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04/11/2023 The Raiser’s Edge(i) 1
HOW DATABASE EXCELLENCE CAN SEPARATE YOU FROM THE PACKwith guest speaker Michael Johnston
Craig White Manager, Blackbaud Canada
04/11/2023 2
At the end of the session, we’ll ask you to go online and fill out our integration survey. We’ll select 1 WINNER to receive complimentary 1-hour CRM fundraising consulting session
Take our survey at the end of the session!
http://www.surveymonkey.com/s/X5T9BRP
http://www.surveymonkey.com/s/X5T9BRP
04/11/2023 3
Ego-philanthropy
Feeling the need to be their own
fundraising brand
Tribute Mania
The need to tell the world about your
parents and friends and
family
Hyper-adventure
giving
Feeling young and having fun
while giving
Hyper-choice
The death of unrestricted
giving
Customized Workplace
giving
The last opportunity in the 21st century?
THE FUTURE, AND CURRENT, DONOR
Proprietary & Confidential04/11/2023 Slide 3
04/11/2023 4
MID-AGED DONORS AND EGO-PHILANTHROPY AND TRIBUTE MANIA
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04/11/2023 6
• How boomers act – compared to civics and how this makes sense for online social network fundraising…
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04/11/2023 8
04/11/2023 Meghan Solomon 9
PEER TO PEER AND MILESTONE GIVING
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HYPER-ADVENTURE GIVING
FEELING YOUNG AND HAVING FUN WHILE GIVING
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78 million boomers in the US are beginning to retire… one survey found ½ want to have a positive
social impact*…why not give them something to do…
* NYTimes, Nicolas Kristof
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As one boomer says on helping charities: “It wasn’t a matter of being a Mother Teresa. It was a matter of, ‘Boy, that sounds like
fun!”…
* NYTimes, Nicolas Kristof
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STRETCH GOALS…
Proprietary & Confidential04/11/2023 Slide 13
04/11/2023 Meghan Solomon 14
STRETCH GOALS…
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HYPER-CHOICE
THE DEATH OF UNRESTRICTED GIVING
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K I V A – L O A N / G I V EO X F A M C A N A D A P O P U L A T E S T H E B A C K E N DP E O P L E C A N C H O O S E C O U N T R Y, T H E M E , P R O J E C T A N D T H E N G I V E M O N E Y, M A K E A L O A N , M A K E A T E A M O R P E R S O N A L P A G E …
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Automated counter –
demonstrates impact
Matching gift
component
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Your own personal campaign
page – celebrates your work and your
staff!
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Depts & Individuals can create their own
fundraising webpages
Nothing like some
friendly competition!
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THE BEGINNING OF A REDEFINITION OF A ‘PHYSICAL, CATCHMENT, COMMUNITY BASED FUNDRAISING…
Cost to acquire a monthly donor ($17/month) is currently standing at 14-16 month breakeven
It has a chance to increase their annual campaign database by 3000%.
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NEW WAYS TO GET COMMUNITY SUPPORT...
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04/11/2023 Meghan Solomon 24
$-
$100
$200
$300
$400
$500
$600
$700
$800
$900
$1,000
0% 20% 40% 60% 80% 100%
Aver
age
Ann
ual G
ivin
g
Percent Giving
CANADIAN GENERATIONAL GIVING
Boomers
Civics
Gen X
Gen Y55% Give2.7M donors$325 yr/avg3.5 charities$.8 B/yr
61% Give4.2M donors$549 yr/avg4.1 charities$2.3 B/yr
66% Give5.7M donors$725 yr/avg4.9 charities$4.1 B/yr
73% Give3.2M donors$833 yr/avg5.3 charities$2.6 B/yr
20-30 year old
31-46 year old
47-65 year old
65+ year old
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FUNDRAISING REALITY THAT IMPACTS CRM
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MULTI-DIMENSIONAL DEMAND FOR BETTER CRM ABILITY…
Horizontally
StyleMessagingTheme
Renewal
Donor Development
Acquisition
Ver
tica
lly In a
chronological customer
contact flow
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INTEGRATION TO GROW YOUR PYRAMID
Prospects
One-off
Monthly
Major
Wills
One-off
Prospect
Monthly
Major
Wills
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89 b
eque
sts
wor
th
appr
oxim
atel
y $8
.9
mill
ion
345 middle donor
gifts worth
approximately
$345,000
28 endowments gifts worth
approximately $100,000 to $2.3
million each Cost to create and
deploy online
survey: $7,500ONLINE – PLANNED GIFTS AND MAJOR GIFTS…
A recent online survey found
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CRM IMPACT TASK ONE: THE DATA
04/11/2023 Meghan Solomon 30
THE FIRST TRIUMVIRATE
04/11/2023 Meghan Solomon 31
THE FUNDRAISING TRIUMVIRATE
Self-Identification
Surveys
RFM
Propensity Modeling and
Wealth Screening
04/11/2023 Meghan Solomon 32
A FOURTH?
