Ntc multiplier final


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NTC11 Multiplier Effect session slides.

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  • Figuration: The act of forming something into a particular shape We are fundraisers! We believe that if your content is compelling, the next question is how can I help? Let them help!
  • Titles: Online fundraiser Development Director Marketing manager Social media manager
  • Regional Foodbank Event Email list of 8000 Slow online giving trajectory Regional Food Bank Email list of 25000 Only 3000 are on DM list They love to give Niche scholarship organization Email list of 5000 3 email sent in the previous year
  • $8.4 million - Governement $18,119,521 in cash Disaster Define disaster Perspective Haiti vs. Tsunami Nobody does what we do
  • FY08 $ 98,674 FY09 $ 114,995 FY10 $ 148,785 FY11 $ 219,573
  • Hundreds voted More than 400 inspiration posts Met the $25,000 match in October in 14 hours – 16% open rate
  • Haiti open: 8% Lent 2010: 6.8% Christmas2010: 6.5% Weekly prayers: 7.4%
  • 2 realities from this: Using language that our donors understand Used resources (priests) that we already had available for content
  • It takes months to set up so start now.
  • Doesn’t include welcome series Content is tied into catholic calendar (Lent – World Day of the Sick) and the donor life cycle (welcome series) so it’s relevant Unsub rate never jumped with increased mailings.
  • Figuration: The act of forming something into a particular shape We are fundraisers! We believe that if your content is compelling, the next question is how can I help? Let them help!
  • Ntc multiplier final

    1. 1. The Multiplier Effect #11NTCmultiply
    2. 2. Session Evaluation Each entry via text or web is a chance to win great NTEN prizes throughout the day! Session Evaluations Powered By: TEXT Text < 11 NTCmultiply > to 69866. ONLINE Use < 11NTCmultiply > at http://nten.org/ntc/eval
    3. 3. Speakers <ul><li>Heather Fignar </li></ul><ul><ul><li>VP, Internet Strategy – Amergent </li></ul></ul><ul><ul><li>@figuration </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><li>Katharine Vuille </li></ul><ul><ul><li>Director of Direct Response – CMMB </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul>
    4. 4. Session Take-Aways <ul><li>  1 effort + 1 effort = more than 2 </li></ul><ul><li>Anatomy of an integrated campaign </li></ul><ul><li>Focus on Successes : Strategies for maximizing the campaigns you‘re already running </li></ul><ul><li>Measuring success </li></ul><ul><li>  </li></ul>
    5. 5. Raise Your Hand <ul><ul><li>Who in here is a… </li></ul></ul><ul><ul><li>Who raised your hand more than once? </li></ul></ul><ul><ul><li>Who has actually deployed an integrated campaign? </li></ul></ul><ul><ul><li>Who thinks it’s impossible? Be honest! </li></ul></ul>
    6. 6. Anatomy of a Campaign <ul><li>Anatomy of a campaign </li></ul><ul><ul><li>GOOOOOOOAL </li></ul></ul><ul><ul><li>Blasted audience! </li></ul></ul><ul><ul><li>No more channel surfing </li></ul></ul><ul><ul><li>Measure & ANALYZE </li></ul></ul>
    7. 7. Organization Profiles <ul><li>Regional Food Bank </li></ul><ul><ul><li>Email list of 8,000 </li></ul></ul><ul><ul><ul><li>They don’t give </li></ul></ul></ul><ul><ul><li>Signature event </li></ul></ul><ul><li>Regional Food Bank </li></ul><ul><ul><li>Email list of 25,000 </li></ul></ul><ul><ul><ul><li>Only 3000 are on DM list </li></ul></ul></ul><ul><ul><ul><li>They love to give </li></ul></ul></ul><ul><li>Niche scholarship organization </li></ul><ul><ul><li>Email list of 5,000 </li></ul></ul><ul><ul><li>3 emails sent in FY10 </li></ul></ul><ul><li>Catholic Medical Mission Board </li></ul>
