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All Hands On Deck - How To Launch A Major Campaign In 24 Hours!

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On January 12, 2010, homes, livelihood and lives were devastated as millions of Haitians had the ground shift from beneath their feet. As one of the oldest and largest development organizations …

On January 12, 2010, homes, livelihood and lives were devastated as millions of Haitians had the ground shift from beneath their feet. As one of the oldest and largest development organizations operating in Haiti, Plan has been playing a critical role in the relief and rebuilding following the earthquake. In this session hear how Plan Canada used integrated technology to quickly launch a far reaching, multi-channel campaign to raise millions for a better Haiti. The lessons learned from balancing time, technology and teamwork can be used by any organization looking to grow fundraising revenue.

Presented by Mark Banbury, Vice President & CIO, Plan Canada

Published in: Technology

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  • Design the first studio devoted to training in multi-channel audio.Award winning research into distance education and online interactivity.
  • Total Giving was over $258B
  • Transcript

    • 1. All Hands On Deck Emergency Response Fundraising & How To Launch A Major Campaign In 24 Hours! May 20, 2010 • Mark Banbury • Plan Canada
    • 2. All Hands on Deck! Housekeeping  Reminder to fill out your surveys at the end of the day for a chance to win the iPAD.  If you are tweeting use the tag #bbcsummit. (my twitter account @mbanbury).  If you have a question during the presentation, throw up you hand…no need to wait till the end of the session. Mark Banbury | Page #2 © 2010 Blackbaud
    • 3. All Hands on Deck! Purpose of Today’s Presentation  Some of the lessons learned in emergency response fundraising can be applied to standard appeal based fundraising.  Good underlying processes are needed for success, whether you have 24 hours to plan an appeal, or 24 days.  ...so let‟s look at some lessons learned that can be applied to your daily fundraising. Mark Banbury | Page #3 © 2010 Blackbaud
    • 4. All Hands on Deck! My 60” CV  Vice President and Chief Information Officer, Plan Canada  Director Information Systems and New Media at SickKids Foundation  Associate Professor of Radio and Television at Ryerson University. Developed Canada‟s first university online radio station. Research into distance learning online (before any courses were on the Internet). Mark Banbury | Page #4 © 2010 Blackbaud
    • 5. All Hands on Deck! Plan International Overview We are an international NGO operating in 65 countries worldwide We raise funds in 19 countries, and use our funds for Child Centred Community Development projects in 48 countries. Globally last year we raised over $600 million to support our projects. 72% of that income comes from child sponsorship (recurring giving) Plan Canada Overview We are one of the largest of the 19 fundraising entities contributing over $106 million last year to the global pool. We have over 192,000 active recurring gifts. Only 64% of our revenue comes from child sponsorship. Mark Banbury | Page #5 © 2010 Blackbaud
    • 6. All Hands on Deck! Growth In Revenue: 2005-Present $120,000,000 $100,000,000 $80,000,000 $60,000,000 $40,000,000 $20,000,000 $0 FY'05 FY'06 FY'07 FY'08 FY'09 FY'10 (forecast) Mark Banbury | Page #6 © 2010 Blackbaud
    • 7. All Hands on Deck! Total Giving – USA - 2008 Foundations $32.65 B Health 13% $21.64 B 8% Education $40.94 B Public Socity, 16% $23,88 B 9% Arts & Culture $12,79 B 5% International Affairs $13.3 B 5% Enviroment & Animals $6.58 B Religion 3% $106.89 B 41% Source: Giving USA Mark Banbury | Page #7 © 2010 Blackbaud
