Case studies in integrated multi channel fundraising

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Learn how Campus Crusade for Christ has collaborated to launch several of its most effective multi-channel fundraising campaigns ever, with particular success in the online space. Hear important lessons learned from one of the largest nonprofits in the world and receive practical tips for cultivating donors, both online and off.

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  • Personal IntroductionsQuestions?
  • Show EXAMPLE CAMPAIGNS, Share 7 KEY LESSONS LEARNED, PLUS KEY TRENDS for 2010
  • We need to cover some important aspects of these multi-channel campaigns.
  • Need – 5.1 MILLION on the verge of STARVATION, LACK OF CLEAN WATER, distribute much-needed FOOD, SUPPLIES, and WATER FILTERS.
  • A good offer is NOT about NEED. It’s about IMPACT.
  • A good offer is NOT about NEED. It’s about IMPACT. Need is the MEANS, but impact is the END.Example: Funding medical supplies. It’s NOT about the metric tons or number of units. It’s about the lives saved. The number, but more importantly, the INDIVIDUAL STORIES.
  • Some will work very well in cultivation, but not so much in acquisition. Some are more major donor offers.
  • If this is a fundraising campaign, are you targeting the MOST likely people to donate?
  • To the audience. To what’s happening in the world? Haiti is a GREAT example of this in action – orgs responded within MINUTES AND HOURS instead of DAYS or WEEKS. And that’s good, because the NEWS did the same thing.In fact, giving has trailed off more quickly than in previous disasters. With Hurricane Katrina, strong giving lasted a few months, BUT with Haiti it started to flatten after just WEEKS (with over 220,000 dead!).
  • FIVE KEY QUESTIONS
  • You CANNOT OVERCOME poor fundamentals with:Pizzazz, Integration, Nice design, etc.
  • Jeff Brooks at Future Fundraising Now expertly dissected this Haiti campaign in a post entitled “Stupid disaster fundraising.” From multiplicity of broken design principles to the abstract and philosophical messaging, this campaign represents all that can go wrong when integration assumes high design.EVALUATE this ad against the FIVE questions I asked earlier and ASK YOURSELF if any of the answers are IMMEDIATELY CLEAR in this ad.http://www.futurefundraisingnow.com/future-fundraising/2010/02/stupid-disaster-fundraising.html
  • Integration isn’t about fancy whizbang technical features you can add to wow your donors or constituents. Everything must have a purpose:Useful. Powerful. Engaging. Etc.
  • Good example of what we believe was an APPROPRIATE and POWERFUL use of features to enhance a message. In this case, the intention was to engage constituents to pray for a college campus somewhere in the country.
  • BOTH because:It’s easier/more efficientRepeat impressions are powerful!
  • SILOing causes:Duplication of effortCompeting goals and philosophiesBrand and message confusion
  • RESPONSEChannels such as Direct Mail and Email and Phone are going to drive direct, measureable response. INFLUENCEChannels such as banner ads, radio oftentimes, print tend to influence response, but not be as directly attributable. ENGAGEMENTThere is another set of channels, especially in social media, that have proven to be great at engaging and interacting with constituents but have been less adept at driving response.
  • RESPONSEChannels such as Direct Mail and Email and Phone are going to drive direct, measureable response. INFLUENCEChannels such as banner ads, radio oftentimes, print tend to influence response, but not be as directly attributable. ENGAGEMENTThere is another set of channels, especially in social media, that have proven to be great at engaging and interacting with constituents but have been less adept at driving response.
  • RESPONSEChannels such as Direct Mail and Email and Phone are going to drive direct, measureable response. INFLUENCEChannels such as banner ads, radio oftentimes, print tend to influence response, but not be as directly attributable. ENGAGEMENTThere is another set of channels, especially in social media, that have proven to be great at engaging and interacting with constituents but have been less adept at driving response.
  • RESPONSEChannels such as Direct Mail and Email and Phone are going to drive direct, measureable response. INFLUENCEChannels such as banner ads, radio oftentimes, print tend to influence response, but not be as directly attributable. ENGAGEMENTThere is another set of channels, especially in social media, that have proven to be great at engaging and interacting with constituents but have been less adept at driving response.
  • Need – Food and emergency relief are happening, but there is a lack of attention to PSYCHOLOGICAL, SPIRITUAL, and SOCIAL needs, which are desperate. Distributing packs with encouraging reading, Bibles in Haitian Creole and more.
  • If you’re a good fundraiser, you have learned the fine art of measuring each channel in EXTRAORDINARY DETAIL. The problem is that the way we’ve always done it doesn’t work as well as it used to – our culture has changed. Now, we need to measure by BOTH channels, AND measure by campaign.
