Une approche à 360° pour comprendre comment la stratégie online

Une approche a 360°pour comprendre comment la strategie online peut renforcer l’esemble de votre strategie fundraising 1 Proprietary and Confidential

Camembert de la collecte de fonds en France 2 Proprietary and Confidential

Un nombre d’utilisateurs importants… • 29 millions d’internautes dont 90 % connectés en haut débit. • 49% se connectent tous les jours. (France, 3ème pays Européen) • 25 % des internautes interrogés déclarent avoir visité au moins un blog dans le mois en cours et plus de 18% en ont déjà publiés un. (France, 1er pays au monde) • 11 % des internautes utilisent des flux RSS et 14% utilisent des podcast. Ipsos-Media, septembre 2006 Journal du Net, december 2006 Médiamétrie // NetRatings 2007 3 Proprietary and Confidential Médiamétrie -eStat - CybereStat 2007

Une part relativement mineure mais… Nature Montant Collecté Pourcentage Chèque et Autres 281 043 857 ! 82% Prélèvement Automatique 57 484 093 ! 17% Don en ligne 3 299 073 ! 1% TOTAL 341 827 023 ! 100% Source : Unogep - Baromètre de la Générosité 2006 - 23 associations membres 4 Proprietary and Confidential

… un don moyen 3 fois plus important… US 2 fois plus!! Online donors Offline donors FR Charities 110,00 ! 40,00 ! ePhilanthropy.org 3 fois plus !! UNOGEP 2006 5 Proprietary and Confidential

What are we going to talk about in our integration session? A definition The reasons to integrate Proving through case studies whether it’s worth integrating old and new media fundraising 6 Proprietary and Confidential

Integration Defined Definition - Integrate: Make into a whole, complete  Bring together (parts) into a whole.  7 Proprietary and Confidential

Why Integrate? • We make more money • We have better relationships e.g. better LTV • We have more active donors e.g. improved response rates • We often call these effects ‘the Halo effect’ • A planned marketing mix is more effective than a random selection of distribution channels ] • What else? 8 Proprietary and Confidential

Online connects to all fundraising 9 Proprietary and Confidential

Area of potential integration #1: direct mail and the online enviroment 10 Proprietary and Confidential

Direct Mail integration (coordinating messaging) Amnesty’s direct mail renewal package maintains the same look… 11 Proprietary and Confidential

Direct Mail integration (with landing page) …and feel as the online landing page to renew a donor… 12 Proprietary and Confidential

Direct Mail integration (with giving form) …and is shared with the online giving form 13 Proprietary and Confidential

Direct Mail integration (with email) 14 Proprietary and Confidential

Direct Mail integration (with email) 15 Proprietary and Confidential

Results • Approximately .1 - .3% conversion per mailing with the majority of donors choosing monthly giving over single gift giving • Increasingly in every mailing • Approximately 50% increase in online gift compared to dm offline gift amount 16 Proprietary and Confidential

Direct Mail Integration Tips • Is your organization’s email address clear and easy for donors to find? Is it part of their address section on the reply coupons so they will automate think of filling it out? • Is your URL clear and easy to read on all direct mail pieces? • Under your contact information, does your direct mail have a section for more information? • Does it mention your website or a email address donors could use to ask their question? • Where are your URL & email coordinates located? Are they on the letter, reply coupon and outer envelope? 17 Proprietary and Confidential

Direct Mail Integration Tips • Does the monthly giving section include an online option? For example, if you would like to sign-up as a monthly giving partner, please visit our website at www.yourorg.org • In your direct mail packages, do you ask donors if they would like to receive correspondence via email? • Use drip marketing with each package. Ask your direct mail donors a question to gather a portfolio regarding their giving preferences, giving online, how they would like to receive correspondence, etc.? • Ask your direct mail donors if they would like to receive an e-newsletter? 18 Proprietary and Confidential

Direct Mail Integration Tips • Introduce new campaign through direct mail packages and tell your donors to find out more information, visit the website at the link location. • Ask your direct mail donors to fill out a supporter survey online at the link location 19 Proprietary and Confidential

Area of potential integration #2: Integrating the phone and online 20 Proprietary and Confidential

Integration with Telemarketing • Called online non-donors who had taken one action online in March 2005 • Total phone match: Approx. 20,000 • Results: – Online activist pledge rate: 21% – Online activist average pledge: $27.38 – Now… has anyone got warm email lists?! 21 Proprietary and Confidential

