Finding New Supporters

woebegoneidealInternet and Web Development

Nov 18, 2013 (3 years and 11 months ago)

73 views

Finding New Supporters

Justin Perkins

Director Nonprofit Strategy

justin@care2team.com

twitter: @elperko


Are you ready to reach

100,000 supporters

tomorrow morning?

Why start now?

The Cost of Getting Attention

To grow 10,000 people/ month at 3% conversion

=

333,333 monthly visitors

=

33 Million web impressions from ads or links (at a
click
-
through
-
rate of 1%)

=

The cost of 33 Million web impressions at a CPM of
$10.00, would be $330,000

=

The cost per email address would be $33.30












5 Rules of Thumb for List
-
growth

1.
Viral is rare (usually)

2.
You get what you pay for

3.
Email drives online fundraising

4.
Be prepared to be lucky

5.
Staff time isn’t free, so measure it & compare to
other options

Copyright ©2008 Care2, Inc. All
rights reserved
11/18/2013

6

Paid Recruitment and Ads


Look before you leap!

Goal.


Audience
.

Traffic
.

Rates.


Resources.

Options for Nonprofit List
-
growth


Cost Per Lead (CPL)


Co
-
registration


Chaperoned Emails & Swaps


Banner/ Display Ads


Search Engine Marketing


Guerilla marketing


(Appends to DM list)

Mobile phone
list

Social media
“friends”

Direct mail
list

Email list

Phone list

OPPORTUNITY COST


=

Better or more profitable
opportunities you miss choosing
to do something else with your
time or money.




Median $ raised from
Facebook

Causes with

> 20,000 Members

Median $ raised
Nonprofit Email lists
with < 10,000
Contacts

$47,000

$570

CPA/CPL Advertising


CPA/CPL Advertising



CPA (Cost Per Acquisition or Cost per Action)


CPL (Cost Per Lead)


Highest quality is through niche sites with
relevant campaigns.


Net Cost per name ~
$1.00
-
$10.00+ depends
on quality, targeting, quantity


Co
-
registration (Co
-
reg)

Co
-
registration (Co
-
reg)


Co
-
reg


you pay per name.


Usually not a high
-
quality option unless targeted.


Common tactic of Lead Gen Networks


“Agree to receive emails from our partners”


Net Cost per Name ~ $.01
-
$100.00+


Banner/Display Ads

Banner/Display Ads


CPM
-
based pricing


CPM = Cost Per 1000 Impressions


Not recommended unless big budget


Net Cost per Name ~ $1.50
-
$100+

PPC & SEM

PPC & SEM


PPC = Pay Per Click usually refers to Google
Adwords and the equivalent on Yahoo and MSN


SEM = Search Engine Marketing (paying for
search engine ads)


Good for targeting, but volume limited


Net Cost per Name ~ $.75
-
$100+ (click
doesn’t = name !!)

Guerilla Marketing

Social Network Widgets

Guerilla Marketing


All efforts to drive traffic to your website
including link swaps, PR, social
networking, blogger outreach, SEO and
“viral” campaign efforts.


Roughly 2
-
3% of website visitors sign up


Net Cost per Name ~ $.50
-
$200+


Budget vs List
-
Growth Rate vs List Quality

Page
23

Low Quality

High Quality

Slow Growth

(<1k/month)

Rapid Growth

(>8k/month)

Collecting Opt
-
ins on your site
($)

Large Targeted
Community ($
-
$$)

Viral Campaigns
(priceless)

General Portal

($
-
$$$)

Canvassing/ Events

($$)

Co
-
reg

($
-
$$$)

Targeted List
Swaps

($)

Guerilla Marketing


($$
-

$$$)

List Append

($)

CPM Advertising

($$$)

SEM


($
-
$$$)

Small Niche
Community
($
-
$$)

Tracking, Tracking, Tracking

Campaign Summary:

Budget: $50,500

Actions: 2,483

Cost Per Action: $20.34


What does it take to make a paid promotion campaign work? There is
no guarantee any one ad or landing page will perform to your
satisfaction.



Test and track results of ad images



Test and track results ad content



Test and track results landing pages


Control Your Risk & Costs

You can end up paying $105.63 or more for a
single supporter. It’s less risky to maximize sites
that guarantee CPL pricing, first.

Copyright ©2008 Care2, Inc. All
rights reserved
11/18/2013

26

Example of Media Buy Tracking

(Fundraising Goal)

Copyright ©2008 Care2, Inc. All
rights reserved
11/18/2013

27

Media Buy Tracking (Advocacy)

RETURN ON INVESTMENT (ROI)

=


(Gain from Investment


Cost of Investment)

------------------------------

(Cost of Investment)







“If an

investment does not have

a
positive Return On Investment, or if
there are other unrealized
opportunities with a higher ROI, then
the investment should be not be
undertaken.”



RETURN ON INVESTMENT (ROI)

Predicting ROI from Social Networks

Social Networks Aren’t Free…



a
negative

75
-
95% ROI for fundraising



~$5.00 per email acquired



~$7.00 per action taken on emails
acquired from social networks


Run the numbers first!


www.socialnetworkcalculator.com



EMAIL

$415,000 raised in 1
week


vs.


Facebook Causes

$28,000 raised in 1
year


© Care2, Inc.

p.
32

Care2’s Approach to Marketing

© Care2, Inc.

p.
33

Promotion of Campaigns via email

© Care2, Inc.

p.
34

Contextual, Permission
-
based Recruitment

Permission
-
based
Marketing

After signing a petition the
user is given the option to
sign up for your list.


Pledges

Other Campaigns: Surveys &
Polls

So you have a list… Now what?

Every Human Needs to…

1. Connect with a group


2. Have voice heard


2. Create and be creative

Tell stories

The Supporter is the Hero

Keep it Personal

Make global problem local

Fulfill the supporter’s needs

Help People Feel Good

© Care2, Inc.

p.
47

Nonprofit Marketing Tips & Care2 Info

.com

Justin Perkins

Director Nonprofit Strategy

justin@care2team.com

twitter: @elperko