In this presentation, two Australian Non-Profit Fundraising industry leaders, Shanelle Newton Clapham of Parachute Digital and Ashley Rose of MonDial Fundraising, talk about how charities can get the most out of the using Digital Leads they generate for Regular Giving Donor Acquisition via Telefundraising.

1. Donor Acquisition:
A Robust Conversation

2. Welcome

3. Regular Giving Acquisition:
Digital Leads and
Telephone Conversion
Shanelle Newton Clapham
Ashley Rose

4. Show some leadership will ya!

6. Why you are here…

8. Your ideal donor

9. A sharp decline:
2014 to now

10. Maturing marketplace
MonDial’s experience
• 2013 – Australia post to online survey leads
• 2014 – Change.org
• 2015 – Huge demand, but falling conversion rates
• 2016 – Proliferation of agencies and volume

11. Where do you sit?
• https://www.surveymonkey.com/r/digital-lead-to-rg

12. Why we’re talking about this
Organisation
• Regular Giving (growth) strategy
• RG donor acquisition targets
Parachute
Digital
• Diversification of acquisition (leads)
• Strategic planning & donor engagement
Mondial
Fundraising
• Coal face of cause RG ask to donor
• Conversion accountability
Fundraiser
• Program/ Campaign tracking & reporting
• Donor lifecycle

13. Hands Up

15. (Y)our role in the mess
Donor
Digital
(Leads)
Org/
Fundraiser
TM
(Ask)

16. The role of Digital
Lead quality
Over saturation of
marketplace
(vendors overselling)
Focus on CPL
rather than quality Not
enough
expertise
Cheap &
Easy rather
than quality
Investment (in agencies) too
high to take on both acquisition
& retention in one project
Agencies not
accountable
for results
Agencies work on project basis

17. Growth
Volume
Test Test
Test
$CPA focus
Poor
training of
fundraisers
Jump ship
No
stewardship
Poor
reporting
Wrong
donors
Fundraisers
within
Organisation

18. Role of Telefundraising
Technology
Taking on too much
Right staff
The Ask
Penetration
+
Contact rate
Rules &
quality
controls
Script
alignment to
lead capture
Say No

20. Digital Lead to
Telephone conversion

21. Digital Lead to
Telephone Conversion

22. Screenshot examples – Big Giveaway
Users register for a database
They continue the supporter must answer Co-
reg questions from advertisers.
A typical Co-Registration
experience

23. Charity specific
Another typical
Co-Registration experience

24. Co-Registration Questions

25. The experience most donors get
If Yes
Welcome
pack
Magazine
X 3 times year
+ Tax receipt
Maybe appeal

26. The experience some donors get
Organic Lead Landing page, data capture Thank you email
Email onboarding RG Ask
If yes, RG donor journey

27. What success can look like

29. Where are you getting
your leads from?

30. Digital media channels
(for leads)
Content
Syndication
Care2
Advocacy
Facebook Search
Display/
Remarketing
Website
Partner
Emails
Organic
social media
Push
notifications

31. The primary
digital lead source
for your telefundraising calls
Other
Co-
Registration

33. Case Study:
Co-Reg leads can = success
Metric – 12mth Churn 2014 2015 2016
Co-Reg 53% 50% 28%
Change.org 32% 34% NA
Achieved by:
- Monitor conversion & churn by lead source
- Turn off poor performers
- Call only multiple online action takers
- Recycle leads, if active and recent actions

34. Is Organic the way to go?
Organic
Leads
Co-
Registration
Is it an either or?

35. Petition

36. chrome-extension://bnophbnknjcjnbadhhkciahanapffepm/edit.html 1/2

37. Organic lead source
mechanisms

38. Organic lead source
mechanisms Annotate Your Screenshot
chrome-extension://bnophbnknjcjnbadhhkciahanapffepm/edit.html
3/9/2017 Annotate Your Screenshot

39. Case Study:
Organic leads = best ROI

40. Environment Victoria –
Organic Lead Sources: Petition
Metric Organic/ Petition Co-registration
Lead sources/ volume 12,028 15,563
Contact Rate TeleM 43% 38%
Conversion rate 9.3% 4.2%
Cost per Lead (ave) $3.90 $2.24
Cost per RG
Acquisition
$283 $467
RG Retention
3mth/6mth
82% / 70% 68% / 59%
ROI (Projected 12mth) 0.7 0.4
Cash Donors Acquired 588 32

41. Environment Victoria – organic future

42. ROI dependent on fulfillment

43. Lifecycle reporting should be
your measure of success
• Conversion
• Instant sign ups/ Payment Processing
• First gift
• Fulfillment
• Debit Delinquency
• Attrition
• Cash gifts on top.

44. Tips to find your perfect match
1. Drop lead sources that don’t perform
2. Be responsive (to topical issues)
3. Focus on ROI and attrition rather than CPA
4. Focus on quality not quantity.

