integrated multichannel marketing and fundraising best ... · source: company whitepaper entitled...

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Integrated Multichannel Marketing and Fundraising Best Practices

2©2011 Convio, Inc. | Page

Generational Giving Study

$0.

$100.

$200.

$300.

$400.

$500.

$600.

$700.

$800.

$900.

$1,000.

$1,100.

$1,200.

30% 40% 50% 60% 70% 80% 90%

% Giving

Tota

l Ann

ual G

ivin

g

Boomers

Gen X

Matures

Gen Y

b. 1965-198058% Give35.9M donors$796 yr/avg4.2 charities

b. 1981-199156% Give28.5M donors$341 yr/avg3.6 charities

b. 1946-196467% Give52.2M donors$901 yr/avg5.2 charities

b. ≤194579% Give30.8M donors$1066 yr/avg6.3 charities

Size of each pie is significant –represents total population of each

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ANNUALGIVING

DONATED BYCHECK BY MAIL

PRIMARY CHANNELS

REGULARLY ON FACEBOOK

Changing Constituent LandscapeMatures

39MPOPULATION

Boomers Gen X

78MPOPULATION

62MPOPULATION

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Direct donation 42% Attended event 19%Visited website 27% Promoted to others 15%Donated goods 23% Volunteered 15%

Direct donation 51% Attended event 18%Donated good 28% Volunteered 16%Visited website 19%

Direct donation 61%Donated goods 25%Attended an event 13%

Direct donation 71%Donated goods 26%Attended an event 13%

Gen Y

Gen X

Boomers

Matures

First Engagement

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Word of Mouth is Critical

GEN Y GEN X BOOMER MATURE

87% 89% 82% 76%

“Peer to peer solicitation is the most acceptable form of solicitation”

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Old Theory, New Applications

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34.4%

50.9%

New Donor Renewal Rate

Direct Mail Integrated Marketing

Donor Value Over 12 Months

$96

$187

Direct Mail

Source: Company whitepaper entitled “Integrating Online Marketing (eCRM) with Direct Mail Fundraising”1 Traditional defined as offline use.2 Internet Enabled defined as both offline and eCRM use.

Integrated Marketing

Lifetime Donor Value

$314

$694

Lifetime Donor Value

Direct Mail Integrated Marketing

Integrated Engagement Increases Loyalty

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Increasingly Multichannel Behavior% say appropriate solicitation channel

GEN Y GEN X BOOMER MATURE

77% 79% 74% 77%

76% 69% 60% 51%

69% 60% 38% 17%

51% 42% 39% 34%

38% 25% 16% 13%

Mail

Email

Social Media

Phone

Text

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Limited staff

Limited budget

Data everywhere

Not enough emails

Don’t have a strategy

Insufficient website

Productivity: Roadblocks to Success

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• Increase staff productivity− Get control of your data− Enhance fundraising and mission operations

• Begin major donor identification and cultivation

• Expand donor universe− With new donor prospecting programs− Grow email file− Leverage peer to peer, social media− Improve conversion/ retention

But, you can…

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Donors

Prospects

Events

Programs

Corporations Volunteers Media

Academics

Academics

Partners

Practitioners

Advocates

Lapsed

CRM = central nervous system

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Measuring List Overlap

Source: Fidelity Charitable Gift Fund and VolunteerMatchhttp://www.charitablegift.org/learn-about-charity/news/12-03-2009.shtml

VOLUNTEERSDONORS 67%

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Overlap isn’t good…it’s GREAT!!

VolunteersAnnual Fund Donors

Prospective Foundations & Corporations

Prospective Major Donors

Foundations & Corporations

Journalists Advocates NonprofitLeaders

Program Recipients

Practitioners

Volunteers

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CG Action Plan Screen Shot Goes Here

PROSPECTIVE MAJOR DONORS

Who are they?

• Business Leaders• Entrepreneurs• Loyal Supporters• Program Recipients

Why are they important?

• Capacity to give gifts with great impact

• Likely to be well-connected

Why do they deserve cultivation?

