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Louise Bellingham & Dale Tomlinson - From Dating to Commitment: Online Fundraising at its Best
 

Louise Bellingham & Dale Tomlinson - From Dating to Commitment: Online Fundraising at its Best

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Fundraising is all about the stages of a relationship – moving from the first meeting to the long term commitment. Online fundraising is no different. How do you make the most of online channels ...

Fundraising is all about the stages of a relationship – moving from the first meeting to the long term commitment. Online fundraising is no different. How do you make the most of online channels in maximizing your relationships? What are the opportunities and what are the challenges? Most importantly, how does it change your relationships? Through real cases and examples, we explore the best practices and fundamentals of how to fundraise online.

Louise Bellingham
Louise Bellingham leads the development of marketing strategies and support for United Way Toronto. An experienced, senior marketing and communications professional from the telecom industry, Louise and her team are focused on building increased engagement with the brand and enhancing the resource development efforts of the largest United Way in North America.

Dale Tomlinson
She has leveraged over 20 years of direct marketing experience to build one of the largest online fundraising campaigns in Canada. She leads a team devoted to direct response fundraising and relationship building and consults with organizations across North America.

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    Louise Bellingham & Dale Tomlinson - From Dating to Commitment: Online Fundraising at its Best Louise Bellingham & Dale Tomlinson - From Dating to Commitment: Online Fundraising at its Best Presentation Transcript

