Getting Your Organization Aligned For                       Integrated Fundraising©2011 Convio, Inc. | Page 1
Win A Multi-Channel                                 Consultation!      • At the end of the webinar, we’ll select 1 WINNER ...
Who Are We?                    Mike Rogers                  Mike Johnston           Vice President of Strategy,           ...
Today’s Agenda1) The Need         The New Benchmarking Study and More2) Futurology         What’s the integrated donor goi...
The New Benchmarking Study            and more      • What have we found as differences and        similarities in the US ...
©2011 Convio, Inc. | Page 6
Big Picture1) We’re different in fundraising like we are in our   economies         US businesses (including nonprofit cor...
Advocacy Online and Conversion                              • 30% open                                rate on Care2       ...
Advocacy Online and Conversion                              • 30% open                                rate on             ...
Telemarketing conversion benchmarks      Generally on an Acquisition campaign we see the following metrics:               ...
Overall             • $2.50 to acquire an online warm lead             • 14-18 month breakeven to acquire a monthly donor ...
E-petition                                         More info:                                         legitimacy          ...
The different constituencies called…     20.00%                    18.50%     18.00%                                      ...
Big Picture3) Lots of Traffic Going Nowhere         Canadian nonprofits have seen a 39% increase in web traffic vs. Only  ...
Big Picture5) Monthly Giving. Canadian nonprofits were found to have 100%         higher number of monthly donors. We are ...
The Need©2011 Convio, Inc. | Page 16
The Need1) Nonprofit offline donors are aging2) Donor files and acquisition list sources are shrinking3) Revenues are flat...
The Donor Reality©2011 Convio, Inc. | Page 18
Canadian Generational Giving                                        66% Give                           73% Give           ...
What channels are donors using in NorthAmerica?©2011 Convio, Inc. | Page 20
Let’s look a little more closely at Canada % donated this way in last 2 years (total)©2011 Convio, Inc. | Page 21
Futurology as a way to               plan for integrated              fundraising success©2011 Convio, Inc. | Page 22
The Future Integrated Donor• Ego philanthropy – feeling the need to start their own organization• Tribute Mania – the need...
Boomers: 55-75                               Mid-aged Donors and                                 Ego Philanthropy©2011 Con...
©2011 Convio, Inc. | Page 25                               Slide 25
• How boomers act – compared to civics and how this            makes sense for online social network fundraising…©2011 Con...
©2011 Convio, Inc. | Page 27                               Slide 27
©2011 Convio, Inc. | Page 28                               Slide 28
Hyper-adventure giving              feeling young and having fun                       while giving©2011 Convio, Inc. | Pa...
Stretch goals…©2011 Convio, Inc. | Page 30                               Slide 30
Stretch Goals…©2011 Convio, Inc. | Page 31                                                Slide 31
Hyper-Choice    the death of unrestricted giving©2011 Convio, Inc. | Page 32
Kiva – LOAN/GIVE   Oxfam Canada populates the back                   end   people can choose country, theme,   project and...
©2011 Convio, Inc. | Page 34                               Slide 34
The workplace may become one of the last places thatpeople gather for common purpose…  And it may be one of the last  plac...
Matchinggiftcomponent                                 Automated                                 counter –                 ...
Your ownpersonalcampaignpage –celebratesyour workand yourstaff!  ©2011 Convio, Inc. | Page 37                             ...
Depts &Individualscan createtheir ownfundraisingwebpages                                 Nothing like some                ...
The Metrics©2011 Convio, Inc. | Page 39
Multi-channel Adoption                                     % of donors say appropriate solicitation channel Peer to Peer M...
Value of Multi-Channel: Loyalty                       Annual Donor Value1                                                 ...
Multi-Channel Evolution ©2011 Convio, Inc. | Page 42
Practical Steps©2011 Convio, Inc. | Page 43
Campaign & Donor Optimization• Creating Personas    • Step 1        • Occurs with 3rd party data to remove imposed biases ...
Creating Personas                                             Individual Donors                                           ...
Campaign & Donor Optimization• Create Personas    • Step 1        • Occurs with 3rd party data to remove imposed biases   ...
Measuring Personas                                                $19.84/gift                                             ...
