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A case study on the Kidney Foundation of Canada presented at AFP Ottawa Chapter Fundraising Day 2014, by Leah Eustace and Kelly Lachance.
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An Integrated Fundraising Program Success StoryThe Kidney Foundation of Canada
Kelly LachanceThe Kidney Foundation of Canada
Leah Eustace, ACFREGood Works
#FRDay14 KFOC + Good Works @KelDuc | @LeahEustace
A bit about us
Leah Eustace, ACFRE@LeahEustaceGood Works
Kelly Lachance@KelDucKidney Foundation of Canada
#FRDay14 KFOC + Good Works @KelDuc | @LeahEustace
What we’ll cover
• What is integrated marketing?
• Where KFOC was
• Where KFOC is now
• How did we get there?
• Where KFOC is headed
• Lessons learned
• Questions
#FRDay14 KFOC + Good Works @KelDuc | @LeahEustace
What is integrated (or multichannel) fundraising?
The use of multiple channels to raise money
#FRDay14 KFOC + Good Works @KelDuc | @LeahEustace
Why should we be embracing it?
#FRDay14 KFOC + Good Works @KelDuc | @LeahEustace
Generational differences
#FRDay14 KFOC + Good Works @KelDuc | @LeahEustace
Where was KFOC in 2011?
$0
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
FY2006 FY2007 FY2008 FY2009 FY2010 FY2011
GROSS REVENUES
#FRDay14 KFOC + Good Works @KelDuc | @LeahEustace
Where was KFOC in 2011?
FY2006 FY2007 FY2008 FY2009 FY2010 FY2011 FY2012
DONORS
#FRDay14 KFOC + Good Works @KelDuc | @LeahEustace
Where KFOC was in 2011
• Monthly donors represented only 1.5% of the active donor file
• Donor renewal rate declining
• Number of gifts per donor low
• Direct mail needed review
• Cultivation and stewardship didn’t exist
• Separate databases for national office and regions
• Staff turnover
• Silos
#FRDay14 KFOC + Good Works @KelDuc | @LeahEustace
Where KFOC is now
$0
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
FY2006 FY2007 FY2008 FY2009 FY2010 FY2011 FY2012 FY2013
GROSS REVENUES
#FRDay14 KFOC + Good Works @KelDuc | @LeahEustace
Where is KFOC now?
FY2006 FY2007 FY2008 FY2009 FY2010 FY2011 FY2012 FY2013
DONORS
#FRDay14 KFOC + Good Works @KelDuc | @LeahEustace
Where to start?
#FRDay14 KFOC + Good Works @KelDuc | @LeahEustace
Where to start
#FRDay14 KFOC + Good Works @KelDuc | @LeahEustace
Tactics: Communication and Education
#FRDay14 KFOC + Good Works @KelDuc | @LeahEustace
Tactics: Direct Mail
Then
• All signed by the same person
• Institutional and academic
• Little segmentation
• 4 house appeals
• 2 prospect appeals
• National separate from regional
Now
• Variety of signatories
• Stories
• Lots of segmentation/variables
• 6 house appeals
• 2 prospect appeals
• Regions sharing lapsed data
#FRDay14 KFOC + Good Works @KelDuc | @LeahEustace
Tactics: The Phone
#FRDay14 KFOC + Good Works @KelDuc | @LeahEustace
Tactics: Online
#FRDay14 KFOC + Good Works @KelDuc | @LeahEustace
Tactics: Friends and Family
#FRDay14 KFOC + Good Works @KelDuc | @LeahEustace
Tactics: Monthly Giving
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Tactics: Prospecting
#FRDay14 KFOC + Good Works @KelDuc | @LeahEustace
Tactics: Prospecting
0
1000
2000
3000
4000
5000
6000
7000
8000
2010 2011 2012 2013
New Donors
#FRDay14 KFOC + Good Works @KelDuc | @LeahEustace
Segmentation
• Active, inactive, lapsed, long lapsed
• English, French
• High end
• Monthly
• Once-a-years
• RFM
• Source (online, region)
#FRDay14 KFOC + Good Works @KelDuc | @LeahEustace
Storytelling
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Multichannel integrated program
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Cross-Promotion
#FRDay14 KFOC + Good Works @KelDuc | @LeahEustace
Lessons Learned
#FRDay14 KFOC + Good Works @KelDuc | @LeahEustace
What does the future hold?• Legacy marketing
• Matching gifts within direct marketing
• Further database integration
• More e-appeals
• Dedicated mid-level giving program
• Establishment of gift club program$1,500,000
$1,600,000
$1,700,000
$1,800,000
$1,900,000
$2,000,000
$2,100,000
FY2011 FY2012 FY2013
GROSS REVENUES
#FRDay14 KFOC + Good Works @KelDuc | @LeahEustace
Questions?
