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Boston Session: Best Practices in   Integrated Multi-ChannelFundraising and Communications Brian O’ Donnell, ASI Karla Cap...
Agenda•   Why Integrate?•   Acquisition techniques•   UCS Campaign•   Mobile + Social Media•   Break 10 mins•   Q and A + ...
“Proven full cycle process of continuous     performance Improvement”                www.advsol.com
Who we are• Privately-Held - 20-Years – solely focused on non-profits 200 + employees - USA, Canada, UK & Australia• $40 ...
WhyIntegrate?    www.advsol.com
Most donations come in  through the mailDistribution of All Gifts                  Distribution of New Donors      by Chan...
Online giving continues to grow               www.advsol.com         Source: Target Analytics
More donors coming in online          Trends in the Percent of Donors Giving Online                        2006-2010 Media...
Donors acquired online are younger       and have higher incomes                           www.advsol.comSource: Target An...
Donors acquired online                     give larger gifts                           Revenue per New Donor              ...
Other findings of interest:•   Retention•   Lifetime value•   Migration of channel•   Lifetime value if the donor switches...
What are you doing  to grow your  prospect listwww.advsol.com
Growing your Prospect List…offline•   List rental•   Swapping lists•   List append•   Events                     www.advso...
Growing your prospect list…online   •   Petitions                     • Light Box   •   Pledges                       • Vi...
Let your voice be heard         www.advsol.com                          15
Provide opportunities to “step up”              www.advsol.com
All areas have pledge opportunities                                1,000 registrants                                per mo...
Downloadable Materials & Other Incentives                www.advsol.com
Sweepstakes                    12,000 entrants                    with plans to                    repeat the             ...
Chaperoned eMail Campaign         www.advsol.com
You Have to Ask     www.advsol.com
Donations integrated directly into FB               www.advsol.com
Take advantage of moments                            160,000                              40,000           www.advsol.com
Lightbox www.advsol.com
Welcome SeriesNew Prospects        Part 1            Part 2             Pledge,                                           ...
Welcome Series
Integrated multi-channel campaignsReceive Thank You Welcome                Premium              Direct Mail Pkg1st Gift   ...
If I signed up today, what would I experience?                   www.advsol.com
www.advsol.com
Who we are• $22 million annual income• 85% from individual  members• 81,000 members   • 41% have working     emails on fil...
Online Income$1,400,000$1,200,000$1,000,000 $800,000 $600,000 $400,000 $200,000       $0             2007      2008       ...
Percent of current year donors              by giving type90%                            80%80%70%60%50%40%30%20%       17...
Percent of new donors giving online45%40%35%30%25%20%15%10%5%0%      2007   2008          2009      2010   2011           ...
$250.00                                                Current year revenue                                               ...
What are we doing  to integrate?      www.advsol.com
Driving our offline donors          online                   www.advsol.com
Giving offline donors opportunities   to give us their email address              www.advsol.com
Online appeals                    offline donors                 www.advsol.com
Coordinating topics across channels              www.advsol.com
Coordinating non-fundraising online and        offline content as well                www.advsol.com
Social Media   www.advsol.com
Testing www.advsol.com
Campaign Example     www.advsol.com
www.advsol.com
www.advsol.com
ROI?                                       2010        2011Consulting costs                       $ 14,000    $ 7,000Adver...
www.advsol.com
Artez Interactive•   Leading global digital fundraising company•   Mobile and social fundraising pioneers•   Multichannel ...
Multichannel Digital Fundraising             www.advsol.com
Mobile Awareness  Smartphone sales surpass computer sales globally. Your supporters arereading your appeals   on their mob...
Big Browser…Mobile Web Browser…          www.advsol.com
Mobile Web Browser…• No limit on donation amount• Complete donor data• Instant tax receipting• Full branding & customizati...
35% of all US adults have Apps on their      phones. - Pew Internet        www.advsol.com
Apps facilitate engagement,communications,& donations Fundraisers can access iPhone or Android address books to quickly em...
#1 Where can you get started?         Are your website and forms          optimized for the mobile               web brows...
#2 Where can do you get started?                               Are your emails                              optimized for ...
