Integrated Multichannel Marketing and Fundraising Best Practices

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Integrated Multichannel Marketing and Fundraising Best Practices


Younger Donors & Constituents Wanted

But it’s more likely him…

Rather than her…


30% 40% 50% 60% 70% 80% 90%$0

$100

$200

$300

$400

$500

$600

$700

$800

$900

$1,000

$1,100

$1,200

% Giving

Tota

l Ann

ual G

ivin

g

Boomers

Gen X

Matures

Gen Y

b. 1965-198058% Give35.9M donors$796 yr/avg4.2 charities



b. ≤194579% Give30.8M donors$1066 yr/avg6.3 charities

Generational Giving Study

Size of each pie is significant – represents total population of each


ANNUALGIVING

DONATED BYCHECK BY MAIL

PRIMARY CHANNELS

REGULARLY ON FACEBOOK

Changing Constituent LandscapeMatures

39M

POPULATION

Boomers Gen X

$$$$$$

78M

POPULATION

$$$$$

62M

POPULATION

$$$$$


Direct donation 42% Attended event 19%Visited website 27% Promoted to others 15%Donated goods 23% Volunteered 15%

Direct donation 51% Attended event 18%Donated good 28% Volunteered 16%Visited website 19%

Direct donation 61%Donated goods 25%Attended an event 13%

Direct donation 71%Donated goods 26%Attended an event 13%

Gen Y

Gen X

Boomers

Matures

First Engagement


Word of Mouth is Critical

GEN Y GEN X BOOMER MATURE

87% 89% 82% 76%

“Peer to peer solicitation is the most acceptable form of solicitation”


New Donor Challenge

Source: Target Analytics donorCentrics™ Index of National Fundraising Performance | Fourth Quarter 2010


Old Theory, New Applications


New Donor Renewal Rate

34.4%

50.9%

Direct Mail

+48%

Integrated Marketing

Source: Company whitepaper entitled “Integrating Online Marketing (eCRM) with Direct Mail Fundraising”1 Traditional defined as offline use.2 Internet Enabled defined as both offline and eCRM use.

Donor Value Over 12 Months

$96

$187

Direct Mail

+95%


Lifetime Donor Value

$314

$694

Lifetime Donor Value

Direct Mail

+121%


Channel Integration Value


Increasingly Multichannel Behavior% say appropriate solicitation channel

GEN Y GEN X BOOMER MATURE

77% 79% 74% 77%

76% 69% 60% 51%

69% 60% 38% 17%

51% 42% 39% 34%

38% 25% 16% 13%

Mail

Email

Social Media

Phone

Text


Major Donors Multichannel Too

• 86% visit website before making gift offline

• Only 8% very inspired by websites, emails

• 75% want to control frequency and content

• Want tax receipts, renewal notices and financial progress updates

Source: Wired Wealthy, Convio, Sea Change Strategies and Edge Research, 2008


Fundraising has Changed, Permanently• Again -- donors expect more transparency and tangibility

• Direct mail continues but no longer dominates

• Multichannel practices must evolve quickly

• Video, social and mobile become mainstream

• Systems deliver strategic advantage/ productivity• People drive change!


Donor Transparency Expectation


Direct mail and telemarketing need to evolve


Understand constituency as a whole


Interact on an individual level

and track relationships

Donors Advocates Volunteers Event attendees Board members Corporations MediaAcademicsPublic officials


Does this resemble the “database” at your

organization?


Where Does Your Staff Spend Their Time?

ResearchingDonors

Cleaning theDatabase Running

Reports

MergingLists

Double DataEntry

WonderingWhere to

Focus


Productivity: Information At Finger Tips


Traditional

$$$Expensive

Closed

Single channel

On-premise

“Next Gen” Systems

Complex

ManageDonors

Next-Generation

$

Multi-Channel

Cost-effective

On-demand

Open

Easy-to-use 31 2

Manage All Relationships


• Research tells us that a multichannel approach is the only option for reaching across generational constituencies, for planning for the next generation and meeting our constituent’s expectations.

• Some key tactics that will ease the migration to incorporate digital channels as Boomers spend more time online and younger generations make more significant financial impact.

• Online feeder acquisition ( email address collection and social)• Segmentation methodology• Top 10 multichannel marketing principles

Putting the Pieces Together


Applying Generational & Channel Learnings

Audit online strategy and tactics to determine how you are meeting generational needs.

