25 WAYS TO KICK START YOUR CROSS-CHANNEL FUNDRAISING
Mike Johnston HJCJuly 27th, 201011:00 12:152010 Bridge Conference
Mjohnston@hjcnewmedia.comPresident and Founder, HJC
2010BridgeTweeting today?Your presenter...Follow us as...@hjcnewmedia
A VIRTUAL TOUR
CROSS CHANNEL FUNDRAISINGThe use of multiple channels (online, direct mail, telephone, mobile) to support one another to raise more money and build better donor relationships
CROSS CHANNEL FUNDRAISINGWhy do it?
Giving Channels% donated this way in last 2 years (total)
GEN YGEN XBOOMERSMATURES48%57%52%48%26%43%54%77%28%35%32%30%29%35%31%25%22%28%28%31%22%22%27%35%25%27%17%12%8%10%16%25%11%17%14%11%14%13%4%2%9%6%4%2%
Check by Mail0.49
Third Party Vendor0.2
Social Networking Site0.05
Lot of information on this chart. Two most common ways to give back are what I know some of you refer to as tipping leaving a buck for charity here or there at the supermarket, etc; and of course check by mail. But what I really want to focus on is some of the generational differences. Gen Y most likely to give in small ways -- $1 at checkout type of gift. No one prevalent channel beyond that -- as likely to give via website as check, same numbers at gift shop, event, etc. More than 1-in-10 say they have participated in mobile philanthropy. Giving thru SM more prevalent than other generations, but still small. Gen X true multi-channel givers -- more likely to give through many of these channels than other generations. Most likely to make online donations (though still a little less than good old check). Both X and Y more likely to participate in something like Gap Red campaign where part of the proceeds fr third party vendor purchase goes to charity. In focus groups we heard that this is a way that they can easily and affordably be charitable. Win-win (i.e. Gap I shop there anyway, and its a way to feel good). X using monthly debit more than other cohorts. NOT REALLY -- THE DIFFERENCE IS WITHIN THE MOE Matures (and Boomers) most likely to mail in a check. A third of Matures have made tribute gifts. More have given via phone solicitation than other generations (though still just a quarter).
Q7: Which of the following giving methods have you used in the past 2 years (select all that apply).Bold numbering in the table on the right indicates significance at the 95% confidence level*
Solicitation Channel (From charities/nonprofits with established relationship)% say appropriate solicitation channel (rank ordered by very important blue)
TOTALGEN YGEN XBOOMERMATURE84%87%89%82%76%77%77%79%74%77%65%76%69%60%51%47%69%60%38%17%42%51%42%39%34%23%38%25%16%13%
0.520.32Peer to Peer
Peer to Peer52%32%
WOM is seen as the most effective solicitation channel for Gen Y, X, and Boomers For Matures, direct mail is just as effective Younger generations are more open to other forms of solicitation: email (just as effective as dm with Y), social media, phone (though note that they are less likely to have a landline, and we heard in the focus group not as familiar with telemarketing) Mobile solicitation is still its infancy (more on this in a few minutes), but has more acceptance among younger audiences.
All generations much more guarded with direct communications if no relationship in place, gets worse as gets older. Mass media the one accepted channel (74% appropriate). Big theme heard in focus groups is Control -- skepticism about getting manipulated. Feel like traditional solicitation channels phone and mail are manipulative. They want to feel like they made the choice/they are in control. Giving after hearing a mass media story, and/or being solicited by a friend makes them feel like they made a choice. Prospecting direct mail more acceptable than email across generations by 2:1 (45% to 21%) (different than what we saw on previous slide), but donors described that responding is not always a feel good experience
Q22 :Below are a variety of different ways that a charity may approach you and ask for a monetary donation. For each, please indicate how appropriate that approach is.Bold numbering in the table on the right indicates significance at the 95% confidence level
Fundraising is profoundly multichannelCausation may be impossible to trackTraditional donor databases are dinosaursRemove the silos within your organizationDirect mail and telemarketing need to evolve
What does it mean?
Fundraising is profoundly multichannel*
Integration opportunities or threats?
