8/5/2012

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
jboig@tnc.org
Amy Hawthorne Morris
Email Specialist
The Nature Conservancy
ahawthorne@tnc.org
#bridgeconf
9