Giving Trends and The Art of The Ask

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  • TITLE SLIDE.
  • Moving from a fundraising journey to a constituent journeyADD BUBBLES FOR VOLUNTEER, ADVOCATERetailEvents – participantsvolunteers (mentor, coaches, workers,), advocates (does not do anything, but writes to the congressman)Giving – major gifts, direct, online
  • Source:   The 2011 Online Giving Reportwww.blackbaud.com/onlinefundraising
  • 1.5 Million raised through Facebook and Twitter last yearGive supporters simple to use online fundraising toolsMake it simple for supporters to leverage their networks (and track the success)Show impactFocus attention on primary call to action – making a donationSupporting main call to action with key statistics to influence visitors decisionSimple fundraising progress barSocial sharing powered by ShareThisFacebook comments included to drive interaction and return visits
  • Now I’m going to talk a little about how we’re communicating with our supporters:So, if you’re an offline donor to UCS you receive (max) about 16 snail mail appeals a year from us (mix of renewals, special appeals, and pitches to join monthly giving.)And you’ll get about two phone calls.If you’re an offline donors to UCS and you’ve given us your email address, you’ll ALSO receive (max) 17 email appeals from us throughout the year. Again, mix of renewals, special appeals, and pitches to join monthly giving.If you’re an online activists who has never made a donation to us before, you’ll receive 20 email appeals (7 series) ANDif you joined recently, you’ll receive 4-5 snail mail appeals.We pull a list of the 10,000 most recently joined non-donors from our email list and put them in direct mail prospecting.Everyone we have an email address for also gets cultivation emails—monthly e-newsletter, action alerts, etc. If you are a donor those emails may be different than if you are a non-donor. For instance donors get event invitations to special donor events.
  • For a number of years, we’ve been integrating the topics and timing of some of our online and offline appeals and cultivation message. Not all of them, but a lot of them.We’ve sent emails like this one alerting people to an appeal they’re about to receive in the mail. (24% open rate, 0.06% response rate)We’ve coordinated topics for both appeals to prospects and appeals to donors—so the mailing and email will be on the same topic and will be timed to hit people around the same time and have the same deadlines. We send all donor event invitations via email and mailWe offer donors an email version of our two member publications if they don’t want it by mail.
  • In our 2011 online giving report which we’ll publish next week, International Relief sector online giving was down 55% over 2010.
  • Moving from a fundraising journey to a constituent journeyADD BUBBLES FOR VOLUNTEER, ADVOCATERetailEvents – participantsvolunteers (mentor, coaches, workers,), advocates (does not do anything, but writes to the congressman)Giving – major gifts, direct, online
  • Moving from a fundraising journey to a constituent journeyADD BUBBLES FOR VOLUNTEER, ADVOCATERetailEvents – participantsvolunteers (mentor, coaches, workers,), advocates (does not do anything, but writes to the congressman)Giving – major gifts, direct, online
  • Giving Trends and The Art of The Ask

    1. 1. GIVING TRENDS & THE “ART OF THE ASK”Amy KellingerSenior Marketing Manager 1
    2. 2. CURRENT STATE OF FUNDRAISING - DISCONNECTED CONSTITUENT EXPERIENCES Signs and Donated forwardsParticipated $20,000 toin “Help the 75% of Attended 2 your cause Cause” your of your over 5 petitions campaign special years events last year Volunteered Donated Referred at 5K run event $50 to 10 friends 2 years ago your email to your campaign cause 2
    3. 3. THE SUPPORTER SHIFT 3
    4. 4. DONORS’ PREFERRED CHANNEL(TO RECEIVE INFORMATION FROM YOU) prefer email prefer another channel Source: The Cygnus Donor Survey 2011 4
    5. 5. % OF ADULTS WHO OWN EACH GADGET 5
    6. 6. Source: Morgan Stanley http://www.slideshare.net/CMSummit/ms-internet-trends060710final 6
