Trust in Influencers
The for-profit world has been placing value in peer-to-peer influencers or "online ambassadors" for years. And the results show that trust in ambassadors is paying off for many companies.
In fact, "trust" has a lot to do with why ambassadors are so effective in modern marketing and communications.
CHECK OUT THIS LINK FOR SOME STUNNING ONLINE AMBASSADOR STATISTICS
People buy based on what their friends tell them, because of trust. When a relationship starts with trust, it tends to last longer. Consider these stats from the above link:
92 percent of people trust recommendations from individuals (even if they don’t know them) over brands
74 percent of consumers use social media to make purchase decisions
37 percent better retention is reported for customers acquired through word-of-mouth advertising
What does that mean for donor acquisition? ...and retention? The fact is, online ambassador communication works just as well - maybe better - in the nonprofit world.
In reviewing online ambassador activity that that took place on the ScaleFunder giving day platform in 2016, each ambassador would, on average, raise $125 during a giving day.
Perhaps even more staggering is this 2015 Blackbaud study that found 1 in 4 emails from online ambassadors led to a gift - a whopping 25 percent conversion rate. That's compared to 1 in 1,250 emails from the organization that led to a gift - a paltry .08 percent conversion.
Again, for those keeping score, that's a 25 percent conversion rate for ambassador-sent email versus a .08 conversion rate for emails sent by the organization.
It almost makes you wonder if you should ever send a solicitation email that is not from an online ambassador?
And it works for major donors, too. Check out the video below that details how the higher the price tag (a major gift, for example), the more peer influence impacts the decision.
Now here's the catch - it's not easy. Online ambassador programs are volunteer programs and they require careful and frequent management ...but if you do it right, you have the potential to transform your development operation for the 21st century.