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DM 201: Multi-Channel Marketing - March 29, 2017
- 1. Presented by: Barb Perell Mark Mitchell DM201: March 29, 2017 * Multi-Channel Marketing – 28 tips on how to integrate for fundraising success
- 3. 3 *Multi-channel everywhere – examples from real life
- 4. 4 *So, why is multi-channel important in fundraising? Income by Channel 60% 65% 70% 75% 80% $0 $20 $40 $60 $80 $100 $120 DM, TM and Web DM and Online Online Only DM and TM DM Only Income/Member Average Gift Retention Donor metrics by number and mix of channels
- 5. 5 *And now for the tips… #1: Integrate to avoid confusion and channel overload vs.
- 6. 6 *#2: Follow up direct mail with email
- 7. 7 Pre-DM email Post-DM email *#3: Test cadence of email and direct mail touchpoints
- 8. 8 *#4: Ask for email everywhere! Credit: Brooklyn Museum
- 9. 9 *#5: Include donation URL on direct mail reply device
- 10. 10 *#6: Include a donation .pdf mail-in form link in email
- 11. 11 *#7: Use email to save direct mail costs *Send email notice ahead of R1 direct mail notice. *Renews people early. *Saves direct mail costs because you can remove them from the mail. *Creates urgency by asking for response before direct mail data is pulled. Subject line: Renew your membership by October 21
- 12. 12 *#8: Insert press release or “internal” email in direct mail
- 13. 13 *#9: Test social engagement in direct mail
- 14. 14 *#10: Share video as a thank you for an online gift
- 15. *#11: Send text messages with email or to drive site traffic
- 16. 16 *#12: Drive site traffic from social with engagement opportunities
- 17. 17 *#13: Promote donating after online advocacy Send directly to donation page after action and follow up with a fundraising email a few days later.
- 18. 18 *#14: Promote donating after online engagement; coordinate with direct mail
- 19. 19 *#15: Test different thank you cultivation formats $0K $100K $200K $300K $400K Under $25 $25-49 $50-99 $100-249 $250+ Mail and Phone Phone Only Mail Only No Contact
- 20. 20 *#16: Send email and serve up Facebook ads or Promoted posts *Also leverage custom audiences – upload email list to find lookalikes and target with Facebook ads
- 21. 21 *#17: Cross post action and engagement opportunities to visual social channels
- 22. 22 *#18: Retarget website visitors with online ads
- 23. 23 *#19: Multi-channel: not just for low$ donors • Incorporate both direct mail and email asks (which return a higher average gift – 19% for NPCA). • In addition to renewal and appeal asks, newsletter, report, and cultivation direct mail campaigns are very effective, making up 22% of the program’s entire net income. • Upgrade invitations to this level are also conducted through the mail, phone and email.
- 24. 24 *#20: Test sustainer invites and upgrades beyond the phone
- 25. 25 *#21: Add online petition prospects to direct mail acquisition *After receiving the welcome series non-donors are rolled into the direct mail acquisition in addition to receiving online acquisition emails. *Added 25% in revenue to the overall revenue brought in by the petition signers. *Decreased ROI timeframe by months.
- 26. *#22: Coordinate with on-site marketing efforts *Train on-site staff to promote membership and collect email addresses; use incentives as needed. *Conduct on-site “Membership Month” campaign in conjunction with efforts in other channels (i.e. online, phone, DM buckslips). *Display membership brochures everywhere visitors are – refreshment areas, ticket windows, restrooms, elevators, parking garages. *Offer on-site discounts specifically for members. *Email list building on-site or at events via iPads or kiosks
- 27. 27 *#23: Call offline-acquired donors *Recently acquired canvass donors (30-60 days) should be tested in your Sustainer Invite calling program to increase retention. *Upgrade and recapture DRTV sustainers via phone – 25-30% upgrade of sustainers and $5-$7 monthly increase; 20-25% recapture of lapsed sustainers.
- 28. 28 *#24: Send email before or after telefundraising call Subject: We'll talk with you soon
- 29. 29 *#25: Conduct sustainer invitation call to online petition site activists 1xGift Sustainer Avg. Sust. Gift 6.44% 2.99% (all CC) $11.35 * After 1-5 online Care2 environmental petitions, they are rolled into a Sustainer calling program and segmented according to number of petitions the prospect signed. * Long term value of calling online petition signers with sustainer invite; break-even after 1st year. * Sustainer stream ensures longer retention of newly acquired donors. * Sustaining donors are oftentimes a solid source of planned gifts. Sustainer Acquisition Program for National Environmental Nonprofit:
- 30. 30 *#26: Analyze all channels together • Reviewing revenue by channel shows which channels are strongest and the timeline for growth of newer channels. Online revenue by join source • Analyze each channel’s revenue by join source - this example shows the impact of direct mail on online revenue in a multi-channel program.
- 31. 31 *#27: Think outside the box to reach new audiences in new places
- 32. 32 *#28: Put it all together when it matters
- 33. *THANK YOU! Mark Mitchell Vice President of Business Development mmitchell@sdatel.com Barb Perell Vice President of Marketing barbp@avalonconsulting.net
Editor's Notes
- We are multi-faceted people, so we should get multi-faceted communications.
