the “a-b-c’s” of integrated multi-channel...
TRANSCRIPT
The “A-B-C’s” of
Integrated Multi-Channel
Fundraising:
Brian Weiner, President and Founder
Kathleen Weiner CFRE, Director
One to One DocuSource
Florida, North Carolina and Massachusetts
So, why am I listening to you? ! One to One has just begun its 23rd year in
business, with the last 12 spent largely in
the support of non-profit organizations.
! Today, all of our client projects are based
upon database driven, multi-channel
marketing concepts, and the core of our
business is focused in human services,
education, arts, and faith-based nonprofits.
Each year we produce hundreds of
thousands of highly personalized
communications across a variety of
platforms…all driven from client data.
We all
experience
multichannel
marketing…
In the world of commerce and industry,
multichannel marketing is a way of life…and a
way of communicating with a vendor when we are
less than thrilled with their performance…
DIALOGUE!
“When someone in nonprofit talks to me about multi-
channel marketing…what do they mean?”
For the vast majority of nonprofits, these five
segments are more than enough to keep them busy.
“A” Multichannel Marketing is…
ALL ABOUT THE DATA
The more you know, the more you will raise…and the
more “opinion leaders” you develop for your
organization.
“Harvesting data and gleaning it for true customer
intelligence is your competitive advantage.”
– Bain Consulting
Myth 1: I can only benefit from
donor data if I have a lot of it…
Think again. Quality data really means
quality opportunities!
Don’t be victimized by the
Four Great Data Myths…
Myth 2: Quality data is only for
the For-Profit world, not for us
Nonprofits…
Big data may be seen more often in large,
for-profit organizations. In reality, these
organizations began just like any other
fundraiser, one transaction at a time.
The difference? They are ahead of the
game in their understanding of the value
of customer data.
Don’t be victimized by the
Four Great Data Myths…
Myth 3: Capturing quality data
is too time consuming and not
worth the learning curve…
You don’t need to become a Data
Scientist overnight. Your job is
connecting with donors and bringing
in more donations, so find a trusted
who can keep you up-to-date on the
data trends in fundraising.
Don’t be victimized by the
Four Great Data Myths…
Myth 4: Competition has
nothing to do with Big Data
So wrong! Every other charity wants
to understand your donors better
than you do. Who they are, details
about them, how they donated, giving
patterns - the more you know, the
better equipped you are to receive a
donation over your competitor.
Don’t be victimized by the
Four Great Data Myths…
• Identify your clients and prospects: It’s
critical to know them in as much detail
as possible. It’s all about the data!
• Differentiate your clients and prospects:
Remember that prospects are valuable in
different ways, and some are more
valuable than others.
• Interact with your clients and prospects:
Educate yourself constantly while making
them feel important, because they are!
• Customize your message: Make certain
that your message fits the donor
prospect’s real interests.
Make “Treat Different People Differently” your new
mantra.
“B” Multichannel Marketing is…
“In the case of a charity brand, trust unfolds on
two levels. On one level it is the simple belief
that the charity is providing the best
possible services for the money it raises.
“On another level, trust in a charity brand is the
belief that the quality of these services will
remain consistent over time, for every
donation made and – implicitly- that the brand
acts as a guarantee of that quality of those
services of which donors do not have a direct
experience.”
“B” Multichannel Marketing is…
Collateralize Your Message: If a single communications
channel is good, two or three are better. Adopt a swarming
approach to communications by blending social media, variable
data and email… That having been said, don’t fall victim to the hype and frenzy. While social media
is most often used for donor retention (65%), it will never replace the traditional
development channels. Accordingly, it is an additional resource, not a stand-alone
solution. “For now, fundraising success and revenue generation by nonprofits on
social networks is a success enjoyed by very few organizations.” -- 4th Annual Nonprofit Social Network Benchmark Report 2012
According to the CMO Council study, “Why
Relevance Drives Response and Relationships.”
• When surveyed as to their preferred methods
for nonprofits to contact them:
• 51% Preferred Traditional Mail
• 43% Preferred Email
• 5% Preferred Social Media, BUT…
When the communications are considered
collectively, 81% of the recipients view the
communication favorably!