The phone… 22 Proprietary and Confidential

The phone… • Four test streams… 1. Three email only solicitations streams (different content) 2. Web donors who’ll receive phone call 3. Phone donors who gave over phone will receive conversion call How did the single gift online donors convert to monthly giving? 23 Proprietary and Confidential

Results … • Results were good, 13% conversion rate for web to phone vs. .2% for web to email and 7% to phone to phone • 70% of donors are monthlies, the rest are single gift • $11 per month average • $53 single gift average • An immediate 2:1 ROI and an LTV profit of over $1 million dollars! • These donors are NOT on the Oxfam data base and are new, first time donors 24 Proprietary and Confidential

Results … • So we know that flash philanthropy and warm online activists can be effectively reached through the phone • It builds trust so it can convert activists to donors • And it can convert online OTG donors to monthly donors 25 Proprietary and Confidential

Results … • So we know that flash philanthropy and warm online activists can be effectively reached through the phone • It builds trust so it can convert activists to donors • And it can convert online OTG donors to monthly donors 26 Proprietary and Confidential

Quick Wins: How do we convert our phone vendors to integrated fundraising? • Real time processing. Your phone vendor can process single gifts in real time through its window/web environment. Their callers can process credit card gifts immediately. • E-tax receipting. Donors expect to receive an e-tax receipt if they want one. This depends on the country. If it makes sense, have callers send an e-tax receipt for single gifts immediately after having the gift confirmed as processed. 27 Proprietary and Confidential

How do we convert our phone vendors to integrated fundraising? • Test an electronic pledge fulfillment package. Your vendor, will your help, will send a paper based pledge fulfillment package to those who pledge, but don’t consummate the gift on the phone. You would then work with your phone vendor to create the electronic equivalent of the pledge fulfillment package and then test it against a control cell of paper pledge fulfillment recipients. 28 Proprietary and Confidential

How do we convert our phone vendors to integrated fundraising? • Be prepared to ask for an email in the script and be prepared to do something with it. Your organization should ask for an email in the calling script, but be prepared to have regular email communication and solicitations during the year. 29 Proprietary and Confidential

Less than Quick Wins: How do we convert our phone vendors to integrated fundraising? • Test a video/interactive piece as part of the either the thank you follow up or pledge fulfillment piece. If your organization has powerful images, interactive content, or video content that could be sent via email and the web to donors or pledgers, then you may inspire second gifts from receipted online donors and fulfilled pledges from pledgers. 30 Proprietary and Confidential

Less than Quick Wins: How do we convert our phone vendors to integrated fundraising? • Give monthly donors over the phone a special online area. You might want to create a special monthly giving only area online. That area may need a password. The content would be about their monthly gift and what they accomplished. In the future, that password area could be improved to be something that’s highly personal e.g. review of giving history, personalization of content to the monthly donor’s tastes. 31 Proprietary and Confidential

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Does video work embedded in an email or as a link? • The jury is still out • Our experience shows (in a test on a database of 800,000 online activists in the US) that the link was more effective in the net return • But we’ve got a long way to test this… 33 Proprietary and Confidential

Area of integration potential #2: The TV (DRTV) and the online environment 34 Proprietary and Confidential

Three areas for TV and online: a) Driving DRTV/monthly donors online to make their gift – SOS Children’s Villages Canada and Finland b) Driving interested citizens to view the end of a video/learn more/perhaps give – Greenpeace Latin America and CANFAR c) Driving interested citizens to follow a celebrity to learn more on an issue and then discover a low brand awareness organization – CHF Partners 35 Proprietary and Confidential

SOS Children’s Charity: DRTV to the Web 36 Proprietary and Confidential

TV to drive people online 37 Proprietary and Confidential

Telemarketing – Tribute to Heroes 40 Proprietary and Confidential

Results • United Way of Toronto staff answered calls while online • Processed the gifts instantly with automated e- commerce tool • Staff asked donors if they would like to get an automatic tax receipt • United Way of Toronto processed over 6,000 gifts online (with an average gift of $81, via the telephone) • sent almost 5,000 electronic tax receipts back to the 5,000 individuals who not only gave a gift over the phone but also gave their email address 41 Proprietary and Confidential

What are the challenges of TV and online: 1. do you lower overall results if you’d make them ‘pick up the phone now!’? 2. you have to track activities like click throughs and have a unique giving form to judge effectiveness 3. Similarly, tracking of activity must be done 42 Proprietary and Confidential

If New Media Fundraising has to help all areas of fundraising, then why not legacies… So.. what about bequest video online? 43 Proprietary and Confidential

