Finding the perfect donor match for your charity is hard, even with all the best online targeting. So when you do find a donor who cares about your organisation and cause, you need to onboard them with a digital donor journey to make them feel loved and special.
33. Welcome journey
improves retention
Campaign Tenure
End Child Marriage - 2014 67%
Ebola - 2014 70%
Sponsor a Girl (education) - 2014 54%
Aid Cuts - 2014 75%
Right to food - 2015 65%
Because I’m a Girl (Saadatou –
Parachute Digital) - 2015 83%
*Data from looking at length of tenure from RG start date and last payment date.
Percentages show those with 3 months or more active giving history.
52. RG Retention Journey Results:
10,000+ new supporters
3,000+ new regular givers
92% first debit success
3% cancellation (in first 4 weeks)
72% donor retention (at Year 1)
A Quality RG Acquisition program
requires investment in Retention
53. Lifetime value & ROI
Increasing the
average gift per donor
And reducing your costs.
56. Grow the value
of your donors,
Increase your income
• Segmentation & relevant asks
• Personalised URLs & pre-filled forms
• Better CTR +7%
• Higher CR +20%
• Stronger Ave Gift +$25
• Text “HOPE” to donate
• 1 Click donations
• Easy RG upgrades.
Make it easy for your donors
to give to you.
57. The landing page
content changed by
segment and
referenced their donor
behaviour for current
and lapsed donors.
Personalised Donation
Page
a.First name
b.Content
58. The landing page pre-
populated the form
with all known
information about the
donor to make it quick
and easy to complete.
Personalised Donation Page
c. Suggest donation amount
d. Pre-filled form
59. Cash PER APPEAL
Parachute
Standard
With PURLs
Email list size 50,000 50,000
Email OPEN Rate 35% 35%
Email Opens 17,500 17,500
Email Click through rate (CASH Ask) 7% 12%
Email Clicks 1225 2100
Click to Conversion Rate (Donation) 8% 33%
Cash Donations 98 693
Average Gift $105.00 $125.00
Donation Revenue $10,290.00 $86,625.00
4 Appeals per Year
Total Donations 392 2772
Total Income $41,160.00 $346,500.00
Income Variance 742%
60. It’s all about integration
Your donor is Omni-channel
Don’t forget 7 | 11 | 4
Conversions, 2nd
Gifts & upgrades.
63. Summary wrap up
• Invest time and money into finding your perfect donor
match (lead capture)
• Integrate your online donor journey with a multi-channel
journey. It can stand alone, but donors are Omni-channel
• Design a donor journey for your most loyal donor, and re-
cut it to work for your casual supporter
• Donors that convert are both ACTIVE and RECENT
• Increasing lifetime value is easier than acquisition
(no shit Sherlock)
65. Invest time & money in
Digital donor journeys
• $ Revenue – More of it
• Get more income from your database
• Higher conversion rate (from supporter)
• More gifts per donor
• Return on Investment – Better quality, lower costs (for RG)
• Lower CPA (at least 15% lower than F2F in year 1)
• Much better first gift completion rates (300% better)
• Higher retention
• Break even faster
• Efficiency - Make your fundraising channels work harder
• Integrate digital touch-points into your traditional programs
• Diversification - New acquisition channel
• A different type of supporter and donor.
66. Staying power = Donor care
Love your fans
(they deserve it).
67. What you should do now?
Start mapping out your Welcome + Onboarding journey
1.Create a Donor persona – Stay focused on your donor
2.Analyse what points of the donor journey are important
(Donor Voice – Kevin Schulman)
3.Segment your audience, at least at the top level
4.Lead Score your supporters to convert leads
5.Create some new content for the DONOR
6.Invest in Automation (get ahead of the curve)
7.Don’t scrimp on reporting and post analysis.
URL for 100 Charity scorecard http://www.parachutedigitalmarketing.com.au/wp-content/uploads/2016/10/Parachute-Digital-Top-100-charities-table.pdf
Research Summary Report download http://www.parachutedigital.com.au/research
Website Donation Pages Checklist (handout) http://www.parachutedigitalmarketing.com.au/wp-content/uploads/2016/10/Website-Donation-Pages-RESEARCH-Checklist-FINAL.pdf
Donors are Multi-channel
Imagine what a multi-channel, multi-layered appeal feels like as a supporter.
You receive a direct mail letter with a story telling you about the plight of child soldiers in Africa. The story is told with words and text.
Next, you see a direct response TV ad asking people to call, SMS or go online to donate. You remember the letter you received the previous week and make a mental note to donate tomorrow.
Three days later, you see a video about child soldiers in Africa that one of your friends has posted on Facebook. You watch the two-minute video and are disgusted by the people who kidnap children and enslave them to a life of rape, murder and pillaging. There is a message at the end with a web address to donate, but you can’t
click on it and you get distracted and decide to donate later online.
