1. How to Knock Down a Silo with a Hammer
an easy-to-follow roadmap to execute
FLAWLESS cross-channel,
integrated fundraising

2. Today’s Journey
1) Integration: Some quick definitions and perspective
2) Futurology: What’s your integrated donor going to be like?
3) The Need: The Integrated (multi-channel) Benchmarking and
Analysis
4) The Value: What’s the value of being integrated?
5) The Structure: How are you set up internally for integrated success?
6) Facilitation and the Balanced Scorecard: How do you get to an
integrated plan?
7) Evidence – Put It All Together: What does integration look like in
the real world?

3. Integration – a definition

4. Integration
A planned
marketing mix is
“ The whole is
more effective
greater than the The “Halo”
than a random
sum of the effect
selection of
parts”
distribution
channels

5. Integration – ‘up, down,
and across’

6. Integration needs to take place in more than one direction
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Vertically
Vertically contact flow
Theme Messaging Style
Horizontally

7. The three tactical levers in integrated
fundraising
Acquisition
Donor
Renewal
Development

8. Integration to Grow Your Pyramid
Wills
Major
Monthly
Wills
Major
Monthly One-off
One-off
Prospect
Prospects

9. Integration for the Whole Pyramid
he cultivation survey:
• Sent to 57,400 donors
• 3 key segments: Monthly, Active &
Lapsed
• 5,530 responses (response rate of 11%)
• Raised $17,574 – a bonus!
• Reactivated 30 donors
• Found 85 expectances and 292 legacy
leads
• 143 middle and major donor leads!
• Key: shared budgeting!

10. Online – planned gifts and major
gifts…
A recent online
survey found

11. THE FIRST TRIUMVIRATE

12. THE FUNDRAISING TRIUMVIRATE
RFM
Propensity
Self-
Modeling and
Identification
Wealth
Surveys
Screening

13. A fourth?
CLM

14. Accessing all data sources on your
mobile…

15. Task #1: How will you
build an integrated
fundraising pipeline?

16. Futurology as a way to
plan for your integrated
fundraising success

17. The Future Integrated Donor
Hyper- Customized
Ego- Tribute Hyper-
adventure Workplace
philanthropy Mania choice
giving giving
The need to
Feeling the
tell the world Feeling The last
need to be The death of
about your young and opportunity
their own unrestricted
parents and having fun in the 21st
fundraising giving
friends and while giving century?
brand
family
08/13/12 Proprietary & Confidential Slide 17

18. Mid-aged Donors: Ego-
Philanthropy and
Tribute Mania

20. ow boomers act – compared to civics and how this
makes sense for online social network fundraising…

23. 08/13/12 Proprietary & Confidential Slide 23

24. Peer to Peer and milestone giving

25. HYPER-ADVENTURE GIVING
FEELING YOUNG AND HAVING
FUN WHILE GIVING

26. 78 million boomers in the US are
beginning to retire… one survey
found ½ want to have a positive
social impact*…why not give
them something to do…
* NYTimes, Nicolas Kristof

27. As one boomer says on helping
charities: “It wasn’t a matter of
being a Mother Teresa. It was a
matter of, ‘Boy, that sounds like
fun!”…
* NYTimes, Nicolas Kristof

28. Stretch goals…
08/13/12 Proprietary & Confidential Slide 28

29. Stretch Goals…

30. Extreme Fundraisers…
08/13/12 Proprietary & Confidential Slide 30

31. HYPER-CHOICE
THE DEATH OF
UNRESTRICTED GIVING

32. 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…

34. The last physical place of 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…
Executive Question: What is the
average cost to raise a dollar
for workplace giving?
7 cents to raise a Dollar

35. Automated
counter –
demonstrates
impact
Matching
gift
component

36. Your own
personal
campaign
page –
celebrates
your work
and your
staff!

37. Depts &
Individuals
can create
their own
fundraising
webpages
Nothing like
some
friendly
competition!

38. Task #2: on a scale of 1 to 5 (with 5
being completely prepared), score your
organization on:
• Ego-philanthropy
• Tribute Mania
• Hyper-adventure giving
• Hyper-choice
• Customized Workplace giving

39. The Need

40. The Integrated Need
1) Nonprofit offline donors are aging
2) Donor files and acquisition list sources are shrinking
3) Revenues are flat and–in many cases–are falling
4) Direct mail costs are increasing/ fundraising margins
are shrinking
Nonprofits need (younger) more valuable donors

41. Generational
Matures
Giving 65+ year
old
79% Give
30.8M donors
$1066 yr/avg
67% Give
Total annual giving ($)
6.3 charities
52.2M donors $32.7 B/yr
$901 yr/avg
5.2 charities
$47.1 B/yr
58% Give
35.9M donors
$796 yr/avg
4.2 charities
$35.9 B/yr
56% Give
28.5M donors
$341 yr/avg
3.6 charities
$9.7B/yr
Giving (%)

43. Canadian Generational Giving
$1,000 66% Give 65+ year old
5.7M donors
$900 $725 yr/avg 73% Give
4.9 charities
Civics 3.2M donors
$800 $4.1 B/yr $833 yr/avg
Boomers 5.3 charities
$700 47-65 year old $2.6 B/yr
$600
Gen X
$500
20-30 year old 61% Give
$400 4.2M donors
55% Give $549 yr/avg
Gen Y
$300 2.7M donors 4.1 charities
$325 yr/avg $2.3 B/yr
G
A
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a
g
v
r
i
l
$200 3.5 charities
$.8 B/yr 31-46 year old
$100
$-
0% 20% 40% 60% 80% 100%
Percent Giving

44. And then there is Gen Z…
of the top 10
fundraisers for an
organization that
raises over $90 million
a year are under 15
xecutive Question: Do
you have an integrated
plan for supporters
under 15?

