marcus blease presentation
TRANSCRIPT
A Case Study of Integrated Fundraising
Marcus Blease
General Manager – Marketing & Fundraising
Agenda
• About CPA and me
• What is integrated fundraising
• An integrated donor acquisition campaign case study
• Integrating events
• Regular Giving opportunities
About CPA
• Disability charity for a cause that most people don’t know about. NSW based, now national.
• 1,200 staff – historic reliance on government money
• Raised $22m in FY11 up from $14m in FY09
• Actively pursue broad portfolio of giving channels
About CPA and cause CP
Don’t think you can’t do some of this stuff!
CP isn’t sexy
CP isn’t well known
Disability is thought of as ‘all ok’
Looked after by the government
About CPA and cause CP
You can do it with....
Leadership = Doing the right things
Management = doing things right
About me
• Commenced work in charity sector in 2002
• Small, medium and large charities (in terms of $)
• Previously Head of Sales at FT in London
• Presentation wordy – so it’s of more value
What is Integrated Fundraising?
Multi channel marketing
Cross media marketing
Cross channel marketing
Multi channel communications
It’s not new, but there are some new channels and ways for rich content and engagement
How the commercial sector views it
• According to a 2007 Ipsos US survey, 67% of the online population is driven by offline messages to perform online searches for more information on a company, service or product
• 39% of those respondents then make a purchase
• Integrated media outperforms and generates better results than any one medium alone
How the commercial sector does it
http://www.youtube.com/watch?v=XNic4wf8AYg&feature=channel_video_title
Implications for charities
Bottom line
We’ve already seen big changes with events
We’ve already seen adoption of social media
We’ve seen ideas for great engagement tactics with rich content
We will see big changes in DM giving patterns
But we aren’t there yet.....
Acquisition Case Study
• February 7th CPA re-branded
Rather than a re-brand campaign – we did a donor acquisition campaign
Acquisition Case Study
Story selection
Banker Pack selected
Acquisition Case Study
Objective setting
• Raise awareness of CPA and re-brand
• Raise awareness of CP and its impact
• Gain cut through – an impactful campaign
• Raise money
• Recruit donors
Acquisition Case Study
• Objective setting – proposal to board
Activity Expense Revenue Net Tests Raffle $120,000 $60,000 -$60,000 SA/VIC/QLD Cash Phone $60,000 $30,000 -$30,000 SA/VIC/QLD Mail $410,000 $246,000 -$164,000 NSW/SA/VIC/QLD TV $100,000 $0 -$110,000 Nationally Online $20,000 $5,000 -$15,000 NSW TOTALS $780,000 $341,000 -$439,000
To recruit 11,000 donors
Acquisition Case Study
TVPressPR Radio Event Online Mail PhoneSocial Media
Online Response Feb March April May June
Channel Selection
Acquisition Case Study
TV Campaign
Play TVC AD
Acquisition Case Study
TV Campaign
• Challenged usual portrayal of disability
• Showed real families and impact of CP
• Unscripted
• Emotional
• Clearly showed a ‘problem’ and a ‘need’
• The donor could see how they could help
Acquisition Case Study
TV Campaign ResultsChannel No of
PlacementsTotal Value if paid for
Seven 375 $279,689
7Mate 495 $0
7Two 497 $0
Nine 30 $110,721
GO! 5 $718
Ten 306 $448,091
Eleven 736 $111,825
TOTAL 2,444 $951,044
Indicator Via Web Via Phone TotalNumber of donors 215 392 607Average gift $55.46 $60.68 $58.83Total raised $11,924 $23,789 $35,713ROI $0.36
Acquisition Case Study
Press
National &
State Press
For 1st week
No
measureables
Acquisition Case Study
Press
• Linked to the TV Campaign – showing families from TV commercial
• Challenged usual portrayal of disability
• Showed real families, their story and impact of CP
• Emotional
• Clearly showed a ‘problem’ and a ‘need’
• The donor could see how they could help
Acquisition Case Study
PublicityLinked media where possible
Featured families from TV
100 media articles
Across:
• TV
• Radio
• Press
• Online
Acquisition Case Study
Mail4 Waves
Purchased lists
Total mailed 206,296
Wheelchair proposition
Tested new markets
Undertook many tests...
Acquisition Case Study
Mail Tests:
• Timing – best month
• Premium or none
• Type of premium
• Letter length
• Value
• Style of pack
• New states
Acquisition Case Study
Mail Tests Results:
Premium
• Key Chain 3.9% vs. 2.2% labels
• Key Chain $42.70 vs. $39.33
• But who is more likely to give again?