Another week passes, then you get an email from ‘Organisation X’, telling you about child soldiers in Africa. The email has a link to an appeal page and video on Organisation X’s website, with links to donate. You open the email on you mobile phone during your bus commute home from work. Because you have the time, you watch
the full seven-minute video documentary with interviews between Organisation X humanitarian workers and the child soldiers, told with subtitles.
The children sit there with semi-automatic weapons in their hands, smoking and drinking alcohol at the age of 11. You feel both moved and angry. This time you click the ‘donate’ button and make a donation of $200 to contribute to Organisation X’s efforts to stop children being forced to become mercenaries. It took you one
minute and 11 seconds to complete the donation via your phone.
The sequencing of channels and the layering of content to expand the story – allowing the donor to explore the issue at their own pace, in their own time – are extremely important here. Each communication further educates the donor about the issues faced.
Each channel is on message and supports the messages the donor has already been exposed to. There may be some crossover in the story. The donor may have watched some elements out of order. But it doesn’t matter because each communication is unique and adds value. There is a call to action with every communication, although not all are as easy to immediately action as the online response.
Digital fundraising is by no means the hero of this imagined campaign. It’s simply one element of an integrated fundraising strategy, and in this instance, it facilitated payment. This is often the reality – in many cases your digital channels will be the easiest way for donors to make a gift at the moment of inspiration.
So, why not make it as compelling and as easy as possible for them to give?
Ken video 1: http://youtu.be/Txa-XcrVpvQ
Video 2 The Breakup: http://youtu.be/E3MT71Vy8_s
It’s the same journey, regardless of the channel. But donors are multi-channel, so our journey needs to be too.
Why we’re here – to get more of the right donors
https://www.plunket.org.nz/nurses/thank-your-plunket-nurse/
https://www.wilderness.org.au/campaigns/bp-has-no-right-risk-bight PETITION CLOSED NOW (so no form to sign)
Earth Hour WWF - https://earthhour.org.au/register/
Calculator – Garvan https://www.garvan.org.au/promotions/bone-fracture-risk/calculator/
It’s had a facelift in the last 3 months (July 2017)
Can be 1 story that has enough episodes.
Can be multiple stories.
Depends on the assets you have
Stand alone or work as part of a series – each episode can be delivered through a different distribution channel. Add another layer and new information at each touch point.
Automate Email communications
Schedule social media
Create dynamic search creative
Send users to a responsive mobile/ web site
Customise SMS responses.
Facebook
Banners
Email
Advocacy – organic vs. paid
Co-reg/ online surveys & Comps
Remarketing
Website
Content
Imagine what a multi-channel, multi-layered appeal feels like as a supporter.
You receive a direct mail letter with a story telling you about the plight of child soldiers in Africa. The story is told with words and text.
Next, you see a direct response TV ad asking people to call, SMS or go online to donate. You remember the letter you received the previous week and make a mental note to donate tomorrow.
Three days later, you see a video about child soldiers in Africa that one of your friends has posted on Facebook. You watch the two-minute video and are disgusted by the people who kidnap children and enslave them to a life of rape, murder and pillaging. There is a message at the end with a web address to donate, but you can’t
click on it and you get distracted and decide to donate later online.
Another week passes, then you get an email from ‘Organisation X’, telling you about child soldiers in Africa. The email has a link to an appeal page and video on Organisation X’s website, with links to donate. You open the email on you mobile phone during your bus commute home from work. Because you have the time, you watch
the full seven-minute video documentary with interviews between Organisation X humanitarian workers and the child soldiers, told with subtitles.
The children sit there with semi-automatic weapons in their hands, smoking and drinking alcohol at the age of 11. You feel both moved and angry. This time you click the ‘donate’ button and make a donation of $200 to contribute to Organisation X’s efforts to stop children being forced to become mercenaries. It took you one
minute and 11 seconds to complete the donation via your phone.
The sequencing of channels and the layering of content to expand the story – allowing the donor to explore the issue at their own pace, in their own time – are extremely important here. Each communication further educates the donor about the issues faced.
Each channel is on message and supports the messages the donor has already been exposed to. There may be some crossover in the story. The donor may have watched some elements out of order. But it doesn’t matter because each communication is unique and adds value. There is a call to action with every communication, although not all are as easy to immediately action as the online response.
Digital fundraising is by no means the hero of this imagined campaign. It’s simply one element of an integrated fundraising strategy, and in this instance, it facilitated payment. This is often the reality – in many cases your digital channels will be the easiest way for donors to make a gift at the moment of inspiration.
So, why not make it as compelling and as easy as possible for them to give?
Doesn’t matter what the point of acquisition is, you can use an integrated donor journey to onboard them.
TWS Case Study:
92% of the DLG gifts have completed on their first attempt.
This is only around 80% for F2F and Other.
Around 10% of the F2F for this FY have cancelled before their first debit.
This is only 3% for DLG.