1. finding (and keeping)
monthly donors online
17th May, 2013

2. who is this guy?
jonathon grapsas
flat earth direct
@jonathongrapsas

3. finding and keeping RG’s online
• where to find them
• some acquisition hooks
• how to look after them
• one last time

4. feeding the funnel

5. finding and keeping RG’s online
• where to find them

6. cold prospects
• cold
• warm
• tepid
• search
• social (advertising)
• eDM

7. warm prospects
• cold
• warm
• tepid
• cash to RG
• event
donors/participants

8. tepid prospects
• cold
• warm
• tepid
• web re-targeting
• online activists
• survey responders
• facebook fans
• behavioral display

9. finding these guys

10. retargeting: lapsed prospect reactivation

14. tepid: online activists

15.  Care2 Petition Page
 Care2 Email to Members
tepid: online activists

16. tepid: survey leads

17. tepid: facebook fans (via posts)

18. finding and keeping RG’s online
• where to find them
• some acquisition hooks

19. something small  something bigger

20. something small, then something
bigger

21.  Preview Your Signature
 Thank You For Signing
 Thank you for opting in to AWL email
alerts. Enter your details here to receive your
calendar.
incentives: what’s in it for me?

22. tepid is better than cold
Source
New Regular
Givers
Target Actual*
Petitio
n
Signer
s
Cost
5 Year
RG
Income
5
Year
RG
ROI
Cold
Google
AdWords
4 3 158 $8,656 $3,184 0.37
Cold
Facebook
Ads
7 28 1,539 $15,978 $31,018 1.94
Tepid
Email
Prospecting
116 79 3,396 $27,262 $87,263 3.20

23. above the fold

24. show me eyes (need)

25. what do you really want?

26. what do you really want?

27. make it easy

28. online recruitment: what to expect
Charity
New
RG’s
Cost Yr 1 $ Yr 5 $ Yr 1 ROI Yr 5 ROI CPA
Charity
A
60
$43,25
2
$20,0
82
$64,14
6
0.46 1.48 $721
Charity
B
110
$60,89
2
$30,2
44
$127,4
49
0.50 2.09 $554
Charity
C
48
$21,50
8
$24,7
68
$123,8
40
1.15 5.76 $448

29. online recruitment: hidden gold
Charity
New
RG’s
Cost Yr 1 $ Yr 5 $ Yr 1 ROI Yr 5 ROI CPA
Ave 5
year
net
value
per RG
Charity A 60 $43,252 $20,082 $64,146 0.46 1.48 $721 $348
Charity
B
110 $60,892 $30,244 $127,449 0.50 2.09 $554 $605
Charity
C
48 $21,508 $24,768 $123,840 1.15 5.76 $448 $2,132

30. finding and keeping RG’s online
• where to find them
• some acquisition hooks
• how to look after them
• one last time

31. reaffirm, quickly (& ongoing)

32. mobile friendly (easy)

34. we love you: what do you think of us?

35. on the inside track

36. make it about me: not you

37. balance the ‘need’ with the ‘wins’

38. finding and keeping RG’s online
• where to find them
• some acquisition hooks
• how to look after them
• one last time

39. getting digital recruitment rocking
• prospect data: tepid is best
• something small, then bigger
• incentives: what’s in it for me?
• be clear, make it easy
• get the follow up right

40. getting digital retention rocking
• think mobile
• easy, rich, regular
• look, listen, touch and feel
• surprise and delight
• keep asking

41. thank you
Jonathon Grapsas - jonathon@flatearthdirect.com
@jonathongrapsas flatearthdirect.com