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Cross Channel Fundraising Strategies

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Metropolitan Group's Tanya Zumach's presentation on Cross Channel Fundraising Strategies for the 2008 eTour

Metropolitan Group's Tanya Zumach's presentation on Cross Channel Fundraising Strategies for the 2008 eTour

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  • Tanya: Introduce

Cross Channel Fundraising Strategies Cross Channel Fundraising Strategies Presentation Transcript

  • Cross-Channel Fundraising Strategies eTour, April 23, 2008 • Portland, OR Tanya Zumach, Metropolitan Group
  • What is it?
    • Level 1 - getting donors and activists into different streams - online, direct mail, and/or telemarketing
    • Level 2 - Strategic, planned coordination
    online,
  • Agenda
    • Why & Stats
    • Samples & Case Studies
    • Obstacles & Challenges
    • Q/A & Audience Sharing
  • Why
  • Online more valuable Source: DonorCentrics
  • But Multichannel Most
  • Value from least to most
    • Offline donors w/o email
    • Offline donors w/ email
    • Online donors
    • Online/offline donors
  • Channel Migration
    • Non-online donors in 2005 (who gave in 2006):
      • 93% gave offline only
      • 2% gave online (and in some cases offline)
    Source: DonorCentrics
    • Online donors in 2005 (who gave in 2006):
      • 46% gave offline only
      • 50% gave online (and in some cases offline)
  • Other Thoughts/Trends
    • Direct mail higher initial response rate
    • Online acquisition usually generates higher average gifts
    • Online donors younger with higher household incomes
    • Direct mail-only renew at higher rates than online-only, but multichannel strongest
    • Higher percentage of direct-mail donors likely institutional
  • The Donor Viewpoint
  • Samples & Case Studies
  • Donor Mashup
    • Gather Offline emails
    • Offline donors/prospects to Website
    • Online donors/activists to Mail and/or phone streams
    • Others?
  • Example Plan Sept Oct Nov. Dec E-Newsletter 9/15 10/15 11/15 12/15 Pre Telemarketing e-mail 9/20 TM campaign starts 10/1 Year end direct mail 11/20 Year End E-Mail hits 1 and 2 12/20 / 12/28
  • Email direct mail email
  • Major donor pledge online
  • Email telemarketing
  • Email direct mail Email segment 150% greater response
  • Obstacles & Challenges It’s my name! It’s my list!
  • Breaking Down Silos
    • Communications vs. Government Relations vs. Fundraisers - who “owns” the name?
    • Mail, phone, Internet fundraisers have goals, lists, different expertise
    • Data usually not in shared location
    • Internal politics, personalities, structure
    • Vendors & consultants (mail, Internet, phone)
  • Breaking Down Silos
    • Share calendars, plans
    • Cross-online team
    • Cross-channel team
    • Share goals, credit
    • Plan ahead to meet deadlines
  • Data, Data, Data
    • Sync between eCRM and database painful
    • Time consuming, complex, expensive
    • Vendors often “learning, too” at best; hostile at worst
    • Metrics, evaluation data different
  • Data, Data, Data
    • Prepare management, define expectations
    • Line up internal resources
    • Create budget cushion
    • Define what’s “critical” vs. “nice-to-have”
    • Common ROI - $ return for $ invested
  • Message & Brand
    • Each channel has style that works best
    • Audiences are different
    • Messages don’t need to be identical
    • Develop campaigns or themes
    • Test!
  • Maybe not…
    • Data challenges too severe, complex, costly
    • List protection/silos too much to overcome
    • Audiences are so different
    • No management support
    • Not worth the investment
  • Q & A, Audience Sharing
  • Resources
    • Idealware, Creating the Relationship-Centered Organization, www.idealware.org
    • Convio, Integrating Online Marketing with Direct Mail Fundraising, www.convio.com
    • 2006 donorCentrics Internet Giving Benchmarking Analysis, www.targetanalysis.com
    • eNonprofit Benchmarks Study, M&R, www.mrss.com
  • Contact
    • Tanya Zumach, ePMT
    • Senior Director
    • Metropolitan Group, Portland, OR
    • [email_address]
    • 503-223-3299
    • Special thanks to Betsy Harman, ePMT, Harman Interactive and Jeff Regen, Defenders of Wildlife!