integrated multi-channel marketing and fundraising best ... · donors, participators loyal...
TRANSCRIPT
1©2011 Convio, Inc. | Page
Integrated Multi-channel Marketing and Fundraising Best Practices
Kenneth Kuhler – Senior Account [email protected]
2©2011 Convio, Inc. | Page
Keys for Success – Today’s Agenda
• Next Generation of Canadian Giving• The data and what it really means
• Practical Applications of the Research• Understanding the multichannel approach
• Deeper Dive into Online Best Practices
• Closer look at the latest 2011 ConvioBenchmarks
3©2011 Convio, Inc. | Page
• To download: www.convio.com/canadanextgen
• Data on how four generations of Canadians give, how they want to be involved with you and the implications for nonprofits trying to reach these distinct age segments.
Next Generation of Canadian Giving
4©2011 Convio, Inc. | Page
Canadian Generational Giving
$-
$100.0
$200.0
$300.0
$400.0
$500.0
$600.0
$700.0
$800.0
$900.0
$1,000.0
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Aver
age
Ann
ual G
ivin
g
Percent Giving
Boomers
Civics
Gen X
Gen Y55% Give2.7M donors$325 yr/avg3.5 charities$.8 B/yr
61% Give4.2M donors$549 yr/avg4.1 charities$2.3 B/yr
66% Give5.7M donors$725 yr/avg4.9 charities$4.1 B/yr
73% Give3.2M donors$833 yr/avg5.3 charities$2.6 B/yr
5©2011 Convio, Inc. | Page
Will we still have jobs in the future?
21%
58%
3%
18%15%
66%
4%
16%13%
61%
2%
23%
11%
64%
2%
23%
Increase Same Decrease DK
Donations Planned to One of Three Named Charity Next Year
Gen Y Gen X Boomers Matures
6©2011 Convio, Inc. | Page
Can anyone guess when this picture was taken?
7©2011 Convio, Inc. | Page
Applying Generational & Channel Learnings
Audit online strategy and tactics to determine how we’re meeting generational needs.
Create connections between the online and offline worlds to support generation “migration” and giving channel preference.
8©2011 Convio, Inc. | Page
How are we meeting Generational Needs?
Generation Civics Boomers Gen X Gen Y
Attitudes/Values
Unconditional Looking for you to be good stewards of their $
Time vs. MoneyPremeditated Giving
Online ConnectionPeer Motivated
Time to Give BackWhat’s In It For Me? Random
Tact
ics
+ St
rate
gies
9©2011 Convio, Inc. | Page
Assessment: How do we reach Civics?
• Annual Tax Receipts
• Charity Navigator Insignia
• Fundraising Expenditure Disclosure
• E-Newsletters
Unconditional
Stewardship of Donor $’s
10©2011 Convio, Inc. | Page
How are we meeting Generational Needs?
Generation Civics Boomers Gen X Gen Y
Attitudes/Values
Unconditional Looking for you to be good stewards of their $
Time vs. MoneyPremeditated Giving
Online ConnectionPeer Motivated
Time to Give BackWhat’s In It For Me? Random.
Tact
ics
+ St
rate
gies
Longer-form appeals
Annual Tax Receipts
Guidestar/BBB/Charity Navigator logos
Fundraising Expenditure Disclosure
E-Newsletter
11©2011 Convio, Inc. | Page
Assessment: How do we reach Boomers?
• Renewal Appeals and Notices
• Event Fundraising Donation (vs. Participation)
• Basic Donation Forms
• Volunteer Opportunities
• Data Mining Planned Giving
Pre-meditated Giving
Time vs.. Money
12©2011 Convio, Inc. | Page
How are we meeting Generational Needs?
Generation Civics Boomers Gen X Gen Y
Attitudes/Values
Unconditional Looking for you to be good stewards of their $
Time vs. MoneyPremeditated Giving
Online ConnectionPeer Motivated
Time to Give BackWhat’s In It For Me? Random
Tact
ics
+ St
rate
gies
Longer-form appeals
Annual Tax Receipts
Guidestar/BBB/Charity Navigator logos
Fundraising Expenditure Disclosure
E-Newsletter
Renewal Appeals and notices
Event Fundraising Donation (vs. participating)
Basic Donation Forms
Volunteer Opportunities
Data Mining Planned Giving
E-Newsletter
13©2011 Convio, Inc. | Page
Assessment: How do we reach Gen X?