    7. 7. SOCIAL MEDIA INFLUENCE Average Facebook user has 130 friends 700 billion: number of minutes spent on Facebook per month Average Twitter account has 70 followersMore than 50% of the world’s population is under 30 and have never experienced life without the Internet. 7
    8. 8. DON’T CONFUSE COMMUNICATIONCHANNEL WITH GIVING CHANNEL 8
    9. 9. PREFERRED GIVING CHANNEL Communication Preferences GivingPreferences direct mail other offline email Source: 2011 donorCentrics Internet & Multichannel Giving Benchmarking Report 9
    10. 10. Source: Blackbaud Multi-Channel Giving Infographichttp://www.netwitsthinktank.com/online-fundraising/achieving-better-fundraising-results.htm# 10
    11. 11. Source: Blackbaud Multi-Channel Giving Infographichttp://www.netwitsthinktank.com/online-fundraising/achieving-better-fundraising-results.htm# 11
    12. 12. Source: Blackbaud Multi-Channel Giving Infographichttp://www.netwitsthinktank.com/online-fundraising/achieving-better-fundraising-results.htm# 12
    13. 13. Source: Blackbaud Multi-Channel Giving Infographic 13http://www.netwitsthinktank.com/online-fundraising/achieving-better-fundraising-results.htm#
    14. 14. OVERALL ONLINE GIVING TRENDS – BY ORG SIZE • Online giving experienced growth for most organizations of all sizesSource: Blackbaud 2011 Online Giving Reporthttps://www.blackbaud.com/onlinefundraising 14
    15. 15. OVERALL ONLINE GIVING TRENDS – BY VERTICAL• International Affairs organizations had a significant drop in online giving• Higher Education institutions are shown in the report for the first time 15
    16. 16. OVERALL ONLINE GIVING TRENDS• 35% of online giving happens in the final three months of the year• 20% happens in December 16
    17. 17. OVERALL ONLINE GIVING TRENDS• Healthcare organizations have more distributed online giving• Higher Education has a fiscal year and calendar year bump in online giving 17
    18. 18. DID YOU KNOW…• 87% of nonprofits had at least one online gift of $1,000 or more• The median online gift of $1,000 or more was $1,200• Largest online gift in 2010 was $100,000. In 2011.. $260,000 18
    19. 19. ONLINE GIVING BENCHMARKING – BY ORG SIZE• 6.3% of total fundraising now comes from online giving• Drop from 2010 because of less disaster relief online giving in 2011 19
    20. 20. ONLINE GIVING BENCHMARKING – BY VERTICAL• Healthcare organizations raise the largest percentage from online• Education institutions lag the rest of the nonprofit sector 20
    21. 21. MAKE IT EASY AND FULFILLING FORNEW DONORS TO GIVE ONLINE 21
    22. 22. 22
    23. 23. PEER-TO-PEER FUNDRAISINGSource: Blackbaud Social Giving Infographichttp://www.netwitsthinktank.com/friends-asking-friends/the-power-of-social-fundraising-and-friends-asking-friends-infographic.htm# 23
    24. 24. http://www.blackbaud.com/bb/faf/essentials.aspx 25
    25. 25. PROVIDE MULTIPLE CHANNELS FORHIGHEST LIFETIME VALUE 26
    26. 26. Source: Blackbaud Multi-Channel Giving Infographic 27http://www.netwitsthinktank.com/online-fundraising/achieving-better-fundraising-results.htm#
    27. 27. 28
    28. 28. WHAT DOES MULTICHANNEL LOOKLIKE? 29
    29. 29. WHAT DOES MULTICHANNEL LOOK LIKE?• Online appeals offline donors• Mail appeals online donors and prospects• Everyone with an email address gets: Action alerts Event invitations Monthly e-newsletter Other informational updates and cultivation messages 30
    30. 30. WHAT ARE WE DOING? 31
    31. 31. WHAT DOES MULTICHANNEL LOOK LIKE?• Direct mail bulletins• Monthly e-newsletters• Shared information via Facebook and Twitter, driving traffic back to the main website• Updated content on the main website frequently with stats, videos, blogs 32
    32. 32. 33
    33. 33. THE IMPACT OF MULTICHANNEL ON DONORRETENTION• Almost 15% of HOPE worldwide’s new online donors made a second gift in 2010• Donor value increases each year a donor remains loyal$200$150$100$50 $0 New Online Reactivated 2 Years 3/4 Years 5+ Years Donor Average value of online donor for each year on file Source: Internet Giving Collaborative Benchmark Report donorCentrics™ 34
