Multichannel Fundraising Workshop - Care2, Big Duck, NWF


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With more communications channels out there, your supporters are getting bombarded with more messages from charities, companies, friends, and family members. So how can you make sure your organization stands out?

In this workshop, Farra Trompeter from Big Duck, Dane Grams from Care2, and Danielle Brigida from National Wildlife Federation, share ways you can build stronger campaigns through multichannel communications, leveraging online communities, embracing social media, and sharing some successful case studies.

Participants will take away:
*Ideas and lessons learned from nonprofit campaign case studies
*Tactics to build your list and use social media
*Ways to integrate best practices into your communications
*Tips to make your campaigns stronger

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  • WHY WE COMMUNICATE AT ALL: Your nonprofit can’t do these things alone, so nonprofit communicators need to motivate audiences to help you in all three areas. But you think YOU feel frazzled, think about your audience…
  • WHY COMMUNICATING EFFECTIVELY IS HARD: The average American receiving 5000 marketing messages dailySO HOW CAN YOU STAND OUT…?
  • STAND OUT IN ALL THE CHAOS BY BEING…Clear: All communications reflect a clear brand identityCompelling: Campaigns advance the story of your organization in an interactive wayConsistent: Audiences see the same story in every available channel
  • Fine to start with email, mail, and website promotionIf you can, consider social media, phones, and other promotions
  • WAY TO STAND OUT: Take your campaigns across all channels
  • Concept, open the door to public health
  • Highlight unique URLLanding page designGiving amounts—ask string
  • Unique bitly
  • Amount raised per online appeal increased 350.13%
  • Some sectors get much more than 6.4 percent of their gifts online. Societal Benefit nonprofits get 10 percent of gifts online, and Environmental groups get 12 percent of gifts online. But the online champions are the International Relief organizations, who get a whopping 21 percent of their gifts online.
  • The organizations with the best list growth are using a variety of these techniques, packaged as a campaign. CRR is one example we will get to later.
  • Multichannel Fundraising Workshop - Care2, Big Duck, NWF

