1 ©2011 convio, inc. | page the top 5 things you need to do to be successful online kenneth kuhler...

1©2011 Convio, Inc. | Page

The Top 5 things You Need toDo to BE SUCCESSFUL Online

Kenneth Kuhler – Senior Account Specialist

© 2008 Convio, Inc.


Keys for Success – Today’s Agenda

• Next Generation of Canadian Giving• The data and what it really means

• Practical Applications of the Research• Understanding the multichannel approach

• Deeper Dive into Online Best Practices

• Closer look at the latest 2011 Convio Benchmarks


• To download: www.convio.com/canadanextgen

• Data on how four generations of Canadians give, how they want to be involved with you and the implications for nonprofits trying to reach these distinct age segments.

Next Generation of Canadian Giving

http://www.convio.com/canadanextgen


Canadian Generational Giving

54% 56% 58% 60% 62% 64% 66% 68% 70% 72% 74% $-

$100.0

$200.0

$300.0

$400.0

$500.0

$600.0

$700.0

$800.0

$900.0

Percent Giving

Ave

rag

e A

nn

ual

Giv

ing

Boomers

Civics

Gen X

Gen Y55% Give2.7M donors$325 yr/avg3.5 charities$.8 B/yr

61% Give4.2M donors$549 yr/avg4.1 charities$2.3 B/yr




Will we still have jobs in the future?

Increase Same Decrease DK

21%

58%

3%

18%15%

66%

4%

16%13%

61%

2%

23%

11%

64%

2%

23%

Donations Planned to One of Three Named Charity Next Year

Gen Y Gen X Boomers Matures


Can anyone guess when this picture was taken?


Applying Generational & Channel Learnings

Audit online strategy and tactics to determine how we’re meeting generational needs.

Create connections between the online and offline worlds to support generation “migration” and giving channel preference.


How are we meeting Generational Needs?

Generation Civics Boomers Gen X Gen Y

Attitudes/Values

Unconditional Looking for you to be good stewards of their $

Time vs. MoneyPremeditated Giving

Online ConnectionPeer Motivated

Time to Give BackWhat’s In It For Me? Random

Tactics +

Strategies


Assessment: How do we reach Civics?

• Annual Tax Receipts

• Charity Navigator Insignia

• Fundraising Expenditure Disclosure

• E-Newsletters

Unconditional

Stewardship of Donor $’s




Attitudes/Values




Time to Give BackWhat’s In It For Me? Random.

Tactics +

Strategies

Longer-form appeals

Annual Tax Receipts

Guidestar/BBB/Charity Navigator logos

Fundraising Expenditure Disclosure

E-Newsletter


Assessment: How do we reach Boomers?

• Renewal Appeals and Notices

• Event Fundraising Donation (vs. Participation)

• Basic Donation Forms

• Volunteer Opportunities

• Data Mining Planned Giving

Pre-meditated Giving

Time vs.. Money




Attitudes/Values





Tactics +

Strategies

Longer-form appeals

Annual Tax Receipts



E-Newsletter

Renewal Appeals and notices

Event Fundraising Donation (vs. participating)

Basic Donation Forms

Volunteer Opportunities

Data Mining Planned Giving

E-Newsletter


Assessment: How do we reach Gen X?

• Create/Donate to a Tribute Fund

• Make a Sustained/Committed Gift

• Sign a Pledge

• Event Attendance

• Mobile Site Optimization

Random, peer motivated

Online connection




Attitudes/Values





Tactics +

Strategies

Longer-form appeals

Annual Tax Receipts



E-Newsletter






E-Newsletter

Creation of/Donation to a Tribute Fund

Make a Sustained/Committed gift

Sign a pledge

Event attendance

Mobile Site Optimization


Assessment: How do we reach Gen Y?

• Premiums/Contests

• Event Fundraising Participation (vs. Donation)

• Social Media

• Mobile Outreach

What’s in it for me?

Time to give back




Attitudes/Values




Time to Give BackWhat’s In It For Me? Random.