    • 8. All Hands on Deck! Lesson#1 – Know the Players/Know the Team  Who is on your team?  What are their roles?  When you are planning on launching an appeal, who is at the table?  You can position yourself for success only when you are all working together. Mark Banbury | Page #8 © 2010 Blackbaud
    • 9. All Hands on Deck! From: ERT Co-ordinator Sent: Tuesday, January 12, 2010 5:14 PM Subject: Haiti earthquake There was an earthquake in Haiti five minutes ago Will keep u posted… Mark Banbury | Page #9 © 2010 Blackbaud
    • 10. All Hands on Deck! From: Banbury, Mark Sent: January-12-10 5:16 PM Subject: RE: Haiti earthquake Magnitude 7.0...this could be large... Mark Banbury | Page #10 © 2010 Blackbaud
    • 11. All Hands on Deck! Haiti earthquake  7.3-magnitude earthquake struck Haiti on January 12th, 2010.  Estimated 3-5 million affected, 222,517 killed, 300,000 injured  Homeless: 1.9 million – including 1.2M in Port-au-Prince  Displaced children: 450,000  Most affected areas are in the South West and Central provinces  Most affected cities: Port-au-Prince, Carrefour, Leogane, Gressier, Jacmel and Croix de Bouquet.  Institutional crisis: Govt of Haiti, UN, NGOs – leadership killed. Mark Banbury | Page #11 © 2010 Blackbaud
    • 12. All Hands on Deck! Haiti Earthquake • Plan is one of most established NGOs working in Haiti (since 1973). • Plan‟s main focus is to help children and families by providing water and sanitation, food, medical care, shelter and child protection. Mark Banbury | Page #12 © 2010 Blackbaud
    • 13. All Hands on Deck! Lesson: Be Ready  Within 1-2 hours after the earthquake: Website had a donation form live. Web update posted. Appeal codes created. Campaign and funds setup. Segmentation had begun on e-mail/direct mail lists. Email appeal copy was started. Direct mail appeal copy was started. Spokespeople were identified and media was contacted. Facebook and Twitter updates done. Mark Banbury | Page #13 © 2010 Blackbaud
    • 14. All Hands on Deck! LESSON: Setup for Success  We made sure our campaigns, funds and appeals were setup and ready to go: Campaign: 10MKT, 10DEV-MG, 10DEV-COR Fund: PENHAITI Appeal: 10MKAPHAEIN0112XXXXX Mark Banbury | Page #14 © 2010 Blackbaud
    • 15. All Hands on Deck! LESSON: Setup for Success  We made sure our campaigns, funds and appeals were setup and ready to go: Appeal structure example: 10 MK AP HAE IN 01 12 XXX XX 10 MK AP HAE DM 01 16 AS3 XX 10 DC AP HAE UN 01 14 XXX XX Mark Banbury | Page #15 © 2010 Blackbaud
    • 16. All Hands on Deck! LESSON: Setup for Success  We made sure our campaigns, funds and appeals were setup and ready to go: Appeal structure example: 10MKAPHAEIN0112XXXXX 10MKAPHAEDM0116AS3XX 10DCAPHAEUN014XXXXX Mark Banbury | Page #16 © 2010 Blackbaud
    • 17. All Hands on Deck! LESSON: Think About Reporting At The Start Mark Banbury | Page #17 © 2010 Blackbaud
    • 18. All Hands on Deck! LESSON: Think About Reporting From The Start Excel Reporting Example Mark Banbury | Page #18 © 2010 Blackbaud
    • 19. All Hands on Deck! Build A Web Presence  It‟s more than just donations…. ITS ABOUT STORY TELLING! Mark Banbury | Page #19 © 2010 Blackbaud
    • 20. All Hands on Deck! Mark Banbury | Page #20 © 2010 Blackbaud
    • 21. All Hands on Deck! Use Free Tools to Tell The Story Mark Banbury | Page #21 © 2010 Blackbaud
    • 22. All Hands on Deck! Use Free Tools to Tell The Story Mark Banbury | Page #22 © 2010 Blackbaud
    • 23. All Hands on Deck! Use Free Tools to Tell The Story Mark Banbury | Page #23 © 2010 Blackbaud
    • 24. All Hands on Deck! Use Free Tools to Tell The Story Mark Banbury | Page #24 © 2010 Blackbaud
    • 25. All Hands on Deck! Example: Google Translate Mark Banbury | Page #25 © 2010 Blackbaud
    • 26. All Hands on Deck! LESSON: Segment Your Donors – The Right Message Sponsors With Children In Haiti All Other Email Addresses French Sponsors /Non-sponsors Mark Banbury | Page #26 © 2010 Blackbaud
