Multichannel Donor Marketing: No More Talk, Let's Make It Happen <11NTCmulti> Jeff Regen, M+R Milo Sybrant, Amnesty Intl
Agenda The problem 2011 and the multichannel opportunity Egypt: A multichannel case study Breaking down the barriers and making it happen Wrap-up
The problem Part 1: Anyone seen this before? It’s my name It’s my list
The Problem Part 2 What year is your nonprofit structured for?
1991? Mail Face-to-Face Telemarketing Nonprofit Supporter Television (no DRTV)
Or 2011? Mail Face-to-Face Email Telemarketing Nonprofit Supporter Television (DRTV) Mobile Social Networks Website
The Problem Part 3: Other big trends Nonprofit offline donors are aging Donor files are shrinking Retention is falling (and online low already) Direct mail costs are increasing / fundraising margins are shrinking Nonprofits need (younger) more valuable donors
A multichannel approach can create “golden multichannel donors”
Age falls between online and offline donors
Income about the same as online
How about revenue and retention?
Multichannel donor revenue* looks great… * Target Analytics Internet donorCentrics data
…and retention does, too!* * Target Analytics Internet donorCentrics data
Building sustainer files is all about multichannel DRTV Web and phone Face-to-face Follow-up online and offline Mail donors converted via telemarketing Online / telemarketing / (limited mail) Great, largely untapped and lowest startup costs
Multichannel with mobile works, too: 25% boost in response rate
Making multichannel work Integrated campaigns Multichannel conversion series Acquisition, renewals, appeals, etc. Leverage your online and offline data Targeting activists for telemarketing Which mail to send to online donors Timely upgrades Etc.
How to get there: Moving toward integration “Coordinating group” Sometimes coordinated; other times conflicting Limited use Coordinated; multi-directional Generally consistent voices Limited customization $$ Integrated Common + shared metrics Fully incorporated Coordinated; multi-directional conversation Consistent voices when desirable Yes; based on constituent behavior $$$ Org structure Goals / strategies Multichannel data Communications across types / channels Voices Supporter focus (and result) Siloed Disparate (sometimes conflicting) Not available Uncoordinated; one-way Inconsistent voices No customization; often org-centric $
Levels of integration: Welcome series example DM donors receive DM asks, appeals Online supporters receive online $$ asks, appeals OR advocacy / engagement Offline donors—give emails; sent to url to donate Online supporters receive advocacy / engagement + $$ asks, appeals Online donors put into DM / TM streams Offline donors—optimized to give emails; sent to customized urls TM—Entered directly into online form Online supporters receive integrated advocacy / engagement / $$ asks based on name source + behavior Targeted online supporters rapidly put into customized TM and DM streams
Middle East & North Africa: Amnesty International’s Response to to the Unfolding Human Rights Crisis
Successes 60% higher pledge rate than projected in our telemarketing efforts Saw 50% credit card rate Exceeded February’s online income projections by more than 60% Blog traffic was our second highest to date, with 60,000+ page views Facebook likes increased by nearly 100,000 # of Twitter followers grew by 40%
What was working in our favor? Success driven in large part by the fact that this issue was headline news that sustained public interest for several weeks Issue’s visibility & overriding urgency made internal decision to promote issue across channels a no-brainer No need for prolonged deliberation Ability to marshal coordinated response involving key parts of organization positioned us for success
Questions/Challenges Three categories of challenges: Tactical Data integration Organization Structure/Culture
Questions/Challenges: Tactical How to best tailor ask to appropriate channel? Play to each channel’s strengths in developing treatment strategy: Fundraising and social networks still evolving Focus instead on word-of-mouth Supporters derive intrinsic benefits from spreading the word about good causes to their networks for friends and family Mobile & urgent call-in actions
Questions/Challenges: Data Integration For multi-channel donors, how do we know which channel is driving response? If donors are not responding to a given channel, does that mean it’s “not working?” Some channels easier to monitor than others How do we optimize the performance of multi-channel efforts when the solicitation channel and transaction channel may be different?
Questions/Challenges: Structural/Cultural Institutionalizing multi-channel marketing: How do we take multi-channel outreach from pilot to program? How do we make cross-departmental coordination more efficient?
Organizational structures 1. Siloed 2. Online, other coordinating teams Coordinating Teams 3. Centralized, integrated
Aligned goals and strategies Organizational goals
E.g., Grow list
Campaign goals / strategies:
Devo; Comms; Website/email; Gov’t Affairs; etc.
Collaborate on building them
Common goal of overall bottom line
Incentives (e.g., share costs for database, ad campaigns)
Single acquisition / investment budget?
Shared ROI, other metrics
Aligning Goals Inside External Affairs: Annual budget Joint operational & 5-year fundraising plans Example: Channel Strategy Inside AIUSA:Cross-functional teams Priority Campaigns Crisis Response Teams Strategic Planning / Priority setting International Movement: “One Amnesty” International Fundraising Management Team Art for Amnesty
Culture Leadership and culture
“What’s best for our organization” / highest ROI
Integration / collaboration as key to excellence
Flexibility and innovation
Start small, easy wins
E.g., DM drives people online; online
shares credit for website revenue with DM
Culture External Affairs: Strong ethic of teamwork, focus on department goals above individual unit goals. DR and New Media: share audience, coordinate messaging. DR and PG: share audience, marketing efforts target DR donors DR and MG: Gift officers cultivate high$$ DR prospects. PG and MG: gift officers identify PG prospects Entertainment Relations: credited for messaging from celebs, supports PG and MG cultivation events
Processes and systems Communication
Weekly Dev / Comms / Program meetings
Regular fundraising integration meetings
Actively participating in other teams meetings
Data integration Information sharing Pooled resources?
Success story to press release, website, enewsletter, magazine, major donor newsletter…
Processes and Systems Communication: Development units meet monthly External Affairs unit managers meet weekly Campaign & crisis teams meet weekly or daily Leadership Team meets every 6-8 weeks Data Integration: (PIDI / Sphere) Financial data integrated daily Other data updated weekly Plan to transfer non-$$ activity from Sphere to PIDI
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