Motivate your Fundraisers to Higher Goals with Incentive Marketing Programs

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Motivate Your Fundraisers to Higher Goals with Incentive Marketing Programs

Are you struggling to motivate your fundraisers to reach their goals? Or, to raise their goals once they’ve reached them? Is your traditional email marketing ineffective or non-existent? Are you looking for a simple way to reward your fundraisers for all their hard work?

In this webinar, we will show you how incentive marketing can boost your fundraisers level by integrating an online fundraising platform, a robust pre-event communications plan, and a motivating incentive program into your fundraising campaign this year.

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Motivate your Fundraisers to Higher Goals with Incentive Marketing Programs

  1. 1. Mo#vate  Your  Fundraisers  to  Higher  Goals  with  Incen#ve   Marke#ng  Programs  
  2. 2. Who is FirstGiving
  3. 3. Fundraising solutions Peer-to-Peer Donor Fundraising Pages Analytics andOnline Donations and Event Market Registrations Research Personal Support for your nonprofit, donors, and fundraisers Easy, tested, and secure transaction processes for the donor
  4. 4. Key  Takeaways  to  increase  income  •  Integrating  an  online  fundraising  platform  &   recognition  gift  program  for  maximum   income  •  Impact  of  Income  Triggered  Email  Campaigns   (ITEC)  on  income  •  Impact  of  gift  program  on  income  •  Learn  how  other  organizations  have   succeeded  with  similar  integration  
  5. 5. What  does  Turnkey  do?    •  Recognition gift programs to increase fundraising•  Marketing campaigns about the recognition gift programs deployed both inside and outside of Blackbaud
  6. 6. CLIENTS  Include  •  Alzheimer s Association•  American Cancer Society•  American Lung Association•  Autism Speaks•  Hydrocephalus Association•  Melanoma Research Foundation•  National Psoriasis Foundation•  One Home Many Hopes•  Special Olympics•  Susan G. Komen
  7. 7. Our ModelTurnkey Promotions Recognition Program
  8. 8. Best  prac#ces  to  produce  results    •  Online fundraising platform•  Pre event marketing•  Ongoing, personal communication•  Timely fulfillment of the promise•  Evaluate and adjust
  9. 9. Data  is  the  fuel   ITEC  Recruitment   and   Data   Cer*ficates   Reten*on   Collec*on   Analysis  
  10. 10. Participant ExperienceRegister•  Via event online platform to collect data Fundraise •  Receive encouraging ITEC managed by Turnkey EVENT DAY Redeem Gift •  Receive coded certificate (email/postal) managed by Turnkey  Receive Gift •  Delivered by Turnkey with thank you insert
  11. 11. #1 Key Component1.  Robust communications and marketing2.  Personalized, direct delivery certificates3.  Branded product and timely fulfillment4.  Evaluate and adjust annually
  12. 12. Marke#ng  a  recogni#on  program  •  Posters•  Fliers•  Sample kits•  Word of mouth•  Social media•  Email marketing directly to fundraisers
  13. 13. Income  Triggered  Email  Campaign  •  ITEC = Most important element•  Direct to participant communication = key•  Timed and personal•  We dangle the carrot to motivate•  Opt out rates = practically zero•  Turnkey managed or within online platform  
  14. 14. ITEC Open Rate Example•  1,810 emails sent on 5/14/10•  63% of all recipients opened email•  85% clicked a link•  0.34% (6) unsubscribed  
  15. 15. ITEC  Impact  on  Fundraisers:  Special  Olympics  –  Virginia  Polar  Plunge  •  Online participants only•  Control group did not receive ITEC•  Test group received ITEC•  6 week, pre-event campaign  
  16. 16. $100,000 $80,000 21% more money $60,000 from ITEC $40,000 group! $20,000 Group  1  ( control) Group  2  (test) $0 Money Raised
  17. 17. ITEC Impact on Donations Special Olympics – Iowa Over the Edge•  Online participants only•  Reviewed donation activity•  Reviewed donation dollars•  14 total ITEC messages  