    • 27. All Hands on Deck! Segment Your Donors – Deliver The Right Message Sponsors Who Sponsors With Have Donated Children In Haiti Sponsors Who Haven‟t Donated Donors Who Have All Other Email Donated Addresses Donors Who Haven‟t Donated French Sponsors /Non-sponsors Mark Banbury | Page #27 © 2010 Blackbaud
    • 28. All Hands on Deck! Gauging Reaction  Email from a donor: “Just wanted to let you know that about an hour after I talked with you I got a email request for donation ( the phones were busy so I was going to try later!). It was incredibly well written and laid out. The donation process was easy and quick. Excellent information.” Mark Banbury | Page #28 © 2010 Blackbaud
    • 29. All Hands on Deck! Email Results Mark Banbury | Page #29 © 2010 Blackbaud
    • 30. All Hands on Deck! Email Results Mark Banbury | Page #30 © 2010 Blackbaud
    • 31. All Hands on Deck! Email Results Mark Banbury | Page #31 © 2010 Blackbaud
    • 32. All Hands on Deck! LESSON: Make Your Content Compelling/But be Genuine Mark Banbury | Page #32 © 2010 Blackbaud
    • 33. All Hands on Deck! LESSON: Integrate Your Systems •No more islands/build bridges •Web/Call Centre/DRM/GL /Reporting should all be talking the same language Blackbaud NetCommunity #1 Blackbaud NetCommunity #2 Load Balanced Web Servers in real time. Call Centre •One view of the donor. Major Gifts Gift Planning Program Managment •One system of record. eBanking Tax Receipting CRM/DRM System General Ledger Reporting System Mark Banbury | Page #33 © 2010 Blackbaud
    • 34. All Hands on Deck! LESSON: Clarify Decision Making  Moving forward with clarity and a clear sense of direction shouldn‟t be stopped by building total consensus.  Have the right people make the right decisions, at the right time. Mark Banbury | Page #34 © 2010 Blackbaud
    • 35. All Hands on Deck! Text Messages and Haiti  In the first 36 hours, in North America over $7M was raised thru text donations.  After 1 week, over $27M was raised.  Estimated that over $50M was raised.  Red Cross (US) raised over $32M.  This was all done in $5 or $10 amounts.  Downside: Slow disbursements, costly to reconnect with donors, no track record of conversion to regular givers. (Source: Mobile Giving Foundation). Mark Banbury | Page #35 © 2010 Blackbaud
    • 36. All Hands on Deck! LESSON: Mobile Has Come of Age • Cost has dropped to a flat $0.25 per donation, regardless of amount. • Cost is still high for text message blasting (about $0.25 a message). • Get your shortcode(s) registered! Make a $5 donation! Updates by text! Text HOPE to 30333, and a one-time Text PLAN to 25252 to register for Plan Canada donation of $5 will be added to your “Because I am a Girl” mobile subscription alerts. mobile phone bill or deducted from We’ll keep you updated on our mission to elevate your prepaid balance. empowerment for girls around the world. Standard rates apply. Mark Banbury | Page #36 © 2010 Blackbaud
    • 37. All Hands on Deck! Social Media • 86% have a presence on commercial social networks in general, and 74% are on Facebook. • 81% said their primary purpose for having a presence on these networks is marketing. • 81% allocate at least 0.25 FTE to the networks. • Avg. Facebook community size is 1,369. • Avg. Twitter following is 291, LinkedIn community is 286, and YouTube is 268.  http://nonprofitsocialnetworksurvey.com Mark Banbury | Page #37 © 2010 Blackbaud
    • 38. All Hands on Deck! LESSON: Haiti was the “Twitter Disaster”  People found out about the disaster.  Talked about the disaster.  Found out where to give their donations to.  Mobilized their friends.  Blogged.  Discussed.  Debated  Shared.  ALL ON SOCIAL MEDIA. Mark Banbury | Page #38 © 2010 Blackbaud
    • 39. All Hands on Deck! Mark Banbury | Page #39 © 2010 Blackbaud
    • 40. All Hands on Deck! Mark Banbury | Page #40 © 2010 Blackbaud
    • 41. All Hands on Deck! Social Media Driving Traffic Mark Banbury | Page #41 © 2010 Blackbaud
    • 42. All Hands on Deck! Mark Banbury | Page #42 © 2010 Blackbaud