#3 What do YOUR trends look like?                            10% of traffic to Artez                            donation p...
#4 QR Codes      www.advsol.com~2%
Remember:Mobile is a complementary strategy ...         http://m.umuc.edu                www.advsol.com
Social Media & Fundraising Reality ...     70% of charities raising over $100k have         budgets of $5 million or more....
Big surprises? The majority of nonprofits areraising $0 - $1,000 on Facebook.80% raised $0 from YouTube, LinkedIn, Flickr....
Why engage in social media?• Your donors & supporters are there• Your sponsors & media contacts use this tool• An addition...
How are charities using social media?Most US charities regularly update 1 to 3 social media channels.                     ...
Industrys attitude towards social media                                  Attitudes are                                  pe...
Positive news ….Online donation is the fastest growing givingchannel.Lower acquisition cost:         Direct mail = $1.25  ...
Participants using social media in fundraising events raise more money on average than           participants that don’t. ...
Key… drive conversion toyour website for     action             www.advsol.com
12% Facebook         2% Mobile FacebookFacebook: A top referrer to   our donation pages.         Yours?           www.advs...
Start with an assessment: Your metrics                    Which actions happen                    from traffic referred by...
What’s Trending Now?        www.advsol.com
Social Login    www.advsol.com
Facebook Single Sign-On                 77% of social media                  users prefer social                  login to...
Facebook Connect & PayPalon Mobile Donation Forms          www.advsol.com
Mobile Web Optimized Fundraising Pages                  Enables your event                  participants to easily        ...
Add mobile donation to your fundraising campaign:Direct your mobile web donors to your secure mobile donation form through...
Add iPhone & AndroidMobile Apps to your event                  Our fundraisers using Apps, mobile                  web, an...
Facebook Social Fundraising App              App on Facebook Timeline             www.advsol.com
Open Graph Donations on     Timeline App   www.advsol.com
Donors Games   www.advsol.com
Corporate Sponsor Challenges                                           http://bit.ly/artezmobileCharacteristics: The cause...
Integration with offline events             www.advsol.com
Take advantage of offline buzz   www.advsol.com
Alternative Giving Programs           www.advsol.com
www.advsol.com
3rd party Peer-2-Peer Fundraising              www.advsol.com
www.advsol.com
Open up the dialogue, encourage socialconnections                    www.advsol.com
One size doesn’t fit all          www.advsol.com
Make conversion your goal  3% to 6%             www.advsol.com
Contact informationBrian ODonnell: Bodonnell@advsol.comKarla Capers: kcapers@ucsusa.orgJames Campbell: jcampbell@artez.com...
Choose your words carefully  The power of words to radically change your   message and your effect upon the world!        ...
Helpful Resources The Nonprofit Evolution: Six Smart Ideas to Improve Your Organizations  Efficiency, Customer Service, a...
How are you doing compared to your peers online?                    www.advsol.com                 Source: M & R Study
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Best Practices in Integrated Multi-Channel Fundraising and Communications

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  • Transcript of "Best Practices in Integrated Multi-Channel Fundraising and Communications"

    1. 1. Boston Session: Best Practices in Integrated Multi-ChannelFundraising and Communications Brian O’ Donnell, ASI Karla Capers, UCS James Campbell, Artez March 8th 2012 www.advsol.com
    2. 2. Agenda• Why Integrate?• Acquisition techniques• UCS Campaign• Mobile + Social Media• Break 10 mins• Q and A + Discussion www.advsol.com
    3. 3. “Proven full cycle process of continuous performance Improvement” www.advsol.com