• Create/Donate to a Tribute Fund
• Make a Sustained/Committed Gift
• Sign a Pledge
• Event Attendance
• Mobile Site Optimization
Random, peer motivated
Online connection
14©2011 Convio, Inc. | Page
How are we meeting Generational Needs?
Generation Civics Boomers Gen X Gen Y
Attitudes/Values
Unconditional Looking for you to be good stewards of their $
Time vs. MoneyPremeditated Giving
Online ConnectionPeer Motivated
Time to Give BackWhat’s In It For Me? Random
Tact
ics
+ St
rate
gies
Longer-form appeals
Annual Tax Receipts
Guidestar/BBB/Charity Navigator logos
Fundraising Expenditure Disclosure
E-Newsletter
Renewal Appeals and notices
Event Fundraising Donation (vs. participating)
Basic Donation Forms
Volunteer Opportunities
Data Mining Planned Giving
E-Newsletter
Creation of/Donation to a Tribute Fund
Make a Sustained/Committed gift
Sign a pledge
Event attendance
Mobile Site Optimization
15©2011 Convio, Inc. | Page
Assessment: How do we reach Gen Y?
• Premiums/Contests
• Event Fundraising Participation (vs. Donation)
• Social Media
• Mobile Outreach
What’s in it for me?Time to give back
16©2011 Convio, Inc. | Page
How are we meeting Generational Needs?
Generation Civics Boomers Gen X Gen Y
Attitudes/Values
Unconditional Looking for you to be good stewards of their $
Time vs. MoneyPremeditated Giving
Online ConnectionPeer Motivated
Time to Give BackWhat’s In It For Me? Random.
Tact
ics
+ St
rate
gies
Longer-form appeals
Annual Tax Receipts
Guidestar/BBB/Charity Navigator logos
Fundraising Expenditure Disclosure
E-Newsletter
Renewal Appeals and notices
Event Fundraising Donation (vs. participating)
Basic Donation Forms
Volunteer Opportunities
Data Mining Planned Giving
E-Newsletter
Creation of/Donation to a Tribute Fund
Make a Sustained/Committed gift
Sign a pledge
Event attendance
Mobile Site Optimization
Premiums/Contests
Event Participation (vs.. Donation)
Social Media
Mobile Outreach
17©2011 Convio, Inc. | Page
How should we respond to new technologies?
18©2011 Convio, Inc. | Page
How should we respond to new technologies?
• Determine gaps in existing strategy that new technology might fill. Is our strategy balanced for each generation?
• Set realistic goals for the type of response and constituents that technology will drive as part of investment strategy.
• Is donor conversion a realistic goal for Twitter?• Should Facebook be used to drive awareness and outreach through peer-
to-peer sharing and gift giving• Would we drive visitation to a museum through Gowalla “check ins”?
• Ensure that constituents, particularly Gen X and Y, have the ability to respond in a channel of preference.
19©2011 Convio, Inc. | Page
Create Online + Offline Connection
• Research tells us that a multi-channel approach is the only option for reaching across generational constituencies and for planning for the next generation.
• Key tactics will ease the migration to incorporate digital channels as Boomers come on line and younger generations make more significant financial impact.
• Online feeder acquisition• Multi-channel campaign methodology• Segmentation methodology
20©2011 Convio, Inc. | Page
Online Feeder Acquisition
• In the multi-channel world the goals of any online fundraising manager should extend beyond revenue raised online, but the ability to influence the overall relationship through online campaign.
• Online must serve as a list acquisition channel for offline campaigning, similar to capturing an email address in offline channels.
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Multi-Channel Campaign Methodology
• Take a multi channel campaign approach by following an integrated fundraising calendar.
• Allow constituents to respond in the channel of choice, regardless of solicitation channel – and expect response to cross channels.
• Respect previous giving behaviors and promote offers with consistency.
• Don’t overlook a customized homepage experience (in addition to email and direct mail) for delivering your integrated appeal.