• Your org could suffer a major setback if you left without documenting moves

• Everyone will look bad if this prospect gets on the wrong list (e.g. asked for $10)

• Proper cultivation = big gifts later (e.g. planned giving as a legacy)

Wants & Needs

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Major Donors Multichannel Too

• 86% visit website before making gift offline

• Only 8% very inspired by websites, emails

• 75% want to control frequency and content

• Want tax receipts, renewal notices and financial progress updates

Source: Wired Wealthy, Convio, Sea Change Strategies and Edge Research, 2008

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Major Donor Process Improvement

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Expand Your Universe• Reach new people

• Understand their preferences

• Welcome them

• Cultivate the relationship

• Ask for support (not limited tofundraising)

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Reach: Email File Expansion

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

$0

$200,000

$400,000

$600,000

$800,000

$1,000,000

$1,200,000

$1,400,000

10/2

006

11/2

006

12/2

006

1/20

072/

2007

3/20

074/

2007

5/20

076/

2007

7/20

078/

2007

9/20

0710

/200

711

/200

712

/200

71/

2008

2/20

083/

2008

4/20

085/

2008

6/20

087/

2008

8/20

089/

2008

10/2

008

11/2

008

12/2

008

1/20

092/

2009

3/20

094/

2009

5/20

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2009

7/20

098/

2009

9/20

0910

/200

911

/200

912

/200

91/

2010

2/20

103/

2010

4/20

105/

2010

6/20

10

Cumulative Online Revenue

# Email Records

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Engage

Acquire Learn

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Average new emails gathered via list growth campaign

Average annual online revenue per email address

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List Growth

Go! Program Participant

• Fielded petition

• Doubled their list

• Boosted revenue 600%

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List Growth Ideas

Basic Ask

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List Growth Ideas

Pledges

Basic Ask

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List Growth Ideas

Pledges

Give-Aways

Basic Ask

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List Growth Ideas

Pledges

Give-Aways

Downloads

Basic Ask

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List Growth Ideas

Pledges

Give-Aways

Downloads

Sponsored Donations

Basic Ask

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Engage

Acquire Learn

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Understand Preferences

Double the response

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Learn: Preferences

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Who Are You?Total Recipients:2,196

Opens:947 (43.24%)

Click-Throughs:471 (21.51%)

Recipient Actions: 386 (17.63%)

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Engage

Acquire Learn

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Lean on established best practices to get the most results from technology

Welcome in a timely manner

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

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Automated Welcome Series

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Cultivation

Content is king

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Deliver Distinctive, Compelling Content

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Percent of Facebook posts | Tweets containing linksSupporters can’t share content you don’t publish and broadcast online

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You Have to Ask Methodically

© 2008 Convio, Inc.

4X the initial amount

Message 1First Ask

Message 2No action – ask again

Message 3Final attempt

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Multi-Part Campaigns1

2

3

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• Research tells us that a multichannel approach is the only option for reaching across generational constituencies, for planning for the next generation and meeting our constituent’s expectations.

• Some key tactics that will ease the migration to incorporate digital channels as Boomers spend more time online and younger generations make more significant financial impact.

Putting the Pieces Together

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• Simplifies messaging and actions

• Cohesive experience

Follow an Integrated Calendar

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• Don’t offend a mid- or major donor with a $15 ask

Respect & Acknowledge Giving Behavior

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• Channel demographics should influence your decision to promote an offer

Vary Ask and Offers by Channel

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• Encourage response in preferred channels while maximizing reach through traditional means

Empower Constituents to Respond in Channel of Choice

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• Opportunity to educate and ultimately convert to donors

Welcome and Romance Prospects

1 2

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• Embrace and encourage channel-hopping and shifts

“Cannibalization” is Retention

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• Establish organization and departmental metrics that support and never penalize for channel shifts

Gauge Campaign Results across All Channels

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• Take the long-term view and gauge response based on engagement and your ability to motivate via each channel.

Factor Engagement into ROI

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• To identify and ultimately target highly engaged but underperforming constituents

Leverage Online Data to Build More Effective Traditional Programs

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• Determine gaps in existing strategy that new technology might fill

Confront New Technologies

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Bringing It All Together

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Thank you for attending!Next Steps: Download today’s presentation and additional

free resources that will help your organization execute multichannel strategies www.convio.com/multichannel

Connect with us! Twitter: @convio Email: info@convio.com Blog: www.connectioncafe.com