nonprofit success workshop - convio• penelope burke study found 46% of lost donors due to “a...
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1©Convio, Inc. | PageTwitter hashtag: #ConvioNSW
Nonprofit Success Workshop9/15/2011 @ NYC
Instructor: Jennifer Darrouzet
2©Convio, Inc. | PageTwitter hashtag: #ConvioNSW
Change Happens
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Agenda
• The Next Generation of American Giving
• Communication Trends
• Major Gift Fundraising
• Acquiring New Donors
• Top 10 Multi-Channel Marketing Principles
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Revenues Flat & Donors Down
Source: Target Analytics
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New Donor Acquisition Down
Source: Target Analytics
6©Convio, Inc. | PageTwitter hashtag: #ConvioNSW
Bright Spot Analysis
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
096/
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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The Next Generation Study
8©Convio, Inc. | PageTwitter hashtag: #ConvioNSW
$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
58% Give35.9M donors$796 yr/avg4.2 charities$28.6 B/yr
56% Give28.5M donors$341 yr/avg3.6 charities$9.7B/yr
67% Give52.2M donors$901 yr/avg5.2 charities$47.1 B/yr
79% Give30.8M donors$1066 yr/avg6.3 charities$32.7 B/yr
Who’s Giving?
Size of each pie is significant –represents total population of eachgeneration
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Today’s supporters are channel-hoppers
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ANNUALGIVING
DONATED BYCHECK BY MAIL
PRIMARY CHANNELS FORUPDATES
REGULARLY ON FACEBOOK
Channels for Revenue & UpdatesMatures
39MPOPULATION
Boomers Gen X
78MPOPULATION
62MPOPULATION
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Channels for Awareness
Gen YMainstream media 27%Word of mouth 22%School 18%
Gen XMainstream media 24%Word of mouth 18%Mail 16%
BoomersMainstream media 28%Mail 19%Word of mouth 16%
MaturesMail 35%Mainstream media 24%Word of mouth 18%
52% first heard childhoodAverage time support: 4 yrs
55% first heard 30’s+Average time support: 13 yrs
68% first heard 30’s+Average time support: 15 yrs
32% first heard childhoodAverage time support: 7 yrs
12©Convio, Inc. | PageTwitter hashtag: #ConvioNSW
Rare Consensus re: Social Channels
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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What We Mean by Multi-Channel
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What Multi-Channel Is
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Channels Work Together
Offline-only donorswho get email from an organization
give doubleover a lifetime
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Channels Work Together
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What Multi-Channel ISN’T• Major Donor visits website• Submits a form• Receives “Did You Know?”
email (about program he funds)
• Member signs up to fundraise• Gets emails & phone calls about
everything but fundraising
• Event attendee makes cash gift • Receives direct mail thank you• Never invited again (invites
went out via email)
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Why Multi-Channel Matters
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1. Revenues are flat & donors are down
2. New donors are getting harder to acquire
3. Constituent expectations are changing
Why Multichannel Matters
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Obstacles & Solutions
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“We’re very major-donor focused”“Online/Social/Mobile is just a distraction…”
22©Convio, Inc. | PageTwitter hashtag: #ConvioNSW
23©Convio, Inc. | PageTwitter hashtag: #ConvioNSW
The Wired Wealthy Study
The Wired Wealthy
Connecting with Your Mid to Major Donors
An in-depth survey and study by Convio, Sea Change Strategies, and Edge Research
24©Convio, Inc. | PageTwitter hashtag: #ConvioNSW
• Penelope Burke study found 46% of lost donors due to “a failure to communicate.”• feels charity is not fulfilling its mandate• disagrees with change in direction• lost interest in the cause• believes charity no longer needs donor’s support• feels there are more compelling causes out there• believes charity has not kept in touch
Why Donors Stop Giving
How can this be??
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More Channels, Insufficient Staff
Phone
Face-to-Face
Mobile
SocialNetworks
Website
Donor CommunicationChannels, 1991Now in 2011
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Out of Balance
Public (“foreground”)
Staff (“background”)
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90%of organizations store supporter data in more than one place.
