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Spinning a Web to Capture Their Attention - BBCON 2013
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Spinning a Web to Capture Their Attention - BBCON 2013

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A thought leadership session I did with Northern Illinois Foodbank on having an integrated online strategy. Here is the session description: Learn the steps to creating a dynamic, smart and specific ...

A thought leadership session I did with Northern Illinois Foodbank on having an integrated online strategy. Here is the session description: Learn the steps to creating a dynamic, smart and specific strategy for online development and marketing, including enews, fundraising campaigns, gratitude strategies, social media, acquisition, editorial calendars, and integration with offline activities. And hear about the state of donors from multiple generations and how to meet them where they’re at when creating a marketing plan.

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    Spinning a Web to Capture Their Attention - BBCON 2013 Spinning a Web to Capture Their Attention - BBCON 2013 Presentation Transcript

    • 9/30/2013 #bbcon 1 Spinning a Web: Getting & Keeping Their Attention PRESENTED BY: DANIELLE JOHNSON VERMENTON & SAMANTHA FISHER SEPTEMBER 30, 2013
    • 9/30/2013 #bbcon 2 TWEET ABOUT YOUR SESSION #BBCON #BBCONWEB
    • 9/30/2013 #bbcon 3 INTRODUCTIONS Danielle Johnson-Vermenton Senior Interactive Consultant Blackbaud’s Go! on Luminate danielle.johnson@blackbaud.com Samantha Fisher Online Fundraising Manager Northern Illinois Food Bank sfisher@northernilfoodbank.org
    • 9/30/2013 #bbcon 4 Why online?
    • 9/30/2013 #bbcon 5 THE STATE OF ONLINE FUNDRAISING ACCORDING TO BLACKBAUD’S CHARITABLE GIVING REPORT
    • 9/30/2013 #bbcon 6 NO END IN SIGHT TO GROWTH 17 months of double digit growth in online giving from 2500 orgs
    • 9/30/2013 #bbcon 7 • Repeat donations 20% • Sustainer revenue 27% • Housefile (email) growth double digit • BUT…open rates and click-throughs were down LUMINATE BENCHMARK BACKS IT UP
    • 9/30/2013 #bbcon 8 EMAIL IS KING It’s the one medium that isn’t going away It converts higher than social combined A growing donor preference It’s a personal and customized form of communication Sources: Converts Higher article http://social.razoo.com/2011/10/email-fundraising-is-still-king/ Growing Preference: NTEN Donor Engagement Benchmark Study 2012
    • 9/30/2013 #bbcon 9 Lifetime Donor ValueDonor Value 12 MonthsNew Donor Renewal Rate Sources: Study entitled “Integrating Online Marketing (eCRM) with Direct Mail Fundraising” by Convio and StrategicOne Traditional defined as offline use. Internet Enabled defined as both offline and eCRM use. 34.4% 50.9% Mail +48% Multi-Channel $96 $187 Mail +95% Multi- Channel $314 $694 Mail +121% Multi-Channel IT CAN BOOST RESULTS
    • 9/30/2013 #bbcon 10 Online Middle & Major Gifts Direct Mail Planned Giving Corporate Giving Special Events Grants & Foundation Sustained Giving IT IS THE ANNUAL FUND PIPELINE
    • 9/30/2013 #bbcon 11 Ongoing communications Housefile building Social media Fundraising appeals Gratitude strategy Stories The golden rule: integration
    • 9/30/2013 #bbcon 12 CONNECT BEYOND THE ENEWS • Put out the welcome mat o 30-45 days is the sweet spot • Stay relevant o Frequency counts • Have a gratitude strategy o Move beyond a donation TY With every point of contact it’s about building the relationship and their loyalty.
    • 9/30/2013 #bbcon 13 INVITE THEM IN Do you thank people for signing up? Do you inspire them to get involved? Do you tell them how to take action?
    • 9/30/2013 #bbcon 14 Think beyond the every day enews
    • 9/30/2013 #bbcon 15 • Develop a year long plan for saying thank you – to volunteers, to donor, to fans, even to non-donors • Use video, email, social media and images to make a statement GRATITUDE STRATEGY
    • 9/30/2013 #bbcon 16 YOU’VE GOT TO BUILD Facebook Blogs Pledge campaigns eBooks Contests Honorary eCards
    • 9/30/2013 #bbcon 17 SOCIAL MEDIA Social media amplifies your message
    • 9/30/2013 #bbcon 18 It’s important to have the fundamentals in place: • End of Year • Sustainer (monthly) giving • Honorary & Tribute gifts • Other mission driven call to actions: premiums, gifts of inspiration, adopt a [fill in the blank], challenge campaigns ONLINE FUNDRAISING CAMPAIGNS
    • 9/30/2013 #bbcon 19 HAVE A STORY
    • 9/30/2013 #bbcon 20 INTEGRATE , COORDINATE TIMING & PERSONALIZE Multi-channel fundraising involves coordinating the timing of multiple fundraising channels (direct mail, online, telephone, media, etc) The strength of integrated campaigns is the strategic coordination of both timing and messaging to create one synergistic campaign across multiple channels
