gettingalittlecloser-pollack-110319073014-phpapp02
•Download as PPTX, PDF•
0 likes•105 views
Recommended
Recommended
More Related Content
What's hot
What's hot (9)
Viewers also liked
Similar to gettingalittlecloser-pollack-110319073014-phpapp02
Similar to gettingalittlecloser-pollack-110319073014-phpapp02 (20)
gettingalittlecloser-pollack-110319073014-phpapp02
- 1. 1©2011 Convio, Inc. | Page Get a Little Closer: Making Online Fundraising Personal #11NTCpersonal Dave Austin Kenan Pollack Danny Bu
- 2. 2©2011 Convio, Inc. | Page
- 3. 3©2011 Convio, Inc. | Page Agenda: Get a Little Closer Who are we? Why does personalizing fundraising online matter? Landscape & Challenges How do you solve them (with examples you can use!)? American Cancer Society Case Study Questions & Answers No, we’re not talking Jersey Shore closer.
- 4. 4©2011 Convio, Inc. | Page Who are we? Dave Austin Kenan Pollack Solutions Engineer with Convio 20+ years in technology, both nonprofit and for-profit. Focus on online fundraising strategies and technologies. Have worked with over 100 nonprofit organizations. Senior Lead Consultant at Convio Online marketing since 1995 Engaged with mix of clients including Cleveland Clinic, American Cancer Society and National MS Society. Published author; worked in both the nonprofit and commercial sectors. Danny Bu Principal, Interactive Fundraising, American Cancer Society Uses online media to create ACS fundraising campaigns Experience at both the division and national office Veteran of Gap, Inc. including launch of BananaRepublic and Old Navy web sites
- 5. 5©2011 Convio, Inc. | Page Why Should You Care?
- 6. 6©2011 Convio, Inc. | Page But we’re in good company…
- 7. 7©2011 Convio, Inc. | Page The State of Online Marketing Circa 2011
- 8. 8©2011 Convio, Inc. | Page
- 9. 9©2011 Convio, Inc. | Page
- 10. 10©2011 Convio, Inc. | Page
- 11. 11©2011 Convio, Inc. | Page
- 12. 12©2011 Convio, Inc. | Page Social Tops Email… Email Users Social Networking Users Social Networking Users Surpass Email Users on 7/09 Source: Morgan Stanley Internet Mobile Report, December 2009 Data is for unique, monthly users of social networking and email usage.
- 13. 13©2011 Convio, Inc. | Page Fracturing Giving Channels... 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 % who say have donated in this way in last 2 years (total) 52% 49% 32% 31% 27% 26% 20% 14% 14% 8% 5% CheckoutDonation Check by Mail GiftShop Website Fundraising Event Honor/TributeGift Third Party Vendor Phone Monthly Debit Mobile/Text SocialNetworking Site GEN Y GEN X BOOMERS MATURES 48% 57% 52% 48% 26% 43% 54% 77% 28% 35% 32% 30% 29% 35% 31% 25% 22% 28% 28% 31% 22% 22% 27% 35% 25% 27% 17% 12% 8% 10% 16% 25% 11% 17% 14% 11% 14% 13% 4% 2% 9% 6% 4% 2%
- 14. 14©2011 Convio, Inc. | Page 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…
- 15. 15©2011 Convio, Inc. | Page Challenges: File Building
- 16. 16©2011 Convio, Inc. | Page Challenges: Data Lower Value More EngagedLess Engaged Higher Value Donors 1 N=4,107 $212K LTV $52 avg E=6 Donors 2 N=4,379 $341K LTV $78 avg E=10 Sustainers 1 N=1,644 $285K LTV $174 avg E=7 Sustainers 2 N=1,957 $385K LTV $197 avg E=9 Benchwarmers 1 N=135,093 $0 LTV $0 avg E=1 Benchwarmers 2 N=74,328 $0 LTV $0 avg E=4 Disengaged Donors N=530 $33K LTV $62 avg E=0 Active Advocates N=13,127 $0 LTV $0 avg E=12 Inactives N=90,867 $0 LTV $0 avg E=0 Your Housefile
- 17. 17©2011 Convio, Inc. | Page Challenge: Channel Noise and Volume
- 18. 18©2011 Convio, Inc. | Page But, hey, it’s not all bad! Because we have examples!
