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Hjc bb seminar - blackbaud presentation vancouver draft one sept 6 2012

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Hjc bb seminar - blackbaud presentation vancouver draft one sept 6 2012

  1. 1. HOW DATABASE EXCELLENCE CAN SEPARATE YOU FROM THE PACK with guest speaker Michael Johnston Craig White Manager, Blackbaud Canada9/20/2012 The Raiser‟s Edge(i) 1
  2. 2. Take our survey at the end of http://www.surveymonkey.com/s/X5T9BRP the session! At the end of the session, we‟ll ask you to go online and fill out our integration survey. We‟ll select 1 WINNER to receive complimentary 1-hour CRM fundraising consulting session http://www.surveymonkey.com/s/X5T9BRP9/20/2012 2
  3. 3. THE FUTURE, AND CURRENT, DONOR Hyper- Customized Ego- Tribute Hyper- adventure Workplacephilanthropy Mania choice giving giving The need toFeeling the tell the world Feeling The lastneed to be The death of about your young and opportunity their own unrestricted parents and having fun in the 21stfundraising giving friends and while giving century? brand family 9/20/2012 Proprietary & Confidential Slide 39/20/2012 3
  4. 4. MID-AGED DONORS AND EGO- PHILANTHROPY AND TRIBUTE MANIA9/20/2012 4
  5. 5. 9/20/2012 5
  6. 6. • How boomers act – compared to civics and how this makes sense for online social network fundraising…9/20/2012 6
  7. 7. 9/20/2012 7
  8. 8. 9/20/2012 8
  9. 9. PEER TO PEER AND MILESTONE GIVING9/20/2012 Meghan Solomon 9
  10. 10. HYPER-ADVENTURE GIVING FEELING YOUNG AND HAVING FUN WHILE GIVING9/20/2012 10
  11. 11. 78 million boomers in the US are beginning to retire… one survey found ½ want to have a positive social impact*…why not give them something to do… * NYTimes, Nicolas Kristof9/20/2012 11
  12. 12. As one boomer says on helping charities: “It wasn‟t a matter of being a Mother Teresa. It was a matter of, „Boy, that sounds like fun!”… * NYTimes, Nicolas Kristof9/20/2012 12
  13. 13. STRETCH GOALS… 9/20/2012 Proprietary & Confidential Slide 139/20/2012 13
  14. 14. STRETCH GOALS…9/20/2012 Meghan Solomon 14
  15. 15. HYPER-CHOICE THE DEATH OF UNRESTRICTED GIVING9/20/2012 15
  16. 16. KIVA – LOAN/GIVE OXFAM CANADA POPULATES THE BACK END PEOPLE CAN CHOOSE COUNTRY, THEME, PROJECT AND THEN GIVE MONEY, MAKE A LOAN, MAKE A TEAM OR PERSONAL PAGE…9/20/2012 16
  17. 17. 9/20/2012 17
  18. 18. Automated counter – demonstrates impact Matching giftcomponent 9/20/2012 18
  19. 19. Your own personalcampaign page –celebratesyour work and your staff! 9/20/2012 19
  20. 20. Depts &Individuals can create their ownfundraising webpagesNothing like some friendlycompetition! 9/20/2012 20
  21. 21. THE BEGINNING OF A REDEFINITION OF A ‘PHYSICAL, CATCHMENT, COMMUNITY BASED FUNDRAISING… Cost to acquire a monthly donor ($17/month) is currently standing at 14-16 month breakeven It has a chance to increase their annual campaign database by 3000%.9/20/2012 21
  22. 22. NEW WAYS TO GET COMMUNITY SUPPORT...9/20/2012 22
  23. 23. 9/20/2012 23
  24. 24. CANADIAN GENERATIONAL GIVING $1,000 65+ year old $900 $800 Average Annual Giving $700 47-65 year old $600 $500 20-30 year old $400 $300 $200 31-46 year old $100 $- 0% 20% 40% 60% 80% 100% Percent Giving9/20/2012 Meghan Solomon 24
  25. 25. FUNDRAISING REALITY THAT IMPACTS CRM9/20/2012 25
  26. 26. MULTI-DIMENSIONAL DEMAND FOR BETTER CRM ABILITY… Renewal In a Vertically Donor chronological Development customer contact flow Acquisition Theme Messaging Style Horizontally9/20/2012 26