    • From Dating to Commitment: Online Fundraising at its Best June 8, 2010 Louise Bellingham, VP Marketing, United Way Toronto Dale Tomlinson, Director, Donor Relationship Management, United Way Toronto
    • Workshop Agenda • Introduction • Online Fundraising: A Decade of Growth • Online Philanthropy: Where Relationship Building and Technology meet • 5 Fundamental Strategies for Success • Case Study: ABC Company United Way Campaign 2
    • Online Fundraising: A Decade of Growth • 1995-2000: Initial websites – “Brochure-ware” • Sept. 11th 2001 : A turning point for Online giving • www.libertyunites.org • United Way of New York, Tribute to Heroes Telethon (United Way Toronto sets up 800 number with web based credit card processing and raises over $500,000) 3
    • Online Fundraising: A Decade of Growth United Way Toronto Online Revenue Growth UnitedWay@work Website $60,000,000 $1,400,000 $50,000,000 $1,200,000 $1,000,000 $40,000,000 Website $800,000 $30,000,000 $600,000 CN Tower $20,000,000 Climb $400,000 Rat Race $10,000,000 $200,000 $0 $0 2004 2005 2000 2001 2002 2003 2006 2007 2008 2009 1999 2001 2003 2005 2007 2009 4
    • Online Fundraising: A Decade of Growth Overall Revenue By Channel Channel Analysis 2005-2009 $160,000,000 • 2009 Direct Mail Stats: $140,000,000 – Rev/Donor: $60.05 $120,000,000 – 4 year growth rate: $100,000,000 • Number of gifts: -6% $80,000,000 • Revenue: -7.5% $60,000,000 • 2009 Web Stats: $40,000,000 – Rev/Donor: $109.93 $20,000,000 – 4 year growth rate: $0 • Number of gifts: 2005 2006 2007 2008 2009 +29.9% Direct Mail Revenue Telemarketing Revenue WEB Revenue Direct Dialog Revenue • Revenue: +4% DRTV Revenue Other/Unknown Revenue Source: 3rd Annual Cornerstone Global File Audit (www.cstonecanada.com) 5
    • Online Fundraising: A Decade of Growth • Direct Mail is Still King – 63% of revenue generated through DM activities • But what about online? – One of the few channels that experienced growth in 2009 – Much higher average gift than DM ($50 vs. $30) – Important channel but doesn’t replace DM or other channels Source: 3rd Annual Cornerstone Global File Audit (www.cstonecanada.com) 6
    • Online Fundraising: A Decade of Growth Donor Retention Rates by Acquisition Channel: DM acquired donors have the highest retention rates year over year 40.00% 35.00% 30.00% 25.00% Direct Mail 20.00% Telemarketing Web 15.00% Direct Dialogue 10.00% 5.00% 0.00% 1st Year 2nd Year 3rd Year 4th Year Source: 3rd Annual Cornerstone Global File Audit (www.cstonecanada.com) 7
    • Online Fundraising: A Decade of Growth Giving Channels Overall (% who say they have donated in this way in last 2 yrs) Gen Y Gen X Boomer Mature Checkout Donation 52% 48% 57% 52% 48% Cheque by Mail 49% 26% 43% 54% 77% Gift Shop 32% 28% 35% 32% 30% Website 31% 29% 35% 31% 25% Fundraising Event 27% 22% 28% 28% 31% Honour/Tribute Gift 26% 22% 22% 27% 35% Third Party Vendor 20% 25% 27% 17% 12% Phone 14% 8% 10% 16% 25% Monthly Debit 14% 11% 17% 14% 11% Mobile/Text 8% 14% 13% 4% 2% Social Network Site 5% 9% 6% 4% 2% Source: Convio & Edge Research: “The Next Decade in Online Marketing”, US Study 8
    • Online Philanthropy: Where Relationship Building and Technology Meet Public Audiences High tech, Housefiles / Site Registrants Many people, low touch small gifts Events/Promotions Annual Giving Leadership Giving High touch, Major Few people, lower tech high gifts Giving 9
    • 5 Fundamental Strategies for Success Strategy #1 : Don’t Send Mixed Signals • Integrate all your supporter messages to synchronize and coordinate your online and offline activities. • This requires an investment in CRM: Integrate technologies, systems, organizations, and processes Integrate data from all over your organization Synchronize information across various channels 10
    • 5 Fundamental Strategies for Success Strategy #2 : Make Them Want To Come Back For More • Give supporters a reason to visit you online. Identify value of the online experience for your supporters. • Why and how do they use the internet? What online information and opportunities could they use that would deepen the relationship? • 4 categories of value: 1. Access to info regarding organization mission and services 2. Increase convenience/time savings in transactions (donating, volunteering or advocacy) 3. Tools that increase the network of support 4. Online stewardship and information on accountability 11
    • 5 Fundamental Strategies for Success Strategy #2 : Make Them Want To Come Back For More • Consider the stimulus for campaigns: • Degree of urgency? • Time-limit? • Connection to the donor/prospect? • Degree of personalization (interests, giving amount, impact of their gift)? 12
    • 5 Fundamental Strategies for Success Strategy #3 : Get Up Close and Personal • Interact with your supporters – don’t just send messages. Communications must be interactive and enhance relationships. • Provide easy, useful tools and content that allow your supporters to accomplish their interests and to share their support of your work with their own networks. • Segment your audience by interest and type of affinity to your organization. 13
    • 5 Fundamental Strategies for Success Strategy #4 : Connect Every Way You Can • Communicate using multiple methods – think about your offline and online presence as a series of brand experiences. • How should the donor/prospect experience your organization? • What is the appropriate mix of communications and what channels will you use (email, website, direct mail, telephone, print)? 14
