email matters - two case studies from acquisition to conversion
DESCRIPTION
A joint presentation with Holly Wagg from Good Works and Nicola Leckie from the Cornell Lab of Ornithology at NTEN, Washington, DC, March 2014. No matter the size of your fundraising shop (small, medium, or large), email levels the playing field. Email is a single touch point in your online program, and we're going to focus on what has worked (and failed to work) to build your new supporter pipeline and boost the conversion rate for each and every fundraising email you send. This is an interactive dialogue kicking off with two case studies of email programs in action from The UN Refugee Agency Canada and Cornell Lab of Ornithology. What participants will learn: 1) How to use inbound marketing strategies such as organic search and google grant traffic to build your list (we increased our file by 56%). 2) How to grow an integrated email program with the goal of making it the biggest slice of your direct response pie (email revenue has increased by 50% in 2014TRANSCRIPT
Email Matters – Two Case Studies From Acquisition to Conversion #14NTCemail
Nicola Leckie, Cornell Lab of Ornithology Holly Wagg, Good Works (The UN Refugee Agency Canada)
Nicola Leckie
Holly Wagg, CFRE
Email Matters – Case Study #1
Facebook Ladder of Engagement
Slide 4 Email Matters
Become aware of your cause when friends talk about your page
Donate for the first time via email
Advocate and/or join your email list
Continue engaging and like your Page
Like, comment on, and share your updates
Share their donation
All About Birds Ladder of Engagement
Slide 5 Email Matters
Googled “screech owl” and landed on the AllAboutBirds.org species account
Saw a picture, maybe listened to the owl call, then left
Inbound Marketing to build your list
Slide 6 Email Matters
Web Visitors Leads w/ email Donors
• It’s all about email capture and turning anonymous traffic into
names
• Create lead capture opportunities based on what visitors are
looking for…pull them in for more information
Inbound Marketing: Look at the data
Slide 7 Email Matters
Inbound Marketing: Create offer
Slide 8 Email Matters
Landing Page
Download Page
Inbound Marketing: Promote the CTA
Slide 9 Email Matters
Google Grant
Nonprofit edition of AdWords
• Originally, we used our grant to drive traffic
• Now, we use the grant to drive lead capture
• This increased our email capture conversion rate from 0.2% to 5.98%
Slide 10 Email Matters
Inbound Marketing: Lead Nurturing
Lead nurturing emails, triggered by filling out a form: • Immediate - thank you email
• 3 days later – More Owl Sounds, Macaulay Library “Voices of North
American Owls”
• 6 days later – NestWatch Build an Owl Nest Box, YouTube Eastern Screech Owl and Barred Owl videos
• 12 days later – Invitation to Join the Lab Monthly:
• New leads are added to monthly eNews
• New leads with mailing address receive direct mail membership offer (our online leads are 22 times more likely to respond to direct mail acquisition offers than traded lists)
Slide 11 SESSION TITLE
Benchmarks
Slide 12 Email Matters
New Donors (4.5%)
Email Conversion
(1.2%)
Unique Visitors
Incremental Revenue
New Donors (3-
6%)
Email Conversion
(2-3%)
Unique Visitors
Cornell Lab
All About Birds Ladder of Engagement
Slide 13 Email Matters
Google “screech owl” and land on the AllAboutBirds.org species account
May receive direct mail
Begin receiving monthly eNews and email solicitations
Learn more about the Lab through triggered emails
See offer to download owl sounds in exchange for email address
Donate/Join for the first time via email or direct mail
Year One Results
• Increased our email file by 56%
• Doubled online fundraising over prior year
• 54% of online revenue was in response to email solicitations
• Average “sales” cycle – 78 days from lead to donor
Slide 14 Email Matters
Introducing Merlin…our FREE Bird ID app
Slide 15 Email Matters
Slide 16 Email Matters
Merlin lead nurturing • Day 1 – Thank you and share Merlin
• Day 5 – Four question survey
• Day 10 – Help us build more tools like Merlin
Slide 17 Email Matters
After two months
• 50% of app users are new email addresses into our database
• 9% of the new leads are coming from Facebook paid ads
– Through the custom audience tool, we’re using our eNews list as a suppression for targeting
– We have a very modest $5,000 budget
– $1.24 per email address (would be lower, but we’re getting lots of likes/shares/comments)
• 0.3% lead to donor conversion through the lead nurturing
• Of the donors, 67% are new to file
Slide 18 Email Matters
Email Matters – Case Study #2
What’s under the Hood?
Context
Metrics that matter
Missing •
•
•
•
Who is on the list?
?
TACTICAL PLAN
List Building
THEN
NOW
Schedule
The Plan
Gross Online Revenue Growth
2013 2012 2011
One-Time
Monthly
Annual Giving (Two Channels)
2013 2012 2011
Direct Mail
Online
The Plan
2013 Program OverView
30
2.5
22
4
7 11
Direct Mail Integration
Emergency Appeals
Emergency Appeals 1-2-3-Series
Emergency Appeals 1-2-3-Series
Emergency Appeals 1-2-3-Series
Stewardship
Stewardship
Year End
Other
Surprises
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