Effective Strategy of Using Petitions and Telemarketing for Lead Generation
Utilizing emotional petition theory to generate leads through telemarketing and nurture campaigns, with the help of agencies like Social Blue, has resulted in successful conversion rates for regular giving products. Learnings show low attrition rates, maximum leads per month, and good conversion rates, especially with a pull strategy targeting interested individuals.
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Presentation Transcript
Petition theory Petitions are created that provoke an emotional response that prompts a response from the viewer, based on their desire to make a difference They sign a form that then allows us to use their details (email and cell phone) to send to a telemarketing agency. Over time those that don t convert via telemarketing or who we were not able to contact will go into an email nurture/conversion programme. The agency calls the respondents and attempts to convert them to one of our regular giving products - mainly Child Essentials.
Social Blue An agency that specialises in generating high quality and scalable leads via Facebook, Instagram and Messenger on a performance basis. We pay only for successful leads generated using their strategy. Social Blue continually optimises our artwork and creative based around the petition model and use lookalike audiences to generate new leads which can be followed up by our telemarketing agency Unity 4.
Learnings - Atttrition is low because we are going to people with a pull strategy meaning we re targetting those who have already indicated they are interested. The maximum amount of leads per month we can generate in the NZ marketplace is around 3,000 we couldn t scale much more than this. The conversion rates of the leads are good with, partly, because of the lower entry point with a regular giving product priced at around $30 per month. We hope to upgrade these regular givers over time. - -
