• Like

Mike and dennis session outline first draft bbcon gig v5 final

  • 185 views
Uploaded on

 

More in: Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
185
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
7
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • TITLE SLIDE.
  • Win a multi-channel consulting session
  • M
  • M
  • M
  • M
  • M
  • Mike
  • Mike
  • Mike
  • Q18: Which of the following charitable giving methods have you used in the past two years? Please select all that apply.
  • M
  • Q18: Which of the following charitable giving methods have you used in the past two years? Please select all that apply. Q24: Now thinking broadly about all of the charities you support, financially and otherwise, how are you currently involved with these charities? Please select only those items that you currently do with those organizations. Please select all that apply.Q26: How important are each of the following as a way to stay in touch with charities that you financially support? (shown: extremely+very+somewhat important)Q30: Below are a variety of ways that a charity may approach you and ask for a donation. How acceptable are each of the following to you personally?
  • Q18: Which of the following charitable giving methods have you used in the past two years? Please select all that apply. Q19: You said that you have donated to charities online. Which of the following payment options would you use if it was available? Please select all that apply.Q24: Now thinking broadly about all of the charities you support, financially and otherwise, how are you currently involved with these charities? Please select only those items that you currently do with those organizations. Please select all that apply.Q26: How important are each of the following as a way to stay in touch with charities that you financially support? (shown: extremely+very+somewhat important)
  • Q18: Which of the following charitable giving methods have you used in the past two years? Please select all that apply. Q24: Now thinking broadly about all of the charities you support, financially and otherwise, how are you currently involved with these charities? Please select only those items that you currently do with those organizations. Please select all that apply.Q26: How important are each of the following as a way to stay in touch with charities that you financially support? (shown: extremely+very+somewhat important)Q30: Below are a variety of ways that a charity may approach you and ask for a donation. How acceptable are each of the following to you personally?Q31: When thinking about making online donations to charities, would you ever donate using a mobile device such as a Smartphone or tablet? Please select all that apply.
  • M
  • M
  • Chris
  • Mike
  • Mike
  • Chris
  • Final myth is that you can only have one thing happening in your fundraising plan at holiday time e.g. one mailing, one ask. Have often heard form clients that we cannot have any messaging in December around giving because we already sent a mail piece out for the holidays in November. Think that if you have multiple asks then you will confuse your list.
  • Time and time again we have worked with our clients to add more asks, more varied asks to their holiday fundraising with great success. Multiple asks gives your donors choice – you just have control what you are doing, use segmentation and profiling to find out who to talk to about what. Having a longer holiday fundraising season will also help – as you will ensure that you are spacing things out.
  • MarcThese are a few of things that Ontario SPCA did in their holiday fundraising.
  • MarcCalendar wise, it looked something like this – mix of different channels used for different things spaced from August to December
  • Here are a few ways OSPCA made sure their campaign was integrated
  • MarcHuge increase in fundraising over 2011. DM revenue doubled in the same period. 42% increase in new donor acquisition – which was very signficant.
  • MIKE
  • Win a multi-channel consulting session

Transcript

  • 1. 10/4/2013 #bbcon 1 PAST, PRESENT AND FUTURE OF INTEGRATED MARKETING PRESENTED BY MICHAEL JOHNSTON, HJC, AND DENNIS MCCARTHY, TARGET ANALYTICS
  • 2. 10/4/2013 #bbcon 2 WHO ARE WE? Mike Johnston Founder, HJC, Integrated Fundraising Consultants Integrated Fundraising Specialists Aerobics Instructor, Hockey Dad Dennis McCarthy Fundraising Kahuna, Target Analytics Strategic, Data-Driven Multi-Channel Marketing Mountain Climber, Soccer Referee
  • 3. 10/4/2013 #bbcon 3 At the end of the session, we’ll ask you to go online and fill out our integration survey. We’ll select 1 WINNER to receive complimentary 1-hour hjc digital and integrated fundraising consulting session http://www.surveymonkey.com/s/FRTQRZN Take our survey at the end of the session!
  • 4. 10/4/2013 #bbcon 4 GHOSTS OF FUNDRAISING PAST, PRESENT AND YET TO COME A more innocent time… A time of ups and downs… A grim future if he does not change his ways …
  • 5. 10/4/2013 #bbcon 5 1) The Past, Present and Future Donor Seen Through Research. The Next Generation of Giving 2) The Value What’s the value of being integrated? 3) Structure, Facilitation and the Balanced Scorecard How do you get to an integrated plan? 4) Evidence – Put It All Together What does integration look like in the real world? 5) Year End Giving. How do we use integration to raise more money this October, November, and December? TODAY’S AGENDA
  • 6. 10/4/2013 #bbcon 6
  • 7. 10/4/2013 #bbcon 7 “THE MORE ONE KNOWS, THE MORE ONE CAN CONTROL EVENTS.” SIR FRANCIS BACON
  • 8. 10/4/2013 #bbcon 8 WWBA?
