hjc bb seminar - blackbaud presentation vancouver draft one sept 6 2012

04/11/2023 The Raiser’s Edge(i) 1

HOW DATABASE EXCELLENCE CAN SEPARATE YOU FROM THE PACKwith guest speaker Michael Johnston

Craig White Manager, Blackbaud Canada

04/11/2023 2

At the end of the session, we’ll ask you to go online and fill out our integration survey. We’ll select 1 WINNER to receive complimentary 1-hour CRM fundraising consulting session

Take our survey at the end of the session!

http://www.surveymonkey.com/s/X5T9BRP

04/11/2023 3

Ego-philanthropy

Feeling the need to be their own

fundraising brand

Tribute Mania

The need to tell the world about your

parents and friends and

family

Hyper-adventure

giving

Feeling young and having fun

while giving

Hyper-choice

The death of unrestricted

giving

Customized Workplace

giving

The last opportunity in the 21st century?

THE FUTURE, AND CURRENT, DONOR

Proprietary & Confidential04/11/2023 Slide 3

04/11/2023 4

MID-AGED DONORS AND EGO-PHILANTHROPY AND TRIBUTE MANIA

04/11/2023 5

04/11/2023 6

• How boomers act – compared to civics and how this makes sense for online social network fundraising…

04/11/2023 7

04/11/2023 8

04/11/2023 Meghan Solomon 9

PEER TO PEER AND MILESTONE GIVING

04/11/2023 10

HYPER-ADVENTURE GIVING

FEELING YOUNG AND HAVING FUN WHILE GIVING

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78 million boomers in the US are beginning to retire… one survey found ½ want to have a positive

social impact*…why not give them something to do…

* NYTimes, Nicolas Kristof

04/11/2023 12

As one boomer says on helping charities: “It wasn’t a matter of being a Mother Teresa. It was a matter of, ‘Boy, that sounds like

fun!”…

* NYTimes, Nicolas Kristof

04/11/2023 13

STRETCH GOALS…

Proprietary & Confidential04/11/2023 Slide 13

STRETCH GOALS…

04/11/2023 15

HYPER-CHOICE

THE DEATH OF UNRESTRICTED GIVING

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K I V A – L O A N / G I V EO X F A M C A N A D A P O P U L A T E S T H E B A C K E N DP E O P L E C A N C H O O S E C O U N T R Y, T H E M E , P R O J E C T A N D T H E N G I V E M O N E Y, M A K E A L O A N , M A K E A T E A M O R P E R S O N A L P A G E …

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04/11/2023 18

Automated counter –

demonstrates impact

Matching gift

component

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Your own personal campaign

page – celebrates your work and your

staff!

04/11/2023 20

Depts & Individuals can create their own

fundraising webpages

Nothing like some

friendly competition!

04/11/2023 21

THE BEGINNING OF A REDEFINITION OF A ‘PHYSICAL, CATCHMENT, COMMUNITY BASED FUNDRAISING…

Cost to acquire a monthly donor ($17/month) is currently standing at 14-16 month breakeven

It has a chance to increase their annual campaign database by 3000%.

04/11/2023 22

NEW WAYS TO GET COMMUNITY SUPPORT...

04/11/2023 23

$1,000

0% 20% 40% 60% 80% 100%

Percent Giving

CANADIAN GENERATIONAL GIVING

Boomers

Civics

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

20-30 year old

31-46 year old

47-65 year old

65+ year old

04/11/2023 25

FUNDRAISING REALITY THAT IMPACTS CRM

04/11/2023 26

MULTI-DIMENSIONAL DEMAND FOR BETTER CRM ABILITY…

Horizontally

StyleMessagingTheme

Renewal

Donor Development

Acquisition

lly In a

chronological customer

contact flow

04/11/2023 27

INTEGRATION TO GROW YOUR PYRAMID

Prospects

One-off

Monthly

One-off

Prospect

Monthly

04/11/2023 28

345 middle donor

gifts worth

approximately

$345,000

28 endowments gifts worth

approximately $100,000 to $2.3

million each Cost to create and

deploy online

survey: $7,500ONLINE – PLANNED GIFTS AND MAJOR GIFTS…

A recent online survey found

04/11/2023 29

CRM IMPACT TASK ONE: THE DATA

THE FIRST TRIUMVIRATE

THE FUNDRAISING TRIUMVIRATE

Self-Identification

Surveys

Propensity Modeling and

Wealth Screening

A FOURTH?

