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Multichannel Donor Marketing


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  • Humans are multichannel, and they want to be treated with a holistic approach
  • And now, 20 years later, there are more channel options than ever before
  • • Amnesty uses advocacy to educate supporters and effect change – push US government, UN and international bodies to respect human rights. The funds we raise are used to assist with that advocacy.• During the Egyptian protests, Libyan protests, and those in Tunisia, Yemen, Algeria, Bahrain, etc, AI has mobilized supporters to demand the right to peaceful protest, freedom of speech, right not to be tortured/unlawfully detained, etc (and continues to do so)• To accomplish this, we used multiple channels• (Area graph shows: stacked, not static #s; only MENA information; jan 25-feb 28)Graph highlights:• During this time, peaceful protesters across the Middle East and North Africa were making history (and still are)! At the same time, some were shot, tortured, harassed, violently dispersed using tear gas, water and rubber bullets, and otherwise thwarted by the state• Amnesty has had teams on the ground in multiple countries, documenting human rights abuses and informing action• emails were our largest driver but part of a multichannel effort• huge spikes in activity when AI staff and other human rights observers were arrested, and again when Libyan action was launched (UN)• up to 9 tweets per day, 4 press releases and facebook posts a day, 3 blog entries – on this issue alone
  • Direct mail response was softer than anticipated; didn’t make it in the mail until just a few days before Mubarak stepped down; wasn’t able to respond to changing conditions on the ground as quickly as we were via digital channels and the phone
  • Tailoring message example: Cross-channel marketing doesn’t mean sending the same ask out to each communication vehicle Orgs still need to tailor the ask to be channel-appropriate In our experience, fundraising asks typically haven’t performed all that well on social media So with the human rights crisis in the Middle East, for instance, we pushed related actions on Facebook and Twitter to promote list acquisition instead of heavily promoting fundraising asks We also will only typically promote actions to our mobile list if there’s an urgent, related call-in action
  • Example: We know that social media like Facebook and Twitter are big drivers of word-of-mouth and traffic (they are both in our top 10 referring domains), but we don’t see many gifts sourced to them relative to other channelsWe suspect that our donors engage with us via social media, but we as of yet don’t have the tools to monitor this We also can’t tell to what extent our donors and email subscribers are also engaged with us through social media channels
  • Like many other organizations, we have struggled ever since the advent of our online program with how to improve integration between our online and offline programs
  • Transcript

    • 1. Multichannel Donor Marketing: No More Talk, Let's Make It Happen <11NTCmulti>
      Jeff Regen, M+R
      Milo Sybrant, Amnesty Intl
    • 2. Agenda
      The problem
      2011 and the multichannel opportunity
      Egypt: A multichannel case study
      Breaking down the barriers and making it happen
    • 3. The problem Part 1: Anyone seen this before?
      It’s my name
      It’s my list
    • 4. The Problem Part 2
      What year is your nonprofit structured for?
    • 5. 1991?
      (no DRTV)
    • 6. Or 2011?
    • 7. 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
    • 8. A multichannel approach can create “golden multichannel donors”
      • Age falls between online and offline donors
      • 9. Income about the same as online
      How about revenue and retention?
    • 10. Multichannel donor revenue* looks great…
      * Target Analytics Internet donorCentrics data
    • 11. …and retention does, too!*
      * Target Analytics Internet donorCentrics data
    • 12. 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
    • 13. Multichannel with mobile works, too: 25% boost in response rate
    • 14. 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
    • 15. How to get there: Moving toward integration
      “Coordinating group”
      Sometimes coordinated; other times conflicting
      Limited use
      Coordinated; multi-directional
      Generally consistent voices
      Limited customization
       $$
      Common + shared metrics
      Fully incorporated
      Coordinated; multi-directional conversation
      Consistent voices when desirable
      Yes; based on constituent behavior
       $$$
      Org structure
      Goals / strategies
      Multichannel data
      Communications across types / channels
      Supporter focus
      (and result)
      Disparate (sometimes conflicting)
      Not available
      Uncoordinated; one-way
      Inconsistent voices
      No customization; often org-centric
       $
    • 16. 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
    • 17. Middle East & North Africa:
      Amnesty International’s Response to to the Unfolding Human Rights Crisis
    • 18.
    • 19.
    • 20. 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%
    • 21. 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
    • 22. Questions/Challenges
      Three categories of challenges:
      Data integration
      Organization Structure/Culture
    • 23. 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
    • 24. 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?
    • 25. 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?
    • 26. Organizational structures
      1. Siloed
      2. Online, other coordinating teams
      3. Centralized,
    • 27. Organizational structure
    • 28. 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
      • 29. Common goal of overall bottom line
      • 30. Incentives (e.g., share costs for database, ad campaigns)
      • 31. 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
    • 32. Culture
      Leadership and culture
      • “What’s best for our organization” / highest ROI
      • 33. Share credit!
      • 34. Integration / collaboration as key to excellence
      • 35. Flexibility and innovation
      Trust-building measures
      • Start small, easy wins
      • 36. E.g., DM drives people online; online
      shares credit for website revenue with DM
    • 37. 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
    • 38. Processes and systems
      • Weekly Dev / Comms / Program meetings
      • 39. Regular fundraising integration meetings
      • 40. 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
      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
    • 41. Session Evaluation
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