Converting Prospects to Multichannel Gold


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Not sure how much your online supporters are worth?

Thinking there may be a better way to maximize their value?

Frustrated at internal barriers to multichannel integration?

If so, this webinar is for you. Multichannel donors are gold. Annual revenues are often 4x that of direct mail-only donors, with higher retention and much better net. Simply supplementing an email with a text or a mail piece (or both!) can dramatically improve response rates. This presentation is for those who are ready to break down the barriers and effectively conduct multichannel marketing.

Jeff Regen of M+R Strategic Services, Adam Scruggs of the Human Rights Campaign and Justin Perkins of Care2 discuss how rapid, multichannel conversion strategies can turn your new online supporters into multichannel donors. See case studies and data on what’s working and what’s not. This webinar dives into the major barriers to multichannel marketing, such as organizational structure, separate online and offline budgets, and lack of data integration. You’ll learn about the practical ways that nonprofits are overcoming these obstacles to conduct effective multichannel campaigns leading to fundraising success.

About the Speakers:

Jeff Regen, Senior Vice President of Integrated Services, M+R Strategic Services: Jeff joined M+R to establish a new practice focused on helping nonprofits with integrated, multichannel fundraising and communications in order to maximize donor/activist value and broader communications goals. Jeff came to M+R from Defenders of Wildlife, where he helped grow the organization’s email list to over 800,000 e-supporters, and generate over 1 million advocacy actions and raise over $5 million online a year. At Defenders, he integrated the online department closely with the membership and communications departments, among others, and spearheaded the nonprofit’s integrated, multichannel approach. Prior to joining Defenders in 2004, Jeff spent 12 years in the private sector. He learned private sector database marketing techniques at Capital One, where he managed marketing and business development teams in both online and direct mail divisions. Jeff also built and served as president of a start-up called EnVisto and worked for the consulting firm McKinsey & Company. In the early 1990s, he worked in the former Soviet Union—first on environmental issues, and later on privatization and capital markets development. Jeff received his Bachelors from Swarthmore College and MBA from the Wharton School of the University of Pennsylvania.

Adam Scruggs, Associate Director of Data Acquisition and Analysis, Human Rights Campaign: Adam Scruggs is the Associate Director of Data Acquisition and Analysis at the Human Rights Campaign, where he has worked for four years. In this role, Adam is responsible for the collection, management, and strategic analysis of data to support HRC's programmatic and fundraising goals. Prior to this position, Adam worked as

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  • Humans are multichannel, and they want to be treated with a holistic approach
  • And now, 20 years later, there are more channel options than ever before
  • Converting Prospects to Multichannel Gold

