Together at Last: The Happy Union of Online and

Offline Fundraising! Tuesday, March 22, 2011

Presented by:Harry Lynch

CEO, Sanky Communications Inc.

Paul HabigExecutive Vice President, SankyNet

www.sankynet.com

Twitter - @sankynet

Dramatic shift towards online giving in the last 5 years. Typical nonprofit now receives 8% of income online. 2/3 of major donors report looking at a charity’s website

before giving. Facebook estimated to be fastest growing company ever! 57% of donors report “a lot of” awareness of text donation

options following Haiti. Many charities seeing 30%-40% of direct mail recipients

making their gifts on website.

State of Integrated Fundraising

2010 Benchmarks % Annual Online Growth

Arts, Culture, and Humanities +8.7%

Education +13.7%

Environment and Animals +28.4%

Health Care +7.4%

Human Services +29.3%

International Affairs +130.8% (Haiti)

Public / Society Benefit +15.0%

Why Integration?Coordination of channels:

Increases response rate Increases average gift Increases long-term value of donors

Building blocks of integration: Email, Print, Website, Search, Social Media Mobile, Apps, Telemarketing and more…

Nat. Social Service/Advocacy

FY2010: $1,516,229FY2009: $1,141,429

% Increase: 33%

Local Social Service

FY2010: $809,959FY2009: $605,900

% Increase: 34%

Human Rights

FY2010: $289,478FY2009: $215,267

% Increase: 35%

Advocacy

FY2010: $59,549FY2009: $48,203

% Increase: 24%

Response by Sent Channel

Case Study 1:

EMAIL

Synchronized campaigns show huge value! Many prime donors now rely on the medium. But collecting email addresses in direct mail is very slow

going… email appends typically find only 10-20% of records. Some of the best offline donors still don’t use email.

State of the Union # 1: Email

Direct Mail Reply Slip

Email Append

Email Acquisition

www.sankynet.com Tuesday, March 22, 2011

Email Cultivation

Case Study 2:

PRINT

Channel jumping is getting easier… and the potential for online stewardship and engagement is almost limitless!

DM audience is starting to move online for transactions. But classic direct mail donor is not the most Web savvy. Switching mediums takes some effort. Risks of distraction when we pull a direct mail donor

online.

State of the Union # 2: Print

Coordinated Interactive Voting Rights Website

Coordinated Email Campaign

June 11, 2010

Coordinated Direct Mail

Coordinated Web Graphics

Case Study 3:

WEB PAGES

Stewardship and upgrade potential is phenomenal… and cost saving potential enormous.

Success of recurring giving programs is catapulted to new levels online.

Most websites serve multiple purposes beyond fundraising – and are often hands off as far as development is concerned.

Data tracking can be limited… and success at channel-migration hard to measure.

State of the Union #3: Web Pages

Strong Homepage

Direct Mail AreaAction Buttons

Giving Options – including Monthly

Homepage Lightbox – integrated with TV promo

Holiday Lightbox on Homepage

Homepage Year End Countdown Lightbox

Homepage Holiday Lightbox

Homepage Donation Call-Out

Catalog Holiday Banner

Case Study 4:

SEARCH MARKETING

Optimize your site for mission-specific keywords Average gift tend to be high… and long-term value is

tremendous! Paid search can be a great source of new email addresses,

while organic traffic brings potential donors to your site. But there is little hard evidence of donor crossover to

search engines. A high volume of donations is harder to come by in this

channel.

State of the Union # 4: Search Marketing

Search Engine Optimization

Keywords Evaluation“Mircofinance” vs. “World Hunger

July 2010 – Page 4 January 2011 – Page 1

“Microfinance” – Search Engine Optimizing Freedom from Hunger

Pay-Per-Click Ad

Search Engine Marketing

Search Engine Marketing - Landing Page Test

• Child-focused page – almost 2x as many donations

• Build on visitor activity maps to optimize campaign

“Child” “Holiday”

Don’t forget Bing and Yahoo!

Pay-Per-Click Ad

Contextual Placements

Case Study 5:

SOCIAL MEDIA

The explosive growth in usage means our very best donors – even Grandma – will soon be on Facebook!

You can’t beat it for brand building. Keeping an authentic presence is time-consuming. The payoff in immediate support is often very limited.

State of the Union # 5: Social Media

Social Media Campaign

“Share”-able Infographics

Care 2 Daily Action

Branded Welcome Email

Targeted Facebook Advertising

• Demographic Analysis

• Social Momentum

• Awareness Building

Facebook Campaign – Active Daily Engagements

Twitter Campaign - Active Daily Tweets

Case Study 6:

INTEGRATED CAMPAIGN

Integrated Campaign – Cold Weather Appeal

Integrated Campaign – Direct MailWebsite landing page for direct mail donors.

Integrated Campaign – Homepage

Integrated Campaign – Site wide

Integrated Campaign – Donate Form (including monthly)

Integrated Campaign - SEM

www.sankynet.com

Integrated Campaign – Social Networking

Tuesday, March 22, 2011

Movement across channels will accelerate and integration will be more important than ever.

New complexities — and new opportunities — lie ahead! Will mobile fundraising emerge as a high value long-term

channel? Will QR codes emerge as the next big thing? What else will the future bring to fundraisers?

We must be nimble…to embrace the future while not losing sight of what we already know.

State of the Union: What Will the Future Bring?

Thank you and check our new website: http://sankynet.com

@sankynet

@paulhabig

@ DaLynchMob