    4. 4. Who we are• Privately-Held - 20-Years – solely focused on non-profits 200 + employees - USA, Canada, UK & Australia• $40 m in annual revenues, profitable – 3000 + customers – Open culture and proven partner network – Great hands-on support – Continuously investing in R & D, focused on one solution – Leading web and server based solutions – Acquisition-Engagement-Measurement-Growth www.advsol.com
    5. 5. WhyIntegrate? www.advsol.com
    6. 6. Most donations come in through the mailDistribution of All Gifts Distribution of New Donors by Channel by Channel 2010 Medians 2010 Medians 79% 76% 16% 10% 11% 8%Online Mail Other Joined Joined Joined Offline Online by Mail by Other Offline www.advsol.com Source: Target Analytics
    7. 7. Online giving continues to grow www.advsol.com Source: Target Analytics
    8. 8. More donors coming in online Trends in the Percent of Donors Giving Online 2006-2010 Medians 16% 14% 12% 10% 9% 9% 7% 8% 6% 7% 5% 5% 2007 2008 2009 2010 2007 2008 2009 2010 2007 2008 2009 2010 New Donors Multi-Year Donors All Donors www.advsol.com Source: Target Analytics
    9. 9. Donors acquired online are younger and have higher incomes www.advsol.comSource: Target Analytics
    10. 10. Donors acquired online give larger gifts Revenue per New Donor by Origin Channel 2010 Medians $62 $32 Joined Online Joined by Mail www.advsol.comSource: Target Analytics
    11. 11. Other findings of interest:• Retention• Lifetime value• Migration of channel• Lifetime value if the donor switches channel www.advsol.com
    12. 12. What are you doing to grow your prospect listwww.advsol.com
    13. 13. Growing your Prospect List…offline• List rental• Swapping lists• List append• Events www.advsol.com
    14. 14. Growing your prospect list…online • Petitions • Light Box • Pledges • Viral • Newsletters • Chaperoned • Downloads email • Sweepstakes • Social Media • Physical Goods • Surveys / • Viral / Share competitions • Care2/Change.org • Online Ads www.advsol.com
    15. 15. Let your voice be heard www.advsol.com 15
    16. 16. Provide opportunities to “step up” www.advsol.com
    17. 17. All areas have pledge opportunities 1,000 registrants per month and 1% donor conversion www.advsol.com
    18. 18. Downloadable Materials & Other Incentives www.advsol.com
    19. 19. Sweepstakes 12,000 entrants with plans to repeat the contest annually www.advsol.com
    20. 20. Chaperoned eMail Campaign www.advsol.com
    21. 21. You Have to Ask www.advsol.com
    22. 22. Donations integrated directly into FB www.advsol.com
    23. 23. Take advantage of moments 160,000 40,000 www.advsol.com
    24. 24. Lightbox www.advsol.com
    25. 25. Welcome SeriesNew Prospects Part 1 Part 2 Pledge, Petition, Ask “Thanks so much, “Thanks again, and and by the way, “Please help us just wanted to you might not by….” update you on….” know….”
    26. 26. Welcome Series
    27. 27. Integrated multi-channel campaignsReceive Thank You Welcome Premium Direct Mail Pkg1st Gift Call Package Gift encouraging & donors to give online Receipt Day 1 Day 3 Day 10 Next Regular AppealReceive Thank You Welcome eNewsletter eNewsletter Pre-Direct Mail email1st Gift eMail eMail Bulletin Bulletin telling donor that a mail & package is coming eReceipt www.advsol.com
    28. 28. If I signed up today, what would I experience? www.advsol.com
    29. 29. www.advsol.com
    30. 30. Who we are• $22 million annual income• 85% from individual members• 81,000 members • 41% have working emails on file • Email list size of 375,000 • 85% have never given a donation • 100% have mailing address on file• Membership staffing: • Membership Director: responsible for mail and phone • 50% Online Director: responsible for online fundraising • Other staff are responsible for Major Gifts ($1,000+) www.advsol.com
    31. 31. Online Income$1,400,000$1,200,000$1,000,000 $800,000 $600,000 $400,000 $200,000 $0 2007 2008 2009 2010 2011 www.advsol.com
    32. 32. Percent of current year donors by giving type90% 80%80%70%60%50%40%30%20% 17%10% 3%0% Online Only Offline Only Both Channels www.advsol.com
    33. 33. Percent of new donors giving online45%40%35%30%25%20%15%10%5%0% 2007 2008 2009 2010 2011 www.advsol.com