  27. 27. INTEGRATION TO GROW YOUR PYRAMID Wills Major Monthly Wills Major Monthly One-off One-off Prospect Prospects9/20/2012 27
  28. 28. ONLINE – PLANNED GIFTS AND MAJOR GIFTS… A recent online survey found9/20/2012 28
  29. 29. CRM IMPACT TASK ONE: THE DATA9/20/2012 29
  30. 30. THE FIRST TRIUMVIRATE9/20/2012 Meghan Solomon 30
  31. 31. THE FUNDRAISING TRIUMVIRATE RFM Propensity Self- Modeling and Identification Wealth Surveys Screening9/20/2012 Meghan Solomon 31
  32. 32. A FOURTH? CLM9/20/2012 Meghan Solomon 32
  33. 33. ACCESSING ALL DATA SOURCES ON YOUR MOBILE…9/20/2012 Meghan Solomon 33
  34. 34. How RE can help you find the best way to categorize and act in an integrated fundraising manner e.g. manually assigning a giving score RE Screen with the VIP Giving Score at the bottom9/20/2012 34
  35. 35. CRM IMPACT TASK TWO: INTEGRATE CHANNELS…9/20/2012 35
  36. 36. HOLIDAY 2011 CAMPAIGN The campaign featured a landing page, which displayed “messages of hope”, left by constituents when they were making donations. The landing page also featured a video with a brief explanation of what the BC Cancer Foundation is, a campaign thermometer and a promotion of the ability to send e-Cards.9/20/2012 36
  37. 37. 9/20/2012 37
  38. 38. HOLIDAY 2011 CAMPAIGN The campaign was active for about three weeks, ending on December 31, 2011. It included: 1. Google AdWords Search Network (Paid Account) 2. Google AdWords Display Network 3. Google AdWords Search Network (Google Grant Account) 4. Email – 4 waves9/20/2012 38
  39. 39. eCard DM engagement device9/20/2012 39
  40. 40. RESULTS • Overall Revenue: 1,272 gifts, $275,003, $216.20 average gift 1. Big Breakthrough #1: Google Search and Adwords - $2,500 spent with a return of $58,000. 2. Big Breakthrough #2: Integration across channels worked 3. Big Breakthrough #3: More emails, with personalization and e-cards, led to more money online 4. 60% increase in gross revenue from the year before by combining direct mail and online – in part with the data used from RE Let’s look at integration ability…) >>9/20/2012 40
  41. 41. The Appeal tab shows what mailings, email, etc have been sent to the donor9/20/2012 41
  42. 42. The segment tab allows multiple queries to be processed and each query is de- duped against each other so constituents only receive one mailing.9/20/2012 42
  43. 43. CRM IMPACT TASK THREE: ACQUISITION9/20/2012 43
  44. 44. #3 – ACQUISITION • giving people the opportunity to interact and provide info • Sick Kids survey • Welcome Packages • Petitions9/20/2012 44
  45. 45. HAVE AN INTEGRATED WELCOME STRATEGY – THAT ATTEMPTS TO TAKE DONORS TO THE NEXT ENGAGEMENT LEVEL AND LEVERAGES RE9/20/2012 45
  46. 46. 9/20/2012 46
  47. 47. I N T E G R AT E D O N L I N E S U R V E Y: B E S T P R A C T I C E T O S TA R T Y O U RL E G A C Y, M A J O R , M I D D L E G I F T I D E N T I F I C A T I O N A N D A P E R F E C TCOMPLIMENT TO BB’S GIVING SCORE • The cultivation survey: • Sent to 57,400 donors • 3 key segments: Monthly, Active & Lapsed • 5,530 responses (response rate of 11%) • Raised $17,574 – a bonus! • Reactivated 30 donors • Found 85 expectances and 292 legacy leads • 143 middle and major donor leads! • Key: shared budgeting!9/20/2012 47
  48. 48. C R O S S D E PA R T M E N TA L S H A R I N G , L E A R N I N G A N D L E A D G E N E R AT I O N …9/20/2012 48
