multi-channel madness! same donors. different strategies: bridge conference 2014
DESCRIPTION
How to manage multi-channel integration for non-profit organizations presented by Cathy Grams, The Wilderness Society, Heather Marsh, ABD Direct with data support from Andrew Griffen, Integral.TRANSCRIPT
Multi-Channel Madness! Same Donors, Different
StrategiesCathy Grams, The Wilderness Society
Heather Marsh, ABD Direct
#Bridge14
What we’ll cover:• Donor-Initiated Integration (i.e. Like It or Not)• Intentional Integration• Show me the money: Does it even really matter?• The Importance of Listening to Our Donors
The Wilderness Society 80-year old membership based
conservation organization
To protect our public lands and to inspire Americans to care about our wild places
Headquartered in Washington, DC with 13 offices across the country
$27 million annual budget
Membership provides $7.4 million Online provides $1 million
126,000 0-18 Month Members60,000 with Email
Address15,000 Members Give
Online
Convio – Online PlatformTA – Database of Record
About The Wilderness Society
Photo: California's Point Arena-Stornetta Public Lands. Credit: Bob Wick (BLM).
Multi-Channel:Donor-Initiated Integration (i.e. Like It or Not)
Donor-Initiated Integration
Direct Mail Online
Receives mail piece, does Internet search, donates online
Provides email address on reply device, advocacy action, or website, starts receiving emails
Uses web address or dedicated URL on package
DM > Online
DM > Online
DM > Online
The ChallengesCampaign Reporting (Who Gets Credit?)Ask StringsMessage DisconnectDuplicate RecordsFuture Unsubscribes
How to Keep UpUpdate Website with Campaign Content for
Consistency (Annual Fund, Match Campaigns, Year-End)
Employ Matchbacks Match Ask Strings on Dedicated URLsMerge Online/DM RecordsMonitor/Analyze Donor Unsubscribes
Donor-Initiated Integration
Online Direct Mail
Donates online, starts receiving mail
Provides address (advocacy, e-newsletter sign up, reverse append, other), gets in mail stream
Gives online, gets mail acquisition through list buy
Online > DM
Online > DM
DM Conversion of Online Activists
Though a lower initial response rate, the NPD (-$61) is still within acceptable range
12 month LTV is significantly better than all but multis
The ChallengesAsk Strings (Online Gifts are Usually Larger)Channel Preferences (Cost)Campaign Reporting
How to Keep UpSync Databases for Previous Gift AmountsSegment Online Donors to Monitor
PerformanceMerge Online/DM RecordsMonitor Donor Unsubscribes/Do Not Mail
PreferencesAnalyze Donor Giving (Does the Mail Inspire
Online Donors to Give?)
Donor-Initiated IntegrationProvides phone
number through online donation form
Gives email or mailing address during call TM
DM Online
DM/Online > TM
The ChallengesMessaging ConflictsData SyncingSetting Expectations
How to Keep UpCampaign CalendarClearly Segment Audiences
Multi-ChannelIntentional Integration
Intentional IntegrationExamples
RenewalsSustainersActivistsAppends
Renewals/Lapsed RecapturePlan Renewal and
Lapsed Recapture Campaigns to Target Based on Cost and Donor Responsiveness
DM
OnlineTM
Renewal Campaign
Sustainer Upgrades
Upgrade Email
DM
Online
TM
Activists
TM
DM Online
Drop Activists (Wild Alert and Petition Signers) into Telemarketing Campaign for Immediate Conversion
Activist Conversion
Data Appends/HygieneDM
OnlineTM
Append or Request Email, Mail, and/or Phone Data to Donors and Prospects to Allow for Multiple Communications Pathways
Calendar Campaign
Multi-Channel:Show Me The Money
Key Question:Are my multichannel donors more valuable
than my single channel donors?
Multichannel Donor PerformanceTWSMultichannel giving behavior better for donor value
and retention.
Multichannel Donor PerformanceNonprofit “B”Multichannel giving behavior better for donor value
but not for donor retention.
Are multichannel donors more valuable?It Depends!
Understanding the value and impact of multi-channel for your donors is helpful to ensure key donor segments are engaged.
“Multi-channelism” should not be a primary strategy. Understand it, but don’t have it be a primary measure of success.
Key Question:Are there gift and communication pathways that
could help generate a better donor relationship?