Campaign & Donor Optimization• Creating Personas    • Step 1        • Occurs with 3rd party data to remove imposed biases ...
Campaign & Donor Optimization• Migration Pathways    • Determine the high-value migration pathways (e.g. sustainers,      ...
Pathway Example                                                                 New DM Donor     Persona #4               ...
Technology©2011 Convio, Inc. | Page 51
Infrastructure Challenge    Support Business Units    Track Performance    Understand Data    Coordinate Departments    Ad...
Common Enterprise System Challenges• Usability prevents enterprise-wide adoption• Reporting & analytics limited, difficult...
“Next Gen” Systems                       Traditional                    Next-Generation                         On-premise...
Structure©2011 Convio, Inc. | Page 55
Organizational Structure          Traditional                                                                    IT       ...
Organizational Structure       Coordinated                                 Communications                  Development    ...
Organizational Structure           Optimized                                                    Coordinating              ...
On A Scale of 1 to 10…      • “1” = Traditional, “5” = Coordinated, and        “10” = Optimized      • Where do you fall o...
Facilitation                               Getting everyone on the same page©2011 Convio, Inc. | Page 60                  ...
Integrated Planning is a full contact sport…©2011 Convio, Inc. | Page 61                                          Slide 61
What does a face-to-face have to do          to be successful?Bring senior management e.g. VP, CEO level staff into the   ...
What do you do before you meet?                                     Analyze the data                                 Prepa...
• Development and Peace –  brought staff together in a  facilitated session (after listening,  gathering, preparing)• It l...
How does it help Convio and its clients?             • Development and Peace – were sent a quick audit               (eval...
The Balanced Scorecard               The Dramatic Oversimplifcation of Integrated                Fundraising, Marketing, C...
The Integrated Fundraising Balanced                                            Scorecard©2011 Convio, Inc. | Page 67
Good balanced scorecard maps can tell the story of                     your integrated advancement strategy:              ...
You choose measurements that let                 you execute in a way that is strategy-                            future ...
Your Mission                                  Alumni Relations                              Measurements: % of contact    ...
©2011 Convio, Inc. | Page 71
The Evidence                                Putting It All Together©2011 Convio, Inc. | Page 72
A Public Broadcaster• Brand is perceived as authentic• No integrated fundraising execution©2011 Convio, Inc. | Page 73
Things needed to be improved• 2nd gift conversion dropped from 83% to 30%• Net loss of donors since 2005.• LTV of donors d...
How Do They Do It?                                    Team Optimization                                 Multi Channel Inte...
It would take an integrated solution…• Senior management support• Cross departmental cooperation• Create an integrated pla...
Online and offline integration©2011 Convio, Inc. | Page 77
Online and offline integration©2011 Convio, Inc. | Page 78
Launched Impact Report for Donor Loyalty©2011 Convio, Inc. | Page 79
Launched Symbolic Giving•     Promoted online and through web•     Donor direct mail piece•     Householder•     Brochure ...
Launched Symbolic Giving©2011 Convio, Inc. | Page 81
Launched cultivation mailings • Highlighted 40th anniversary • Telemarketing • Integrated Telemarketing with DM strategy •...
Reality• Cost to Acquire a DRTV Donor increasing• Small List Universe for DM Acquisition    • Response Rates Dropping• Onl...
Results – 2010 and 2011©2011 Convio, Inc. | Page 84
Canadian Cancer Society Saskatchewan• A variety of fundraising channels: including online,  signature events (Relay for Li...
Reality• Cost to Acquire a DRTV Donor increasing• Small List Universe for DM Acquisition    • Response Rates Dropping• Onl...
Integrated Improvements• Make the Integrated Schedule• Bring Back Direct Mail• Add the Telephone• Improve stewardship mult...
Multi-Channel Stewardship• Cost to Acquire a DRTV Donor increasing• Small List Universe for DM Acquisition    • Response R...
Multi-Channel Stewardship• Cost to Acquire a DRTV Donor increasing• Small List Universe for DM Acquisition    • Response R...
Integrated Improvements• Higher retention• Increase in donor acquistion• Higher average gift• More gifts per donor©2011 Co...
Win A Multi-Channel                              Consultation!      • At the end of the webinar, we’ll select 1 WINNER to ...
