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Multichannel Donor Marketing


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Multichannel Donor Marketing

  1. 1. Multichannel Donor Marketing: No More Talk, Let's Make It Happen <11NTCmulti><br />Jeff Regen, M+R<br />Milo Sybrant, Amnesty Intl<br />
  2. 2. Agenda<br />The problem<br />2011 and the multichannel opportunity<br />Egypt: A multichannel case study<br />Breaking down the barriers and making it happen<br />Wrap-up<br />
  3. 3. The problem Part 1: Anyone seen this before?<br />It’s my name<br />It’s my list<br />
  4. 4. The Problem Part 2<br />What year is your nonprofit structured for?<br />
  5. 5. 1991?<br />Mail<br />Face-to-Face<br />Telemarketing<br />Nonprofit<br />Supporter<br />Television<br />(no DRTV)<br />
  6. 6. Or 2011?<br />Mail<br />Face-to-Face<br />Email <br />Telemarketing<br />Nonprofit<br />Supporter<br />Television<br />(DRTV)<br />Mobile<br />Social<br />Networks<br />Website<br />
  7. 7. The Problem Part 3: Other big trends<br />Nonprofit offline donors are aging<br />Donor files are shrinking<br />Retention is falling (and online low already)<br />Direct mail costs are increasing / fundraising margins are shrinking<br /> Nonprofits need (younger) more valuable donors<br />
  8. 8. A multichannel approach can create “golden multichannel donors”<br /><ul><li> Age falls between online and offline donors
  9. 9. Income about the same as online</li></ul>How about revenue and retention? <br />
  10. 10. Multichannel donor revenue* looks great…<br />* Target Analytics Internet donorCentrics data<br />
  11. 11. …and retention does, too!*<br />* Target Analytics Internet donorCentrics data<br />
  12. 12. Building sustainer files is all about multichannel<br />DRTV  Web and phone<br />Face-to-face  Follow-up online and offline<br />Mail donors converted via telemarketing<br />Online / telemarketing / (limited mail)  Great, largely untapped and lowest startup costs<br />
  13. 13. Multichannel with mobile works, too: 25% boost in response rate<br />
  14. 14. Making multichannel work<br />Integrated campaigns<br />Multichannel conversion series<br />Acquisition, renewals, appeals, etc.<br />Leverage your online and offline data<br />Targeting activists for telemarketing<br />Which mail to send to online donors<br />Timely upgrades<br />Etc.<br />
  15. 15. How to get there: Moving toward integration<br />“Coordinating group”<br />Sometimes coordinated; other times conflicting<br />Limited use<br />Coordinated; multi-directional<br />Generally consistent voices<br />Limited customization<br /> $$<br />Integrated<br />Common + shared metrics<br />Fully incorporated<br />Coordinated; multi-directional conversation<br />Consistent voices when desirable<br />Yes; based on constituent behavior<br /> $$$<br />Org structure<br />Goals / strategies<br />Multichannel data<br />Communications across types / channels<br />Voices<br />Supporter focus<br />(and result)<br />Siloed<br />Disparate (sometimes conflicting)<br />Not available<br />Uncoordinated; one-way<br />Inconsistent voices<br />No customization; often org-centric<br /> $<br />
  16. 16. Levels of integration: Welcome series example<br />DM donors receive DM asks, appeals<br />Online supporters receive online $$ asks, appeals OR advocacy / engagement<br />Offline donors—give emails; sent to url to donate<br />Online supporters receive advocacy / engagement + $$ asks, appeals<br />Online donors put into DM / TM streams<br />Offline donors—optimized to give emails; sent to customized urls<br />TM—Entered directly into online form<br />Online supporters receive integrated advocacy / engagement / $$ asks based on name source + behavior<br />Targeted online supporters rapidly put into customized TM and DM streams<br />
  17. 17. Middle East & North Africa:<br />Amnesty International’s Response to to the Unfolding Human Rights Crisis<br />
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  20. 20. Successes<br />60% higher pledge rate than projected in our telemarketing efforts<br />Saw 50% credit card rate <br />Exceeded February’s online income projections by more than 60%<br />Blog traffic was our second highest to date, with 60,000+ page views<br />Facebook likes increased by nearly 100,000<br /># of Twitter followers grew by 40%<br />
