In this presentation, Shanelle Newton Clapham and Mamta Bhatt will share case studies of Australian charities that have had successful digital fundraising campaigns to acquire new donors to support their organisation and cause, via online channels. That's people making a direct online donation, sometimes a monthly donation, and showing how digital acquisition ROI compares to other traditional channels of donor acquisition.

1. For better quality donors
Acquire Donors Online
For the best ROI
For higher average gifts
For better retention
25 August 2020
Shanelle Newton Clapham & Mamta Bhatt

2. Today we want to talk to you about
how to acquire TOP QUALITY
donors

3. Charities are addicted to donor
acquisition.
Almost regardless of the quality.

4. Fundraising has
a retention problem

5. If we shift our focus
to bring in better
quality donors,
Retention will IMPROVE.

6. Digital fundraising is the answer

7. Digital Fundraising
does NOT mean only

8. Need to expand out of Facebook

9. Be Strategic
There’s more than 1 channel (& website) to use

10. Be Prolific – Expand outside of Facebook
There’s more than 1 channel to target

11. The Pioneers
Proof of concept

12. ACF are
PROLIFIC

13. ACF Always On Digital Acquisition
Lead + Donor acquisition
Coby Hailes
Roberta Atherton
8,300 RGs per year and 50% come from online!
• 12.5% of new RGS convert digitally
• $20-22 ave. gift TM/ $30 month digital RGs
• Re-engagement of leads (active online) has 1.4%
increased conversion on phone than new leads.
• TM RGs retaining at 74% in Year 1
• Digital RGs have higher retention – around 86%
• 2 year ROI is 1:3/1

14. Digital Acquisition = highest ROI
Acquisition Metrics Face 2 Face
2 step Lead
Gen
Direct Online
RG
New RGs 15,000+ 2,000 - 4,000 2,000 - 4,000
Ave Monthly Gift $ $32.00 $22.00 $35.00
Cost per Acquisition $ $400 $275 - $450 $57 - $450
Year 1 Attrition 58% 47% 14 - 26%
ROI Year 1 0.48 0.50 - 0.65 0.80 - 4.5
ROI Year 3 1.78 2.30 2.10 - 5.00+
5 Year Attrition 77% 71% 55%

15. Fred Hollows
Acquiring RGs online
FHF have invested in an ‘Always On’ Direct to RG digital program.
“Digital RGs have THE BEST retention of any acquisition
channel, and a higher LTV than any other channel.”
Simone O’Connor, FHF
Simone O’Connor

16. Fred Hollows
Digital RG Always On
• Average of 453 new RGs per quarter
• 70% NEW donors [first ever gift]
• 30% WARM [existing cash donor, convert to RG online]
• Cost per new RG is about $450
• Ave. monthly gift $34 is higher than F2F and MUCH higher
than Telefundraising converted leads (ave. $22 month)
• Year 1 Retention is 4x better than F2F
Simone O’Connor

17. More proof
Starship Hospital Foundation
Australian Marine Conservation
Foundation

18. Starship – Upgrading
with 2nd Ask online

19. Starship – Upgrading
with 2nd Ask online
4-week test
Specific language with
”Monthly”/“ongoing gift” message & CTA
3.9% CTR from all ads
2.26% CVR on RG landing page
 31 donations
 13 NEW RG Donors
 Cost per RG Donor -
$262
 Avg. gift $29
 ROI Year 1 – 1.6

20. AMCS – Nurture & Lead
Score to RG
• Lead Gen for VOLUME with Petitions &
pledges
• Email-only form > low barrier to entry,
higher CVR and lower CPL ($2.50-$3)
• 2 week welcome email journey (specific
to campaign signed)
• 2 month email onboarding (overall
AMCS focus)
• Lead score with cash gift ask
• If cash gift made sent to TM for RG ask
(within 6-9 months of onboarding)
• CVR on phone to RG – 8%

21. Best in class
best ROI
highest average gift
lowest CPA$

22. Hypothesis:
Facebook is a viable acquisition channel for monthly donors.
PILOT objective:
• Test Hypothesis/ get proof of concept
• Set benchmarks to forecast future investment & ROI
PILOT results: 12-week Pilot - February to April 2020 (yes, << Covid)
• $12,000 Facebook budget to test and learn
• 6 tests
• 0.61% CVR to donation (Covid Emergency Appeal – 9.6% CVR)
• $42 average monthly gift
• CPA for new RG $273
Facebook RG
Acquisition
PILOT

23. ASRC’s
PILOT Test Approach
set up their success

25. ASRC Donor conversion rate %
by Audience segment
CVR calculated on
FB LP Views
ASRC Audience Test CVR % Ave Gift $
COLD: interest targeting on FB 0.79% $73.27
POTENTIAL: Look a likes 0.63% $46.71
WARM: Cash donors + subscribers 0.43% $26.23

26. ASRC PILOT Test Plan

27. ASRC Facebook RG Acquisition
Test Plan
$41 ave. monthly donation
Huge response
during Emergency Appeal

28. RG Facebook Acquisition
‘Always On’ Rollout
11 weeks of data (mid May to end July 2020)
• 14.69% CVR to donation
• Ave. 168 donations per week
• 75% cash donations
• 25% Monthly donations
• Cost per new RG $57.14
• Cost per new cash donor $18.72
• 4:46 ROI in less than 3 months

29. You gotta have
a test plan

30. Has it Got Legs?
Test Test TEST

31. Has it Got Legs?
Initial Test
Sage tone vs. case study
Higher $ handle, monthly
only donation option

32. Has it Got Legs?
Sequential Testing
DIRECT RG CONVERSION SEQUENCE – 90 DAYS AFTER
IF CONVERT AT ANY STAGE – SUPPRESS FROM
SEQUENCE

33. Ready to start?

34. Are you ready to TEST
Digital Acquisition for your org?

35. Digital RG Acquisition
PILOT Option 1
2 31 42 55 5

36. Lead nurture to RG Acquisition
PILOT Option 2
Remarketing

37. YOU CAN DO IT!

38. Thank you &
Questions?
Ask.us@parachutedigital.com.au