50% of organizations use paper, spreadsheets, or electronic address books to manage supporter data.
(Becomes Institutional Memory Loss)
Insufficient Systems
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CC:
FW:
RE:
Channels gone wild
SUBJ: Major donor wants an update…
RE:
RE:
RE:
RE:
CC:
CC:
CC:
CC:
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Channels driving results
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Channels driving results
31©Convio, Inc. | PageTwitter hashtag: #ConvioNSW
Channels driving results
32©Convio, Inc. | PageTwitter hashtag: #ConvioNSW
Channels driving results
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Recognition/Cultivation Step
Timeline$1-
$249
$250-
$499
$500-
$999
$1,000-
$2,499Action
Thank You Letter, Signed by ED with Tax Info (On Letterhead)
Within 24 hours X X X X Print Letter for ED to Sign
Handwritten Thank You Note with Pet Photo
48 hours X X X X Provide Card
Phone Call from ED or Development Director
48 hours X X X Provide Number
Note from Furry Friends Board Chair
2 weeks X X Send Board Chair Info, Card
Call from Furry Friends Board Member
Within 2 weeks X Provide Number
Invitation to Tour Shelter, Mobile Spay/Neuter Clinic, etc.
As Appropriate X Send Invite
Note from Volunteer Shelter Worker, Veterinarian, Adopter, etc
2 months X Identify, Give Stationery
Holiday Cards Send in November Every Year
X X X X Put Together Mailing List
Donor Listing in “The Scoop” Annual Report
Annual X X X X
Invite to “Wag and Purr” Donor Appreciation Event
Annual X X X X Plan, Organize
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Multi-Channel Stewardship
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What could this mean for you?
“YES”Give Again,If called by
BOD
“YES”Increase Amount
From Donor Centered Fundraising, by Penelope Burke
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Don’t let this be you!
Donors not getting calledexcept for ask
From Donor Centered Fundraising, by Penelope Burke
Donors not getting visitedexcept for ask
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Public (“foreground”)Staff (“background”)
Solution: Invest in Balance
• Harness technology in foreground & background
38©Convio, Inc. | PageTwitter hashtag: #ConvioNSW
Test DriveMoves Management & Stewardship Plans
On-the-Fly
39©Convio, Inc. | PageTwitter hashtag: #ConvioNSW
BREAK TIMEReconvene @ _______
Next up: 2 Steps to Acquiring New Donors
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“Our email list is too small”“We can’t reach a wide enough audience”
41©Convio, Inc. | PageTwitter hashtag: #ConvioNSW
List Growth
Joined Convio April 2009
• Fielded petition
• Doubled their list
• Boosted revenue 600%
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List Growth Ideas
Pledges
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List Growth Ideas
Pledges
Give-Aways
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List Growth Ideas
Pledges
Give-Aways
Downloads
45©Convio, Inc. | PageTwitter hashtag: #ConvioNSW
List Growth Ideas
Pledges
Give-Aways
Downloads
Sponsored Donations
46©Convio, Inc. | PageTwitter hashtag: #ConvioNSW
• Acquire multi-channel contact information via engagement campaigns• Ask yourself:
• What are we giving away “free” now?• Is there an item or experience we could give away?• What solutions can we recommend for common issues?• What controversies are we/our constituents facing?• Who might sponsor a donation to grow our circle of friends?
Solution: Offer Incentives
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Pop Quiz!
• Pick a partner NOT with your organization
• State your mission
• What could your partner’s group provide YOUas an incentive worthy of• An email address,• A Facebook “like”, • A Twitter follow,• A LinkedIn group membership, or• Other multi-channel contact information
48©Convio, Inc. | PageTwitter hashtag: #ConvioNSW
Test DriveList Growth
On-the-Fly
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“Social Media doesn’t work for us”“We tried & got nothing”
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“Adapt or Perish”
Percent of online time Americans spend on social networking sites
Source: Nielsen ratings, May 2011
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Had 669 social ties
Had > 200 Facebook
friends* Pew Internet & American Life Project. “Social networking sites and our lives.” 16 June, 2011.. Link**Facebook Published Usage Statistics. Link.
