Connect engage and Convert Donors

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    19-Jan-2015

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Learn how other non-profit organizations have created a closed loop system that tracks response, captures donor motivations, and helps increase participation and revenues. Leave with a clear picture of how to develop your own communication plan that will connect, engage, and convert more donors.

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  • 1. Connect, Engage and ConvertPresented by Kate Dunn,Digital Innovations Group (DIG)

2. Sponsors 3. Questions are Welcome Your Participation Open and hide your control panel Join audio: Choose Mic & Speakers to use VoIP Choose Telephone and dial usingtheinformation provided Submit questions and comments via the Questions panel Note: Todays presentation is being recorded and will be provided within 48 hours. 4. Agenda Current state Opportunities Best Practices Case Studies Next Steps 5. Objective Discuss current trends in fundraising, share best practices and insight to help you improve results from your 2013 initiatives. 6. 2013 Trends Overall giving in 2012 remained flat. Donors are beginning to consolidate giving to their vital few, those they consider sustainable. Need for services is increasing while government support continues to decline increasing demands on Non-profits. 7. Technology 2013 More Non-profits will start to use Mobile, cloud computing, Data Analysis and CRM in 2013. New technologies are helping non-profits move toward: a comprehensive understanding of all the wayssupporters interact with their organizations an ability to tailor branded experiences for eachand every supporter. 8. Technology Online giving is growing Online-acquired donors have much higher cumulative value over the long term than traditional, mail-acquired donors. As long as - the online donor has been converted to offline giving! 9. RetentionSource: 2011 donorCentricsInternet and Multichannel GivingBenchmarking ReportBlackbaud 10. Merger & Alliances Human service organizations - which account for nearly one-third of public charities are hurting the most. Many are undergoing a painful restructuring, including mergers, acquisitions, collaborations, cutba cks and closings. 17% of nonprofit respondents noted an interest in merger information. 42% reported already participating in cross agency collaboration initiatives. 11. Options Keep same tactics, hope for things to get better in the future Reduce spending to keep costs inline with declining revenues and hope that things get better in the future Take action to increase results by learning from others and incorporating new ideas into your plan. 12. Three Key Strategies Improved data Improved relevancy Content Timing Channels Converting e-donors to multi-channel donors. 13. Percent of Income Given Source: Chronicle of Philantropy August 20, 2012 Exploring philanthropy in your state, city, and neighborhood 14. Connect - Key Strategy #1 Use research and analytics to more effectively target both donors and non donors. Improved segmentation based on: Demographic and life state Behavioral gifts, events, engagement Attitudinal interests, priorities 15. High Performance Organizations Over 65% of HPOs utilize a combination of proactive prospecting techniques including wealth screening, peer screening and predictive modeling. 23% of organizations have at least some staff devoted to analytics and predictive modeling. 16. Best Practice American Bible Society Compared their donor list to publicly availabledata on those giving to non profits. Indentified 10% of donors with ability to givemore. Appended additional demographic information. Built a cloning model to target more of theirdonors. Developed stretch asks to grow gift size. Integrated pre-campaign voicemessages, simultaneous emails, personalizedcontact from development officers. 17. Best Practice ResultsIn all four segments, the stretch offer had a higheraverage gift, higher response rate and brought intwice as much as the control.General UpperRisingRising ProspectDonor DonorDonor Improvement134%156% 104%144% vs. controlRising donors $1,000 to $9,999 cumulatively in one of the lastthree years.Rising donor prospects $500 to $999 cumulatively in one of thelast three yearsUpper donors recent one-time gift of $100 to $499.General donors current donor but last gift less than $100. 18. What opportunity exists for yourinstitution to grow gift size witha similar strategy? 19. Engagement - Key Strategy #2 Give donors relevance, speed and brevity. Just like they get from Amazon and Netflix People want to give to organizations that arepersonally relevant to them. Donors dont want to wait until next year tolearn how their gift helped. 20. Relevance Counts Over 3x higherRelevant Just PersonalizedStatic DMRelevant DMresponseaverages 6.5% averages lessthan 2% 21. Conversations Not Campaigns Track engagement Overt Information supplied Attendance Involvement Gifts Requests for information Covert Links clicked Frequency of clicks Social media activity 22. Money is Important, but Devote time to non donors who are interacting Young donors who make their first gift Sybunt triggers Lybunt engagement levels 23. A New Definition Email - Opening, clicking, interacting Social Media connecting, posting, promoting Direct Mail responding, seeking information Volunteering 24. New Donors Steward your first time donors like youwould a major gift prospect. 