What you’ll learn 🧠
Why being able to reach your shareholders is vital to engagement
Best practises for increasing the number of email addresses and phone numbers on your registry
Sample content to distribute your Investor Hub
What you’ll need 🧰
📍 An active investor hub
📍 Access to distribution via your socials, website and ASX announcements
📍 Additional content for context and background on your announcements
The Problem 🚩
Most companies don’t have nearly enough phone numbers or email addresses on their registries, meaning that a large proportion of their shareholder base outside the top 50 is inaccessible and hard to engage with.
Registries often send out automatic letters once someone has purchased into a stock for the first time, but these letters are not always read and if someone has purchased into several stocks, they can feel like spam mail that gets thrown out before being read.
So how can a company get emails and phone numbers to engage with when they can’t reach shareholders in the first place?
The Hypothesis 🧪
By increasing the reachability of your shareholder base, you are able to engage with them more frequently and drive stronger supporters and advocates of your company outside of your top 50.
Driving greater engaged shareholders translates into better results for your capital raising needs and market performance. Our analysis from past Shareholder Purchase Plans (SPPs) shows that shareholders with an email address registered are 3 times more likely to participate in an SPP than those who don’t.
📍 Something as simple as an extra email is worth an average $1k more in future SPPs!
Case Study - Race Oncology SPP 2021 📖
Strategic SPP landing page to deliver the ‘why’ for investors
Extensive shareholder contact and distribution campaign (phone & email)
A targeted engagement strategy with extensive investor segmentation
🔥 $43.9m received in applications, on an initial raise goal of $29.7m (48% oversubscribed)
Summary:
Race Oncology massively outperformed on their SPP and were able to allocate exactly to the type of investor they wanted by maintaining strong engagement with their shareholders before, during and after their SPP.
How:
RAC is active on twitter, Linkedin and Hotcopper and frequently emails their registry with updates, announcements and news to keep them engaged. This meant that when it was time for the SPP, their registry was well informed as to the company’s vision and strategy and was more inclined to participate.
We worked with RAC to help set-up an SPP landing page so that shareholders had a central repository of information about the SPP and knew exactly how to apply for and when they would get their shares.
Shareholders with phone numbers on the registry were sent SMS messages while others received phone calls, helping RAC inform shareholders of the SPP and the reasoning behind it.
📍 The first SMS campaign alone led to an additional 23 applications, amounting to $440k, received from shareholders that otherwise may not have known about the offer or been informed enough to participate.
Daniel Tillett, CSO and ED @ Race Oncology 🧪
The Solution ✅
🚀 Use the InvestorHub mail out and Welcome Page to increase the number of shareholders on your registry
Welcome new investors to the company with a custom onboarding postcard which includes a QR code. This can be linked to any onboarding flow, but bringing them to the Investor Hub with a video from the CEO would be an amazing welcome. During the flow, you will capture emails as well as investors self-verifying themselves as sophisticated investors. You can edit your Welcome Page in your Investor Hub to create a great first point of contact for new and uncontacted investors.
Check out our article on publishing your Welcome Page here.
📍 If you are interested in an onboarding campaign, reach out to your Account Manager and they will give you a breakdown of the price and create a template design for you.
🚀 Utilise social channels to maximise reach
Post through popular social channels such as twitter, Hotcopper and Linkedin to direct investors to update and register their emails addresses with the Investor Hub. Investors who follow the company on socials are more engaged and will be easier to collect contact information from.
Highlight the benefits of being reachable to your investors such as email alerts for announcements or invitations to webinars or events, so that they are more inclined to sign up and be rewarded for being engaged.
🚀 Direct investors with your announcements
Notify current and potential investors to your efforts to increase engagement by highlighting it in announcements and directing investors to your website and hub. Announcements will drive the largest traffic and are one of your best tools in getting investors more engaged.
Distributing your Hub - content examples 📝
Need help?
These are our initial pointers for companies who want to boost their shareholder reachability through InvestorHub. We'd love to hear what works best for you, and if you have any questions on the above, you can reach out to your Account Manager.