46. How fundraisers convert your leads
into your monthly donors

47. Quality versus Quantity
• Who do you want to
speak with?
• DM TM Lead-Gen
• Dataphoria / MonDial
Profiled Survey Leads

48. Commercial in confidence 2015
Contact 1300 537 787 / info@dataphoria.com.au
0
100
200
300
400
500
600
18-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80-84 85+
Responder index by age band
They are considerably younger
than the average Australian

49. A clear pattern showing higher pledge
rates for older age groups
Commercial in confidence 2015
Contact 1300 537 787 / info@dataphoria.com.au
0
50
100
150
200
250
18-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80-84 85+
Pledge index by age

50. Commercial in confidence 2015
Contact 1300 537 787 / info@dataphoria.com.au
0
100
200
300
400
500
600
18-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80-84 85+
Responder index Pledge index
Age: Response Vs. Pledge:

51. Sales and Marketing
• Are Marketing and Sales the same thing?
• Are Lead Generation and RG Acquisition by phone the same?
• Acquisition of a lead = Survey, Petition, tick, grid, question
• Conversion of a Lead = the sale or fundraising
• Converting a lead requires the following from you to become a Donor
They want to feel good
They want to feel loved
They want to feel smart
They want to feel needed
They want to feel important
They want to belong
They want to see their values in action
They want to win! (Tom Ahern)

52. The art of the ask
• Motivate – Acquisition
Calling, well its not easy
• Inform fundraisers about
the action/ petition taken
 Introduction…
 Rapport…
 Case for Support
 Ask
 Negotiation
• What are your credentials?
• Will your donor have heard
of your solutions?
• It’s not enough to just get
supporters angry about the
situation…

53. AMCS Ask (call script)

54. Training and Motivation

55. Telefundraising success
1. Optimise your scripts
2. Work hard to find case studies with a strong ask
3. Form a strong relationship with your Agency account
manager
4. Focus on ROI and attrition rather than CPA
5. Make the time to get to know your callers and train the
people representing your brand.

57. Case Studies Galore.

58. A great RG acquisition campaign
has many moving parts
Organisation
• Income growth (Regular Giving) strategy
• Case Study/ case for RG support
Parachute
Digital
• Strategic planning & donor engagement
• Lead capture – Call to action + mechanism
Mondial
Fundraising
• Aligning RG ask script to lead capture
• Strong call to action/ problem solution ASK
Fundraiser
• Program/ Campaign tracking & reporting
• Donor lifecycle

60. Plan International:
3 month retention
by campaign
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.

61. Plan International Australia:
Quality matters
in maturing market
Oct-14 Oct-15 Nov-14 Nov-15 Dec-14 Dec15
Leads 1937 4354 2431 4693 2441 3651
Cost per
lead $ $ 3.41 $ 2.57 $ 3.78 $ 2.67 $ 2.29 $ 2.47
TM Contact
rate % 47% 33% 42% 28% 33% 33%
Conversion
rate % 4.29% 5.17% 4.15% 3.47% 2.96% 3.74%
New RG 44 51 38 40 25 48
CPA $ $ 512.33 $ 613.55 $ 522.35 $ 690.58 $ 346.22 $ 477.17

63. The Wilderness Society:
Early adopter, focus on quality
Metric 2014 2016
Lead sources/ volume 49,608 84,036
Contact Rate TeleM 65% 55%
Conversion rate 12%+ 7-8%
Cost per Lead (combined) $6.00 $3.00
Cost per RG Acquisition $320 $438
RG 12m Attrition 38% 28%

64. Save the Fairy Possum
• Stop bulldozing native forests in
Victoria
• Protect the endangered Fairy
(Leadbeaters) Possum, habitat in the
Mountain Ash forests outside
Melbourne
• Less than 1,500 Fairy Possums left in
the wild.

65. A Fairy Tail

66. Fairy Possum Ask
(call script)

67. New campaigns
Cross promotion

68. The Wilderness Society
- 5 Tips from an early adopter
1. Must call co-reg leads as quickly as possible
2. Be careful of premium leads (change.org) = good payment rate
BUT cost too much (especially when Email leads mandated)
3. Organic leads perform well, but only for recent + multiple online
interactions (i.e. petitions, email clicks, etc..)
4. Recycle leads convert well IF you prioritise active supporters
(i.e. petitions, email clicks, etc..)
5. Watch the fulfillment rates like a hawk to prevent ROI going
down.
In 2014 the rate was over 90% 1st debit.
Face to Face is around 85% usually.
In 2016 the 1st debit rate is almost never above 80%.

69. Client happy – not viable for TM

70. Lead capture question
The people who come to Anglicare's Crisis Centres
for help are desperate.
They come to us when they've
exhausted every other possibility.
Would you like to receive a call and
help support Anglicare in the fight against poverty?
YES NO

71. Below the poverty line
• Success from Anglicare POV
• Volume issues for state based org
• Not viable for Telemarketing agency – volume too low
• Batch rather than rolling – how does it affect results?
• Wrong target causes distress on Telephone

73. Save the Children New Zealand:
Long term partnerships
Metric 2014 2016
Lead sources/ volume Mth 1,500 9 - 12,000
Contact Rate TeleM 40% 40%
Conversion rate 7.5 – 15% 5%
Cost per Lead $1.50 $2.00
Cost per RG Acquisition UP DOWN
RG Cancellation 1st debit 19% 16%
ROI 12 month lower 0.6
Cash Donors Acquired 20% 20%

74. Learning’s
1. Long term partnership with
Lead suppliers.
Must have multiple sources.
2. Long term partnership with
Telemarketing agency (Unity4)
3. From start to end of 2016 saw
contact rate drop month on
month, conversion rates drop
and consistency went down.
4. Can afford more attrition if ave.
gift higher.

76. There are no silver bullets

78. So, what’s your role in the mess?
You as the fundraiser, what do you take responsibility for?

80. Staying power
Love your fans.

81. Thank you for being part of this
important conversation!