multichannel, multi-engagement, multiple pathways for...
TRANSCRIPT
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
0
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!
202-609-6417
For more information, resources, and conversations, visit:
blackbaud.com/research
npENGAGE.com
202-495-4111
twitter.com/dglasswww