  • It’s not difficult to do this – just make sure you have a report that rolls up all channels into a campaign view.
  • Adding video to a campaign costs time and money, so test:Format and style (i.e. motion graphics vs. slideshow vs. live action)LengthNo video at all
  • Like a website, it’s not sufficient to simply create the video. You need to integrate it throughout the campaign in every conceivable channel: Direct mailWebsiteEmailBanners, etc.
  • Traditionally nonprofit fundraisers are all about transactions. On the opposite end of the spectrum are marketers and brand advertisers who are all about engagement.We’ve GOT to maximize BOTH for long-term sustainable results. We must be about transactions AND relationships.
  • Here are some EXAMPLES of Y and X axis elements. Notice that a number of these can work on both levels.We should ask ourselves – for each campaign or strategy, ask how we can deepen/enrich relationship?
  • CAUSE MARKETING is NOT new, BUT corporations’ level of interest in it is at an all time high because of its leveragability with social media.
  • The NTC crowd is already here in many ways, but the general population is growing.
  • STEVE: Studies have said that 40-60% of all donors and 80% of major donors go online to validate giving decisions, even though the vast majority have still never given one gift online. Last I heard, 40% of Haiti income was given through new media, but it’s almost exclusively old media that’s driving people to give.
  • 1.3 million people watched U.S. President Barack Obama’s State of the Union speech live on the White House’s website — or at least on sites that embedded the official video. 13.9 million watched the inauguration on CNN.com alone a year ago. Twilight: MySpace just released their data and as it turns out, the stream garnered over 2 million uniques, and almost 3 million total viewers.STEVE: Has passed search as the #1 activity online. It’s the #1 thing Boomers do online.
  • Haiti put text to give on the map of the general consumer, but text to give is limited. Mobile will begin to overcome the key limitations of text to give in 2010 (including limited gift amounts, lack of data, long processing times, etc.) with other mobile giving solutions – text to donate, secure mobile apps, etc.
  • Case studies in integrated multi channel fundraising

    1. 1. Case Studies in Integrated Multi-channel Fundraising<br />Megan Hawkes<br />Executive Director, Constituent Engagement<br />Campus Crusade for Christ International<br />@missionminder<br />Dave Raley<br />Director of New Media<br />Masterworks<br /> @daveraley<br />Hashtag for <br />this session: <br />#10ntc.multi<br />
    2. 2. Key lessons learned for integrated multi-channel campaigns.<br />+<br />Bonus: Key trends for 2010.<br />Hashtag for <br />this session: <br />#10ntc.multi<br />
    3. 3. But first.<br />
    4. 4. A little bit about Campus Crusade<br />
    5. 5. Founded 1951 on the campus of UCLA as a campus outreach<br />Today<br />Campus outreaches<br />International work<br />Bible and materials distribution<br />Christian discipleship<br />Relief work<br />Military outreach<br />Inner city work<br />Athletes/sports outreach<br />Equipping families<br />Ministry presence in 191 countries<br />Over 20,000 staff members<br />1,660 active ministries/movements on 1,140 campuses <br />
    6. 6.
    7. 7. Microsite<br />
    8. 8. Video<br />
    9. 9. Giving Site Promotion<br />
    10. 10. Direct Mail<br />
    11. 11. Donor Email<br />
    12. 12. Acquisition <br />Email<br />
    13. 13. Banner Advertising<br />
    14. 14.
    15. 15. Donor Email<br />Acquisition Email<br />Direct Mail<br />Giving Site Ad<br />Banner Advertising<br />Microsite<br />Video<br />
    16. 16. Key lessons in integrated multi-channel campaigns<br />
    17. 17. Lesson #1: The importance of fundraising fundamentals.<br />Tweet questions to:<br />#10ntc.multi<br />
    18. 18. Good offer.<br />
    19. 19. Impact, not Need.<br />Need = The means<br />Impact = The end<br />
    20. 20. Not all offers are created equal.<br />
    21. 21. Right audience.<br />
    22. 22. Timely and relevant.<br />
    23. 23. Creative that works.<br />What is the need or opportunity?<br />What are you doing about it?<br />How do you want me to be involved?<br />Why do I need to act now?<br />What are the consequences of not acting?<br />
    24. 24. Lesson #2: Pizzazz ≠ integration.<br />Tweet questions to:<br />#10ntc.multi<br />
    25. 25. Integration isn’t abstract art.<br />
    26. 26.
