The Hard Facts About Integrating AudiencesWhat You Might Be Surprised You Didn’t Know and What to Do About It

Dolores McDonagh, Principal Consultant, Charity DynamicsAnastasia Staten, Senior Director, Membership, Foundation Fighting BlindnessCraig Zeltsar, Principal, NNE MarketingKaren Gleason, VP Client Services, NNE Marketing

YEAR END CAMPAIGN: GOALS AND OBJECTIVES

Determine the financial impact of an online year-end campaign– Are we robbing Peter to pay Paul?: YOY online campaign giving

seemed unstable, were we really underperforming or are donors giving to another channel?

– Are we competing with other programs: Anecdotally other fundraising activities thought they were losing income, were they?

Off-line sophistication online: Leverage the robust direct mail segmentation variables to read results of who received the email campaign

Show the value of a multi-channel program: Raising a dollar on-line is cheaper, right?

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2012 Year End Campaign Analysis

YEAR END CAMPAIGN: THE SET-UPConstituent Database

Applied Segments (over 37 variables)

Matched to Who Received Year End Online Campaign

Created “The Frozen File”111,902 Records

Information about each donor at the start of the campaign

Appended Online Historical Information

YEAR END CAMPAIGN: THE SET-UP

Created “The Frozen File”111,902 Records

Information about each donor at the start of the campaign

Full Analysis Tool with Drill Down Capabilities

Year-End Transactions Made (any gift)

Appended Online Actions Taken

YEAR END CAMPAIGN: ONLINE ANALYSIS Giving Category Donors YE Gifts YE RevenueAll Online 4 10 $255.00DR Only 51 137 $7,925.00Integrated 38 88 $23,225.00Mail (Online Respone) 3 3 $1,050.00Mail (Snail Mail Response) 1,014 1,059 $126,503.08Multi-Department 24 64 $8,264.90Online (Non-Social) 204 217 $42,859.00Online Solicitation 290 302 $52,745.00Other 82 89 $35,082.21Social (including Blog) 17 17 $650.00Telemarketing 426 639 $39,445.00VisionWalk 795 934 $115,862.85Whitemail 69 96 $20,572.31(blank) 108,885 Grand Total 111,902 3,655 $474,439.35

• Views year-end gifts and revenue by a defined, mutually exclusive category.• The constituents receiving the year-end email campaign contributed $474,439

through 3,655 gifts.• 3,017 (2.7% of the people receiving an email) made a contribution.

Only 62 people gave to multiple channels.

Of the 108,885 people who didn’t make a gift:80,570 didn’t open any

emails.53,342 had never made a

gift.27,419 had made their

last gift 37+ months ago.

YEAR END CAMPAIGN: ONLINE ANALYSIS

• Only 25% of the people who received the emails opened at least one.

Worth 57% of the total year-en revenue

40% were 0-6 month donors

22% were 25+ months lapsed

Less than 1% of the people opened all of the emails

Males and females opened the emails at the same percentage

65+% of the revenue from this group came from people who opened at least one cultivation email

YEAR END CAMPAIGN: ONLINE ANALYSIS

• Only 71 people unsubscribed from email at any point (contributing only 4 gifts totaling $325 to any channel)

• Interestingly, only 24% of people coded having a connection to the disease on file opened at least one email – the average of the overall campaign. However, disease coded people made up almost 72% of the revenue

generated over the course of the period.

• Although the same percentage of males and females opened an email: Males made up 38% of the audience receiving the emails, yet

contributed 47% of the total YE revenue 55% of the actual online revenue was from males.

YEAR END CAMPAIGN: ONLINE ANALYSIS

YEAR END CAMPAIGN: ONLINE ANALYSIS 12OnLine Giving Category Donors YE Gifts YE RevenueNo DR Only 39 105 $5,525.00

Integrated 6 12 $940.00Mail (Snail Mail Response) 765 804 $83,252.08Multi-Department 7 21 $1,816.90Online (Non-Social) 43 43 $12,451.00Online Solicitation 76 76 $9,822.00Other 67 73 $26,599.03Social (including Blog) 10 10 $355.00Telemarketing 351 528 $25,977.00VisionWalk 758 888 $106,365.07Whitemail 57 75 $18,348.75(blank) 105,790

No Total 107,969 2,635 $291,451.83Yes All Online 4 10 $255.00

DR Only 12 32 $2,400.00Integrated 32 76 $22,285.00Mail (Online Respone) 3 3 $1,050.00Mail (Snail Mail Response) 249 255 $43,251.00Multi-Department 17 43 $6,448.00Online (Non-Social) 161 174 $30,408.00Online Solicitation 214 226 $42,923.00Other 15 16 $8,483.18Social (including Blog) 7 7 $295.00Telemarketing 75 111 $13,468.00VisionWalk 37 46 $9,497.78Whitemail 12 21 $2,223.56(blank) 3,095

Yes Total 3,933 1,020 $182,987.52Grand Total 111,902 3,655 $474,439.35

YEAR END CAMPAIGN: ONLINE ANALYSIS

• Key takeaway: Donor’s past giving history is a predictor of what they will give to in the future.• For example, 89% of VisionWalk year-end revenue came from donors with

previous event giving on file.• Over 99% of mail revenue came from donors with history of giving to

membership/annual giving style appeals.

