On Tuesday, Care2’s Justin Perkins moderated the webinar Connecting Advocacy to Fundraising for Maximum Impact. Steve Daigneault, former Internet Director for Amnesty International, and Blackbaud’s Mark Davis discussed how activists on nonprofit’s email list are seven times more likely to donate money to organizations than non-activists are. However, according to M&R’s eNonprofit Benchmark study, 61% of online activists take action one-time. This is why nonprofits need to identify and cultivate super-activists. The best strategies to hook activists and turn them into donors are to:
- Tell compelling stories that inspire people to take action and donate.
- Be relevant and timely. No one pays attention to old news.
- Tie action items and appeals to specific news. This can yield double the response rate.
- Follow up with constituents. Show success and movement
- Integrate advocacy and fundraising. For example, after someone signs a petition, send them to a landing page containing a short and sweet fundraising appeal with different donation levels. Amnesty International tested this approach and raised $13K verses sending out a traditional fundraising appeal which only raised $6K within the same time frame.
Click here to download the entire presentation or you can view and download the slides via slideshare below.