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Converting campaigners to donors Tony Fawcett, Web Manager Campaign to Protect Rural England

Converting campaigners to donors Tony Fawcett, Web Manager Campaign to Protect Rural England. CPRE - what we do. Campaign for a beautiful and living countryside, protecting green spaces for everyone to enjoy, while enhancing towns to make them better places to live. Countryside loss.

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Converting campaigners to donors Tony Fawcett, Web Manager Campaign to Protect Rural England

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  1. Converting campaigners to donors Tony Fawcett, Web ManagerCampaign to Protect Rural England

  2. CPRE - what we do Campaign for a beautiful and living countryside, protecting green spaces for everyone to enjoy, while enhancing towns to make them better places to live

  3. Countryside loss • Threat of changes to planning rules would make it easier to build more housing in the countryside • Local democracy weakened

  4. Previous campaigns… • Occasional emails, with a fundraising ask, limited success, at best 20 donations • Using separate email and campaigning software • Could we do better by integrating online campaigning with fundraising?

  5. Editable MP letter Data capture, opt-ins to mailings

  6. E-newsletter • Mailing list, 17,085 • Previously, used separatee-newsletter software • Trial Engaging Networkse-newsletter software • Trial Engaging Networks Net Donorsoftware

  7. Link frome-newsletter to campaign action Contact details pre-filled - quicker to complete action

  8. Thank you page, donate option Contact details captured from campaign page, quicker to donate

  9. Initial email results • Results email sent to 17,085 • Open rate 35% (sector average 20%) • Letters sent to MPs 1,904 (11.14%) • 98 donations (0.57%) • Donations total £1,832 • Average £18.69 • 5.14% taking action donated

  10. Reminder email • Segmented the list:- thank you to those who did the action- reminder to those who didn’t

  11. Changes to donate • Added donation thermometer to thank you / donate page

  12. Second email results • Emails sent 15,147 • Letters sent to MPs 829 (5.47%) • 86 donations (0.56%) • Donations £1,468 • Average £17.06 • Campaigner to donor conversion:10.37% taking action donated

  13. Both e-newsletter results • Tracking urls allows us to analyse different sources and what works • Emails sent 17,085 • Letters sent to MPs 2,733 (15.99%) • 184 donations (1.07%), average £17.93 • Campaigner to donor conversion 6.73% • Donations £3,300

  14. More results • Promoted on website, and Facebook • Total letters sent to MPs 3,273 • Campaigner to donor conversion 7.24% • 237 donations, average £18.30 • Total donations £4,338

  15. Donations overall result • Online donations 1.07% of mailing list • Sector average 0.07%

  16. Surprises • One supporter said the email prompted them to restart their monthly giving • A cheque for £1,000

  17. What we learnt • Use reminder emails to increase results • Segment lists to send different messages depending on supporter history • We got an extra5.47% campaign actions • Plus, 0.56% extra donations

  18. What we learnt… • Experiment, test out new ideas, donation thermometer, and different email messages • Donation thermometer seemed to persuade more people to donate

  19. What we learnt… • Campaigners make good donors • Integrating a campaign with a donation, relates a cause with an donation ask • Using pre-populated contact details from emails to action to donor page, cuts barriers, and improves results

  20. cpre.org.uk

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