Shanelle Newton Clapham and Paul Bailey discuss how to integrate your online and offline fundraising channels to acquire new regular giving donors for your charity.

1. All aboard!
Digital Onboarding - multi-channel journeys
& keeping your new supporters on track
Shanelle Newton Clapham
Parachute Digital
Paul Bailey
Fundraising Strategy & Communications
Proudly sponsored by

2. Shanelle Newton Clapham
CEO - Parachute Digital
Author - Attracting Donors Online
Paul Bailey
Fundraising & Comms Strategy
Senior Consultant - DVA Navion

3. How online and offline work together to acquire new
supporters and retain them for longer (better ROI)

4. What we’ll show you
cquiring and retaining Regular Givers
uilding a multi-channel Regular Gift trial
ase stories of Retention success

5. Acquiring & Retaining
Regular Givers is hard work
• Why some organisations have more success than
others
• How to avoid some potential pitfalls
• What are the secrets to a successful campaign?

6. Is your organisation ready for Regular Giving?
Strategic Requirement
• Have you done an assessment to understand the strategic value of regular giving?
Investment
• Is your organisation prepared for a multi-year return on investment?
Resourcing
• Do you have a CRM, digital infrastructure and back-end processes?
• Do you have the right team in place?

8. 1. Tell the story right

9. 2. Brand awareness affects conversion rate
HIGH vs LOW

10. 3. State based organisations face volume problems

11. 4. Your Tele-fundraising agency is your partner

12. 5. Invest in automation (systems and processes)

13. Building a multi-channel
Regular Gift trial
• Mapping the supporter journey
• Selecting the audience
• The importance of the Regular Gift proposition

15. Mapping the supporter journey
PHO
NE
Meet expectations
● Know what your supporters think &
feel about your organisation
● Create a relationship through time &
touch-points
● Automate and track, then segment and
personalise
Show, don’t tell
● Demonstrate your work
● Showcase stories in a way
‘I’ can relate to them
● Use staff voices to build credibility
● Appeal to why it’s “the right thing to do”
(intrinsic values)

16. Who are your RG Prospects?
Build a list of like-minded people
● Fill the top of the funnel
● Engage & onboard
● Build trust and credibility fast
● Convert to RG (and cash)
Don’t forget the low-hanging fruit –
People who are already supporting you

17. The Supporter Journey

18. The Supporter Journey
Cash givers &
direct mail
responders
Website donors,
visitors &
subscribers
Volunteers,
activists &
campaigners
Social media
followers & leads

19. The RG Proposition
• All organisations have the potential to
develop a regular giving case for support
• But invest time (blood, sweat and tears)
into getting it right
• The key to developing a compelling RG
proposition is to focus on what makes it
different from other types of donating:
• It’s a commitment

20. The RG Proposition
• To sign-up to a regular gift is to commit to a VISION of the future
• You are raising money to support a long journey, an ongoing battle against
adversity or a gradual development towards a life-saving purpose
• The organisation’s VISION is over the horizon, so it’s crucial that supporters are
shown progress - the monthly wins, the stories of success along the way

21. Retention success stories
• The on-boarding journey
• Diversification of acquisition channels
• Conversion and retention

22. The
Onboarding
Journey

23. Anglicare Sydney
First Trial:
• 2.79% conversion from contacts, $23.21 average
• Low lead volumes – state based charity
• Two lead suppliers to use as many sources as possible
• Cost per call model meant that only one caller was
phoning the data on most days given the low volumes
• Low volumes + slow calling = cold leads & low
conversion
Learnings:
• The leads are best sent simultaneously to the phone
agency for calling, and to the charity for the first
email of the onboarding journey
• Attrition rate after 6 months is very good – 22.2%

24. Anglicare Sydney
Second Trial:
• Cost per conversion model
• Lead volumes low as predicted
• Conversion 5.23%, Ave $24.50, 10% cancelled since Dec
• Contact rates at the new phone agency were very good
• Delivered 2,700 leads against a target of 4,500
The learnings:
• Despite strong contact rates and an acceptable conversion rate,
the number of new recruits was low due to the lead volume
• The cost per conversion model meant that this campaign wasn’t
profitable for the supplier
• Great agency-charity relationship has lead to a 3rd trial with a cost
per call model

26. Plan International Australia
• Zero cancellations in the first 3 months
• Good conversion rate – 7%
• High Ave $ - $23.23
The learnings:
• Contact rate at both phone agencies was low
• Some leads couldn’t be reached as quickly –
leading to lower conversion rates and a
higher cost per recruit
• Working closely with the phone agency to regularly review the campaign’s KPIs will lead to success
• The cost of some digital leads, coupled with the low contact rates made the campaign more
expensive than projected

27. Diversification of acquisition channels
Face to Face
Year 1 Retention Rate
Digital/ TM Acquisition
Year 1 Retention Rate

28. The Wilderness Society Results:
50,000+ new supporters
1,267 new regular givers
29% lower $CPA than F2F
92% first gift completion
Low cancellation (only 3% at 9 months)
50% higher donor retention on premium leads

29. Conversion
● Quality leads
● Story ‘I’ can relate to
● Excellent Tele-fundraising partner
● Strong brand
● 7-11% Contact to RG
Conversion and retention
Retention
● A good values match
● A story I care about/ can remember
● Regular and personal touch-points
● Continue to engage & ask
● 55-76% Year 1 retention

30. Remember
cquire people that care about your cause
uild a multi-channel Regular Giving program
ontent is the key to retention

31. Your supporters are truly multi-channel.
Your Fundraising & Communications
strategies need to be as well.
Remember

32. Time for Questions