Tactics +

Strategies

Longer-form appeals

Annual Tax Receipts



E-Newsletter






E-Newsletter

Creation of/Donation to a Tribute Fund

Make a Sustained/Committed gift

Sign a pledge

Event attendance

Mobile Site Optimization

Premiums/Contests

Event Participation (vs.. Donation)

Social Media

Mobile Outreach


How should we respond to new technologies?


How should we respond to new technologies?

• Determine gaps in existing strategy that new technology might fill. Is our strategy balanced for each generation?

• Set realistic goals for the type of response and constituents that technology will drive as part of investment strategy.

• Is donor conversion a realistic goal for Twitter?

• Should Facebook be used to drive awareness and outreach through peer-to-peer sharing and gift giving

• Would we drive visitation to a museum through Gowalla “check ins”?

• Ensure that constituents, particularly Gen X and Y, have the ability to respond in a channel of preference.


Create Online + Offline Connection

• Research tells us that a multi-channel approach is the only option for reaching across generational constituencies and for planning for the next generation.

• Key tactics will ease the migration to incorporate digital channels as Boomers come on line and younger generations make more significant financial impact.

• Online feeder acquisition

• Multi-channel campaign methodology

• Segmentation methodology


Online Feeder Acquisition

• In the multi-channel world the goals of any online fundraising manager should extend beyond revenue raised online, but the ability to influence the overall relationship through online campaign.

• Online must serve as a list acquisition channel for offline campaigning, similar to capturing an email address in offline channels.


Multi-Channel Campaign Methodology

• Take a multi channel campaign approach by following an integrated fundraising calendar.

• Allow constituents to respond in the channel of choice, regardless of solicitation channel – and expect response to cross channels.

• Respect previous giving behaviors and promote offers with consistency.

• Don’t overlook a customized homepage experience (in addition to email and direct mail) for delivering your integrated appeal.

• Expect to measure response on an aggregate basis. Ease tracking by using shortcut URLs in direct mail.


Segmentation Methodology

• Is it time to begin capturing birth year data and segment based on generational characteristics and assumptions?

• Does the offer and primary action change based on what we know about constituents?

Cancer OrganizationCancer Research Month

Generation Civics Boomer Gen X Gen Y

Call to Action Give to all Cancer Research

Give to a Cancer Tribute Fund

Give to a Cancer Tribute Fund

Create a Tribute for Cancer Research


Let’s look at Canada more closely…

Donation Channels Overall and by Generation


Deeper Dive into Online Best Practices


Traditional Direct Response Model

Prospects

Donors, Participators

Loyal Constituents

■ Rent/exchange donor lists from similar groups

■ “Fish in the same pond”

■ Cannot access younger prospects who are not already on lists

■ Cost per dollar raised for acquisition has risen from ~$0.50 in 1950s to $1.69 today

■ Limited cross-program coordination

Churn first year donors and event participants

30-50%1%

Mailing non-responders is cost prohibitive

99%50-70%

Churn multi-year donors

30-40%

Sources: Estimates based on Convio experience and DMA research including 2005 DMA Response Rate Report, the Direct Marketing Association. Professor Adrian Sergeant, at Henley Management College in Great Britain


Fundraising Emphasis: Matures

Matures

Boomers

Gen XGen Y

26


Integrated Marketing: Annual ValueDonor Value over 12 Months

$107.38$96.25

$187.47

$247.66

$0.00

$50.00

$100.00

$150.00

$200.00

$250.00

$300.00

Online Only Offline Only No eCRM

Offline Only w /eCRM

Dual Channel

Donor Description

12m

o D

on

or

Val

ue

27

Coupled with lifting gift frequency and hence annual value

Donors per segment:Online Only: 253 donorsOffline Only No eCRM: 55,042Offline Only eCRM: 2,844Dual Channel: 3,143


Finding and Retaining Donors

Source: Target Analytics donorCentrics Report


1. Reach – Be everywhere they are

2. Know – Be interested in who they are

3. Welcome – Be intentional in warming them up

4. Cultivate – Be effective in communicating

5. Ask – Be bold in soliciting gifts and making sure to properly steward them after the gift.

The top 5 things you need to be SUCCESSFUL online


#1: REACH!


