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Connect engage and Convert Donors


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Learn how other non-profit organizations have created a closed loop system that tracks response, captures donor motivations, and helps increase participation and revenues. Leave with a clear picture of how to develop your own communication plan that will connect, engage, and convert more donors.

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Connect engage and Convert Donors

  1. 1. Connect, Engage and ConvertPresented by Kate Dunn,Digital Innovations Group (DIG)
  2. 2. Sponsors
  3. 3. Questions are Welcome Your Participation Open and hide your control panel Join audio: • Choose ―Mic & Speakers‖ to use VoIP • Choose ―Telephone‖ and dial using the information provided Submit questions and comments via the Questions panel Note: Today’s presentation is being recorded and will be provided within 48 hours.
  4. 4. Agenda• Current state• Opportunities• Best Practices• Case Studies• Next Steps
  5. 5. Objective • Discuss current trends in fundraising, share best practices and insight to help you improve results from your 2013 initiatives.
  6. 6. 2013 Trends • Overall giving in 2012 remained flat. • Donors are beginning to consolidate giving to their “vital few”, those they consider sustainable. • Need for services is increasing while government support continues to decline increasing demands on Non-profits.
  7. 7. Technology 2013 • More Non-profits will start to use Mobile, cloud computing, Data Analysis and CRM in 2013. • New technologies are helping non-profits move toward: – a comprehensive understanding of all the ways supporters interact with their organizations – an ability to tailor branded experiences for each and every supporter.
  8. 8. Technology • Online giving is growing • Online-acquired donors have much higher cumulative value over the long term than traditional, mail-acquired donors. • As long as - the online donor has been converted to offline giving!
  9. 9. Retention Source: 2011 donorCentrics™ Internet and Multichannel Giving Benchmarking ReportBlackbaud
  10. 10. Merger & Alliances • Human service organizations - which account for nearly one-third of public charities – are hurting the most. • Many are undergoing a painful restructuring, including mergers, acquisitions, collaborations, cutba cks and closings. • 17% of nonprofit respondents noted an interest in merger information. • 42% reported already participating in cross agency collaboration initiatives.
  11. 11. Options • Keep same tactics, hope for things to get better in the future • Reduce spending to keep costs inline with declining revenues and hope that things get better in the future • Take action to increase results by learning from others and incorporating new ideas into your plan.
  12. 12. Three Key Strategies • Improved data • Improved relevancy – Content – Timing – Channels • Converting e-donors to multi-channel donors.
  13. 13. Percent of Income Given Source: Chronicle of Philantropy August 20, 2012 Exploring philanthropy in your state, city, and neighborhood
  14. 14. Connect - Key Strategy #1 • Use research and analytics to more effectively target both donors and non donors. – Improved segmentation based on: • Demographic and life state • Behavioral – gifts, events, engagement • Attitudinal – interests, priorities
  15. 15. High Performance Organizations • Over 65% of HPOs utilize a combination of proactive prospecting techniques including wealth screening, peer screening and predictive modeling. • 23% of organizations have at least some staff devoted to analytics and predictive modeling.
  16. 16. Best Practice • American Bible Society – Compared their donor list to publicly available data on those giving to non profits. – Indentified 10% of donors with ability to give more. – Appended additional demographic information. – Built a cloning model to target more of their donors. – Developed stretch “asks” to grow gift size. – Integrated pre-campaign voice messages, simultaneous emails, personalized contact from development officers.
  17. 17. Best Practice ResultsIn all four segments, the stretch offer had a higheraverage gift, higher response rate and brought intwice as much as the control. General Upper Rising Rising Prospect Donor Donor Donor Improvement 134% 156% 104% 144% vs. controlRising donors — $1,000 to $9,999 cumulatively in one of the lastthree years.Rising donor prospects — $500 to $999 cumulatively in one of thelast three yearsUpper donors —recent one-time gift of $100 to $499.General donors — current donor but last gift less than $100.
  18. 18. What opportunity exists for yourinstitution to grow gift size witha similar strategy?
  19. 19. Engagement - Key Strategy #2 • Give donors relevance, speed and brevity. – Just like they get from Amazon and Netflix – People want to give to organizations that are personally relevant to them. – Donors don’t want to wait until next year to learn how their gift helped.
  20. 20. Relevance Counts Over 3x higher Relevant Just Personalized Static DMRelevant DM responseaverages 6.5% averages less than 2%
  21. 21. Conversations Not Campaigns • Track engagement – Overt • Information supplied • Attendance • Involvement • Gifts • Requests for information – Covert • Links clicked • Frequency of clicks • Social media activity
  22. 22. Money is Important, but… • Devote time to non donors who are interacting • Young donors who make their first gift • Sybunt triggers • Lybunt engagement levels
  23. 23. A New Definition • Email - Opening, clicking, interacting • Social Media – connecting, posting, promoting • Direct Mail – responding, seeking information • Volunteering
  24. 24. New Donors• Steward your first time donors like you would a major gift prospect.
  25. 25. Small Budget – Big ResultsPush The Rock Annual Fund• Small Christian sports ministry• Annual Fund September 2011 – August 2012• Solicitation base approximately 8,000• Program budget less than $30,000
  26. 26. Client Situation• Stagnant participation rate• Declining revenue• Inability to automate solicitations and create versioned appeals for donor database
  27. 27. Client Situation• Limited electronic communication• Inability to capture donor/prospective donor information• With a variety of reasons to donate to the organization, there was little/no way to capture that data
  28. 28. Program Objectives• Increase participation from those connected with Push The Rock• Increase gift amounts from past donors• Develop and execute fully branded cross-channel campaign focusing on Push The Rock’s mission