    • 43. All Hands on Deck! Utilize the Channels • Web Page • Banner Ads • Email • Direct Mail • Facebook • Message • Twitter Blasting • SMS • Call Centre • Google Maps • Newspaper • Events • Radio • Major Gifts • Corporate Mark Banbury | Page #43 © 2010 Blackbaud
    • 44. All Hands on Deck! Events Mark Banbury | Page #44 © 2010 Blackbaud
    • 45. All Hands on Deck! LESSON: Multichannels are now the norm.  No one channel stands alone.  Your donors give to different channels depending on their wishes, and the effort to move the to other channels is likely not worth the payoff. Text: Immediacy, only small and limit amounts. No touch. Web: Immediacy, variable amounts. No touch. Phone: Quick, allows you to engage with the donor. Low touch. Direct Mail: Slow. Long lead time, and greater processing time. Medium touch. Events: Resource intensive, higher touch. Major Gifts/Corporate: Longer lead time for personal relationships. High touch. Mark Banbury | Page #45 © 2010 Blackbaud
    • 46. All Hands on Deck! Haiti Earthquake: Cumulative Donations by Day ($s)* TOTAL ONLINE PHONE MAIL OTHER $3,500,000 $3,000,000 $2,500,000 $2,000,000 $1,500,000 $1,000,000 $500,000 $0 12 14 16 18 20 22 24 26 28 30 01 03 05 07 09 11 n- n- n- n- n- n- n- n- n- n- b- b- b- b- b- b- Ja Ja Ja Ja Ja Ja Ja Ja Ja Ja Fe Fe Fe Fe Fe Fe *Processed as of March 3, 2010 Mark Banbury | Page #46 © 2010 Blackbaud
    • 47. All Hands on Deck! LESSON: Use your existing data/review your data Mark Banbury | Page #47 © 2010 Blackbaud
    • 48. All Hands on Deck! LESSON: Spread the Message Mark Banbury | Page #48 © 2010 Blackbaud
    • 49. All Hands on Deck! Search Engine Marketing Mark Banbury | Page #49 © 2010 Blackbaud
    • 50. All Hands on Deck! LESSON: Joining Together  Telethon: first time ever Plan joined with nine other NGOs. Raised over $13.6 million in one evening. Mark Banbury | Page #50 © 2010 Blackbaud
    • 51. All Hands on Deck! Canada for Haiti  Over 183,519 Facebook likes.  Thousands of tweets Mark Banbury | Page #51 © 2010 Blackbaud
    • 52. All Hands on Deck! Leverage the Media  All major national and regional networks in Canada  Over 400 media hits internationally  Plan was one of the „go to agencies‟ for child protection  Interviews from Canada, Haiti, directly from the field  Web, blogging, twitter, Facebook Mark Banbury | Page #52 © 2010 Blackbaud
    • 53. All Hands on Deck! Canadian media coverage helped drive donations  Plan Staff have been interviewed and quoted in 62 print articles and radio and TV broadcasts  We received positive coverage in virtually all major and regional media outlets, including CBC TV and Radio, CTV, Global TV, Globe and Mail, Toronto Star, and Maclean‟s  “Accepting donations” listings ran in media outlets ranging from the Miramichi Leader to the biggest papers and broadcasters in the country Mark Banbury | Page #53 © 2010 Blackbaud
    • 54. All Hands on Deck! LESSON: Telling the story ITS ABOUT STORY TELLING! Find ways to connect donors with your cause…. Mark Banbury | Page #54 © 2010 Blackbaud
    • 55. All Hands on Deck! Telling the Story - Video Mark Banbury | Page #55 © 2010 Blackbaud
    • 56. All Hands on Deck! Telling the Story - Blogging  20 January 2010: 6am: We get an unscheduled tectonic alarm call. A groaning, gut-shaking rumble is all around us. I am half awake, thinking about the day‟s plans. The earth is shifting under my feet. I leap up and hear alarm shouts from my colleagues in numerous languages around me, but they are only shapes in the half light – and I can‟t find my glasses. The roof groans, rattles and things fall in the dark. My heart has jump started, and my legs propel me forward. But my brain says „head under the desk„. Two years of living in Japan and numerous drills have me conditioned that this is what to do. Stuart Coles - Plan Mark Banbury | Page #56 © 2010 Blackbaud
    • 57. All Hands on Deck! Telling the Story - Web Mark Banbury | Page #57 © 2010 Blackbaud