• Expect to measure response on an aggregate basis. Ease tracking by using shortcut URLs in direct mail.
22©2011 Convio, Inc. | Page
Segmentation Methodology
• Is it time to begin capturing birth year data and segment based on generational characteristics and assumptions?
• Does the offer and primary action change based on what we know about constituents?
Cancer OrganizationCancer Research Month
Generation Civics Boomer Gen X Gen Y
Call to Action Give to all Cancer Research
Give to a Cancer Tribute Fund
Give to a Cancer Tribute Fund
Create a Tribute for CancerResearch
23©2011 Convio, Inc. | Page
Let’s look at Canada more closely…
Donation Channels Overall and by Generation
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Traditional Direct Response Model
Prospects
Donors, Participators
Loyal Constituents
■ Rent/exchange donor lists from similar groups
■ “Fish in the same pond”
■ Cannot access younger prospects who are not already on lists
■ Cost per dollar raised for acquisition has risen from ~$0.50 in 1950s to $1.69 today
■ Limited cross-program coordination
Churn first year donors and event participants
30-50%1%
Mailing non-responders is cost prohibitive
99%50-70%
Churn multi-year donors
30-40%
Sources: Estimates based on Convio experience and DMA research including 2005 DMA Response Rate Report, the Direct Marketing Association. Professor Adrian Sergeant, at Henley Management College in Great Britain
25©2011 Convio, Inc. | Page
Fundraising Emphasis: Matures
MaturesBoomers
Gen XGen Y
25
26©2011 Convio, Inc. | Page
Lifetime Donor ValueDonor Value 12 MonthsNew Donor Renewal Rate
Value of Multi-channel Engagement
Sources: Study entitled “Integrating Online Marketing (eCRM) with Direct Mail Fundraising” by Convio and StrategicOneTraditional defined as offline use. Internet Enabled defined as both offline and eCRM use.
34.4%50.9%
+48%
Multi-Channel
$96
$187
+95%
Multi-Channel
$314
$694
+121%
Multi-Channel
Lifetime Donor ValueDonor Value 12 MonthsNew Donor Renewal Rate
30%61%
+103%
Multi-Channel
$ 81.18
$ 94.37
+16%
Multi-Channel Mail
+16%
Multi-Channel
$ 81.18
$ 94.37
27©2011 Convio, Inc. | Page
Finding and Retaining Donors
Source: Target Analytics donorCentrics Report
28©2011 Convio, Inc. | Page
1) Nonprofit offline donors are aging
2) Donor files are churning and acquisition list sources are limited
3) Revenues are flat and–in many cases–are falling
4) Direct mail costs are increasing / fundraising margins are shrinking
5) Constituents’ expectations are changing
Needs for a Multi-channel Approach
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What are the main factors driving your organization to a more integrated
approach?
Multi-channel Engagement
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Two factors that have the greatest impact on advancing integrated marketing & communications:• An organization’s / leadership’s commitment to the philosophy• Investing in the mechanics to make it happen
Roadblocks to Success
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Remove Data Silos
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Integrated marketing sophistication and size don’t closely correlate.
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Deeper Dive into Online Best Practices
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1. Reach – Be everywhere they are
2. Know – Be interested in who they are
3. Welcome – Be intentional in warming them up
4. Cultivate – Be effective in communicating
5. Ask – Be bold in soliciting gifts and making sure to properly steward them after the gift.
The top 5 things you need to be SUCCESSFUL online
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#1: REACH!
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Constituents have many different entry points to your organization
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85% of “Wired Wealthy” are likely to visit your website before making their first gift
Your website is critical
Source: Convio, Sea Change Strategies, Edge Researchhttp://www.convio.com/wiredwealthy
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Benchmark Results- web visitors
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Benchmark Results- web traffic
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Engaging Websites
Canadian Breast Cancer Foundation
41©2011 Convio, Inc. | Page
Percentage Who Currently Use Social Media Best Practices
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43©2011 Convio, Inc. | Page
Built-in Donation Forms
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Members can submit a favorite video and register to win.
Open voting to members!