    1. 1. #MCcampaigns
    2. 2. #MCcampaigns@starfocus@care2team@farra@bigduck #MCcampaigns
    3. 3. © ymc_photos / flickr#MCcampaigns
    4. 4. What we’ll cover• Why multichannel campaigns?• Multichannel case study: Fountain House• Building your brand and generating leads online using Care2 and more• Digging into social media: National Wildlife Federation case study• Resources to make your multichannel campaigns stronger #MCcampaigns
    5. 5. #MCcampaigns
    6. 6. Why multichannelcampaigns? #MCcampaigns
    7. 7. Reasons NonprofitsCommunicate #MCcampaigns
    8. 8. #MCcampaigns
    9. 9. Be clear.Be compelling.Be consistent. #MCcampaigns
    10. 10. Campaigns turn a series ofmessages into a story with…• A problem• A solution• A goal• A timeline• An action your audience can take #MCcampaigns
    11. 11. Campaigns tell a story acrossall elements…• Consistent imagery• Established goal/deadlines• Campaign-specific landing pages• Web promotion & social media engagement• Reference URL in direct mail appeal #MCcampaigns
    12. 12. Where do campaigns fit in? #MCcampaigns
    13. 13. The results are worth it:• Multi-channel ~ higher lifetime donor value• Many new donors give first gift online• A significant # of online donors switch to offline• People who „act‟ online = 7x more likely to give #MCcampaigns
    14. 14. See it in action:Fountain House #MCcampaigns
    15. 15. #MCcampaigns
    16. 16. #MCcampaigns
    17. 17. #MCcampaigns
    18. 18. #MCcampaigns
    19. 19. #MCcampaigns
    20. 20. #MCcampaigns
    21. 21. #MCcampaigns
    22. 22. #MCcampaigns
    23. 23. #MCcampaigns
    24. 24. 2011 Campaign Results• Total raised: $88,390• Average gift: $187.78• 33.7% increase in online giving from 2010 #MCcampaigns
    25. 25. Lessons Learned• Direct mail acquired list is ready to give online• Donors receptive to a different kind of storytelling• Increase appeared to result not just from added appeals, but entire campaign #MCcampaigns
    26. 26. #MCcampaigns
    27. 27. aboutCitizens use Care2 for: Starting or signing petitions Nonprofits use Care2 for: Volunteering Donating $ Recruiting Donors & Supporters Spreading news Traffic/Branding/Awareness Commenting on blogs Starting group (organizing) Advocacy Joining nonprofits Building Facebook fan base #MCcampaigns
    28. 28. SETTING THE STAGE #MCcampaigns
    29. 29. The Cold, Hard Facts Overall revenue from nonprofits declined again in 2011. The median drop was 2.1 percent. Overall the number of donors for ALL nonprofits has declined over the last six years by 5.3 percent. Why? The number of new donors being acquired is shrinking. The overall number of New Donors acquired per year has declined 14.6 percent over the last six years. Donors are becoming more generous. BUT the Increase in Revenue Per Donor is still not compensating for the Declining Quantity of Donors. Across channels, 81 percent of all gifts last year came in via Direct Mail, vs. 6.4 percent coming Online, and 3 percent coming via Telemarketing. 2011 Target Analytics donorCentrics Index of National Fundraising Performance #MCcampaigns
    30. 30. A Bright Spot Online giving is growing rapidly. The number of online gifts is growing 22 percent per year, and the dollar value of these gifts is growing 20 percent per year. Online gifts are also much bigger than donations made via Direct Mail or Telemarketing. The average online gift was $63, compared to $38 for Direct Mail and $39 for Telemarketing. 2011 Target Analytics donorCentrics Index of National Fundraising Performance #MCcampaigns
    31. 31. 2011 Target Analytics donorCentrics Index of National Fundraising Performance #MCcampaigns
    32. 32. SIZE MATTERS #MCcampaigns
    33. 33. A Large E-Mail List… is one of the key ingredients to grassroots strength and campaign victories; means greater success in online engagement including increased web traffic, brand buzz, organic recruitment, advocacy and fundraising; provides instant feedback; matters to corporate sponsors; helps with media attention; and is one of an organization‟s greatest financial assets. #MCcampaigns
    34. 34. Building the List Email Append Home Page Capture Involvement Campaign—pledge, petition, quiz, survey Take advantage of a hot topic Tell-a-friend Social Media Presence Banner Ads Co-registration Cost per lead partnership Keyword Search/Google Offline techniques #MCcampaigns
    35. 35. “SO YOU’VE ACQUIRED THEM;NOW WHAT?” #MCcampaigns
    36. 36. COOKING OR CHAOS? #MCcampaigns
    37. 37. CommunicationBest Practices Immediate Welcome Notice (within 24 hours) with low level engagement. Followed by two additional communications over the next two weeks (include a fundraising ask). Monthly emails including: 1 Education 1 Engagement 1 Newsletter 1 Fundraising Seize any opportunity to communicate breaking news, or crisis, etc. Track/source all communications Include online subscribers in your offline mail and phone programs. #MCcampaigns
    39. 39. “We envision a world where every woman is free todecide whether and when to have children, haveaccess to the best reproductive healthcareavailable, and can exercise her choices withoutcoercion or discrimination. Plain and simple: Weenvision a world where every woman participateswith full dignity as an equal member of society.” #MCcampaigns
    40. 40. The Center: Facts & Figures The Center was founded in June 1992. Our Founders wanted an organization with a global vision. The Center‟s mission: to use the law to advance reproductive freedom as a fundamental human right that all governments are legally obligated to protect, respect, and fulfill. The Center is based in New York City, but has offices in Washington D.C., Kenya, Colombia and Nepal. Docket load: 47 cases worldwide. Recent Successes: Oklahoma & Honduras In 2011, the Center raised $15,495,229 in financial support, 56% came from foundations and 39% from individuals donors. #MCcampaigns
