Masterclass: 25 Ways To Kick Start Your Cross Channel Fundraising!

25 Ways to Kick Start your Cross-Channel Fundraising
Mike Johnston – HJC
Lynne Boardman – HMA
Tad Druart - Convio

TP2010
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@hjcnewmedia
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Your presenters...
Mjohnston@hjcnewmedia.com
President and Founder, HJC
Lynne Boardman
lynne@harveymckinnon.com
Managing Director, HMA
Tad Druart
tdruart@convio.com
Director of Corporate Communications and Marketing,
Convio

A virtual tour
What is it?
Why do it?
What’s stopping you?
Online and Direct Mail: Australia, France, Canada
Online and the Telephone: Canada, US, UK
Text messaging and voice: Argentina and Austria
New York Public Library – using cross channel fundraising to break down silos
Online and video: France
Online and major gifts and legacies: Canada, Mexico

Cross Channel Fundraising
The use of multiple channels (online, direct mail, telephone, mobile) to support one another to raise more money and build better donor relationships

Cross Channel Fundraising
Why do it?

Giving Channels% donated this way in last 2 years (total)
Emerging Channels
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Solicitation Channel (From charities/nonprofits with established relationship)
% say appropriate solicitation channel
(rank ordered by very important –blue)
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What does it mean?
Fundraising is profoundly multichannel
Causation may be impossible to track
Traditional donor databases are dinosaurs
Remove the silos within your organization
Direct mail and telemarketing need to evolve
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Integration opportunities or threats? Area One: Direct mail and email
Proprietary and Confidential

NPT Research: 1,000 calls
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Web Triggers Direct Mail Response When you received a mail solicitation from a charity, which of the following places on the Internet do you look at before deciding whether to give money

If 37% of direct mail donors who get a direct mail solicitation go to the charity’s web site before giving then shouldn’t cross-channel integration look like this?
Press Advertisement

Cross-channel integration
Magazine Advertisement
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Visitors were asked to fill out petition including mailing address and email…

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Direct Mail integration (coordinating messaging)
There were three test cells:
RECEIVED ONLY MAILING.
RECEIVED EMAIL BEFORE THE MAILING.
RECEIVED EMAIL AFTER THE MAILING.

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Pre-DM

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Post-DM

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Paper catalogue in support of an online symbolic giving campaign…
In 2005, an online only symbolic gift catalogue was introduced, it raised approximately $48,000 in its first year.
The second year, a simple catalogue was sent to direct mail donors in November of 2006 introducing them to the symbolic giving catalogue.
It was sent to approximately 10,000 donors and raised an additional $74,180.00
And a comparison of Nov 05 dm donors receiving a holiday appeal without a catalogue the month before vs. the 06 donors who received the catalogue showed a $15,000 reduction in income vs. $74,180 increase – for $59,180 net return on more integrated offline/online approach
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Use the telephone with online!
Responsibly and strategically

The Phone can be irritating…
“The bathtub was invented in 1850 and the telephone in 1875. In other words, if you had been living in 1850, you could have sat in the bathtub for 25 years without having to answer the phone”
Bill DeWitt
hjc
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Proprietary & Confidential

But it can have power and resonance
“The telephone, which interrupts the most serious conversations and cuts short the most weighty observations, has a romance of its own” Virginia Woolf
hjc
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The phone and online?
hjc
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Further tests…
A phone test was conducted a second year with online event registrants…
The test group that received a phone call (2.5 minutes in length) raised $131.42 more than a registrant who did NOT receive a call
hjc
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Online pledge pages and calling….
hjc
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High touch…high gift amounts…
20 board member pages
$237,534 raised ($143,000 by one board member)
Phone used to stimulate, manage, and help board members with their personal pages
hjc
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The next step was to call convert these donors. We did not breakout the different online warm lead sources to compare telephone conversion rates.
UK
7.25% conversion to monthly giving
No single donations – not asked
Average gift: $6.5 per month
Cost to convert the online warm via the phone: $68.00
Breakeven ROI: 23 months
North America – this is the estimated return
Average gift: $15 per month
Cost to convert the online warm lead per donation: $65.00
Breakeven ROI: 12 months