CLM
04/11/2023 Meghan Solomon 33
ACCESSING ALL DATA SOURCES ON YOUR MOBILE…
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How RE can help you find the best way to categorize and act in an integrated fundraising manner e.g. manually assigning a giving score
RE Screen with the VIP Giving Score at the bottom
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CRM IMPACT TASK TWO: INTEGRATE CHANNELS…
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HOLIDAY 2011 CAMPAIGN
The campaign featured a landing page, which displayed “messages of hope”, left by constituents when they were making donations. The landing page also featured a video with a brief explanation of what the BC Cancer Foundation is, a campaign thermometer and a promotion of the ability to send e-Cards.
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HOLIDAY 2011 CAMPAIGN
The campaign was active for about three weeks, ending on December 31, 2011. It included:
1. Google AdWords Search Network (Paid Account)
2. Google AdWords Display Network
3. Google AdWords Search Network (Google Grant Account)
4. Email – 4 waves
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eCard
DM engagement device
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RESULTS• Overall Revenue: 1,272 gifts, $275,003, $216.20 average gift
1. Big Breakthrough #1: Google Search and Adwords - $2,500 spent with a return of $58,000.
2. Big Breakthrough #2: Integration across channels worked
3. Big Breakthrough #3: More emails, with personalization and e-cards, led to more money online
4. 60% increase in gross revenue from the year before by combining direct mail and online – in part with the data used from RE
Let’s look at integration ability…) >>
04/11/2023 41
The Appeal tab shows what mailings, email, etc have been sent to the donor
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The segment tab allows multiple queries to be processed and eachquery is de-duped against each other so constituents only receive onemailing.
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CRM IMPACT TASK THREE: ACQUISITION
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#3 – ACQUISITION
• giving people the opportunity to interact and provide info • Sick Kids survey• Welcome Packages • Petitions
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HAVE AN INTEGRATED WELCOME STRATEGY – THAT ATTEMPTS TO TAKE DONORS TO THE NEXT ENGAGEMENT LEVEL AND LEVERAGES RE
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Thank you
Thank you
letterGift
Receipt
Mail Welcome Packet
Online welcome
series
Thank you call
Hand written
note/cardOnline. OTG x x x x
Online. Monthly x x x x Online. Honour x x x x
Online. Memorial x x x x DM. OTG x x x x
DM. Monthly x x x x White mail x x x x
Personal page creator x x
Personal page donor x x x
Major gift online x x (hand
delivered) x x
Major gift offline xx(hand
delivered) x x x
Corporate gift online x
x(hand delivered)
x x
Corporate gift offline x
x(hand delivered)
x x
04/11/2023 47
• The cultivation survey:
• Sent to 57,400 donors
• 3 key segments: Monthly, Active & Lapsed
• 5,530 responses (response rate of 11%)
• Raised $17,574 – a bonus!
• Reactivated 30 donors
• Found 85 expectances and 292 legacy leads
• 143 middle and major donor leads!
• Key: shared budgeting!
I N T E G R A T E D O N L I N E S U R V E Y : B E S T P R A C T I C E T O S T A R T Y O U R L E G A C Y, M A J O R , M I D D L E G I F T I D E N T I F I C A T I O N A N D A P E R F E C T C O M P L I M E N T T O B B ’ S G I V I N G S C O R E
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C R O S S D E PA R T M E N TA L S H A R I N G , L E A R N I N G A N D L E A D G E N E R AT I O N …
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1. Collect personal preferences of donors for targeted marketing appeals
2. Collect demographic data for marketing purposes – and connect it automatically to the database!
3. Build a deeper relationship with donors – give them a platform to be heard
4. Uncover leads for other forms of giving – including legacies, middle gifts, and major donor gifts
T HE GOAL S OF T HE S URV E Y
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AND REMEMBER, ACQUISITION IS NOW MULTI-STEP…
Lead Acquisition & Conversion
Direct mail
Telemarketing
DONORS
LEADS
Games
Advocacy
Social Media
Enews
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E-PETITION
Phone number: or you can’t start!
Counter: social proof
Comments: priority for calls
Subscribe:for cultivation
More info:legitimacy
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THE DIFFERENT CONSTITUENCIES CALLED…
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
18.00%
20.00% 18.50%
8%9%
11%
Recent Lapsed Monthly DonorOnline Petition OnlyE-newsletter SubscriberLapsed Single Gift Donor
CPMD $75
04/11/2023 53
CRM IMPACT TASK FOUR: CULTIVATION
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#4 – CULTIVATION
• You grow your program by taking good care, cross channel, of your new and renewed donors
• The donor ‘lifecycle’ helps craft the approach...