45. Task #3: draw your
generational giving circles
for your organization

46. Giving Channels and generations…
% donated this way in last 2 years (total) GEN Y GEN X BOOMERS MATURES
48% 57% 52% 48%
26% 43% 54% 77%
28% 35% 32% 30%
29% 35% 31% 25%
22% 28% 28% 31%
22% 22% 27% 35%
25% 27% 17% 12%
8% 10% 16% 25%
11% 17% 14% 11%
Emerging
Channel
14% 13% 4% 2%
9% 6% 4% 2%

47. Your donors are – fundamentally…

48. The Value

49. Value of Multi-Channel: Loyalty – and
this is missing larger gifts…
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

50. Structure

51. Organizational Structure
Traditional
Separate Metrics &
Communications IT
Team for Online
Marketing
Disparate (Sometimes Development
Conflicting) Goals
Inconsistent Voices Government
Representing Others (?)
Affairs
Organization

52. Organizational Structure
Coordinated
Communications IT
Shared Metrics
Thematically Coordinating
Integrated Teams
Coordinated Government
Appeals Development
Affairs

53. Organizational Structure
Optimized Coordinating
Teams
Unified Strategy &
Full Integration
Across Channel
Managers
Online Communications Marketing
Development

54. Task #4: on a scale of 1 to 10…
with 1 being traditional; 5 being
coordinated; and 10 being
Optimized…
Where do you fall on the integrated
structure spectrum?

55. The Balanced Scorecard
The Dramatic Oversimplifcation of Integrated
Fundraising, Marketing, Communications and
Campaigning or
Putting Your Organization on One Sheet of Paper

56. Your Mission
Alumni Relations
Measurements: % of contact Marketing
information for different Measurements:
alumni cohorts (per channel); Branding
% who attend events; % of perception
recent grads who give statistics,
(mobile, monthly, etc)
Internal Perspective Measurements: internal cooperation
(culture, structure, reporting);
Learning and Growth Measurements: Courses, Qualifications,
Proven Application of New Knowledge

58. Facilitation
Getting everyone on the same page for
integrated marketing excellence

59. Integrated Planning is a full contact
sport
Proprietary & Confidential Slide 59

60. What do you do before you meet?
Analyze the data
Prepare two days that will
push, pull, cajole, challenge
and team build.

61. Culture

62. Greenpeace – love em or hate em…
Brand is perceived as authentic
They have created a culture, and
structure, of integrated fundraising
innovation...

63. “Set up to nurture real innovations or
completely new projects and ideas
“Keep the fund small, keep the money
moving fast”

64. 64

66. A multi-channel campaign…
One million text “votes” in 51 days.

67. Knock Down a Wall!
50% converted
to monthly
7.6 million
170,658 called 9.65% Average gift giving LTV
dollars
on their mobile conversion to 3.28 (over 5
phones monthly dollars/month years)
giving: 15,388

68. Internal
Innovation

69. External
Innovation

70. A Big Table in the Big State of
Texas…

71. Integration is also between departments…
71

72. Why did it make sense for MADD?
Gen Y Boomers
Mainstream media 27% Mainstream media 28%
Word of mouth 22% Mail 19%
School 18% Word of mouth 16%
Peer to peer event 14% Work/job 11%
Gen X Civics
Mainstream media 24% Mail 35%
Word of mouth 18% Mainstream media 24%
Mail 16% Word of mouth 18%
Peer to peer event 11%
Work/job 11%
Product purchase 11%

73. Who is this?

74. Customer Service
They NEVER looked for past experience for
non-executive positions. They looked for:
1.attitude;
2.manners;
3.ability to problem solve;
4.to engage with the customer
IS THIS YOUR CRITERIA FOR YOUR
INTEGRATED FUNDRAISERS?

75. So…
To create an excellent, integrated marketing
organization, you need:
1 2 3 4
Innovation
structures
Culture that is not internally that Culture that can Culture that is
resistant to spur change, ‘train’ service open to external
change testing and excellence innovation
integrated
cooperation

76. The Evidence
Putting It All Together

77. A Public Broadcaster
rand is perceived as
authentic
o integrated fundraising
execution

78. Things needed to be improved
nd gift conversion dropped from 83% to 30%
et loss of donors since 2005.
TV of donors decreasing significantly since 2001
agazine, which was the primary stewardship vehicle,
stopped in 2007.
hare of voice, i.e.number of times donors hear from TVO
in a year, has decreased.

79. It would take an integrated solution…
enior management support
ross departmental cooperation
reate an integrated plan and stick to it

80. Online and offline integration

81. Launched Impact Report for Donor
Loyalty

82. Launched Symbolic Giving

83. Integrated Improvements
ade the Integrated Schedule
rought Back More Targeted, and Aggressive, Direct Mail
dded the Telephone
mproved stewardship multi-channel
mproved Monthly Giving online and offline
0% increase in revenue in Q4 of 2010 – first integrated
year

84. Results – 2010 and 2011
15% increase in
number of gifts
per donor over 2
years
80% increase in
average gift over 2
years

87. Wrap Up
Questions, thoughts or reflections…