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Multichannel Fundraising            How Dom does it!
IntroductionsAmy KaczmarekDirector of Annual Giving ProgramsJoanne EberweinAssistant Director of Annual Giving Programs
5-Step Approach to Annual Appeals1. Identify audience (market)2. Segment lists3. Test something – ANYTHING!4. Strengthen M...
Multichannel FY11 – What inspired you?Main channels• Direct Mail• Phonathon• Email• Web• Other publicationsUp and coming c...
Multichannel – Direct Mail FY11•   Fall, Spring, June clean-up•   Length•   Style•   Signatory•   Packaging / envelope•   ...
Testing    Letter             Brochure
Multichannel – Phonathon FY11•   Calling weeks, days & hours•   Number of callers•   Segmentation, special segments•   Ple...
Multichannel – E-mail FY11• November stewardship• Year-end, fiscal year-end  solicitations• From/Subject lines• Length• St...
Multichannel – Other channels• Magazine ad, envelope• Online giving – upgrade in  process• Social media – not yet• Mobile ...
Multichannel FY121. Audience – same2. Segmentation – same3. Test – new online   system & designations4. Marketing Mix –   ...
Direct Mail FY12• Fall, Spring,  June challenge• Length• Style• Signatory• Packaging / envelope   Gen X & Y &             ...
Phonathon FY12• Calling weeks, days &  hours• Number of callers• Segmentation, special  segments• Pledge cards, thank you ...
Email FY12• November stewardship• Year-end, fiscal year-end  solicitations• From/Subject lines• Length• Style
Web FY12• New website• Upgraded giving page
Results – Direct Mail   Solicited         Amount                 Response %         Donors     Avrg/Donor FY11    FY12    ...
Results – Phonathon      PHONATHON           FY11 Total   FY12 Total   FY13 to dateTotal Pledged Dollars      182,000     ...
Results – Online Giving                 FY12                    FY11                    FY10                  FY09 Month  ...
This Year (FY13) – The Fund for Dominican
Special Segments – Alumni Couples• Small segment• Emphasis on  participation• Mailing• Phone call• Email• Facebook paired ...
Special Segments – Giving Anniversary• Started in January  2013• Short anniversary  letter• Phone call• Email  Amount     ...
What’s Next for FY14?•   Student stories for Boomers & Matures•   Donor testimonials mostly for Gen X, Y•   More special s...
Q&AContact us:Amy Kaczmarekakaczmarek@dom.edu(708)524-6298Joanne Eberweinjeberwein@dom.edu(708)524-6309
Thank you!
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Multichannel fundraising how dom does it - aci presentation 2013 for slideshare

  1. 1. Multichannel Fundraising How Dom does it!
  2. 2. IntroductionsAmy KaczmarekDirector of Annual Giving ProgramsJoanne EberweinAssistant Director of Annual Giving Programs
  3. 3. 5-Step Approach to Annual Appeals1. Identify audience (market)2. Segment lists3. Test something – ANYTHING!4. Strengthen Marketing Mix5. Measure results
  4. 4. Multichannel FY11 – What inspired you?Main channels• Direct Mail• Phonathon• Email• Web• Other publicationsUp and coming channels• Social media• Mobile• Text to give
  5. 5. Multichannel – Direct Mail FY11• Fall, Spring, June clean-up• Length• Style• Signatory• Packaging / envelope• Reply mechanism
  6. 6. Testing Letter Brochure
  7. 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. 8. Multichannel – E-mail FY11• November stewardship• Year-end, fiscal year-end solicitations• From/Subject lines• Length• Style
  9. 9. Multichannel – Other channels• Magazine ad, envelope• Online giving – upgrade in process• Social media – not yet• Mobile – not yet
  10. 10. Multichannel FY121. Audience – same2. Segmentation – same3. Test – new online system & designations4. Marketing Mix – better timing, channels, web, & email communications
  11. 11. Direct Mail FY12• Fall, Spring, June challenge• Length• Style• Signatory• Packaging / envelope Gen X & Y & Boomer• Reply mechanism Mature
  12. 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. 13. Email FY12• November stewardship• Year-end, fiscal year-end solicitations• From/Subject lines• Length• Style
  14. 14. Web FY12• New website• Upgraded giving page
  15. 15. Results – Direct Mail Solicited Amount Response % Donors Avrg/Donor FY11 FY12 FY11 FY12 FY11 FY12 FY11 FY12 FY11 FY1244,088 59,505 $200,196.50 $238,365.64 2.07% 2.24% 914 1335 $219.03 $178.55Undergraduate Letter Brochure PhonathonResponse Rate 2.09% 1.94% 44%Average Gift $78.78 $64.58 $57.63
  16. 16. Results – Phonathon PHONATHON FY11 Total FY12 Total FY13 to dateTotal Pledged Dollars 182,000 $84,872 82,570Pledged Participation 42% 36% 34%Specified Pledges 1791 1196 1009Contacts 4285 3,287 2990Completed Calls 4723 3992 3320Unspecified 1088 864 605Refusal 1377 1227 1376Pledge Fulfillment 84% 83% 65%Pledge Amount Fulfilled 83% 82% 64%
  17. 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. 18. This Year (FY13) – The Fund for Dominican
  19. 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. 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. 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. 22. Q&AContact us:Amy Kaczmarekakaczmarek@dom.edu(708)524-6298Joanne Eberweinjeberwein@dom.edu(708)524-6309
  23. 23. Thank you!

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