  • 9. 10/4/2013 #bbcon 9 What are the preferred giving channels of each generation? What are the preferred communications and engagement channels? Does age influence who you give to? What are the basic dos and don’ts for fundraisers in 2013 and beyond? Hail Angry Peasant! what skullduggery do you intend with that pitchfork? How could thoust deny the vital nutritional content of this fine homebrewed ale?
  • 10. 10/4/2013 #bbcon 10 DO DIFFERENT GENERATIONS PREFER DIFFERENT WAYS TO SUPPORT YOUR NONPROFIT? A THREE-PART GRADE TWO TEST…
  • 11. 10/4/2013 #bbcon 11 Gen X Online Giving Mature Retail Checkout Giving Gen Y Street Fundraising Boomer Email Solicitation Channel Preferences
  • 12. 10/4/2013 #bbcon 12 Gen X 52% Mature 53% Gen Y 51% Boomer 44% Check Out Giving
  • 13. 10/4/2013 #bbcon 13 Gen X 12% Mature 16% Gen Y 12% Boomer 17% Email Solicitations
  • 14. 10/4/2013 #bbcon 14 GEN Y GEN X BOOMERS MATURES 52% 51% 53% 44% 39% 42% 41% 36% 47% 40% 42% 27% 22% 39% 39% 38% 17% 24% 42% 42% 10% 22% 40% 52% 25% 29% 26% 19% 29% 27% 16% 14% 12% 12% 16% 17% 6% 7% 12% 19% 6% 9% 7% 9% 15% 9% 5% 2% 8% 10% 5% 1% 8% 6% 4% 4% 4% 7% 4% 5% 4% 4% 5% 7% 4% 0% 2% 2% Donated this way in last 2 years 50% 40% 39% 35% 32% 32% 25% 21% 15% 11% 8% 8% 6% 6% 5% 5% 2% Checkout Donation Purchase for Proceeds Online Donation Pledge Honor/Tribute Gift Mailed Check/Credit… Street Canvassing* Third Party Vendor Email* Phone Door to Door* Mobile/Text Social Networking Site Online Ad* Will/Planned Gift Radio/TV* Stocks, Bonds, Prop… GIVING CHANNELS ↓ ↑ ↑ ↑ ↑ ↑ ↑ ↑ ↑ ↑ ↑ ↑ 14 *New or changed attribute, no tracking data *Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.
  • 15. 10/4/2013 #bbcon 15
  • 16. 10/4/2013 #bbcon 16 TRANSACTIONAL: DIRECT MAIL 16 63% 56% 13% 11% 56% 50% 22% 23% 58% 55% 28% 36% 63% 64% 28% 58% Mail from a charity is very or smwt acceptable Mail is important way for charity to stay in touch Receive information in the mail Gave a donation in response to a mail appeal in the last 2 yrs Gen Y Gen X Boomers Matures • While donors say that direct mail is an acceptable and important way for charities to keep in touch with supporters • There is a substantial drop across generations in the number who remember receiving info in the mail; and a big difference, except among Matures, in the number who say they have responded to direct mail.
  • 17. 10/4/2013 #bbcon 17 • Donors say that a charity’s website is an important way to stay in touch, yet far fewer report actually visiting these sites • However, the website is an important transaction channel – especially with Gen X. More say they contributed in this way across generations in 2013 than in 2010 TRANSACTIONAL: ONLINE 17 85% 41% 45% 76% 29% 55% 60% 25% 35% 45% 16% 31% Visiting website is important way to stay in touch with charity Visit website of charities you support Made a donation through org's website in last 2 years Gen Y Gen X Boomers Matures Website 2010 41% 37% 29% 24% ↑
  • 18. 10/4/2013 #bbcon 18 62% 24% 23% 6% 15% 47% 19% 17% 3% 9% 20% 7% 9% 2% 5% 11% 7% 11% 5% 2% Would give money by mobile device Text from a charity you know is very or smwt acceptable Important way to stay in touch with charity Currently receive texts from charity(ies) Gave by text in last 2 years Gen Y Gen X Boomer Mature OUTREACH: MOBILE 18 Mobile fundraising’s time has not arrived. Gen Y and Gen X are open to giving on a mobile device but not via text. Text-to-donate has seen no lift since 2010. Mobile channel Y X Website 54% 38% Mobile app 29% 23% Text/SMS 25% 19% 2010 14% 13% 4% 2%
  • 19. 10/4/2013 #bbcon 19 SO… WHAT DOES RESEARCH TELL US ABOUT THE PRESENT AND FUTURE INTEGRATED MODEL?