  49. 49. T H E G O A L S O F T H E S U RV E Y 1. Collect personal preferences of donors for targeted marketing appeals 2. Collect demographic data for marketing purposes – and connect it automatically to the database! 3. Build a deeper relationship with donors – give them a platform to be heard 4. Uncover leads for other forms of giving – including legacies, middle gifts, and major donor gifts9/20/2012 49
  50. 50. AND REMEMBER, ACQUISITION IS NOW MULTI-STEP… Lead Acquisition & Conversion Games Email Advocacy Direct mail LEADS Telemarketing Enews DONORS Social Media9/20/2012 50
  51. 51. E-PETITION More info: legitimacy Comments: Counter: priority for calls social proof Phone number: Subscribe: or you can‟t start! for cultivation9/20/2012 51
  52. 52. THE DIFFERENT CONSTITUENCIES CALLED… 20.00% 18.50% 18.00% Recent Lapsed 16.00% Monthly Donor 14.00% Online Petition Only 11% 12.00% 9% 10.00% 8% E-newsletter 8.00% Subscriber 6.00% Lapsed Single Gift 4.00% Donor 2.00% 0.00% CPMD $759/20/2012 52
  53. 53. CRM IMPACT TASK FOUR: CULTIVATION9/20/2012 53
  54. 54. #4 – CULTIVATION • You grow your program by taking good care, cross channel, of your new and renewed donors • The donor „lifecycle‟ helps craft the approach...9/20/2012 54
  55. 55. LIFECYCLE BASICS FOR ‘POLITICAL’ SUCCESS • Shared agreement between fundraising and non-fundraising departments on the „big picture‟ lifecycle plan e.g. how are non-fundraising and fundraising ACTIONS coordinated to give a deeper relationship to the organization triggering a closer and more generous view from the supporter • Shared agreement between all types of giving (e.g. planned giving, major gift, middle donor, monthly giving, etc) on when individuals are approached to be converted to the next level of giving. In other words, when is a new gift giving opportunity triggered? • Shared agreement on what happens on first entry; graduation and lifetime events (e.g. birth of children, first job, grandchildren, death of alumni friends, etc) • Shared agreement on what information will be gathered, and how it will be gathered e.g. the Drip Marketing approach • Shared agreement on how that information will be used and when e.g. birthdates, likes and dislikes, favourite memories, most important instructor at school, etc •9/20/2012 55
  56. 56. LIFECYCLE SKELETON • The first category should be life event. It can include those important events e.g. acceptance, graduation, birth of child, marriage, retirement, death, etc • The second category should be non-fundraising communication. It can include alumni relations or patient (family) communication touch points • The third category should be fundraising solicitation. It should include every type of giving e.g. text, monthly sustainer, planned giving, etc • The fourth category should be channel choices for each of the proactive interactions for a constituent • The fifth category would be one labelled cooperation. It would explicitly talk about the necessary cooperation to make an interaction successful • The sixth category would be one labelled outcome. It would explicitly talk about the outcome that the interaction should inspire9/20/2012 56
  57. 57. AN EXAMPLE...9/20/2012 57
  58. 58. CRM IMPACT TASK FIVE: REPORTING9/20/2012 58
  59. 59. #5 – REPORTING • With limited resources, how do you use reporting to point you to the most effective activities?9/20/2012 59
  60. 60. 9/20/2012 60
  61. 61. Take our survey! Go online and fill out the survey! We‟ll select 2 WINNERS to receive complimentary 1-hour CRM fundraising consulting session http://www.surveymonkey.com/s/X5T9BRP9/20/2012 61
  62. 62. THANK YOU!