Area One: Direct mail and email
Web Triggers Direct Mail Response
When you received a mail solicitation from a charity, which of the following places on the Internet do you look at before deciding whether to give money
NPT Research: 1,000 calls
All respondents20052008Look up25%44%Do not look up61%47%Dont know/none13%10%20052008Orgs web site19%37%Independent rating organization11%24%Online discussion group3%10%Blogs2%8%
If 37% of direct mail donors who get a direct mail solicitation go to the charitys web site before giving then shouldnt cross-channel integration look like this?Press Advertisement
*Cross-channel integrationMagazine Advertisement
Visitors were asked to fill out petition including mailing address and email
Direct Mail integration (coordinating messaging)
There were three test cells:
RECEIVED ONLY MAILING. RECEIVED EMAIL BEFORE THE MAILING. RECEIVED EMAIL AFTER THE MAILING.
Direct Mail integration (coordinating messaging)Pre-DM
Direct Mail integration (coordinating messaging)Post-DM
Direct Mail integration (coordinating messaging)
*PAPER CATALOGUE IN SUPPORT OF AN ONLINE SYMBOLIC GIVING CAMPAIGN
In 2005, an online only symbolic gift catalogue was introduced, it raised approximately $48,000 in its first year.
The second year, a simple catalogue was sent to direct mail donors in November of 2006 introducing them to the symbolic giving catalogue.
It was sent to approximately 10,000 donors and raised an additional $74,180.00
And a comparison of Nov 05 dm donors receiving a holiday appeal without a catalogue the month before vs. the 06 donors who received the catalogue showed a $15,000 reduction in income vs. $74,180 increase for $59,180 net return on more integrated offline/online approach
Giving YearGiving ChannelNumber of DonorsPercentage2007/2008Mail GTM Specific3176Tracking specifically these 3176 Mail 07/08 GTM donors by channel in 08/092008/2009Online GTM specific391.23%
Mail GTM Specific107333.78%combined both channels GTM specific111235.01%
Giving YearGiving ChannelNumber of DonorsPercentage2007/2008Online GTM Specific400Tracking specifically these 400 online 07/08 GTM donors by channel in 08/092008/2009Online GTM specific14636.50%Mail GTM Specific164.00%GTM Specific - both mail online and mail16240.50%
Gaza conflict early 2009: Save the Children UK run National press campaign - text support for a ceasefire.
Call to action text CEASEFIRE - pass details onto friends and family .
Campaign goes viral - 182,000 people text - petition taken to Downing Street.
All supporters were called on their mobile phones and prior to the call we had no information (name, address, etc) about these prospects.
USE THE TELEPHONE WITH ONLINE!Responsibly and strategically
The Phone can be irritatingThe bathtub was invented in 1850 and the telephone in 1875. In other words, if you had been living in 1850, you could have sat in the bathtub for 25 years without having to answer the phone
But it can have power and resonanceThe telephone, which interrupts the most serious conversations and cuts short the most weighty observations, has a romance of its own
What do we mean by the telephone?
The phone and online?
Percentage of Goal Raised
1: without call; 2: with call
Percentage of Goal Raised (%)
Percentage of Goal Raised - without and with a call
March 27th 5:00-5:300
March 28th 10:30-Noon
8KMs.SiobhanBarnes$ 250.00$ 70.00UnknownNoneforumtx@hotmail.com
8KHelenBeasley$ 500.00$ 420.00FemaleNonehbeasley@yorku.ca
5KMegCase$ 350.00$ 340.00UnknownNonemcase@oxfordproperties.com
8KMs.MaureenEllis$ 1,000.00$ 1,266.00UnknownNonemsellis28@rogers.com
8KMr.MarkFoerster$ 1,000.00$ 1,000.00UnknownNonebodaciousabode@sympatico.ca
8KMr.BryanGood$ 250.00$ 345.00MaleHome416firstname.lastname@example.org
8KJeffGood$ 350.00$ 250.00MaleNonejgood@jacentralontario.org
8KColleenHalligan$ 500.00$ 475.00FemaleNonehalogenc@hotmail.com