    1. 1. Webinar: Converting Prospects to Multichannel Gold<br />For Audio Call: 1-408-792-6300 Event Number: 664 293 501<br />Presented By:<br />Jeff Regen, M+R Strategic Services, <br />Adam Scruggs, Human Rights Campaign <br />and Justin Perkins,<br />April 19, 2011<br />
    2. 2. Using WebEx<br /><ul><li>Chat & raise hand
    3. 3. If you are having internet audio problems, you can dial in using a landline 1-408-792-6300 Event Number: 664 293 501
    4. 4. If you lose your internet connection, reconnect using the link emailed to you.
    5. 5. WebEx Support: 1-866-229-3239</li></ul>For Audio: 1-408-792-6300 Event Number: 664 293 501<br />
    6. 6. This Webinar is being Recorded<br /><ul><li>The webinar will be available on the Frogloop blog at
    7. 7. You will receive a link to this presentation following the webinar.
    8. 8. Tweeting the webinar? Use the Twitter hashtag: #Care2</li></ul>For Audio: 1-408-792-6300 Event Number: 664 293 501<br />
    9. 9. The problem Part 1: Anyone seen this before?<br />It’s my name<br />It’s my list<br />
    10. 10. The Problem Part 2<br />What year is your nonprofit structured for?<br />
    11. 11. 1991?<br />Mail<br />Face-to-Face<br />Telemarketing<br />Nonprofit<br />Supporter<br />Television<br />(no DRTV)<br />
    12. 12. Or 2011?<br />Mail<br />Face-to-Face<br />Email <br />Telemarketing<br />Nonprofit<br />Supporter<br />Television<br />(DRTV)<br />Mobile<br />Social<br />Networks<br />Website<br />
    13. 13. The Problem Part 3: Other big trends<br />Nonprofit offline donors are aging<br />Donor files are shrinking<br />Retention is falling (and online low already)<br />Direct mail costs are increasing / fundraising margins are shrinking<br /> Nonprofits need (younger) more valuable donors<br />
    14. 14. A multichannel approach can create “golden multichannel donors”<br /><ul><li> Age falls between online and offline donors
    15. 15. Income about the same as online</li></ul>How about revenue and retention? <br />
    16. 16. Multichannel donor revenue* looks great…<br />* Target Analytics Internet donorCentrics data<br />
    17. 17. …and retention does, too!*<br />* Target Analytics Internet donorCentrics data<br />
    18. 18. Maximizing value of online recruitment…<br />
    19. 19. …and growing sustainer files<br />DRTV  Web and phone<br />Face-to-face  Follow-up online and offline<br />Mail donors converted via telemarketing<br />Online / telemarketing / (limited mail)  Great, largely untapped and lowest startup costs<br />Recapture  Multichannel is key<br />
    20. 20. Making Multichannel Work: Integrated Campaigns<br />Planned issue campaigns<br />Unplanned “hot issue” campaigns<br />Membership-oriented campaigns<br />…onboarding stream critical, too (HRC)<br />
    21. 21. Multichannel: Planned Issue Campaign<br />
    22. 22. Obstacles to multichannel<br />Organizational structure, culture, processes<br />Data integration<br />Know-how<br />
    23. 23. Organizational structures<br />1. Siloed<br />2. Online, other coordinating teams<br />Coordinating <br />Teams<br />3. Centralized,<br />integrated<br />
    24. 24. Aligned goals and integrated processes<br />Organizational goals<br />Grow list; $$$; advocacy impact<br />Budgets<br />Incentives <br />Single acquisition / investment budget?<br />Metrics: ROI<br />Culture: “What’s best for our organization” / highest ROI<br />Share credit!<br />Data integration<br />
    25. 25. HRC and Care2 - Overview<br /><ul><li>4 year relationship
    26. 26. 100k activists recruited
    27. 27. 30k in the last 12 months
    28. 28. Case studies to follow show performance of Care2 recruits within broader campaigns</li></li></ul><li>The On-Boarding Process<br /><ul><li>First communication: “Welcome Action” – our most popular recent action/email
    29. 29. 6-10% perform the action on average
    30. 30. Acclimates new recruits to our list and issues, gives them an immediate opportunity, and facilitates collection of additional data</li></li></ul><li>The Marketing Process<br /><ul><li>Multichannel approach: Telemarketing, Direct Mail, Email, Text
    31. 31. Several goals:
    32. 32. Generate actions in support of our mission and to build loyalty
    33. 33. Generate membership gifts
    34. 34. Generate new sustainers</li></li></ul><li>The Marketing Process<br /><ul><li>No silos, shared goals
    35. 35. Online constituent data is immediately fed into our membership database and ALL of that data is available for all channels of communication
    36. 36. Weekly all-vendor calls, 100% data sharing
    37. 37. Still room for improvement: embarking on a new project with M+R to better integrate our approach</li></li></ul><li>Case Study: Telemarketing<br /><ul><li>Campaign conducted April-May 2010
    38. 38. Audience consisted of new activists recruited over the last 12 months
    39. 39. 5,700 contacts with Care2 recruits
    40. 40. Care2 Recruits Performance:
    41. 41. 14.4% Pledge Rate
    42. 42. $30 Average Gift
    43. 43. Donor LTV at 1 year $42</li></li></ul><li>Case Study: Telemarketing<br /><ul><li>Messaging dependent on which of our issues are hot at the moment. These frequently mirror the actions our recruits saw on Care2 or in their Welcome Action.
    44. 44. Data about online actions sent to the telemarketing firm.
    45. 45. Script recognizes their role as advocates for HRC.</li></li></ul><li>Case Study: Telemarketing<br /><ul><li>First lesson: recency is important. Campaigns should be timed to coincide with large influxes of recruits</li></li></ul><li>Case Study: Telemarketing<br /><ul><li>Second lesson: patience is important. The campaign is an investment; it’s hard to be excited about a 14% pledge rate without this understanding (and organizational buy-in)
    46. 46. It’s a process – Some pledge immediately. 2% of refusals went on to become members over the next year. 3% of those who did give are now sustainers.
    47. 47. Of everyone eligible for this call, more than 5% are now paid members of HRC.</li></li></ul><li>Case Study: Direct Mail<br /><ul><li>Donors and information from one channel can feed another.</li></ul>Remember this?<br />We developed some new package ideas (copy and back-end premium) to use the data our recruits had provided us.<br />
    48. 48. Case Study: Direct Mail<br /><ul><li>Recognizing the importance of straight allies in our work (who they are)
    49. 49. Recognizing that activists form a core part of our mission (what they do)
    50. 50. Establishing that the next step is to become a member to marry their passion with our expertise (what they need to do next)
    51. 51. Broad themes – “Be the One”, “The Right Side of History”</li></li></ul><li>Case Study: Direct Mail<br /><ul><li>Targeted messaging substantially out-performed our standard messaging. Note: February results are still coming in.</li></li></ul><li>Final Notes: Text Messaging<br /><ul><li>Donors and information from one channel can feed another.</li></ul>Remember this?<br />We use our web campaigns to gather cell phone numbers for use in both advocacy and fundraising<br />
    52. 52. Final Notes: Text Messaging<br /><ul><li>Split test of names in the mobile action network: half received only a membership drive email, half received a text as well.
    53. 53. Little/no direct revenue from the text, but…
    54. 54. Recipients of the text message responded to the concurrent email campaign at a 25% higher rate.</li></li></ul><li>Final Notes: Sustainers<br /><ul><li>Care2 recruits who convert to donors are excellent sustainer prospects.
    55. 55. 6.45% of all these donors have joined as sustainers, compared to an average of 1.4% for other donor sources.
    56. 56. We target these new donors using a multi-channel approach: TM Sustainer Invite Calling and Rolling Sustainer Invite Emails</li></li></ul><li>Putting It All Together<br /><ul><li>A multichannel approach to recruitment can nearly double your success compared to online-only efforts.</li></li></ul><li>Putting It All Together<br /><ul><li>Patience, a multichannel approach, and a focus on sustainer conversion can push the value per name recruited past $2 at 16 months and up over $11 over 4 years.</li></ul>Months Since Recruitment<br />
    57. 57. Q&A<br /><ul><li>Jeff Regen, M+R Strategic Services</li></ul>Tel: (202) 478-6140<br /><br /><ul><li> Adam Scruggs, Human Rights Campaign</li></ul>Tel: (202) 572-8939<br /><br />