0
Implementing Integrated Fundraising                      Techniques. Page 1
Who Are We?              Allison Porter                   Mike Johnston            CEO, Avalon Consulting                 ...
Take our survey at the end of              the session!           At the end of the session, we’ll ask you to go online an...
Learning Outcomes1) Be better at planning and executing cross channel   and integrated fundraising and communications2) Un...
Today‘s Agenda1) Our ‗take‘ on Integrated Fundraising           A personal interpretation from Alison and Mike2) Integrati...
Our ‗take‘ on Integrated                 Fundraising. Page 6
Allison: What‘s Integrated               Marketing mean to me           • It leads to more diverse audiences           • M...
Mike: What‘s Integrated              Marketing mean to me           • It gets more attention in a busy environment        ...
Integration – a definition. Page 9
Integration• Definition:• Integrate:1) Make into a whole, complete, 2) bring  together (parts) into a whole.. Page 10
Integration• ― The whole is greater than the sum of the parts‖• A planned marketing mix is more effective than a  random s...
Integration – ‗up, down,                  and across‘. Page 12
Integrationneeds to take place in more than one direction• Horizontally – Theme, message & style• Vertically    • Acquisit...
The three tactical levers in integratedfundraising      • Acquisition      • Donor Development      • Renewal. Page 14
Horizontal & vertical integration     TV     DM   Phone   Acquisition   Internet       F2F   Radio                        ...
Principals of integration• Understand the donor/prospect    • Research & observation• Communicate    • Relevant consistent...
Integration in direct marketingfundraising• Synchronise media to deploy a cohesive, personalised,  sustained message rathe...
Integration for maximum effect• Increase No of qualified enquiries• Improve fulfilment (conversion) rate• Improve media /r...
Integration to Grow Your Pyramid                          Wills                         Major               Wills    Pledg...
Integration for the Whole Pyramid•      The cultivation survey:     • Sent to 57,400 donors     • 3 key segments: Monthly,...
Cross departmental sharing, learning and lead            generation…. Page 22
The goals of the survey 1. Collect personal preferences of donors for    targeted marketing appeals 2. Collect demographic...
Online and Planned Gifts. Page 24
Phone and Planned Gifts. Page 25
Our Current Reality. Page 26
Current Reality1)          Nonprofit offline donors are aging2)          Donor files and acquisition list sources are shri...
Silos can lead to fundraising deficiencies…    Year Acquired   Number Acquired   Gave in Year 2        2006             99...
The Case for Multi-Channel Giving$120                                                               81%$100               ...
Diversifying and optimizing all available outreach channels is important—     especially during challenging economic times...
The Donor Media Mix. Page 31
Integration    The Market Reality and The              Value. Page 32
Canadian Generational Giving                          66% Give                           73% Give                         ...
Future Giving Donations plans to top charity next year. Page 34
More on Gen Y            Defining Values                  Social Media Habits                                             ...
MoreDefining Values     on Gen X            Peer-motivated                     Social Media Habits                        ...
More on Boomers            Defining Values            Giving more planned            Tech/Media Profile            Efficie...
More on Matures            Defining Values            Pre-meditated giving Loyal            But guarded            Scrutin...
And then there is Gen Z…                           • Do you have an                             integrated plan           ...
Increasingly Multi-Channel Behavior                                                  % Who Agree, Appropriate Solicitation...
Evidence – Put It All                   Together            What does integration look like in the real world?. Page 41
The House of Glass: An Integrated Case Study. Page 42
Proving Integration Makes aDifference in Fundraising• Radio 3FM - Public broadcast• 1 week (Xmas week)• House of glass on ...
Marketing Tools• Radio announcement• TV commercials• TV news coverage• Newspaper articles• Text bar on the TV screen• Inte...
Fundraising Tools• How to make a song request and pay  1. Internet - www.3fm.nl  2. Telephone – 0909-1336  3. Postcard wit...
Channel Team Work!                       Donations                  20                                   40               ...
The Halo Effect!                             Donations  1,000,000                        915,000    900,000    800,000    ...
. Page 48            Daryl Upsall Consulting            International SL
. Page 49            Daryl Upsall Consulting            International SL
CASE STUDY: Farm Sanctuary             Multi-Channel Year-End Appeal  The Problem: Farm Sanctuary wanted to increase the n...