Multichannel Donor Performance by Gift PathTWS Nonprofit “B”DM joins: rate of return improved after migrating to online.Web joins: rate of return generally lower after migrating to direct mail giving.
DM joins: rate of return declined after migrating online.Web joins: rate of return generally higher after migrating to offline
Has an Email Address Donors
% Retained
Initial Value
Sub Value12
Cume Value12
Value Increased by…
DM-DM-DM 1561 42% $27 $19 $45 70%DM-DM-TM 98 52% $41 $48 $89 116%DM-DM-Web 263 39% $39 $26 $65 65%DM-TM-DM 82 32% $31 $19 $49 60%DM-TM-TM 54 56% $28 $38 $67 135%DM-TM-Web 8 38% $27 $16 $43 60%DM-Web-DM 134 43% $31 $37 $68 120%DM-Web-TM 29 55% $46 $52 $98 113%DM-Web-Web 236 49% $38 $34 $72 87%Web-DM-DM 189 48% $61 $57 $118 93%Web-DM-TM 22 55% $61 $47 $108 76%Web-DM-Web 103 52% $67 $50 $117 75%Web-TM-DM 22 59% $51 $82 $133 161%Web-TM-TM 51 59% $38 $65 $104 170%Web-TM-Web 28 54% $97 $58 $154 59%Web-Web-DM 140 49% $49 $51 $100 104%Web-Web-TM 39 54% $73 $62 $135 85%Web-Web-Web 888 53% $45 $61 $105 135%GRAND TOTAL 3947 47% $38 $37 $75 97%
Has an Email Address Donors
% Retained
Initial Value
Sub Value12
Cume Value12
Value Increased by…
DM-DM-DM 9812 50% $74 $60 $134 81%DM-DM-TM 541 43% $59 $45 $104 75%DM-DM-Web 3972 34% $154 $62 $216 40%DM-TM-DM 670 44% $61 $38 $99 62%DM-TM-TM 302 33% $52 $28 $80 54%DM-TM-Web 463 30% $126 $67 $193 53%DM-Web-DM 947 49% $153 $114 $267 74%DM-Web-TM 107 36% $79 $52 $132 66%DM-Web-Web 2505 41% $224 $126 $350 56%Web-DM-DM 1535 57% $136 $138 $274 102%Web-DM-TM 182 48% $93 $70 $163 75%Web-DM-Web 1937 30% $178 $119 $297 67%Web-TM-DM 229 49% $77 $59 $135 77%Web-TM-TM 249 24% $70 $19 $89 27%Web-TM-Web 506 25% $127 $53 $181 42%Web-Web-DM 674 47% $136 $137 $273 101%Web-Web-TM 205 37% $66 $55 $120 83%Web-Web-Web 5397 39% $160 $119 $278 74%GRAND TOTAL 30233 43% $127 $86 $213 68%
Multichannel Donor Productivity by Gift PathDM Joins from Nonprofit “B”Productivity declined after DM donors exhibited multichannel giving behavior, particularly when that behavior was online.
The ability to retain DM donors after they migrated to other channels generally declined, also impacting their subsequent valuation.
Are there gift and communication pathways that could help generate a better donor relationship?
It Depends – But Probably Yes!
Developing a holistic understanding of multi-channel donors can provide focus…
On what donors value most with stronger communications, Provide opportunities to created integrated segmentation to
provide improved targeting, Thereby building a stronger bond and LTV.
Multi-Channel:Give the Donors What They Want
Donor StewardshipRevenue Relationshi
ps
Planned Giving
Major Donors
Attrition
$$$$
$$$
Multi-Channel Communication Offers Opportunities to Build Donor Relationships but Without Planning Can Have the Opposite Effect
Messaging MixThe Magic Formula:
Audience Channel Offer Messaging
ID Key Audiences on Your File
Create Appropriate Messaging:Timing, Tone, Copy, Creative
Develop Offers to
Engage Them
Consider Channel
Responsiveness, Donor
Preferences
AudiencesLow Dollar DonorsMid-High Dollar DonorsProspectsActivistsSustainersLapsed Donors
SuppressionsPrevious GivingDonor Preferences (One Appeal, No Mail)Constituent Expectations (Text Messaging vs.
TM)
Thank [email protected]
Don’t forget to visit the Solutions Showcase!
Many of the ideas discussed today are on display at the
Solutions Showcase!
#Bridge14