Giving Category Event Only

Non-Donor Event

Event & Other

Other (DM, etc.)

Non-Donor Other

Tribute Only Walk Only

Non-Donor Walk Only Grand Total

All Online $95.00 $160.00 $255.00DR Only $2,810.00 $5,115.00 $7,925.00Integrated $12,200.00 $11,025.00 $23,225.00Mail (Online Respone) $1,050.00 $1,050.00Mail (Snail Mail Response) $46,436.00 $79,672.08 $15.00 $30.00 $350.00 $126,503.08Multi-Department $7,084.90 $400.00 $70.00 $710.00 $8,264.90Online (Non-Social) $1,500.00 $20.00 $10,586.00 $21,082.00 $465.00 $410.00 $8,771.00 $25.00 $42,859.00Online Solicitation $143.00 $25.00 $23,465.00 $25,217.00 $3,110.00 $150.00 $300.00 $335.00 $52,745.00Other $4,598.92 $13,880.06 $15,867.67 $185.56 $550.00 $35,082.21Social (including Blog) $25.00 $25.00 $130.00 $215.00 $120.00 $60.00 $75.00 $650.00Telemarketing $13,188.00 $25,102.00 $75.00 $360.00 $720.00 $39,445.00VisionWalk $8,858.00 $30.00 $38,195.46 $465.00 $100.00 $65,823.09 $2,391.30 $115,862.85Whitemail $5,000.00 $8,548.56 $6,973.75 $50.00 $20,572.31(blank)Grand Total $20,124.92 $100.00 $176,618.98 $192,344.50 $4,190.56 $950.00 $77,284.09 $2,826.30 $474,439.35

Integrate where appropriate; innovate where necessary

• Consider holding a test track out next year• Engage people who have no giving history and encourage opening emails –

then convert to donors.• Differentiate those with disease code versus those without. • Build segmentation criteria into email selection strategy

• Don’t just select because we can; select because we should.• Develop targeted creative to speak to the variety of constituent profiles. For

example:• Create a year-end giving “event” email message that emphasizes the

importance of a year-end giving • Support the offline efforts with email copy that references the mail or

phone channels.• Highlight URL’s in mail or on phone to people who are “online responsive”

YEAR END CAMPAIGN: RECOMMENDATIONS

2013 Putting it Into Practice

2013 MEMBER CARD CAMPAIGN• Integrated email/direct mail

campaign for Multi-Channel Members

• Copy and Graphics in sync• Online version alerted

recipients to “Watch their mailbox” for their membership card

• Shorter email copy ‘hit the high points’ and gave readers the opportunity to renew online.

EMAIL CADENCE

Four emails over one month bookending 1st DM effort

Pre Mailing #1 Pre Mailing #2“Resend”

Post Mailing #1 Post Mailing #2 “Forward”

ONLINE ONLY CONSTITUENTS

• Received variation of campaign• Recent donors received “Renewal” messaging• Non donors and long lapsed received “Join Us”

messaging• Tested customized messaging based on

disease coding

RESULTS

Even though file was 20% smaller in 2013 than in 2012, the integrated mail campaign generated

• 2% more gifts• 20% more revenue• 50% more revenue per name in the campaign

READING RESULTS

So many changes between 2012 & 2013 make it difficult to read YOY results

2013 YEAR END CAMPAIGN

• Created A/B test Multi-Channel versus Single Channel

• 10,000 Multi-Channel prospects received email and direct mail

• 10,000 received direct mail only even though they were opted into email

2013 YEAR END CAMPAIGN

• Integrated campaign– Direct Mail– Email– Social– Website

• Integrated copy message• Matching Grant

• The group that received emails was worth 15.3% more than the group withheld from emails (across all year-end giving)

• Email did not turn off multi-channel donors

• Some direct mail donors went online even without email prompting, but complementing direct mail with email lifted web and overall giving.

A/B Split Test Results

MESSAGING BY DISEASE

Did not split test by Disease group - took the leap &

utilized personalized messaging in

selected email efforts

Disease groups were significantly more productive, but it’s not clear that if messaging had an impact or if those willing to share that information are more committed as a group.

Stay tuned for more testing!

Making it work!

INTEGRATION IS HARD WORK

• Working Interdepartmentally

• Managing Multiple Vendors

• Staffing and Resource Restraints

• Synchronizing Data between Systems

Year End Campaign used Annual Report theme of ‘Momentum’

Dolores McDonagh Principal ConsultantCharity Dynamicsdmcdonagh@charitydynamics.com 301-578-8601 Twitter: @charitydynamics LinkedIn: Dolores McDonagh Facebook: Dolores McDonaghhttp://www.charitydynamics.com Anastasia A. StatenSenior Director of Membership Foundation Fighting Blindnessastaten@FightBlindness.org 410-423-0635LinkedIn: anastasiastaten www.FightBlindness.org

Craig ZeltsarPrincipalNNE MarketingCell 617-429-7999 | Office 781-777-1951LinkedIn: craig-zeltsarwww.nnemarketing.com Karen GleasonVP of Client ServicesNNE Marketing Cell 404-822-8880 | Office 781-777-1951 www.nnemarketing.com