ACCESSING ALL DATA SOURCES ON YOUR MOBILE…

04/11/2023 34

How RE can help you find the best way to categorize and act in an integrated fundraising manner e.g. manually assigning a giving score

RE Screen with the VIP Giving Score at the bottom

04/11/2023 35

CRM IMPACT TASK TWO: INTEGRATE CHANNELS…

04/11/2023 36

HOLIDAY 2011 CAMPAIGN

The campaign featured a landing page, which displayed “messages of hope”, left by constituents when they were making donations. The landing page also featured a video with a brief explanation of what the BC Cancer Foundation is, a campaign thermometer and a promotion of the ability to send e-Cards.

04/11/2023 37

04/11/2023 38

HOLIDAY 2011 CAMPAIGN

The campaign was active for about three weeks, ending on December 31, 2011. It included:

1. Google AdWords Search Network (Paid Account)

2. Google AdWords Display Network

3. Google AdWords Search Network (Google Grant Account)

4. Email – 4 waves

04/11/2023 39

DM engagement device

04/11/2023 40

RESULTS• Overall Revenue: 1,272 gifts, $275,003, $216.20 average gift

1. Big Breakthrough #1: Google Search and Adwords - $2,500 spent with a return of $58,000.

2. Big Breakthrough #2: Integration across channels worked

3. Big Breakthrough #3: More emails, with personalization and e-cards, led to more money online

4. 60% increase in gross revenue from the year before by combining direct mail and online – in part with the data used from RE

Let’s look at integration ability…) >>

04/11/2023 41

The Appeal tab shows what mailings, email, etc have been sent to the donor

04/11/2023 42

The segment tab allows multiple queries to be processed and eachquery is de-duped against each other so constituents only receive onemailing.

04/11/2023 43

CRM IMPACT TASK THREE: ACQUISITION

04/11/2023 44

#3 – ACQUISITION

• giving people the opportunity to interact and provide info • Sick Kids survey• Welcome Packages • Petitions

04/11/2023 45

HAVE AN INTEGRATED WELCOME STRATEGY – THAT ATTEMPTS TO TAKE DONORS TO THE NEXT ENGAGEMENT LEVEL AND LEVERAGES RE

04/11/2023 46

Thank you

letterGift

Receipt

Mail Welcome Packet

Online welcome

series

Thank you call

Hand written

note/cardOnline. OTG x x x x

Online. Monthly x x x x Online. Honour x x x x

Online. Memorial x x x x DM. OTG x x x x

DM. Monthly x x x x White mail x x x x

Personal page creator x x

Personal page donor x x x

Major gift online x x (hand

delivered) x x

Major gift offline xx(hand

delivered) x x x

Corporate gift online x

x(hand delivered)

Corporate gift offline x

x(hand delivered)

04/11/2023 47

• The cultivation survey:

• Sent to 57,400 donors

• 3 key segments: Monthly, Active & Lapsed

• 5,530 responses (response rate of 11%)

• Raised $17,574 – a bonus!

• Reactivated 30 donors

• Found 85 expectances and 292 legacy leads

• 143 middle and major donor leads!

• Key: shared budgeting!

I N T E G R A T E D O N L I N E S U R V E Y : B E S T P R A C T I C E T O S T A R T Y O U R L E G A C Y, M A J O R , M I D D L E G I F T I D E N T I F I C A T I O N A N D A P E R F E C T C O M P L I M E N T T O B B ’ S G I V I N G S C O R E

04/11/2023 48

C R O S S D E PA R T M E N TA L S H A R I N G , L E A R N I N G A N D L E A D G E N E R AT I O N …

04/11/2023 49

1. Collect personal preferences of donors for targeted marketing appeals

2. Collect demographic data for marketing purposes – and connect it automatically to the database!

3. Build a deeper relationship with donors – give them a platform to be heard

4. Uncover leads for other forms of giving – including legacies, middle gifts, and major donor gifts

T HE GOAL S OF T HE S URV E Y

04/11/2023 50

AND REMEMBER, ACQUISITION IS NOW MULTI-STEP…

Lead Acquisition & Conversion

Direct mail

Telemarketing

DONORS

Advocacy

Social Media

04/11/2023 51

E-PETITION

Phone number: or you can’t start!

Counter: social proof

Comments: priority for calls

Subscribe:for cultivation

More info:legitimacy

04/11/2023 52

THE DIFFERENT CONSTITUENCIES CALLED…

10.00%

12.00%

14.00%

16.00%

18.00%

20.00% 18.50%

Recent Lapsed Monthly DonorOnline Petition OnlyE-newsletter SubscriberLapsed Single Gift Donor

CPMD $75

04/11/2023 53

CRM IMPACT TASK FOUR: CULTIVATION

04/11/2023 54

#4 – CULTIVATION

• You grow your program by taking good care, cross channel, of your new and renewed donors

• The donor ‘lifecycle’ helps craft the approach...

