PLANNING YOUR

FUNDRAISING FUTURE

The Next Generation of Canadian Giving

AGENDAMORNING SESSION:

The Tactics for Laser Focused Success

9:00 – 10:00am Presentation

10:00 – 10:30am Break and Networking

10:30 – 11:45am Presentation and Q&A

11:45am – Noon Networking/Morning Session Ends

YOUR SPEAKERS

Mike Johnston

President, hjc

Dennis McCarthy

Vice President Strategy and Best Practices,

Convio

THE TACTICS FOR LASER FOCUSED

SUCCESS

NEXT GEN: A LANDMARK SURVEY

• Released Nov. 2010

• Exploring multi-channel

preferences and

charitable habits of 4

generations of

Canadians

• Featured in: Financial Post, CNBC, the

NonProfit Times, Charity

Village, the Vancouver

SunDownload the full report: www.hjcnewmedia.com/nextgen

A FEW QUESTIONS TO ASK YOURSELF

• How much has technology and communication

changed in the last 10 years?

HOW MUCH HAVE FUNDRAISING

PRACTICES CHANGED AT YOUR

ORGANISATION IN THE

LAST 10 YEARS?

IS YOUR ORGANISATION DONOR

CENTRIC?

Fundraising

MarketingAdvocacy

Service/Missio

n

Events

OR DO DEPARTMENTAL SILOS MEAN

THAT THE DONOR IS AN OFTEN AN

AFTERTHOUGHT?

Fundraising

MarketingAdvocacy

Service/Missio

n

Events

WHAT YOU’LL LEARN THIS MORNING

• How to be donor centric (and what that really

means today)

• How to merge old fundraising best practices with

new technologies

• How to be change enabled

CANADIAN GENERATIONAL GIVING

GEN Y DONORS

55% GIVE $0.8B/YEAR

• Giving is more

random

• Have more time than

money

• Like promotional

events and giveaways

• Engage with NP in

variety of ways (incl.

social media)

GEN X DONORS

61% GIVE $3.6B/YEAR

• Have the $ but not time

• More casual about giving – often see themselves giving in small ways

• Very motivated to support charitable causes through peers

• Online connected, especially for research/online banking

BOOMER DONORS

66% GIVE $4.1B/YEAR

• Giving more deliberate

• See giving $ as the way

they can help

• Use online/mobile

technology but tend to

adapt more slowly than

Gen X

• Respond well to e-

newsletters and

advocacy campaigns

CIVIC DONORS

73% GIVE $2.6B/YEAR

• More likely to be female

• More likely with income $30-50 K

• Most loyal and committed BUT

• Most scrutinizing about efficiencies and overhead

• Guarded about giving personal information

• Most responsive to mail, tribute giving

WORKSHEET 1: CONNECT THE

PAIRS...WHICH GENERATION OF GIVERS IS

THE MOST PROLIFIC USER OF THE

FOLLOWING GIVING CHANNELS?

Gen X Tribute Giving

Civic (Mature) Web Giving

Gen Y Telephone

Boomer Retail Check Out

FUNDRAISING IS PROFOUNDLY

MULTI-CHANNEL

Gen YMainstream media 27%

Word of mouth 22%

School 18%

Peer to peer event 14%

Gen XMainstream media 24%

Word of mouth 18%

Mail 16%

Peer to peer event 11%

Work/job 11%

Product purchase 11%

BoomersMainstream media 28%

Mail 19%

Word of mouth 16%

Work/job 11%

CivicsMail 35%

Mainstream media 24%

Word of mouth 18%

HOW DID THEY FIRST LEARN

ABOUT THE CAUSE?

Direct donation 40% Supported a friend 15%

Visited website 23% Donated goods 14%

Information 20% Attended event 15%

Direct donation 49% Attended event 12%

Donated goods 19% Supported friend 16%

Visited website 14%

Direct donation 51% Information 18%

Donated goods 25%

Supported a friend 18%

Direct donation 62% Information 19%

Donated goods 13% Supported friend 18%

Visited web site 10%

Gen Y

Gen X

Boomers

Civics

CANADIAN FIRST ENGAGEMENT

CORE LESSONS FROM THE DATA

• Donors of all ages give in multiple ways

• Different groups have different communication

preferences

• All donors enjoy being communicated with in a

variety of ways

• Donors learn about your organisation in a variety

of ways but traditional media and new forms of

media are very important channels

TODAY BEING DONOR CENTRIC

MEANS…

• Offering a variety of ways to give

• Ensuring various communications are consistent

with one another

• Giving opportunities for engagement that are not

financial

• Personalizing the giving experience as much as

possible

THE BEGS™ MODEL

Branding

• Building awareness of your organisation and key campaigns

Engaging

• Creating opportunities for participation

• Non-$ Calls to Action

Giving

• Converting action to giving

• Transforming experience through fundraising

Stewarding• Fostering donor loyalty

• Thank you, Welcome, Please join us

LASER FOCUSED TACTICS TO KEEP

YOU DONOR CENTRIC

#1 MAKE GIVING TANGIBLE,

EMOTIONAL AND INTERESTING

Some stats…Age

< 25 8.9%

25-34 20.3%

35-44 21.6%

45-54 21.8%

55-64 18.6%

65+ 8.8%

Gender

Female 77.7%

Male 22.3%

Coincidentally – Oprah’s prime

audience too!

