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  • Win a multi-channel consulting session
  • 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
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  • ChrisBlackbaud offers a mobile experience for both supporters/donors and staff.- Supporters/Donors access a mobile-optimized version of your website- Staff accessed an optimized version of The Raiser’s Edge on their mobile device.
  • ChrisData PortabilityOptimized presentation of constituent information for smartphoneUp-to-date information for constituent profiles—no more printing static copiesAccess recent gift dataNo more lugging around binders or laptopsAdd constituents as Favorites for offline access Leverage native smartphone functions like click-to-call, mapping, email, textEase of UpdateMeets users where they are used to workingAdd/edit notes and call reports on the road—right into the constituent recordComplete your assigned actions and add new actionsConstituent RecordEasy to read contact informationEmail, call or text right from the constituent recordSee Details, Giving, Notes, Actions, Relationships
  • Win a multi-channel consulting session
  • Win a multi-channel consulting session

Transcript

  • 1. UNCOVERING INTEGRATEDFUNDRAISING BEST PRACTICES FORUNIVERSITIESPresented by: Michael Johnston, President, Hewitt and JohnstonConsultants
  • 2. Who Am I?Michael Johnston
  • 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 Canadian University integrated fundraising consulting sessionhttp://www.surveymonkey.com/s/MDGRWSJ
  • 4. The current reality – what youtold us• Over 20 Universities answered the questionnaire• Here’s what you’ve told us – and your peers
  • 5. All hail direct mail!Please rank the following channels in the order of importance toyour annual giving program? (1 is most important) Rating 1 2 3 4 5 AverageDirect mail 71.4% 0.0% 28.6% 0.0% 0.0% 1.57Events 0.0% 14.3% 14.3% 42.9% 28.6% 3.86Online 0.0% 14.3% 42.9% 28.6% 14.3% 3.43Phone 14.3% 14.3% 14.3% 14.3% 42.9% 3.57Face-to-Face 14.3% 57.1% 0.0% 14.3% 14.3% 2.57
  • 6. The King is Dead. Long live the King. Which of the following channels do you think will be most important to your annual giving program in 10 years? 0% 17% 17% 0% Direct mail Events Online Phone Face-to-Face Other 33% 33%
  • 7. Channels used by Canadian donors10/26/2012 proprietary and confidential
  • 8. Your University donors are –fundamentally…
  • 9. The bugbear: integrationneeds to take place in morethan one direction Renewal In a chronological Vertically customer Donor Development contact flow Acquisition Theme Messaging Style Horizontally
  • 10. Integration to Grow YourPyramid – with annualcampaign as the foundation… Wills Major Monthly Wills Major Monthly One-off One-off Prospect Prospects
  • 11. Integration for the WholePyramid• 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!
  • 12. DATA – AND HOW TOSORT IT…
  • 13. THE FIRST TRIUMVIRATE
  • 14. THE FUNDRAISING TRIUMVIRATE RFM Propensity Self- Modeling andIdentification Wealth Surveys Screening
  • 15. The Fourth – customer lifecycleplanning Do you have a lifecycle plan for your alumni (from student to death) to map out how you will steward and cultivate them? 25% 37%YesNoI don’t know 38%
  • 16. CLM
  • 17. Online is still early days foreveryone – including Universities What best describes your online vs. offline donor ratio? 12% 25%0% online : 100% offline5% online : 95% offline10% online : 90% offline15% online : 85% offline20% online : 80% offline 13%More than 20% online 50%
  • 18. However, you receive a higher average giftthan most other verticals(health, environment, social services) What is the approximate one time gift donation amount made offline to your University? 12% 25% $10-$49 $50-$99 12% $100-$149 $150-$199 $200-$249 $250-$499 13% 13% $500 or more 0% 25%
  • 19. You are beginning to look at peer2 peer fundraising more… If you use a peer to peer giving application to raise funds for your University, what specifically do you use it to raise money for? (Please select all that apply.) 0%Memorial/Honour/Tribute 18%Specific Class/Faculty/DepartmentFor events (ie. a mountain climb to 46%raise money for research at thefaculty of medicine) 18%For athletics/Sports departmentOther 18%
  • 20. Maximizing peer 2 peer• friends asking friends in all channels• third party event portals• memorial/tribute/honour giving• virtual galas to compliment real galas
  • 21. College of the Holy Cross: Multi- Channel Friends Asking Friends • Holy Cross has a longstanding tradition that has helped encourage alumni giving. • Volunteers in each class write letters to classmates several times a year that detail how donations are being used and appeal for future gifts • How can you leverage online and offline to do this?10/26/2012 proprietary and confidential 22
  • 22. Friends and Family get results• Call 15,000 donors• Reach 30% = 4,500 donors called• 22% ask for a kit and 16% send them out (to 10 family members or friends)• 40% of people who receive the ask from a friend or family member give!• Do you do this online or offline at your University?
