1) Donors who gave through the Web after the tsunami and were sent e-mails asking them to join the monthly giving program.
2) Donors who gave through the Web and received a phone call ask to become monthly donors.
3) Donors who gave over the phone and received a follow-up phone call to convert them to monthly giving.
Which group performed the best? “The people who gave through the Web who received an e-mail solicitation converted at .2 percent. The people who received a phone call who were phone donors already converted at about 7.5 percent and the Web donors who received a phone call converted at 13 percent,” Johnston says.
“And the neat thing,” he adds, “is the demographic group converting to monthly giving from the Web were young men. This kind of holy grail. The people we’d never been able to get to go to monthly giving before.”
Using the Internet as a fundraising medium is a relatively new strategy, so there aren’t any tried-and-true strategies, but, Johnston says, “clearly, using the phone as a follow-up with flash philanthropy is just an incredibly important thing to do, and most organizations haven’t done that.”
Dave Lavoie, core donor officer for Oxfam Canada, says he thinks it has to do with the trust factor involved in getting people to become monthly donors.
“It works best person to person,” he says. “It’s [one] person talking to another person and creating that trust that makes a difference.”
From one screen to the next
Many organizations have found success driving donations through DRTV spots. According to ASPCA Vice President of Development and Communications Jo Sullivan in her interview for the cover story in the April 2006 issue of FundRaising Success, the ASPCA pioneered DRTV as a fundraising channel for animal-welfare agencies in the United States in 2004.