Create a Successful Multi-Channel Fundraising Strategy

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  • 1. Create a SuccessfulMultichannel Strategy Presenters:Frank Barry, Digital Marketing Director, Blackbaud Kathryn Hall, Senior Client Success Manager, BlackbaudDebbi Stanley, Client Success Manager, Blackbaud Facilitator: Jenna Gebel, Resource Development Program Manager, GII

2. Agenda Welcome and introductions Group interaction: Discussion of pre-work Trends and opportunities: Why a multichannelapproach is key Discussion: Build a plan for multichannel success 10 things you can do today QA and Closure 3. Learning Objectives Learn why and how to create a multi-channelindividual giving strategy. Understand the fundamentals of an effectiveindividual giving strategy, and how to tie in onlineand social media to your fundraising strategy tomake it multi-channel. Leave with a blueprint for a comprehensivefundraising strategy at your Goodwill. 4. PresentersFrank BarryKathryn Hall Debbi Stanley, CFREDigital Marketing Director Sr. Client Success Manager Manager, Client SuccessBlackbaudBlackbaudBlackbaud 5. RAFFLE 6. The Evolution of Fundraising 15 years ago: Gather names/addresses, sendmail, collect donations, refine and repeat 5 years ago: Gather names/addresses and emails, sendmail and email, collect donations, refine and repeat Today: Gather names, emails, Likes, Follows, Retweets,shares, SMS phone numbers, pins push out appealto all of those channels collectdonations, analyze, refine and repeat 7. What Is Multichannel Fundraising? Multichannel fundraising cultivates individual donors togive through more than one method, principally: Direct mail or offline Events Online Website Social media Mobile Multichannel communication is key to multichannelfundraising, but theyre not the same thing. The goal isto communicate with donors through multiple channels,and get them to give through multiple channels. 8. Success in Multichannel Fundraising Success = get online donors to give OFFLINE. What? Yes. Online donors often give more at first. First-time online donors give nearly double the amount of offline first-time donors: $62 versus $32. But online donors can be one-hit wonders, unlessyou convert them to offline giving channels. Thentheir lifetime value can be much higher. 9. ELEMENTS OFMULTICHANNELENGAGEMENT 10. Branding No matter what communications are going out everything should be consistently branded! Put together a style guide with your logo, font types, fontsizes, logo guidelines and voice. This gives staff aneasy-to-use reference guide and reducesinconsistencies. Apply these guidelines across all channels Pay attention to conventions of each channel: web andemail content is pithier than print copy 11. Print Direct mail is stillking. The majority of giftsare still receivedoffline. This is also thestrongest channelfor retention. Print advertisingreaches somedemographics 12. Store 13. Email Email is effective,inexpensive way toreach donors andprospects Communicationscan be segmented. Similar to directmail there arelots of options forpersonalization,with lower cost. 14. Website An up-to-date websitethat providesinformation about yourorganization is vital. Add regular newsitems, showcasesponsors, volunteersand donors Ensure minimumnumber of clicks todonate Make contactinformation easy tolocate and accurate. 15. Social Media Creating a page is the firststep in connecting with yoursupporters. Assign someone in yourorganization to beresponsible for social media. Update your pages at leastonce a week with happeningswithin the organization. Make an effort to connectwith the supporters that arefollowing your page. 16. Polls and discussionDISCOVERY 17. Risks and RewardsTRENDS ANDOPPORTUNITIES 18. More new donors give online 19. New online donors skew younger Online-acquired donors have different demographic profiles and different giving patterns than traditional, primarily direct mail-acquired donors. Most notably, online-acquired donors are significantly younger. 20. New online donors skew toward higher income Online donors also tend to have higher household incomes thanmail-acquired donors. 21. Online donors give larger gifts 22. Online acquired donors have highercumulative value 23. But they have lower retention rates Online-acquired donors tend to have slightly lower retention ratesthan mail-acquired donors. This is also generally true even when controlling for the age andincome of the donor. 