25. Small Budget Big ResultsPush The Rock Annual Fund Small Christian sportsministry Annual FundSeptember 2011 August 2012 Solicitation baseapproximately 8,000 Program budget lessthan $30,000 26. Client Situation Stagnant participation rate Declining revenue Inability to automate solicitations and create versionedappeals for donor database 27. Client Situation Limited electronic communication Inability to capture donor/prospective donorinformation With a variety of reasons to donate to theorganization, there was little/no way to capturethat data 28. Program Objectives Increase participation from those connected withPush The Rock Increase gift amounts from past donors Develop and execute fully branded cross-channelcampaign focusing on Push The Rocks mission 29. Program Objectives Streamline overall fundraising process to improveefficiencies and focus human capital on larger gifts Collect relevant information from all constituentssolicited that Push The Rock can utilize throughout2011 and in subsequent years 30. Campaign ComponentsFour Solicitation Phases 1 variable direct mail piece/phase 2 Corresponding e-mails/phase Personalized landing pagesGeneral Pieces 2 Holiday e-mails 31. Donor DataDonate/Pledge Does Not Donate Direct Mail PieceBusiness Reply EnvelopePersonalized Landing Page No ActionPhase 1 E-mail #2Donate/PledgeDonate/PledgeDoes Not Donate Complete SurveyDoes Not Complete Survey Phase 1 E-mail #2Donate/Pledge Does Not DonateDonate/Pledge 32. Campaign Components Variable Direct MailVariable text based on donor statusVariable text based onaffiliationPersonalizedlanding page 33. Campaign ComponentsVariable Direct Mail Donor contact information Variable ask amount 34. Campaign Components Variable E-mail Donor name Variable copyPersonal landing page 35. Campaign Components Personalized Landing Page Donor name Variable copyPersonalized question 36. Campaign Results 26% increase in dollars raised over 2011 27% increase in donors over 2011 ROI of 362% Cost to raise $1: $.21 37. Steps to Building a ProfitableSolution Analyze past giving trends Looked at past donors to determine: When they typically gave How often they gave How much they gave How they give (i.e. BRC, online) Didnt send every solicitation to every donor especially lifetime non-donors 38. Steps to Building a ProfitableSolution Analyze general giving trends Philanthropic research has shown that organizations will receive the highest number of gifts at two points throughout the year: Approximately 33% of gifts will be receivedduring the month of December 2nd largest time for gifts is at the end of theorganizations fiscal year Solicited entire population during these two times 39. Steps to Building a ProfitableSolution Reviewed past solicitation pieces Repurposed as much as we could based on the following information: When the piece sent Who they were sent to Response rate Segments that responded Goal Identify elements of their branding Recognize what worked 40. Steps to Building a ProfitableSolution Streamlined fundraising process Eliminated unnecessary outbound pieces by integrating multiple messages Events Donor programs Necessary steps: Had them outline their entire fiscal year E-mail communication Solicitations Phone-a-thon programs Events 41. Steps to Building a ProfitableSolution Integrated web technology Utilized video elements to get attention of donors in different format Integrate social media to remain top of mind to donors Focused on e-mails to consistently communicate with donors and prospective donors Determined which donors and prospects are more likely to respond online and used online solicitations/appeals 42. Monitoring EngagementLevels Can tell you Who should be giving Whats not working Where to focus when crunch time arrives When to use certain channels What to say to convert them 43. Convert - Key Strategy #3 Cultivate donor engagement with innovative ways to grow the relationship with a cross channel approach. 44. Gift Catalog - print and fulfillmentsystem Program Objectives Save the Children US (STC) produces a print and digital Holiday Gift Catalog which launches every October and continues throughout the year. Consumers can make a gift donation on behalf of another person. Each designated recipient of a donation given in their name is sent a personalized acknowledgement Gift Card. 45. STC was looking for a new customfulfillment system that would: streamline the process and allow them toreceive detailed reporting from eachprocessing cycle Reduce the turnaround time for orderprint/fulfillment from the time a file isreceived to processing and inserting intothe USPS mail stream to 2 business days. Provide inventory reporting and inquiry In addition the system should provide thestatus of submitted orders. 46. Results System implemented smoothly and on time. Processed over 21,000 orders during holiday season. Fixed the previous process and reduced donor confusion. System significantly reduced all usual manual efforts of STC near the holidays. Donors made multiple donations due to flexibility and ease of use. Harty is now viewed as a partner. In process of expanding the system. 47. Dear John,Id like to wish you the very best thisholiday season and give you a gift thatwill make a world of difference to hurtingchildren and their families living in poverty.After looking through the Save the Childrenholiday catalog, Ive made a donation toSave the Children in your name.From me to you... to the worlds poorestfamilies... may this holiday season be filledwith joy and abundance.Happy Holidays!Always, Jane 48. Dear Reva & Jeff,Id like to wish you the very best thisholiday season and give you a gift thatwill make a world of difference to hurtingchildren and their families living in poverty.After looking through the Save the Childrenholiday catalog, Ive made a donation toSave the Children in your name.From me to you... to the worlds poorestfamilies... may this holiday season be filledwith joy and abundance.Happy Chanukah!Love, Debbie 49. WMFCU PODi Digital Print Case Study Program Objectives The number of car loans provided by WMFCU was running below the rate needed to meet its objective for the year. WMFCU needed a program to increase the number of car loans to get back on track. After witnessing the success of the car loan campaign, it was decided to expand the program to market home equity loans and online banking. 50. First Steps Determine reader preferences Consider adding personalized or customized landing page as a response mechanism to capture reader preferences Evaluate existing publications for digital conversion Audit existing audio/video assets for inclusion Brainstorm opportunities to repurpose content in meaningful ways Brainstorm ways to add links to existing publications to drive strategy 51. Following the Webinar You will be contacted by the company that invited you. The slides will be made available for all attendees. 52. Thank you!