Create connections between the online and offline worlds to support generation “migration” and giving channel preference.


How are we meeting Generational Needs?

Matures Boomers Gen X Gen Y

Attitudes/Values

Unconditional Looking for you to be good stewards of their $

Time vs. MoneyPremeditated Giving

Online ConnectionPeer Motivated

Time to Give BackWhat’s In It For Me? Random

Tactics +

Strategies


Assessment: How do we reach Matures?

• Annual Tax Receipts

• Charity Navigator Insignia

• Fundraising Expenditure Disclosure

• E-Newsletters

Unconditional

Stewardship of Donor $’s




Attitudes/Values





Tactics +

Strategies

Longer-form appeals

Annual Tax Receipts

Guidestar/BBB/Charity Navigator logos

Fundraising Expenditure Disclosure

E-Newsletter


Assessment: How do we reach Boomers?

• Renewal Appeals and Notices

• Event Fundraising Donation (vs. Participation)

• Basic Donation Forms

• Volunteer Opportunities

• Data Mining Planned Giving

Pre-meditated Giving

Time vs.. Money




Attitudes/Values





Tactics +

Strategies

Longer-form appeals

Annual Tax Receipts



E-Newsletter

Renewal Appeals and notices

Event Fundraising Donation (vs. participating)

Basic Donation Forms

Volunteer Opportunities

Data Mining Planned Giving

E-Newsletter


Assessment: How do we reach Gen X?

• Create/Donate to a Tribute Fund

• Make a Monthly Gift

• Sign a Pledge/take an action

• Event Attendance

• Mobile Site Optimization

Random, peer motivated

Online connection




Attitudes/Values





Tactics +

Strategies

Longer-form appeals

Annual Tax Receipts



E-Newsletter






E-Newsletter

Creation of/Donation to a Tribute Fund

Make a Sustained/Committed gift

Sign a pledge

Event attendance

Mobile Site Optimization


• Premiums/Contests

• Event Participation

• Social Media

• Mobile Outreach

Assessment: How do we reach Gen Y?

What’s in it for me?Time to give back




Attitudes/Values





Tactics +

Strategies

Longer-form appeals

Annual Tax Receipts



E-Newsletter






E-Newsletter

Creation of/Donation to a Tribute Fund

Make a Sustained/Committed gift

Sign a pledge

Event attendance

Mobile Site Optimization

Premiums/Contests

Event Participation (vs.. Donation)

Social Media

Mobile Outreach


• Ability to influence the overall relationship through an online campaign

• Online must serve as a list acquisition channel for offline campaigning

Online Feeder Acquisition


• Very simply is it time to begin capturing birth year data and segment based on generational characteristics and assumptions?

• Does the offer and primary action change based on what we know about constituents?

Segmentation Methodology

Cancer OrganizationCancer Research Month

Generation Matures Boomer Gen X Gen Y

Call to Action Give to all Cancer

Research

Give to a Cancer

Tribute Fund

Give to a Cancer

Tribute Fund

Create a Tribute for

Cancer Research


• Simplifies messaging and actions

• Cohesive experience

Follow an Integrated Calendar

1


• Don’t offend a mid- or major donor with a $15 ask

Respect & Acknowledge Giving Behavior

2


• Channel demographics should influence your decision to promote an offer

Vary Ask and Offers by Channel

3


• Encourage response in preferred channels while maximizing reach through traditional means

Empower Constituents to Respond in Channel of Choice

4


• Opportunity to educate and ultimately convert to donors

Welcome and Romance Prospects

51 2


• Embrace and encourage channel-hopping and shifts

“Cannibalization” is Retention

6


• Establish organization and departmental metrics that support and never penalize for channel shifts

Gauge Campaign Results across All Channels

7


• Take the long-term view and gauge response based on engagement and your ability to motivate via each channel.

Factor Engagement into ROI

8


• To identify and ultimately target highly engaged but underperforming constituents

Leverage Online Data to Build More Effective Traditional Programs

9


• Determine gaps in existing strategy that new technology might fill

Confront New Technologies

10


Thank you for attending!

Next Steps: Download today’s presentation and additional free resources that will help your organization execute multichannel strategies

www.convio.com/multichannel

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Integrated Multichannel Marketing and Fundraising Best Practices