In June 2011, the average American
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Common Ground™
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Common Ground™
54©Convio, Inc. | PageTwitter hashtag: #ConvioNSW
• What are people sharing? Who’s sharing it?
• How relevant are YOU, really?
• Where are relationships being driven forward?
• How can you PROVE you are getting more relevant, & more effective?
• How can your Social efforts be both more responsive & more scaleable?
Turning Your Social Ship
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Let’s Remember that Rare Consensus
GEN Y GEN X BOOMER MATURE
87% 89% 82% 76%
“Peer to peer solicitation is the most acceptable form of solicitation”
56©Convio, Inc. | PageTwitter hashtag: #ConvioNSW
Test DriveGetting Results from Social
On-the-Fly
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Top 10 PrinciplesFor Multi-Generational/Multi-Channel Success
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Be Holistic
VOLUNTEERSDONORS 67%
Source: Fidelity Charitable Gift Fund and VolunteerMatchhttp://www.charitablegift.org/learn-about-charity/news/12-03-2009.shtml
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Be Balanced
ForegroundBackground
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Be Consistent
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Be Present
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Be Likeable
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Guess what these have in common?
50% of facebook posts
25% of tweets
They contain links!
Be Shareable
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Be Welcoming
1 2
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Be Persistent
1
2
3
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Be Data-Driven
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Be Adaptable
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Donors
Prospects
Events
Programs
Corporations Volunteers Media
Academics
Foundations
Partners
Practitioners
Advocates
Lapsed
Brought to You by Common Ground
The donor database(or “central nerve system”)
of the modern nonprofit
Phone
Face-to-Face
Web
Social
Mobile
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• Drop a business card for studies
• Curious? • Get a quote for
Common Ground now• Take a live online tour
Wednesdays @
Thank You!
www.convio.com/commonground
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Appendix
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Meeting Generational Needs
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Meeting Generational Needs Template
Gen Matures Boomers Gen X Gen Y
Attitudes/Values
Guarded Scrutinize
Time vs. MoneyPremeditated Giving
Online ConnectionRandom, Peer Motivated
Time to Give BackWhat’s In It For Me?
Tact
ics
+ S
trate
gies
73©Convio, Inc. | PageTwitter hashtag: #ConvioNSW
Assessment: How do we reach Matures?
• Annual Tax Receipts
• Guidestar/BBB/Charity Navigator Insignia
• Fundraising Expenditure Disclosure
• E-Newsletters
Guarded
Scrutinize
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Meeting Generational NeedsGeneration Matures Boomers Gen X Gen Y
Attitudes/Values
Guarded Scrutinize
Time vs MoneyPremeditated Giving
Online ConnectionRandom, Peer Motivated
Time to Give BackWhat’s In It For Me?
Tact
ics
+ S
trate
gies
Longer-form appeals
Annual Tax Receipts
Guidestar/BBB/Charity Navigator logos
Fundraising Expenditure Disclosure
E-Newsletter
75©Convio, Inc. | PageTwitter hashtag: #ConvioNSW
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
76©Convio, Inc. | PageTwitter hashtag: #ConvioNSW
Meeting Generational Needs
Matures Boomers Gen X Gen Y
Attitudes/Values
Guarded Scrutinize
Time vs. MoneyPremeditated Giving
Online ConnectionRandom, Peer Motivated
Time to Give BackWhat’s In It For Me?
Tact
ics
+ S
trate
gies
Longer-form appeals
Annual Tax Receipts
Guidestar/BBB/Charity Navigator logos
Fundraising Expenditure Disclosure
E-Newsletter
Renewal Appeals and notices
Event Fundraising Donation (vs. participating)
Basic Donation Forms
Volunteer Opportunities
Data Mining Planned Giving
E-Newsletter
77©Convio, Inc. | PageTwitter hashtag: #ConvioNSW
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
78©Convio, Inc. | PageTwitter hashtag: #ConvioNSW
Meeting Generational Needs
Matures Boomers Gen X Gen Y
Attitudes/Values
Guarded Scrutinize
Time vs. MoneyPremeditated Giving
Online ConnectionRandom, Peer Motivated
Time to Give BackWhat’s In It For Me?