  18. 18. Donation activity increased! 236% 256% increase increase
  19. 19. Higher dollars raised! 219% 199% Increase Increase
  20. 20. #2 Key Component 1.  Robust communications and marketing 2.  Personalized, direct delivery certificates 3.  Branded product and timely fulfillment 4.  Evaluate and adjust annually  
  21. 21. Personalized, Direct Delivery Certificates•  Data submitted in electronic format•  Personalized to participant•  Certificates via email or postal•  Multiple attempts to deliver(3)  
  22. 22. Higher redemption rates CertificateDivision Delivery % Redeemed Likelihood of Delivery OH EMAIL 37% High CA EMAIL 38% High GW EMAIL 40% High OH Postal 41% High CA Postal 41% High GW Postal 34% High OH Non-Personalized 2% Low CA Non-Personalized 3% Low GW Non-Personalized 7% Low
  23. 23. Measurable ROI NON- REDEEMER Redeemers REDEEMER Average gift Average Average investment REDEEMERDivision Fundraising Fundraising (6%) ROICA10 $610 $844 $51 358%GW10 $832 $1,162 $70 371%OH10 $908 $1,065 $64 145%
  24. 24. #3 Key Component 1.  Robust communications and marketing 2.  Personalized, direct delivery certificates 3.  Branded product and timely fulfillment 4.  Evaluate and adjust annually  
  25. 25. Gifts Branded – Limited - Restricted•  Trophy value –  Logo ties to emotion –  Limited choice defines meaning –  Restricted availability increases value•  Recruitment and event growth•  Appropriate  
  26. 26. Timely Fulfillment•  Certificate distribution within 1 week•  Stocked gifts ship within 10 days•  Manage participant customer service•  Reputable carrier
  27. 27. ITEC and Branded Gifts = Higher Income & New Fundraisers?Susan G. Komen - Kansas City¡  Online fundraising participants only¡  Gift earning participants only¡  Two (2) year comparison
  28. 28. Fundraisers & Income increased!   234% Increase in 103% Increase in Fundraisers Fundraiser Income
  29. 29. Redeemers  raise  more   Avg  Dollars  per  Fundraiser$1,200  $1,000   $982   $800   $600   Avg  Dollars  per   Fundraiser $400   $200   $253   $0   Redeemers Non-­‐Redeemers
  30. 30. #4 Key Component 1.  Robust communications and marketing 2.  Personalized, direct delivery certificates 3.  Branded product and timely fulfillment 4.  Evaluate and adjust annually  
  31. 31. How’s  it  possible  •  Data  collection  •  Online  fundraising  platform  •  Personalized,  coded  certificates  •  Certificate  delivery  direct  to  participant  
  32. 32. Top  10  things  you  can  do  to  make  your  incen#ve  program  produce  measurable  ROI     1.  Use your recognition program as a recruitment tool. 2.  Push all registrants onto Blackbaud, for communications channel. 3.  Communicate using the fundraiser s name, and info about them. 4.  Learn and use all features your org owns in BB to communicate. 5.  Drink this Kool-Aid – high fundraisers want recognition gifts regardless of how they answered the survey question. 6.  Recognize early and often to impact fundraising behavior. Avoid your program morphing into a thank you gift. 7.  Consider recognizing at individual, team and team captain levels. 8.  Select recognition gifts branded to your organization. 9.  Use data comparing fundraiser redemption behavior to fundraising income of each individual to develop ROI measure. 10. Use email drop calendar and donor activity to analyze campaign.
  33. 33.         Katrina  VanHuss  katrina@turnkeywow.com   800-­‐405-­‐7829  x108     Tracy  Hale   tracy@turnkeywow.com   804-­‐405-­‐7829  x106       www.turnkeywow.com/nonprofit   www.turnkeywow.com/tools  
  34. 34. Connect with FirstGiving in our social spacesFacebook: facebook.com/firstgivingTwitter: twitter.com/firstgivingFirstGiving Insights blog:http://insights.firstgiving.comOnline Fundraising blog:http://blog.firstgiving.com
  35. 35. Thank you!Interested in learning more about FirstGiving?Contact:Amber WilliamsOnline Fundraising ConsultantEmail: Amber.Williams@firstgiving.comTelephone: 617-542-5123

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