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More Than a Thank You: Building a relationship with a first time online Donor Presented by:

More Than a Thank You: Building a relationship with a first time online Donor Presented by: Cassandra Koenen Director, Online Campaigns and Marketing IFAW Jeff Patrick President, Common Knowledge. Know Your Audience : The goal is to understand WHO you are talking to – on

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More Than a Thank You: Building a relationship with a first time online Donor Presented by:

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  1. More Than a Thank You: Building a relationship with a first time online Donor Presented by: Cassandra Koenen Director, Online Campaigns and Marketing IFAW Jeff Patrick President, Common Knowledge

  2. Know Your Audience: The goal is to understand WHO you are talking to – on your website and in your email campaigns– in order to improve HOW you talk to these audiences.

  3. What kind of information should you be asking? • Awareness of Organisation & Programs • Site Visit Frequency • Source: Learn about Your Organisation & Site • Purpose of Visit • Value of various site features • Missing info/services on web site • Primary Role • Giving History • Reason for Not Giving (if not a donor) • Giving Channel Preference • Online Action History • Reason for not taking action (if not an online advocate) • Interest in Volunteering • Preferred Language • Preferred Communication Channel • Preferred Giving Contact Frequency • E-Newsletter Recipient (Y/N?) • Value of e-Newsletter • Preferred frequency of e-Newsletter • e-Newsletter Elements Interest Level • Print Magazine Recipient (Y/N?) • Value of Print Magazine • Preferred frequency of Print Magazine • Age • Marital Status • Gender • Ethnicity • Country of Residence • ZIP Code (if USA) • Income • Number of Children • Political Point of View

  4. Survey Overview - Questions All Survey Respondents

  5. US. Respondents CAN Respondents All Survey Respondents Non-donors Donors

  6. All Survey Respondents Plan to give more Plan to give less No Change All Survey Respondents

  7. All Survey Respondents 1 or more None

  8. All Survey Respondents

  9. All Survey Respondents Have visited Have not visited All Survey Respondents

  10. All Survey Respondents End

  11. Interesting Findings Online web form by e-check (4.4%) Online web form by credit card (42.4%) Regular mail by credit card (2.2%) Regular mail by check (31.2%) Phone by Credit Card (2%) I do not plan to make a donation (17.9%) When you donate to in the future, how would you prefer to give?

  12. Once a month (11.6%) Every 6 months (22.8%) Two times per year (15.9%) One time per year (33.1%) Never (17.2%) 18- How often would you like to be contacted about donating?

  13. Once you get them in the door – what next?

  14. Goals of the “Welcome Series” • Get a 1st gift from new subscribers as quickly as possible (current target: 45 days) via a targeted email stream • Maximize the size of the 1st gift • Maximize the lifetime value of new subscribers • Use automated email queue and send to minimize cost of managing email stream

  15. Campaign Statistics Start Date: July 1, 2007 New US Subscribers: 20,601 New Canadian Subscribers: 3,926 New UK Subscribers: 2,677 New subscribers receive a total of 10 emails over the course of the first 40 days from when they join IFAW’s email list.

  16. E-Mail Messages

  17. Campaign Goals Results by Country Site:

  18. Comparison to IFAW Fundraising Campaigns:

  19. Audience Segmentation

  20. Why bother with segmentation? To increase the targeting of email communications to increase the overall response rate to advocacy and fundraising appeals. Result: More actions, more $$ raised. Result: Lower email churn i.e. fewer lost email subscribers. Balancing gain and loss provides the highest possible ROI.

  21. There are two main areas that you can choose to segment the list: • By Issue • The issue they came in on. For example if a group of Care2 activists were recruited on a whaling issue they will be associated with the whaling interest segment. • They have taken 1 or more actions on the same issue. For example a member signs one or more petitions on the whaling issue. • They have donated on an appeal linked to a particular issue. • By Giving History • Recency: How long since the supporter gave their most recent gift – up to 24 months ago? • Frequency: How many gifts has the supporter given in the last 24 months? • Monetary: What is sum of all donations by the supporter in the last 24 months?

  22. Possible Segments • RFM Segments • Recency: Most recent gift was: • R1: <6 months ago • R2: 6-12 months ago • R3: 12-24 months agoFrequency: The number of donations in the last 24 months: • F1: 1 • F2: 2 • F3: 3+ • Monetary: The sum of all gifts made in the last 24 months – • M1: $10-$35 • M2: $35-$75 • M3: $75+

  23. It Works

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