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Convio hjc multi channel-evolution_webinar march 2012 mike and mike

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Presentation from Excellence in Integrated Fundraising Webinar March 29, 2012

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Convio hjc multi channel-evolution_webinar march 2012 mike and mike

  1. 1. Getting Your Organization Aligned For Integrated Fundraising©2011 Convio, Inc. | Page 1
  2. 2. Win A Multi-Channel Consultation! • At the end of the webinar, we’ll select 1 WINNER to receive a complimentary 1-hour multi-channel consulting session • We will be selecting from those who participate in the polls, so stay tuned • http://www.surveymonkey.com/s/79MNPGL©2011 Convio, Inc. | Page 2
  3. 3. Who Are We? Mike Rogers Mike Johnston Vice President of Strategy, Founder, HJC, Convio Integrated Fundraising Consultants Strategic Multi-Channel New Media Marketing©2011 Convio, Inc. | Page 3
  4. 4. Today’s Agenda1) The Need The New Benchmarking Study and More2) Futurology What’s the integrated donor going to be like?3) The Value What’s the value of being integrated?4) Facilitation and the Balanced Scorecard How do you get to an integrated plan?5) Evidence – Put It All Together What does integration look like in the real world?©2011 Convio, Inc. | Page 4
  5. 5. The New Benchmarking Study and more • What have we found as differences and similarities in the US and Canada benchmark study?©2011 Convio, Inc. | Page 5
  6. 6. ©2011 Convio, Inc. | Page 6
  7. 7. Big Picture1) We’re different in fundraising like we are in our economies US businesses (including nonprofit corporations) invest more in technology and talent to improve productivity. We see overall higher fundraising and advocacy numbers per capita with US charities in the online space. Canadian nonprofit organizations are slower to invest in the technology and talent to exploit this relatively new channel in the same way as our US counterparts2) Our Advocacy is less developed online With the rise of online advocacy sites in Canada like CARE2, Change.org, and Lead Now, Canadians are using online advocacy more and more BUT we are still well behind our US brethern. 8% of the online files of Canadian nonprofits are made up of advocates while 12% of US nonprofits online files are made up of advocates. However, Canadian nonprofits saw an increase in 77% last year versus a much smaller percentage increase in the US. We are catching up fast!©2011 Convio, Inc. | Page 7
  8. 8. Advocacy Online and Conversion • 30% open rate on Care2 • 45% opt-in rate from those who completed action©2011 Convio, Inc. | Page 8
  9. 9. Advocacy Online and Conversion • 30% open rate on Care2 • 40% opt-in rate from those who completed the action©2011 Convio, Inc. | Page 9
  10. 10. Telemarketing conversion benchmarks Generally on an Acquisition campaign we see the following metrics: Monthly OTG Response Response Cost per General Rate Avg Gift Rate Avg Gift Monthly Benchmark 2.29% $13.00 5.00% $40.00 $408.00 cbm Conversion/Welcome Test Results: Monthly OTG Response Response Cost per CBM Conversion/ Rate Avg Gift Rate Avg Gift Monthly Welcome Test 4.60% $16.40 2.50% $34.40 $296.00 *Based on projected fulfillment©2011 Convio, Inc. | Page 10
  11. 11. Overall • $2.50 to acquire an online warm lead • 14-18 month breakeven to acquire a monthly donor • If future calling to convert warm leads online is done alongside other call conversion then cost could come close to 12 month breakeven • Canadian nonprofits are integrating online and offline©2011 Convio, Inc. | Page 11
  12. 12. E-petition More info: legitimacy Comments: priority for Counter: social calls proofPhone number: Ask! Subscribe: for cultivation ©2011 Convio, Inc. | Page 12
  13. 13. The different constituencies called… 20.00% 18.50% 18.00% Recent Lapsed 16.00% Monthly Donor 14.00% Online Petition Only 11% 12.00% 9% 10.00% 8% E-newsletter 8.00% Subscriber 6.00% Lapsed Single Gift 4.00% Donor 2.00% 0.00% CPMD $75©2011 Convio, Inc. | Page 13
