Create a Successful Multi-Channel Fundraising Strategy


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  • Recognize the people who did the homework / pre-work and select the raffle winner.
  • Direct mail is still the dominant channel for giving and for new donor acquisition. More and more, first time donors are coming in online. An integrated fundraising strategy revolving around a central donor database and multiple outreach tactics is becoming more the norm.Our staff hasn’t necessarily expanded to match the changing fundraising world, so as the means of communication expand, we wear more hats … we’re going to focus on some key areas: offline/direct mail, email and web
  • The Internet is a successful acquisition channel but it has not proven to be an effective one for retention. It is the ability of online-acquired donors to become multichannel donors — that is, to start giving through direct mail — that significantly boosts the retention and long-term value of this group of donors far beyond what they would be if online giving were the only channel available.Giving stats per the Blackbaud 2011 Multichannel Fundraising Report
  • NPOs that interact with supporters based on their channel preferences will build engagement, trust, and involvement. Let’s break it down into the component parts:
  • GII has its own style guide. It won't be 100% transferable to the member agencies. But, can provide some direction and a format to use in developing your own.
  • GII has provided all the member Goodwills with a list of URLs that link directly to the member agency's Blackbaud form.
  • Yes, social media marketing has become insanely complicated. You also need to be on all of these channels – get a Facebook account, use it “for work”. Get Twitter, ditto. Pinterest, etc. What’s play for some is medicine for others: take it. Best strategy is to focus on channels that make the most sense to pursue. Where are your customers, donors, volunteers and prospects?Source:
  • Add to polls:
  • In the Goodwill world, a lot of revenue comes from donations of goods and from direct government and foundation grants. In much of the nonprofit world, two forces have conspired to ensure greater growth of online revenue. First, the tools are readily available, and people are online. Let’s go meet them there. Second, government grants have been less available in the recent economic climate, and replacing this revenue takes nonprofits online.
  • It’s becoming increasingly common for new donors to give their first gift online. Online channels are becoming an effective for donor acquisition
  • Source: Target Analytics 2011 donorCentrics Internet and Multichannel Giving Benchmark ReportDonors are changing, and each generation has a preference for means of communicationGiven the high average age of donors to many benchmarking organizations, the online channel’s ability to attract younger donors is very appealing.
  • Bigger gifts
  • Online acquired donors have a higher lifetime value than donors acquired offline through traditional methods
  • The only donors who do significant multichannel giving are new donors acquired online, who switch in large numbers to direct mail giving in subsequent years.
  • This eye chart the migration of illustrates the migration of donors from online to offline channel. All of these donors were acquired online; those who were retained in large part migrated to offline giving channel. When online-acquired donors move offline, they tend to do so quickly, in their first renewal year. They then continue to give offline in similar proportions in subsequent years. After three or four years, about half of all online-acquired donors are giving offline gifts and over 40% are giving exclusively offline, primarily through direct mail.Also, for new donors who were retained in their second year (here, in 2008) are far more likely to still be giving four years later (in 2010) than donors who lapsed in their second year. In fact, of the 2007 online-acquired donors who were still giving in 2010, more than half of them had given for all four of the years they had been on file. Most donors give consistently over consecutive years or they lapse out and do not return. Donors who skip years — who have a pattern of lapsing and reactivating — are relatively rare.
  • Another view of this ‘channel migration”
  • This is showing general trends – online to offline migration is an strong indicator of future longevity of a donor – there are other paths for retention, including recurring online giving.
  • Linking of online and offline efforts for stronger overall individual fundraising program.Identifying team members who need to be involved.Examples of best practices: Email, web pages, forms, confirmations, social media, direct mail, in-store efforts.
  • Personnel silos – people don’t talk or coordinate
  • To develop multi-channel marketing, there must be sharing. Communication. The future will be multichannel and integrated. Constituent relationship management data is key. You want to be able to know who your donors are, what channels they respond to.You want to be able to plan cohesive campaigns, not a series of independent efforts. A donor can hear about your event or campaign through multiple channels.
  • The key is integration. It doesn’t always mean switching systems completely. Those silos may become something beautiful through integration and design. Sometimes this is technology, sometimes it is PEOPLE talking with each other. We can all develop ways to play together … and find a set of solutions that facilitate the maximum amount of data sharing.
  • Yes, it’s ironic, and yet our success in our jobs depends on this in the future.
  • Boomers: Those 45-65 showed strong growth in the online space in 2010Gen “I” and “C” – the youngest and rising generations are growing up with social mediaPhoto: Francine Dufour Jones -
  • What you say, and how you say it will vary by type of audience. You might use Twitter to attract Young Women, but not for Bequests / Planned Giving EmailEnewslettersSocial mediaFacebookTwitterRSSYouTubeFlickrLinkedIn Tactics Efforts Results
  • Linking of online and offline efforts for stronger overall individual fundraising program.Identifying team members who need to be involved.