One last piece in the ROI. Apply the online lead costs to the telephone conversion costs
UK
Average $9.17 online warm lead cost + $68.00 per phone conversion = $77.17 cost per donor
With a LTV of approximately 5 years giving a gross revenue of $385.85 – $152.17 ($77.17 + $15 a year stewardship cost X 5) = $233.68 net revenue per donor
North America
Average $9.17 online warm lead cost + $65.00 per phone conversion = $74.17 cost per donor
With a LTV of approximately 5 years giving a gross revenue of $900 – $149.17 ($77.17 + $15 a year stewardship cost X 5)= $750.83 net revenue per donor

SMS
Collect mobile phone numbers during the advocacy action and instead of emailing the thank you text them a thank you.
Then send them a text to give ask or call that mobile number.

One million text “votes” in 51 days.

9.65% conversion to monthly giving: 15,388
Average gift 3.28 dollars/month
170,658 called on their mobile phones
7.6 million dollars LTV (over 5 years)
800,000 new contacts
50% converted to monthly giving

5% of total donations to tsunami
MSF Austria
Medécin San Frontiers Austria

282,000 Euros in single gifts
60% said YES
Voice and text to build relationships
Medécin San Frontiers Austria

Why we have to get this right...
Catholic Relief Services – when someone made a text donation during the Haiti earthquake aftermath they were given a chance to connect to a call centre. The organization believed that “calls could build a stronger bond with donors”. They are right – and we’ve shown you.
Sprint Nextel shut the service down.
Charities need to fight for the FCC to make sure that texts, like telephone calls, cannot be interrupted by phone companies. You can see why it’s important!

Sending a recorded message works too!

Sending a recorded message works too!
$250 set up
.05 to .10 cents per message – depending on volume…
It’s worth testing!

A cross channel campaign that broke down institutional silos…
New York Public Library

New York Public Library
“When a man knows he is to be hanged in a fortnight, it concentrates his mind wonderfully”
Samuel Johnson
An integrated campaign over 44 days in the summer of 2009

Advocacy Page.
Constituents simply typed in their address and their City Council Member is located and a template message was generated

Campaign branding throughout the site

Results
10,974 emails sent to City Council Members
Over 20,000 written letters sent
Gross revenue $50,058.68
1,000 donors
584 new donors
“The main reason we stopped the cuts was this online campaign. I would be the first to say otherwise, but it's true.”

Creating an integrated schedule

What did we learn about making cross-channel work with New York Public Library?1. Get buy-in at the senior level2. Have departments work together (maybe for the first time)3. Create an integrated team4. Create an integrated goal (with different metrics of success for each department)5. Create an integrated plan6. Matrix reporting structure MAY make sense with individuals temporarily reporting cross-department

Online and Video

An acquisition test online:


Banner
Email
Banners and email rentalsdrovetraffic to a landing page thatasked people to watch a video and donate…



Bannière
Email


page appel à don
page vidéo

Online acquisition that works… our approach
DM test: In the end, the dm appeal found 528 single gift donors, 29 monthly donors and invested 79,000 euros to find those donors.
vs.
Online test: In the end, the online appeal found 256 single gift donors and 62 monthly donors and invested only 4,100 Euros.

Online will be increasingly important for major gifts and legacy giving

Online survey #1:15 expectancies103 leads - CanadaOnline survey #2:52 expectancies164 leads – United StatesOnline survey #3:9 expectancies1,043 leads – Mexico
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tracking the impact that sites like Facebook make to fundraising and campaigning

What’s your credit card limit?

A virtual conclusion
Cross channel fundraising: increases response, increasing average gift and the number of gifts?
What’s stopping you? Senior leadership, departmental rivalry and silos, or just having a plan?
Time to start now! Your donors are already cross-channel supporters…

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Masterclass: 25 Ways To Kick Start Your Cross Channel Fundraising!

by hjc on Apr 16, 2010

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Masterclass: 25 Ways To Kick Start Your Cross Channel Fundraising! — Presentation Transcript