04/11/2023 55

LIFECYCLE BASICS FOR ‘POLITICAL’ SUCCESS

• Shared agreement between fundraising and non-fundraising departments on the ‘big picture’ lifecycle plan e.g. how are non-fundraising and fundraising ACTIONS coordinated to give a deeper relationship to the organization triggering a closer and more generous view from the supporter

• Shared agreement between all types of giving (e.g. planned giving, major gift, middle donor, monthly giving, etc) on when individuals are approached to be converted to the next level of giving. In other words, when is a new gift giving opportunity triggered?

• Shared agreement on what happens on first entry; graduation and lifetime events (e.g. birth of children, first job, grandchildren, death of alumni friends, etc)

• Shared agreement on what information will be gathered, and how it will be gathered e.g. the Drip Marketing approach

• Shared agreement on how that information will be used and when e.g. birthdates, likes and dislikes, favourite memories, most important instructor at school, etc

04/11/2023 56

LIFECYCLE SKELETON

• The first category should be life event. It can include those important events e.g. acceptance, graduation, birth of child, marriage, retirement, death, etc

• The second category should be non-fundraising communication. It can include alumni relations or patient (family) communication touch points

• The third category should be fundraising solicitation. It should include every type of giving e.g. text, monthly sustainer, planned giving, etc

• The fourth category should be channel choices for each of the proactive interactions for a constituent

• The fifth category would be one labelled cooperation. It would explicitly talk about the necessary cooperation to make an interaction successful

• The sixth category would be one labelled outcome. It would explicitly talk about the outcome that the interaction should inspire

04/11/2023 57

AN EXAMPLE...

04/11/2023 58

CRM IMPACT TASK FIVE: REPORTING

04/11/2023 59

#5 – REPORTING

• With limited resources, how do you use reporting to point you to the most effective activities?

04/11/2023 60

04/11/2023 61

Go online and fill out the survey! We’ll select 2 WINNERS to receive complimentary 1-hour CRM fundraising consulting session

http://www.surveymonkey.com/s/X5T9BRP

Take our survey!

THANK YOU!

PAIRING KEY TENANTSTO BLACKBAUD PRODUCTS

Craig White Manager, Blackbaud Canada

04/11/2023 64

• Identify

• Market

• Acquire

• Cultivate

• Evaluate “Reporting”

HJC RECAP - 5 PILLARS

04/11/2023 65

THE DONOR LIFECYCLE

Retain

Identify

Market

Consider

Research

Supports

ReportsAnalytics

ListsFriend of a Friend

Direct MailTelemarketing

E-maileNews

Face-To-Face

Interest has been peaked

Social MediaWebsite

DonatesVolunteers

Attends Event

Feels the MissionEnjoyed Donor Experience

Feels AppreciatedUnderstands Impact

Acquisition

Cultivation

Are you doing enough to forge this connection?

StewardshipThank You

ReceiptMoves Management

Inspired by: ”Consumer Decision Journey”, David Court, McKinsey Quarterly 6/2009

Inspired by: Branding in The Digital Age, David C. Edelman, Harvard Business Review

10/2010

04/11/2023 66

A FULLY INTEGRATED SOLUTION OFFERING

Constituent Relationship Management (CRM)| Direct Mail | Relationship Management |Prospect Identification | Moves

Management |

Real-time, seamless integration

Multi-channel relationship

management

Enables a holistic view of supporters

The Raiser’s Edge i

04/11/2023 67

LEVERAGING ANALYTICS

04/11/2023 68

THE DONOR LIFECYCLE

IdentifyReportsAnalytics

ListsFriend of a Friend

Acquisition

04/11/2023 69

Helps you raise more money by:

• Giving you the power to target and identify your best supporters

• Saving you time and money by knowing who to invest in and who not to invest in

• Improving efficiency with managing your constituents in RE

• Segmenting your constituents into four unique groups based on their likelihood & capacity to give a gift to your organization

THE GIVING SCORE – SMART ANALYTICSIN THE RAISER’S EDGE

04/11/2023 70

GIVING SCORE ANALYSIS – DASHBOARD REPORTS

04/11/2023 71

A WORKSPACE TO TURN THE SCORE INTO ACTION

04/11/2023 72

MULTI CHANNEL MARKETING

04/11/2023 73

THE DONOR LIFECYCLE

MarketDirect Mail

TelemarketingE-maileNews

Face-To-FaceSOCIAL MEDIA

Acquisition

04/11/2023 74

• Donors acquired online who give through multiple channels are worth up to 3X more than those who give through a single channel

• Over a 4 year period…• Donors acquired online give an average $128• Donors acquired by mail give an average $63• Donors acquired online but also give offline

donate on average $197

• Details at: https://www.blackbaud.com/files/resources/downloads/WhitePaper_MultiChannelGivingAnalysis.pdf

