Non-profit organisations are under constant pressure to grow their supporter base and acquire new donors. The cost of acquisition is high and the quality can sometimes be questionable. In this webinar Shanelle will show you how you can pre-qualify and acquire prospective donors online and continue to use digital fundraising channels to nurture and convert them into long-term donors.

1. ACQUIRING & ONBOARDING
New Supporters with Online
Webinar Wednesday 19th
March 2014

2. The cost of acquiring new donors is high
and the quality can sometimes be
questionable.
Online provides a
lower cost option
& higher quality.

3. What we’re going to cover
• The process of Acquisition & Onboarding Online
• Acquiring new supporters
• How you do it online
• Onboarding new supporters
• How you do it online
• Measuring success.

4. Where to start –
The process we go through
Planning
1.Who is your Supporter? Where can we find them online?
2.How many people do you need to acquire? Do the numbers
3.Is your organisation digital ready? Systems & processes
Production
4.What story are we telling? Is there a narrative or required
sequence?
5.What is the donor journey and timeframe of our onboarding
strategy?
Promotion
6.Launch campaign
7.Testing, reporting and optimisation.

5. Online acquisition
New prospects, supporters and donors

6. What is an acquisition?

7. Hierarchy of acquisition
(value)

8. Cost & effort to acquire

9. Acquisition strategy
Call to Action (meaningful)
Acquire (tell me more)

10. Pre-qualify for quality
• Past interest – visits to your website (retargeting)
• By behaviour – searches, previous campaign clicks etc.
• Co-registration with & by association to another
cause or campaign
• Values match/ sentiment – polls & surveys
• Audience/ demographic profile match.

11. Online acquisition channels

12. How we acquire supporters online

13. Process for online acquisition

14. Acquisition through other online
channels
Conversion & retention
Growing but
small volume
Brand building &
retention

15. Case Study
The Wilderness Society
Third Party Acquisition
+ Email + Web Content
+ Phone + Survey.

16. Onboarding new supporters
Engage, welcome, onboard and convert

17. Prospect
Supporter
Active
Subscriber
Donor
Repeat
$
Member
Conversion funnel
Online
acquisition
Onboarding
strategy

18. Onboarding is … can be many things
Acquisition strategy
Welcome
Nurture & relationship building
Conversion process
Upgrade warm up
Retention strategy.

19. Same strategy, different journey

20. Onboarding donor journey
(Consideration cycle)
0 Day
Day 10 or
Week 16

21. Onboarding new supporter strategy
Engage,
Nurture
& Convert.
Then
appreciate.
Aware +
Consider
Consider
Action
Action/ Donate
Action/ Donate
Continue.

22. Online communication channels
& touch-points

23. Onboarding communication
touch-points & sequencing
0 Day +0 +3 +5 +7 +9 +10 +12
Day 10 or
Week 16

25. Develop a compelling and urgent
story in episodes

26. Onboarding donor journey
(Consideration cycle)
0 Day
Day 10
Week 16

27. Case Study
WWF
Engagement campaign (Earth Hour)
+ web content + email + SMS
+ Phone + DM survey + Appeal

28. Case Study
The Wesley Mission
SMS + Email
Then missed opportunity

29. Measuring success
It’s not just about the revenue

30. Tracking & reporting
• Tracking and reporting
• By channel
• Conversion rates
• Retention and revenue over time
• ROI
• Testing and optimisation.

31. Non-financial success
• Awareness of issues (stories)
• Placing value on non-financial actions and supporters
• Measure engagement
• Activity (on websites, opening emails etc.)
• Comments (on blogs and in social media)
• Shares (in email and in social media + WOM)
• Sentiment/ mentions (in social media, to supporter
relations etc.).

32. Book an
Online Acquisition Workshop
Book a half day
Online Acquisition & Onboarding strategy workshop
for your organisation
Use this link to download the program outline
https://je159.infusionsoft.com/app/page/online-acquisition-onboard
Half day workshops are $860 and
can include up to 6 people.
$100 will be donated
back to your organisation.

33. Questions?

34. Get in touch
Shanelle Newton Clapham
shanelle@parachutedigital.com.au
0406 691 030
@ShanelleOnline
https
://je159.infusionsoft.com/app/page/online