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

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This exciting session will explore the many innovative ways to attract and retain supporters exposing you to multi-channel fundraising – like you’ve never seen before. What are the different ...

This exciting session will explore the many innovative ways to attract and retain supporters exposing you to multi-channel fundraising – like you’ve never seen before. What are the different media channels available for fundraising? How hard is it?
In the ever changing demographics of our world, today’s fundraisers need to be on top-of-their-game and embrace new techniques to find supporters and keep the ones you have! We guarantee that you will have fun as you witness the endless ways others have jumped into the age of Google and started to combine direct mail, social network sites, personal pages, digital photos, blogs, video, twitter, widgets, audio podcasts and mobile phones to raise money and build relationships with their supporters.
This fast-paced session, with up-to-date examples from some of the most accomplished and many other exciting fundraising brands will help you master cross-channel fundraising!

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  • Lot of information on this chart. Two most common ways to “give back” are what I know some of you refer to as “tipping” – leaving a buck for charity here or there at the supermarket, etc; and of course check by mail. But what I really want to focus on is some of the generational differences. Gen Y most likely to give in small ways -- $1 at checkout type of gift. No one prevalent channel beyond that -- as likely to give via website as check, same numbers at gift shop, event, etc. More than 1-in-10 say they have participated in mobile philanthropy. Giving thru SM more prevalent than other generations, but still small. Gen X true multi-channel givers -- more likely to give through many of these channels than other generations. Most likely to make online donations (though still a little less than good old check). Both X and Y more likely to participate in something like Gap Red campaign where part of the proceeds fr third party vendor purchase goes to charity. In focus groups we heard that this is a way that they can easily and affordably be charitable. Win-win (i.e. Gap – “I shop there anyway, and it’s a way to feel good”). X using monthly debit more than other cohorts. –NOT REALLY -- THE DIFFERENCE IS WITHIN THE MOE Matures (and Boomers) most likely to mail in a check. A third of Matures have made tribute gifts. More have given via phone solicitation than other generations (though still just a quarter).Q7: Which of the following giving methods have you used in the past 2 years (select all that apply).Bold numbering in the table on the right indicates significance at the 95% confidence level
  • WOM is seen as the most effective solicitation channel for Gen Y, X, and Boomers For Matures, direct mail is just as effective Younger generations are more open to other forms of solicitation: email (just as effective as dm with Y), social media, phone (though note that they are less likely to have a landline, and we heard in the focus group not as familiar with telemarketing) Mobile solicitation is still its infancy (more on this in a few minutes), but has more acceptance among younger audiences.All 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. Prospecting direct mail more acceptable than email across generations by 2:1 (45% to 21%) (different than what we saw on previous slide), but donors described that responding is not always a “feel good” experienceQ22 :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
  • Fundraising is profoundly multichannel
  • By calling people we made a 20% goal difference.
  • By calling people we made a 20% goal difference.

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

  • 25 Ways to Kick Start your Cross-Channel Fundraising
    Mike Johnston – HJC
    Lynne Boardman – HMA
    Tad Druart - Convio
  • TP2010
    Tweeting today?
    @hjcnewmedia
    Follow us as...
    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
    11
  • Solicitation Channel (From charities/nonprofits with established relationship)
    % say appropriate solicitation channel
    (rank ordered by very important –blue)
    12
  • 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
    19
  • Integration opportunities or threats? Area One: Direct mail and email
    Proprietary and Confidential
  • NPT Research: 1,000 calls
    Proprietary and Confidential
    10
    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
    Proprietary and Confidential
  • Cross-channel integration
    Magazine Advertisement
    Proprietary and Confidential
    12
  • Proprietary and Confidential
    13
    Visitors were asked to fill out petition including mailing address and email…
  • Proprietary and Confidential
    14
    Direct Mail integration (coordinating messaging)
    There were three test cells:
    RECEIVED ONLY MAILING.
    RECEIVED EMAIL BEFORE THE MAILING.
    RECEIVED EMAIL AFTER THE MAILING.
  • Proprietary and Confidential
    15
    Direct Mail integration (coordinating messaging)
    Pre-DM
  • Proprietary and Confidential
    16
    Direct Mail integration (coordinating messaging)
    Post-DM
  • Proprietary and Confidential
    17
    Direct Mail integration (coordinating messaging)
  • 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
    Proprietary and Confidential
    18
  • 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
    21
    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
    22
    Proprietary & Confidential
  • The phone and online?
    hjc
    23
    Proprietary & Confidential
  • 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
    24
    Proprietary & Confidential
  • Online pledge pages and calling….
    hjc
    Proprietary and Confidential
    25
  • 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
    Proprietary and Confidential
    26
  • 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
  • 50% converted to monthly giving
    282,000 Euros in single gifts
    60% said YES
    Voice and text to build relationships
    Medécin San Frontiers Austria
    50% converted to monthly giving
  • 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
    Proprietary and Confidential
  • Online and Video
    Proprietary and Confidential
  • 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
    Proprietary and Confidential
  • Online survey #1:15 expectancies103 leads - CanadaOnline survey #2:52 expectancies164 leads – United StatesOnline survey #3:9 expectancies1,043 leads – Mexico
    Proprietary and Confidential
    51
  • Proprietary and Confidential
    52
    • tracking the impact that sites like Facebook make to fundraising and campaigning
    Proprietary and Confidential
  • What’s your credit card limit?
    Proprietary and Confidential
  • 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…