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.
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Charities successfully Acquiring donors through digital fundraising - F&P Webinar August 20
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
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
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%
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
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