  63. 63. PAIRING KEY TENANTS TO BLACKBAUD PRODUCTS Craig White Manager, Blackbaud Canada9/20/2012 The Raiser‟s Edge(i) 63
  64. 64. HJC RECAP - 5 PILLARS • Identify • Market • Acquire • Cultivate • Evaluate “Reporting”9/20/2012 64
  65. 65. THE DONOR LIFECYCLE Consider Acquisition Interest has been Market peaked Direct Mail Telemarketing E-mail eNews Face-To-Face Research Social Media WebsiteIdentify Reports Cultivation Analytics Lists Friend of a Friend Retain Feels the Mission Enjoyed Donor Experience Stewardship Supports Feels Appreciated Donates Thank You Understands Impact Volunteers Receipt Attends Event Moves Management Are you doing Inspired by: ”Consumer Decision Journey”, David Court, McKinsey Quarterly 6/2009 enough to forge Inspired by: Branding in The Digital Age, David C. Edelman, Harvard Business Review9/20/2012 connection? this 10/2010 65
  66. 66. A FULLY INTEGRATED SOLUTION OFFERING The Raiser‟s Edge i Online Marketing and Engagement | Online Donations | Email | Targeted Content | Social Sharing| Real- Multi-channel Enables a time, seamless relationship holistic view of integration management supporters Constituent Relationship Management (CRM) | Direct Mail | Relationship Management |Prospect Identification | Moves Management |9/20/2012 66
  67. 67. LEVERAGING ANALYTICS9/20/2012 67
  68. 68. THE DONOR LIFECYCLE AcquisitionIdentify Reports Analytics Lists Friend of a Friend9/20/2012 68
  69. 69. THE GIVING SCORE – SMART ANALYTICS IN THE RAISER’S EDGEHelps you raise more money by:• Giving you the power to target and identify your best supporters• Saving you time and money by knowing who to invest in and who not to invest in• Improving efficiency with managing your constituents in RE• Segmenting your constituents into four unique groups based on their likelihood & capacity to give a gift to your organization9/20/2012 69
  70. 70. GIVING SCORE ANALYSIS – DASHBOARD REPORTS9/20/2012 70
  71. 71. A WORKSPACE TO TURN THE SCORE INTO ACTION9/20/2012 71
  72. 72. MULTI CHANNEL MARKETING9/20/2012 72
  73. 73. THE DONOR LIFECYCLE Acquisition Market Direct Mail Telemarketing E-mail eNews Face-To-Face SOCIAL MEDIA9/20/2012 73
  74. 74. THE IMPORTANCE OF MULTI-CHANNEL MARKETING • Donors acquired online who give through multiple channels are worth up to 3X more than those who give through a single channel • Over a 4 year period… $200 • Donors acquired online give an average $128 ALL • Donors acquired by mail give an average $63 $150 GIFTS • Donors acquired online but also give offline WEB donate on average $197 $100 ONLY ALL $50 MAIL GIFTS ONLY $0 Acquired Online Acquired by Mail Details at: https://www.blackbaud.com/files/resources/downloads/WhitePaper_MultiChannelGivingAnalysis.pdf • Details at: https://www.blackbaud.com/files/resources/downloads/WhitePaper_Mul tiChannelGivingAnalysis.pdf9/20/2012 74
  75. 75. A MULTI-CHANNEL EXAMPLE: ROOM TO READ9/20/2012 75
  76. 76. ACQUISITION9/20/2012 76
  77. 77. THE DONOR LIFECYCLE Consider Acquisition Interest has been peaked Research Social Media Website Supports Donates Volunteers Attends Event9/20/2012 77
  78. 78. USER REGISTRATION AND E-NEWS SIGNUP9/20/2012 78
  79. 79. MONTHLY DONORS9/20/2012 79
  80. 80. EVENT SIGN UP9/20/2012 80
  81. 81. EVENT SIGN UP • Different types of event sign up: - Peer-to-peer - Community based - Third party event - RSVP - Virtual events9/20/2012 81
