an integrated fundraising program success story

An Integrated Fundraising Program Success StoryThe Kidney Foundation of Canada

Kelly LachanceThe Kidney Foundation of Canada

Leah Eustace, ACFREGood Works

#FRDay14 KFOC + Good Works @KelDuc | @LeahEustace

A bit about us

Leah Eustace, ACFRE@LeahEustaceGood Works

Kelly Lachance@KelDucKidney Foundation of Canada

#FRDay14 KFOC + Good Works @KelDuc | @LeahEustace

What we’ll cover

• What is integrated marketing?

• Where KFOC was

• Where KFOC is now

• How did we get there?

• Where KFOC is headed

• Lessons learned

• Questions

#FRDay14 KFOC + Good Works @KelDuc | @LeahEustace

What is integrated (or multichannel) fundraising?

The use of multiple channels to raise money

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Why should we be embracing it?

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Generational differences

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Where was KFOC in 2011?

$0

$500,000

$1,000,000

$1,500,000

$2,000,000

$2,500,000

FY2006 FY2007 FY2008 FY2009 FY2010 FY2011

GROSS REVENUES

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Where was KFOC in 2011?

FY2006 FY2007 FY2008 FY2009 FY2010 FY2011 FY2012

DONORS

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Where KFOC was in 2011

• Monthly donors represented only 1.5% of the active donor file

• Donor renewal rate declining

• Number of gifts per donor low

• Direct mail needed review

• Cultivation and stewardship didn’t exist

• Separate databases for national office and regions

• Staff turnover

• Silos

#FRDay14 KFOC + Good Works @KelDuc | @LeahEustace

Where KFOC is now

$0

$500,000

$1,000,000

$1,500,000

$2,000,000

$2,500,000

FY2006 FY2007 FY2008 FY2009 FY2010 FY2011 FY2012 FY2013

GROSS REVENUES

#FRDay14 KFOC + Good Works @KelDuc | @LeahEustace

Where is KFOC now?

FY2006 FY2007 FY2008 FY2009 FY2010 FY2011 FY2012 FY2013

DONORS

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Where to start?

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Where to start

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Tactics: Communication and Education

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Tactics: Direct Mail

Then

• All signed by the same person

• Institutional and academic

• Little segmentation

• 4 house appeals

• 2 prospect appeals

• National separate from regional

Now

• Variety of signatories

• Stories

• Lots of segmentation/variables

• 6 house appeals

• 2 prospect appeals

• Regions sharing lapsed data

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Tactics: The Phone

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Tactics: Online

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Tactics: Friends and Family

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Tactics: Monthly Giving

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Tactics: Prospecting

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Tactics: Prospecting

0

1000

2000

3000

4000

5000

6000

7000

8000

2010 2011 2012 2013

New Donors

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Segmentation

• Active, inactive, lapsed, long lapsed

• English, French

• High end

• Monthly

• Once-a-years

• RFM

• Source (online, region)

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Storytelling

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Multichannel integrated program

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Cross-Promotion

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Lessons Learned

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What does the future hold?• Legacy marketing

• Matching gifts within direct marketing

• Further database integration

• More e-appeals

• Dedicated mid-level giving program

• Establishment of gift club program$1,500,000

$1,600,000

$1,700,000

$1,800,000

$1,900,000

$2,000,000

$2,100,000

FY2011 FY2012 FY2013

GROSS REVENUES

#FRDay14 KFOC + Good Works @KelDuc | @LeahEustace

Questions?