1.
Multichannel Fundraising
How Dom does it!

2.
Introductions
Amy Kaczmarek
Director of Annual Giving Programs
Joanne Eberwein
Assistant Director of Annual Giving Programs

3.
5-Step Approach to Annual Appeals
1. Identify audience (market)
2. Segment lists
3. Test something – ANYTHING!
4. Strengthen Marketing Mix
5. Measure results

4.
Multichannel FY11 – What inspired you?
Main channels
• Direct Mail
• Phonathon
• Email
• Web
• Other publications
Up and coming channels
• Social media
• Mobile
• Text to give

5.
Multichannel – Direct Mail FY11
• Fall, Spring, June clean-up
• Length
• Style
• Signatory
• Packaging / envelope
• Reply mechanism

6.
Testing
Letter
Brochure

7.
Multichannel – Phonathon FY11
• Calling weeks, days & hours
• Number of callers
• Segmentation, special segments
• Pledge cards, thank you notes
• Unspecifieds & Refusals
• Special calling
– Homecoming
– Year-end (messages)
– Events
– Stewardship/Thank-a-thon

8.
Multichannel – E-mail FY11
• November stewardship
• Year-end, fiscal year-end
solicitations
• From/Subject lines
• Length
• Style

9.
Multichannel – Other channels
• Magazine ad, envelope
• Online giving – upgrade in
process
• Social media – not yet
• Mobile – not yet

10.
Multichannel FY12
1. Audience – same
2. Segmentation – same
3. Test – new online
system & designations
4. Marketing Mix –
better timing,
channels, web, &
email communications

11.
Direct Mail FY12
• Fall, Spring,
June challenge
• Length
• Style
• Signatory
• Packaging / envelope Gen X & Y &
Boomer
• Reply mechanism Mature

12.
Phonathon FY12
• Calling weeks, days &
hours
• Number of callers
• Segmentation, special
segments
• Pledge cards, thank you
notes
• Unspecifieds & Refusals
• Special calling
– Homecoming
– Year-end (messages)
– Events
– Stewardship/Thank-a-
thon

13.
Email FY12
• November stewardship
• Year-end, fiscal year-end
solicitations
• From/Subject lines
• Length
• Style

14.
Web FY12
• New website
• Upgraded giving page

15.
Results – Direct Mail
Solicited Amount Response % Donors Avrg/Donor
FY11 FY12 FY11 FY12 FY11 FY12 FY11 FY12 FY11 FY12
44,088 59,505 $200,196.50 $238,365.64 2.07% 2.24% 914 1335 $219.03 $178.55
Undergraduate Letter Brochure Phonathon
Response Rate 2.09% 1.94% 44%
Average Gift $78.78 $64.58 $57.63

16.
Results – Phonathon
PHONATHON FY11 Total FY12 Total FY13 to date
Total Pledged Dollars 182,000 $84,872 82,570
Pledged Participation 42% 36% 34%
Specified Pledges 1791 1196 1009
Contacts 4285 3,287 2990
Completed Calls 4723 3992 3320
Unspecified 1088 864 605
Refusal 1377 1227 1376
Pledge Fulfillment 84% 83% 65%
Pledge Amount Fulfilled 83% 82% 64%

17.
Results – Online Giving
FY12 FY11 FY10 FY09
Month Gifts Amount Gifts Amount Gifts Amount Gifts Amount
Jan 7 $436.11 10 $475.00 5 $240.00 4 $350.00
Feb 1 $100.00 8 $717.00 2 $700.00 9 $392.00
Mar 20 $775.36 15 $2,247.00 7 $1,412.00 9 $585.00
Apr 29 $1,856.21 29 $1,295.70 12 $567.18
May 186 $20,030.00 15 $2,350.22 20 $4,677.00 13 $1,122.18
Jun 38 $8,055.00 54 $9,750.00 44 $12,544.00
Jul 4 $417.33 7 $1,100.00 2 $650.00 - -
Aug 1 $50.00 1 $20.00 3 $227.00 2 $35.00
Sep 1 $25.00 5 $5,220.00 3 $5,200.00 1 $100.00
Oct 8 $533.33 14 $735.00 6 $767.00 13 $777.00
Nov 17 $2,465.33 19 $2,525.00 26 $3,620.00 15 $1,275.00
Dec 64 $23,528.33 71 $14,180.00 54 $15,805.08 33 $9,766.00
309 $48,360.36 232 $39,480.43 211 $44,343.78 155 $27,513.36

18.
This Year (FY13) – The Fund for Dominican

19.
Special Segments – Alumni Couples
• Small segment
• Emphasis on
participation
• Mailing
• Phone call
• Email
• Facebook paired with
Alumni photo contest
Average No.
Amount Received No. Donors % Donated
Gift Solicited
$1,225.00 16 $76.56 622/311 5%

20.
Special Segments – Giving Anniversary
• Started in January
2013
• Short anniversary
letter
• Phone call
• Email
Amount
No. Donors Average Gift No. Solicited % Donated
Received
$4,025.00 48 $83.85 260 18.5%

21.
What’s Next for FY14?
• Student stories for Boomers & Matures
• Donor testimonials mostly for Gen X, Y
• More special segments – Study Abroad
• More stewardship
– Letter from Deans in summer
– Fall thank you video (not just e-card)
– Stewardship emails
• Automated phonathon*, better supports special
segments
• More FUN!
* We pray!

22.
Q&A
Contact us:
Amy Kaczmarek
akaczmarek@dom.edu
(708)524-6298
Joanne Eberwein
jeberwein@dom.edu
(708)524-6309

23.
Thank you!