2. 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
3. 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
4. Exercise
• A model to help us think through the steps
Adapted from presentations from Bill Toliver, The Matale Line
5. An example
Donors to similar Facebook ‘likers’ Petition signers One-time €2,00
organisations SMS campaign
Mothers with Email sign-ups Inquirers donors
newborns
“There are so many “Somebody should “I believe in this and “I can miss a few
problems in the do something about I want to show my euros to support
world. Why even that” support.” this. Just this once.”
bother?”
Ask them to share Sign a petition or take a Update them on the “Great that you
their thoughts or story pledge results of the action rescued one baby.
Invite them to an event Give them the chance Why not one
Upload a pic of their Ask they what they to donate specifically babyevery month?”
new baby consider most for the
important campagne/project
Via the channel they Via FB Call to update them Telephone
use (FB, email, etc.) Via email, etc. Personal email Email
Via an exclusive Mail
Via our website event of email group As personally as
possible
They start to think Via participation They are now very They decide that your
about the issue/your interested and org does great work
work
that they actively
begin to feel a part involved in a particular and is important
They feel more involved
and less powerless of the solution issue or campagne enough to them to
financially commit
7. Exercise
Step 2: Where do they fall in their relationship to us?
Donors to similar Facebook ‘likers’ Petition signers One-time SMS
organisations donors
8. Exercise
Step 3: What is the current mindset of each group?
Donors to similar Facebook ‘likers’ Petition signers One-time SMS
organisations donors
“There are so many “Somebody should do “I believe in this and I “This is a good action. I’ll
problems in the world. something about that” want to show my make a small donation to
Why even bother?” support.” help with the costs.”
9. 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 Facebook ‘likers’ Petition signers One-time SMS
organisations donors
“There are so many “Somebody should do “I believe in this and I “This is a good action. I’ll
problems in the world. something about that” want to show my make a small donation to
Why even bother?” support.” help with the costs.”
10. Exercise (in groups?)
Step 5: And think about how you will ask them, and with what
result
Donors to similar Facebook ‘likers’ Petition signers One-time SMS
organisations donors
“There are so many “Somebody should do “I believe in this and I “This is a good action. I’ll
problems in the world. something about that” want to show my make a small donation to
Why even bother?” support.” help with the costs.”
11. What kind of results?
• Amnesty Denmark: has built a list of 30.000 SMS
action subscribers
12. Amnesty DK SMS activist network
• 21% conversion on SMS leads to donor
13. Peta UK’s Animals in Labs campaign
• 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
14. 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
16. 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
17. Some tips for better results
• Communicate your case (the need and how you
help to meet it)
18. Some tips for better results
• Social media is all about interaction. Use it to
answer the questions and concerns of your
supporters.
19. Some tips for better results
• Be memorable and inspiring!
20. Some tips for better results
• Make it easy and attractive to donate (through
Facebook, petitions, etc.)
21. 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
22. Some tips for better results
• Have your conversion programme ready!