  14. 14. Big Picture3) Lots of Traffic Going Nowhere Canadian nonprofits have seen a 39% increase in web traffic vs. Only 11% for US nonprofits in the last year. But we haven’t seen the same increase in online donors. Canadian nonprofits have invested in online marketing to drive traffic BUT we see very little invest in conversion strategies and tactics to find more donors. It’s the next step we need to take.4) A Less Cluttered Marketplace The US has a much higher volume of marketing material being sent to each citizen whether that is online or offline. When US nonprofits send direct mail out the door, they can send 12 to 18 packages while Canadian counterparts send 6 to 10. Similarly online, there is a higher volume of email. That reality shows itself in open rate differences. In Canada, nonprofits reported a 29.4% open rate while in the US it was 18.4%. The opportunity to email more in Canada is obvious!©2011 Convio, Inc. | Page 14
  15. 15. Big Picture5) Monthly Giving. Canadian nonprofits were found to have 100% higher number of monthly donors. We are a more mature monthly giving environment and the study shows this is true. However, it doesn’t mean that we have less room to grow still. There was a 7.4% growth in monthly giving last year – lots of healthy room to grow our online monthly files still!6) In Conclusion We are growing in all areas of online giving and advocacy but we are starting from a point farther behind than our US nonprofit brothers and sisters. However, we will not reach our full potential without investing in the technology and talent to help us reach our true potential. Historically, Canadian corporations, private or nonprofit, do NOT invest in technology and people like US corporations do. Let’s change that.©2011 Convio, Inc. | Page 15
  16. 16. The Need©2011 Convio, Inc. | Page 16
  17. 17. The Need1) Nonprofit offline donors are aging2) Donor files and acquisition list sources are shrinking3) Revenues are flat and–in many cases–are falling4) Direct mail costs are increasing/ fundraising margins are shrinking Nonprofits need (younger) more valuable donors©2011 Convio, Inc. | Page 17
  18. 18. The Donor Reality©2011 Convio, Inc. | Page 18
  19. 19. Canadian Generational Giving 66% Give 73% Give 5.7M donors Civics 3.2M donors $725 yr/avg $833 yr/avg 4.9 charities 5.3 charities $4.1 B/yr Boomers $2.6 B/yr Gen X 61% Give 4.2M donors $549 yr/avg 4.1 charities 55% Give Gen Y $2.3 B/yr 2.7M donors $325 yr/avg 3.5 charities $.8 B/yr©2011 Convio, Inc. | Page 19
  20. 20. What channels are donors using in NorthAmerica?©2011 Convio, Inc. | Page 20
  21. 21. Let’s look a little more closely at Canada % donated this way in last 2 years (total)©2011 Convio, Inc. | Page 21
  22. 22. Futurology as a way to plan for integrated fundraising success©2011 Convio, Inc. | Page 22
  23. 23. The Future Integrated Donor• Ego philanthropy – feeling the need to start their own organization• Tribute Mania – the need to tell the world about your parents and friends and family• Hyper-adventure giving – feeling young and having fun while giving• Hyper-choice – the death of unrestricted giving• Workplace giving – the last opportunity in the 21st century?©2011 Convio, Inc. | Page 23
  24. 24. Boomers: 55-75 Mid-aged Donors and Ego Philanthropy©2011 Convio, Inc. | Page 24 Slide 24
  25. 25. ©2011 Convio, Inc. | Page 25 Slide 25
  26. 26. • How boomers act – compared to civics and how this makes sense for online social network fundraising…©2011 Convio, Inc. | Page 26 Slide 26
  27. 27. ©2011 Convio, Inc. | Page 27 Slide 27
  28. 28. ©2011 Convio, Inc. | Page 28 Slide 28
  29. 29. Hyper-adventure giving feeling young and having fun while giving©2011 Convio, Inc. | Page 29 Slide 29
  30. 30. Stretch goals…©2011 Convio, Inc. | Page 30 Slide 30
  31. 31. Stretch Goals…©2011 Convio, Inc. | Page 31 Slide 31
  32. 32. Hyper-Choice the death of unrestricted giving©2011 Convio, Inc. | Page 32
  33. 33. Kiva – LOAN/GIVE Oxfam Canada populates the back end people can choose country, theme, project and then give money, make a loan, make a team or personal page…©2011 Convio, Inc. | Page 33 Slide 33
  34. 34. ©2011 Convio, Inc. | Page 34 Slide 34