Style of Letter
• Pareto 4 page letter 3.3% vs. Simple 1 page letter 2.1%
• Pareto 4 page letter $43.92 vs. Simple 1 page letter $38.34
• Who is more likely to give again?
Acquisition Case Study
Mail Tests Results:
Ask Value
• $25 3.5% vs. 2.9% for $35
• $25 gave $38 vs. $45 for $35 ask
• Overall we’d have been $4K better off if all $25.
• More people gave $35 but less gave $60! A learning.
• But who is more likely to give again?
Timing
• Feb 3.9%, March 3%, April 2.5%, May 3.7%
• Best response when the TV playing! Better than tax.
Acquisition Case Study
Our best pack for next acquisition
• Key Chain premium pack
• 4 Page Pareto Style Letter
• Ask value of $25
• Best time to mail is when TV is playing, Xmas or Tax
• We know which lists to mail out of 15 we tested, drop 4
• A few more tests to refine
Quick Diversion Top Tips Mail
1. Urgency 2. Demonstrate need3. Demonstrate impact of CP 4. Demonstrate difference donation will make5. Strong story 6. Long letter7. Strong uplift8. Video in high value packs9. Separate reply mech’s10. Call high value donors who haven’t responded30% reach, 64% convert vs. 26% non contacts11. Follow up letter/video showing how we spent funds
Do you still send appeals like this?
Acquisition Case Study
Phone• Same proposition and case study
• Tested new state markets
• Compelling pack follow up
• 14,000 connected calls
• Purchased lists
Acquisition Case Study
Phone ResultsIndicator SA/VIC/QLD NSW/ACTNumber connected calls
13,505 46,080
Conversion rate 21% 16%No. donations pledged
2,882 7,259
Fulfilment rate 53% 51%No. donations received
1,532 3,728
Total Pledge $73,887 $181,961Total Income $55,844 $108,808Average gift $36.45 $29.19ROI $1.10 $0.58
Acquisition Case Study
Web
The agency forgot to book them!
Acquisition Case Study
Web – clear direction
from the home page
Acquisition Case Study
Web – integrated
donation page
Narrative format
Acquisition Case Study
Social Media –
campaign landing
page
Acquisition Case Study
You Tube page integrated
Acquisition Case Study
Social Media Results
2,700 av. monthly f/book page views with TV 1,135 without TV
???? = Number who watched main video
???? = Number who clicked on ‘donate’
573 = Number who left face book to our CP site
1045 = Number who watched family videos
Acquisition Case Study
Challenges in the
digital era
• Boycott CPA page
• Negative comments
• Irrational comments
• Overall 84% positive
Acquisition Case Study
Challenges in the digital era
Acquisition Case Study
Challenges in the digital era - learning's/advice
• Respond to comments neutrally• Don’t delete comments• Most comments came from same few people • Board are likely to panic • We put out an official statement• Welcome that they are telling you rather than you not knowing it• You can’t please everyone
Acquisition Case Study
Results summary by channel
Mail (mostly NSW) Phone (exc NSW) Other National TotalRevenue $311,938 $56,979 $42,301 $411,218.00Costs $410,000 $52,347 $50,000 $512,347.00Net -$98,062.00 $4,632.00 -$7,699.00 -$101,129.00ROI $0.76 $1.09 $0.85 $0.80Donors 6692 1532 607 8831
Acquisition Case Study
Mail results summary – by state
Mail State Total Mailed TotalCost Average Gift Response Rate Revenue ROINSW 5,700.00 $14,121.63 162$ 2.12% 19,651$ 1.39$ QLD 10,612.00 $26,553.03 32$ 4.25% 14,474$ 0.55$ SA 10,218.00 $25,610.33 31$ 4.55% 14,548$ 0.57$ VIC 10,561.00 $26,198.66 42$ 3.02% 13,423$ 0.51$ Grand Total 37,091.00 $92,483.65 46$ 3.66% 62,095$ 0.67$
Acquisition Case Study
Phone results summary – by state
Phone State Total Called Total Cost Average Gift Response Rate Revenue Fullfillment ROINSW 46,080 184,320$ 29.19$ 16% 108,808$ 51% 0.59$ QLD 3,318 13,272$ 25.35$ 25% 13,735$ 52% 1.03$ SA 4,607 18,428$ 26.40$ 21% 18,287$ 62% 0.99$ VIC 5,652 22,608$ 25.14$ 19% 24,957$ 45% 1.10$ Grand Total 59,657 238,628$ 106.08$ 81% 165,787$ 53% 0.93$
Acquisition Case Study
Channel of transaction – phone/web/mail
Number of donors Gross Revenue Average donationMail 6880 $289,720 42.11$ Phone 243 $20,755 85.41$ Website 637 $31,894 50.07$
136 donors received mail pack and went online to pay = 2%Av donation $52.19
The above table shows channel of response to ask (excl phone acq)
Acquisition Case Study
Integration – outcomes• Created a richer more engaging campaign
• Increased the impact of the message
• Anecdotal feedback from phone agents extremely positive
• Reached a larger audience than mail/phone alone
• Can’t prove multi channel increased results until we do a campaign without some integration
• Greater chance of 2nd gift?