WHO ARE SYMBOLIC DONORS?

Use the phone! Symbolic donors converted by phone

have joined our client’s regular monthly giving programs

with an average conversion rate of 3-4%

These donors feel a personal connection to your

organisation and mission – so the personal touch of a

phone call is the best method for conversion to monthly

giving!

STEWARDSHIP AND UPGRADING

Have you quantified what each donation amount can accomplish?

Take a few minutes and come up with what $75, $150, and $500

can do through your organization.

WORKSHEET 2: COMMODIFY

(OPRAH-FY) YOUR GIVING

Giving Level What it accomplishes

$75

$150

$500

#2 INTEGRATE MULTIPLE GIVING

OPTIONS INTO ALL YOUR

COMMUNICATIONS

WHEN YOU START TRACKING THE

RESULTS CAN BE SURPRISING

Online Ads29%

Billboard27%

Email20%

S&W Website15%

TV3%

Postcard2%

Adwords1%

Texas Monthly

1%Radio

1%

Newspaper1%

Campaign landing page traffic

WHEN THE STARS ALIGN

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$-

$1,000

$2,000

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$)

DateDaily Revenue ($) Traffic # of Gifts

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Radio Spots

Banner Placements

Google Adwords

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Banner Placements

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#3 USE YOUR WEBSITE AS AN

ACQUISITION CHANNEL

o 10,974 emails sent to City Council Members

o Over 20,000 written letters sent

o Gross revenue $50,058.68

o 1,000 donors

o 584 new donors ( a few from social media)

“The main reason we stopped the cuts was this online

campaign. I would be the first to say otherwise, but it's

true.”

RESULTS

http://www.youtube.com/watch?v=wKB7zfopiUA

THE LIBRARY ONLINE

CREATING AN INTEGRATED

SCHEDULE

1. Get buy-in at the senior level

2. Have departments work together (maybe for

the first time)

3. Create an integrated team

4. Create an integrated goal (with different

metrics of success for each department)

5. Create an integrated plan

WHAT DID WE LEARN?

# 4 FIND WAYS TO ENGAGE DONORS

THAT DO NOT INVOLVE GIVING

DONORS ARE USING SOCIAL

MEDIA…

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

Facebook Twitter MySpace FourSquare Digg YouTube Flickr Picasa Delicious LinkedIn Google Buzz

Use it regularly Use it, but not regularly

CALENDARIZING” CONTENT

Central “social” calendar to plan engagement

content like:

– Events

– Email messages

– Campaigns

– Newsworthy updates

– Calls to action

– Volunteer opportunities

– Feedback opportunities to supporters

Sync with overall communications plan!

#5 LEVERAGE YOUR EVANGELISTS

FRIENDS AND FAMILY GET RESULTS

• Call 15,000 donors

• Reach 30% = 4,500 donors called

• 22% ask for a kit and 16% send them out (to 10

family members or friends)

• 40% of people who receive the ask from a friend

or family member give!

WORKSHEET 3: HOW DO YOU

LEVERAGE YOUR EVANGELISTS?

Who are your evangelists? And what tools do

you give them to market/fundraise for you?

Who? Tools?

#6 HAVE AN INTEGRATED WELCOME STRATEGY

– THAT ATTEMPTS TO TAKE DONORS TO THE

NEXT ENGAGEMENT LEVEL

MAP YOUR ACTIVITIES ON THE DONOR

LIFECYCLE

EMAIL WELCOME SERIES

DAY 1

DAY 3

Segment Definition

Add Gift Potential

If DONOR with two or

less gifts of $150 or

less in last 12 months

Monthly Potential

If DONOR with two or

more gifts of $150 in

last 12 months

Major Potential

If DONOR with lifetime

value more than $500

but less than $10,000

#7 USE ENGAGEMENT/CONSTITUENT

DATA STRATEGICALLYAverage

Cumulative

Giving

Donors 1

Donors 2

Sustainers 1

Sustainers 2

Benchwarmers 1 Benchwarmers 2 Active Advocates

Inactives

“Engagement

Factor”

Disengaged Donors

Rev

ised

Wel

com

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Personalization

Personalization

#8 BE OPEN TO MULTI-STEP

ACQUISITION

Lead Acquisition & Conversion

Email

Direct mail

Telemarketing

DONORS

LEADS

Games

Advocacy

Social Media

Enews

A MULTI CHANNEL CONVERSION

TEST...

Multiple creative approaches: petitions, etc were tested to find engaged

citizens and then called to convert to monthly giving...

The big issue is do different departments pay for different stages of this

campaign?