  35. 35. The workplace may become one of the last places thatpeople gather for common purpose… And it may be one of the last places where you won’t need to get permission to ask them to get involved financially… And what is the average cost to raise a Euro for workplace giving: 7 cents to raise a Euro ©2011 Convio, Inc. | Page 35
  36. 36. Matchinggiftcomponent Automated counter – demonstrat es impact ©2011 Convio, Inc. | Page 36 3/29/2012 Slide 36
  37. 37. Your ownpersonalcampaignpage –celebratesyour workand yourstaff! ©2011 Convio, Inc. | Page 37 Slide 37
  38. 38. Depts &Individualscan createtheir ownfundraisingwebpages Nothing like some friendly competition!©2011 Convio, Inc. | Page 38 Slide 38
  39. 39. The Metrics©2011 Convio, Inc. | Page 39
  40. 40. Multi-channel Adoption % of donors say appropriate solicitation channel Peer to Peer Mail Email Social Media TextSources: Convio Next Generation of American Giving Report;©2011 Convio, Inc. | Page 40
  41. 41. Value of Multi-Channel: Loyalty Annual Donor Value1 Retention Rate2 $255.74 82.3% $191.35 70.1% 62.3% $102.64 Sources: 1. Convio / Strategic One White Paper: Integrating Online Marketing (eCRM) with Direct Mail Fundraising: Adding a New Communication and Donation Channel Increases Donations; total contributions over 12 month period, excluding $10k+ gifts for SPCA of Texas 2. Ibid. Comparison of retention rates for multi-year donors, SPCA of Texas©2011 Convio, Inc. | Page 41
  42. 42. Multi-Channel Evolution ©2011 Convio, Inc. | Page 42
  43. 43. Practical Steps©2011 Convio, Inc. | Page 43
  44. 44. Campaign & Donor Optimization• Creating Personas • Step 1 • Occurs with 3rd party data to remove imposed biases • Limit to 10 – 15 unique personas • A donor can be associated with only 1 persona©2011 Convio, Inc. | Page 44
  45. 45. Creating Personas Individual Donors Persona 3 Persona 1 Persona 2 Persona 4 Persona 5©2011 Convio, Inc. | Page 45
  46. 46. Campaign & Donor Optimization• Create Personas • Step 1 • Occurs with 3rd party data to remove imposed biases • Limit to 10 – 15 unique personas • A donor can be associated with only 1 persona • Step 2 • Create value metrics by persona (identify high-value clusters) • Overlay dimensions on personas (e.g. acquisition channel)©2011 Convio, Inc. | Page 46
  47. 47. Measuring Personas $19.84/gift 4.2 gifts/yr Persona 1 41% eNewsletter 31% event sourced 68% renewal rate $191.79/gift 1.4 gifts/yr 47% eNewsletter Persona 4 8% event sourced 65% renewal rate©2011 Convio, Inc. | Page 47
  48. 48. Campaign & Donor Optimization• Creating Personas • Step 1 • Occurs with 3rd party data to remove imposed biases • Limit to 10 – 15 unique personas • A donor can be associated with only 1 persona • Step 2 • Create value metrics by persona (identify high-value clusters) • Overlay dimensions on persona (e.g. acquisition channel)• Campaign Optimization • Overlay personas on RFM cells and measure profitability • Hone message, package and channel mix using persona knowledge©2011 Convio, Inc. | Page 48
  49. 49. Campaign & Donor Optimization• Migration Pathways • Determine the high-value migration pathways (e.g. sustainers, multi-channel donors, middle & major donor prospects, etc.) • Analyze likely pathways across each persona • Prioritize pathways per persona©2011 Convio, Inc. | Page 49
  50. 50. Pathway Example New DM Donor Persona #4 Which path will donor travel? New Donor Welcome Series Send Likely Unlikely to give Sustainers Invite again. Reduce 6 weeks contact 41% Advocacy Action sent to donor No Did donor respond to invite? Did donor respond to action? Yes No Yes 2 weeks Action Drives Sustainer Offer Send Renewal Respond to offer? Yes Monthly Givers Series 25% 34%©2011 Convio, Inc. | Page 50
  51. 51. Technology©2011 Convio, Inc. | Page 51
  52. 52. Infrastructure Challenge Support Business Units Track Performance Understand Data Coordinate Departments Add New Channels Integrate Systems©2011 Convio, Inc. | Page 52