Constituents have many different entry points to your organization


85% of “Wired Wealthy” are likely to visit your website before making their first gift

Your website is critical

Source: Convio, Sea Change Strategies, Edge Researchhttp://www.convio.com/wiredwealthy


Benchmark Results- web visitors


Benchmark Results- web traffic


Engaging Websites

Canadian Breast Cancer Foundation


Social Media – Facebook

• Facebook has over 500 million active users. 50% of users log on everyday.

• People spend over 700 billion minutes per month on Facebook.

• Average user is connected to 80 community pages, groups and events.

Facebook © 2011


Built-in Donation Forms


Social Media – YouTube

• More than 13 million hours of video were uploaded during 2010 and 35 hours of video are uploaded every minute.

• YouTube reached over 700 billion playbacks in 2010.

• More video is uploaded to YouTube in 60 days than the 3 major US networks created in 60 years.

YouTube© 2011


Members can submit a favorite video and register to win.

Open voting to members!

Video

Nature Canada


Benchmark Results- email file size


Benchmark Results- email file growth


Acquisition- eCards

Canadian Wildlife Federation


Acquisition – Petitions

Canadian Wildlife Foundation


Acquisition- Pledges

Nature Canada


#2. Know

Be interested in who they are, what they want, and how they

relate to you.

(Mind reading ability not required).

http://www.flickr.com/photos/baccharus


Getting to know your members


Membership


Who Are You?

Total Recipients:2,196

Opens:947 (43.24%)

Click-Throughs:471 (21.51%)

Recipient Actions: 386 (17.63%)


Survey your constituents


#3. Welcome

Be intentional in warming them up

www.flickr.com/photos/eelssej_


First impressions count!

Supporter engagement decreases over time

Relevance Curve

0%

10%

20%

30%

40%

50%

60%

1 month 2 to 3months

4 to 6months

7 to 12months

Year 2 Year 3

Time on Housefile

Em

ail O

pen

Rat

e

Org #1Org #2Org #3

Source: Analysis of 3 major nonprofits


Welcome Series- ACHF


Ontario Association of Food Banks


#4. Cultivate Be effective in your online

communications

http://www.flickr.com/photos/question_everything


Subject lines matter

Short subject lines outperform long subject lines

Source – MailerMailer LLC 2008, based on number of characters in subject line


Open Rate vs. Subject Line Length

Analysis of 16 monthly eNewsletters


Source: Email Marketing Metrics, MailerMailer LLC 2008 based on number of characters in subject line

Where are you on this chart?

Longer Subject Lines

Shorter Subject Lines

Lower Open Rates

Higher Open Rates


E-newsletter – Ontario Association of Food Banks


#5. Ask

Be bold in soliciting gifts.

(Wishing and waiting is not asking)


Benchmark Results- online revenue


What Motivates an Online Gift?

Email; 36%

Search; 21%

Direct Mail; 20%

Telemarket-ing; 13%

Other; 10%

Source: 2009 Convio Analysis of one Major Mailer Account


Donation Form– Canadian Breast Cancer Foundation


Donation Form– Canadian Cancer


Encourage sustainer giving programs…


Canadian Wildlife – purchase a “virtual animal”


End-of-Year: A Campaign Approach

Sent mid-December

raised 25% of total

Taking a campaign approach to end-of-year fundraising can generate 4X the results

Kick-off

eCard

Last Chance

Source: Convio analysis of 17 multi-part end-of-year fundraising campaigns in 2008

Sent just before Chanukah /

Christmas raised 19% of total

Sent on December 30/31st raised 56% of total


Unexpected Events – Ability to be Timely


Provide a “mission related” value add premium to their gift

Nature Conservancy Canada


Stewardship – properly thanking donors


Stewardship – keeping your constituents informed of results


Articulating what your contribution will accomplish


Effective storytelling – share success stories.


Engage them in your fundraising


Fundraising Performance Metrics


Increased competition for wallet share. Be the organization that is “15 minutes ahead”.


Q&A

Thank you!

Kenneth Kuhler – [email protected] Account Specialist

512-652-2614

mailto:[email protected]

1 ©2011 convio, inc. | page the top 5 things you need to do to be successful online kenneth kuhler...

Documents

money slide

byr slide

convio benchmarks

page assessment

page keys

generational needs

premeditated giving

good stewards