    8. 8. Organization Profiles: CMMB <ul><li>Our Vision: </li></ul><ul><li>A world in which every human life is valued and quality healthcare is available to all. </li></ul>
    9. 9. Organization Profiles: CMMB <ul><li>CMMB – global nonprofit </li></ul><ul><ul><li>We look huge, but we’re not </li></ul></ul><ul><ul><li>Revenue: $267,626,246 </li></ul></ul><ul><ul><ul><li>95% is GIK </li></ul></ul></ul><ul><ul><li># of fundraising staff = 1.5 </li></ul></ul><ul><li>Not disaster relief org - but sometimes… we MUST respond </li></ul><ul><li>Catholic Medical Mission Board </li></ul><ul><ul><li>Email list of 30,000 </li></ul></ul><ul><li>Email messaging since 2005 </li></ul>
    10. 10. Strategies for Success <ul><li>Create an Integrated Calendar. </li></ul><ul><li>Offline Event? Online support. </li></ul><ul><li>Cultivation is Critical. </li></ul><ul><li>Be Technically Prepared. </li></ul><ul><li>Test Everything. </li></ul>
    11. 11. Integration Challenges <ul><li>Challenges: </li></ul><ul><ul><li>Department agendas </li></ul></ul><ul><ul><li>Direct mail dates </li></ul></ul><ul><ul><ul><li>Year end in the mail vs. in reality </li></ul></ul></ul><ul><ul><li>Prioritization </li></ul></ul><ul><ul><ul><li>Too much going on at once </li></ul></ul></ul><ul><li>Solution: </li></ul><ul><ul><li>Your Strategic Plan </li></ul></ul><ul><ul><li>The Kitchen Table </li></ul></ul><ul><ul><li>My Mom </li></ul></ul>
    12. 12. Integrated Calendar Tie strategy to results! Tie strategy to results!
    13. 13. Integration: Start w/ Best Campaign <ul><li>Midwest Food Bank </li></ul><ul><li>2 September Campaigns </li></ul><ul><ul><li>Mail = matching gift campaign </li></ul></ul><ul><ul><li>Comm = Hunger Action Month </li></ul></ul><ul><ul><ul><li>30 ways in 30 days </li></ul></ul></ul><ul><li>Hmmm? </li></ul><ul><li>One way to help during Hunger Action? Give to the matching gift campaign </li></ul><ul><ul><li>4 general emails with $ as option </li></ul></ul><ul><ul><li>2 match-specific emails </li></ul></ul>
    14. 14. Integration Woohoo! Moment <ul><li>$27k in new revenue </li></ul><ul><li>Online “white” gifts up </li></ul><ul><li>Mail revenue also up </li></ul>
    15. 15. Integration: Start with Everything <ul><li>Catholic Medical Mission Board </li></ul><ul><li>New staff </li></ul><ul><li>Analysis of past experience </li></ul><ul><li>Focused on successes </li></ul><ul><ul><li>What has worked in the past </li></ul></ul><ul><ul><li>Weave those learnings throughout </li></ul></ul><ul><li>All efforts made multi-channel </li></ul>
    16. 16. Integration and the Bottom Line <ul><li>What happened when CMMB integrated? </li></ul>Online giving: 1 st FY Quarter: October1 – December 31
    17. 17. Integrated Disaster Response <ul><li>Total Online Revenue </li></ul><ul><ul><li>FY09 = $283,600 </li></ul></ul><ul><ul><li>FY10 with Haiti = $576,245 </li></ul></ul><ul><ul><ul><li>Haiti Gifts > 2000 </li></ul></ul></ul><ul><ul><ul><li>Recurring = 4% of gifts </li></ul></ul></ul><ul><ul><li>FY 10 without Haiti = $339,836 </li></ul></ul><ul><ul><ul><li>20% increase of FY09 </li></ul></ul></ul><ul><ul><li>FY11 is up 17% YTD (factoring out Haiti) </li></ul></ul><ul><li>The impact is substantial! </li></ul>