  21. 21. What was working in our favor?<br />Success driven in large part by the fact that this issue was headline news that sustained public interest for several weeks<br />Issue’s visibility & overriding urgency made internal decision to promote issue across channels a no-brainer <br />No need for prolonged deliberation<br />Ability to marshal coordinated response involving key parts of organization positioned us for success<br />
  22. 22. Questions/Challenges<br />Three categories of challenges: <br />Tactical<br />Data integration<br />Organization Structure/Culture<br />
  23. 23. Questions/Challenges: Tactical<br />How to best tailor ask to appropriate channel? <br />Play to each channel’s strengths in developing treatment strategy: <br />Fundraising and social networks still evolving<br />Focus instead on word-of-mouth<br />Supporters derive intrinsic benefits from spreading the word about good causes to their networks for friends and family<br />Mobile & urgent call-in actions<br />
  24. 24. Questions/Challenges: Data Integration<br />For multi-channel donors, how do we know which channel is driving response? <br />If donors are not responding to a given channel, does that mean it’s “not working?”<br />Some channels easier to monitor than others <br />How do we optimize the performance of multi-channel efforts when the solicitation channel and transaction channel may be different?<br />
  25. 25. Questions/Challenges: Structural/Cultural<br />Institutionalizing multi-channel marketing: How do we take multi-channel outreach from pilot to program?<br />How do we make cross-departmental coordination more efficient?<br />
  26. 26. Organizational structures<br />1. Siloed<br />2. Online, other coordinating teams<br />Coordinating <br />Teams<br />3. Centralized,<br />integrated<br />
  27. 27. Organizational structure<br />
  28. 28. Aligned goals and strategies<br />Organizational goals<br /><ul><li> E.g., Grow list</li></ul>Campaign goals / strategies:<br /><ul><li>Devo; Comms; Website/email; Gov’t Affairs; etc.</li></ul>Budgets:<br /><ul><li> Collaborate on building them
  29. 29. Common goal of overall bottom line
  30. 30. Incentives (e.g., share costs for database, ad campaigns)
  31. 31. Single acquisition / investment budget?</li></ul>Metrics:<br /><ul><li> Shared ROI, other metrics</li></li></ul><li> Aligning Goals<br /> Inside External Affairs:<br /> Annual budget<br /> Joint operational & 5-year fundraising plans <br /> Example: Channel Strategy<br />Inside AIUSA:Cross-functional teams<br /> Priority Campaigns<br />Crisis Response Teams<br />Strategic Planning / Priority setting<br />International Movement:<br /> “One Amnesty”<br /> International Fundraising Management Team <br /> Art for Amnesty <br />
  32. 32. Culture<br />Leadership and culture<br /><ul><li>“What’s best for our organization” / highest ROI
  33. 33. Share credit!
  34. 34. Integration / collaboration as key to excellence
  35. 35. Flexibility and innovation</li></ul>Trust-building measures<br /><ul><li>Start small, easy wins
  36. 36. E.g., DM drives people online; online </li></ul> shares credit for website revenue with DM<br />
  37. 37. Culture<br />External Affairs: Strong ethic of teamwork, focus on department goals above individual unit goals. <br />DR and New Media: share audience, coordinate messaging. <br />DR and PG: share audience, marketing efforts target DR donors <br />DR and MG: Gift officers cultivate high$$ DR prospects. <br />PG and MG: gift officers identify PG prospects<br />Entertainment Relations: credited for messaging from celebs, supports PG and MG cultivation events<br />
  38. 38. Processes and systems<br />Communication<br /><ul><li>Weekly Dev / Comms / Program meetings
  39. 39. Regular fundraising integration meetings
  40. 40. Actively participating in other teams meetings</li></ul>Data integration<br />Information sharing<br />Pooled resources?<br /><ul><li>Success story to press release, website, enewsletter, magazine, major donor newsletter…</li></li></ul><li>Processes and Systems<br />Communication: <br />Development units meet monthly<br /> External Affairs unit managers meet weekly<br /> Campaign & crisis teams meet weekly or daily <br /> Leadership Team meets every 6-8 weeks<br />Data Integration: (PIDI / Sphere) <br /> Financial data integrated daily<br /> Other data updated weekly<br /> Plan to transfer non-$$ activity from Sphere to PIDI <br />
  41. 41. Session Evaluation<br />Each entry via text or web is a chance to win great NTEN prizes throughout the day! <br />TEXT<br />Text < 11NTCmulti > to 69866.<br />ONLINE<br />Use < 11NTCmulti > at <br /><br />Session Evaluations <br />Powered By:<br />