  53. 53. Common Enterprise System Challenges• Usability prevents enterprise-wide adoption• Reporting & analytics limited, difficult to use• Flexibility to adapt to unique business processes• Either good at DM or Major Giving but not both• Data silos prevent 360º view • Audience-centric communications • Optimized multi-channel marketing • Cross-program marketing©2011 Convio, Inc. | Page 53
  54. 54. “Next Gen” Systems Traditional Next-Generation On-premise On-demand Complex Easy-to-use 1 2 3 Manage Manage All Donors Single channel Relationships Multi-Channel Expensive Cost-effective Closed Open©2011 Convio, Inc. | Page 54
  55. 55. Structure©2011 Convio, Inc. | Page 55
  56. 56. Organizational Structure Traditional IT Communications Separate Metrics & Team for Online Marketing Development Disparate (Sometimes Conflicting) Goals Government Others (?) Affairs Inconsistent Voices Representing Organization©2011 Convio, Inc. | Page 56
  57. 57. Organizational Structure Coordinated Communications Development Shared Metrics Coordinating Teams Thematically Integrated Coordinated Appeals Government IT Affairs©2011 Convio, Inc. | Page 57
  58. 58. Organizational Structure Optimized Coordinating Teams Unified Strategy & Full Integration Across Channel Managers Development Online Communications Marketing©2011 Convio, Inc. | Page 58
  59. 59. On A Scale of 1 to 10… • “1” = Traditional, “5” = Coordinated, and “10” = Optimized • Where do you fall on the scale?©2011 Convio, Inc. | Page 59
  60. 60. Facilitation Getting everyone on the same page©2011 Convio, Inc. | Page 60 Slide 60
  61. 61. Integrated Planning is a full contact sport…©2011 Convio, Inc. | Page 61 Slide 61
  62. 62. What does a face-to-face have to do to be successful?Bring senior management e.g. VP, CEO level staff into the planning of an online and integrated plan©2011 Convio, Inc. | Page 62 Slide 62
  63. 63. What do you do before you meet? Analyze the data Prepare two days that will push, pull, cajole, challenge and team build.©2011 Convio, Inc. | Page 63 Slide 63
  64. 64. • Development and Peace – brought staff together in a facilitated session (after listening, gathering, preparing)• It led to a plan that has made implementation easier and more successful with buy in (and understanding from senior leadership across the organization, including the CEO) ©2011 Convio, Inc. | Page 64
  65. 65. How does it help Convio and its clients? • Development and Peace – were sent a quick audit (evaluation) by a Convio staff person • HJC followed up with a more hands-on, facilitative, and integrated engagement • It led to a plan that has made implementation easier and more successful with buy in (and understanding from senior leadership across the organization, including the CEO)©2011 Convio, Inc. | Page 65 65
  66. 66. The Balanced Scorecard The Dramatic Oversimplifcation of Integrated Fundraising, Marketing, Communications and Campaigning or Putting Your Organization on One Sheet of Paper©2011 Convio, Inc. | Page 66
  67. 67. The Integrated Fundraising Balanced Scorecard©2011 Convio, Inc. | Page 67
  68. 68. Good balanced scorecard maps can tell the story of your integrated advancement strategy: “If we provide Towson University employees with the necessary training, technology, and culture then they will be able to develop the necessary internal processes that will provide alumni the preferred number of channels choices and improved alumni (brand, giving, engagement) experience that in turn will result in achieving our financial and alumni relations and marketing objectives, allowing us to better execute on our mission.”©2011 Convio, Inc. | Page 68
  69. 69. You choose measurements that let you execute in a way that is strategy- future driven. The measurements (if met) mean that you are moving towards a strategic goal: an integrated advancement program©2011 Convio, Inc. | Page 69
  70. 70. Your Mission Alumni Relations Measurements: % of contact information for different alumni Marketing Measurements: cohorts (per channel); % who Branding perception cross attend events; % of recentchannel stewardship and statistics, grads who give (mobile,cultivation business rules monthly, etc) Internal Perspective Measurements: internal cooperation (culture, structure, reporting); Learning and Growth Measurements: Courses, Qualifications, ©2011 Convio, Inc. | Page 70 Proven Application of New Knowledge