- 19. 19©2011 Convio, Inc. | Page Acquire, Learn, Ask
- 20. 20©2011 Convio, Inc. | Page Jewish National Fund – Two step email signup
- 21. 21©2011 Convio, Inc. | Page ADA: Two-step Sign-up w with Incentive
- 22. 22©2011 Convio, Inc. | Page St. Joseph’s Indian School: Signup w/ Mail Premium
- 23. 23©2011 Convio, Inc. | Page Sacramento SPCA: Learn Interests at Sign-up
- 24. 24©2011 Convio, Inc. | Page Mito Action: Integrated campaign for advanced profile building
- 25. 25©2011 Convio, Inc. | Page WGBH: context-sensitive email ask, w/ fundraising ask
- 26. 26©2011 Convio, Inc. | Page Nature Canada: Integrated pledge, email and fundraising campaign • Step 1: Email tests interest • Step 2: Pledge confirms interest • Step 3: Donation ask leverages interest
- 27. 27©2011 Convio, Inc. | Page Data-driven Email
- 28. 28©2011 Convio, Inc. | Page • Day 1 • “Thanks for signing up” • Get to know us World Wildlife Fund: Welcome Series • Day 7 • “Why WWF is a global leader” • Get involved • Soft ask: Adopt an animal • Day 14 • “You Can help save the planet” • Support Us • Hard Ask: Become a member
- 29. 29©2011 Convio, Inc. | Page Nature Conservancy: Conditional content based on constituent attributes
- 30. 30©2011 Convio, Inc. | Page Epilepsy Foundation – Personalized Ask
- 31. 31©2011 Convio, Inc. | Page Defenders of Wildlife – Profile update + Ask
- 32. 32©2011 Convio, Inc. | Page Data Driven Asks
- 33. 33©2011 Convio, Inc. | Page World Wildlife Fund Personalized Donation Form
- 34. 34©2011 Convio, Inc. | Page Recognition
- 35. 35©2011 Convio, Inc. | Page Nature Conservancy - Recognition
- 36. 36©2011 Convio, Inc. | Page United Nations Fund – Naming Opportunity (and lots of Flash)
- 37. 37©2011 Convio, Inc. | Page Jewish National Fund Celebrate your B’nai Mitzvah
- 38. 38©2011 Convio, Inc. | Page Storytelling
- 39. 39©2011 Convio, Inc. | Page San Francisco AIDS Foundation: Meet John
- 40. 40©2011 Convio, Inc. | Page Feeding America: Stock the Shelves
- 41. 41©2011 Convio, Inc. | Page Care: carepackage.org
- 42. 42©2011 Convio, Inc. | Page Magic Amounts
- 43. 43©2011 Convio, Inc. | Page Pathfinder International
- 44. 44©2011 Convio, Inc. | Page United Nations Foundation: Nothing but Nets
- 45. 45©2011 Convio, Inc. | Page Outreach International
- 46. 46©2011 Convio, Inc. | Page Personal Events & Pages
- 47. 47©2011 Convio, Inc. | Page NYU Langone Medical Center
- 48. 48©2011 Convio, Inc. | Page Canadian Cancer Girls Night In
- 49. 49©2011 Convio, Inc. | Page Multi-Channel and Social
- 50. 50©2011 Convio, Inc. | Page PETA – Facebook and Donations
- 51. 51©2011 Convio, Inc. | Page Operation Smile & MLF - Twitter
- 52. 52©2011 Convio, Inc. | Page Mobile – Apps and Content
- 53. 53©2011 Convio, Inc. | Page OMB - Video
- 54. 54©2011 Convio, Inc. | Page 2010 Year End Email Test
- 55. 55©2011 Convio, Inc. | Page What do we know about our audience? Point of entry • Majority of donations come from events Geographic location Amount of donation Affinity to the mission • Survivor • Non-Survivors
- 56. 56©2011 Convio, Inc. | Page 56 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
- 57. 57©2011 Convio, Inc. | Page 57 2010 Email – 1st Drop – 6 versions
- 58. 58©2011 Convio, Inc. | Page 58 2010 Email – 1st Drop - 6 Versions
- 59. 59©2011 Convio, Inc. | Page 59 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%
- 60. 60©2011 Convio, Inc. | Page 60 Convio 2010 Email – 2nd Drop - 2 Versions General version Survivor version
- 61. 61©2011 Convio, Inc. | Page 61 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%
- 62. 62©2011 Convio, Inc. | Page 62 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%
- 63. 63©2011 Convio, Inc. | Page 63 Convio 2010 3rd Drop Subject line: Time is running out Audience: donors, lapsed donors and non-donors Versions: Single version but with conditional content to recognize Relay or Strides participation. Clickthrough: +182% Open Rate: +16% Donation amount: +19%
