Is the Check Still in the Mail? Fundraising Best Practices for 2013 and Beyond.

Is The Check Still In The Mail? Fundraising Best Prac0ces for 2012 and Beyond Chip Grizzard September, 2012 Join the Conversa.on on Twi1er! #fgwebinars

How this webinar works •  A link to the slides and a recording will be sent after the webinar •  Ask your questions during the webinar by typing them in the Question box on the right side of your screen •  Use the hashtag #fgwebinars to tweet about this webinar @Firstgiving

What is FirstGiving? Peer-to-Peer Fundraising Pages Online Direct Donations and Event Registration Personal Support for your nonproﬁt, donors, and fundraisers Easy, tested, and secure transaction processes for the donor

Thanks for joining us today! Chip Grizzard CEO chip@grizzard.com @chipgrizzard 678.427.9716 www.grizzard.com

Grizzard Communications Group •  Partnerships with more than 1,400 nonproﬁts in North America •  Raised $4 billion •  200 associates na0onwide •  We help clients improve results by building passionate and loyal donors. We do that through beWer messaging, digital integra0on, and mul0-‐ channel fundraising strategies 6

Oﬄine Revenue Trend $350 $300 In billions $250 $200 $150 $100 $50 $-‐ 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 Online Revenue Trend 25 20 In billions 15 10 5 0 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 8

What Does the Future Hold? Nega0ve Trends Posi0ve Trends •  Response rates •  More people in the are declining giving age groups •  Compe00on is increasing •  They have more money •  Costs are increasing •  Overall consumer conﬁdence is high •  Donor conﬁdence is eroding •  Total giving is up •  Acquisi0on of new donors •  Average gibs are up gets harder and more expensive

“Theres just not that many videos I want to watch.” Steve Chen, Co-‐Founder YouTube

“Apple is dead.” Nathan Myhrvold, former CTO of Microsob

Neglix vs. Blockbuster (2004 -‐2010) $6 Billion $4 Billion $2 Billion $2.2 Billion $0 bankrupt 2004 2005 2006 2007 2008 2009 2010

CHANGING LANDSCAPE 13

Characteris0cs of Boomers •  They want control over what their giving does •  They give larger amounts less frequently and to fewer chari0es than older donors •  They are slightly less responsive to direct mail, which means we need to get our act together online •  They cross channel lines 14

Five-‐Year Overall Index New Donor Trends Cumula0ve Rolling 12-‐Month Median Change from Q3 2006

Mail Volumes Shi6ing to a Less Proﬁtable Mix 16

The Digital Connec0on Senior Donors Funding Gap 2016 Boomer Donors 18

ACQUISITION 19

Short Term vs. Long Term Strategy Short Term: Long Term: Response Rate Poten0al Average Cost Cul0va0on Engagement Gib TRANSACTION DONOR FOCUS: FOCUS: point of life0me acquisi0on VS. value 20

Actual Long Term Value 5,000 $48.00 $327 $1,635,000 projected projected ﬁve year donors ini0al ﬁve year acquired average gib revenue per revenue from all donor donors acquired 21

Ques0ons??? 23

ENHANCE QUALITY OF DONOR RELATIONSHIPS

Timeliness of Thank You’s •  24 Hours 20% Response •  72 Hours 15% Response •  5 Days 7% Response •  7 Days 4% Response •  14 Days 1% Response 27

2011 Thank You Study (Direct Mail) •  15 gibs made on 11/24/11 •  73% sent a thank you •  Fastest turnaround – 6 days •  Average turnaround – 6 weeks •  3 name changes not made

2011 Thank You Study (Online) •  10 organiza0ons supported 11/24/11 •  Average clicks to donate – 4 •  Most clicks to donate – 9 •  Duplicate records – 4 •  Emails sent since gib   4 orgs. sent no emails   1 org. sent 11 emails   Average – 3 emails

A Personal Message from Jimmy Carter

Thank You Video

Hold a Donor Conference Call •  5,097 calls made •  823 accepted •  102 listened for en0re 25 minutes 34

IMPACT: 13.4% Increase in Net Revenue over next 6 months 35

Thank You Calls Are thank you calls eﬀec0ve: •  Donors will give 40% more •  Reten0on increases by 20% •  Average gib increases by 20% 36

INTEGRATION

32% of online donors switch channels and give oﬄine the next year 38

The Crea0ve Space Ad Direct Mail FSI and Q-‐zip Landing Page Billboard Banner Ads 40

Integrated Engagement Increases Loyalty New Donor Renewal Donor Value Life0me Rate 12 Months Donor Value $694 +48% +95% +121% $314 $187 50.9% $96 34.4% Legacy Internet Legacy Internet Legacy Internet Enabled Enabled Enabled

PLANNED GIVING

Planned Giving Survey Project The Texas Division ini0al pilot Survey was mailed in September/October 2010. 44

Planned Giving Survey Project •  3,983 responses •  44 new planned gibs iden0ﬁed -‐ $13 million •  Investment -‐ $83,593

Year-‐End Strategy – What to do right now! 46

20% of Online Giving in December 47

Engage Website Visitors • Keep Content Fresh • Simple/Eﬀec0ve Dona0on Process • Clear call to ac0on • Strong Thank You Process • Prominent Donate Now BuWon • Op0mize for Mobile • Use images/video to tell a • Improve SEO story • Mul0ple list building areas • Include address, phone (newsleWers, alerts, and email contact pe00ons, store, etc) informa0on

LYBUNT 3,095 Donors $400,442 49

The Match Iden0fy a Matching Gib NOW 50

Video Strategy •  Videos on a pace to account for half of all web traﬃc by 2014. •  Video in an email can drive a 24% higher average gib. •  Include dona0on and registra0on links in video. 51

SeaWle Children’s Hospital 52

“They may forget what you said, but they will never forget how you made them feel."

THANK YOU! Chip Grizzard CEO chip@grizzard.com Oct. 30 Grizzard Webinar: @chipgrizzard “Turning Silver into Gold: 678.427.9716 Onboarding New Donors” www.grizzard.com Register at grizzard.com

Be a part of the FirstGiving Community Online Fundraising blog: http://blog.firstgiving.com Facebook: facebook.com/firstgiving Twitter: @firstgiving

Interested in learning more about FirstGiving?Contact our Online Fundraising Consultants: Email: sales@firstgiving.com Telephone: 617-542-0010 x 4

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Is the Check Still in the Mail? Fundraising Best Practices for 2013 and Beyond.

by FirstGiving .com on Sep 13, 2012

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Is the Check Still in the Mail? Fundraising Best Practices for 2013 and Beyond. Presentation Transcript