  71. 71. ©2011 Convio, Inc. | Page 71
  72. 72. The Evidence Putting It All Together©2011 Convio, Inc. | Page 72
  73. 73. A Public Broadcaster• Brand is perceived as authentic• No integrated fundraising execution©2011 Convio, Inc. | Page 73
  74. 74. Things needed to be improved• 2nd gift conversion dropped from 83% to 30%• Net loss of donors since 2005.• LTV of donors decreasing significantly since 2001• Magazine, which was the primary stewardship vehicle, stopped in 2007.• Share of voice, i.e.number of times donors hear from TVO in a year, has decreased.©2011 Convio, Inc. | Page 74
  75. 75. How Do They Do It? Team Optimization Multi Channel Integration Culture Committed to Service©2011 Convio, Inc. | Page 75
  76. 76. It would take an integrated solution…• Senior management support• Cross departmental cooperation• Create an integrated plan and stick to it©2011 Convio, Inc. | Page 76
  77. 77. Online and offline integration©2011 Convio, Inc. | Page 77
  78. 78. Online and offline integration©2011 Convio, Inc. | Page 78
  79. 79. Launched Impact Report for Donor Loyalty©2011 Convio, Inc. | Page 79
  80. 80. Launched Symbolic Giving• Promoted online and through web• Donor direct mail piece• Householder• Brochure in Impact Report• Focused direct response TV advertisements• Streamlined online fundraising• Launched new microsite with focused campaign feel• Built email list through “pledge sign-up”• Ran focused e-mail conversion strategy• End of year e-mail appeals©2011 Convio, Inc. | Page 80
  81. 81. Launched Symbolic Giving©2011 Convio, Inc. | Page 81
  82. 82. Launched cultivation mailings • Highlighted 40th anniversary • Telemarketing • Integrated Telemarketing with DM strategy • Follow-up post direct mail appeal • In-bound support • Brought in industry-leading call centre to handle inbound fundraising calls outside of regular hours (weekends/holidays etc.) • Introduced integrated (mail, phone, online) renewal strategy©2011 Convio, Inc. | Page 82
  83. 83. Reality• Cost to Acquire a DRTV Donor increasing• Small List Universe for DM Acquisition • Response Rates Dropping• Online showing growth over past years• Limited Phone• Strong Conversion to Monthly from DM©2011 Convio, Inc. | Page 83
  84. 84. Results – 2010 and 2011©2011 Convio, Inc. | Page 84
  85. 85. Canadian Cancer Society Saskatchewan• 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 is 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.©2011 Convio, Inc. | Page 85
  86. 86. Reality• Cost to Acquire a DRTV Donor increasing• Small List Universe for DM Acquisition • Response Rates Dropping• Online showing growth over past years• Limited Phone• Strong Conversion to Monthly from DM©2011 Convio, Inc. | Page 86
  87. 87. Integrated Improvements• Make the Integrated Schedule• Bring Back Direct Mail• Add the Telephone• Improve stewardship multi-channel• Improve Monthly Giving online and offline©2011 Convio, Inc. | Page 87
  88. 88. Multi-Channel Stewardship• Cost to Acquire a DRTV Donor increasing• Small List Universe for DM Acquisition • Response Rates Dropping• Online showing growth over past years• Limited Phone• Strong Conversion to Monthly from DM©2011 Convio, Inc. | Page 88
  89. 89. Multi-Channel Stewardship• Cost to Acquire a DRTV Donor increasing• Small List Universe for DM Acquisition • Response Rates Dropping• Online showing growth over past years• Limited Phone• Strong Conversion to Monthly from DM©2011 Convio, Inc. | Page 89
  90. 90. Integrated Improvements• Higher retention• Increase in donor acquistion• Higher average gift• More gifts per donor©2011 Convio, Inc. | Page 90
  91. 91. Win A Multi-Channel Consultation! • At the end of the webinar, we’ll select 1 WINNER to receive a complimentary 1-hour multi-channel consulting session • We will be selecting from those who participate in the polls, so stay tuned • http://www.surveymonkey.com/s/79MNPGL©2011 Convio, Inc. | Page 91
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