Get a Little Closer: Making Online Fundraising Personal #11NTCpersonal

1. Get a Little Closer: Making Online Fundraising Personal #11NTCpersonal Dave Austin Kenan Pollack Danny Bu

4. Why does personalizing fundraising online matter?

5. Landscape & Challenges

6. How do you solve them (with examples you can use!)?

7. American Cancer Society Case Study

8. Questions & AnswersNo, we’re not talking Jersey Shore closer.

10. Uses online media to create ACS fundraising campaigns

11. Experience at both the division and national office

12. Veteran of Gap, Inc. including launch of BananaRepublic and Old Navy web sites

13. Senior Lead Consultant at Convio

14. Online marketing since 1995

15. Engaged with mix of clients including Cleveland Clinic, American Cancer Society and National MS Society.

16. Published author; worked in both the nonprofit and commercial sectors.

17. Solutions Engineer with Convio

18. 20+ years in technology, both nonprofit and for-profit.

19. Focus on online fundraising strategies and technologies.

21. But we’re in good company…

22. The State of Online Marketing Circa 2011

27. Social Tops Email… Social Networking Users Surpass Email Users on 7/09 Global Users (MM) Social Networking Users Email Users Source: Morgan Stanley Internet Mobile Report, December 2009 Data is for unique, monthly users of social networking and email usage.

28. Fracturing Giving Channels... % who say have donated in this way in last 2 years (total) Q7: Which of the following giving methods have you used in the past 2 years (select all that apply). Bold numbering in the table on the right indicates significance at the 95% confidence level

29. Direct donation 42% Attended event 19% Visited website 27% Promoted to others 15% Donated goods 23% Volunteered 15% Direct donation 51% Attended event 18% Donated good 28% Volunteered 16% Visited website 19% Direct donation 61% Donated goods 25% Attended an event 13% Direct donation 71% Donated goods 26% Attended an event 13% Gen Y Gen X Boomers Matures Generational Shifts…

30. Challenges: File Building

31. Challenges: Data Higher Value Sustainers 2 N=1,957 $385K LTV $197 avg E=9 Your Housefile Sustainers 1 N=1,644 $285K LTV $174 avg E=7 Donors 2 N=4,379 $341K LTV $78 avg E=10 Disengaged Donors N=530 $33K LTV $62 avg E=0 Donors 1 N=4,107 $212K LTV $52 avg E=6 Less Engaged More Engaged Benchwarmers 1 N=135,093 $0 LTV $0 avg E=1 Benchwarmers 2 N=74,328 $0 LTV $0 avg E=4 Active Advocates N=13,127 $0 LTV $0 avg E=12 Inactives N=90,867 $0 LTV $0 avg E=0 Lower Value

32. Challenge: Channel Noise and Volume

33. But, hey, it’s not all bad! Because we have examples!

34. Acquire, Learn, Ask

35. Jewish National Fund – Two step email signup

36. ADA: Two-step Sign-up w with Incentive

37. St. Joseph’s Indian School: Signup w/ Mail Premium

38. Sacramento SPCA: Learn Interests at Sign-up

39. Mito Action: Integrated campaign for advanced profile building

40. WGBH: context-sensitive email ask, w/ fundraising ask

42. Step 2: Pledge confirms interest

45. “You Can help save the planet”

46. Support Us

48. “Why WWF is a global leader”

49. Get involved

51. Epilepsy Foundation – Personalized Ask

52. Defenders of Wildlife – Profile update + Ask

53. Data Driven Asks

54. World Wildlife FundPersonalized Donation Form

55. Recognition

56. Nature Conservancy - Recognition

57. United Nations Fund – Naming Opportunity (and lots of Flash)

58. Jewish National FundCelebrate your B’nai Mitzvah

59. Storytelling

60. San Francisco AIDS Foundation:Meet John

61. Feeding America: Stock the Shelves

62. Care: carepackage.org

63. Magic Amounts

64. Pathfinder International

65. United Nations Foundation:Nothing but Nets

66. Outreach International

67. Personal Events & Pages

68. NYU Langone Medical Center

69. Canadian Cancer Girls Night In

70. Multi-Channel and Social

71. PETA – Facebook and Donations

72. Operation Smile & MLF - Twitter

73. Mobile – Apps and Content

74. OMB - Video

75. 2010 Year End Email Test

77. Amount of donation

78. Affinity to the missionSurvivor Non-Survivors

79. Convio Donation Forms: 3 Versions Target: Non-Donors Set Donation Levels: $50, $75, $100, $250, Write-In Target: Less than $100 Donors (current or lapsed) Donation Levels: Dynamic 1x, 1.5x, 2x, 2.5x, Write-In Target: $100 or more Donors (current or lapsed) Donation Levels: Write-in option only presented 56

80. 2010 Email – 1st Drop – 6 versions 57

81. 2010 Email – 1st Drop - 6 Versions 58

82. Convio: 2010 E-mail 1st Drop Subject line: Give Hope in [State X] Audience:Donors, lapsed donors & non-donors Versions: Single version but with personalized content to recognize constituent state. Clickthrough: +78% Open Rate: -17% Donation amount: +1% 59

83. Convio 2010 Email – 2nd Drop - 2 Versions General version Survivor version 60

84. Convio: 2010 E-mail 2nd General Version Subject line: A special thank you from your American Cancer Society Audience:Donors, lapsed donors & non-donors Top Ask Button: Copy changed from “Donate” to “Give in honor of someone you love” Clickthrough: +158% Open Rate: +4% Donation amount: 24% 61

85. Convio: 2010 E-mail 2nd Survivor Version Subject line: Wishing you a joyous holiday season Audience:Donors, lapsed donors & non-donors flagged as survivors Top Ask Button: Copy changed from “Donate” to “Give in honor of someone you love” Clickthrough: +191% Open Rate: +1% Donation amount: +12% 62

86. 63 Convio 2010 3rd Drop Subject line: Time is running out Audience:donors, lapsed donors andnon-donors Versions: Single version but with conditional content to recognize Relay or Strides participation. Clickthrough: +182% Open Rate: +16% Donation amount: +19%

87. Subject line: Final chance to give for tax year 2010! Audience:donors, lapsed donors andnon-donors Versions: Single version but with conditional content to recognize Relay or Strides participation. Clickthrough: +50% Donation amount: +9% 64 Convio 2010 4th Drop

88. Questions, Answers. That sort of thing

89. Contact Us Dave Austin Kenan Pollack Danny Bu kpollack@convio.com Phone: (202) 609-6428 Danny.Bu@cancer.org Phone: (202) 609-6428 daustin@convio.com Phone: (512) 807-3761

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