    18. 18. Strategy: Event Support <ul><li>Is your best campaign an event? </li></ul><ul><li>Make use of multi-channel </li></ul><ul><ul><li>Multiple reply options </li></ul></ul><ul><ul><li>Encourage non-locals to participate </li></ul></ul><ul><ul><li>Cultivate after the event </li></ul></ul><ul><li>Duck Regatta </li></ul><ul><ul><li>Regional foodbank </li></ul></ul><ul><ul><li>Huge area event </li></ul></ul>
    19. 19. Strategy: Event Support <ul><li>Strategy </li></ul><ul><ul><li>Better branding </li></ul></ul><ul><ul><li>Deadline emails </li></ul></ul><ul><ul><li>Follow-up plan </li></ul></ul>
    20. 20. Strategy: Event Support <ul><li>Total Duck Sales </li></ul><ul><ul><li>2009 = 80,000 </li></ul></ul><ul><ul><li>2010 = 100,000 – the limit! </li></ul></ul><ul><li>Online Duck Sales </li></ul><ul><ul><li>2009 = $72,710 </li></ul></ul><ul><ul><li>2010 = $81,085 </li></ul></ul><ul><li>“ 100,000 ducks provides more than 2 million meals.” </li></ul>
    21. 21. Strategy: Cultivation <ul><li>Cultivate: to direct special attention to; to devote time & thought to; to foster; to cherish. [1913 Webster] </li></ul><ul><li>Synonyms: crucial, imperative, important, vital </li></ul><ul><li>Done well, cultivation sets the stage for easy and successful &quot;asks.” </li></ul><ul><li>Cultivation is not haphazard... but carefully planned and strategic . </li></ul>
    22. 22. Strategy: Plan Cultivation <ul><li>Niche scholarship organization with unmessaged email list </li></ul><ul><li>Goal: Increase fall fundraising </li></ul><ul><ul><li>Matching gift in October </li></ul></ul><ul><ul><li>Year-end </li></ul></ul><ul><li>Strategy </li></ul><ul><ul><li>Reactivate the list </li></ul></ul><ul><ul><li>Encourage interaction </li></ul></ul><ul><ul><li>Solution: 2 summer campaigns </li></ul></ul>
    23. 23. Strategy: Cultivation Content <ul><li>Reduce-Reuse-Recycle… content </li></ul><ul><li>PSA video vote campaign </li></ul><ul><ul><li>Watch these videos and vote </li></ul></ul><ul><ul><li>Results </li></ul></ul><ul><ul><ul><li>18.5% opens </li></ul></ul></ul><ul><ul><ul><li>440 responses </li></ul></ul></ul><ul><ul><ul><li>Added to welcome series </li></ul></ul></ul><ul><li>W.I.S.H. Wall – W e I nspire S tudent H ope </li></ul><ul><ul><li>2 emails sent to list </li></ul></ul><ul><ul><li>Results </li></ul></ul><ul><ul><ul><li>17% Open rate </li></ul></ul></ul><ul><ul><ul><li>150 thoughful responses </li></ul></ul></ul>
    24. 24. Cultivation: PSA Campaign
    25. 25. Cultivation: W.I.S.H. Wall
    26. 26. Strategy: Meaningful Cultivation <ul><li>CMMB Weekly Prayers </li></ul><ul><li>Goal: Develop a 2-way relationship with donors. Not always asking. Give support/ encouragement. </li></ul><ul><ul><li>History of success with All Souls Day </li></ul></ul><ul><ul><li>Prior Catholic experience </li></ul></ul><ul><li>Average open rate higher than other emails </li></ul><ul><li>Sample responses: </li></ul><ul><ul><li>“ Thank you, your emails are always very uplifting. I may not be able to send in a cash donation right now, but rest assured my prayers and good wishes are with you at CMMB.” </li></ul></ul><ul><ul><li>“ Please continue to send the weekly reflections. I may have opted out unintentionally when I made a donation for All Souls Day.” </li></ul></ul>
    27. 27. CMMB Weekly Prayers
    28. 28. Strategy: Be technically prepared <ul><li>Disaster: Events that are relatively sudden, highly disruptive, time limited and public. </li></ul><ul><li>In fundraising, it’s any event that dramatically increases press attention for your issue. </li></ul><ul><li>What’s your disaster? </li></ul><ul><li>Are you ready? </li></ul><ul><li>Create a disaster plan </li></ul><ul><ul><li>Templates </li></ul></ul><ul><ul><li>Approval processes </li></ul></ul>
