Digital experts Amelia Showalter (former Director of Digital Analytics at the 2012 Obama campaign) and Glyn Thomas (freelance consultant, formerly of Friends of the Earth and Global Justice Now) visited Dublin in September 2016 to give a workshop on Recruiting new supporters online, in partnership with Digital Charity Lab.
The day-long workshop was packed full of valuable insights on effective ways to recruit supporters, and ways to keep them engaged and active. Below are tweets featuring a selection of some of the advice shared on the day:
Tip from @ameliashowalter – at events, get people to sign up via short link/WhatsApp at events, rallies etc #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
Attendee comment on WhatsApp for campaigning – useful for mobilising, can get derailed by chats however! #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
You'd be surprised how many NGOs have no clear sign up box for supporters on their homepage – @glynmthomas #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
Some people will come to your website looking for info – make sure you make it easy for them to give their details #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
'Sticky' footer with email signup is a good (if possibly intrusive) solution for capturing emails – @glynmthomas #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
Opt-in Monster recommended for setting up lead generation popups on your website by @glynmthomas #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
Obama 12 campaign made the email opt in the most important thing on the site #irishcharitylab pic.twitter.com/9Lub61BcKn
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
Organic acquisition is passive – you need to be active as well and constantly build your list – @glynmthomas #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
Glyn just asked for show of hands – who has signed a petition. Every hand went up. That is why you should do petitions! #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
Petitions work for online acquisition and delivery gives you a publicity opportunity – @ameliashowalter #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
Petitions work for online acquisition and delivery gives you a publicity opportunity – @ameliashowalter #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
Running actions where you thank politicians for positive action can also have a meaningful impact – @glynmthomas #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
Some people are motivated by anger, some by hope – have a mix of actions that appeal to different people @ameliashowalter #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
Look at @wwf_uk 's 'send an ecard to a friend' system – great method of acquisition – @glynmthomas #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
Best practice for acquisition – keep petition text short, put signature area at top/side (don't force scroll) #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
Strip back sign up forms – just email address if u can. You'll get more people & can ask for more data later #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
Clear opt-ins very important from data protection pov – @glynmthomas #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
This @IrishCharityLab seminar is so good I'm too busy writing notes to tweet. Great insights from @ameliashowalter and @glynmthomas.
— Evanna (@evannac) September 6, 2016
Case study from UK charity – new template increased signups by 56% and opt-ins by 40% – @glynmthomas #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
Test using radio buttons instead of checkboxes on online forms – user makes a more proactive choice, can't skip – Glyn #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
Social proof (x other people have signed) is really effective for improving conversion rate on petitions – @glynmthomas #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
For paid acquisition, CPA (cost per acquisition) & ROI (return on investment) are key – @ameliashowalter #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
No hard & fast rule for CPA – some emails are worth €1-2, others €10, depends on audience @ameliashowalter #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
Lots of insights and advice on petitions and engagement from @glynmthomas and @ameliashowalter at #IrishCharityLab
— jack (@jackalexe) September 6, 2016
https://twitter.com/saorlaithb/status/773089530941415424
Using paid acquisition sites like @care2 gives you access to a progressive & socially active audience – @ameliashowalter #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
Avg time for calculating ROI on online supporters = 18 months @glynmthomas. Not a short term solution #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
More NGOs should be running online ads – they don't have to be scary @ameliashowalter #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
Obama campaign acquired half its emails through online ads – @ameliashowalter #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
Ads that are easiest to get started with = Google ads & Facebook ads – @ameliashowalter #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
Google Grant means your CPA can be zero. If you don't have it, get it! More info: https://t.co/sI9RlaYl1r #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
Make sure you use the Sitelinks feature in your Google ads – @ameliashowalter #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
Best practice for Google ads – short, compelling headline, call to action, use niche keywords @ameliashowalter #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
https://twitter.com/MaedhbhLuna/status/773118199999135744
Try uploading lists of lapsed supporters for Facebook retargeting – good way to get them re-engaged @ameliashowalter #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
Attendee comment – you can appeal when Facebook won't run an ad with more than 20% text – worth trying maybe? #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
Great audience question re A/B testing – how many changes should you test at once? Is step by step best? #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
You can test multiple ads on Facebook but it's not true A/B testing so hard to be scientific about it @ameliashowalter #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
Experts @glynmthomas & @ameliashowalter recommending testing Facebook Newsfeed and promoted post ads #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
When using Facebook promoted posts, build on your successes – no point promoting posts that are flops @ameliashowalter #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
.@CaratIreland @WolfgangDigital @MediaworksIre highlighted by attendees at our workshop as good agencies for ad buying #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
Great exercise from our workshop – mock petition & ad lobbying gov on skin cancer #irishcharitylab pic.twitter.com/8bZGDaEO5q
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
Try using more human, active language on your form buttons – Sign Up Now vs Submit – @ameliashowalter @glynmthomas #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
.@aworldatschool petition campaign highlighted by @ameliashowalter https://t.co/rchCBe4AwD #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
Adding share buttons to petition thank you page – easy win. Peer to peer acquisition can be cheap & effective @glynmthomas #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
Language on sharing page – don't make sharing an afterthought, make it part of the action (next step) @glynmthomas #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
Set up Google Analytics event tracking on your sharing buttons – loads of tutorials etc online @glynmthomas #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
"Almost no-one wants to send emails to friends any more" – social sharing more popular. But email shares bring in more engaged supporters.