24. of online donors switch channelsand give offline the next yearSource: 2011 donorCentrics Internet and Multichannel Giving Benchmarking Report 25. Online to Offline Migration 26. True Multichannel Success The key statistic in ensuring higher lifetime givingseems to be conversion of online-acquireddonors to offline donors. Direct mail is a very effective method of gettingrepeat gifts from donors. Over time, the high giving amounts of onlinedonors coupled with the high donor retentionrates provided by direct mail make for a powerfulcombination. 27. QUESTIONS? 28. BEST PRACTICES 29. INTEGRATE 30. Do you have departmental silos? MarketingResource Development ITRetail 31. Data silos? Direct MailRetail Email 32. The future is integrated In StoreTelephone Social Events Networks Web Direct MailCRMEmailAdvocacy Peer to PeerMobile Online Giving 33. MAP CHANNELPREFERENCES 34. INCREASINGLY PERSONAL An explosion of social tools sets an expectation forincreasingly personal interactions and communication. 35. CHANNELPREFERENCES Each demographic group may have unique communicationand channel preferences. Photo: Francine Dufour Jones 36. Each generation has unique interests,communication preferences, andpreferred giving channelsYour audienceDemographics Shoppers Baby Boomers Donors Generation X Volunteers Generation Y Program participants Generation I 37. Know your audience Channel for Communication Web / SocialAudience SegmentDirect Mail MicrositeEmail MediaPhone StoreDonors/Supporters xx x x xxProgram xx xxParticipantsStaff/Volunteersxx x xxBequests/Plannedxx xGivingPress/Media xx x Each generation and audience segment has a way they prefer beingcommunicated with. Strategy will vary by type of audience. You might use Twitter to keep in touchwith Young Donors and Volunteers, but not for Bequests/Planned Giving For each event or campaign that you plan, consider efforts in each category Results measurement should be part of the plan 38. We must, indeed, all hang together,or most assuredly we shall all hangseparately.- Benjamin Franklin to the ContinentalCongress just before signing theDeclaration of Independence, 1776.COOPERATE 39. Assign staff responsibilitiesResponsibilityDepartment or Role Direct Mail WebsiteEmail Social MediaMarketingDevelopmentWebDatabaseJane the Intern Multi-channel fundraising often means drawing new lines ofresponsibility and interconnection Cooperation is essential Database is key one point of truth for knowing your constituents 40. Campaign calendar from The Art & Science of Multichannel Fundraising,Published by DirectMarketingIQ - 41. Thanks to Goodwill/Easter Seals Minnesota 42. Email, web, forms, confirmations, social, mail, in-store ...CREATE A COORDINATEDCAMPAIGN 43. Tactics and Timing Year End CampaignNov. 1 Nov. 7 Nov. 16 Nov. 22 Nov. 30 Dec. 5 Dec. 15 Dec. 29Goodwill/Easter Seals Minnesota 44. Examples 45. Examples 46. QUESTIONS? 47. Creating a plan!PULLING IT ALL TOGETHER 48. Creating a plan1. Set fundraising goal2. Where is it going to come from? Events Individual donors3. Select and budget for the appropriate activities to reach all types of donors4. Determine marketing activities 49. 20 years Planned andDeferred GiversMajor Givers Annual / Recurring Givers Occasional Givers, Event Participants 50. QUESTIONS? 51. ANALYZE 52. Campaign Landing Page 53. Website 54. Email 55. Facebook 56. Blog 57. Twitter 58. Conference/Brochure 59. Setup Campaign Landing Page > Email Email 2 Facebook Twitter Netwits Blog Website Home Page 60. Results 61. Results 62. QUESTIONS? 63. No time like the present5 THINGS TO DO IN JULY 64. Online Fundraising Cycle 35% of online giving happens in the final three months of the year 20% happens in December 65. The Next 7 Months Online / Offline Fundraising PlanJuneJuly August September October November DecemberOffline CommunicationOffline EventsOffline Fundraising FocusWebsite UpdatesEmail CampaignsOnline FundraisingFocus Peer to Peer Fundraising Social Media Campaigns 66. 1. Prepare campaign calendar Plan activities for 3rd quarter as well as year end (4th quarter) Include: Outgoing messages online and offline Landing pages Home page features Transactional forms Social media Acknowledgements and follow-up communication cycle Coordinate message and creative between marketing anddevelopment 67. 2.