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Power Shift: Secrets to Success in the Digital Donor-Centric World. AFP San Antonio | February 24, 2011. About Convio. Software and services to reach, inspire and move people to support nonprofits Fundraising, marketing, advocacy, constituent relationship management - PowerPoint PPT Presentation
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1©2011 Convio, Inc. | Page
Power Shift: Secrets to Success in the Digital Donor-Centric World
AFP San Antonio | February 24, 2011
2©2011 Convio, Inc. | Page
• Software and services to reach, inspire and move people to support nonprofits• Fundraising, marketing,
advocacy, constituent relationship management
• Preferred technology and services partner for over 1,300 nonprofits of all sizes
About Convio
Client success stories:www.convio.com/portfolio
Best practices, white papers, tip sheets & more:www.convio.com/resources
Contact us:[email protected] ext. 1
Fundraising Best Practiceswww.convio.com/fundraising
3©2011 Convio, Inc. | Page
About Kell Partners
4©2011 Convio, Inc. | Page
The Next Generation Research
US Report Available at: www.convio.com/nextgeneration
Canadian Report Coming Soon in partnership with hjc and STRATCOM
5©2011 Convio, Inc. | Page
Overview
The art and science of fundraising is changing
6©2011 Convio, Inc. | Page
Source: Target Analytics, 2009 Index of National Fundraising Performance
Revenue Growth
The Challenge
7©2011 Convio, Inc. | Page
Generational Shift
Matures
Boomers
Gen XGen Y
8©2011 Convio, Inc. | Page
Generational Giving
% Giving
Tota
l an
nua
l giv
ing
58% Give35.9M donors$796 yr/avg4.2 charities$35.9 B/yr
56% Give28.5M donors$341 yr/avg3.6 charities$9.7B/yr
67% Give52.2M donors$901 yr/avg5.2 charities$47.1 B/yr
79% Give30.8M donors$1066 yr/avg6.3 charities$32.7 B/yr
9©2011 Convio, Inc. | Page
Generational Reporting – Prospect Intelligence
• Track Prospect Intelligence Details• Determine Inclination for Giving• Compare your Generation Groups• Classify your Constituents for Segmentation and Reporting
10©2011 Convio, Inc. | Page
Lifetime Donor ValueDonor Value 12 MonthsNew Donor Renewal Rate
Source: Represents the results of a single Convio client as described in a 2006 report entitled “Integrating Online Marketing (eCRM) with Direct Mail Fundraising” by Convio and StrategicOne.Legacy represents just offline use. Internet Enabled includes both offline and online use.
34.4%
50.9%+48%
+121%
$96
$187
+95% $314
$694
Legacy Internet Enabled
Legacy Internet Enabled
Legacy Internet Enabled
Channel Shift
11©2011 Convio, Inc. | Page
Channel Shift – Part II
12©2011 Convio, Inc. | Page
Channel Shift – Reporting
13©2011 Convio, Inc. | Page
“If you can be transparent about how the money is being used, it can motivate a lot of people to participate”
Premal Shah, President, Kiva.org
Expectation Shift: Transparency
14©2011 Convio, Inc. | Page
Expectation Shift: Control
15©2011 Convio, Inc. | Page
• 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
Expectation Shift: Major Donors
Source: Wired Wealthy, Convio, Sea Change Strategies and Edge Research, 2008
16©2011 Convio, Inc. | Page
Strategy Shift: Leveraging Evangelists
17©2011 Convio, Inc. | Page
• Excel at the basics► Tune your website for conversion► Make giving tangible► Send email that people want► Create compelling, multi-step appeals
• “Up-level” your engagement
• Step up your outreach
Recommendations
18©2011 Convio, Inc. | Page
Tune Your Website for Conversion
19©2011 Convio, Inc. | Page
Make Giving Tangible
20©2011 Convio, Inc. | Page
Make Giving Tangible - continued
21©2011 Convio, Inc. | Page
Send Email That People Want
Be “donor-centered”
Don’t be a slave to your schedule
Pay attention to engagement metrics
22©2011 Convio, Inc. | Page
Create Compelling, Multi-Step Appeals
23©2011 Convio, Inc. | Page
• Excel at the basics
• “Up-level” your engagement► Implement “engagement pathways”►Use engagement data strategically►Enhance your channel integration►Change the rules of donor management
• Step up your outreach
Recommendations
24©2011 Convio, Inc. | Page
Donor Conversion PathwayDAY 1 DAY 3
Segment Definition
Add Gift PotentialIf DONOR with two or less gifts of $150 or less in last 12 months
Monthly PotentialIf DONOR with two or more gifts of $150 in last 12 months
Major PotentialIf DONOR with lifetime value more than $500 but less than $10,000
25©2011 Convio, Inc. | Page
Major Donor “Pathway”
• Differentiated content
• Bi-directional dialog
• Online data informs offline engagement
26©2011 Convio, Inc. | Page
Use Engagement Data Strategically
Average Cumulative
Giving
Donors 1
E=6
Donors 2
E=10
Sustainers 1
E=7
Sustainers 2
E=9
Benchwarmers 1
E=1
Benchwarmers 2
E=4
Active Advocates
E=12
Inactives
E=0
“Engagement Factor”
Disengaged DonorsE=0
27©2011 Convio, Inc. | Page
Change the Rules of Donor Management
• Access the reports you require
• Implement robust prospect tracking and pipeline reporting
• Manage all relationships in one database
• Access your data “on-the go”
• Configure systems to support your processes
28©2011 Convio, Inc. | Page
• Excel at the basics
• “Up-level” your engagement
• Step up your outreach►Empower your constituents►Leverage paid sources strategically►Lay foundations for new channels
Recommendations
29©2011 Convio, Inc. | Page
Solicitation Channel Appropriateness (From charities/nonprofits with established relationship)
% say appropriate solicitation channel (rank ordered by very important –blue)
TOTAL GEN Y GEN X BOOMER MATURE
84% 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%
30©2011 Convio, Inc. | Page
Empower Your Constituents
31©2011 Convio, Inc. | Page
Awareness of Haiti Text-to-Donate
77% total
Heard a lotGen Y: 60%Gen X: 64%Boomers: 52%Matures: 50%
Seen/heard anything recently about making a donation via text for earthquake relief in Haiti?
32©2011 Convio, Inc. | Page
Lay Foundations for New Channels: Mobile
33©2011 Convio, Inc. | Page
Foundations for New Channels: Social Media
34©2011 Convio, Inc. | Page
Summary of Recommendations
• Excel at the basics► Tune your website for conversion► Make giving tangible► Send email that people want► Create compelling, multi-step appeals
• “Up-level” your engagement► Implement “engagement pathways”► Use engagement data strategically► Enhance your channel integration► Change the rules of donor management
• Step up your outreach► Empower your constituents► Leverage paid sources strategically► Lay foundations for new channels
35©2011 Convio, Inc. | Page
Questions & Additional Resources
Client success stories:www.convio.com/portfolio
Best practices, white papers, tip sheets & more:www.convio.com/resources
Contact us:[email protected] ext. 1
Fundraising Best Practiceswww.convio.com/fundraising
Next Generation Research:www.convio.com/nextgeneration