    27. 27. Integration isn’t features.<br />
    28. 28.
    29. 29.
    30. 30. Lesson #3: Integrate instead of re-create.<br />Tweet questions to:<br />#10ntc.multi<br />
    31. 31. Synergize what you’re already doing.<br />
    32. 32. Reuse creative.<br />
    33. 33. Don’t “silo” your communications channels.<br />SILOing causes…<br />Duplication of effort.<br />Competing goals and priorities.<br />Brandand message confusion.<br />
    34. 34. Lesson #4: Not all channels are created equal.<br />Tweet questions to:<br />#10ntc.multi<br />
    35. 35. Response vs Influence vs Engagement.<br />
    36. 36. RESPONSE channels drivedirect, measurable response.<br />Direct Mail, Email, Phone, etc.<br />
    37. 37. INFLUENCE channels influence response, but not in a directly attributable way.<br />Radio, banner advertising, print, etc.<br />
    38. 38. ENGAGEMENT channels are great at engaging and interacting, but less response driven.<br />Social media, customer service, etc.<br />
    39. 39.
    40. 40. Microsite<br />
    41. 41. Video<br />
    42. 42. Direct Mail<br />
    43. 43. Donor Email<br />
    44. 44. Acquisition<br />Email<br />
    45. 45. Donor Email<br />Video<br />Acquisition Email<br />Direct Mail<br />Microsite<br />
    46. 46. Lesson #5: Measure results by campaign, not just by channel.<br />Tweet questions to:<br />#10ntc.multi<br />
    47. 47. Campaign Performance<br />
    48. 48. Lesson #6: Use video (but test) <br />
    49. 49. Online video is bigger than search.<br />
    50. 50. We no longer think in words, we think in pictures.<br />
    51. 51. Video costs time and money, so test.<br /><ul><li>Format and style
    52. 52. Length
    53. 53. No video at all
    54. 54. Etc.</li></li></ul><li>An important note:<br />You have to actually <br />promoteyour videos.<br />
    55. 55. Lesson #7: Don’t forget about relationship.<br />Tweet questions to:<br />#10ntc.multi<br />
    56. 56. Central truth in constituent engagement<br />
    57. 57. Central truth in constituent engagement<br />RUSTOUT<br />BURNOUT<br />
    58. 58. Central truth in constituent engagement<br />FRIEND-<br />RAISING<br />FUNDRAISING<br />
    59. 59. Central truth in constituent engagement<br />Constituent<br />Experience<br /><ul><li> Volunteerism
    60. 60. Advocacy
    61. 61. Prayer
    62. 62. Content
    63. 63. Customer service
    64. 64. Social interaction
    65. 65. Events
    66. 66. Etc.</li></ul>Transactional<br /><ul><li> Asks
    67. 67. Advocacy
    68. 68. Events
    69. 69. Etc.</li></li></ul><li>Recap<br />The importance of fundraising fundamentals<br />Pizzazz does not equal integration<br />Integrate instead of re-create<br />Not all channels are created equal<br />Measure results by campaign, not just by channel<br />Use video (but test)<br />Don’t forget about relationship<br />
    70. 70. Bonus: Trends to watch in 2010.<br />Tweet questions to:<br />#10ntc.multi<br />
    71. 71. Corporations will dive deeper into philanthropy <br />in social media as a core marketing strategy.<br />
    72. 72. Micro-engagement goes macro.<br />Micro-fundraising.<br />Micro-blogging.<br />Micro-advocacy.<br />Micro-volunteering.<br />Micro-connections.<br />The Extraordinaries<br />
    73. 73. Online/offline integration drives fundraising growth.<br />Donor Email<br />Video<br />Acquisition Email<br />Direct Mail<br />Microsite<br />
    74. 74. Live online streaming goes mainstream.<br />
    75. 75. Mobile fundraising transforms itself.<br />
    76. 76. Thank You!<br />
    77. 77. Open Q&A<br />Megan Hawkes<br />Executive Director, Constituent Engagement<br />Campus Crusade for Christ International<br />@missionminder<br />Dave Raley<br />Director of New Media<br />Masterworks<br /> @daveraley<br />Hashtag for <br />this session: <br />#10ntc.multi<br />
    78. 78. Evaluation Code: 146How Was this Session?<br />Call In<br />Text<br />Online<br />Call 404.939.4909<br />Enter Code 146<br />Text 146 to 69866<br />Visit nten.org/ntc-eval<br />Enter Code 146<br />Session feedback powered by:<br />Tell Us and You Could Win a Free 2011 NTC Registration!<br />
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