Marcus Blease Presentation

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  • Leadership – doing the right things + Management = doin
  • Leadership – doing the right things + Management = doin

Transcript

  • 1. A Case Study of Integrated Fundraising Marcus Blease General Manager – Marketing & Fundraising
  • 2. Agenda
    • About CPA and me
    • What is integrated fundraising
    • An integrated donor acquisition campaign case study
    • Integrating events
    • Regular Giving opportunities
  • 3. 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
  • 4. 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
  • 5. About CPA and cause CP
    • You can do it with....
    • Leadership = Doing the right things
    • Management = doing things right
  • 6. 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
  • 7. 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
  • 8. 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
  • 9. How the commercial sector does it
    • http://www.youtube.com/watch?v=XNic4wf8AYg&feature=channel_video_title
  • 10. 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.....
  • 11. Acquisition Case Study
    • February 7 th CPA re-branded
    Rather than a re-brand campaign – we did a donor acquisition campaign
  • 12. Acquisition Case Study
    • Story selection
    • Banker Pack selected
  • 13. 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
  • 14. Acquisition Case Study
    • Objective setting – proposal to board
    To recruit 11,000 donors
  • 15. Acquisition Case Study Channel Selection
  • 16. Acquisition Case Study
    • TV Campaign
    • Play TVC AD
  • 17. 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
  • 18. Acquisition Case Study
    • TV Campaign Results
    Channel No of Placements Total 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 Total Number of donors 215 392 607 Average gift $55.46 $60.68 $58.83 Total raised $11,924 $23,789 $35,713 ROI $0.36
  • 19. Acquisition Case Study
    • Press
    • National &
    • State Press
    • For 1 st week
    • No
    • measureables
  • 20. 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
  • 21. Acquisition Case Study
    • Publicity
    • Linked media where possible
    • Featured families from TV
    • 100 media articles
    • Across:
    • TV
    • Radio
    • Press
    • Online
  • 22. Acquisition Case Study
    • Mail
    • 4 Waves
    • Purchased lists
    • Total mailed 206,296
    • Wheelchair proposition
    • Tested new markets
    • Undertook many tests...
  • 23. Acquisition Case Study
    • Mail Tests:
    • Timing – best month
    • Premium or none
    • Type of premium
    • Letter length
    • Value
    • Style of pack
    • New states
  • 24. 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?
  • 25. 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.
  • 26. 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
  • 27. Quick Diversion Top Tips Mail 1. Urgency 2. Demonstrate need 3. Demonstrate impact of CP 4. Demonstrate difference donation will make 5. Strong story 6. Long letter 7. Strong uplift 8. Video in high value packs 9. Separate reply mech’s 10. Call high value donors who haven’t responded 30% reach, 64% convert vs. 26% non contacts 11. Follow up letter/video showing how we spent funds Do you still send appeals like this?
  • 28. Acquisition Case Study
    • Phone
    • Same proposition and case study
    • Tested new state markets
    • Compelling pack follow up
    • 14,000 connected calls
    • Purchased lists
  • 29. Acquisition Case Study
    • Phone Results
  • 30. Acquisition Case Study
    • Web
    The agency forgot to book them!
  • 31. Acquisition Case Study
    • Web – clear direction
    • from the home page
  • 32. Acquisition Case Study
    • Web – integrated
    • donation page
    • Narrative format
  • 33. Acquisition Case Study
    • Social Media –
    • campaign landing
    • page
  • 34. Acquisition Case Study You Tube page integrated
  • 35. 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
  • 36. Acquisition Case Study
    • Challenges in the
    • digital era
    • Boycott CPA page
    • Negative comments
    • Irrational comments
    • Overall 84% positive
  • 37. Acquisition Case Study
    • Challenges in the digital era
  • 38. 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
  • 39. Acquisition Case Study
    • Results summary by channel
  • 40. Acquisition Case Study
    • Mail results summary – by state
  • 41. Acquisition Case Study
    • Phone results summary – by state
  • 42. Acquisition Case Study
    • Channel of transaction – phone/web/mail
    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)
  • 43. 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 2 nd gift?
  • 44. 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....
  • 45. Integration adding value
    • Events online
    • Cultural change in Australia around ‘sponsorship’
    • Made event fundraising easy for participant
    • Easy for charities with 3 rd party sites
    • Dramatic increases with event fundraising
    • Allows for a much greater experience for participant and donor
  • 46. 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
  • 47. Integration adding value
    • Mobile integration
    • Personalised destination
    • of funds/price points/text
    • integrates into content
  • 48. Remember to integrate your channels
    • Internal Channel conversions
  • 49. Regular Giving Post sign up
  • 50. 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.
  • 51. Thank You
    • Any questions?
  • 52. Critical step to conversion Welcome booklet & personally signed letter from CEO to all new donors
  • 53. Welcome Booklet
  • 54. 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.”
  • 55. 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
  • 56. Critical Steps for conversion
  • 57. 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
  • 58. RGP Top Tips
    • Current acquisition channels – phone and face to face
    • Developed a strong compelling proposition
    • Sponsor your local therapist
    • Face 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