  • 20. 10/4/2013 #bbcon 20
  • 21. 10/4/2013 #bbcon 21 CHANNEL ECOSYSTEM NO SILVER BULLET: FUTURE IS INTEGRATED Work place Retail giving Check in the mail Mobile Social media Online Email Crowd funding Text/ SMS Peer-to- Peer Transactional OutreachEngagement Direct mail Website Volunteer /Meetups Monthly giving Directed giving 21
  • 22. 10/4/2013 #bbcon 22 WHAT DOES YOUR HONEYCOMB LOOK LIKE? Transactional OutreachEngagement 22
  • 23. 10/4/2013 #bbcon 23 “EVENTUALLY EVERYTHING CONNECTS - PEOPLE, IDEAS, OBJECTS. THE QUALITY OF THE CONNECTIONS IS THE KEY TO QUALITY PER SE.” CHARLES EAMES
  • 24. 10/4/2013 #bbcon 24
  • 25. 10/4/2013 #bbcon 25 STRUCTURE
  • 26. 10/4/2013 #bbcon 26 Traditional ORGANIZATIONAL STRUCTURE Separate Metrics & Team for Online Marketing Disparate (Sometimes Conflicting) Goals Inconsistent Voices Representing Organization Communications Development IT Others (?)Government Affairs
  • 27. 10/4/2013 #bbcon 27 Coordinated ORGANIZATIONAL STRUCTURE Coordinating Teams Communications Development Government Affairs IT Shared Metrics Thematically Integrated Coordinated Appeals
  • 28. 10/4/2013 #bbcon 28 Optimized ORGANIZATIONAL STRUCTURE Coordinating Teams Development Online Communications Marketing Unified Strategy & Full Integration Across Channel Managers
  • 29. 10/4/2013 #bbcon 29 • “1” = Traditional, “5” = Coordinated, and “10” = Optimized • Where do you fall on the scale? On A Scale of 1 to 10…
  • 30. 10/4/2013 #bbcon 30 Getting everyone on the same page FACILITATION Proprietary & Confidential10/4/2013 Slide 30
  • 31. 10/4/2013 #bbcon 31 Towson University (Baltimore) – Gary Rubin’s Journey: Full Contact Sport
  • 32. 10/4/2013 #bbcon 32 Gary’s view of the Strategy Map and Balanced Scorecard • Gary Rubin, VP Advancement, Towson University (The Wire) • A crooner for his University • “A hanging in a fortnight…” • Needed his 75 staff on the same page • Alumni Affairs, Communications, Donor Relations, Fundraising
  • 33. 10/4/2013 #bbcon 33 Gary’s view of the Strategy Map and Balanced Scorecard • My biggest challenge – integration, coordination and team work • The strategy map and balanced scorecard helped us get there • Technology has put even more pressure on being on the same page
  • 34. 10/4/2013 #bbcon 34 HOW WE WILL SPEND THE NEXT 2 DAYS... 34proprietary and
  • 35. 10/4/2013 #bbcon 35 The Integrated Fundraising Balanced Scorecard – The Strategy and Tactics Map
  • 36. 10/4/2013 #bbcon 36 Your Mission cross channel stewardship and cultivation business rules Financial Measurements: Number of different kinds of donors; donor satisfaction (retention, LTV); Net income; etc Internal Perspective Measurements: internal cooperation (culture, structure, reporting); Learning and Growth Measurements: Courses, Qualifications, Proven Application of New Knowledge
  • 37. 10/4/2013 #bbcon 37 37Proprietary & Confidential10/4/2013 Slide 37
  • 38. 10/4/2013 #bbcon 38 The End Result • Integrated team: some senior (Directors) people had to go and new people brought in – healthy change • The President is on board • Fundraising results are already improved in retention and acquisition and average gift!
  • 39. 10/4/2013 #bbcon 39 THE EVIDENCE Putting It All Together
  • 40. 10/4/2013 #bbcon 40 FUNDRAISERS WANT TO HEAR FROM PRACTITIONERS NOT THEORISTS… Rather than
  • 41. 10/4/2013 #bbcon 41 AND FUNDRAISERS ARE FROM MISSOURI…
  • 42. 10/4/2013 #bbcon 42 • A variety of fundraising channels: including online, signature events (Relay for Life), third party events, door to door canvassing and limited email and direct mail. • There was no use of the telephone. In order to maximize CCS SK fundraising capabilities, there needed to be an over arching communication plan that integrates all fundraising channels, including more extensive use of the mail and usage of the telephone. CANADIAN CANCER SOCIETY SASKATCHEWAN
  • 43. 10/4/2013 #bbcon 43 HOW WE CREATE INTEGRATED EXCELLENCE • Canadian Cancer Society in Saskatchewan • Situation: CCS SK decided to integrate their entire program in 2010, realizing the need for integrated technology. 2012 was the first full year with integrated tools, clean data and control over technology. • Strategy: Integration of technology, integrated calendar incorporating all fundraising channels.