    34. 34. • Coordinated asks across multiple channels• Easy ways to give via direct mail or online, with check, credit card, or EFT• Updated content on the main website frequently with stats, videos, blogs• Ads and messaging give donors the sense of inclusion, recognition, and insider access 35
    35. 35. 36
    36. 36. 37
    37. 37. 38
    38. 38. CURRENT STATE OF FUNDRAISING - DISCONNECTED CONSTITUENT EXPERIENCES Signs and Donated forwardsParticipated $20,000 toin “Help the 75% of Attended 2 your cause Cause” your of your over 5 petitions campaign special years events last year Volunteered Donated Referred at 5K run event $50 to 10 friends 2 years ago your email to your campaign cause 39
    39. 39. Connecting experiencesUNIFIED VIEW unifiedTHE SUPPORTER JOURNEY | A provides aview Donated $20K to your cause over 5 Signs and years forwards your Volunteered petitions at 5K run event 2 years ago Donated $50 to your email Participated campaign in “Help the Referred Cause” 10 friends campaign to your Attended 2 of your special cause events last year 40
    40. 40. SUCCEEDING THROUGH THE SUPPORTERSHIFTWe must redefine how we engage supporters 41
    41. 41. SUCCEEDING THROUGH THE SUPPORTERSHIFTWe must redefine how we engage supportersWe must connect supporters with one another and with us 42
    42. 42. SUCCEEDING THROUGH THE SUPPORTERSHIFTWe must redefine how we engage supportersWe must connect supporters with one another and with usWe must focus on what makes the supporter care about us first 43
    43. 43. SUCCEEDING THROUGH THE SUPPORTERSHIFTWe are redefining how we engage supportersWe are connecting supporters with one another and with usWe must focus on what makes the supporter care about us firstWe must leverage fundraising as an integral part of engagement 44
    44. 44. SUCCEEDING THROUGH THE SUPPORTERSHIFTWe must redefine how we engage supportersWe must connect supporters with one another and with usWe must focus on what makes the supporter care about us firstWe must leverage fundraising as an integral part of engagementWe must embrace that communication is many-way 45
    45. 45. SUCCEEDING THROUGH THE SUPPORTERSHIFTWe are redefining how we engage supportersWe must connect supporters with one another and with usWe must focus on what makes the supporter care about us firstWe must leverage fundraising as an integral part of engagementWe must embrace that communication is many-way 46
    46. 46. SUCCEEDING THROUGH THE SUPPORTERSHIFTWe are redefining how we engage supportersWe must connect supporters with one another and with usWe must focus on what makes the supporter care about us firstWe must leverage fundraising as an integral part of engagementWe must embrace that communication is many-wayWe must identify tools and processes that make it look easy tothe outside 47
    47. 47. Analyze and Segment and Engage and Appreciate and Identify Target cultivate Retain Measure and Manage Supporter Management Segmentation and Multi-channel Constituent Analytics Modeling Services Marketing Management 48
    48. 48. 1. IDENTIFY YOUR BEST PROSPECTS Analyze and Identify • Wealth Screening • Likelihood to Give • Research and Analytics Analytics 49
    49. 49. 2. TARGET THOSE MOST LIKELY TO GIVE Segment and Target • Data Accuracy • Custom Modeling • Segmentation Services Segmentation and Modeling Services 50
    50. 50. Mobile3. REACH THEM ON THEIR TERMS Social Advocacy Engage and Online Community cultivate Online Giving Email• Major and Planned Giving Web On-line and Off-line Direct Mail• Peer to Peer and FAF Peer to Peer Face to Face Telephone Multi-channel Events Marketing Direct Response TV 51
    51. 51. 4. RETAIN FROM ENGAGEMENT TO GIVING ANDBEYOND Appreciate and Retain • True Constituent Management • Supporter Stewardship • Personalized Communications Constituent Management 52
    52. 52. 5. COMMUNICATE IMPACT Measure and Manage • Peer to Peer Benchmarking • Program and Mission Delivery • Financial Management Supporter Management 53
    53. 53. QUESTIONS 54

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