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Integrated Multichannel Marketing and Fundraising Best Practices


Younger Donors Wanted

But it’s more likely him…

Rather than her…


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

Generational Giving Study

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


ANNUALGIVING

DONATED BYCHECK BY MAIL

PRIMARY CHANNELS

REGULARLY ON FACEBOOK

Changing Constituent LandscapeMatures

39MPOPULATION

Boomers Gen X

78MPOPULATION

62MPOPULATION


Direct donation 42% Attended event 19%Visited website 27% Promoted to others15%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 Became Involved


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


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”


Old Theory, New Applications


New Donor Renewal Rate

34.4%

50.9%

Direct Mail

+48%

Integrated Marketing

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.

Donor Value Over 12 Months

$96

$187

Direct Mail

+95%


Lifetime Donor Value

$314

$694

Lifetime Donor Value

Direct Mail

+121%


Channel Integration Value


Acquisition Increasingly Online

3%

16%

6%

27%

Donors Donations

2004 2008

Source: Target Internet donor-centric report


Fundraising has Changed, Permanently• Donors expect more transparency and tangibility

• Direct mail continues but no longer dominates

• Multichannel practices must evolve

• Video, social and mobile become mainstream

• Systems deliver strategic advantage/ productivity


Understand dimensions


Track and influence

relationships

Donors Advocates Volunteers Event attendees Board members Corporations MediaAcademicsPublic officials


Does this resemble the “database” at your

organization?


Traditional

Expensive

Closed

Single channel

On-premise

“Next Gen” Systems

Complex

ManageDonors

Next-Generation

Multi-Channel

Cost-effective

On-demand

Open

Easy-to-use 31 2

Manage All Relationships


• Research tells us that a multichannel approach is the only option for reaching across generational constituencies and for planning for the next generation.

• Key tactics will ease the migration to incorporate digital channels as Boomers come online and younger generations make more significant financial impact.

• Online feeder acquisition• Segmentation methodology• Top 10 multichannel marketing principles

Putting the Pieces Together


Applying Generational & Channel Learnings

Audit online strategy and tactics to determine how we’re meeting generational needs.

Create connections between the online and offline worlds to support generation “migration” and giving channel preference.


How are we meeting Generational Needs?

Matures Boomers Gen X Gen Y

Attitudes/Values

Unconditional Looking for you to be good stewards of their $

Time vs. MoneyPremeditated Giving

Online ConnectionPeer Motivated

Time to Give BackWhat’s In It For Me? Random

Tact

ics

+ St

rate

gies


Assessment: How do we reach Matures?

• Annual Tax Receipts

• Charity Navigator Insignia

• Fundraising Expenditure Disclosure

• E-Newsletters

Unconditional

Stewardship of Donor $’s




Attitudes/Values





Tact

ics

+ St

rate

gies

Longer-form appeals

Annual Tax Receipts

Guidestar/BBB/Charity Navigator logos

Fundraising Expenditure Disclosure

E-Newsletter


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




Attitudes/Values





Tact

ics

+ St

rate

gies

Longer-form appeals

Annual Tax Receipts



E-Newsletter

Renewal Appeals and notices

Event Fundraising Donation (vs. participating)

Basic Donation Forms

Volunteer Opportunities

Data Mining Planned Giving

E-Newsletter


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




Attitudes/Values





Tact

ics

+ St

rate

gies

Longer-form appeals

Annual Tax Receipts



E-Newsletter






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 Fundraising Participation (vs. Donation)

• Social Media

• Mobile Outreach

Assessment: How do we reach Gen Y?

What’s in it for me?Time to give back




Attitudes/Values





Tact

ics

+ St

rate

gies

Longer-form appeals

Annual Tax Receipts



E-Newsletter






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


• Ability to influence the overall relationship through an online campaign

• Online must serve as a list acquisition channel for offline campaigning

Online Feeder Acquisition


• Is it time to begin capturing birth year data and segment based on generational characteristics and assumptions?

• Does the offer and primary action change based on what we know about constituents?

Segmentation Methodology

Cancer OrganizationCancer Research Month

Generation Matures Boomer Gen X Gen Y

Call to Action Give to allCancer

Research

Give to a Cancer

Tribute Fund

Give to a Cancer

Tribute Fund

Create a Tribute for

CancerResearch


• Simplifies messaging and actions

• Cohesive experience

Follow an Integrated Calendar


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

Respect & Acknowledge Giving Behavior


• Channel demographics should influence your decision to promote an offer

Vary Ask and Offers by Channel


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

Empower Constituents to Respond in Channel of Choice


• Opportunity to educate and ultimately convert to donors

Welcome Prospects

1 2


• Embrace channel-hopping and shifts

“Cannibalization” is Retention


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

Gauge Campaign Results across All Channels


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

Factor Engagement into ROI


• To identify and ultimately target highly engaged but underperforming constituents

Leverage Online Data to Build More Effective Traditional Programs


• Determine gaps in existing strategy that new technology might fill

Confront New Technologies


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

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