an integrated fundraising program success story
DESCRIPTION
A case study on the Kidney Foundation of Canada presented at AFP Ottawa Chapter Fundraising Day 2014, by Leah Eustace and Kelly Lachance.TRANSCRIPT
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?
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Generational differences
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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
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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?
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Where to start
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Tactics: Communication and Education
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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
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Tactics: The Phone
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Tactics: Online
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Tactics: Friends and Family
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Tactics: Monthly Giving
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Tactics: Prospecting
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Tactics: Prospecting
0
1000
2000
3000
4000
5000
6000
7000
8000
2010 2011 2012 2013
New Donors
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Segmentation
• Active, inactive, lapsed, long lapsed
• English, French
• High end
• Monthly
• Once-a-years
• RFM
• Source (online, region)
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Storytelling
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Multichannel integrated program
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Cross-Promotion
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Lessons Learned
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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?