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
Recommendation for @ShareProgress from @ameliashowalter – for testing online sharing https://t.co/V7pNZTc6Oh #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
Obama campaign found that bumper sticker giveaway was best way to convert social media followers into email subscribers #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
Free bumper sticker signup had a donation ask at end – enough people donated to break even @ameliashowalter #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
Giveaways can be part of yr mission AND acquire supporters. Eg free guide to taking care of mental health @glynmthomas #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
Incentive based campaigns – for existing supporters, donation required. For new supporters, lower bar of entry @ameliashowalter
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
"Can you make something go viral? NO YOU CAN'T. That is not a strategy" – music to my ears from @ameliashowalter #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
You can't make things go viral – but surveys & polls can be a good way to engage & spread. Ask Mr Splashy Pants from Greenpeace 😀
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
https://twitter.com/saorlaithb/status/773159975061430272
'Going viral' should not be your primary goal – you need to have a real purpose, because most things won't go viral #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
Don't buy email lists. Just don't do it. Listen to @ameliashowalter on this one #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
follows, produce better content. It's that simple. – @ameliashowalter #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
https://twitter.com/JolarBear/status/773160778304221188
Case study from @alzheimersocirl – powerful storytelling video https://t.co/GLN9R4uDzo #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
It's the power of the content – the story – that will drive people to click through and sign up to a cause #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
It's worth testing a small amount of budget to boost a post on Facebook & test impact @glynmthomas #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
Always upload your videos directly to Facebook – will perform better than embedding from Vimeo or YouTube #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
Facebook algorithm favours video and image content – use both as much as you can #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
"Can you make something go viral? The short answer is no" – @ameliashowalter, Director of Analytics Obama 2012 at @IrishCharityLab workshop
— Aoife O'Grady (@Aoife_T_OG) September 6, 2016
Retention & reactivation are crucial – don't waste € on acquisition if you don't keep supporters engaged @glynmthomas #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
Businesses invest in keeping & reactivating customers bcause it's cheaper to keep a customer than find a new one #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
Great leaky bucket analogy credited to @fairsay – can you plug the leaks that are losing you supporters? pic.twitter.com/RrOvdHogaX
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
New supporters need 1) good quality comms on signup 2) opportunities to do something @glynmthomas #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
Supermarkets know that the 1st 6 weeks after signup are key for creating loyal customers. Same for nonprofits @glynmthomas #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
Welcome journey crucial on signup: intro yr org, follow up on original action, give more things to do, ask questions #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
Build a flexible content piece into yr welcome journey, so if something urgent comes up you can swap it in @glynmthomas #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
If you ask for low amounts, people typically give more – @ameliashowalter #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
It's very easy to set up automated welcome journeys through systems like @MailChimp #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
https://twitter.com/IrishCharityLab/status/773169658476302336
Obama campaign was able to ask for donations a lot because of election deadline. Nonprofits need to be more long-term #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
.@ameliashowalter – Obama campaign tested ugly yellow highlighting on emails, worked for a while, then novelty wore off #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
Why reactivate emails? Clean list, re-engage lapsed supporters, cheaper than new acquisition – @glynmthomas #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
Best way to determine if someone is inactive – are they taking action/donating? Open rates not as reliable – @glynmthomas #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
A 'we're sorry to see you go' page for unsubscribers caused 10% to resubscribe in one case study from @glynmthomas #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
If an email is sent in error to wrong list – send a straightforward, upfront apology. #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
If a list has been forgotten, also use an upfront approach. Sorry we haven't been in touch, we've been so busy #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
1 question survey worked well for reactivating a list @ameliashowalter worked on #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
.@WhichUK recommended as a good email practice by @glynmthomas – sign up to see how they do it #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
Platform recommendations for online actions: Action Kit, Engaging Networks, Nation Builder, Campaignion, Blue State Digital #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
Optimizely recommended for split testing, user friendly. Clever Reach is an EU based mail provider. #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
Constant Contact and Intercom also recommended for email / live chat by attendees at the workshop #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
Typeform recommended as a tool for surveys – v user friendly, attractive, mobile optimised #irishcharitylab
— DigitalCharityLab (@DigiCharityLab) September 6, 2016
Super-useful #irishcharitylab workshop today with @ameliashowalter & @glynmthomas – scroll through @IrishCharityLab's TL for lots of tips!
— Migrant Rights Centre Ireland (@MigrantRightsIr) September 6, 2016
Glyn and Amelia are both freelance consultants with many successful digital campaigns under their belts. If you’re interested in talking to them about potential projects, you can contact them through their websites:
- Amelia: ameliashowalter.com
- Glyn: glyn-thomas.co.uk