Download - Acquire & Onboard New Supporters Online
ACQUIRING & ONBOARDINGNew Supporters with Online
Webinar Wednesday 19th March 2014
The cost of acquiring new donors is high and the quality can sometimes be questionable.
Online provides a lower cost option & higher quality.
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.
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.
Online acquisition
New prospects, supporters and donors
What is an acquisition?
Hierarchy of acquisition (value)
Cost & effort to acquire
Acquisition strategy
Call to Action (meaningful)
Acquire (tell me more)
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.
Online acquisition channels
How we acquire supporters online
Process for online acquisition
Acquisition through other online channels
Conversion & retention Growing but small volume
Brand building & retention
Case Study
The Wilderness Society
Third Party Acquisition
+ Email + Web Content
+ Phone + Survey.
Onboarding new supporters
Engage, welcome, onboard and convert
Prospect
Supporter
ActiveSubscriber
Donor
Repeat$
Member
Conversion funnel
Online acquisition
Onboarding strategy
Onboarding is … can be many things
Acquisition strategy
Welcome
Nurture & relationship building
Conversion process
Upgrade warm up
Retention strategy.
Same strategy, different journey
Onboarding donor journey(Consideration cycle)
0 Day
Day 10 orWeek 16
Onboarding new supporter strategy
Engage, Nurture& Convert.
Then appreciate.
Aware + Consider
Consider
Action
Action/ Donate
Action/ Donate
Continue.
Online communication channels& touch-points
Onboarding communicationtouch-points & sequencing
0 Day +0 +3 +5 +7 +9 +10 +12
Day 10 orWeek 16
Develop a compelling and urgent story in episodes
Onboarding donor journey(Consideration cycle)
0 Day
Day 10Week 16
Case Study
WWF
Engagement campaign (Earth Hour)
+ web content + email + SMS
+ Phone + DM survey + Appeal
Measuring success
It’s not just about the revenue
Tracking & reporting
• Tracking and reporting
• By channel
• Conversion rates
• Retention and revenue over time
• ROI
• Testing and optimisation.
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.).
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-onboarding-workshop
Half day workshops are $860 andcan include up to 6 people.
$100 will be donated
back to your organisation.
Questions?
Get in touch
Shanelle Newton [email protected] 691 030@ShanelleOnline
https://je159.infusionsoft.com/app/page/online-acquisition-onboarding-workshop