*Watch or download the full webinar (with audio and slides) at: http://bit.ly/convert2donors Online campaigners are an increasingly important source of new donors for many organisations. How can your organisation rapidly grow its base of online campaigners, and effectively convert them into donors? Watch this free webinar to learn how Greenpeace UK, leveraging tools provided by Engaging Networks, and multichannel donor outreach, has excelled in turning campaigners into campaigning donors: "Converting Online Campaigners into Donors" In this webinar you will learn: -Keys for bringing people into the fold through powerful email messaging -Ways to deepen campaigner engagement and commitment -Tactics for converting donors online and offline -Listen to what people are saying online, remarket to them, and improve your campaign results

1. Converting Online Campaigners
into Donors
Presented by:
Jonathan Purchase – Engaging Networks
Molly Brooks – Greenpeace UK
Eric Rardin – Care2
#c2webinar

2. about
Citizens use Care2 for:
Starting or signing petitions
Nonprofits use Care2 for:
Volunteering
Donating $ Recruiting Donors & Supporters
Spreading news
Traffic/Branding/Awareness
Commenting on blogs
Starting group (organizing) Advocacy
Joining nonprofits Building Facebook fan base

3. About the speakers
Jonathan Purchase
is the Business Development Manager for Europe and he also has responsibility for UK
operations working from the office in London. After several years with the campaigns team
at Save the Children UK, Jonathan joined Engaging Networks in January 2008. He brings
altogether over 5 years of experience in online organising and technology to his role. This
experience is extremely valuable to clients new to using the Internet for campaigning and
fundraising.
Molly Brooks
is Digital Marketing Coordinator at Greenpeace UK. Molly has worked at Greenpeace for
over four years, managing fundraising through online channels, and working to integrate
fundraising into all of Greenpeace‟s campaigns. In total she has over seven years‟
experience of digital marketing for non-profit organisations, having previously worked at
international development charity Concern Worldwide.
Eric Rardin
is the senior director of nonprofit services at Care2.com where he helps hundreds of
nonprofits connect with donors and supporters online. Prior to joining Care2 Eric designed
and executed integrated advocacy campaigns for environmental nonprofits for nearly 8
years.

4. What are the benefits of connecting
your campaigning and fundraising actions?
• A more committed and engaged supporter base
• Closer working between campaigning and fundraising teams
• Easier to manage your supporter data:
- everything will be in one place
- fewer providers required to process your actions
“Charities are looking for new ways to get more value from their communication
and fundraising. This goes beyond joining up channels – it’s about getting
fundraising, comms and campaigns to pull in the same direction, focusing
on audiences and breaking down historic silos that act as a brake on
progress.”
Joe Barrell, The Eden Stanley Group

5. The power of: branding
A consistent brand and template, from email to
campaign to donation page will engage your
supporters and lead to more money raised.

6. The evidence
The giving experience has a significant impact on donations: Donors
who gave through branded pages by the charity started at a higher
level and increased more than those who gave through generic pages.
Source: Network for Good. 3.6 million gifts to 66,470
different non profits from 2003 to 2009

7. An example

8. Also consider…
• secure templates (required for donations)
• SSL certificates to encourage donor trust
• change your branding for different campaigns or appeals

9. The power of: data flow
If you can pass data from one action to the
next, your response rates will increase.

10. The evidence
Greenpeace saw their „response rate‟ for supporters making a donation,
after taking a campaign action, rise to 1.27% for their Save the Artic
campaign.
Their previous best „response rate‟ for a similar campaign was 0.40%.

11. Also consider…
Greenpeace‟s success in converting more
campaigners into donors is down to data
integration AND a consistent brand

12. The power of: thanking
Thanking your donors appropriately is an essential
part of the donation process and is not something
that should be neglected or considered an
“afterthought.” Careful design of a thank you page
[and email] should bring you many valuable
benefits including repeat donations, new
supporters and increased levels of engagement.
Credit: Nomensa blog post from 1st February 2012, “Why thanking donors online is powerful”

13. Also consider…
• Personalise the thank you
• Different thank you for single or recurring gifts
• A consistent thank you page and thank you email
• Same branding as for all the other steps of the supporter journey
• Include links to other ways to get involved with your organisation but
not too many!

14. The power of: mobile
As more people take action on mobile devices, the
landing pages must be optimised for mobile to
maximise conversions.

15. An example
• Oxfam GB launched this
campaign in June 2012
• 9,610 actions were registered in
the first week
• 744 actions were completed on
a mobile device *
• That represents 7.8% of all
actions taken
* Numbers exclude tablets

16. The power of: social sharing
Social networks can be effective marketing channels
for charities. The challenge is making social sharing
easy, and creating ways for people to move from
passive interest to committed support.

17. Also consider…
• Try embedding your campaign actions directly on social networks as a
way to reach out to new supporters
• Embed social sharing icons in your emails and actions
• Follow up with Facebook campaigners with a connected ask to donate

18. Donor conversion via Facebook
• 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)

19. The power of: donor options
Don‟t limit your donors to a single way to donate
online. Giving different options will lead to more
money raised.

20. A little surprise
• For the first integrated Greenpeace campaign, 48% of transactions
were made with the„pay via paypal‟option
• Tip: make sure you give options!

21. Also consider…
• Recurring or direct debit options, they are your
holy grail!

22. The power of: an effective email tool
Email is the backbone of digital communication.
Messages should be easy to create, personalised,
and delivered to the inbox.

23. Again, it’s data and branding
• Your email tool should be able to prepopulate form fields on
the landing page – leading to increased response rates
• As mentioned before, the branding of the email and the first
landing page should be the same to engage your supporters

24. Also consider…
• Like all actions, testing is key: you‟ll need split testing tools
• Automated „trigger‟ emails can engage your supporters on all types of
asks from the start, or re-engage supporters if they‟ve lapsed.
• Automate „unsubscribes‟, bounce management and complaints
• Permit supporters to customise email preferences

25. The power of: a powerful database
A powerful „database of record‟ will help you to
better understand your supporters. It leads to more
personal and effective communication and helps
you to acquire campaigners and convert them into
donors.

26. Also consider…
• Profile your supporters to tailor your communications
• Track where people are coming from to see which channels are
working the best
• Manage your relationship with individual supporters
• Grow your supporter lists through the use of opt in questions
• Report on how your campaigns are going
Treat campaigners and donors
as supporters

27. A final thought…
Having the tools to run integrated campaigning and
fundraising is one thing. You also need a strategy to
run alongside the toolset.

28. Save the Arctic

29. Save the Arctic
Greenpeace‟s biggest ever campaign
Aim to sign up 1 million people globally by the end of
2012
Convert 21,400 of these to new regular givers

30. Soft launch – Jan 2012

31. Donation page
37888 actions – 440 donations – 1.16% response rate

32. Main launch – 21 June

33. Promotion
Emails to current activists
Tell a friend in thank you email
Social media
Videos
Actions
Greenpeace TV
Offline sign ups
SMS
iPads at festivals

34. Promotion

35. Promotion
http://bit.ly/londonpolarbear

36. Promotion

37. Goal reached!

38. Converting leads to donors
34942 actions – 916 donations – 2.62% conversion

39. Next steps?
Convert to regular givers
Email with DD ask
Telemarketing
Ongoing – aim to call within a month of signing up

40. thank you! questions? contact us!
Jonathan Purchase
jonathan@engagingnetworks.net
@engagingnetwork
Molly Brooks
Molly.Brooks@greenpeace.org
@greenpeaceuk
Eric Rardin
ericr@care2team.com
@care2team