- Vet – postcard, phone call, email US Weekly – magazine, twitter Be where your audience is, give them options!
- Plus, reason to NOT do everything online only – less than 10% of giving is online, 3% of offline donors renewed online, 32% of online donors will give offline the next year Review revenue by channel so as not to cut out productive channels. Track the channel subsequent revenue for joins in each channel (e.g. bulk of online revenue comes from DM joins in a lot of cases). look at DM list performance with online gifts: Matchback analysis – 3% of offline donors renewed online, 32% of online donors renewed offline (2011 donorCentrics Internet and Multichannel Giving Benchmarking Report)
- Grid schedules, develop creative and pull data together to save time and money. Integrate communications to avoid confusion and save time; don’t be dissuaded by how many channels are available – only use what makes sense for your program/campaign.
- Mirroring direct mail campaigns in email reinforces messaging and provides more giving options for the donor. Renewals are a great example of where mirror campaigns can be effective - client example, expanded and enhanced eRenewal series > raised more eRenewal revenue and didn’t cannibalize the direct mail renewals. AND saved money by adding an R0 (more on that later!)
- More renewed off pre-email. Post email timed after in-house date for DM.
- On-site kiosk, DM reply, TM, inbound membership/customer service calls, events, gift shop or ticket cashier, online, social, text, etc.
- First tested in 2013, initially test segment had almost 2x better response, re-test showed less drastic results, but no negative impacts so it was rolled out with a separate source code.
- Client example: environmental org tested into including deadline (R1 DM data pull date) Client example: museum added eR0 and eR3.2 on day of expire to add urgency, save future DM notices These “extra” efforts motivate response by saying the donor won’t get something (more mail) or will get something (their benefits won’t lapse)
- 3rd highest grossing DM appeal of the year (September), strong response and net because package was inexpensive.
- Didn’t change look of pkg – only included poster as engagement device. Bit of a brand change for acquisition, bringing people on differently. TEST because this bombed for them – control .42% with $29 AG 315 gifts, test had .29% with $26.50 AG, 215 gifts, costs about the same, companion online fundraising didn’t do well either. Kept look, blue carrier, updated teaser, 1 page letter + include poster – messaging changed, same look Other engagement devices – bookmarks – do well for them. If orgs have new flashy marketing campaign, don’t necessarily change everything to match the marketing campaign because everyone knows your existing brand. Stephanie wrote book – reurbanization, ppl moving back to cities and rehabilitating, new member card has buildings, still about places that matter, but still about buildings.
- Nice cultivation to reinforce the warm fuzzy of having just donated
- Breaking up fundraising by offering different engagement opportunities: learn more/read content on website, submit a message, take action
- Stats – most successful eAcq, good chunk of money (27% first time we did this campaign) came in on first email after signing petition. More than anticipated because it was a soft ask. ALSO: Promote social sharing after online donation or action Blackbaud 50 stats: 73% of nonprofits didn’t offer a “share” option after an online donation.
- Annual campaign 6 years running, can add elements each year (e.g. more aggressive post-vote ask, social sharing, etc.).
- Musuem TM cultivation – cost money, didn’t necessarily boost FR as we hoped Email “postcard” vs. mailed postcard ahead of renewal DM Environmental org cultivation testing– no contact, mail only, phone only, mail and phone - red, green or purple are not better than blue (no contact) except in high$ segments, we saw with the new join group – if you’re going to spend money on cultivation, spend it on the $100+ new joins because the additional contact DOES help. The chart looks at value after 13 months post contact.
- Museum example: In six months the people brought on the list have donated half of what it cost to get them. Predict a relatively quick ROI.
- FS: Even though TM has traditionally been strongest sustainer recruitment channel, it was cost prohibitive so they tried an online series. The campaign’s message focused on storytelling and was reinforced through other channels, with an ask in Farm Sanctuary’s monthly e-newsletter and on its home page. Exceeded goal of 200 new sustainers (brought in 300), added new sustainers immediately—while telemarketing fulfillment can takes 2-6 months. Upgrade of 2.58% vs. TM upgrade of 1.69% and 1.99% NMAI: Included DM sustainer invite since 2013, kept TM and added e-sustainer efforts, too. DM invites have had some up and down performance, but are strong enough to repeat year after year in conjunction with other channels.
- Update with JFKC – Centennial campaign?
- Head’s up about TM call Send immediately after call with online fulfillment option, landing page specific to TM campaign Send mailed fulfillment letter if no online fulfillment after online reminder (usually 7 days). “No gift” during phone call = 10X more likely to give at next point of contact (whether it be mail or another call);
- Direct mail with QR code, Email, Pre-written social media posts, Phone, Face to Face, Campaign-specific acks To reach millennials: Pop up dinners, yellow coaster hunt online contest 2013 “Heal Children Heal Detroit” campaign – 2014 campaign of the year by Nonprofit Pro: http://www.nonprofitpro.com/article/2014-gold-awards-fundraising-campaign-year-the-childrens-center/
- Farm Sanctuary Hudson Valley Rescue – Email, Website, Social (#donate), Reinstatement telemarketing, Video, Press