  • 23. Leveraging online
  • 24. A peer2peer portal
  • 25. Peer to Peer and Memorial Giving
  • 26. Peer to Peer and Memorial Giving
  • 27. Commemorative, in memory, peerto peer proprietary and confidential 29
  • 28. You have lots of potential, domore with monthlies… What best describes the average size of monthly sustainer (automatic deductions from bank account or credit card without an end date) gifts? Poll Question 1: do 12% you use the telephone to10 upgrade monthly 38% 12%15 donors?202530$35 or more 0% 38% $20 0%
  • 29. You are lower than othernonprofit verticals in Canada Approximately what percent of your fundraising revenue comes from monthly giving? 0% 14% 0-10% 29% 0% 5% 10% 15% 29% 20% 25% or more 14% 14%
  • 30. • Create a monthly brand that is relevant to the experience of the individual e.g. Relay for Life participant• Create a relevant, passionate premium• Use multi-channels:a) Face to face at the eventb) Email, telephone follow upHow can Universities create morerelevant, passionate, evocativemonthly giving programs?
  • 31. A form thatmakesmonthlyimportantand adaptsto anydonationdesirehttps://secure2.convio.net/cco/site/SPageServer?pagename=on_donationapi&s_locale=en_CA&s_src=Cancer.ca&utm_source=Cancer.ca&utm_medium=Header&utm_content=DonateOnline&utm_campaign=DONATIONS_ON 33
  • 32. Anotherform thatmakesmonthlyimportantand adaptsto anydonationdesirehttps://www.donate.startanevolution.ca/ea-action/action?ea.client.id=1730&ea.campaign.id=12454 34
  • 33. 10/26/2012 proprietary and confidential
  • 34. You are ‘punching under weight’ Approximately what percentage of your annual fundraising revenue comes from planned gifts? 12% Poll Question 2: 25% You are0% significantly5% lower than the10% hospital vertical –20% and most others.40%Other Why? 63%
  • 35. Online – planned gifts and majorgifts… A higher education online survey found
  • 36. The goals of the survey1. Collect personal preferences of donors for targeted marketing appeals2. 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 heard4. Uncover leads for other forms of giving – including legacies, middle gifts, and major donor gifts
  • 37. Planned Gifts and the Telephone Do you use your call center to uncover planned gifts, and/or monthly gift supporters? 12%Planned gifts onlyMonthly gift supporters only 38%Both planned gifts and monthly gift 25%supportersNeitherWe don’t have a call center 0% 25%
  • 38. Phone and Legacies
  • 39. Events are not of top importance – but how canyou do them more effectively? What percentage of your annual fundraising is done through events? 0% 33% 0-19% 20-39% 40-59% 60% or more 67% 0%
  • 40. 43Proprietary and Confidential
  • 41. 1. Average raised per committee member: $17,129.832. Top 3 committee fundraisers raised $189,252 44 Proprietary and Confidential
  • 42. You see a changing future... Which channel do you think will be most important to your annual/regular giving program in 10 years? 4% 7%Online 14%EventsFace-to-faceDirect MailPhone 61% 14%
  • 43. And the data backs up yourprojections about online• Charitable web site traffic growth in 2011: 38.9% in Canada vs. 11.1% in US• Charitable email open rates in the US were 18.4% vs. 29.2% in Canada• 33% of online donations in Canada are monthly (and monthly is growing online at 7.4% last year)• But in many ways, we are play ‘catch up’ with our US counterparts Data above from Blackbaud:Convio 2012 Online Benchmark Study - http://www.convio.com/2012benchmark
  • 44. Rising interest in mobile How interested are you in using mobile giving to raise money? 0% 17% 33%Very InterestedSomewhat InterestedNeutralNot interested 50%
  • 45. DONOR EXPERIENCE VS. STAFF PRODUCTIVITY
  • 46. Data in your back pocket
  • 47. Not as new as some othernonprofit verticals… How many years ago did you last redesign your website? 20% Poll Question 3: Compared to hospitalZero-Two foundations andTwo-Four health-careFour-Six charities: 100-Six+ 20% 200% more sites 60% over 5 years old. Why? 0%
  • 48. If you are going to redesign your web site for giving… 1. Link to the BIG PICTURE 2. Stories for each faculty 3. A listing of special appeals that fundraising is working on for all the faculties 4. The place to connect those who want to volunteer/mentor/hold a reunion that is then funnelled back to faculties 5. Site is SEO/SEM optimized to help capture people and then move them to a faculty specific site 6. Integrating with Alumni Affairs and Marketing and Communications10/26/2012
  • 49. THE INTEGRATEDCALENDARHow do you meet the demands of an ‘omnivorous’ alumniand donor?By coordinating your marketing!
