Integrating the Online Channel Integrating the Online Channel

into into

Your Existing Fundraising StrategyYour Existing Fundraising Strategy

CASE ConferenceCASE Conference

November 16, 2009November 16, 2009

What is the UCLA Fund?What is the UCLA Fund?

As of January 2007, we evolved to from one annual fund to As of January 2007, we evolved to from one annual fund to more than 70 unrestricted funds across campusmore than 70 unrestricted funds across campus raising raising more than $13 million a year.more than $13 million a year.

Audience:Audience: Alumni, young alumni, parents, students, Alumni, young alumni, parents, students, and friends.and friends.

Mission: Mission: Cultivate, acquire, solicit, and steward Cultivate, acquire, solicit, and steward donors who support the University.donors who support the University.

Methods: Methods: Primarily direct mail (DM) and Primarily direct mail (DM) and telemarketing (TM) for mass solicitation.telemarketing (TM) for mass solicitation.

Why did we decide to integrate Why did we decide to integrate e-communication into our strategy?e-communication into our strategy?

Expanded ReachExpanded Reach

• Connecting with young alumni especially, Connecting with young alumni especially, who don’t seem to respond well to DMwho don’t seem to respond well to DM

• Alumni and parents are often easier to Alumni and parents are often easier to engage through e-comm since they are engage through e-comm since they are approached in a medium many prefer and approached in a medium many prefer and one that’s accessible from workone that’s accessible from work

• Bigger list size means broader brandingBigger list size means broader branding

Focused MessagingFocused Messaging

• Segmentation in email, video, and Segmentation in email, video, and donation pagedonation page

• Video helps make mass communication Video helps make mass communication feel person to personfeel person to person

• E-comm messaging works in tandem with E-comm messaging works in tandem with DM and TM messagingDM and TM messaging

Efficient CommunicationEfficient Communication

• Cost-effectiveCost-effective• Tracking and analyzing behaviorTracking and analyzing behavior• Ability to test and make improvements Ability to test and make improvements

faster in e-comm than in direct mail or faster in e-comm than in direct mail or even telemarketingeven telemarketing

• RESULTSRESULTS

Fall FY09Fall FY09E-solicitationE-solicitation

• 203 donors203 donors• $29,305 gift and $29,305 gift and

pledge dollarspledge dollars• Average gift $144Average gift $144• 105% ROI105% ROI

HolidayHoliday FY09 FY09

• 93 donors93 donors• $19,380 gift and $19,380 gift and

pledge dollarspledge dollars• Average gift $208Average gift $208• 178% ROI 178% ROI

On what was a On what was a stewardshipstewardship piece! piece!

Spring FY09Spring FY09E-solicitationE-solicitation

ImprovementsImprovements• Streamlined donation processStreamlined donation process• Custom gift arrayCustom gift array• Donor-centric opt out optionsDonor-centric opt out options• Forward to a FriendForward to a Friend• Overall substance of piece—Overall substance of piece—

variable datavariable data

ResultsResults• 694 donors694 donors• $45,818 in gifts$45,818 in gifts• 208% ROI208% ROI

Quick ComparisonQuick Comparison

130,00015,000 to 24,000

per project

List size

Percent return

Total donor count

Total gifts

Cost $16,000Around $15,000 per project

.53%.39%

694350

$50,000$64,000

Spring FY09

E-solicitation

ALL FY09 DM Acquisition

However…However…Integrate, Don’t ReplaceIntegrate, Don’t Replace

Breakdown of FY09 UCLA Fund gift sourcesBreakdown of FY09 UCLA Fund gift sources

0.5%Other

8%E-communications

24%Telemarketing

67%Direct Mail

Beyond the Ask—Beyond the Ask—Stewardship in E-commStewardship in E-comm

• Quarterly newslettersQuarterly newsletters• Monthly thank youMonthly thank you• Fiscal year-end thank Fiscal year-end thank

you to all donors*you to all donors*

*Soft ask segment, too *Soft ask segment, too

Monthly Thank YouMonthly Thank You

Fiscal Year-End Fiscal Year-End Thank YouThank You

Designed simply as a Designed simply as a thank you to all of thank you to all of our donors…this our donors…this project actually project actually brought in another brought in another $4,785 through a soft $4,785 through a soft askask

Want to Start in Want to Start in E-communications?E-communications?

• Try a project or two first—acquisition and Try a project or two first—acquisition and stewardship are good places to startstewardship are good places to start

• Expand to testing a branch of e-Expand to testing a branch of e-communicationscommunications

• Full integration—carry a theme across all Full integration—carry a theme across all channels (e.g., “I am UCLA” campaign)channels (e.g., “I am UCLA” campaign)

Consider the ChallengesConsider the Challenges

• Greater exposure—for better or for worseGreater exposure—for better or for worse• New medium with widely varying degrees of New medium with widely varying degrees of

knowledge and support internallyknowledge and support internally• Testing a new medium in this economyTesting a new medium in this economy• Strength of your data—especially number of Strength of your data—especially number of

working email addressesworking email addresses• All e-communication is NOT created equal—All e-communication is NOT created equal—

internal vs. outsourced solicitationsinternal vs. outsourced solicitations

Internal vs. OutsourcedInternal vs. OutsourcedE-solicitationsE-solicitations

$50,000 raised$7,000 raised

694 gifts41 gifts

6 weeks

(3/09 to 4/09)

6 months

(12/07 to 6/08)

OutsourcedInternal

Looking Forward Looking Forward at the UCLA Fundat the UCLA Fund

• More segmented e-thank you’sMore segmented e-thank you’s• Monthly e-renewalsMonthly e-renewals• PURL email acquisition campaignPURL email acquisition campaign• New website and expansion in social New website and expansion in social

networkingnetworking• Full integration between mass email and Full integration between mass email and

website, direct mail, and telemarketingwebsite, direct mail, and telemarketing

For any questions regarding this presentation, For any questions regarding this presentation,

please contact:please contact:

Kimberly TruhlerKimberly Truhler

Assistant Director, CommunicationsAssistant Director, Communications

UCLA FundUCLA Fund

10920 Wilshire Boulevard, Suite 140010920 Wilshire Boulevard, Suite 1400

Los Angeles, CA 90024Los Angeles, CA 90024

(310) 794-8348(310) 794-8348

ktruhler@support.ucla.eduktruhler@support.ucla.edu