    34. 34. $250.00 Current year revenue Lifetime revenue $199.00$200.00 $154.00$150.00 $131.00 $105.00$100.00 $87.00 $50.00 $- Online Only Offline Only Both Channels www.advsol.com
    35. 35. What are we doing to integrate? www.advsol.com
    36. 36. Driving our offline donors online www.advsol.com
    37. 37. Giving offline donors opportunities to give us their email address www.advsol.com
    38. 38. Online appeals offline donors www.advsol.com
    39. 39. Coordinating topics across channels www.advsol.com
    40. 40. Coordinating non-fundraising online and offline content as well www.advsol.com
    41. 41. Social Media www.advsol.com
    42. 42. Testing www.advsol.com
    43. 43. Campaign Example www.advsol.com
    44. 44. www.advsol.com
    45. 45. www.advsol.com
    46. 46. ROI? 2010 2011Consulting costs $ 14,000 $ 7,000Advertising costs $ 4,000 $ 14,792Sticker fulfillment $ 9,000Income received $ 20,000 $ 8,647Net $ (2,000) $ 22,145New name recruited 33,000 9,737Cost per name $ (0.06) $ 2.27 www.advsol.com
    47. 47. www.advsol.com
    48. 48. Artez Interactive• Leading global digital fundraising company• Mobile and social fundraising pioneers• Multichannel tools help nonprofits raise more money online, mobile & social networks• Unleash your creativity in developing FRIENDSHIP POWERED FUNDRAISING campaigns• Background:  (12) years of digital fundraising experience  SAAS solution, “Cloud based”  Supporting nonprofits in the United States, Canada, UK, Europe, Australia, & New Zealand  Multi-channel platform optimized for online, social, and mobile fundraising  Approximately (400) global clients  PCI Level 1 Compliant• Clients include: National Alliance on Mental Illness Salvation Army Canada Canadian Red Cross National Hemophilia Foundation Cancer Council Australia Hustle Up The Hancock Tuberous Sclerosis Alliance Walmart Walk for Miracles Water Aid UK Leukaemia Foundation UNICEF Canada The Nature Conservancy Special Olympics Major League Baseball www.advsol.com
    49. 49. Multichannel Digital Fundraising www.advsol.com
    50. 50. Mobile Awareness Smartphone sales surpass computer sales globally. Your supporters arereading your appeals on their mobile devices.They’ve been doing it for a while now… www.advsol.com
    51. 51. Big Browser…Mobile Web Browser… www.advsol.com
    52. 52. Mobile Web Browser…• No limit on donation amount• Complete donor data• Instant tax receipting• Full branding & customization• Works across smartphonedevices www.advsol.com
    53. 53. 35% of all US adults have Apps on their phones. - Pew Internet www.advsol.com
    54. 54. Apps facilitate engagement,communications,& donations Fundraisers can access iPhone or Android address books to quickly email friends and family A fully-integrated way to share fundraising goals & messages on Twitter & Facebookwww.advsol.com
    55. 55. #1 Where can you get started? Are your website and forms optimized for the mobile web browser? Remember: Over 50% of social media users access Facebook & Twitter on mobile devices www.advsol.com
    56. 56. #2 Where can do you get started? Are your emails optimized for the mobile web browser? Over 30% of emails are read on Smartphones www.advsol.com
    57. 57. #3 What do YOUR trends look like? 10% of traffic to Artez donation pages is from mobile devices…… Check your own traffic statistics! www.advsol.com
    58. 58. #4 QR Codes www.advsol.com~2%
    59. 59. Remember:Mobile is a complementary strategy ... http://m.umuc.edu www.advsol.com
    60. 60. Social Media & Fundraising Reality ... 70% of charities raising over $100k have budgets of $5 million or more. Only 0.4% of organizations have raised over $100k through Facebook. www.advsol.com
    61. 61. Big surprises? The majority of nonprofits areraising $0 - $1,000 on Facebook.80% raised $0 from YouTube, LinkedIn, Flickr. www.advsol.com
    62. 62. Why engage in social media?• Your donors & supporters are there• Your sponsors & media contacts use this tool• An additional channel for brand extension• Competing organizations may acquire marketshare in your space www.advsol.com