Video
Nature Canada
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Benchmark Results- email file size
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Benchmark Results- email file growth
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What will you do to get more people to give you their email address?
Constituent Engagement
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Acquisition- eCards
Daily Bread Food Bank of Toronto
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Acquisition – Petitions
Canadian Wildlife Foundation
50©2011 Convio, Inc. | Page
Acquisition- Pledges
Nature Canada
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#2. Know
Be interested in who they are, what they want, and how they
relate to you.
(Mind reading ability not required).
http://www.flickr.com/photos/baccharus
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Understand Preferences
Double the response
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Getting to know your members
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Membership
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Who Are You?
Total Recipients:2,196
Opens:947 (43.24%)
Click-Throughs:471 (21.51%)
Recipient Actions: 386 (17.63%)
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Survey your constituents
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#3. Welcome
Be intentional in warming them up
www.flickr.com/photos/eelssej_
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First impressions count!
Supporter engagement decreases over time
0%
10%
20%
30%
40%
50%
60%
1 month 2 to 3months
4 to 6months
7 to 12months
Year 2 Year 3
Time on Housefile
Emai
l Ope
n R
ate
Source: Analysis of 3 major nonprofits
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Welcome Series- Alberta Children’s Hospital Foundation
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#4. Cultivate Be effective in your online
communications
http://www.flickr.com/photos/question_everything
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Cultivation
Content is king
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Get Your Clicks• Guess what topic
gets the most clicks?• The recipes!
• 30% yr/yr revenue growth
• #1 objective is list growth
• Confident in eventual conversion to customer
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Deliver Distinctive, Compelling Content
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Subject lines matter
Short subject lines outperform long subject lines
Source – MailerMailer LLC 2008, based on number of characters in subject line
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Open Rate vs. Subject Line Length
Analysis of 16 monthly eNewsletters
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#5. Ask
Be bold in soliciting gifts.
(Wishing and waiting is not asking)
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Benchmark Results- online revenue
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Benchmark Results- online revenue
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Benchmark Results- online revenue
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Reach: Email File Expansion
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
$0
$200,000
$400,000
$600,000
$800,000
$1,000,000
$1,200,000
$1,400,000
10/2
006
11/2
006
12/2
006
1/20
072/
2007
3/20
074/
2007
5/20
076/
2007
7/20
078/
2007
9/20
0710
/200
711
/200
712
/200
71/
2008
2/20
083/
2008
4/20
085/
2008
6/20
087/
2008
8/20
089/
2008
10/2
008
11/2
008
12/2
008
1/20
092/
2009
3/20
094/
2009
5/20
096/
2009
7/20
098/
2009
9/20
0910
/200
911
/200
912
/200
91/
2010
2/20
103/
2010
4/20
105/
2010
6/20
10
Cumulative Online Revenue
# Email Records
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What Motivates an Online Gift?
Email, 36%
Search, 21%
Direct Mail, 20%
Telemarketing, 13%
Other, 10%
Source: 2009 Convio Analysis of one Major Mailer Account
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Make It Easy to Donate Online
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Donation Form– Canadian Cancer
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Encourage sustainer giving programs…
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Canadian Wildlife – purchase a “virtual animal”
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Multi-Part Campaigns1
2
3
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Unexpected Events – Ability to be Timely
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Provide a “mission related” value add premium to their gift
Nature Conservancy Canada
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Stewardship – properly thanking donors
80©2011 Convio, Inc. | Page
Stewardship – keeping your constituents informed of results
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Articulation of what your donation will provide.
82©2011 Convio, Inc. | Page
Effective storytelling – share success stories.
83©2011 Convio, Inc. | Page
We got opening pitch last week!!!!
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Fundraising Performance Metrics
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Increased competition for wallet share. Be the organization that is “15 minutes ahead”.
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• Unified constituent experience
With Convio Solutions:
Engaging Constituents with Convio Solutions
• Integrated messaging across a variety of channels
• Optimized engagement
87©2011 Convio, Inc. | Page
Thank you for attending!Next Steps: Download today’s presentation and additional
free resources that will help your organization execute multichannel strategies
Connect with us! Twitter: @convio Email: [email protected] Blog: www.connectioncafe.com