CASE STUDY: Farm Sanctuary            Components of a Multi-Channel Campaign              Year-End Direct Mail  Mail      ...
CASE STUDY: Farm Sanctuary               E-Fundraising Emails                        E-Fundraising Emails                 ...
CASE STUDY: Farm Sanctuary                    Direct Mail                        Avalon worked with Farm Sanctuary to time...
Results and Learnings                      Efforts       Qty            Gifts       Gross Revenue      RR        AG       ...
A Public Broadcaster• Brand is perceived as authentic• No integrated fundraising execution. Page 55
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 Integration            Culture Committed t...
It would take an integrated solution…• Senior management support• Cross departmental cooperation• Create an integrated pla...
Online and offline integration. Page 59
Online and offline integration. Page 60
Launched Impact Report for Donor Loyalty. Page 61
Launched Symbolic Giving•     Promoted online and through web•     Donor direct mail piece•     Householder•     Brochure ...
Launched Symbolic Giving. Page 63
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. Page 66
Holiday 2011 Campaign   The campaign featured a landing page, which displayed   ―messages of hope‖, left by constituents w...
Holiday 2011 Campaign    The campaign was active for about three weeks, ending            on December 31, 2011. It include...
. Page 69
Wrap Up. Page 70
Wrap Up            Questions, thoughts or reflections…. Page 71
Results and Learnings            Overall Revenue: 1,272 gifts, $275,003, $216.20                             average gift ...
CASE STUDY: League of Women Voters       Multi-Channel Urgentgram Appeal  The Problem: The League was under attack by a bo...
CASE STUDY: League of Women Voters            Components of a Multi-Channel Campaign                                      ...
CASE STUDY: League of Women Voters    E-Fundraising and E-Engagement EmailsE-Fundraising Emails                           ...
CASE STUDY: League of Women Voters             Telemarketing                     The League was already on the phones     ...
CASE STUDY: League of Women Voters               Direct Mail                    Avalon worked with the League to get an   ...
CASE STUDY: League of Women Voters      Website and Social Networking                       Messaging was also coordinated...
Results and Learnings                       Efforts       Qty             Gifts       Gross Revenue   RR        AG        ...
Wrap Up            Questions, thoughts or reflections…. Page 80
Remember to fill out the    online survey to win FREE       consulting session!            http://www.surveymonkey.com/s/K...
Integrated Tactics hjc and avalon consulting March 2012
Upcoming SlideShare
Loading in...5
×

Integrated Tactics hjc and avalon consulting March 2012

856

Published on

First Part of Excellence in Integrated Fundraising Webinar - March 29, 2012

Published in: Education, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
856
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
30
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • A Win a multi-channel consulting session
  • A
  • A
  • A
  • A
  • MWe are going to ask the group for participation here.Cost of donor acquisitionNeed to increase donor retention ratesConstituent expectations / Constituent serviceCompetition for donor dollarsNeed to reach new audiencesNeed to cultivate constituents with multiple relationships to our organization (e.g. volunteer + donor, donor + advocate, etc.)Other (if they can type something in…)
  • M
  • M
  • M
  • M
  • M
  • M
  • M
  • M
  • A
  • A
  • A
  • A
  • M
  • M
  • A
  • AOrganizations can maximize the value of donor relationships with the use of multi-channel strategies.
  • A(HSUS international data – online only) Organizations can maximize the value of donor relationships with the use of multi-channel strategies.
  • A
  • ADennis and Mike will narrate with facts about new media. E.g. by 2014 mobile devices will exceed PCs as the internet gateway.