- 64. 64©2011 Convio, Inc. | Page 64 Subject line: Final chance to give for tax year 2010! Audience: donors, lapsed donors and non-donors Versions: Single version but with conditional content to recognize Relay or Strides participation. Clickthrough: +50% Donation amount: +9% Convio 2010 4th Drop
- 65. 65©2011 Convio, Inc. | Page Questions, Answers. That sort of thing
- 66. 66©2011 Convio, Inc. | Page Contact Us Dave Austin Kenan Pollack Danny Bu daustin@convio.com Phone: (512) 807-3761 kpollack@convio.com Phone: (202) 609-6428 Danny.Bu@cancer.org Phone: (202) 609-6428
- 67. 67©2011 Convio, Inc. | Page Session Evaluation Each entry via text or web is a chance to win great NTEN prizes throughout the day! Session Evaluations Powered By: TEXT Text 11NTCpersonal to 69866. ONLINE Use 11NTCpersonal at http://nten.org/ntc/eval
Editor's Notes
- In 2009, we witnessed a seminal moment in a shift to social networking. In July, 2009, according to this Morgan Stanley report you see here, social networking users surpassed email users. And that is AMAZING. The Shift to Cloud 2 really took hold in 2009. But what does it mean? Today’s generation uses facebook, twitter, and lots of other social apps. They are logging in multiple times a day, connecting with friends on Facebook, business colleagues on LinkedIn, and everyone on Twitter. This is the future and this is the way people expect to communicate with others. This is the new norm for communications and will only get more powerful over time.
- Lot of information on this chart. Two most common ways to “give back” are what I know some of you refer to as “tipping” – leaving a buck for charity here or there at the supermarket, etc; and of course check by mail. But what I really want to focus on is some of the generational differences. Gen Y most likely to give in small ways -- $1 at checkout type of gift. No one prevalent channel beyond that -- as likely to give via website as check, same numbers at gift shop, event, etc. More than 1-in-10 say they have participated in mobile philanthropy. Giving thru SM more prevalent than other generations, but still small. Gen X true multi-channel givers -- more likely to give through many of these channels than other generations. Most likely to make online donations (though still a little less than good old check). Both X and Y more likely to participate in something like Gap Red campaign where part of the proceeds fr third party vendor purchase goes to charity. In focus groups we heard that this is a way that they can easily and affordably be charitable. Win-win (i.e. Gap – “I shop there anyway, and it’s a way to feel good”). X using monthly debit more than other cohorts. –NOT REALLY -- THE DIFFERENCE IS WITHIN THE MOE Matures (and Boomers) most likely to mail in a check. A third of Matures have made tribute gifts. More have given via phone solicitation than other generations (though still just a quarter). THE INTERESTING STORY IS GEN X
- Direct donation most prevalent, but more likely to be first form of support as age Y (followed by X) more likely to check out the charity’s website as a way to get involved. Also more likely to attend an event and volunteer. Finally, Y most likely to promote charity to others through email, FB, etc. Suggests that younger groups need to go through one or more cultivation steps to build a relationship that can lead to a financial transaction Q12: When you first learned of [Top Charity], in what ways did you become involved with the charity/group? Blue numbering indicates significance at the 95% confidence level
- File building challenges Lacks organic, paid, and social tools to collect emails Don’t leverage collection opportunity as chance to start profile building
- Constituent Data Challenges Don’t take steps to learn more about prospects or recent donors Don’t know how to collect key data—including implicit and explicit preferences or interests Don’t Leverage the donor data they might already have to make the right ask—set gift string, dynamic, write-in, etc.