THE IMPORTANCE OF MULTI-CHANNEL MARKETING

Details at: https://www.blackbaud.com/files/resources/downloads/WhitePaper_MultiChannelGivingAnalysis.pdf

Acquired Online Acquired by Mail$0

WEBONLY

MAILONLY

ALLGIFTS

04/11/2023 75

A MULTI-CHANNEL EXAMPLE: ROOM TO READ

04/11/2023 76

ACQUISITION

04/11/2023 77

THE DONOR LIFECYCLEConsider

Research

Supports

Interest has been peaked

Social MediaWebsite

DonatesVolunteers

Attends Event

Acquisition

04/11/2023 78

USER REGISTRATION AND E-NEWS SIGNUP

04/11/2023 79

MONTHLY DONORS

04/11/2023 80

EVENT SIGN UP

04/11/2023 81

• Different types of event sign up:- Peer-to-peer- Community based- Third party event- RSVP- Virtual events

EVENT SIGN UP

04/11/2023 82

CULTIVATION

04/11/2023 83

THE DONOR LIFECYCLE

RetainSupports

DonatesVolunteers

Attends Event

Feels the MissionEnjoyed Donor Experience

Feels AppreciatedUnderstands Impact

Cultivation

StewardshipThank You

ReceiptMoves Management

04/11/2023 84

Mail Template

Landing Page

Donation Form

EMAIL MARKETING CAMPAIGN EXAMPLE

04/11/2023 85

TYPES OF BENCHMARK RESULTS

M OBIL E E X P E RIE NCE

04/11/2023 87

DONOR EXPERIENCE STAFF PRODUCTIVITYVS.

04/11/2023 88

THE RAISER’S EDGE MOBILE APP – IN DETAIL

04/11/2023 89

REPORTING & ANALYSIS

04/11/2023 90

THE DONOR LIFECYCLEAcquisition

Cultivation

Are you doing enough to forge this connection?

04/11/2023 91

MEASURE TO MANAGE IN THE RAISER’S EDGE(i)

Seamless integration with Online Forms and Email

Marketing tool

Easily drill into details

Dashboards designed for your needs

Library of pre-built queries, filters and reports

Measure Key Performance Indicators (KPIs) Specific to

Your Organization”

04/11/2023 92

• Analyzes critical metrics to evaluate potential areas for sustainable fundraising improvement.

- Benchmarked metrics against peer group.

- Discussed best practices to improve fundraising performance.

- Identified areas of improvement with highest impact.

BE NCHM ARK US ING AF P ’S F UNDRAIS ING E F F E CT IV E NE S S P ROJ E CT

04/11/2023 93

F UNDRAIS ING E F F E CT IV E NE S S P ROJ E CTIN T HE RAIS E R’S E DGE

04/11/2023 94

AF P ’S ANALY S IS OF G IV ING T RE NDS2005 - 2010 FEP Trends

All 2007 2008 2009 2010

Average Annual Growth(2007-2010)

Anticipated Future Annual Growth

Average Yearly Giving/Donor $956 $1,008 $1,082 $1,089 4.4% 1.0%

Average Donors/Org 1,720 1,619 1,541 1,516 -4.1% 1.0%

Avg Total Donations/Org $1,644,931 $1,632,806 $1,667,281 $1,650,999 0.1% 1.0%

FEP Quartile Analysis - Industry Average

• Donor Retention Avg $/ Donor

Top 25% 59.1% $3,382

Third 25% 46.2% $1,004

Second 25% 34.7% $515

Bottom 25% 18.7% $212

Average 43.1% $923

04/11/2023 95

How are your donor retention rates?

• Where is room for improvement in average yearly gift per donor?

- yours vs. $1089 (Industry Average per AFP)

• Opportunities to reach more donors with peer to peer fundraising tools that harness the power of social media

Possible Suggested areas of focus:

• Average gift size for ALL donors shows room for improvement compared to peers.

• Retain a higher percentage of donors – retained donors are worth more, less expensive to reach. Goal is to slightly improve retention rate with better tools for stewardship.

W E C A N G I V E O B S E R VAT I O N S V E R S E S Y O U R P E E R S

RE T URN ON INV E S T ME NT

04/11/2023 97

Year1 Year2 Year3 Year4 Year5

-$100,000

$100,000

$300,000

$500,000

$700,000

Cumulative Investment Cumulative Additional Revenue Cumulative Net ROI

S AMP L E CUM UL AT IV E 5 Y E AR ROI

THANK YOU!

Craig White craig.white@blackbaud.ca

Jacqueline Gutbrod jacqueline.gutbrod@blackbaud.com

Barry Weaver barry.weaver@blackbaud.com

hjc bb seminar - blackbaud presentation vancouver draft one sept 6 2012

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