  • m
  • m(64% of US adults qualifiedAbout 148 million donors)Pie Chart size represents size of ADULT population for that Generation(Animated- Matures First) Matures have the highest percentage of donors. Highest yearly average donation, and, the highest aggregate projected donation. But, they are our smallest population and have one of the smallest actual number of donors by Generation . Plus, by virtue of their age, their lifetime potential is dwindling. Boomers average yearly donation is smaller than matures, but have a high percentage of donors, and given their population size, actually generate more in dollars than any other generation. Our Gen Xers, the next largest population actually generate more than Matures, due to donor population size. Their average annual contribution is lower vs. older groups, but still impressive. Plus, their lifetime potential is much greater. Gen Y is more about future potential, with over half currently donating, posting annual contributions averaging about $340, generating over $28 B a year. Another trend we see is that younger generations give give to fewer charities, but when they give, they give similar amounts as older donorsSpend a lot of time focused and soliciting these groups (point to Matures), But the vast majority of the donor universe are Boomers, Gen Y and X – represent huge opportunity in terms of sheer numbers, and will only get more valuable (from a dollar perspective) over timeHence as a fundraiser, if you have the ability to attract them, they can be economic in current terms, and of course constitute higher potential life time value, plus contribute to outreach due to their social networks/ peer influence.Hence as a fundraiser, if you have the ability to attract them, they can be economic in current terms, and of course constitute higher potential life time value, plus contribute to outreach due to their social networks/ peer influence.Question wording:Q4. Approximately how many nonprofit organizations and charitable causes have you donated to in the past 12 months? Q6. Approximately how much do you give in total each year to all charitable or cause-oriented organizations, excluding your school and place of worship? Blue numbering in the table on the right indicates significance at the 95% confidence level
  • mWhile pluralities to majorities of each age cohort plan to maintain their current level of giving to their top charity A higher proportion of younger donors plan to increase their donations to their top charity next year Older you get, more likely to maintain the status quoQ21: Are you likely to: Increase your donation next year, decrease your donation next year, continue giving the same amount next year.
  • MTime to Give BackJust starting out, don’t have a lot time or money to giveAt point in life where would like to increase my $/time commitment to charityWhat’s In It For Me?Like promotional give-awaysLike to support through social events. (i.e. parties, runs, etc)Online ConnectionPromote through social networks Visit a website prior to supporting
  • MRandom, Peer Motivated SupportMost of the charitable giving is random (who asks, emotions)More likely to support a charity when friends/family ask vs. the charity Time vs. MoneyVolunteering is a priority for me Can make more of a difference volunteering my time What’s In It For Me?Like promotional give-awaysLike to support through social events. (i.e. parties, runs, etc)Online ConnectionPromote through social networks Visit a website prior to supporting
  • MRandom, Peer Motivated SupportMost of the charitable giving is random (who asks, emotions)More likely to support a charity when friends/family ask vs. the charity Time vs. MoneyVolunteering is a priority for me Can make more of a difference volunteering my time What’s In It For Me?Like promotional give-awaysLike to support through social events. (i.e. parties, runs, etc)Online ConnectionPromote through social networks Visit a website prior to supporting
  • MRandom, Peer Motivated SupportMost of the charitable giving is random (who asks, emotions)More likely to support a charity when friends/family ask vs. the charity Time vs. MoneyVolunteering is a priority for me Can make more of a difference volunteering my time What’s In It For Me?Like promotional give-awaysLike to support through social events. (i.e. parties, runs, etc)Online ConnectionPromote through social networks Visit a website prior to supporting
