Integrating Offline and Online Fundaising
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This presentation covers the case study of the Royal Children's Hospital Foundation, Brisbane's online strategy development including email, facebook, peer to peer fundraising and web, 2009 - 2010.

This presentation covers the case study of the Royal Children's Hospital Foundation, Brisbane's online strategy development including email, facebook, peer to peer fundraising and web, 2009 - 2010.

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Integrating Offline and Online Fundaising Presentation Transcript

  • 1. Integrating with Online Fundraising  Meredith Campbell
  • 2. Session Overview
    • Setting the scene
    • Building your online strategy - RCHF case study - Key tips and tricks to get started
    • Integrating offline and online campaigns - RCHF case study - Key tips and tricks to get started
    • Questions?
  • 3. Setting the scene
    • What’s in your tool box?
    • Does your organisation have or use:
    • Email appeals to supporters
    • Email newsletters
    • Website with online donation capacity
    • Peer to peer online fundraising system?
  • 4. Why does online matter?
    • Online giving growth in the US in 2010 averaged 20%
    • 40% of donors always go online before making a donation (either online or offline)
    • 49%of online mid-level and major donors always visit a nonprofit’s website before making a first time gift online or offline.
    • 38% of an organisation’s success in building its email file comes from it’s amount of website traffic.
    • 30 – 40% of online giving in the US happens in December (Christmas and EOFY), with 22% in the last 48 hours.
  • 5. Why does multi-channel matter?
    • In 2009, median revenue per donor for multi-channel supporters was $339 compared to $88 for offline and $170 for online donors.
    • First year retention for multi-channel donors was 51% compared to 30% for offline donors, and 22% for online donors.
    • Multi-year multi-channel donor retention was 75%, compared to 30% for offline and 22% for online donors.
    • Reactivation rate for multi-channel donors was 16%, compared to 7% for online and offline donors.
    • *2009 Trends from Target Analytics (Blackbaud) donorCentrics Internet Giving Benchmarking Group
  • 6. Building your online strategy
    • RCHF Case Study
    • Implemented at the beginning of the 2009/10 financial year
    • Generating $1,110,101.41 in revenue, an increase of 427% in just one year
    • Increase in new supporters acquired of 337%
    • Increase in the number of online gifts of 1600%.
    • Online income now represents 7.42% of our annual income, a 400% increase on the previous year, and above the US industry benchmark* of 5.1%.
    • *2010 eNonprofit Benchmark Study
  • 7. Building your online strategy
    • RCHF Case Study
    Income 2008/2009 2009/2010 P2P Renewal $ 5,716.88 $ 89,592.58 P2P Acquisition $ 30,246.95 $ 512,624.25 Online Renewal $ 71,942.61 $ 87,813.42 Online Acquisition $ 61,350.51 $ 146,620.55 Event Registrations $ 41,175.00 $ 273,450.61 Total Online Income $ 210,431.95 $1,110,101.41
  • 8. Building your online strategy
    • RCHF Case Study
    Donor Acquisition 2008/2009 2009/2010 Peer to peer online 554 9,555 Other online 870 1,355 Direct mail 1,016 1,492 Online event registrants 1,887 6,502 Total New Supporters 4,327 18,904
  • 9. Peer to Peer Fundraising
  • 10. Key Tips and Tricks
    • Integrate registration process with online fundraising
    • Segment database and target emails to drive fundraising behaviour
    • Consider targeted incentives
    • Offer personalised fundraising coaching for high minimum events
  • 11. Taking Peer to Peer to New Heights
  • 12.  
  • 13.  
  • 14. Results
    • Average fundraising per participant increased from $34.75 to $73.82;
    • facebook app users raised 2.4 times that of non-users. Total fundraising was $141,737 – up 218%.
    • Of the previous year's fundraising, only $7,000 was donated online. This year online fundraising was almost 100% of funds raised.
