Transforming Donor Renewal Campaigns Using Multiple Channels
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IFC Online 2011 Conference Presentation on Digital Fundraising and Donor Renewal
![Session Overview ,[object Object],[object Object],[object Object],[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Transforming Donor Renewal Campaigns Using Multiple Channels
- 1. Transforming donor renewal campaigns using multiple channels Meredith Campbell
- 6. Peer to Peer Fundraising
- 7. Taking Peer to Peer to New Heights
- 10. Integrating offline and online campaigns
- 25. Integrating offline and online campaigns
- 31. Integrating offline and online campaigns
Editor's Notes
- 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.
- 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
- 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.
- 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
- 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
- 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
- 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.
- 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
- 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%
- What ’s next? RCHF Tax Campaign May/June 2011 Sponsor a bead widget on website, facebook tab – including a paypal payment option inside facebook itself. Email and facebook acquisition testing widget vs optimised Joomla donation page