  • mAll generations much more guarded with direct communications if no relationship in place, gets worse as gets older. Mass media the one accepted channel (74% appropriate). Big theme heard in focus groups is Control -- skepticism about getting manipulated. Feel like traditional solicitation channels – phone and mail – are manipulative. They want to feel like they made the choice/they are in control. Giving after hearing a mass media story, and/or being solicited by a friend makes them feel like they made a choice.Q22 :Below are a variety of different ways that a charity may approach you and ask for a monetary donation. For each, please indicate how appropriate that approach is.Bold numbering in the table on the right indicates significance at the 95% confidence level
  • A
  • A
  • M
  • M
  • M
  • M
  • M
  • M
  • M
  • M
  • M
  • M
  • A
  • Win a multi-channel consulting session
  • Transcript of "Integrated Tactics hjc and avalon consulting March 2012 "

    1. 1. Implementing Integrated Fundraising Techniques. Page 1
    2. 2. Who Are We? Allison Porter Mike Johnston CEO, Avalon Consulting Founder, HJC, Strategic Multi-Level and Integrated Fundraising Specialist, Multi-Channel Fundraiser for Aerobics Instructor, Game Player, Charities and Politics and Sports Fanatic. Page 2
    3. 3. Take our survey at the end of the session! 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 integrated fundraising consulting session http://www.surveymonkey.com/s/KX8MM6J. Page 3
    4. 4. Learning Outcomes1) Be better at planning and executing cross channel and integrated fundraising and communications2) Understand that this will lead to improved cooperation between ―competing‖ departments within your nonprofit organization3) Look at different channel combinations and help you decide which are best for you4) Look at how you can use integrated fundraising to help better connect ALL levels of fundraising. Page 4
    5. 5. Today‘s Agenda1) Our ‗take‘ on Integrated Fundraising A personal interpretation from Alison and Mike2) Integration – up, down and across What’s the value of being integrated and what are the basics?3) Evidence – Put It All Together What does integration look like in the real world?. Page 5
    6. 6. Our ‗take‘ on Integrated Fundraising. Page 6
    7. 7. Allison: What‘s Integrated Marketing mean to me • It leads to more diverse audiences • More effective education and cultivation • Broader PR • More comprehensive reach • More seamless donor experience • And… fundamentally, raising more money!. Page 7
    8. 8. Mike: What‘s Integrated Marketing mean to me • It gets more attention in a busy environment • Donors are already integrated consumer – why not in their philanthropic consumerism? • It can give a more complete picture of who you are as an organization. Page 8
    9. 9. Integration – a definition. Page 9
    10. 10. Integration• Definition:• Integrate:1) Make into a whole, complete, 2) bring together (parts) into a whole.. Page 10
    11. 11. Integration• ― The whole is greater than the sum of the parts‖• A planned marketing mix is more effective than a random selection of distribution channels• The ―Halo‖ effect. Page 11
    12. 12. Integration – ‗up, down, and across‘. Page 12
    13. 13. Integrationneeds to take place in more than one direction• Horizontally – Theme, message & style• Vertically • Acquisition • Donor Development • RenewalIn a chronological customer contact flow. Page 13
    14. 14. The three tactical levers in integratedfundraising • Acquisition • Donor Development • Renewal. Page 14
    15. 15. Horizontal & vertical integration TV DM Phone Acquisition Internet F2F Radio 1. Donor Acquired Welcome DM Email 2. Donor update development and 3. donor renewal DM Newsletter Phone upgrade call. Page 15
    16. 16. Principals of integration• Understand the donor/prospect • Research & observation• Communicate • Relevant consistent messages, • through the right media• Sequence your approach• Plan, test, analyse and revise. Page 17
    17. 17. Integration in direct marketingfundraising• Synchronise media to deploy a cohesive, personalised, sustained message rather than a fragmented scattergun approach• Personalise your appeal to the needs of the donor prospect over multiple media and recruitment channels to work together for maximum effect. Page 18
    18. 18. Integration for maximum effect• Increase No of qualified enquiries• Improve fulfilment (conversion) rate• Improve media /return on investment• Improve donor satisfaction and lifetime value• Improve the ―Appeal‖ of your cause. Page 19
