Cross Channel Fundraising Strategies

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Metropolitan Group's Tanya Zumach's presentation on Cross Channel Fundraising Strategies for the 2008 eTour

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Cross Channel Fundraising Strategies

  1. 1. Cross-Channel Fundraising Strategies eTour, April 23, 2008 • Portland, OR Tanya Zumach, Metropolitan Group
  2. 2. What is it? <ul><li>Level 1 - getting donors and activists into different streams - online, direct mail, and/or telemarketing </li></ul><ul><li>Level 2 - Strategic, planned coordination </li></ul>online,
  3. 3. Agenda <ul><li>Why & Stats </li></ul><ul><li>Samples & Case Studies </li></ul><ul><li>Obstacles & Challenges </li></ul><ul><li>Q/A & Audience Sharing </li></ul>
  4. 4. Why
  5. 5. Online more valuable Source: DonorCentrics
  6. 6. But Multichannel Most
  7. 7. Value from least to most <ul><li>Offline donors w/o email </li></ul><ul><li>Offline donors w/ email </li></ul><ul><li>Online donors </li></ul><ul><li>Online/offline donors </li></ul>
  8. 8. Channel Migration <ul><li>Non-online donors in 2005 (who gave in 2006): </li></ul><ul><ul><li>93% gave offline only </li></ul></ul><ul><ul><li>2% gave online (and in some cases offline) </li></ul></ul>Source: DonorCentrics <ul><li>Online donors in 2005 (who gave in 2006): </li></ul><ul><ul><li>46% gave offline only </li></ul></ul><ul><ul><li>50% gave online (and in some cases offline) </li></ul></ul>
  9. 9. Other Thoughts/Trends <ul><li>Direct mail higher initial response rate </li></ul><ul><li>Online acquisition usually generates higher average gifts </li></ul><ul><li>Online donors younger with higher household incomes </li></ul><ul><li>Direct mail-only renew at higher rates than online-only, but multichannel strongest </li></ul><ul><li>Higher percentage of direct-mail donors likely institutional </li></ul>
  10. 10. The Donor Viewpoint
  11. 11. Samples & Case Studies
  12. 12. Donor Mashup <ul><li>Gather Offline emails </li></ul><ul><li>Offline donors/prospects to Website </li></ul><ul><li>Online donors/activists to Mail and/or phone streams </li></ul><ul><li>Others? </li></ul>
  13. 13. Example Plan Sept Oct Nov. Dec E-Newsletter 9/15 10/15 11/15 12/15 Pre Telemarketing e-mail 9/20 TM campaign starts 10/1 Year end direct mail 11/20 Year End E-Mail hits 1 and 2 12/20 / 12/28
  14. 14. Email direct mail email
  15. 15. Major donor pledge online
  16. 16. Email telemarketing
  17. 17. Email direct mail Email segment 150% greater response
  18. 18. Obstacles & Challenges It’s my name! It’s my list!
  19. 19. Breaking Down Silos <ul><li>Communications vs. Government Relations vs. Fundraisers - who “owns” the name? </li></ul><ul><li>Mail, phone, Internet fundraisers have goals, lists, different expertise </li></ul><ul><li>Data usually not in shared location </li></ul><ul><li>Internal politics, personalities, structure </li></ul><ul><li>Vendors & consultants (mail, Internet, phone) </li></ul>
  20. 20. Breaking Down Silos <ul><li>Share calendars, plans </li></ul><ul><li>Cross-online team </li></ul><ul><li>Cross-channel team </li></ul><ul><li>Share goals, credit </li></ul><ul><li>Plan ahead to meet deadlines </li></ul>
  21. 21. Data, Data, Data <ul><li>Sync between eCRM and database painful </li></ul><ul><li>Time consuming, complex, expensive </li></ul><ul><li>Vendors often “learning, too” at best; hostile at worst </li></ul><ul><li>Metrics, evaluation data different </li></ul>
  22. 22. Data, Data, Data <ul><li>Prepare management, define expectations </li></ul><ul><li>Line up internal resources </li></ul><ul><li>Create budget cushion </li></ul><ul><li>Define what’s “critical” vs. “nice-to-have” </li></ul><ul><li>Common ROI - $ return for $ invested </li></ul>
  23. 23. Message & Brand <ul><li>Each channel has style that works best </li></ul><ul><li>Audiences are different </li></ul><ul><li>Messages don’t need to be identical </li></ul><ul><li>Develop campaigns or themes </li></ul><ul><li>Test! </li></ul>
  24. 24. Maybe not… <ul><li>Data challenges too severe, complex, costly </li></ul><ul><li>List protection/silos too much to overcome </li></ul><ul><li>Audiences are so different </li></ul><ul><li>No management support </li></ul><ul><li>Not worth the investment </li></ul>
  25. 25. Q & A, Audience Sharing
  26. 26. Resources <ul><li>Idealware, Creating the Relationship-Centered Organization, www.idealware.org </li></ul><ul><li>Convio, Integrating Online Marketing with Direct Mail Fundraising, www.convio.com </li></ul><ul><li>2006 donorCentrics Internet Giving Benchmarking Analysis, www.targetanalysis.com </li></ul><ul><li>eNonprofit Benchmarks Study, M&R, www.mrss.com </li></ul>
  27. 27. Contact <ul><li>Tanya Zumach, ePMT </li></ul><ul><li>Senior Director </li></ul><ul><li>Metropolitan Group, Portland, OR </li></ul><ul><li>[email_address] </li></ul><ul><li>503-223-3299 </li></ul><ul><li>Special thanks to Betsy Harman, ePMT, Harman Interactive and Jeff Regen, Defenders of Wildlife! </li></ul>

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