Converting ‘likes’ to cash

What is lead conversion?• It’s interacting with supporters and potential

supporters

• Fundamentally, it’s about meeting someone where they’re at, and building a relationship that moves them

• Having a ‘funnel’ in place to move them along each of the stages in the relationship

So what are we going to do today?

• Look at the stages someone goes through between ‘lead’ and committed

• Think together about how we can move them to the next stage

Exercise

• A model to help us think through the steps

Adapted from presentations from Bill Toliver, The Matale Line

An example

Donors to similar organisations

Facebook ‘likers’

Email sign-ups

Petition signers

Inquirers

One-time €2,00 SMS campaign donors

“There are so many problems in the world. Why even bother?”

“Somebody should do something about that”

“I believe in this and I want to show my support.”

“I can miss a few euros to support this. Just this once.”

Mothers with newborns

Ask them to share their thoughts or story

Upload a pic of their new baby

Via the channel they use (FB, email, etc.)

Via our website

They start to think about the issue/your workThey feel more involved and less powerless

Sign a petition or take a pledgeInvite them to an eventAsk they what they consider most important

Via FBVia email, etc.

Via participation that they actively begin to feel a part of the solution

Update them on the results of the actionGive them the chance to donate specifically for the campagne/project

Call to update themPersonal emailVia an exclusive event of email group

They are now very interested and involved in a particular issue or campagne

“Great that you rescued one baby. Why not one babyevery month?”

TelephoneEmailMailAs personally as possible

They decide that your org does great work and is important enough to them to financially commit

Exercise

Step 1: Who are our leads?

ExerciseStep 2: Where do they fall in their relationship to us?

Donors to similar organisations

Facebook ‘likers’ Petition signers One-time SMS donors

Exercise

Step 3: What is the current mindset of each group?

Donors to similar organisations

Facebook ‘likers’ Petition signers One-time SMS donors

“There are so many problems in the world. Why even bother?”

“Somebody should do something about that”

“I believe in this and I want to show my support.”

“This is a good action. I’ll make a small donation to help with the costs.”

Exercise (in groups?)Step 4: Think of what specifically you can ask these constituents (to do) to move, motivate and involve them

Donors to similar organisations

Facebook ‘likers’ Petition signers One-time SMS donors

“There are so many problems in the world. Why even bother?”

“Somebody should do something about that”

“I believe in this and I want to show my support.”

“This is a good action. I’ll make a small donation to help with the costs.”

Exercise (in groups?)Step 5: And think about how you will ask them, and with what result

Donors to similar organisations

Facebook ‘likers’ Petition signers One-time SMS donors

“There are so many problems in the world. Why even bother?”

“Somebody should do something about that”

“I believe in this and I want to show my support.”

“This is a good action. I’ll make a small donation to help with the costs.”

What kind of results?• Amnesty Denmark: has built a list of 30.000 SMS

action subscribers

• 21% conversion on SMS leads to donor

Amnesty DK SMS activist network

• 407 supporters took part in the campaign embedded on Facebook

• Of this number, 140 were new opted-in supporters

• PETA sent follow up fundraising appeals via email to these 140 supporters

• PETA converted 7.5% of these activists to donors including 30% as recurring monthly

• PETA converted additional activists via DM (numbers not yet final)

Source: http://www.slideshare.net/Care2Team/converting-online-campaigners-into-donors

Peta UK’s Animals in Labs campaign

Greenpeace UK Save the Arctic

• Greenpeace’s biggest ever campaign• Aimed to sign up 1 million people globally by the end of 2012• Convert 21,400 of these to new regular givers

Source: http://www.slideshare.net/Care2Team/converting-online-campaigners-into-donors

34942 actions – 916 donations – 2.62% conversion

Source: http://www.slideshare.net/Care2Team/converting-online-campaigners-into-donors

Some tips for better results

Conversion begins at the very first impression. Make it easier by ensuring that you have the basics in place in your supporter channels

Some tips for better results• Communicate your case (the need and how you

help to meet it)

Some tips for better results• Social media is all about interaction. Use it to

answer the questions and concerns of your supporters.

Some tips for better results• Be memorable and inspiring!

Some tips for better results• Make it easy and attractive to donate (through

Facebook, petitions, etc.)

Some tips for better results• It’s all about the supporter, not about the

organisation

“It’s not the fundraiser who changes the world. It’s the donor.” - Elsbeth Takkenberg

Some tips for better results• Have your conversion programme ready!