    41. 41. The Center:A Case Study In May 2009, the Center had a list of ~5,000 badly abused and neglected email subscribers. No formal online program. The Center wasn‟t using a Customer Relationship Management (CRM) tool. Instead, emails were sent through an online mail vendor that only sent email. There was no way to: Engage in online advocacy and grassroots lobbying Fundraise Share campaigns or engage supporters on social media Track information and evaluate statistics #MCcampaigns
    42. 42. The Center:A Case Study In August 2009, the Center started using Salsa as our CRM. In November 2009, we launched our first paid recruitment campaign with a small budget. Today, the Center has 85,000 supporters on its list. #MCcampaigns
    43. 43. The Right Tools & The RightStrategy = Significant Growth #MCcampaigns
    44. 44. The Center’sFDA Campaign In 1999, the U.S. Food and Drug Administration (FDA) approves Plan B—but with many unnecessary restrictions. In 2001, the Center begins its legal case against the FDA. In March 2010, the Center launches its first online advocacy campaign targeting the FDA. Online Tactics: Action alert emails In-house Video Simultaneous Care2 Campaign Blog outreach Strong website presence with multiple opportunities to share content #MCcampaigns
    45. 45. It broke!?! At least there‟s themorning after Yeah, but the pill. way they make you get it is SO embarrassing… #MCcampaigns
    46. 46. Care2 Campaign #MCcampaigns
    47. 47. FDA CampaignResults House File: 2,863 actions = 20% response rate Video Views (YouTube and Vimeo): 14,696 Care2 Campaign: 2,127 Care2 featured the FDA campaign on its homepage and wrote a blog about the campaign which quickly led to over 10,000 actions taken and 2,000 comments. Organic List Growth (homepage): 794 Featured in over 50 blogs Missed Opportunity: the Center was not conducting online fundraising yet. #MCcampaigns
    48. 48. FDA CampaignUpdate In November 2010, the Center filed a motion for contempt against the FDA . On December 7, 2011, the FDA was slated to finally end restrictions on EC, but… The Center is now back in court. The Center partnered again with Care2 in February 2012: Care2 Email Acquisition: 3,030 Care2 Daily Action: Generated over 2,300 actions and 1,100 new email registrations #MCcampaigns
    49. 49. Communications StrategiesDiversity of engagements:Video Submissions: Not My Tax Dollars Antis in Congress intent on separating all tax dollars from anything remotely touching abortion January 2010: List size only ~15k, roughly 1k on Twitter, Facebook Received two dozen videos, many from prominent bloggers More than 6,000 views. Exposure to new audiences, especially on #MCcampaigns important blog networks
    50. 50. Communications Strategies New Yorker Style Cartoon Caption Contest To support our case against Texas‟s mandatory ultrasound law, asked folks to submit a caption for our cartoon More than 4,000 submissions Allowed supporters to vote for their favorite caption Winning caption featured on the Center‟s website, eNews, email and social networks #MCcampaigns
    51. 51. Communications Strategies Twitter Targeting Defeated an anti- choice law in Oklahoma Asked supporters to tweet at OK Governor: #MCcampaigns
    52. 52. What We’ve Learned charity: water likes to say: Make Mistakes Quickly Don‟t be afraid to introduce new campaign ideas Identify audiences Manage expectations #MCcampaigns
    53. 53. How We Evaluate Success Return On Investment (ROI) List Engagement High retention rates; low unsubscribes Convincing management to let you try something new! #MCcampaigns
    54. 54. MOVING FORWARD #MCcampaigns
    55. 55. The Essential Ingredients for aSuccessful Long-Term Relationship Educate Engage Enhance Evaluate #MCcampaigns
    56. 56. Confession: I am not a fundraiser Nope. I’m bad at that. #MCcampaigns
    57. 57. But I Will Raise Money for Something I Believe In #MCcampaigns
    58. 58. The only time fundraising on socialmedia has worked is when we integrated our communications. #MCcampaigns
    59. 59. Social Fundraising You Start #MCcampaigns
    60. 60. Social Fundraising Others Spark #MCcampaigns
    61. 61. Crowdfunding and Social Fundraising Sites• Causes • Help Attack!• Razoo • DonorsChoose• Kickstarter • GiveZooks• Give Forward • JustGive• DonateNow • Social Vibe• Chipin • Sparked• FirstGiving • Jumo• Crowdrise• Causevox The list goes on… #MCcampaigns
    62. 62. Understand the Strengths of Each Medium #MCcampaigns
    63. 63. Direct Mail #MCcampaigns
    64. 64. Web and Email #MCcampaigns
    65. 65. Make Things Shareable #MCcampaigns
    66. 66. #Squirrels4Good #MCcampaigns
    67. 67. Always Be Grateful! #MCcampaigns
    68. 68. My Takeaways1. Have a social plan for your fundraisers.2. Make it compelling and easy to share.3. Explore the tools available.4. Always make the time to thank people! #MCcampaigns
    69. 69. 12 ways to make yourcampaign stronger #MCcampaigns
    70. 70. 12 ways you can make yourcampaign stronger1. Identify and prioritize your goals2. Find the biggest news in your space3. Connect it to your org‟s short-term goals4. Find the specific problem this news can help you solve #MCcampaigns
    71. 71. 12 ways you can make yourcampaign stronger5. Set an achievable goal for how you‟ll solve it7. Select the right channels to reach your audiences8. Craft your calendar around deadlines9. Reflect your organization‟s tone and style #MCcampaigns
    72. 72. 12 ways you can make yourcampaign stronger9. Focus each message on one call to action10. Tell the same story in all elements11. Report back to your audience on impact12. Analyze the results to inform the next campaign #MCcampaigns
    73. 73. Resources• 12 Ways You Can Make Your CampaignStronger• eNonprofit Benchmarks Study• 2011 Online Giving Report• 2011 Online Marketing Nonprofit Benchmark Index Study• 2012 Online Giving Study #MCcampaigns
    74. 74. Contact Farra / Big Duck and /bigduck #MCcampaigns
    75. 75. Contact Dane / Care2 #MCcampaigns
    76. 76. Contact Danielle / NWF and /nwf #MCcampaigns
    77. 77. Thanks! #MCcampaigns