    63. 63. How are charities using social media?Most US charities regularly update 1 to 3 social media channels. www.advsol.com
    64. 64. Industrys attitude towards social media Attitudes are performance-based. The majority have accomplished a major goal using social media. www.advsol.com
    65. 65. Positive news ….Online donation is the fastest growing givingchannel.Lower acquisition cost: Direct mail = $1.25 Online donor = $0.07 www.advsol.com
    66. 66. Participants using social media in fundraising events raise more money on average than participants that don’t. 40% more www.advsol.com
    67. 67. Key… drive conversion toyour website for action www.advsol.com
    68. 68. 12% Facebook 2% Mobile FacebookFacebook: A top referrer to our donation pages. Yours? www.advsol.com
    69. 69. Start with an assessment: Your metrics Which actions happen from traffic referred by which social channels? And digital advertising? www.advsol.com
    70. 70. What’s Trending Now? www.advsol.com
    71. 71. Social Login www.advsol.com
    72. 72. Facebook Single Sign-On 77% of social media users prefer social login to traditional registration www.advsol.com
    73. 73. Facebook Connect & PayPalon Mobile Donation Forms www.advsol.com
    74. 74. Mobile Web Optimized Fundraising Pages Enables your event participants to easily fundraise on mobile devices as well as computers. Our fundraisers using the mobile web & web raised 178% more money than those only using our online pages. www.advsol.com
    75. 75. Add mobile donation to your fundraising campaign:Direct your mobile web donors to your secure mobile donation form through creativeideas like: QR code, SMS messages, or emails. http://bit.ly/artezmobile www.advsol.com
    76. 76. Add iPhone & AndroidMobile Apps to your event Our fundraisers using Apps, mobile web, and web raised 237% more money than those just using web alone! www.advsol.com
    77. 77. Facebook Social Fundraising App App on Facebook Timeline www.advsol.com
    78. 78. Open Graph Donations on Timeline App www.advsol.com
    79. 79. Donors Games www.advsol.com
    80. 80. Corporate Sponsor Challenges http://bit.ly/artezmobileCharacteristics: The cause marketing model meets digital CSR. “For every ‘X’ we will give ‘Y’ up to ‘Z’ amount.” www.advsol.com
    81. 81. Integration with offline events www.advsol.com
    82. 82. Take advantage of offline buzz www.advsol.com
    83. 83. Alternative Giving Programs www.advsol.com
    84. 84. www.advsol.com
    85. 85. 3rd party Peer-2-Peer Fundraising www.advsol.com
    86. 86. www.advsol.com
    87. 87. Open up the dialogue, encourage socialconnections www.advsol.com
    88. 88. One size doesn’t fit all www.advsol.com
    89. 89. Make conversion your goal 3% to 6% www.advsol.com
    90. 90. Contact informationBrian ODonnell: Bodonnell@advsol.comKarla Capers: kcapers@ucsusa.orgJames Campbell: jcampbell@artez.com www.advsol.com
    91. 91. Choose your words carefully The power of words to radically change your message and your effect upon the world! Share with your colleagueshttp://www.youtube.com/watch?v=Hzgzim5m7oU www.advsol.com
    92. 92. Helpful Resources The Nonprofit Evolution: Six Smart Ideas to Improve Your Organizations Efficiency, Customer Service, and Revenue:uThe Nonprofit Evolution: Six Smart Ideas to Improve Your Organizations Efficiency, Customer Service, and Revenue The full Target report can be found here: www.blackbaud.com/onlinefundraising Blog post on elements of a good campaign: http://www.bigducknyc.com/blog/12_ways_you_can_make_your_campai gn_stronger 2011 eNonprofit Benchmarks Study by M&R: http://www.e- benchmarksstudy.com/ Frogloop blog posts all about social media: http://www.frogloop.com/care2blog/category/social-networking Artez whitepaper on mobile giving: http://www.artez.com/documents/whitepapers/mobilegivingfornonprofit sartezpdf Artez whitepaper on social fundraising: http://www.artez.com/documents/whitepapers/whitepaper-friendship- powered-fundraising www.advsol.com
    93. 93. How are you doing compared to your peers online? www.advsol.com Source: M & R Study
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