An integrated e-philanthropy acquisition campaign… 45 Proprietary and Confidential

Integrated giving form 46 Proprietary and Confidential

Viral element - ecard 47 Proprietary and Confidential

Google keyword ad 48 Proprietary and Confidential

Yahoo keyword ad 49 Proprietary and Confidential

Chatelaine.com 50 Proprietary and Confidential

Care 2 Dear Friend, I know you lead a busy life so I’ll make this very brief. Most likely, your holiday season will be a time of plenty. But for some many people around the world – this holiday will be a struggle to survive. With your help today, we can make their lives better by giving them a donkey. You heard me correctly – a donkey! Let me explain. Zahra is a hard working mother who lives in the Bati district of Ethiopia — an area of the country that, for decades, has struggled with recurring drought and famine. Once a week, to make ends meet, she walks to market with a couple of her hand-made pieces to sell. Unfortunately… 51 Proprietary and Confidential

CKCU Radio Station Appeal button 52 Proprietary and Confidential

The top five results online… 1)keywords #4 2)banners on well known sites - Chatelaine 3)banners on CHF web 4)email Sweetspot #3 5)email Care2 6)email current online donors 7)direct mail letter to all current donors 8)print ad in the National Post 9)bookmarks all public libraries - Ottawa 10)media release #1 11)interview CBC radio 12)interview CTV local news #2 #5 13)radio ad CKCU 14)promotion through our Global Ed program 15)peer-to-peer emails 53 Proprietary and Confidential

They spent $20,000 and found 597 donors who gave $39,765 for a 2:1 ROI. 82% of the donors were new donors! The CHF example reminds me that PR support is vital for integrated campaigns… especially online… 54 Proprietary and Confidential

The radio and online…. Oxfam Canada’s www.oxfamunrapped.ca 55 Proprietary and Confidential

Face to Face 57 Proprietary and Confidential

Direct Dialog integration 58 Proprietary and Confidential

Integration of offline/online/corporate support 59 Proprietary and Confidential

Integration 60 Proprietary and Confidential

Example of a Workplace Giving Page 61 Proprietary and Confidential

Other areas of integration… • Text and voice • Communications/PR and Online 66 Proprietary and Confidential

MSF Austria 50% converted to monthly 5% of total giving donations to MSF Austria MSF Austria tsunami 67 Proprietary and Confidential

MSF Austria 50% converted to monthly 50% converted giving it Would 282,000 Euros to monthly 60% said YES work in the in single gifts giving US? 68 Proprietary and Confidential

If integration works why aren’t we doing it? • What are the barriers to making an integrated new and old fundraising schedule? • If you’ve got one – how did you do it!? 70 Proprietary and Confidential

If integration works why aren’t we doing it? • What are the barriers to making an integrated new and old fundraising schedule? • If you’ve got one – how did you do it!? 71 Proprietary and Confidential

So… • Integration of video, online, and the phone are vital for future relationship building and fundraising • Make a plan • Choose combinations • Test • Improve • Take risk • Try new things • Let’s put a few combinations together… 72 Proprietary and Confidential

Integrated testing: KISS Action Timeline Group A (50%) Group B (50%) #1 1 week after Email primer, we are Brief thank you pho ne call Recognition gift purchase sending you something in or BVM. the mail. Brief thank you letter in the mail. #2 4 Weeks after Email Confirmation. Opt in Email Confirmation. Opt in Follow Up gift purchase to e -communications. to e-communications. Email Your gift has arrived, how Your gift has arrived, how your gift has made a your gift has made a difference. difference. Would you like to be Would you like to be updated on your gift and updated on your gift and our other projects? Sign up our other projects? Sign up for en ewsletter. for enewsletter. #3 Send E - Ongoing, The donor then gets put The donor then gets put newsletters, once a month. into the regular stream of into the regular stream of eappeals, e-communications for six e-communications for six petition s, etc. months. Including gift months. Including gift updates targeted to gift updates targeted to gift type purchased. type purchased. #4 Annual Mid -November, each Mid -November, each Oxfam person who bought a gift is person who bought a gift is Unwrapped challenged to Tell (x#) of challenged to Tell (x#) of Tell-a-Friend Friends. Perhaps make it a Friends. Perhaps make it a campaign contest, the person who contest, the person who tells the most friend s who tells the most friends who 73 refer back to them wins a refer back to them wins a Proprietary and Confidential ________. ________.

Putting and integrated plan together: UJA NY 74 Proprietary and Confidential

Une approche à 360° pour comprendre comment la stratégie online

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