  • 15. Integrating offline and online campaigns
    • RCHF Case Study – Kids Christmas Appeal 2010
    • B105 metro and Prime regional radio appeals (phone, online, DM)
    • Retail wall token and merchandise sales (IGA, BigW, Coles etc)
    • Donor direct marketing renewal and acquisition
    • Advertising (television, print, outdoor, digital)
    • Corporate and major gifts
  • 16. Integrating offline and online campaigns
    • RCHF Case Study – Kids Christmas Appeal 2010
    • Integrated branding around Wonder Bauble (except for third party fundraising).
    • Digital advertising and digital renewal, acquisition and cultivation strategies and custom applications.
    • Key challenges – email provider, late DM lodgement precluding mail chaser
  • 17.  
  • 18.  
  • 19. Integrating offline and online campaigns
    • RCHF Case Study – Kids Christmas Appeal 2010
    • B105 Christmas Appeal eDM Campaign
    • 18 October DM Renewal lodged
    • 9 November First Email Chaser
    • 25 November Second Email Chaser
    • 29 November Radio Appeal launches on-air
    • 9 December Third Email Chaser
    • 10 December On-air appeal ends
  • 20.  
  • 21.
    • RCHF Case Study – Kids Christmas Appeal 2010
    • B105 Christmas Appeal eDM
    • $9,970 donated online, $18,593 offline.
    • Total cost $63.
    Integrating offline and online campaigns Email Open Rate Benchmark 12.82% Click throughs Benchmark 0.78% Online Resp. Benchmark 0.13% Total Resp. Chaser 1 21.57% 2.04% 0.49% 1.00% Chaser 2 15.61% 2.34% 1.83% 5.82% Chaser 3 18.74% 3.83% 3.16% 6.33% Total 5.02% 12.25%
  • 22.
    • RCHF Case Study – Kids Christmas Appeal 2010
    • Online Peer to Peer donor eDM fundraising email test.
    • Interactive “Sponsor a Bauble” vs child’s story
    • Tested direct mail chaser to non-reponsive online peer to peer donors.
    Integrating offline and online campaigns
  • 23.  
  • 24.  
  • 25.  
  • 26.  
  • 27.  
  • 28.  
  • 29.
    • RCHF Case Study – Kids Christmas Appeal 2010
    • Online Peer to Peer Donor eDM Results
    Integrating offline and online campaigns Email Open Rate Benchmark 12.82% Click throughs Benchmark 0.78% Online Resp. Benchmark 0.13% Total Resp. Test A Sponsor a Bauble 22.49% 2.75% 0.42% 0.52% Test B Christian’s Story 23.10% 1.16% 0.11% 0.31% Campaign Sponsor a Bauble 24.37% 1.59% 0.31% 0.63% Test B Chaser 23.06% 1.29% 0.80% 2.79% Test A Chaser 26.38% 2.05% 2.48% 2.92%
  • 30.
    • RCHF Case Study – Kids Christmas Appeal 2010
    • Direct mail chaser achieved 1% response rate with $67 average gift.
    • Combined with eDM, overall response rate for each segment was 2.79% and 2.92% respectively.
    • $6,325 raised online at a cost of $71.84 for email campaigns, average online donation $140.
    • A further $31,200 donated offline, either in response to the direct mail chaser, or by phone and other mail.
    Integrating offline and online campaigns
  • 31.
    • RCHF Case Study – Kids Christmas Appeal 2010
    • Online peer to peer fundraisers
    Integrating offline and online campaigns Email Open Rate Benchmark 12.82% Click throughs Benchmark 0.78% Online Resp. Benchmark 0.13% Total Resp. Under $100 fundraiser 16.85% 1.37% 0.47% 0.61% Over $100 fundraiser 18.45% 1.82% 0.98% 0.98%
  • 32.
    • RCHF Case Study – Kids Christmas Appeal 2010
    • eDM to bought email acquisition list
    • 0.95% response rate (donors/prospects) or a 0.53% response rate (donors/emails sent)
    • DM chaser 0.25% response rate, average donation of $30
    Integrating offline and online campaigns Email Open Rate Benchmark 12.82% Click throughs Benchmark 0.78% Test A Sponsor a Bauble 22.12% 3.32% Test B Christian’s Story 17.68% 1.91% Campaign Sponsor a Bauble 23.76% 2.56% Chaser 20.69% 1.38%
  • 33.
