Studies have shown that many donors appreciate opportunities to engage with advocacy campaigns, while campaigners are an excellent pool of potential donors. Organisations often set out strategies to specifically grow their number of ‘donor activists’. Jonathan Siddons, of sponsor agency PublicZone will look at some of the key elements of such a strategy. The session will also review a number of tools in the Advocacy Online platform that help groups to segment supporter data, customise supporter communication, and benchmark the success of conversion campaigns.
7. In 2008 NSPCC moved campaigner management from public affairs to to fundraising team, creating a significant increase in fundraising In Greenpeace UK’s Palm Oil campaign over 10% of existing online activists agreed to set up a direct debit – compared with 5% of people signed up offline (signed up by volunteers during street campaigning on Nestle) A 2009 American study showed people who had previously supported an organisation online were 7 times more likely to give - National Bureau of Economic Research Advocacy Online’s 2009 e-campaigning review estimated over half of the organisations questioned had databases with 40% of people inactive and only 9% had a strategy for reactivating them Success