Tact
ics
+ S
trate
gies
Longer-form appeals
Annual Tax Receipts
Guidestar/BBB/Charity Navigator logos
Fundraising Expenditure Disclosure
E-Newsletter
Renewal Appeals and notices
Event Fundraising Donation (vs. participating)
Basic Donation Forms
Volunteer Opportunities
Data Mining Planned Giving
E-Newsletter
Creation of/Donation to a Tribute Fund
Make a Sustained/Committed gift
Sign a pledge
Event attendance
Mobile Site Optimization
79©Convio, Inc. | PageTwitter hashtag: #ConvioNSW
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
80©Convio, Inc. | PageTwitter hashtag: #ConvioNSW
Meeting Generational Needs
Matures Boomers Gen X Gen Y
Attitudes/Values
Guarded Scrutinize
Time vs MoneyPremeditated Giving
Online ConnectionRandom, Peer Motivated
Time to Give BackWhat’s In It For Me?
Tact
ics
+ S
trate
gies
Longer-form appeals
Annual Tax Receipts
Guidestar/BBB/Charity Navigator logos
Fundraising Expenditure Disclosure
E-Newsletter
Renewal Appeals and notices
Event Fundraising Donation (vs. participating)
Basic Donation Forms
Volunteer Opportunities
Data Mining Planned Giving
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
81©Convio, Inc. | PageTwitter hashtag: #ConvioNSW
Tactics Worksheet: Matures
Generation Matures
Attitudes/Values
Family Financial/Professional Giving Orientation and Attitudes
Family out of the house, likely to have grandchildren.
Most likely to give large amounts. Focused on protecting existing investments.
Risk-averse. Focused on known brands and orgs. Places high value on accountability and credibility
Representing your cohort, identify online or offline development office tactics that most appeal to your audience.
TACTIC RATIONALE WHY
Embed Charity Navigator and/org BBB logo in collateral and donation forms.
Data told us that Matures value institutional credibility over anyone else.
82©Convio, Inc. | PageTwitter hashtag: #ConvioNSW
Tactics Worksheet: BoomersGeneration Boomers
Attitudes/Values
Family Financial/Professional Giving Orientation and Attitudes
Has more time to spend on personal hobbies and pursuits.
Starting to form regular giving habits and favorite orgs. Beginning to plan retirement.
Giving more likely to be pre-meditated.Considers “time vs. money” tradeoff
Representing your cohort, identify online or offline development office tactics that most appeal to your audience.
TACTIC RATIONALE WHY
Create and promote a sustained giving program.
This group is attracted to the price point and automated convenience of sustained giving programs.
83©Convio, Inc. | PageTwitter hashtag: #ConvioNSW
Tactics Worksheet: Gen XGeneration Gen X
Attitudes/Values
Family Financial/Professional Giving Orientation and Attitudes
Starting a family, possibly with small children at home. Everything is busy, busy, busy all the time.
Highly focused on career development, also developing a more significant giving capacity.
Focuses on convenience. Giving more likely to be random or the result of peer-to-peer asks.
Representing your cohort, identify online or offline development office tactics that most appeal to your audience.
TACTIC RATIONALE WHY
Develop automated membership renewal efforts that maximize retention rates.
This group in intentional about their giving and renewal efforts, and respond well to online ways to make that easier.
84©Convio, Inc. | PageTwitter hashtag: #ConvioNSW
Tactics Worksheet: Gen YGeneration Gen Y
Attitudes/Values
Family Financial/Professional Giving Orientation and Attitudes
Most likely single, and socially active.
Just starting career, and usually little financial giving capacity, but high enthusiasm for other ways to participate.
Understands things as a value proposition –“What’s in it for me” Looking for ways to “give back”
Representing your cohort, identify online or offline development office tactics that most appeal to your audience.
TACTIC RATIONALE WHY
Promote event fundraising participation opportunities (instead of directdonations).
This group is most likely to participate in an event where gifts are solicited from peers.
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