    • 9/30/2013 #bbcon 21 REAL WORLD EXAMPLES: NORTHERN ILLINOIS FOOD BANK
    • 9/30/2013 #bbcon 22 WHY DID WE FOCUS ON INTEGRATING?
    • 9/30/2013 #bbcon 23 • Organizational support and special events • Mission-focused campaign with confirmed donor • Growing social media base • Access to volunteers and special groups RESOURCE FOCUS: MAXIMIZING OUR CURRENT STRENGTHS
    • 9/30/2013 #bbcon 24 STARTING FROM SCRATCH…
    • 9/30/2013 #bbcon 25 Online Resources • Created Email Campaigns (Kick-Off, Reminder, Last Chance, Results) • Email Signature • Website • Social Media • Campaign Info Emails • Corporate Engagement STARTING FROM SCRATCH…
    • 9/30/2013 #bbcon 26 Staff & Volunteer Resources • Staff Challenge • Board of Directors Support • Special Events • Volunteer Engagement Print and Radio Resources • PSAs – radio • Handouts at Centers • Campaign Buck Slips STARTING FROM SCRATCH…
    • 9/30/2013 #bbcon 27 Campaign Timing and Staff Support • Ask and Theme Urgent for Holidays • One Month Campaign Max. • No Emails on Mondays or Fridays • Tested Email Times • Strategic About Final Solicitation • Ensured Staff Schedules and Tasks Fit Each Role STARTING FROM SCRATCH…
    • 9/30/2013 #bbcon 28 OUR CAMPAIGN
    • 9/30/2013 #bbcon 29 CAMPAIGN EMAIL RESULTS Emails Sent Recipients Opens Open Rate Click Throughs Click Rate Actions Action Rate Direct $ raised eCard kickoff (10/3) 16,805 2,664 16.15% 315 1.91% 74 0.44% $495 eCard reminder (10/17) 16,599 2321 14.38% 240 1.49% 79 0.48% $615 eCard last chance - sent ecards (10/30) 180 99 55.62% 24 13.48% 5 2.78% $0 eCard last chance - not sent (10/30) 16,436 2,655 16.6% 345 2.16% 126 0.77% $375 Announcement (11/8) 16,717 3,253 19.99% 101 0.62% 44 0.26% $2,550
    • 9/30/2013 #bbcon 30 • 468 participants • 2,378 eCards sent • 1,003 new emails •$14,225 raised •$10,000 donation match •807 holiday meal boxes OVERALL CAMPAIGN RESULTS
    • 9/30/2013 #bbcon 31 • Think BIG when creating initial goals • Make offline and online marketing plans • Make it easy to get staff involved • Get Social! • Keep your message consistent • Invite everyone to the party and read the comment cards LESSONS LEARNED & ADVICE
    • 9/30/2013 #bbcon 32 PUTTING THE PLAN TOGETHER
    • 9/30/2013 #bbcon 33 Staff capacity Finances Internal knowledge Tools Culture EVALUATE RESOURCES & READINESS
    • 9/30/2013 #bbcon 34 Bring together the various facets of development & marketing Layout your strategies and action plans together and integrate where it makes sense.
    • 9/30/2013 #bbcon 35 Who is your audience? Preferences? Age? Gender? Status? Passion? GENERATION Y 62% would give via mobile phone 56% view online charity videos 47% gave through org websites 43% fundraised on behalf of an org GENERATION X 47% would give via mobile phone 38% share charity info via Facebook 40% gave through org websites 46% fundraised on behalf of an org MATURES 52% gave in response to direct mail 34% gave in honor or tribute 42% volunteer Fastest growing segment on social media BOOMERS 42% gave through org websites 40% give through direct mail 21% give monthly 60% use mobile phone as primary https://www.blackbaud.com/nonprofit-resources/generational-giving-report-infographic
    • 9/30/2013 #bbcon 36 CREATE YOUR PLAN 1. Identify campaigns & initiatives 2. Identify the audiences for each 3. What channels make sense 4. Connect the channels 5. Decide on timing 6. Assign tasks 7. Write it down
    • 9/30/2013 #bbcon 37 INTEGRATED TEMPLATE
    • 9/30/2013 #bbcon 38 2013 Luminate Online Benchmark Study https://www.blackbaud.com/nonprofit-resources/onlinemarketingstudy Charitable Giving Report: How Nonprofit Fundraising Performed in 2012 https://www.blackbaud.com/nonprofit-resources/charitablegiving NTEN & CharityDynamics Nonprofit Donor Engagement Benchmark Report http://www.nonprofitdonorengagement.com/ Integrating Online Marketing (eCRM) with Direct Mail Fundraising Whitepaper http://www.strategic-one.com/Integrated_Marketing_White_Paper.pdf Wired Wealthy Study http://www.npengage.com/uncategorized/convio-wired-wealthy-study/ The Next Generation of American Giving Updated Report https://www.blackbaud.com/nonprofit-resources/generational-giving-report-infographic Original Report http://www.convio.com/files/next-gen-whitepaper.pdf Blackbaud Index (updated monthly) https://www.blackbaud.com/nonprofit-resources/blackbaud-index HELPFUL RESOURCES
    • 9/30/2013 #bbcon 39 Wake up and be AWESOME Danielle Johnson-Vermenton danielle.johnson@blackbaud.com Samantha Fisher sfisher@northernilfoodbank.org