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One of the most exciting concepts for fundraising is our powerful eLeader viral marketing technology.
Through our partner Kintera, emotive offers the eLeader solicitation system, a best-of-breed viral fundraising program that has been proven to raise dramatic amounts of money. Solicitor-generated appeals increase overall response rates, thereby increasing the number of contributors and participants for broader fundraising initiatives. Previous efforts on behalf of both campaigns and non-profit organizations have provided the following baselines:
- 16% of online participants become active in our eLeader program.
- On average, an active user sends 20 e-mails.
- The conversion rate on user-solicited e-mails to donations is 26%.
- On average, $11 is donated per each e-mail sent.
Bottom line: every 2,000 online participants will produce nearly $20,000 through this application.
This system recruits donors to become members of an online finance committee tasked with raising money from their own contacts. After donors have made their first gift to your organization, they will be invited to magnify their support by asking friends to give, too.
The system drives activity through competition, goals and incentives. Our technology allows us to produce a "Leaderboard" of top donors, and we can also reward "points" for funds raised, and at certain levels benefits will kick in and/or rewards can be redeemed.
Some of the key elements that contribute to the success of this system are:
The gratification of immediate feedback. Using an icon like a thermometer is very popular and effective in inspiring participants to take action with a sense of urgency.
Ownership and trust. The idea of developing some of the content on a web page around members' input is empowering. By giving these online activists more of a stake in what's happening online, they'll be more active.
Viral growth. We can build in substantial, interesting inducements for upgrading members through the ranks. Each level of upgrade represents an increased level of viral marketing (i.e. getting our members to sell our program to their friends).
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