    • 58. All Hands on Deck! Telling the Story - Facebook Mark Banbury | Page #58 © 2010 Blackbaud
    • 59. All Hands on Deck! LESSON: Using The Right Technology • Using technology doesn‟t mean using the latest and greatest…better impact can be had from using the right technology. Mark Banbury | Page #59 © 2010 Blackbaud
    • 60. All Hands on Deck! Today’s Technology allows you to be targeted… • If you have the grounding of a good DRM system, you can deliver the right content to your donors. • You need good integration between your front end and your back end Web Site Donor DRM E-mail Donor SMS Donor Mark Banbury | Page #60 © 2010 Blackbaud
    • 61. All Hands on Deck! Keeping Donors Updated - Voiceblasting  For all the sponsors who we didn‟t have e-mails for (we had about 50% of sponsors with current e-mail) we needed another way to connect.  We used voiceblasting to let sponsors know what Plan was doing to assist their sponsored child in Haiti.  The following voiceblast was sent out less than 48 hours after the earthquake. Mark Banbury | Page #61 © 2010 Blackbaud
    • 62. All Hands on Deck! The Voiceblast This is a call from Plan Canada to our loyal donors who are sponsors of children in Haiti. As you may know, Haiti was struck by an earthquake yesterday evening. Although specific information is currently unavailable, preliminary reports are stating that the destruction is quite extensive. As a sponsor of a child in Haiti, you must be hearing this news with great concern. Unfortunately, since communications are limited and the degree of devastation is unknown, Plan is unable to offer news on individual sponsored children at this time. We can assure you that Plan staff have been on the ground since the quake struck and are well positioned to provide emergency assistance. We will provide updated information once we know more. In the meantime, please go to plancanada.ca for the most current information concerning Plan in Haiti. Thank you for your ongoing commitment to the children in Haiti. Runs 0:55 Mark Banbury | Page #62 © 2010 Blackbaud
    • 63. All Hands on Deck! Voiceblast – The Tech  Need to partner with a telecom provider that has this service (we use a group called TCN broadcasting).  Need to record and upload your script.  You can do customization with donor name or account numbers.  Cost is about $0.02 a message. Mark Banbury | Page #63 © 2010 Blackbaud
    • 64. All Hands on Deck! LESSON: Creativity Can Come Out of Adversity  Plan/Plan Canada needed to create a whole new sponsorship product as a result of the Haiti disaster…. Mark Banbury | Page #64 © 2010 Blackbaud
    • 65. All Hands on Deck! Mark Banbury | Page #65 © 2010 Blackbaud
    • 66. All Hands on Deck! LESSON: Share Your Success With Your Staff Mark Banbury | Page #66 © 2010 Blackbaud
    • 67. All Hands on Deck! Haiti Fundraising Response Individual/Corporate* • $3,484,145 processed to date • 22,124 donors • 22,833 gifts • $152.59 average gift • Canada for Haiti: $1.3M • Contributions-in-Kind: Drugs and ORS: $13 million • 19% of donors were new to Plan!!! *Processed as of May 18, 2010 Mark Banbury | Page #67 © 2010 Blackbaud
    • 68. All Hands on Deck! Lessons Learned….  Teamwork  Preparedness  Segmentation  Good Story telling  Use your data  Clear decision making  The right technology  Creativity  Share your success Mark Banbury | Page #68 © 2010 Blackbaud
    • 69. All Hands on Deck! Questions??? ? ? ? ? ? ? ? ? ? ? ? ? ? ? Mark Banbury | Page #69 © 2010 Blackbaud
    • 70. All Hands on Deck! Thank You • Mark Banbury Vice President and CIO, Plan Canada 95 St. Clair Ave. W. Toronto, ON, M4B 3B5 Canada (e) mbanbury@plancanada.ca (w) http://plancanada.ca @mbanbury Mark Banbury | Page #70 © 2010 Blackbaud
    • 71. All Hands On Deck Emergency Response Fundraising & How To Launch A Major Campaign In 24 Hours! May 20, 2010 • Mark Banbury • Plan Canada