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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 Online
2006-2010 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
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What are you doing to grow your prospect list
www.advsol.com
Growing your Prospect List…offline
• List rental
• Swapping lists
• List append
• Events
www.advsol.com
Growing your prospect list…online
• Petitions
• Pledges
• Newsletters
• Downloads
• Sweepstakes
• Physical Goods
• Viral / Share
• Light Box
• Viral
• Chaperoned email
• Social Media
• Surveys / competitions
• Care2/Change.org
• Online Ads
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15
Let your voice be heard
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Provide opportunities to “step up”
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All areas have pledge opportunities
1,000 registrants
per month and
1% donor
conversion
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Downloadable Materials & Other Incentives
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Sweepstakes
12,000 entrants
with plans to
repeat the
contest annually
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Chaperoned eMail Campaign
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You Have to Ask
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Donations integrated directly into FB
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40,000
160,000
Take advantage of moments
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Lightbox
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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
&
eReceipt
Welcome
Package
&
Receipt
Welcome
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
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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
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Coordinating non-fundraising online and offline content as well
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Social Media
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Testing
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Campaign Example
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www.advsol.com
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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.
They’ve 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
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35% of all US adults have Apps on their phones. - Pew Internet
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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 users
access Facebook & Twitter on mobile devices
www.advsol.com
#2 Where can do you get started?
Are your emails optimized for the
mobile web browser?
Over 30% of emails are
read on Smartphones
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#3 What do YOUR trends look like?
… Check your own traffic statistics!
10% of traffic to Artez donation pages is from
mobile devices…
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#4 QR Codes
~2% www.advsol.com
Remember: Mobile is a complementary strategy ...
http://m.umuc.edu
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Social Media & Fundraising Reality ...
70% of charities raising over $100k have budgets of $5 million or more.
Only 0.4% of organizations have raised
over $100k through Facebook.
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Big surprises? The majority of nonprofits are
raising $0 - $1,000 on Facebook.
80% raised $0 from YouTube, LinkedIn, Flickr.
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Why engage in social media?
• Your donors & supporters are there • Your sponsors & media contacts use this tool • An additional channel for brand extension • Competing organizations may acquire market share in your space
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How are charities using social media?
Most US charities regularly update 1 to 3 social media channels.
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Industry's attitude towards social media
Attitudes are performance-based. The majority have accomplished a major goal using social media.
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Positive news ….
Online donation is the fastest growing giving channel. Lower acquisition cost: Direct mail = $1.25 Online donor = $0.07
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Participants using social media in fundraising events raise more money on average than
participants that don’t.
40% more
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Key… drive conversion to
your website for action
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Facebook: A top referrer to our donation pages.
Yours?
12% Facebook
2% Mobile Facebook
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And digital advertising?
Which actions happen from traffic referred by which social channels?
Start with an assessment: Your metrics
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What’s Trending Now?
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Social Login
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Facebook Single Sign-On
77% of social media users prefer social login to traditional
registration
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Facebook Connect & PayPal on Mobile Donation Forms
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Mobile Web Optimized Fundraising Pages
Enables your event participants to easily fundraise on mobile devices as well as computers.
Our fundraisers using the mobile web & web raised 178% more money than those only using our online pages. www.advsol.com
Add mobile donation to your fundraising campaign: Direct your mobile web donors to your secure mobile donation form through creative ideas like: QR code, SMS messages, or emails.
http://bit.ly/artezmobile
www.advsol.com
Add iPhone & Android Mobile Apps to your event
Our fundraisers using Apps, mobile web, and web raised 237% more money than those just using web alone! www.advsol.com
App on Facebook Timeline
Facebook Social Fundraising App
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Open Graph Donations on Timeline App
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Donors Games
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http://bit.ly/artezmobile
Corporate Sponsor Challenges
Characteristics: The cause marketing model meets digital CSR. “For every ‘X’ we will give ‘Y’ up to ‘Z’ amount.”
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Integration with offline events
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Take advantage of offline buzz
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Alternative Giving Programs
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3rd party Peer-2-Peer Fundraising
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Open up the dialogue, encourage social connections
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One size doesn’t fit all
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Make conversion your goal
3% to 6%
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Contact information
Brian O'Donnell: [email protected]
Karla Capers: [email protected]
James Campbell: [email protected]
www.advsol.com
Choose your words carefully
The power of words to radically change your message and your effect upon the world!
Share with your colleagues
http://www.youtube.com/watch?v=Hzgzim5m7oU
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Helpful Resources The Nonprofit Evolution: Six Smart Ideas to Improve Your Organization's
Efficiency, Customer Service, and Revenue:uThe Nonprofit Evolution: Six Smart Ideas to Improve Your Organization's Efficiency, Customer Service, and Revenue
The full Target report can be found here: www.blackbaud.com/onlinefundraising
Blog post on elements of a good campaign: http://www.bigducknyc.com/blog/12_ways_you_can_make_your_campaign_stronger
2011 eNonprofit Benchmarks Study by M&R: http://www.e-benchmarksstudy.com/
Frogloop blog posts all about social media: http://www.frogloop.com/care2blog/category/social-networking
Artez whitepaper on mobile giving: http://www.artez.com/documents/whitepapers/mobilegivingfornonprofit
sartezpdf Artez whitepaper on social fundraising: http://www.artez.com/documents/whitepapers/whitepaper-friendship-
powered-fundraising
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How are you doing compared to your peers online?
Source: M & R Study www.advsol.com