  • Highly recommended authoritative analysis of multichannel fundraising
  • Not high tech? Word calendar template works just fine, too.
  • Thanks to Goodwill/Easter Seals Minnesota – microsite, emails,, print ads, print mailer, and Facebook – all part of “Share Goodwill” campaign.
  • The Salvation Army’s Bed & Bread Club has raised more than $100-million nationwide in the last 25 years by persuading people to give monthly.The charity asks donors to give at least $10 a month, or $120 for the year. More than 19,000 people are now making gifts, and nearly 70 percent of them give additional gifts that exceed the minimum annual requirement. (Source: Chronicle of Philanthropy)One of the most successful is the one in the Army’s Eastern Michigan Division in Detroit, where the concept originated. That city’s Salvation Army added the Bed & Bread logo to its mobile food trucks, which helps publicize the club, and also started a Jr. Bed & Bread Club for elementary and middle-school students.The Detroit Salvation Army uses direct mail to recruit new club members. Among the recipients of its first appeals was Dick Purtan, a Detroit disc jockey who decided to hold an annual radiothon to get people to join the club and give a year’s worth of dues. The radiothon has since raised more than $26-million.This year, in conjunction with the radiothon, the Detroit Bed & Bread Club held a “tweetathon” on Twitter. It generated 16,000 tweets about the club and a $50,000 donation from the Ford Motor Company. The Ford gift was matched dollar for dollar by Mr. Purtan, the now-retired disc jockey, which provided a $100,000 contribution.
  • Franks part – slides to come
  • What can you do now to ramp up for end of year fundraising?
  • Understanding when your giving happens is essential. Spreading the risk throughout the year is an essential goal!
  • Including landing pages – here GII has some help for you: Web ads. GII developed 3 web ads that tie financial giving to the opportunities it creates for the people we serve.
  • Clear path to the cheeseDonate versus financial giving
  • The public is trained to “donate goods” to Goodwill. Be sure to distinguish “Financial gifts” or “Give online” and “Donate goods”
  • One-time giftMonthly recurring giftHonor/tribute giftEcard gift
  • Why give
  • Some changes needed when re-using print copy for online:
  • Create a Successful Multi-Channel Fundraising Strategy

    1. 1. Create a SuccessfulMultichannel Strategy Presenters: Frank Barry, Digital Marketing Director, Blackbaud Kathryn Hall, Senior Client Success Manager, Blackbaud Debbi Stanley, Client Success Manager, Blackbaud Facilitator: Jenna Gebel, Resource Development Program Manager, GII
    2. 2. Agenda• Welcome and introductions• Group interaction: Discussion of “pre-work”• Trends and opportunities: Why a multichannel approach is key• Discussion: Build a plan for multichannel success• 10 things you can do today• QA and Closure
    3. 3. Learning Objectives• Learn why and how to create a multi-channel individual giving strategy.• Understand the fundamentals of an effective individual giving strategy, and how to tie in online and social media to your fundraising strategy to make it multi-channel.• Leave with a blueprint for a comprehensive fundraising strategy at your Goodwill.
    4. 4. PresentersFrank Barry Kathryn Hall Debbi Stanley, CFREDigital Marketing Director Sr. Client Success Manager Manager, Client SuccessBlackbaud Blackbaud Blackbaud
    5. 5. RAFFLE
    6. 6. The Evolution of Fundraising• 15 years ago: Gather names/addresses, send mail, collect donations, refine and repeat• 5 years ago: Gather names/addresses and emails, send mail and email, collect donations, refine and repeat• Today: Gather names, emails, Likes, Follows, Retweets, shares, SMS phone numbers, pins … push out appeal to all of those channels … collect donations, analyze, refine and repeat
    7. 7. What Is Multichannel Fundraising?• Multichannel fundraising cultivates individual donors to give through more than one method, principally: – Direct mail or “offline” – Events – Online • Website • Social media • Mobile• Multichannel communication is key to multichannel fundraising, but they’re not the same thing. The goal is to communicate with donors through multiple channels, and get them to give through multiple channels.
    8. 8. Success in Multichannel Fundraising• Success = get online donors to give OFFLINE.• What?• Yes. – Online donors often give more at first. – First-time online donors give nearly double the amount of offline first-time donors: $62 versus $32.• But online donors can be one-hit wonders, unless you convert them to offline giving channels. Then their lifetime value can be much higher.