“C” Multichannel Marketing is…
One2One
8171 Blaikie Court • Sarasota, FL 34240(941) 379-6333 • Fax: (941) 371-0582
March 27, 2015
/D/ ////////Endor Pkg Brk
OrganizationADDRESSEEAddressAddress2City, ST Zip
Dear Salutation,
The end of the school year means the start of hunger for more than 21,000 kids in Sarasota.
Experts have been telling us for years that learning is nearly impossible for a food-deprived child. If they begin their day hungry, that hunger dominates everything. We only need to look at our own children and grandchildren to realize just how challenging a day can become when you have a hungry child in your midst. Now, imagine that your one day, is their every day.
During the school year, more than 50% of the students in Sarasota’s public schools receive free or reduced-priced meals, which provide them with the vital nutrition they need to learn. Then, shortly after the Memorial Day holiday weekend, the schools close for the summer. Far too many of these children lose access to those critical breakfast and lunchtime meals. Who knows what they are eating…if they are eating at all.
Last year, All Faiths Food Bank led the Campaign Against Summer Hunger, asking residents to “empty their shelves” and make a cash donation so no child in our community would be hungry. With the support of thousands, including many donors like you who were new to us last year, the Campaign raised over $1.2 million dollars and almost 800,000 pounds of food. Most important, thanks to the resources provided by the Campaign Against Summer Hunger, we were able to distribute wholesome nutritious food to more than 15,500 kids from May through September.
That’s why the Campaign Against Summer Hunger returns this year, from March 31st until May 9th. Once again, our goal is to make sure no child—their siblings or family—goes without nutritious food when they need it most. But we can’t do it without your help.
You have the power to change a child’s life by making a donation today. When you do, your gift is immediately doubled thanks to a $600,000 Summer Hunger Challenge Match.
Join the
2015 Campaign Against Summer Hunger
SavetheDateMarch 31–May 9
Make a Cash DonationEmpty Your Shelves
www.allfaithsfoodbank.org
“On the patio of the North Sarasota Public Library Wednesday morning, All Faiths Food Bank CEO Sandra Frank announced that that goal was met with more than 935,000 pounds food and $1.2 million in donations.”
Appeal Code Total Dollars Donation Count Avg Gift
Appeal Code Donor Count$9,288 40 $232 Days Since 1st Gift Donor Count$2,563 45 $57 15$3,945 19 $208 1 0 - 30 38
$68,672 181 $379 74 31 - 60 4$81,665 113 $723 22 61 - 90 5$28,928 312 $93 134 91 - 180 53
$710,828 67 $10,609 18 181 - 365 40$77,706 807 $96 4 Over 1 Year 41$61,865 594 $104 3 Over 2 Years 16$4,078 4 $1,020 106 Over 3 Years 39
40 Days of Hunger BounceBack
Casey Key Cares General
Greenhouse Gala Herald Tribune Remit
Investor Level Gift One to One First Drop One to One Mop Up
OtherSkipALunch.org $10,038 171 $59
40 Days of Hunger Casey Key Cares
General Greenhouse Gala
Herald Tribune Remit Investor Level Gift
One to One First Drop One to One Mop Up
SkipALunch.org Website Donation 97
Website Donation $35,532 219 $162 Grand Total 236Grand Total 474
Grand Total $1,095,108 2,572 $426 Prepared by:
First Time DonorsSecond Time Donors
Final Totals
Final Analysis of gifts given to Campaign Against Summer Hunger
through May 31, 2014
Things to remember: 1. Multichannel marketing is a two-way street. You
can reach them…and they can reach you!
2. Nonprofit professionals have their cup full
managing direct mail, email, social media, mobile
and their web pages.
3. It’s ALL about the DATA.
4. BRAND value matters to you, and to
“for-profits.”
5. COLLATERALIZE your message
across all resources and platforms.
One final thought: Don’t lose sight of the
reality of fundraising. As of last year, 79%
of all gifts still arrived by direct mail…