3. 3 Tools to counter 3 threats to
Annual Giving
The growth of nonprofit organizations continues to
skyrocket. -- National Center for Charitable Statistics
Personalization
79% of all donor leads never convert because follow up nurturing fails to
occur. -- MarketingSherpa
Multi-Channel Campaigns
67% of potential donors start in one channel and end in another. – Mobile Marketing Association
SoLoMo
6. Personalize with QR Codes, Landing
Pages, Images and PURL’s
Personalized URLs -- PURLs
www.AFPChicago.org/PamelaWilliams
7. Multichannel Annual Appeals Benefits
• Reach donors within the channel they
like to communicate.
• Increase the likelihood of your message
being noticed.
• Increase response rates.
8. Traditional Single Channel Appeals
• Outbound email and/or direct mail messages.
• Typically a low use of personalization, relevant graphics and segmented lists.
• All channels usually managed separately.
• Final report based on total donations.
9. Example: Single Channel
Clients Original Outreach
Driven to registration web site
with generic mailing to homes
and generic blast email to
members.
Message instructed
members to visit the
Registration Site and
fill in information
using one of the 15
camp codes that were
identified in the blast
email.
Generic
Postcard
to 5169
homes
Generic
Email to
4276
addresses
Dear Girlscout member,
We have openings this August for Camp Palos and
Camp Greenwood.
Information about both locations and different age
groups in body copy of a single blast email.
Please use the
appropriate code when
registering for your
camp.
9
10. Multichannel Appeals
• Inbound communications flowing from outbound messaging, social media
and campaign landing pages.
• All messages are highly personalized and nurturing.
• All channels (e-mail, direct mail, social media, text ) managed from one
platform.
• 24/7 Real-time reports and final spreadsheet report showing analytics.
12. Example: Multi-Channel
1. Personalized
Postcard with
PURL to 5169
homes 4 days
prior to Email
2. Email Version
by Camp Location and Age Group. Personalize with
Family Name, Girl Scout First Name, Specific Camp and Correct
Registration Code. Link to PURL
1873 Personalized Email to
Brownies / Greenwood
1575 Personalized Email to Juniors
/ Greenwood
3.
Personalized
Microsite
With Selected
Video
Mobile Ready
194 Personalized Email to PT’s
/ Greenwood
382 Personalized Email to
Brownies / Palos
283 Personalized Email to Juniors
/ Palos
27 Personalized Email to PT’s
/ Palos
4. Link to GS
Registration
Web Page
12
13. Multichannel Reporting and Analytics
1873 Brownies / Greenwood
Real Time Reports
Stats on who’s opened, dwell
times, video opens, clicked links to
registration site, download
1575 Juniors / Greenwood
videos, activity counts, etc…
Microsite
With
Selected
Video
191 PT’s / Greenwood
382 Brownies / Palos
283 Juniors / Palos
27 PT’s / Greenwood
16. Summary
• Personalization with multiple segmented lists, relevant
content, unique QR Codes, Landing Pages and PURL’s will
put the donor at the center of your campaign.
• Traditional single channel campaigns will satisfy touching
the donor via outbound messages, but automated
multichannel campaigns can nurture the donor with
multiple personalized messages.
• SoLoMo expands your message beyond your network
and creates a frictionless path for online donations.
17. Thank you.
Frank C. Hudetz
Account Executive
Elk Grove Graphics
www.elkgrovegraphics.com
1200 Chase Avenue
Elk Grove Village, IL 60126
fhudetz@elkgrovegraphics.com
Editor's Notes
Test, Test, Test……you should test either the offer/call to action, graphics, format or lists. Avoid costly pitfalls. When a board member or someone of influence suggests trying a different, unproven or new concept, simply suggest testing their concept with a segment of your file. This is prudent stewardship. They will appreciate your business acumen. You may want to set as a goal testing at least 25% of your mailings with something different or new. Remember the old saying “don’t put all your eggs in one basket” or your investment advisors advice on “asset allocation”. Testing is the same principle. Test everything, determine what works for you and do more of it. It’s that simple
Being relevant with your coTargeting the right list makes up 60% of your results. Let me repeat that. Targeting the right list makes up 60% of your results!First of all that starts with segmenting your list more.Segmentation improves response rates by an estimated 10% to 45% over a general mailing to the entire donor base.
The focus is only on Outbound messages which touch donors and potential donors but doesn’t necessarily build a relationship.Which is all well and good as in many cases it can get the job done but does it leave money on the table when you consider the stat of 79% of leads never donate because they are not nutured. .Soooo that is why many orgs are raising the bar to capture those donor dollars.
Coined in 2010…and being adopted rapidly in Europe. SoLoMo harnesses the convergence of smartphone users, social media and local enablers. Intially being used by retailers as a hedge against losing customers to competitors, SoLoMo technology can enable non-profits to gain donors in a new ways at events and in high foot traffic areas because technology has caught up with the way people behave when they’re ready to make buying and donating decisions.