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LIFECYCLE BASICS FOR ‘POLITICAL’ SUCCESS
• Shared agreement between fundraising and non-fundraising departments on the ‘big picture’ lifecycle plan e.g. how are non-fundraising and fundraising ACTIONS coordinated to give a deeper relationship to the organization triggering a closer and more generous view from the supporter
• Shared agreement between all types of giving (e.g. planned giving, major gift, middle donor, monthly giving, etc) on when individuals are approached to be converted to the next level of giving. In other words, when is a new gift giving opportunity triggered?
• Shared agreement on what happens on first entry; graduation and lifetime events (e.g. birth of children, first job, grandchildren, death of alumni friends, etc)
• Shared agreement on what information will be gathered, and how it will be gathered e.g. the Drip Marketing approach
• Shared agreement on how that information will be used and when e.g. birthdates, likes and dislikes, favourite memories, most important instructor at school, etc
•
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LIFECYCLE SKELETON
• The first category should be life event. It can include those important events e.g. acceptance, graduation, birth of child, marriage, retirement, death, etc
• The second category should be non-fundraising communication. It can include alumni relations or patient (family) communication touch points
• The third category should be fundraising solicitation. It should include every type of giving e.g. text, monthly sustainer, planned giving, etc
• The fourth category should be channel choices for each of the proactive interactions for a constituent
• The fifth category would be one labelled cooperation. It would explicitly talk about the necessary cooperation to make an interaction successful
• The sixth category would be one labelled outcome. It would explicitly talk about the outcome that the interaction should inspire
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AN EXAMPLE...
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CRM IMPACT TASK FIVE: REPORTING
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#5 – REPORTING
• With limited resources, how do you use reporting to point you to the most effective activities?
04/11/2023 60
04/11/2023 61
Go online and fill out the survey! We’ll select 2 WINNERS to receive complimentary 1-hour CRM fundraising consulting session
http://www.surveymonkey.com/s/X5T9BRP
Take our survey!
THANK YOU!
04/11/2023 The Raiser’s Edge(i) 63
PAIRING KEY TENANTSTO BLACKBAUD PRODUCTS
Craig White Manager, Blackbaud Canada
04/11/2023 64
• Identify
• Market
• Acquire
• Cultivate
• Evaluate “Reporting”
HJC RECAP - 5 PILLARS
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THE DONOR LIFECYCLE
Retain
Identify
Market
Consider
Research
Supports
ReportsAnalytics
ListsFriend of a Friend
Direct MailTelemarketing
E-maileNews
Face-To-Face
Interest has been peaked
Social MediaWebsite
DonatesVolunteers
Attends Event
Feels the MissionEnjoyed Donor Experience
Feels AppreciatedUnderstands Impact
Acquisition
Cultivation
Are you doing enough to forge this connection?
StewardshipThank You
ReceiptMoves Management
Inspired by: ”Consumer Decision Journey”, David Court, McKinsey Quarterly 6/2009
Inspired by: Branding in The Digital Age, David C. Edelman, Harvard Business Review
10/2010
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A FULLY INTEGRATED SOLUTION OFFERING
Online Marketing and Engagement| Online Donations | Email | Targeted Content | Social Sharing|
Constituent Relationship Management (CRM)| Direct Mail | Relationship Management |Prospect Identification | Moves
Management |
Real-time, seamless integration
Multi-channel relationship
management
Enables a holistic view of supporters
The Raiser’s Edge i
04/11/2023 67
LEVERAGING ANALYTICS
04/11/2023 68
THE DONOR LIFECYCLE
IdentifyReportsAnalytics
ListsFriend of a Friend
Acquisition
04/11/2023 69
Helps you raise more money by:
• Giving you the power to target and identify your best supporters
• Saving you time and money by knowing who to invest in and who not to invest in
• Improving efficiency with managing your constituents in RE
• Segmenting your constituents into four unique groups based on their likelihood & capacity to give a gift to your organization
THE GIVING SCORE – SMART ANALYTICSIN THE RAISER’S EDGE
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GIVING SCORE ANALYSIS – DASHBOARD REPORTS
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A WORKSPACE TO TURN THE SCORE INTO ACTION
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MULTI CHANNEL MARKETING