  • 44. 10/4/2013 #bbcon 44 •Make the Integrated Schedule •Bring Back More Targeted Direct Mail •Add the Telephone •Improve stewardship multi-channel •Improve Monthly Giving online and offline INTEGRATED IMPROVEMENTS
  • 45. 10/4/2013 #bbcon 45 INTEGRATION BEST PRACTICE Four keys to integration  Coordinated Communications Calendar  Tracking  Automation & Scoring  Thoughtful, best practice implementation of technology
  • 46. 10/4/2013 #bbcon 46 COORDINATED COMMUNICATION
  • 47. 10/4/2013 #bbcon 47 HOW WE CREATE INTEGRATED EXCELLENCE • Results: • Significant fundraising growth online and in DM in 2012. • 38% increase in online revenue, • 22% increase in # of donors, • 66% growth in holiday campaign revenue. • Significant conversion of pledge event donors and registrants to other areas of giving
  • 48. 10/4/2013 #bbcon 48 INTEGRATED HOLIDAY CAMPAIGNS Putting It All Together
  • 49. 10/4/2013 #bbcon 49 HAVE YOU EVER HEARD THIS ONE? You can only run one campaign related to the holidays, otherwise you will overwhelm and confuse your audience
  • 50. 10/4/2013 #bbcon 50 BUSTED! Multi- channel, multifaceted campaigns are the way to go
  • 51. 10/4/2013 #bbcon 51 OSPCA CAMPAIGN ELEMENTS •House and prospect mailings (cards, calendar, and year end appeal) •Symbolic Giving •Email Campaign •Stewardship Mailing •DRTV
  • 52. 10/4/2013 #bbcon 52 August September October November December House Mailing House Holiday Card Mailing Calendar Appeal Mailing End of Year Emails Acquisition Mailing Holiday Acquisition Card Mailing Paws and Give launches End of Year Appeal Mailing Stewardship Between Friends Stewardship Mailing Sniff Around Email Appeals Paws and Give Appeals Paws and Give Appeals, Year end appeals Media DRTV, Onlin e Advertising DRTV, Online
  • 53. 10/4/2013 #bbcon 53 INTEGRATED STRATEGY •Phone message change weekly based on part of the campaign •Emails supporting every campaign element •Media buy reinforcing everything •Same giving options promoted cross channels (e.g. Paws & Give)
  • 54. 10/4/2013 #bbcon 54 OVERALL RESULTS 42% increase in new donor acquisition over 2011 Direct Marketing Revenue: Doubled in 2012!
  • 55. 10/4/2013 #bbcon 55 • •
  • 56. 10/4/2013 #bbcon 56
  • 57. 10/4/2013 #bbcon 57
  • 58. 10/4/2013 #bbcon 58 eCard DM engagement device
  • 59. 10/4/2013 #bbcon 59 • • • • • •
  • 60. 10/4/2013 #bbcon 60 SCROOGE OR TINY TIM Your choice…
  • 61. 10/4/2013 #bbcon 61 CONCLUSION • The Past is the donor as an ATM. • The Present is lack of integrated management structures • The Future will be donor centric, omni-channel and multi-screened.
  • 62. 10/4/2013 #bbcon 62 THE INTEGRATED MARKETING ADVISORY BOARD • Promoting active discussion of integrated marketing in the nonprofit sector • Sign up to find inspiration through: • Case studies • Fresh ideas • Practical tips www.imabgroup.net Twitter: @TheIMAB
  • 63. 10/4/2013 #bbcon 63 NEXT GEN OF AMERICAN GIVING: HTTPS://WWW.BLACKBAUD.COM/NONPROFIT- RESOURCES/GENERATIONAL-GIVING-REPORT Next Gen of Canadian Giving: http://www.hjcnewmedia.com/nextgencanadian giving2013/
  • 64. 10/4/2013 #bbcon 64 At the end of the session, we’ll ask you to go online and fill out our integration survey. We’ll select 1 WINNER to receive complimentary 1-hour hjc digital and integrated fundraising consulting session http://www.surveymonkey.com/s/FRTQRZN Take our survey at the end of the session!