  • 50. STRUCTURE: ARE YOUREADY TO INTEGRATE?
  • 51. Organizational Structure TraditionalSeparate Metrics & Team Communications ITfor Online MarketingDisparate (SometimesConflicting) Goals DevelopmentInconsistent VoicesRepresenting Organization Government Others (?) Affairs
  • 52. Organizational StructureCoordinated Communications ITShared MetricsThematically CoordinatingIntegrated TeamsCoordinated Appeals Government Development Affairs
  • 53. Organizational Structure Optimized Coordinating TeamsUnified Strategy &Full IntegrationAcross ChannelManagers Online Communications Marketing Development
  • 54. THE STRATEGY MAPAND THE BALANCEDSCORECARDThe Dramatic Oversimplifcation of IntegratedFundraising, Marketing, Communications and CampaigningorPutting Your Organization on One Sheet of Paper – or two
  • 55. The Balanced Scorecard is…“a tool for identifying the underlying modelof success for your organisation and thencommunicating about it, reporting onit, aligning people with it, and managingperformance to deliver the results ”demanded l
  • 56. Your Mission Development Perspective Alumni Relations Measurements: Measurements: alumni % of contact information for Marketing participation %; donor different alumni cohorts (per Measurements:satisfaction (retention, LTV, gift channel); % who attend events; % Branding perceptionsize) cross channel stewardship of recent grads who give statistics, and cultivation business rules (mobile, monthly, etc) Internal Perspective Measurements: internal cooperation (culture, structure, reporting); Learning and Growth Measurements: Courses, Qualifications, Proven Application of New Knowledge
  • 57. Creating a StrategyMap and BalancedScorecard is a Full Contact Sport
  • 58. But it’s worth it!
  • 59. Towson University (Baltimore) – Gary Rubin’s Journey: Full Contact Sport
  • 60. Gary’s view of the Strategy Map and Balanced Scorecard• Gary Rubin, VP Advancement, Towson University (The Wire)• A crooner for his University• “A hanging in a fortnight…”• Needed his 75 staff on the same page• Alumni Affairs, Communications, Donor
  • 61. Gary’s view of the Strategy Map and Balanced Scorecard• My biggest challenge – integration, coordination and team work• The strategy map and balanced scorecard helped us get there• Technology has put even more pressure on being on the same page
  • 62. 10/26/2012 Proprietary & Confidential 67 Slide 67
  • 63. 10/26/2012 Proprietary & Confidential 68 Slide 68
  • 64. 10/26/2012 Proprietary & Confidential 69 Slide 69
  • 65. The End Result• Integrated team: some senior (Directors) people had to go and new people brought in – healthy change• The President is on board• Fundraising results are already improved in retention and acquisition and average gift!
  • 66. Southwest Airlines Strategy Map ProfitabilityFinancial Lower Increased costs revenueCustomer On-time Lowest Flights pricesCapacities Fast ground turnaroundLearning & Ground crew aligned Growth with company goals
  • 67. OBJECTIVES INDICATORS TARGETS INITIATIVES Stockholder Market value 30% CAGR communications ProfitabilityFinance Seat revenue 20% CAGR Increased revenue Price check comparison Lower costs Plane lease cost 5% CAGR Preferred supplier FAA on-time Quality No. 1Customers On-time flights arrival rating management Customer Lowest prices Customer-loyalty ranking (market No. 1 programme survey)Capacities Time on ground 30 minutes Cycle-time Fast ground turnaround optimisation On-time 90% program departure % ground crew Employee stock Ground crew alignedL and G shareholders Year 1: 70% option plan with company goals Year 3: 90% % ground crew Year 5: 100% Ground crew trained training
  • 68. Take our survey! 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 Canadian University integrated fundraising consulting sessionhttp://www.surveymonkey.com/s/MDGRWSJ
  • 69. Thank you!• Mike Johnston mjohnston@hjcnewmedia.com