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2. Key Messages
3. Observations
4.
Carnegie Museums Case Study 5. Strategy
6. Online Member Center 7. Member Center Returning Member View 8. Segmented Email Newsletters 9. Results - Engagement
10. Results: Member Retention
11. Results: Average Gift In addition, online membership transactions grew from$0in 2002 to$121,000in 2003 to$209,000in 2004 Average online gift is 18% higher than offline 12. How E-marketing Affects Renewal Rates Case Study: Minnesota Public Radio 13. Goals For E-marketing
14. Member E-mail Newsletter
15.
Email Renewals 16. Email Renewal Message 17.
Email Renewal Results 18. Renewal Form on Web NumberEmailed %Response Avg. Gift Feb. 2004 1,554 4.83% 123.25 $Mar. 2004 2,135 7.59% 127.31 $Apr. 2004 1,774 5.64% 119.28 $May 2004 949 6.43% 124.11 $Jun. 2004 754 7.69% 140.03 $July 2004 3,520 5.43% 133.17 $Aug. 2004 3,055 6.28% 140.54 $Sept. 2004 2,771 5.77% 131.53 $Oct. 2004 1,567 5.17% 148.38 $Nov. 2004 2,709 6.64% 161.50 $Dec. 2004 5,528 5.23% 148.65 $Jan. 2005 1,323 8.31% 126.15 $27,639 6.51% 136.95 $ 19.
How Renewal Rates Are Affected by E-Marketing 20. Results Email No Email Increase with Email New 49.12% 43.14% 13.86% Renewed 1+ 81.61% 79.15% 3.10% 21.
Obtaining Additional Email Addresses 22. Renewal Insert To Acquire Email Addresses 23.
Additional Resources 24. O penA ll N ight Round-up, Renew, and Upgrade Members Online, Even While Youre Sleeping Case Study: Chicago Public Radio 25. The Fundraising Pie Direct Response Solicitation The Rest of the Time 26. Help Move People to Online Giving Revenue Trend 27. Theyre Going There Anyway 28. And They Give More Average gift 29. And They Renew Pretty Well First Year Renewal 30. And They Upgrade Really Well Snapshot of First Time Renewals From Fall 2003 Pledge Drive If They Renewed by Mail or On-Air: renew amount flat If They Renewed Online:40% Upgrade revenue. 2821 New Members48% Renewed 31. Web Site Fundraising Open For Business Online Campaigns E-Renewals E-Update Using Mail and Telemarketing 32. Online Campaigns June 2004 July/Aug 2004 Oct Dec Feb 05 Tis The Season Support Chicago Public Radio with An End of Year Contribution.Pledge Now Pledge Now and Shorten the Fall DriveNovember 09-19 2 days off so far! Pledge a dollar a day for someone you love 33. E-Renewals 34. E-Update 35. Using Mail and Telemarketing 36. Wendy Turner [email_address] Al Anderson [email_address] Vinay Bhagat [email_address] Questions