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Denver Dumb Friends League Client Showcase

Denver Dumb Friends League Client Showcase






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    Denver Dumb Friends League Client Showcase Denver Dumb Friends League Client Showcase Presentation Transcript

    • Blackbaud Denver Summit September 10, 2013 By Rick Gabrielson, Kristin Snow, & Jenny Herron
    • Introductions • Rick Gabrielson, Vice President of Development & Communications • Kristin Snow, Director of Communications • Jenny Herren, Marketing Technology Manager
    • About the Dumb Friends League • 103 years of service to animals and people in the metro Denver area • Private organization, reliant on donations • Two shelters for homeless pets and pet-related programs; one equine center for abused and neglected horses and other equine • 4-star rating on Charity Navigator
    • Our Mission & Our Website OUR MISSION The Dumb Friends League is committed to the welfare of animals: • We shall provide shelter and care for animals • We shall provide programs and services that enhance the bond between animals and people • We shall be advocates for animals – speaking for those who cannot speak for themselves OUR WEBSITE The role of the Dumb Friends League website is to: • Promote adoptions of the animals in our care • Enable donations so that we can provide programs and services for pets and people • Encourage involvement as a volunteer, fundraiser and advocate for animals
    • Our Current Website
    • Audiences & Engagement: Adopters 35 options under Adopt
    • Audiences & Engagement: Donors 13 options under Ways to Give, plus two Donate buttons and a slide to donate through an event
    • Audiences & Engagement: Volunteers/Activists 9 options under Volunteer
    • Audiences & Engagement: Programs & Services
    • Goals & Reasons for Redesign Increase adoptions, donations and engaged community members through: – Overall usability – Clearer calls to action – Less and better content – Modern look/functionality – Responsive design
    • Clearer Calls to Action by Audience
    • Measuring Functional Success • Functional Success through growth –Increase in online donations –Housefile growth –Traffic to the website: increase in unique visits
    • Online Fundraising Strategies • Acquisition – Appeals - All acquisition fundraising appeals include a custom URL to a donation landing page – Contest - We run a calendar contest through our website to acquire new donors and grow our housefile – Welcome series - Constituents signing up for email communications through the website receive a three part welcome series: welcome, educate, ask – TeamRaiser - Peer to peer fundraising through personal fundraising and Dumb Friends League events using TeamRaiser on our website • Retention – Stewardship - Thank you and stewardship emails acknowledging their support showing them how it’s helped our mission and the animals – Segmentation – Communications based on constituent preference and giving level – Multichannel opportunities - Ease of giving through multiple channels: mail, website and mobile – Multiple choices of opportunities - Offering donors multiple ways to give: one-time, monthly giving, memorial and tributes
    • Online & Offline Fundraising: a Complementary Relationship • Direct mail – Custom URL to a donation landing page – An email follow-up appeal approximately two weeks after the mailing drops – Slide or button on our website homepage • Events – Print collateral such as posters, brochures and newsletters include the URL to the event website to make it easy to register or donate
    • Online Giving Trends Planned Giving Special Projects Major Donors Annual Giving Direct Mail & Special Events Moving patrons up the giving pyramid Largest percentage of online fundraising • Major donors becoming more comfortable with donating online • Monthly donors are increasing
    • Online Revenue History • Luminate Online revenue for fiscal year 2013 – Percentage of overall revenue 19.3% (includes events) – Three-year average growth of 20%
    • Wag ‘n Trail: Fundraising in Douglas County • September event • Glendale Farm Open Space north of Castle Rock • Benefits the Buddy Center • Attracts more than 1,500 animal lovers • Last year, donations totaled $138,845
    • Email Strategy • Integrated with and complementary to all other efforts within detailed marketing campaigns. • Combines the following: – Calendared appeals – Welcome series, newsletters and other cultivation & stewardship communications – On-demand (urgent appeal) efforts – Event-related communications split between potential and committed participants • Strategic messaging and segmentation based on user preferences and campaign goals • Measurement of outcomes – Open rates – Clickthrough rate – Response rate – New constituents to the housefile
    • Integrated Marketing Strategy Email and direct mail marketing Free media coverage (TV & radio) Free online & print publications & articles Paid advertising in online & print publications, and on radio Website content & social media To support our programs, we use integrated marketing for all of our campaigns to combines free, and in-house efforts with paid marketing outreaches. We use outside expertise when needed to complement our knowledge and staff talent.