- Channel Noise Challenges Trouble making a message stand out from the pack—including their own messaging or that of peers Storytelling lacks personal connection—sterile and numbers based Lack a connection sans an event—disaster, crisis, etc. Don’t match the right message and channel to the audience—varying content by audience type, email vs. social, etc.
- Best practice: Make “ask” for email address prominent; Collect as little info as possible initially; Make landing page for “Register” a second form for collecting additional information. Whatever information was first submitted has already populated the database, but now you have the chance to augment that, and response rates on this second form are usually very good. We have found completion rates of 40-60% on the second page, but even if they don’t complete it, you still have their information. Also, note the opt-in for postal main and text messages…
- Registration – two step, with expanded info in first step: American Diabetes – collect interest preference on the first screen. They have also added a matching gift incentive for registration. www.stopdiabetes.com Does your organization have a corporate relationship that could provide a matching donation to signups? Acquire + Learn Best Practice: Use two-step registration to keep initial signup simple, and encourage additional information as a second step.
- Registration – two step w/premium on second step: St. Joseph’s Indian School (have a 12% signup conversion after a lot of testing) http://www.stjo.org/site/PageServer?pagename=stjo_homepage By the way, why do they ask for an email address? What do you think they will do with that information? How would YOU use it? What could your organization give away as a premium in exchange for a full mailing address? Acquire + Learn (based on address, zip code) Best Practice: Provide a reason for constituents to provide you with their address other than “We want it, that’s why”. What is the benefit to them?
- Registration – two step: Sacramento SPCA – collect email on first page, additional contact info and cat/dog preference on second page http://sspca.org/ Acquire + Learn
- Information collection/advanced profiles: Mito Action http://mito.convio.net/site/MessageViewer?em_id=2461.0&dlv_id=7061&printer_friendly=1 An email to the entire housefile A survey landing page asking the same profiling questions as MITO asks in their phased registration A thank-you confirmation page once the survey is submitted An incentive to participate Great results: Total Recipients: 2,196 Unique Opens: 947 (43.24%) Unique Click-Throughs : 471 (21.51%) Total Click-Throughs: 583 Recipient Actions: 386 (17.63%)
- Email capture + fundraising ask: WGBH asks for email addresses in the context of their different content areas (sign-up on Curious George page adds you to Parents email list). Then the landing page of the signup invites you to make a donation in support of that content area. http://www.wgbh.org
- Pledge w/ Interest capture and Fundraising integration: Nature Canada - water conservation http://supporter.naturecanada.ca/site/PageServer?pagename=water_pledge&autologin=true (also show pre- and post-emails) Acquire + Learn + Engage
- This is the monthly national newsletter from Nature Conservancy. 80% of the content is the same for all subscribers, but 20% is conditional, based on the constituent’s state
- Merging personal data with fundraising ask
- Subject line creates curiosity Email gives me a chance to verify my information and make any corrections (so that any direct mail gets delivered correctly) Renewal ask (even though I am not a donor)
- Jewish National Fund Several options for personalized products that tie directly back to the organization’s mission: Donation of $18 to plant a tree in Israel; you can do this in someone’s honor or memory and receive a personalized certificate A donation can also purchase personalized invitations and table signs for a special occasion like a wedding or a Bat Mitzvah For an $1,800 donation a glass tile will be embedded into a memorial wall. The plaque will be personalized with the name of your child, his/her hometown and date of the occasion, as well as the name and home country of a child who perished at the hands of the Nazis.
- National Black AIDS Awareness Day Campaign Highlighted the story of an African-American client Website Homepage, Email, and Facebook Status drove constituents to a landing page
- UN Foundation Nothing but Nets Campaign Allows donors to select a tangible outcome for their donation in terms of nets purchased. Takes personalization to the next level by translating that number into a “warm fuzzy”: two best friends, five pregnant mothers, etc. Then takes the personalization another step further by allowing donors to gift their donation to a friend and generate either an eCard or downloadable PDF card for their friend.
- For many orgs this can mean Causes. But, for orgs such as PETA, this means incorporation of an actual donation form directly within a Facebook Page.