    10. 10. Branding• No matter what communications are going out – everything should be consistently branded!• Put together a style guide with your logo, font types, font sizes, logo guidelines and “voice.” This gives staff an easy-to-use reference guide and reduces inconsistencies.• Apply these guidelines across all channels• Pay attention to conventions of each channel: web and email content is pithier than print copy
    11. 11. Print• Direct mail is still king.• The majority of gifts are still received offline.• This is also the strongest channel for retention.• Print advertising reaches some demographics
    12. 12. Store
    13. 13. Email• Email is effective, inexpensive way to reach donors and prospects• Communications can be segmented.• Similar to direct mail there are lots of options for personalization, with lower cost.
    14. 14. Website• An up-to-date website that provides information about your organization is vital.• Add regular news items, showcase sponsors, volunteers and donors• Ensure minimum number of clicks to donate• Make contact information easy to locate and accurate.
    15. 15. Social Media• Creating a page is the first step in connecting with your supporters.• Assign someone in your organization to be responsible for social media.• Update your pages at least once a week with happenings within the organization.• Make an effort to connect with the supporters that are following your page.
    16. 16. Polls and discussionDISCOVERY
    17. 17. Risks and RewardsTRENDS ANDOPPORTUNITIES
    18. 18. More new donors give online
    19. 19. New online donors skew younger • Online-acquired donors have different demographic profiles and different giving patterns than traditional, primarily direct mail-acquired donors. • Most notably, online-acquired donors are significantly younger.
    20. 20. New online donors skew toward higher income• Online donors also tend to have higher household incomes than mail-acquired donors.
    21. 21. Online donors give larger gifts
    22. 22. Online acquired donors have highercumulative value
    23. 23. But they have lower retention rates• Online-acquired donors tend to have slightly lower retention rates than mail-acquired donors.• This is also generally true even when controlling for the age and income of the donor.
    24. 24. of online donors switch channels and give offline the next yearSource: 2011 donorCentrics Internet and Multichannel Giving Benchmarking Report
    25. 25. Online to Offline Migration
    26. 26. True Multichannel Success• The key statistic in ensuring higher lifetime giving seems to be conversion of online-acquired donors to offline donors.• Direct mail is a very effective method of getting repeat gifts from donors.• Over time, the high giving amounts of online donors coupled with the high donor retention rates provided by direct mail make for a powerful combination.
    27. 27. QUESTIONS?
    28. 28. BEST PRACTICES
    29. 29. INTEGRATE
    30. 30. Do you have departmental silos? Marketing Resource Development IT Retail
    31. 31. Data silos? Direct Mail Retail Email
    32. 32. The future is integrated In Store Telephone Social Events Networks Web Direct Mail CRM Email Advocacy Peer to Peer Mobile Online Giving
    34. 34. INCREASINGLY PERSONAL …An explosion of social tools sets an expectation forincreasingly personal interactions and communication.
    35. 35. CHANNELPREFERENCES …Each demographic group may have unique communicationand channel preferences. Photo: Francine Dufour Jones
    36. 36. Each generation has unique interests,communication preferences, andpreferred giving channelsYour audience Demographics• Shoppers • Baby Boomers• Donors • Generation X• Volunteers • Generation Y• Program participants • Generation “I”
    37. 37. Know your audience Channel for Communication Web / SocialAudience Segment Direct Mail Microsite Email Media Phone StoreDonors/Supporters x x x x x xProgram x x x xParticipantsStaff/Volunteers x x x x xBequests/Planned x x xGivingPress/Media x x x• Each generation and audience segment has a way they prefer being communicated with.• Strategy will vary by type of audience. You might use Twitter to keep in touch with Young Donors and Volunteers, but not for Bequests/Planned Giving• For each event or campaign that you plan, consider efforts in each category• Results measurement should be part of the plan
    38. 38. “We must, indeed, all hang together,or most assuredly we shall all hangseparately.” - Benjamin Franklin to the Continental Congress just before signing the Declaration of Independence, 1776.COOPERATE
    39. 39. Assign staff responsibilities ResponsibilityDepartment or Role Direct Mail Website Email Social MediaMarketingDevelopmentWebDatabase“Jane the Intern”• Multi-channel fundraising often means drawing new lines of responsibility and interconnection• Cooperation is essential• Database is key – “one point of truth” for knowing your constituents
    40. 40. Campaign calendar from The Art & Science of Multichannel Fundraising,Published by DirectMarketingIQ -
    41. 41. Thanks to Goodwill/Easter Seals Minnesota
    42. 42. Email, web, forms, confirmations, social, mail, in-store ...CREATE A COORDINATEDCAMPAIGN
    43. 43. Tactics and Timing – Year End CampaignNov. 1 Nov. 7 Nov. 16 Nov. 22 Nov. 30 Dec. 5 Dec. 15 Dec. 29 Goodwill/Easter Seals Minnesota
    44. 44. Examples
    45. 45. Examples
    46. 46. QUESTIONS?
