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Best Practices in Integrated Multi-Channel Fundraising and Communications
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Best Practices in Integrated Multi-Channel Fundraising and Communications

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    • 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. Agenda• Why Integrate?• Acquisition techniques• UCS Campaign• Mobile + Social Media• Break 10 mins• Q and A + Discussion www.advsol.com
    • 3. “Proven full cycle process of continuous performance Improvement” www.advsol.com
    • 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. WhyIntegrate? www.advsol.com
    • 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. Online giving continues to grow www.advsol.com Source: Target Analytics
    • 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. Donors acquired online are younger and have higher incomes www.advsol.comSource: Target Analytics
    • 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. Other findings of interest:• Retention• Lifetime value• Migration of channel• Lifetime value if the donor switches channel www.advsol.com
    • 12. What are you doing to grow your prospect listwww.advsol.com
    • 13. Growing your Prospect List…offline• List rental• Swapping lists• List append• Events www.advsol.com
    • 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. Let your voice be heard www.advsol.com 15
    • 16. Provide opportunities to “step up” www.advsol.com
    • 17. All areas have pledge opportunities 1,000 registrants per month and 1% donor conversion www.advsol.com
    • 18. Downloadable Materials & Other Incentives www.advsol.com
    • 19. Sweepstakes 12,000 entrants with plans to repeat the contest annually www.advsol.com
    • 20. Chaperoned eMail Campaign www.advsol.com
    • 21. You Have to Ask www.advsol.com
    • 22. Donations integrated directly into FB www.advsol.com
    • 23. Take advantage of moments 160,000 40,000 www.advsol.com
    • 24. Lightbox www.advsol.com
    • 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. Welcome Series
    • 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. If I signed up today, what would I experience? www.advsol.com
    • 29. www.advsol.com
    • 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. 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. 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. Percent of new donors giving online45%40%35%30%25%20%15%10%5%0% 2007 2008 2009 2010 2011 www.advsol.com
    • 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. What are we doing to integrate? www.advsol.com
    • 36. Driving our offline donors online www.advsol.com
    • 37. Giving offline donors opportunities to give us their email address www.advsol.com
    • 38. Online appeals offline donors www.advsol.com
    • 39. Coordinating topics across channels www.advsol.com
    • 40. Coordinating non-fundraising online and offline content as well www.advsol.com
    • 41. Social Media www.advsol.com
    • 42. Testing www.advsol.com
    • 43. Campaign Example www.advsol.com
    • 44. www.advsol.com
    • 45. www.advsol.com
    • 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. www.advsol.com
    • 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. Multichannel Digital Fundraising www.advsol.com
    • 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. Big Browser…Mobile Web Browser… www.advsol.com
    • 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. 35% of all US adults have Apps on their phones. - Pew Internet www.advsol.com
    • 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. #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. #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. #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. #4 QR Codes www.advsol.com~2%
    • 59. Remember:Mobile is a complementary strategy ... http://m.umuc.edu www.advsol.com
    • 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. Big surprises? The majority of nonprofits areraising $0 - $1,000 on Facebook.80% raised $0 from YouTube, LinkedIn, Flickr. www.advsol.com
    • 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. How are charities using social media?Most US charities regularly update 1 to 3 social media channels. www.advsol.com
    • 64. Industrys attitude towards social media Attitudes are performance-based. The majority have accomplished a major goal using social media. www.advsol.com
    • 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. Participants using social media in fundraising events raise more money on average than participants that don’t. 40% more www.advsol.com
    • 67. Key… drive conversion toyour website for action www.advsol.com
    • 68. 12% Facebook 2% Mobile FacebookFacebook: A top referrer to our donation pages. Yours? www.advsol.com
    • 69. Start with an assessment: Your metrics Which actions happen from traffic referred by which social channels? And digital advertising? www.advsol.com
    • 70. What’s Trending Now? www.advsol.com
    • 71. Social Login www.advsol.com
    • 72. Facebook Single Sign-On 77% of social media users prefer social login to traditional registration www.advsol.com
    • 73. Facebook Connect & PayPalon Mobile Donation Forms www.advsol.com
    • 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. 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. 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. Facebook Social Fundraising App App on Facebook Timeline www.advsol.com
    • 78. Open Graph Donations on Timeline App www.advsol.com
    • 79. Donors Games www.advsol.com
    • 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. Integration with offline events www.advsol.com
    • 82. Take advantage of offline buzz www.advsol.com
    • 83. Alternative Giving Programs www.advsol.com
    • 84. www.advsol.com
    • 85. 3rd party Peer-2-Peer Fundraising www.advsol.com
    • 86. www.advsol.com
    • 87. Open up the dialogue, encourage socialconnections www.advsol.com
    • 88. One size doesn’t fit all www.advsol.com
    • 89. Make conversion your goal 3% to 6% www.advsol.com
    • 90. Contact informationBrian ODonnell: Bodonnell@advsol.comKarla Capers: kcapers@ucsusa.orgJames Campbell: jcampbell@artez.com www.advsol.com
    • 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. 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. How are you doing compared to your peers online? www.advsol.com Source: M & R Study

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