There’s fundraising gold in ‘them thar online activists!

Posted by Michael Johnston on August 23rd, 2005 at 09:20pm

Also last Thursday, at the DMA NF conference in New York, I heard a result that reminded me of the fundraising value of online activists and integrated programs. The Brady Campaign outlined how they called online non-donors who had taken one action in March of 2005. They found 20,000 phone matches for the emails and called away… The result: 21% of the online activists pledging an average donation of $27.38. Not bad at all. Now, for all you organizations with thousands — or tens of — or hundreds of thousands of online activists, it’s time to convert them to give through the phone.

They also tried mail. Brady mailed 12,000 online non-donors who had taken an action in March 2005. They responded at 1.07% with an average gift of $23.40 and a net per acquired of -$12.13 when the overall net acquired was -$16.29. Again, not bad.

Let’s try to integrate online non-donors into our phone and mail acquisition programs!

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