Best Practices in Integrated Multi-Channel Fundraising and Communications

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Text of Best Practices in Integrated Multi-Channel Fundraising and Communications

Why Integrate?

Boston Session: Best Practices in Integrated Multi-Channel

Fundraising and Communications

Brian O Donnell, ASI

Karla Capers, UCS

James Campbell, Artez March 8th 2012

www.advsol.com

Agenda

Why Integrate?

Acquisition techniques

UCS Campaign

Mobile + Social Media

Break 10 mins

Q and A + Discussion

www.advsol.com

Proven full cycle process of continuous performance Improvement

www.advsol.com

Who we are

Privately-Held - 20-Years solely focused on non-profits

200 + employees - USA, Canada, UK & Australia $40 m in annual revenues, profitable

3000 + customers

Open culture and proven partner network

Great hands-on support

Continuously investing in R & D, focused on one solution

Leading web and server based solutions

Acquisition-Engagement-Measurement-Growth

www.advsol.com

Why Integrate?

www.advsol.com

Most donations come in through the mail

Distribution of All Gifts

by Channel

2010 Medians

10%

79%

11%

Online Mail Other

Offline

Distribution of New Donors

by Channel

2010 Medians

16%

76%

8%

Joined

Online

Joined

by Mail

Joined

by Other

Offline

Source: Target Analytics www.advsol.com

Online giving continues to grow

Source: Target Analytics www.advsol.com

More donors coming in online

Trends in the Percent of Donors Giving Online2006-2010 Medians

9%

5%

12%

5%

8%

14%

6%

9%

16%

7%

10%

7%

New Donors Multi-Year Donors All Donors

2007 2008 2009 2010 2007 2008 2009 20102007 2008 2009 2010

Source: Target Analytics www.advsol.com

Donors acquired online are younger and have higher incomes

Source: Target Analytics www.advsol.com

Donors acquired online give larger gifts

Revenue per New Donor

by Origin Channel

2010 Medians

$62

$32

Joined Online Joined by Mail

Source: Target Analytics www.advsol.com

Other findings of interest:

Retention

Lifetime value

Migration of channel

Lifetime value if the donor switches channel

www.advsol.com

What are you doing to grow your prospect list

www.advsol.com

Growing your Prospect Listoffline

List rental

Swapping lists

List append

Events

www.advsol.com

Growing your prospect listonline

Petitions

Pledges

Newsletters

Downloads

Sweepstakes

Physical Goods

Viral / Share

Light Box

Viral

Chaperoned email

Social Media

Surveys / competitions

Care2/Change.org

Online Ads

www.advsol.com

15

Let your voice be heard

www.advsol.com

Provide opportunities to step up

www.advsol.com

All areas have pledge opportunities

1,000 registrants

per month and

1% donor

conversion

www.advsol.com

Downloadable Materials & Other Incentives

www.advsol.com

Sweepstakes

12,000 entrants

with plans to

repeat the

contest annually

www.advsol.com

Chaperoned eMail Campaign

www.advsol.com

You Have to Ask

www.advsol.com

Donations integrated directly into FB

www.advsol.com

40,000

160,000

Take advantage of moments

www.advsol.com

Lightbox

www.advsol.com

Welcome Series

New Prospects Part 1

Thanks so much, and by the way, you might not

know.

Part 2

Thanks again, and just wanted to

update you on.

Pledge, Petition,

Ask

Please help us by.

Welcome Series

Integrated multi-channel campaigns

Day 1 Day 1 Day 3 Day 1 Day 3 Day 10 Day 1 Day 3 Day 10 Next Regular Appeal

Receive

1st Gift

Receive

1st Gift

Thank You

Call

Thank You

eMail

&

eReceipt

Welcome

Package

&

Receipt

Welcome

eMail

Premium

Gift

eNewsletter

Bulletin

eNewsletter

Bulletin

Pre-Direct Mail email

telling donor that a mail

package is coming

Direct Mail Pkg

encouraging

donors to give online

www.advsol.com

If I signed up today, what would I experience?

www.advsol.com

www.advsol.com

Who we are $22 million annual income

85% from individual members

81,000 members 41% have working

emails on file

Email list size of 375,000

85% have never given a donation

100% have mailing address on file

Membership staffing: Membership Director: responsible for mail and phone

50% Online Director: responsible for online fundraising

Other staff are responsible for Major Gifts ($1,000+)

www.advsol.com

Online Income

$0

$200,000

$400,000

$600,000

$800,000

$1,000,000

$1,200,000

$1,400,000

2007 2008 2009 2010 2011

www.advsol.com

Percent of current year donors by giving type

17%

80%

3%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Online Only Offline Only Both Channels

www.advsol.com

Percent of new donors giving online

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

2007 2008 2009 2010 2011

www.advsol.com

$87.00

$105.00

$154.00

$199.00

$131.00

$-

$50.00

$100.00

$150.00

$200.00

$250.00

Online Only Offline Only Both Channels

Current year revenue

Lifetime revenue

www.advsol.com

What are we doing to integrate?

www.advsol.com

Driving our offline donors online

www.advsol.com

Giving offline donors opportunities to give us their email address

www.advsol.com

Online appeals offline donors

www.advsol.com

Coordinating topics across channels

www.advsol.com

Coordinating non-fundraising online and offline content as well

www.advsol.com

Social Media

www.advsol.com

Testing

www.advsol.com

Campaign Example

www.advsol.com

www.advsol.com

www.advsol.com

ROI?

2010 2011

Consulting costs $ 14,000 $ 7,000

Advertising costs $ 4,000 $ 14,792

Sticker fulfillment $ 9,000

Income received $ 20,000 $ 8,647

Net $ (2,000) $ 22,145

New name recruited 33,000 9,737

Cost per name $ (0.06) $ 2.27

www.advsol.com

www.advsol.com

Artez Interactive Leading global digital fundraising company Mobile and social fundraising pioneers Multichannel tools help nonprofits raise more money online, mobile & social networks Unleash your creativity in developing FRIENDSHIP POWERED FUNDRAISING campaigns Background:

(12) years of digital fundraising experience SAAS solution, Cloud based Supporting nonprofits in the United States, Canada, UK, Europe, Australia, & New Zealand Multi-channel platform optimized for online, social, and mobile fundraising Approximately (400) global clients PCI Level 1 Compliant

Clients include:

National Alliance on Mental Illness Canadian Red Cross Cancer Council Australia Tuberous Sclerosis Alliance Water Aid UK UNICEF Canada Special Olympics

Salvation Army Canada National Hemophilia Foundation Hustle Up The Hancock Walmart Walk for Miracles Leukaemia Foundation The Nature Conservancy Major League Baseball

www.advsol.com

Multichannel Digital Fundraising

www.advsol.com

Mobile Awareness

Smartphone sales surpass computer sales globally.

Your supporters are reading your appeals

on their mobile devices.

Theyve been doing it

for a while now www.advsol.com

Big Browser

Mobile Web Browser

www.advsol.com

Mobile Web Browser

No limit on donation amount Complete donor data Instant tax receipting Full branding & customization Works across smartphone devices

www.advsol.com

35% of all US adults have Apps on their phones. - Pew Internet

www.advsol.com

Fundraisers can access iPhone or Android address books to quickly email friends and family A fully-integrated way to share fundraising goals & messages on Twitter & Facebook

Apps facilitate engagement, communications, & donations

www.advsol.com

#1 Where can you get started?

Are your website and forms optimized for the mobile

web browser?

Remember: Over 50% of social media use