  29. 29. Program Objectives• Streamline overall fundraising process to improve efficiencies and focus human capital on larger gifts• Collect relevant information from all constituents solicited that Push The Rock can utilize throughout 2011 and in subsequent years
  30. 30. Campaign ComponentsFour Solicitation Phases• 1 variable direct mail piece/phase• 2 Corresponding e-mails/phase• Personalized landing pagesGeneral Pieces• 2 Holiday e-mails
  31. 31. Donor Data Donate/Pledge Does Not Donate Direct Mail Piece Business Reply Envelope Personalized Landing Page No Action Phase 1 E-mail #2Donate/Pledge Donate/Pledge Does Not Donate Complete Survey Does Not Complete Survey Phase 1 E-mail #2 Donate/Pledge Does Not Donate Donate/Pledge
  32. 32. Campaign Components Variable Direct MailVariable text based on donor status Variable text based on affiliation Personalized landing page
  33. 33. Campaign ComponentsVariable Direct Mail Donor contact information Variable ask amount
  34. 34. Campaign Components Variable E-mail Donor name Variable copyPersonal landing page
  35. 35. Campaign Components Personalized Landing Page Donor name Variable copyPersonalized question
  36. 36. Campaign Results• 26% increase in dollars raised over 2011• 27% increase in donors over 2011• ROI of 362%• Cost to raise $1: $.21
  37. 37. Steps to Building a ProfitableSolution• Analyze past giving trends – Looked at past donors to determine: • When they typically gave • How often they gave • How much they gave • How they give (i.e. – BRC, online) – Didn’t send every solicitation to every donor – especially lifetime non-donors
  38. 38. Steps to Building a ProfitableSolution• Analyze general giving trends – Philanthropic research has shown that organizations will receive the highest number of gifts at two points throughout the year: • Approximately 33% of gifts will be received during the month of December • 2nd largest time for gifts is at the end of the organization’s fiscal year – Solicited entire population during these two times
  39. 39. Steps to Building a ProfitableSolution• Reviewed past solicitation pieces – Repurposed as much as we could based on the following information: • When the piece sent • Who they were sent to • Response rate • Segments that responded• Goal – Identify elements of their branding – Recognize what worked
  40. 40. Steps to Building a ProfitableSolution• Streamlined fundraising process – Eliminated unnecessary outbound pieces by integrating multiple messages • Events • Donor programs – Necessary steps: • Had them outline their entire fiscal year – E-mail communication – Solicitations – Phone-a-thon programs – Events
  41. 41. Steps to Building a ProfitableSolution • Integrated web technology – Utilized video elements to get attention of donors in different format – Integrate social media to remain top of mind to donors – Focused on e-mails to consistently communicate with donors and prospective donors – Determined which donors and prospects are more likely to respond online and used online solicitations/appeals
  42. 42. Monitoring EngagementLevels • Can tell you – Who should be giving – What’s not working – Where to focus when crunch time arrives – When to use certain channels – What to say to convert them
  43. 43. Convert - Key Strategy #3 • Cultivate donor engagement with innovative ways to grow the relationship with a cross channel approach.
  44. 44. • Gift Catalog - print and fulfillment system – Program Objectives • Save the Children US (STC) produces a print and digital Holiday Gift Catalog which launches every October and continues throughout the year. Consumers can make a gift donation on behalf of another person. Each designated recipient of a donation given in their name is sent a personalized acknowledgement Gift Card.
  45. 45. • STC was looking for a new custom fulfillment system that would: – streamline the process and allow them to receive detailed reporting from each processing cycle – Reduce the turnaround time for order print/fulfillment from the time a file is received to processing and inserting into the USPS mail stream to 2 business days. – Provide inventory reporting and inquiry – In addition the system should provide the status of submitted orders.
  46. 46. • Results – System implemented smoothly and on time. – Processed over 21,000 orders during holiday season. – Fixed the previous process and reduced donor confusion. – System significantly reduced all usual manual efforts of STC near the holidays. – Donors made multiple donations due to flexibility and ease of use. – Harty is now viewed as a partner. – In process of expanding the system.
  47. 47. Dear John,I’d like to wish you the very best thisholiday season and give you a gift thatwill make a world of difference to hurtingchildren and their families living in poverty.After looking through the Save the Childrenholiday catalog, I’ve made a donation toSave the Children in your name.From me to you... to the world’s poorestfamilies... may this holiday season be filledwith joy and abundance.Happy Holidays!Always, Jane
  48. 48. Dear Reva & Jeff,I’d like to wish you the very best thisholiday season and give you a gift thatwill make a world of difference to hurtingchildren and their families living in poverty.After looking through the Save the Childrenholiday catalog, I’ve made a donation toSave the Children in your name.From me to you... to the world’s poorestfamilies... may this holiday season be filledwith joy and abundance.Happy Chanukah!Love, Debbie
  49. 49. WMFCU• PODi Digital Print Case Study – Program Objectives • The number of car loans provided by WMFCU was running below the rate needed to meet its objective for the year. WMFCU needed a program to increase the number of car loans to get back on track. After witnessing the success of the car loan campaign, it was decided to expand the program to market home equity loans and online banking.
  50. 50. First Steps • Determine reader preferences – Consider adding personalized or customized landing page as a response mechanism to capture reader preferences – Evaluate existing publications for digital conversion – Audit existing audio/video assets for inclusion – Brainstorm opportunities to repurpose content in meaningful ways – Brainstorm ways to add links to existing publications to drive strategy
  51. 51. Following the Webinar • You will be contacted by the company that invited you. • The slides will be made available for all attendees.
  52. 52. Thank you!