    19. 19. Integration to Grow Your Pyramid Wills Major Wills Pledge Major Pledge One-off One-off Prospects Prospect. Page 20
    20. 20. Integration for the Whole Pyramid• The 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! . Page 21
    21. 21. Cross departmental sharing, learning and lead generation…. Page 22
    22. 22. The goals of the survey 1. Collect personal preferences of donors for targeted marketing appeals 2. Collect demographic data for marketing purposes – and connect it automatically to the database! 3. Build a deeper relationship with donors – give them a platform to be heard 4. Uncover leads for other forms of giving – including legacies, middle gifts, and major donor gifts. Page 23
    23. 23. Online and Planned Gifts. Page 24
    24. 24. Phone and Planned Gifts. Page 25
    25. 25. Our Current Reality. Page 26
    26. 26. Current Reality1) Nonprofit offline donors are aging2) Donor files and acquisition list sources are shrinking3) Donor Fatigue is evident4) Revenues are flat and – in many cases – are falling5) Direct mail costs are increasing/ fundraising margins are shrinking6) Online – when kept in a silo - underperforms Nonprofits need younger more valuable donors More personal relationships with loyal donors Investment in a multi-channel approach Nonprofits need to work better together. Page 27
    27. 27. Silos can lead to fundraising deficiencies… Year Acquired Number Acquired Gave in Year 2 2006 99 32.30% 2007 1736 24.20% 25.5% average 2008 3194 19.30% retention rate 2009 2913 26.40% 2010 7656 2011 7570. Page 28
    28. 28. The Case for Multi-Channel Giving$120 81%$100 80% 79% $80 78% $60 77% $40 76% 75% $20 74% $0 73% Income/Member Average Gift Retention. Page 29 29
    29. 29. Diversifying and optimizing all available outreach channels is important— especially during challenging economic times Subsequent income by channel for website joinsAvalon’s analysis showsthat donors don’t alwaysstick to the channel theyjoined with—but migrate to FY10 isdifferent channels. incompleteThis graph shows how―web joins‖ for one clientactually gave more throughmail and phone insubsequent gifts. . Page 30 30
    30. 30. The Donor Media Mix. Page 31
    31. 31. Integration The Market Reality and The Value. Page 32
    32. 32. 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. Page 33
    33. 33. Future Giving Donations plans to top charity next year. Page 34
    34. 34. More on Gen Y Defining Values Social Media Habits (% doing regularly) Time to give back What’s in it for me? Online connection Value 70% 49% 25% 16% • Size • Lifetime value Mobile Habits • Lower cost appeals 49% Mobile ONLY phone • Active supporters/promoters 32% Mobile primary BUT 42% Facebook Mobile app • Require multichannel appeals • Tracking difficult 53% Texters. Page 35
    35. 35. MoreDefining Values on Gen X Peer-motivated Social Media Habits (% doing regularly) Support random, emotional Time vs. money Online connection Value 56% 30% 13% 11% 11% • Size of gifts to top charities • Lifetime value Mobile Habits • Lower-cost appeals 28% Mobile ONLY phone • More than dollars 37% Mobile is primary • Viral promoters 27% Facebook mobile app • Most Educated, Higher Income 40% Texters BUT • Harder to secure. Page 36
    36. 36. More on Boomers Defining Values Giving more planned Tech/Media Profile Efficiency/overhead concerns 29% Facebook (reg) 2-in-10 retired (60% Total) Value 17% Texters • Largest cohort 47% E-newsletters • Size and dollars 55% Bank online • Income 33% Shop online. Page 37
    37. 37. More on Matures Defining Values Pre-meditated giving Loyal But guarded Scrutiny Tech/Media Profile 17% Facebook (reg) Value (50% Total) • Largest annual contributions 5% Texters • Greater # of groups 48% E-newsletters • Tracking/Direct mail responsive 57% Bank online BUT 34% Shop online • Smallest cohort and shrinking • Less open to new appeals. Page 38
    38. 38. And then there is Gen Z… • Do you have an integrated plan for supporters under 15?. Page 39
    39. 39. Increasingly Multi-Channel Behavior % Who Agree, Appropriate Solicitation Channel GEN Y GEN X BOOMER MATURE MAIL 71% 71% 75% 64% EMAIL 67% 60% 51% 40% SOCIAL MEDIA 59% 30% 15% 13% PHONE 38% 38% 39% 35% TEXT 23% 14% 9% 9%Source: Next Generation of Canadian Giving, Convio, hjc, Stratcom 2010. Page 40
    40. 40. Evidence – Put It All Together What does integration look like in the real world?. Page 41
    41. 41. The House of Glass: An Integrated Case Study. Page 42