    • RCHF Case Study – Kids Christmas Appeal 2010
    • DM Donor Renewal – eDM chaser
    • Generated $3,360 online gifts, $12,766.40 offline, average gift over $200
    • Total cost $29.00
    Integrating offline and online campaigns
  • 34.
    • RCHF Case Study – Kids Christmas Appeal 2010
    • Donor engagement
    • Email postcard
    • Online wonder bauble with messages
    • Television ad
    • Facebook posts
    • Wonder bauble arrival at hospital
    • Follow up postcard
    Integrating offline and online campaigns
  • 35. Integrating offline and online campaigns
  • 36.  
  • 37.  
  • 38.
    • RCHF Case Study – Kids Christmas Appeal 2010
    Integrating offline and online campaigns
  • 39.
    • RCHF Case Study – Kids Christmas Appeal 2010
    • 19% response rate to postcard insert
    • 234 new email addresses, 16 changed email addresses, 68 confirmed no email address.
    • Positive impact on overall DM response rate
    • Email Open rates 58 – 78%, click through rates 25 – 42%
    Integrating offline and online campaigns
  • 40.
    • RCHF Case Study – Kids Christmas Appeal 2010
    • Key challenges:
    • Collapse of our email marketing service impacted on creative outcomes for email briefs.
    • Better click to conversion tracking needed to simplify evaluation and allow quicker adjustment to strategy.
    • Load time for flash apps was not optimal, but alternative donation options were available.
    Integrating offline and online campaigns
  • 41.
    • RCHF Case Study – Kids Christmas Appeal 2010
    • Key learnings:
    • An interactive ask such as “Sponsor a Bauble” will generate higher click through rates, average donations, and response rates than a standard fundraising ask. The metrics we achieved for the standard donation ask however, were still higher than the US benchmarks.
    Integrating offline and online campaigns
  • 42.
    • 2. Online peer to peer donors, and online peer to peer fundraisers, will convert to organizational donors. The cheap cost of email makes the renewal of these donors particularly cost effective, but even combined with direct mail, outperforms many direct mail acquisition response rates, and average donation is very high. The direct mail chaser results on their own indicate that these donors may also be direct mail as well as e-DM responsive.
    Integrating offline and online campaigns
  • 43.
    • 3. Email acquisition response rates were higher than the US benchmarks for email renewal, and generated a profit. The response rate to the direct mail chaser was lower, and lower also than the direct mail chaser to existing online peer to peer donors, and may not be as cost effective.
    Integrating offline and online campaigns
  • 44.
    • 4. The email chaser to the direct mail renewal campaign was incredibly successful, not only in generating online response, but significant offline response, and very cost effective.
    Integrating offline and online campaigns
  • 45.
    • 5. The donor engagement strategy not only acquired a significant number of email addresses for our database, but the high open rates and click through rates demonstrated its effectiveness in building relationships and online engagement.
    Integrating offline and online campaigns
  • 46.
    • Key tips and tricks to get you started:
    • Measure from open rates, to clicks, to conversion
    • Benchmark
    • Test
    • Research
    • Cultivate as well as solicit
    • Understand how your donors would like to be communicated with
    • Surprise and delight your donors and prospects!
    Integrating offline and online campaigns
  • 47.
    • Useful references:
    • 2010 eNonprofit Benchmarks Study and Social Media Study
    • The Convio Online Nonprofit Benchmark Study
    • The Network for Good Online Giving Index 2010
    • “ Internet Management for Nonprofits”, Ted Hart et al
    • “ Groundswell”, Forrester Research
    • Chronicle of Philanthropy
    • Artez.com (podcasts, webinars, Everest case study)
    • Smart people!
    Integrating offline and online campaigns
  • 48. Questions?
    • [email_address]
    • http://au.linkedin.com/in/meredithcampbellau