Together at Last:  The Happy Union of Online and Offline Fundraising!

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Tuesday, March 22, 2011
Presented by:
Harry Lynch
CEO, Sanky Communications Inc.
Paul Habig
Executive Vice President, SankyNet

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Together at Last:  The Happy Union of Online and Offline Fundraising!

  1. 1. Together at Last:  <br />The Happy Union of Online and Offline Fundraising! <br />Tuesday, March 22, 2011<br />Presented by:<br />Harry Lynch<br />CEO, Sanky Communications Inc.<br />Paul Habig<br />Executive Vice President, SankyNet<br />www.sankynet.com<br />Twitter - @sankynet<br />
  2. 2. State of Integrated Fundraising<br /><ul><li>Dramatic shift towards online giving in the last 5 years.
  3. 3. Typical nonprofit now receives 8% of income online. 
  4. 4. 2/3 of major donors report looking at a charity’s website before giving.
  5. 5. Facebook estimated to be fastest growing company ever!
  6. 6. 57% of donors report “a lot of” awareness of text donation options following Haiti.
  7. 7. Many charities seeing 30%-40% of direct mail recipients making their gifts on website. </li></li></ul><li>
  8. 8. Why Integration?<br />Coordination of channels: <br /><ul><li>Increases response rate
  9. 9. Increases average gift
  10. 10. Increases long-term value of donors</li></ul>Building blocks of integration:<br /><ul><li>Email, Print, Website, Search, Social Media
  11. 11. Mobile, Apps, Telemarketing and more…</li></li></ul><li>
  12. 12. Response by Sent Channel<br />
  13. 13. Case Study 1:EMAIL<br />
  14. 14. State of the Union # 1: Email<br /><ul><li>Synchronized campaigns show huge value!
  15. 15. Many prime donors now rely on the medium.
  16. 16. But collecting email addresses in direct mail is very slow going… email appends typically find only 10-20% of records.
  17. 17. Some of the best offline donors still don’t use email.</li></li></ul><li>Direct Mail Reply Slip<br />
  18. 18. Email Append<br />
  19. 19. Email Acquisition<br />www.sankynet.com<br />Tuesday, March 22, 2011<br />
  20. 20. Email Cultivation<br />
  21. 21. Case Study 2:PRINT<br />
  22. 22. State of the Union # 2: Print<br /><ul><li>Channel jumping is getting easier… and the potential for online stewardship and engagement is almost limitless!
  23. 23. DM audience is starting to move online for transactions.
  24. 24. But classic direct mail donor is not the most Web savvy.
  25. 25. Switching mediums takes some effort.
  26. 26. Risks of distraction when we pull a direct mail donor online. </li></li></ul><li>Coordinated Interactive Voting Rights Website<br />
  27. 27. Coordinated Email Campaign<br />June 11, 2010<br />
  28. 28. Coordinated Direct Mail<br />
  29. 29. Coordinated Web Graphics<br />
  30. 30. Case Study 3:WEB PAGES<br />
  31. 31. State of the Union #3: Web Pages<br /><ul><li>Stewardship and upgrade potential is phenomenal… and cost saving potential enormous.
  32. 32. Success of recurring giving programs is catapulted to new levels online.
  33. 33. Most websites serve multiple purposes beyond fundraising – and are often hands off as far as development is concerned.
  34. 34. Data tracking can be limited… and success at channel-migration hard to measure.</li></li></ul><li>Strong Homepage<br />Action Buttons<br />Direct Mail Area<br />
  35. 35. Giving Options – including Monthly<br />
  36. 36. Homepage Lightbox – integrated with TV promo<br />
  37. 37. Holiday Lightbox on Homepage<br />
  38. 38. Homepage Year End Countdown Lightbox<br />
  39. 39. Homepage Holiday Lightbox<br />
  40. 40. Homepage Donation Call-Out<br />
  41. 41. Catalog Holiday Banner<br />
  42. 42. Case Study 4:SEARCH MARKETING<br />
  43. 43. State of the Union # 4: Search Marketing<br /><ul><li>Optimize your site for mission-specific keywords
  44. 44. Average gift tend to be high… and long-term value is tremendous!
  45. 45. Paid search can be a great source of new email addresses, while organic traffic brings potential donors to your site.
  46. 46. But there is little hard evidence of donor crossover to search engines.
  47. 47. A high volume of donations is harder to come by in this channel.</li></li></ul><li>Search Engine Optimization<br />Keywords Evaluation<br />“Mircofinance” vs. “World Hunger<br />
  48. 48. “Microfinance” – Search Engine Optimizing Freedom from Hunger<br />January 2011 – Page 1<br />July 2010 – Page 4<br />
  49. 49. Search Engine Marketing <br />Pay-Per-Click Ad<br />
  50. 50. Search Engine Marketing - Landing Page Test<br /><ul><li>Child-focused page – almost 2x as many donations
  51. 51. Build on visitor activity maps to optimize campaign</li></ul>“Child”<br />“Holiday”<br />
  52. 52. Don’t forget Bing and Yahoo!<br />Pay-Per-Click Ad<br />
  53. 53. Contextual Placements<br />
  54. 54. Case Study 5:SOCIAL MEDIA<br />
  55. 55. State of the Union # 5: Social Media<br /><ul><li>The explosive growth in usage means our very best donors – even Grandma – will soon be on Facebook!
  56. 56. You can’t beat it for brand building.
  57. 57. Keeping an authentic presence is time-consuming.
  58. 58. The payoff in immediate support is often very limited. </li></li></ul><li>Social Media Campaign <br />
  59. 59. “Share”-ableInfographics<br />
  60. 60. Care 2 Daily Action<br />
  61. 61. Branded Welcome Email<br />
  62. 62. Targeted Facebook Advertising <br /><ul><li>Demographic Analysis
  63. 63. Social Momentum
  64. 64. Awareness Building</li></li></ul><li>Facebook Campaign – Active Daily Engagements<br />
  65. 65. Twitter Campaign - ActiveDailyTweets<br />
  66. 66. Case Study 6:INTEGRATED CAMPAIGN<br />
  67. 67. Integrated Campaign – Cold Weather Appeal<br />
  68. 68. Website landing page for direct mail donors.<br />Integrated Campaign – Direct Mail<br />
  69. 69. Integrated Campaign – Homepage<br />
  70. 70. Integrated Campaign – Site wide<br />
  71. 71. Integrated Campaign – Donate Form (including monthly)<br />
  72. 72. Integrated Campaign - SEM<br />
  73. 73. Integrated Campaign – Social Networking<br />www.sankynet.com<br />Tuesday, March 22, 2011<br />
  74. 74. State of the Union: What Will the Future Bring? <br /><ul><li>Movement across channels will accelerate and </li></ul> integration will be more important than ever.<br /><ul><li>New complexities — and new opportunities —lie ahead!
  75. 75. Will mobile fundraising emerge as a high value long-term channel? Will QR codes emerge as the next big thing? </li></ul>What else will the future bring to fundraisers? <br /><ul><li>We must be nimble…to embrace the future while not losing </li></ul> sight of what we already know.<br />
  76. 76. Thank you and check our new website: http://sankynet.com<br />@sankynet<br />@paulhabig<br />@DaLynchMob<br />

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