dolores mcdonagh , principal consultant, charity dynamics
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The Hard Facts About Integrating Audiences What You Might Be Surprised You Didn’t Know and What to D o About It. Dolores McDonagh , Principal Consultant, Charity Dynamics Anastasia Staten , Senior Director, Membership, Foundation Fighting Blindness Craig Zeltsar , Principal, NNE Marketing - PowerPoint PPT PresentationTRANSCRIPT
The Hard Facts About Integrating AudiencesWhat You Might Be Surprised You Didn’t Know and What to Do About It
Dolores McDonagh, Principal Consultant, Charity DynamicsAnastasia Staten, Senior Director, Membership, Foundation Fighting BlindnessCraig Zeltsar, Principal, NNE MarketingKaren Gleason, VP Client Services, NNE Marketing
YEAR END CAMPAIGN: GOALS AND OBJECTIVESDetermine the financial impact of an online year-end campaign
– Are we robbing Peter to pay Paul?: YOY online campaign giving seemed unstable, were we really underperforming or are donors giving to another channel?
– Are we competing with other programs: Anecdotally other fundraising activities thought they were losing income, were they?
Off-line sophistication online: Leverage the robust direct mail segmentation variables to read results of who received the email campaign
Show the value of a multi-channel program: Raising a dollar on-line is cheaper, right?
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2012 Year End Campaign Analysis
YEAR END CAMPAIGN: THE SET-UPConstituent Database
Applied Segments (over 37 variables)
Matched to Who Received Year End Online Campaign
Created “The Frozen File”111,902 Records
Information about each donor at the start of the campaign
Appended Online Historical Information
YEAR END CAMPAIGN: THE SET-UP
Created “The Frozen File”111,902 Records
Information about each donor at the start of the campaign
Full Analysis Tool with Drill Down Capabilities
Year-End Transactions Made (any gift)
Appended Online Actions Taken
YEAR END CAMPAIGN: ONLINE ANALYSIS Giving Category Donors YE Gifts YE RevenueAll Online 4 10 $255.00DR Only 51 137 $7,925.00Integrated 38 88 $23,225.00Mail (Online Respone) 3 3 $1,050.00Mail (Snail Mail Response) 1,014 1,059 $126,503.08Multi-Department 24 64 $8,264.90Online (Non-Social) 204 217 $42,859.00Online Solicitation 290 302 $52,745.00Other 82 89 $35,082.21Social (including Blog) 17 17 $650.00Telemarketing 426 639 $39,445.00VisionWalk 795 934 $115,862.85Whitemail 69 96 $20,572.31(blank) 108,885 Grand Total 111,902 3,655 $474,439.35
• Views year-end gifts and revenue by a defined, mutually exclusive category.• The constituents receiving the year-end email campaign contributed $474,439
through 3,655 gifts.• 3,017 (2.7% of the people receiving an email) made a contribution.
Only 62 people gave to multiple channels.
Of the 108,885 people who didn’t make a gift:80,570 didn’t open any
emails.53,342 had never made a
gift.27,419 had made their
last gift 37+ months ago.
YEAR END CAMPAIGN: ONLINE ANALYSIS
• Only 25% of the people who received the emails opened at least one.
Worth 57% of the total year-en revenue
40% were 0-6 month donors
22% were 25+ months lapsed
Less than 1% of the people opened all of the emails
Males and females opened the emails at the same percentage
65+% of the revenue from this group came from people who opened at least one cultivation email
YEAR END CAMPAIGN: ONLINE ANALYSIS
• Only 71 people unsubscribed from email at any point (contributing only 4 gifts totaling $325 to any channel)
• Interestingly, only 24% of people coded having a connection to the disease on file opened at least one email – the average of the overall campaign. However, disease coded people made up almost 72% of the revenue
generated over the course of the period.
• Although the same percentage of males and females opened an email: Males made up 38% of the audience receiving the emails, yet
contributed 47% of the total YE revenue 55% of the actual online revenue was from males.
YEAR END CAMPAIGN: ONLINE ANALYSIS
YEAR END CAMPAIGN: ONLINE ANALYSIS 12OnLine Giving Category Donors YE Gifts YE RevenueNo DR Only 39 105 $5,525.00
Integrated 6 12 $940.00Mail (Snail Mail Response) 765 804 $83,252.08Multi-Department 7 21 $1,816.90Online (Non-Social) 43 43 $12,451.00Online Solicitation 76 76 $9,822.00Other 67 73 $26,599.03Social (including Blog) 10 10 $355.00Telemarketing 351 528 $25,977.00VisionWalk 758 888 $106,365.07Whitemail 57 75 $18,348.75(blank) 105,790
No Total 107,969 2,635 $291,451.83Yes All Online 4 10 $255.00
DR Only 12 32 $2,400.00Integrated 32 76 $22,285.00Mail (Online Respone) 3 3 $1,050.00Mail (Snail Mail Response) 249 255 $43,251.00Multi-Department 17 43 $6,448.00Online (Non-Social) 161 174 $30,408.00Online Solicitation 214 226 $42,923.00Other 15 16 $8,483.18Social (including Blog) 7 7 $295.00Telemarketing 75 111 $13,468.00VisionWalk 37 46 $9,497.78Whitemail 12 21 $2,223.56(blank) 3,095
Yes Total 3,933 1,020 $182,987.52Grand Total 111,902 3,655 $474,439.35
YEAR END CAMPAIGN: ONLINE ANALYSIS
• Key takeaway: Donor’s past giving history is a predictor of what they will give to in the future.• For example, 89% of VisionWalk year-end revenue came from donors with
previous event giving on file.• Over 99% of mail revenue came from donors with history of giving to
membership/annual giving style appeals.
