Petition Signer To Donor
Demonstrating what should be a staple in your acquisition toolkit, here’s a brief ‘petition-to-donor’ case study from Care2, involving the African Wildlife Foundation (AWF).
Very straightforward.
AWF’s petition to stop illegal wildlife poaching was promoted across the Care2 online network. In two weeks, the petitions attracted 29,000 signers, each furnishing online and mail contact info.
AWF’s agency, SankyNet, designed a campaign to convert these signers to donors. The campaign netted 737 new donors (2.53% conversion rate), with an average gift of $36.49 (and 32% making a 2nd gift), and an ROI of 110% achieved in five months. All described in this case study from Care2.
According to Care2, AWF is planning to scale up the campaign.
Care2 keeps getting better on its end — steadily expanding its advocacy platform (now reaching 200 million+ monthly visitors), optimizing its email and landing pages for mobile, and enhancing the algorithms used to target appeals at the best prospects for each campaign.
But well done to all the players involved.
These petition-to-donor campaigns seem to perform very consistently. Keep that in mind as you read (re-read) Roger’s Monday post on The Investment Paradox. Campaigns like this should be bankable. Surely they should not starve for lack of capital.
Tom
One response to “Petition Signer To Donor”
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Great article Tom..
We’ve been working with Care2 in the UK and have been seeing great results.
Taking the time to attract engaged and interested donors has returned conversion rates of 7%+ when we call them back. Plus – It’s more targeted than street or door and the responders are self selecting.
Bethan
Client Services Director at Pell & Bales ..