Acquisition Case Study
Integration – much of a difference?
• From a digital perspective – no in terms of $
• 136 (2%) went online to donate following mail
• 1045 viewed the detailed video’s online
• Increased response rate 3.9% vs. 2.5% month after it stopped
• It’s not all about dollars. New mediums won’t immediately generate revenue.
• But keep it in perspective vs. your time....
Integration adding value
Events online • Cultural change in Australia around ‘sponsorship’
• Made event fundraising easy for participant
• Easy for charities with 3rd party sites
• Dramatic increases with event fundraising
• Allows for a much greater experience for participant and donor
Integration adding value
Richness within donation receipts – Sent via web with receipt (across all donation types)
http://www.youtube.com/user/CPAlliance#p/u/5/pqzTdNxykmk
Integration adding value
• Mobile integration
• Personalised destination of funds/price points/text • integrates into content
Remember to integrate your channels
Internal Channel conversions
Regular Giving Post sign up When Day 1 Day 2 Day 7 Day 14 Day 21 Day 28 Day 35 Day 42 Day 56 Day 70 Day 84 Day 90
What
Welcome e-book, signed postcard
SMS and email
Video - magic moment #1 E-update
Video - magic moment #2
Email with webinar/teleconference invite
Teleconference/Webinar
Personal survey invite
Donor care call/e-update
Video - magic moment #3
Advocacy piece
Advocacy piece - reminder
How should I feel? Excited Inspired
Trusting. Knowing I supported the right cause, and org Empowered
Content that just a little bit each month matters in someones life
Blown away by CPA's record of getting results
Blown away by CPA's record of getting results
Part of a special group of Aussies
Secure, satisfied
I can see real progress already
An advocate for CP
An advocate for CP
Values PassionExperts, leaders
Credible, trustworthy
Advocates for CP and disability Responsible
Results conscious
Results conscious Inclusive Accountable Caring
Change agents
Change agents
Why
Ride the wave of excitement, convince partner done the right thing
CPA is the org that will create positive change
Reassuring that $$ are going to make a difference
Ensure excitement hasn't worn off
"Surprise and Delight" Reaffirming before month 1 payment
"This is what we've done, this is where we're going.."
"This is what we've done, this is where we're going.."
Because no-one asks me for my feedback and we care
Ensure excitement hasn't worn off
Because stories are so important
It's about more than financial support
It's about more than financial support
Notes
Says thank you for joining a special group of people that’s changing lives
Either same case study all way through or 3 separate
Message from a therapist, parent and child*
Held monthly, featuring Rob White
Email and text invite
Downgrade those likely to cancel. Suggest calls done in-house Easy, viral
Reminder and request to forward to someone else who cares
SMS highlights video sent
Custom built site w/video
Survey feedback, use responses
Every Australian Counts - tbc
Closing....
Donors behave in multitude of ways and have differing giving and communication preferences. Integrated
marketing taps responds to
this need and offers greater richness.
It is vital the sector takes advantage of new technology so we don’t just speak to donors but interact with
them.
Thank You
Any questions?
Critical step to conversion
Welcome booklet & personally signed letter from CEO to all new donors
Welcome Booklet
The Right Language
“I guarantee that every single dollar will be stretched as far as possible.
Please take the time to read the booklet enclosed, it isn’t about The Spastic Centre – it’s really about you and how important your support is.
Thanks again for sending your support and for sharing our goal of letting people achieve their very best.
I look forward to writing to you again shortly with an update.”
Critical Steps...
• ‘In honour’ of in communications – 16% of our donors give in honour
• Personal phone call to thank donors (based on value/frequency)
• Donor thank you day
Critical Steps for conversion
Critical Steps...
• ‘In honour’ of in communications – 16% of our donors give in honour
• Personal phone call to thank donors (based on value/frequency)
• Donor thank you day
RGP Top Tips
Current acquisition channels – phone and face to face
Developed a strong compelling proposition
Sponsor your local therapistFace of each region – therapist and client
• Welcome booklet & localised letters• Fridge magnets• Email with video/welcome SMS• Thank you folder• Downgrade for F2F if under 25• Birthday SMS• Monthly call file for upgrade at 6 months• Annual upgrade at 12 months• Receive 2 appeals a year• Exploring auto mail upgrade for those unreachable by phone this year