    47. 47. Creating a plan!PULLING IT ALL TOGETHER
    48. 48. Creating a plan1. Set fundraising goal2. Where is it going to come from?  Events  Individual donors3. Select and budget for the appropriate activities to reach all types of donors4. Determine marketing activities
    49. 49. 20 years Planned and Deferred Givers Major Givers Annual / Recurring Givers Occasional Givers, Event Participants
    50. 50. QUESTIONS?
    51. 51. ANALYZE
    52. 52. Campaign Landing Page
    53. 53. Website
    54. 54. Email
    55. 55. Facebook
    56. 56. Blog
    57. 57. Twitter
    58. 58. Conference/Brochure
    59. 59. Setup• Campaign Landing Page > – Email summer?utm_source=BlackbaudList&utm_medium=email&utm_campaign=k12- schoolsout&utm_content=Fundraising – Email 2 summer?utm_source=PartnerList&utm_medium=email&utm_campaign=k12- schoolsout&utm_content=Fundraising – Facebook summer?utm_source=Facebook&utm_medium=social&utm_campaign=k12- schoolsout&utm_content=Fundraising – Twitter summer?utm_source=Twitter&utm_medium=social&utm_campaign=k12- schoolsout&utm_content=Fundraising – Netwits Blog summer?utm_source=Netwits&utm_medium=blog&utm_campaign=k12- schoolsout&utm_content=Fundraising – Website Home Page summer?utm_source=Blackbaud&utm_medium=website&utm_campaign=k12- schoolsout&utm_content=Fundraising
    60. 60. Results
    61. 61. Results
    62. 62. QUESTIONS?
    63. 63. No time like the present5 THINGS TO DO IN JULY
    64. 64. Online Fundraising Cycle• 35% of online giving happens in the final three months of the year• 20% happens in December
    65. 65. The Next 7 Months Online / Offline Fundraising Plan June July August September October November December Offline Communication Offline EventsOffline Fundraising FocusWebsite UpdatesEmail CampaignsOnline Fundraising Focus Peer to Peer Fundraising Social Media Campaigns
    66. 66. 1. Prepare campaign calendar• Plan activities for 3rd quarter as well as year end (4th quarter)• Include: – Outgoing messages – online and offline – Landing pages – Home page features – Transactional forms – Social media – Acknowledgements and follow-up communication cycle• Coordinate message and creative between marketing and development
    67. 67. 2. Tune up website• Set a clear path to financial gift – 1 or 2 clicks• Is the brand message clear? Goodwill = Jobs• Distinction between “Donate Goods” and “Monetary Giving”• Create a landing page to support a campaign or “monetary” giving in general• Focus on “tweaks” to streamline the website – a redesign can take a year, we have a couple of months
    68. 68. Financial giving focus
    69. 69. 3. Plan for online to offline engagement • Create landing page with options for financial giving: – One-time gift – Monthly recurring gift – Honor/tribute gift – Ecard gift • Prepare channel for offline follow up: – Thank you letters – Phone call – Direct mail • Communicate online – Add to newsletter list – Segmented communications for financial supporters
    70. 70. 4. Clear stewardship message
    71. 71. 5. Collaborate• Marketing, development/fundraising, IT/technical, executive management all have input• Make success someone’s job: Who “owns” the results?• Plan for the time commitment each person will need to make this plan a success• Share copy and creative to make the best use of available resources, with adjustments for online:• Set up regular check-ins and plan refreshes
    72. 72. QUESTIONS?
    73. 73. SUMMARY
    75. 75. GII Online Giving Trainings• Summer Conference 2012 (Miami, FL) – THEME: Crowd-sourced fundraising• End-of-Year Planning Webinar (Q3)
    76. 76. MyGoodwill"Online Giving"Communityprovides aclearinghouseof resources,includingpromotionaltools, formsand FAQs
    77. 77. Surveys and Whitepapers• M+R and NTEN Report: 2012 eNonprofit Benchmark Study• Convio Report: 2012 Convio Online Marketing Nonprofit Benchmark Index Study• Blackbaud Report: The 2011 Online Giving Report
    78. 78. OnlineDonations Listserv Updates and information sharing
    79. 79. For more information:• Frank Barry, Digital Marketing Director, Blackbaud – Twitter: @franswaa – Blog:• Kathryn Hall, Senior Client Success Manager, Blackbaud –• Adam Stiska, Online Media Manager, GII –• Jenna Gebel, Resource Development Program Manager, GII –
    80. 80. Evaluation We greatly appreciate your feedback!