    42. 42. Proving Integration Makes aDifference in Fundraising• Radio 3FM - Public broadcast• 1 week (Xmas week)• House of glass on a public square in Utrecht• 3 radio DJs• 24 hours life radio for 5 days• No food. Page 43
    43. 43. Marketing Tools• Radio announcement• TV commercials• TV news coverage• Newspaper articles• Text bar on the TV screen• Internet• Word of mouth. Page 44
    44. 44. Fundraising Tools• How to make a song request and pay 1. Internet - www.3fm.nl 2. Telephone – 0909-1336 3. Postcard with bank authorisation• Not related to the song request 4. Auction 5. SMS 6. Cash donations 7. Company of the day. Page 45
    45. 45. Channel Team Work! Donations 20 40 Online SMS 30 Telephone Walk Up 10. Page 46
    46. 46. The Halo Effect! Donations 1,000,000 915,000 900,000 800,000 700,000 600,000 500,000 Donations 400,000 300,000 220,000 240,000 200,000 100,000 0 Year 1 Year 2 Year 3. Page 47
    47. 47. . Page 48 Daryl Upsall Consulting International SL
    48. 48. . Page 49 Daryl Upsall Consulting International SL
    49. 49. CASE STUDY: Farm Sanctuary Multi-Channel Year-End Appeal The Problem: Farm Sanctuary wanted to increase the number of animals it would save inthe upcoming year, which meant getting donors on board to generate the additional fundingneeded. The Response: Farm Sanctuary’s year end appeal Campaign Strategy allowed FarmSanctuary to alert members, raise money, and secure a matching gift challenge with a year-end deadline. The Campaign: Avalon worked with Farm Sanctuary to implement a multi-channelcampaign that included: • Multiple E-Fundraising emails • Direct mail • Online The Results: The multi-channel, multi-phase approach hit the mark as we hoped. The finalemail effort generated 37% of the total email revenue in just 24 hours! Overall, the campaignproduced a 17% higher response rate and 42% more net revenue than the previous year-endeffort. . Page 50
    50. 50. CASE STUDY: Farm Sanctuary Components of a Multi-Channel Campaign Year-End Direct Mail Mail December 16th E-Appeal resend to E-Appeal Last chance E-Appeal non-respondersEmail December 16th December 22nd December 30th. Page 51
    51. 51. CASE STUDY: Farm Sanctuary E-Fundraising Emails E-Fundraising Emails Three fundraising emails were sent to the full Farm Sanctuary email list. While respondents to the first email were suppressed from the second email, we added them back into the third email effort. The third email effort was dropped the day before the December 31 matching gift deadline and included a compelling video clip from Farm Sanctuary’s President and Co-Founder, Gene Baur. As a result, we were able to encourage Farm Sanctuary’s best donors to make an additional gift to the campaign - taking advantage of both the tax deductibility and matching gift.. Page 52
    52. 52. CASE STUDY: Farm Sanctuary Direct Mail Avalon worked with Farm Sanctuary to time the direct mail appeal and the first email appeal to arrive at the same time. Avalon’s year end strategy was three-fold: increase contact frequency, maximize multi- channel communications, and emphasize urgency. Farm Sanctuary was able to secure a matching gift challenge with a year-end deadline, which we were able to leverage for added urgency.. Page 53
    53. 53. Results and Learnings Efforts Qty Gifts Gross Revenue RR AG FY10 DM 1 52531 2553 $ 163,887.00 4.86% $ 64.19 FY10 Online 3 158120 1850 $ 162,468.00 1.17% $ 85.63 TOTAL FY10 210651 4403 $ 326,355.00 2.09% $ 74.12 FY09 DM 1 61893 2092 $ 108,790.00 3.38% $ 52.00 FY09 Online 1 39200 294 $ 40,354.00 0.75% $ 137.26 TOTAL FY09 101093 2386 $ 149,144.00 2.36% $ 62.51. Page 54
    54. 54. A Public Broadcaster• Brand is perceived as authentic• No integrated fundraising execution. Page 55
    55. 55. 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.. Page 56
    56. 56. How Do They Do It? Team Optimization Multi Channel Integration Culture Committed to Service. Page 57
    57. 57. It would take an integrated solution…• Senior management support• Cross departmental cooperation• Create an integrated plan and stick to it. Page 58
    58. 58. Online and offline integration. Page 59
    59. 59. Online and offline integration. Page 60
    60. 60. Launched Impact Report for Donor Loyalty. Page 61
    61. 61. 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. Page 62
    62. 62. Launched Symbolic Giving. Page 63
    63. 63. 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. Page 64
    64. 64. 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. Page 65
    65. 65. Results – 2010 and 2011. Page 66