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THE DONOR LIFECYCLE
MarketDirect Mail
TelemarketingE-maileNews
Face-To-FaceSOCIAL MEDIA
Acquisition
04/11/2023 74
• Donors acquired online who give through multiple channels are worth up to 3X more than those who give through a single channel
• Over a 4 year period…• Donors acquired online give an average $128• Donors acquired by mail give an average $63• Donors acquired online but also give offline
donate on average $197
• Details at: https://www.blackbaud.com/files/resources/downloads/WhitePaper_MultiChannelGivingAnalysis.pdf
THE IMPORTANCE OF MULTI-CHANNEL MARKETING
Details at: https://www.blackbaud.com/files/resources/downloads/WhitePaper_MultiChannelGivingAnalysis.pdf
Acquired Online Acquired by Mail$0
$50
$100
$150
$200
WEBONLY
MAILONLY
ALLGIFTS
ALLGIFTS
04/11/2023 75
A MULTI-CHANNEL EXAMPLE: ROOM TO READ
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ACQUISITION
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THE DONOR LIFECYCLEConsider
Research
Supports
Interest has been peaked
Social MediaWebsite
DonatesVolunteers
Attends Event
Acquisition
04/11/2023 78
USER REGISTRATION AND E-NEWS SIGNUP
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MONTHLY DONORS
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EVENT SIGN UP
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• Different types of event sign up:- Peer-to-peer- Community based- Third party event- RSVP- Virtual events
EVENT SIGN UP
04/11/2023 82
CULTIVATION
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THE DONOR LIFECYCLE
RetainSupports
DonatesVolunteers
Attends Event
Feels the MissionEnjoyed Donor Experience
Feels AppreciatedUnderstands Impact
Cultivation
StewardshipThank You
ReceiptMoves Management
04/11/2023 84
Mail Template
Landing Page
Donation Form
EMAIL MARKETING CAMPAIGN EXAMPLE
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TYPES OF BENCHMARK RESULTS
04/11/2023 The Raiser’s Edge(i) 86
M OBIL E E X P E RIE NCE
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DONOR EXPERIENCE STAFF PRODUCTIVITYVS.
04/11/2023 88
THE RAISER’S EDGE MOBILE APP – IN DETAIL
04/11/2023 89
REPORTING & ANALYSIS
04/11/2023 90
THE DONOR LIFECYCLEAcquisition
Cultivation
Are you doing enough to forge this connection?
04/11/2023 91
MEASURE TO MANAGE IN THE RAISER’S EDGE(i)
Seamless integration with Online Forms and Email
Marketing tool
Easily drill into details
Dashboards designed for your needs
Library of pre-built queries, filters and reports
Measure Key Performance Indicators (KPIs) Specific to
Your Organization”
04/11/2023 92
• Analyzes critical metrics to evaluate potential areas for sustainable fundraising improvement.
- Benchmarked metrics against peer group.
- Discussed best practices to improve fundraising performance.
- Identified areas of improvement with highest impact.
BE NCHM ARK US ING AF P ’S F UNDRAIS ING E F F E CT IV E NE S S P ROJ E CT
04/11/2023 93
F UNDRAIS ING E F F E CT IV E NE S S P ROJ E CTIN T HE RAIS E R’S E DGE
04/11/2023 94
AF P ’S ANALY S IS OF G IV ING T RE NDS2005 - 2010 FEP Trends
All 2007 2008 2009 2010
Average Annual Growth(2007-2010)
Anticipated Future Annual Growth
Average Yearly Giving/Donor $956 $1,008 $1,082 $1,089 4.4% 1.0%
Average Donors/Org 1,720 1,619 1,541 1,516 -4.1% 1.0%
Avg Total Donations/Org $1,644,931 $1,632,806 $1,667,281 $1,650,999 0.1% 1.0%
FEP Quartile Analysis - Industry Average
• Donor Retention Avg $/ Donor
Top 25% 59.1% $3,382
Third 25% 46.2% $1,004
Second 25% 34.7% $515
Bottom 25% 18.7% $212
Average 43.1% $923
04/11/2023 95
How are your donor retention rates?
• Where is room for improvement in average yearly gift per donor?
- yours vs. $1089 (Industry Average per AFP)
• Opportunities to reach more donors with peer to peer fundraising tools that harness the power of social media
Possible Suggested areas of focus:
• Average gift size for ALL donors shows room for improvement compared to peers.
• Retain a higher percentage of donors – retained donors are worth more, less expensive to reach. Goal is to slightly improve retention rate with better tools for stewardship.
.
W E C A N G I V E O B S E R VAT I O N S V E R S E S Y O U R P E E R S
04/11/2023 The Raiser’s Edge(i) 96
RE T URN ON INV E S T ME NT
04/11/2023 97
Year1 Year2 Year3 Year4 Year5
-$100,000
$100,000
$300,000
$500,000
$700,000
-$23K
$57K
$173K
$326K
$521K
Cumulative Investment Cumulative Additional Revenue Cumulative Net ROI
S AMP L E CUM UL AT IV E 5 Y E AR ROI
04/11/2023 The Raiser’s Edge(i) 98
THANK YOU!
Craig White [email protected]
Jacqueline Gutbrod [email protected]
Barry Weaver [email protected]