Welcome/ Conversion Test

Completed Calls

Total Fulfilled Revenue Cost

Average Monthly Response

Average Monthly

Gift

Average One Time Gift Response

Average One Time

Gift

Projections 1,700 $12,317 $15,519 3.75% $16 7% $45

Actuals 1,662 $4,465* $15,676** 4.60% $16.40 2.50% $34.40

14/02/201167 proprietary and confidential

OVERALL

• $2.50 to acquire an online warm lead

• 14-18 month breakeven to acquire a

monthly donor

• If future calling to convert warm leads

online is done alongside other call

conversion then cost could come close to

12 month breakeven

• Challenge is volume

• How does this happen 365 days a year?

14/02/2011 proprietary and confidential68

E-PETITION

Phone number: or you can’t start!

Counter: social proof

Comments: priority for calls

Subscribe:for cultivation

More info:legitimacy

THE DIFFERENT

CONSTITUENCIES CALLED…

0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

14.00%

16.00%

18.00%

20.00%18.50%

8%9%

11%

Recent Lapsed Monthly Donor

Online Petition Only

E-newsletter Subscriber

Lapsed Single Gift Donor

CPMD $75

1. Set criteria for campaign

2. Ask for phone numbers

3. Get traffic

4. Manage data

5. Send email prior to call

6. Sort coding

7. Write script

8. Training

9. Pledge packs

10.Assess results

A 10-SETP CHECKLIST FOR

CONVERSION OF E-ACTIVISTS

TO MONTHLY DONORS

LASER FOCUSED TACTICS TO EMPLOY

THIS YEAR

1. Make Giving Tangible, Emotional and Interesting

2. Integrate multiple giving options into all your communications

3. Use your website as an acquisition channel

4. Find ways to engage donors that do not involve giving

5. Leverage your evangelists

6. Have an integrated welcome strategy – that attempts to take donors to the next engagement level

7. Use Engagement/Constituent Data Strategically

8. Be open to multi-step Acquisition

ONCE YOU HAVE THE BASICS DOWN –

YOU CAN START TO DO MORE WITH

YOUR FUNDRAISING PROGRAM…

Can be hard to know where to focus your

program and invest your time

1. Map what you are doing now

2. Figure out what your donors are doing now –

and what the next level of engagement is for

them

3. Add or reform your fundraising activities

WORKSHEET 4: PLOT YOUR LISTS

Check off the activities your list does now and

what are some things you could do to take them

to the next level of engagement?

• Visiting Website

• Matching gift

• Donor walls

• Goals/thermometers

• Donating online

• Link Sharing

• Surveys

• Petitions/pledges

• Quizzes

• eCards

• Contests

• Personal Pages

• Online premiums

• User generated content

Crawl Walk Run

BARRIERS TO SUCCESS

• There are a few common barriers to

implementing an effective multi-channel plan

Technology People Knowledge

Traditional

Expensive

Closed

Single channel

On-site

MAKE SURE TECHNOLOGY IS AN

ENABLER

Complex

ManageDonors

Next-Generation

Multi-Channel

Cost-effective

On-demand

Open

Easy-to-use 31 2

Manage All Relationships

Microsoft Outlook

Lotus Notes

Google Apps

Email & Productivity

FITS THE WAY YOU WORK

Mobile Access with Enterprise Mobile Applications

Multi-Device

ASK YOURSELF: DOES MY DATABASE

AND ONLINE GIVING TECHNOLOGY…

• Enable me to track sources of all donations?

• Include all the information about my donors and

prospects in one place?

• Make my job easier?

• If not, it may be time to reassess

MAKE SURE YOUR DATABASE IS AN

ENABLER

-Access the reports you

require

-Implement robust

prospect tracking and

pipeline reporting

-Manage all relationships in one database

-Access your data “on-the go”

-Configure systems to support your processes

PRODUCTIVITY: INFORMATION AT

FINGER TIPS

PEOPLE & KNOWLEDGE

• Integrated, multi-channel strategies often start

with one person...

• You can be that person for your organisation –

make sure you have the KNOWLEDGE to

implement and carry out integrated fundraising

and the rest can fall into place

SOME GREAT RESOURCES TO LEARN

ABOUT INTEGRATED FUNDRAISING

• http://hjcnewmedia.com/stay-informed/

• http://www.convio.com/our-research/

SUMMARY OF RECOMMENDATIONS

• Excel at the basics► Tune your website for conversion► Make giving tangible► Create compelling, multi-step appeals

• “Up-level” your engagement► Implement “engagement pathways”► Use engagement data strategically► Enhance your channel integration► Change the rules of donor management

• Step up your outreach► Empower your constituents► Leverage multi-step acquisition strategically► Lay foundations for new channels

Q & A

CONNECT WITH CONVIO & HJC

Live Conversation

• @hjcnewmedia

• @Convio

• #NextGen

Ongoing Conversation

Convio• ConnectionCafe.com

• Twitter.com/Convio

• Facebook.com/ConvioInc

• Slideshare.net/Convio

• YouTube.com/ConvioInc

hjc• hjcnewmedia.com

• Twitter.com/hjcnewmedia

• Facebook: hjc

• Slideshare.net/hjcnewmedia