multichannel, multi-engagement, multiple pathways for...

David Glass, Senior Director, Online Marketing & Membership at World Wildlife Fund

Sally Heaven, Senior Customer Success Lead at Blackbaud

Multichannel, Multi-engagement, Multiple

Pathways for World Wildlife Fund Supporters

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Sally is a Customer Success Manager at Blackbaud, working closely with nonprofits for over 10 years to help them achieve success using Blackbaud’s solutions. She previously spent 7 years at the Human Rights Campaign, the nation’s largest LGBTQ civil rights organization, managing the online advocacy program.

Sally Heaven, Blackbaud

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David has been with WWF since 2007, leading its online fundraising efforts since then and expanding into overseeing all of its direct response marketing since 2012.

David leads a team of 16 talented marketers responsible for maximizing membership-level revenue – as well as assisting with mid-level and legacy giving.

David Glass, World Wildlife Fund

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What is Multichannel?

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What a difference a few decades makes

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What a difference a few decades makes

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Changes to direct marketing

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Blackbaud 2015 Charitable Giving Report

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Luminate Online Benchmark Report

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Multichannel Research

• Blackbaud industry research analyzes trends and looks to

the future of nonprofit marketing

• The Blackbaud Institute drives research and insight to

accelerate philanthropic impact

• npENGAGE is Blackbaud’s blog about the nonprofit

marketing space

• Whitepapers are written by industry level nonprofit experts

• The donorCentrics Index of Direct Marketing Fundraising

and the Luminate Online Benchmark Report are updated

annually

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World Wildlife Fund: Meet Supporters Where They Are

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WWF Mission and Key Stats

• WWF’s mission is to conserve nature and reduce the most

pressing threats to the diversity of life on earth.

• Founded in 1961

• More than 1 million members in the U.S. and 5 million

worldwide

• On the ground in more than 100 countries

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Ways to Engage

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Membership Revenue by Channel

Direct Mail

Telemarketing

Online

Peer-to-peer

DRTV

Face to Face

• Online vs. Direct Mail

Trends

• What are the next

channels?

• How to measure

acquisition ROI?

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List Growth Via Advocacy

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1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

2014 2015 2016

Email list growth Activists across Platforms

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Sustainer Revenue

DRTV

Face to Face

Offline

Online General

Online Paperless

• Nearly 20% of Membership

revenue comes from

monthly donors

• How to increase monthly

giving

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Advocacy

• Multichannel approach

• Ambassador program

• Third-party sites

• Advocacy pathways

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Peer to Peer Fundraising

• Athletic events include Tough Mudder,

Rock ‘N’ Roll Marathons, NY

Marathon, etc.

• Birthdays and special occasions are

also popular

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Online Gift Center - Adoptions

• Print catalog helps drive online revenue

• Strong acquisition channel

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One-time Donations

• One-time donation emails tied

to special occasions, year-end

and renewals

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Monthly Donations

• Primary ask in email

appeals

• Default choice on

main donation page

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Paperless Membership

• Launched in 2011

• Meets needs of many supporters

• Appeals mostly to existing donors –

success with email and direct mail

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Direct Response Television (DRTV)

• The majority of donors are

using a mobile device to

make their DRTV donation

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Face to Face Fundraising

• Focus is on monthly giving and

growing a new channel.

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Corporate Marketing Programs

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Social Media

• More about communications

than fundraising

• But…advertising growing

rapidly

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Fish where the fish are

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Keep in touch!

sally.heaven@blackbaud.com

202-609-6417

For more information, resources, and conversations, visit:

blackbaud.com/research

npENGAGE.com

david.glass@wwfus.org

202-495-4111

twitter.com/dglasswww