  82. 82. CULTIVATION9/20/2012 82
  83. 83. THE DONOR LIFECYCLE Cultivation Retain Feels the Mission Enjoyed Donor Experience Stewardship Supports Feels Appreciated Donates Thank You Understands Impact Volunteers Receipt Attends Event Moves Management9/20/2012 83
  84. 84. E M A I L M A R K E T I N G C A M PA I G N E X A M P L E Mail Landing Donation Template Page Form 9/20/2012 84
  85. 85. T Y P E S O F B E N C H M A R K R E S U LT S 9/20/2012 85
  86. 86. MOBILE EXPERIENCE9/20/2012 The Raiser‟s Edge(i) 86
  87. 87. DONOR EXPERIENCE VS. STAFF PRODUCTIVITY9/20/2012 87
  88. 88. THE RAISER’S EDGE MOBILE APP – IN DETAIL9/20/2012 88
  89. 89. REPORTING & ANALYSIS9/20/2012 89
  90. 90. THE DONOR LIFECYCLE Acquisition Cultivation Are you doing enough to forge9/20/2012 connection? this 90
  91. 91. MEASURE TO MANAGE IN THE RAISER’S EDGE(i) Measure Key Performance Indicators (KPIs) Specific to Your Organization” Seamless integration with Online Forms and Email Marketing tool Easily drill into details Dashboards designed for your needs Library of pre-built queries, filters and reports9/20/2012 91
  92. 92. BENCHMARK USING AFP’S FUNDRAISING EFFECTIVENESS PROJECT • Analyzes critical metrics to evaluate potential areas for sustainable fundraising improvement. - Benchmarked metrics against peer group. - Discussed best practices to improve fundraising performance. - Identified areas of improvement with highest impact.9/20/2012 92
  93. 93. FUNDRAISING EFFECTIVENESS PROJECT IN THE RAISER’S EDGE9/20/2012 93
  94. 94. A F P ’ S A N A LY S I S O F G I V I N G T R E N D S 2005 - 2010 FEP Trends Average Annual Anticipated Growth Future Annual All 2007 2008 2009 2010(2007-2010) Growth Average Yearly Giving/Donor $956 $1,008 $1,082 $1,089 4.4% 1.0% Average Donors/Org 1,720 1,619 1,541 1,516 -4.1% 1.0% Avg Total Donations/Org $1,644,931 $1,632,806 $1,667,281 $1,650,999 0.1% 1.0% FEP Quartile Analysis - Industry Average • Donor Retention Avg $/ Donor Top 25% 59.1% $3,382 Third 25% 46.2% $1,004 Second 25% 34.7% $515 Bottom 25% 18.7% $212 Average 43.1% $9239/20/2012 94
  95. 95. W E C A N G I V E O B S E R VAT I O N S V E R S E S Y O U R P E E R S How are your donor retention rates? • Where is room for improvement in average yearly gift per donor? - yours vs. $1089 (Industry Average per AFP) • Opportunities to reach more donors with peer to peer fundraising tools that harness the power of social media Possible Suggested areas of focus: • Average gift size for ALL donors shows room for improvement compared to peers. • Retain a higher percentage of donors – retained donors are worth more, less expensive to reach. Goal is to slightly improve retention rate with better tools for stewardship.9/20/2012 95
  96. 96. RETURN ON INVESTMENT9/20/2012 The Raiser‟s Edge(i) 96
  97. 97. S A M P L E C U M U L AT I V E 5 Y E A R R O I $700,000 $521K $500,000 $326K $300,000 $173K $100,000 $57K Year1 Year2 Year3 Year4 Year5 -$23K-$100,000 Cumulative Investment Cumulative Additional Revenue Cumulative Net ROI9/20/2012 97
  98. 98. THANK YOU! Craig White craig.white@blackbaud.ca Jacqueline Gutbrod jacqueline.gutbrod@blackbaud.com Barry Weaver barry.weaver@blackbaud.com9/20/2012 The Raiser‟s Edge(i) 98

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