 3
Vote
(Optional Mobile Capture)
Thank You Page
Donate & Share Options
Email 4
Oil Spill Modelling
Sent Day 8
(Only sent to supporters
who didn't donate)
Landing Page 4
Donation Ask
Thank You Page
Donate & Share Options
Email 5
Keep BP Out
Sent Day 14
Landing Page 5
RG Ask
via
Yes / No Poll Widget
Thank You Page
Donate & Share Options
Bridge Email
About TWS
Sent Day 21

25. #sharethepassion
GAB

26. #sharethepassion
Onbarding Examples – EDM 1

27. #sharethepassion

28. #sharethepassion

29. #sharethepassion
Onboarding Cont
Automated email journeys
Phone capture mechanisms on all landing pages
Second asks on thank you emails: Donation/Petition and
Petition/Donation
Escalation and prioritization to telemarketing for more engaged
leads

30. #sharethepassion
Optimization Work
We started off with 1 campaign in late 2014 based on our Great
Forest National Park in Victoria & featured the fairy possum
We now run 3 creative content campaigns across following
channels
• Digital email & phone (high quality)
• Digital – email only (lower quality)
• Recycled leads
• Organic leads
• Website remarketing

31. #sharethepassion
Recycle Leads Program
Second attempt engagement and conversion strategy
for all unpenetrated telemarketing file (either not called
or MAX attempts) are run through alternative campaign

32. #sharethepassion
Organic Leads Program

33. #sharethepassion
Generic Program - Organic Leads
• Insert imbedded content for Koala & Whale??

34. #sharethepassion
Campaign Integration leads - New
Offline leads collected from community
engagement are now being funneled through
onboarding and conversion campaigns

35. #sharethepassion
Results

36. #sharethepassion
Results – Payment success rate
60%
65%
70%
75%
80%
85%
90%
95%
100%
105%
1/05/2015 1/06/2015 1/07/2015 1/08/2015 1/09/2015 1/10/2015 1/11/2015 1/12/2015 1/01/2016 1/02/2016 1/03/2016 1/04/2016
SuccessfulFirstDebit%
Signup Payment Success Rates Over Time
Digital Leads High Quality
Digital Leads Low Quality
Digital Leads Recycle
Digital Organic Leads
F2F Inhouse

37. #sharethepassion
RG Composition by Channel
77%
2%
2%
5% 13%
2013 - 2014 Financial Year - Acquisition
Sources
Face to Face
Internet
Other
Telemarketing
Digital Leads
68%4%
2%
7%
19%
2014 - 2015 Financial Year - Acquisition
Sources
Face to Face
Internet
Other
Telemarketing
Digital Leads

38. #sharethepassion
Results – Churn 12 months
0.4
0.5
0.6
0.7
0.8
0.9
1
1 2 3 4 5 6 7 8 9 10 11 12
PercentageOfPaymentsProcessed
Churn Over 12 Months By Payments Processed
Digital Leads High Quality
Digital Leads Low Quality
Digital Leads Recycle
Digital Organic Leads
F2F Inhouse
Reactivation
Unsol Acquisition

39. #sharethepassion
Results Churn – 24 months
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
1
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
PercentageOfPaymentsProcessed
Churn Over 24 Months By Payments Processed
Digital Leads High Quality
Digital Leads Low Quality
Digital Leads Recycle
Digital Organic Leads
F2F Inhouse
Reactivation
Unsol Acquisition

40. #sharethepassion
Results - ROI
0
0.5
1
1.5
2
2.5
3
ROI @ 12 Months ROI @ 2 Years ROI @ 3 Years ROI @ 5 Years
ROI per Channel
F2F In F2F Outsource Supplier 1 F2F Outsource Supplier 2 DLG Premium
DLG Standard Recycled Leads Organic Leads Tele Reactivates

41. #sharethepassion
ROI on $25 Average Gift
0
0.5
1
1.5
2
2.5
3
ROI @ 12 Months ROI @ 2 Years ROI @ 3 Years ROI @ 5 Years
ROI on average $25 Gift
F2F In F2F Outsource Supplier 1 F2F Outsource Supplier 2 DLG Premium DLG Standard Recycled Leads Organic Leads Tele Reactivates

42. #sharethepassion
Recycled Digital leads Program
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
Signed Petition AND Max
Attempts AND (No Open or
Click)
Signed Petition AND Max
Attempts AND Opened 2 emails
Signed Petition AND Not Called Not Signed Petition AND Max
Attempts AND (No Open or
Click)
Not Signed AND Not Called Signed Petition AND Max
Attempts AND clicked 2 emails
TM Conversion rate

43. #sharethepassion
Added Value of Digital Acq Program
Email list growth
• In the last year we acquired 96,790 new email subscribers to
our email lists
Advocacy value
• Since February 2015, petition forms have generated:
108,448 signatures for our advocacy programs of which
40,445 (37.29%) were new supporters.
• 457 new volunteers

44. #sharethepassion
Change to RG profile
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Total
F2F Recruited
Digital Recruited
Gender of Current RG File
Male Female

45. #sharethepassion
Age of RG File
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Total RG file
F2F Recruited
Digital Recruited
Age Composition of RG's
Under 40 40-60 60 plus

46. #sharethepassion
Added Website traffic

47. #sharethepassion
Additional cash donations to e-appeals
In 2015 we generated and additional $77,011 in e-
appeal cash donations from 1499 new cash donors from
digital lead program

48. #sharethepassion
Key Learnings and Next Steps

49. #sharethepassion
Top Ten Tips
1. Be patient and be prepared to fail
2. Allocate testing budget and don’t jump to fast
3. Petition leads are best
4. Watch creative expenditure and impact on CPA
5. Onboard new supporters
6. Reinforce petition signing at all points
7. Not all data or suppliers are equal
8. Make sure your landing pages are optimized for mobile
9. If you can’t track, it don’t do it
10. Test test test (everything)

50. #sharethepassion
Where to Next
• Average gift optimization to minimum $25 monthly gift across
all digital channels
• Welcome process for online acquired RG’s to reduce churn
even further
• Supporter journey mapping
• Optimizing for better online RG conversion (less
telemarketing)
• Focus on social media conversion & website remarketing

51. #sharethepassion
Thank you.
Questions?