8/5/2012 Jenna Boig, Digital Lead, North America, The Nature Conservancy Amy Hawthorne Morris, Email Specialist, The Nature Conservancy #bridgeconf How to raise money without direct asks and keep moving members through the donor pipeline. 1. How to re-engage lapse members through non traditional means. 2. Increase user engagement by testing an “opt in” segmentation of the full membership list. 3. How to expand members and audience through multichannel promotions. 4. We see stronger results when we utilize all marketing channels to share our message: ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ Homepage and State/Program webpage Blog (Cool Green Science) Media Outreach (local media, link/blog outreach, paid search) Online Community (My Nature Page) RSS Feeds Social Media (Facebook, Twitter, Pinterest, Flickr) Monthly e-newsletter (Great Places) Email(s) to Supporters(Stand alone vs. bundled content with editorial or other broad themes) Do not rely on ONLY email to get the job done! 1 8/5/2012 Cultivations with Video Thank You Email Advocacy/Government Relations Contest & Sweepstakes Initiatives Cultivations with Video Background: Cultivation message sent to all supporters (both donors and non-donors) on December 22. Links to Year in Review video Outcome: Incorporate video to help raise online revenue without direct asks & keep moving members through the donor pipeline. Average Gift above Conservancy benchmarks 2 8/5/2012 Open Rate: 11.8% Click to Open Rate: 6.9% Unsubscribe Rate: 0.06% Total Number of Gifts*: 225 Total Amount of Gifts*: $69,370 Average Gift: $308.31 * gifts made directly through the email message Background: Cultivation message sent to all middle donors in mid-December. Links to video Outcome: Incorporate video to help raise online revenue without direct ask. Average Gift above Conservancy benchmarks 3 8/5/2012 Open Rate: 25.94% Click to Open Rate: 25.25% Unsubscribe Rate: 0.11% Average Gift*: $1,050 * gifts made directly through the email message Thank You Email 4 8/5/2012 Background: Follow-up cultivation written and signed by lead member of our on-the-ground Fire Team in mid-July 2011. Links point to user generated content forum Outcome: Re-engage lapse members through non-traditional email messaging. Lapsed had highest click to open rate out of all other donor and constituency groups Overall Open Rate: 12.33% Overall Click to Open Rate: 5.12% Overall Unsubscribe Rate: 0.12% Lapsed Open Rate: 9.16% Lapsed Click to Open Rate: 14.8% Lapsed Unsubscribe Rate: 0.09% 40% of the gifts made directly through this message were from lapsed members 5 8/5/2012 Advocacy/Government Relations Background: Message to “advocacy segment” of supporter list in specific state/region sent in May 2012 Outcome: Increase user engagement by testing an “opt in” segmentation of the full membership list. 6 8/5/2012 Open Rate: 51.63% Click to Open Rate: 76.58% Unsubscribe Rate: 0% Contest & Sweepstakes Initiatives Background: May 2012 e-mail sent as part of kick off to an integrated campaign where OH residents could take a hike and photo of themselves in a natural area and win a Honda Hybrid. Media, social and print materials very integrated. Outcome: Expand audience through multichannel marketing & promotions 7 8/5/2012 Open Rate: 13.57% Click to Open Rate: 23.57% Unsubscribe Rate: 0.15% Goal for number of email sign-ups was reached 1 month early. Prior to a reminder email to supporters, the contest had 1,254 submissions (plus 51 via mobile) 8 8/5/2012 Jenna Boig Digital Lead, North America The Nature Conservancy [email protected] Amy Hawthorne Morris Email Specialist The Nature Conservancy [email protected] #bridgeconf 9
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