Giving Category Event Only
Non-Donor Event
Event & Other
Other (DM, etc.)
Non-Donor Other
Tribute Only Walk Only
Non-Donor Walk Only Grand Total
All Online $95.00 $160.00 $255.00DR Only $2,810.00 $5,115.00 $7,925.00Integrated $12,200.00 $11,025.00 $23,225.00Mail (Online Respone) $1,050.00 $1,050.00Mail (Snail Mail Response) $46,436.00 $79,672.08 $15.00 $30.00 $350.00 $126,503.08Multi-Department $7,084.90 $400.00 $70.00 $710.00 $8,264.90Online (Non-Social) $1,500.00 $20.00 $10,586.00 $21,082.00 $465.00 $410.00 $8,771.00 $25.00 $42,859.00Online Solicitation $143.00 $25.00 $23,465.00 $25,217.00 $3,110.00 $150.00 $300.00 $335.00 $52,745.00Other $4,598.92 $13,880.06 $15,867.67 $185.56 $550.00 $35,082.21Social (including Blog) $25.00 $25.00 $130.00 $215.00 $120.00 $60.00 $75.00 $650.00Telemarketing $13,188.00 $25,102.00 $75.00 $360.00 $720.00 $39,445.00VisionWalk $8,858.00 $30.00 $38,195.46 $465.00 $100.00 $65,823.09 $2,391.30 $115,862.85Whitemail $5,000.00 $8,548.56 $6,973.75 $50.00 $20,572.31(blank)Grand Total $20,124.92 $100.00 $176,618.98 $192,344.50 $4,190.56 $950.00 $77,284.09 $2,826.30 $474,439.35
Integrate where appropriate; innovate where necessary
• Consider holding a test track out next year• Engage people who have no giving history and encourage opening emails –
then convert to donors.• Differentiate those with disease code versus those without. • Build segmentation criteria into email selection strategy
• Don’t just select because we can; select because we should.• Develop targeted creative to speak to the variety of constituent profiles. For
example:• Create a year-end giving “event” email message that emphasizes the
importance of a year-end giving • Support the offline efforts with email copy that references the mail or
phone channels.• Highlight URL’s in mail or on phone to people who are “online responsive”
YEAR END CAMPAIGN: RECOMMENDATIONS
2013 Putting it Into Practice
2013 MEMBER CARD CAMPAIGN• Integrated email/direct mail
campaign for Multi-Channel Members
• Copy and Graphics in sync• Online version alerted
recipients to “Watch their mailbox” for their membership card
• Shorter email copy ‘hit the high points’ and gave readers the opportunity to renew online.
EMAIL CADENCE
Four emails over one month bookending 1st DM effort
Pre Mailing #1 Pre Mailing #2“Resend”
Post Mailing #1 Post Mailing #2 “Forward”
ONLINE ONLY CONSTITUENTS
• Received variation of campaign• Recent donors received “Renewal” messaging• Non donors and long lapsed received “Join Us”
messaging• Tested customized messaging based on
disease coding
RESULTS
Even though file was 20% smaller in 2013 than in 2012, the integrated mail campaign generated
• 2% more gifts• 20% more revenue• 50% more revenue per name in the campaign
READING RESULTS
So many changes between 2012 & 2013 make it difficult to read YOY results
2013 YEAR END CAMPAIGN
• Created A/B test Multi-Channel versus Single Channel
• 10,000 Multi-Channel prospects received email and direct mail
• 10,000 received direct mail only even though they were opted into email
2013 YEAR END CAMPAIGN
• Integrated campaign– Direct Mail– Email– Social– Website
• Integrated copy message• Matching Grant
• The group that received emails was worth 15.3% more than the group withheld from emails (across all year-end giving)
• Email did not turn off multi-channel donors
• Some direct mail donors went online even without email prompting, but complementing direct mail with email lifted web and overall giving.
A/B Split Test Results
MESSAGING BY DISEASE
Did not split test by Disease group - took the leap &
utilized personalized messaging in
selected email efforts
Disease groups were significantly more productive, but it’s not clear that if messaging had an impact or if those willing to share that information are more committed as a group.
Stay tuned for more testing!
Making it work!
INTEGRATION IS HARD WORK
• Working Interdepartmentally
• Managing Multiple Vendors
• Staffing and Resource Restraints
• Synchronizing Data between Systems
Year End Campaign used Annual Report theme of ‘Momentum’
Dolores McDonagh Principal ConsultantCharity [email protected] 301-578-8601 Twitter: @charitydynamics LinkedIn: Dolores McDonagh Facebook: Dolores McDonaghhttp://www.charitydynamics.com Anastasia A. StatenSenior Director of Membership Foundation Fighting [email protected] 410-423-0635LinkedIn: anastasiastaten www.FightBlindness.org
Craig ZeltsarPrincipalNNE MarketingCell 617-429-7999 | Office 781-777-1951LinkedIn: craig-zeltsarwww.nnemarketing.com Karen GleasonVP of Client ServicesNNE Marketing Cell 404-822-8880 | Office 781-777-1951 www.nnemarketing.com