    29. 29. Strategy: Be technically prepared <ul><li>CMMB Haiti Response - what we did right </li></ul><ul><ul><li>Update, Update, Update!!! Donors want facts! </li></ul></ul><ul><ul><ul><li>12 emails sent </li></ul></ul></ul><ul><ul><ul><li>1 year follow-up </li></ul></ul></ul><ul><ul><li>Have online plan set </li></ul></ul><ul><ul><ul><li>Social media/Online templates/PR SEO </li></ul></ul></ul><ul><ul><li>Be flexible and maneuverable </li></ul></ul><ul><ul><ul><li>Scheduled renewal mailing became Haiti appeal </li></ul></ul></ul><ul><ul><ul><li>Original appeal used later; we increased emails in the interim </li></ul></ul></ul><ul><ul><ul><li>Changed acquisition campaign </li></ul></ul></ul><ul><ul><ul><li>Acknowledgements changed </li></ul></ul></ul><ul><li>No Mobile! </li></ul><ul><ul><li>Started set-up as soon as things quieted. </li></ul></ul><ul><ul><li>Ready for Japan </li></ul></ul>
    30. 30. Worry about Quality. NOT quantity! <ul><li>“ Too frequent?” is the wrong question. </li></ul><ul><li>Is content relevant, good? </li></ul><ul><li>Do your donors feel included? </li></ul>Integrated campaigns = more frequent, more relevant, higher quality.
    31. 31. Strategy: Test Everything <ul><li>Links matter </li></ul><ul><ul><li>Which links </li></ul></ul><ul><ul><ul><li>CMMB: 63% for 1 st copy link </li></ul></ul></ul><ul><ul><ul><li>Northeast Foodbank: buttons on right </li></ul></ul></ul><ul><ul><ul><li>Midwest Foodbank: p.s </li></ul></ul></ul><ul><ul><ul><li>The words you link matter </li></ul></ul></ul><ul><li>Need vs. solution in subject line </li></ul><ul><ul><li>Need outperforms solution every time </li></ul></ul><ul><li>Video </li></ul><ul><ul><li>Will lift open/ click rate </li></ul></ul><ul><ul><li>May depresses conversion </li></ul></ul><ul><ul><li>Call to Action is essential </li></ul></ul>
    32. 32. Strategy: Read your results
    33. 33. Strategy: Measure What? <ul><li>Email stats: </li></ul><ul><ul><li>Open % - open as % of delivered </li></ul></ul><ul><ul><ul><li>Subject line </li></ul></ul></ul><ul><ul><ul><li>From name </li></ul></ul></ul><ul><ul><li>Adjusted CTR – Clicks as % of open </li></ul></ul><ul><ul><ul><li>Copy </li></ul></ul></ul><ul><ul><ul><li>Call to action </li></ul></ul></ul><ul><ul><li>Adj. Conversion – Gifts as % of clicks </li></ul></ul><ul><ul><ul><li>Donation form </li></ul></ul></ul><ul><ul><ul><li>Ask string </li></ul></ul></ul>
    34. 34. Results Inform Strategy <ul><li>Finding: CTA buttons work better than copy links </li></ul><ul><ul><li>Strategy: Clear action related to value. </li></ul></ul><ul><li>Finding: Majority of donations made during 2 hours after email send </li></ul><ul><ul><li>Strategy: Social media plan </li></ul></ul><ul><li>Finding: Story of one volunteer outperforms story about vol program </li></ul><ul><ul><li>Strategy: use volunteer blog posts as content fodder </li></ul></ul>
    35. 35. These are Just Tools!
    36. 36. Pick Your Battles Start Here
    37. 37. Thank You! <ul><li>Heather Fignar </li></ul><ul><ul><li>VP, Internet Strategy – Amergent </li></ul></ul><ul><ul><li>@figuration </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><li>Katharine Vuille </li></ul><ul><ul><li>Director of Direct Response – CMMB </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul>