Searching for a needle in a haystack

…when you could be shooting fish in a barrel?

Acquiring new charity donors has never been tougher – response rates are in decline, attrition is high and costs are rising. For the 1% response we might get from mail, 99% are saying no. For every person that stops on the street to talk with our fundraisers how many walk on by? And then, when we do secure new donors vast numbers are lapsing.

It begs the question, how sophisticated is our targeting? Which group would you target from the two below?

picture1

 

picture2

 

If only we could find whole communities of like minded engaged, socially conscious individuals like this just hanging out on the street corner right!?

Well, maybe not the street corner, but online communities just like this are growing and growing quickly.

In the last 12 months we’ve been working with online community specialists Care2 to identifying prospects who demonstrate particular charitable and philanthropic attitudes and a genuine interest in the cause.

This type of behavioural targeting is far superior to simple demographic targeting. When calling prospects to convert to regular monthly givers, results have been fantastic – as much as three times higher than a traditional cold list.

The other thing we love is the level of channel and message integration on this approach: data is collected online with a campaigning ask, quickly followed with an email (or mail) follow-up and then a phone call taking the ‘prospect’ to ‘campaigner’ and then to ‘donor’ seamlessly and efficiently.

As Tom at the Agitator said of Care2 in the states; it should be a staple in your acquisition toolkit. ‘Very Straightforward.’

Bethan