    • 5 Fundamental Strategies for Success Strategy #5 : Assess and Improve Performance • Continuously measure and improve results for your organization and experiences for your supporters. • Critical measure is “return on supporter time” –how well you enable supporters to get what they want. • Build ways to measure, analyze and adjust into every program and be sure to look at how you acquired supporters that have long term value. • Try to measure performance on an integrated basis not in channel silos. Real optimization comes from understanding supporter activity across channels. 15
    • Case Study: Commitment Corporation Employee Workplace Campaign 16
    • Case Study: Commitment Corporation, Workplace Campaign Meet Commitment Corporation • Commitment Corporation and United Way work together to support the local community. • Commitment Corporation’s United Way campaign: – Rallies team spirit – gives everyone the opportunity to get involved – Is an established part of the workplace culture, – allows United Way to build on existing relationships and create new ones. • How did Commitment Corp use best practices to make the most of their campaign? • How can you translate these ideas into your relationship management program? 17
    • Case Study: Commitment Corporation, Workplace Campaign Commitment Corporation 2008 Employees Donated Donation % 2009 Giving 2008 Avg Gift 2009 Avg Gift Giving Previous 5,695 4,359 77% 3,605,177 3,628,128 633 832 Donors Prospects 9,929 1,301 13% - 425,233 - 327 Total 15,624 5,660 36% 3,605,177 4,053,361 716 18
    • Case Study: Commitment Corporation, Workplace Campaign Commitment Corporation Online vs. Offline Donations (excluding Special Events) Gift Range Online Donors Online $ Offline Donors Offline $ $1 - $99 2,038 87,253 32 1,225 $100-$199 1,425 181,019 26 2,952 $200-$999 1,158 427,435 11 4,671 $1000-$4999 897 1,298,105 24 34,658 $5000-$9999 50 299,804 8 44,211 $10,000+ 31 535,526 33 1,136,502 5,599 2,829,142 134 1,224,219 % of Total 98% 70% 2% 30% 19
    • Case Study: Commitment Corporation, Workplace Campaign The Five Steps to a Successful Relationship • Don’t send mixed signals • Make them want to come back for more • Get up close and personal • Connect every way you can • Assess and Improve Performance 20
    • Case Study: Commitment Corporation, Workplace Campaign Don’t send mixed signals • All online and offline materials were developed using Company themes and United Way key messaging • Videos from President and Heads of Business Units inserted in all emails • Messages were clear, consistent and repeated often • Integration is critical: – offline and online communications – Contact strategies – maintain ‘high touch’ – Database integration is key 21
    • Case Study: Commitment Corporation, Workplace Campaign Make them want to come back for more 22
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    • Case Study: Commitment Corporation, Workplace Campaign Make them want to come back for more, cont’d: • News and Events information posted online • Facebook cause page • Twitter 26
    • Case Study: Commitment Corporation, Workplace Campaign Get up Close and Personal: • Grab their attention – Customized Emails sent to targeted groups – pay attention to sender name – entice them with good subject lines – give a deadline for response • Use information to personalize the experience 27
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    • Case Study: Commitment Corporation, Workplace Campaign Connect every way you can: • Pre-campaign communication through workplace email, posters, intranet • Highly publicized campaign kick-off, breakfast served by senior management • Days of Caring /volunteer opportunities • Leadership breakfasts with United Way speakers • Peer-to-peer in-person canvassing throughout campaign • Reminder emails are very effective 29
    • Case Study: Commitment Corporation, Workplace Campaign •1st email Customized by sender with accompanying video. Leaders and potential Leaders receive Challenge Grant message. •2nd email Gift of Securities deadline reminder and Campaign Update. •3rd email Reminder of online auction and focus on Challenge Grant. •4th email Reminder of deadline to make donation for tax receipt. •5th email Final reminder of deadline, best wishes for holiday season. 30
    • Case Study: Commitment Corporation, Workplace Campaign Connect every way you can: • Online auction and other special events • Opportunities to give online of offline • Recanvass phone calls to past donors who have not renewed • United Way newsletter • United Way’s main website updated year-round • Personal stewardship/cultivation for high-end donors • Opportunity to opt-in for further communication 31
    • Case Study: Commitment Corporation, Workplace Campaign Assess and Improve Performance: • Results evaluated during campaign to allow for change in communication plans, if required. • Seek feedback: Why do they love you? What don’t they love you? • Why did they reject you? Learn from your ‘opt-outs’ • Helpdesk tracking of calls • Program assessed annually 32
    • Case Study: Commitment Corporation, Workplace Campaign Recap: The Five Steps to a Successful Relationship • Don’t send mixed signals • Make them want to come back for more • Get up close and personal • Connect every way you can • Assess and Improve Performance 33