    66. 66. Holiday 2011 Campaign The campaign featured a landing page, which displayed ―messages of hope‖, left by constituents when they were making donations. The landing page also featured a video with a brief explanation of what the BC Cancer Foundation is, a campaign thermometer and a promotion of the ability to send eCards.. Page 67
    67. 67. Holiday 2011 Campaign The campaign was active for about three weeks, ending on December 31, 2011. It included: 1. Google AdWords Search Network (Paid Account) 2. Google AdWords Display Network 3. Google AdWords Search Network (Google Grant Account) 4. Email. Page 68
    68. 68. . Page 69
    69. 69. Wrap Up. Page 70
    70. 70. Wrap Up Questions, thoughts or reflections…. Page 71
    71. 71. Results and Learnings Overall Revenue: 1,272 gifts, $275,003, $216.20 average gift 1. Big Breakthrough #1: Google Search, Adwords - $2,500 spent with a return of $58,000. 2. Big Breakthrough #2: Larger Gift array led to larger gifts 3. Big Breakthrough #3: More emails, with personalization and e-cards, led to more money online. Page 72
    72. 72. CASE STUDY: League of Women Voters Multi-Channel Urgentgram Appeal The Problem: The League was under attack by a bogus organization. The Response: The League’s September/October 2009 Emergency UrgentgramCampaign allowed the League to alert members, raise money, and highlight the League’sposition on health care during the nation’s health care debate. The Campaign: Avalon worked with the League to implement a multi-channel campaignthat included: • Multiple E-Fundraising emails • E-Engagement email • Telemarketing • Direct mail • Online and social networking strategy The Results: The Emergency E-Appeals were by far the most successful the League hadever seen, raising more than double the online fundraising budget for the entire fiscal yearfrom just one campaign! The unbudgeted direct mail effort brought in significant additionalincome on top of their traditional mail schedule. . Page 73
    73. 73. CASE STUDY: League of Women Voters Components of a Multi-Channel Campaign Urgentgram MailMail Appeal Telemarketing TM E-Appeal resend to E-Newsletter E=Engagement piece E-Appeal Follow-up non-responders E-Engagement piece Email Day 1 Day 2 Day 6 Day 10 Day 12 Day 14 Homepage Social networks Press releaseWeb. Page 74
    74. 74. CASE STUDY: League of Women Voters E-Fundraising and E-Engagement EmailsE-Fundraising Emails E-Engagement Emails Two fundraising emails were sent to the full Regularly scheduled E-Newsletter sent inLeague email list addition to two E-Engagement emails Second E-Fundraising email was sent to non- E-Engagement emails highlighted ways forresponders; used preview pane language to citizens to get involved as well as a Leagueconvey urgency PSA, which was funded by revenue raised Landing page matched look and feel of from the E-Fundraising emailsemails E-Engagement emails boosted fundraising by including soft asks . Page 75
    75. 75. CASE STUDY: League of Women Voters Telemarketing The League was already on the phones with sustainer, reinstatement, and appeal telemarketing campaigns. Avalon worked to change copy in each of the three scripts to reach as many people as possible. Changes were made to scripts within days of the issue first arising; message matched online communications. Donors responded very generously on the phones to this tangible threat; health care – an issue dominating the news also resonated with donors.. Page 76
    76. 76. CASE STUDY: League of Women Voters Direct Mail Avalon worked with the League to get an unbudgeted direct mail appeal out the door within two weeks. A simple format and very strong teaser conveyed urgency.. Page 77
    77. 77. CASE STUDY: League of Women Voters Website and Social Networking Messaging was also coordinated on the League’s website and through their social networking profiles. Homepage included a fundraising ask, which provided extra collateral income. Facebook status alerted fans to the situation, sparking a discussion online, and driving traffic to the League’s website.. Page 78
    78. 78. Results and Learnings Efforts Qty Gifts Gross Revenue RR AG Standard e- Appeal 2 28884 55 $ 2,275 0.19% $ 42.13 LAV e-Appeal 4 242,489 1915 $ 102,910 0.89% $ 53.35. Page 79
    79. 79. Wrap Up Questions, thoughts or reflections…. Page 80
    80. 80. Remember to fill out the online survey to win FREE consulting session! http://www.surveymonkey.com/s/KX8MM6J. Page 81
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×