25 Ways to Kick Start your Cross-Channel Fundraising
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25 Ways to Kick Start your Cross-Channel Fundraising
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25 Ways to Kick Start your Cross-Channel Fundraising
- 1. 25 WAYS TO KICK START YOUR CROSS-CHANNEL FUNDRAISING Mike Johnston – HJC July 27 th , 2010 11:00 – 12:15 2010 Bridge Conference
- 2. [email_address] President and Founder, HJC 2010Bridge Tweeting today? Your presenter... Follow us as... @hjcnewmedia
- 3. A VIRTUAL TOUR
- 4. CROSS CHANNEL FUNDRAISING The use of multiple channels (online, direct mail, telephone, mobile) to support one another to raise more money and build better donor relationships
- 5. CROSS CHANNEL FUNDRAISING Why do it?
- 6. Giving Channels % donated this way in last 2 years (total) Emerging Channels 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%
- 7. Solicitation Channel (From charities/nonprofits with established relationship) % say appropriate solicitation channel (rank ordered by very important –blue) TOTAL GEN Y GEN X BOOMER MATURE 84% 87% 89% 82% 76% 77% 77% 79% 74% 77% 65% 76% 69% 60% 51% 47% 69% 60% 38% 17% 42% 51% 42% 39% 34% 23% 38% 25% 16% 13%
- 9. Integration opportunities or threats? Area One: Direct mail and email
- 10. Web Triggers Direct Mail Response When you received a mail solicitation from a charity, which of the following places on the Internet do you look at before deciding whether to give money NPT Research: 1,000 calls All respondents 2005 2008 Look up 25% 44% Do not look up 61% 47% Don’t know/none 13% 10% 2005 2008 Org’s web site 19% 37% Independent rating organization 11% 24% Online discussion group 3% 10% Blogs 2% 8%
- 11. If 37% of direct mail donors who get a direct mail solicitation go to the charity’s web site before giving then shouldn’t cross-channel integration look like this ? Press Advertisement
- 12. Cross-channel integration Magazine Advertisement
- 13. Visitors were asked to fill out petition including mailing address and email…
- 15. Direct Mail integration (coordinating messaging) Pre-DM
- 16. Direct Mail integration (coordinating messaging) Post-DM
- 17. Direct Mail integration (coordinating messaging)
- 18. PAPER CATALOGUE IN SUPPORT OF AN ONLINE SYMBOLIC GIVING CAMPAIGN… In 2005, an online only symbolic gift catalogue was introduced, it raised approximately $48,000 in its first year. The second year, a simple catalogue was sent to direct mail donors in November of 2006 introducing them to the symbolic giving catalogue. It was sent to approximately 10,000 donors and raised an additional $74,180.00 And a comparison of Nov 05 dm donors receiving a holiday appeal without a catalogue the month before vs. the 06 donors who received the catalogue showed a $15,000 reduction in income vs. $74,180 increase – for $59,180 net return on more integrated offline/online approach
- 19. Giving Year Giving Channel Number of Donors Percentage 2007/2008 Mail GTM Specific 3176 Tracking specifically these 3176 Mail 07/08 GTM donors by channel in 08/09 2008/2009 Online GTM specific 39 1.23% Mail GTM Specific 1073 33.78% combined both channels GTM specific 1112 35.01% Giving Year Giving Channel Number of Donors Percentage 2007/2008 Online GTM Specific 400 Tracking specifically these 400 online 07/08 GTM donors by channel in 08/09 2008/2009 Online GTM specific 146 36.50% Mail GTM Specific 16 4.00% GTM Specific - both mail online and mail 162 40.50%
- 20. Gaza conflict early 2009: Save the Children UK run National press campaign - text support for a ceasefire. Call to action – text CEASEFIRE’ - pass details onto friends and family . Campaign goes viral - 1 82,000 people text - petition taken to Downing Street. All supporters were called on their mobile phones and prior to the call we had no information (name, address, etc) about these prospects.
- 24. What do we mean by the telephone?
- 25. The phone and online?
- 27. Online pledge pages and calling….
- 31. The next step was to call convert these donors . We did not breakout the different online warm lead sources to compare telephone conversion rates. UK 7.25% conversion to monthly giving No single donations – not asked Average gift: $6.5 per month Cost to convert the online warm via the phone: $68.00 Breakeven ROI: 23 months North America – this is the estimated return Average gift: $15 per month Cost to convert the online warm lead per donation: $65.00 Breakeven ROI: 12 months
- 33. One million text “votes” in 51 days.
- 34. 800,000 new contacts 50% converted to monthly giving 9.65% conversion to monthly giving: 15,388 170,658 called on their mobile phones 7.6 million dollars LTV (over 5 years) Average gift 3.28 dollars/month
- 35. Med é cin San Frontiers Austria 5% of total donations to tsunami MSF Austria
- 36. Medécin San Frontiers Austria 50% converted to monthly giving 50% converted to monthly giving 60% said YES Voice and text to build relationships 282,000 Euros in single gifts
- 41. Optimising your website to generate supporters AIM & CONCEPT To convert more charity website visitors to new supporters Prospective charity supporters visit and browse charity website Software identifies likely prospect and when to engage to collect contact details and permission Supporter Prospects are telephoned/contacted at a later date to convert into a regular giver
- 42. Pop up’s – Integrating Web and Telephone
- 44. UNICEF Pop Up - Spain
- 47. Why we have to get this right... Catholic Relief Services – when someone made a text donation during the Haiti earthquake aftermath they were given a chance to connect to a call centre. The organization believed that “calls could build a stronger bond with donors”. They are right – and we’ve shown you. Sprint Nextel shut the service down. Charities need to fight for the FCC to make sure that texts, like telephone calls, cannot be interrupted by phone companies. You can see why it’s important!
- 48. Sending a recorded message works too!
- 52. NEW YORK PUBLIC LIBRARY
- 53. “ When a man knows he is to be hanged in a fortnight, it concentrates his mind wonderfully” — Samuel Johnson Integrated campaign over 44 days, summer 2009
- 54. Advocacy Page
- 58. Creating an integrated schedule
- 59. What did we learn about making cross-channel work with New York Public Library? 1. Get buy-in at the senior level 2. Have departments work together (maybe for the first time) 3. Create an integrated team 4. Create an integrated goal (with different metrics of success for each department) 5. Create an integrated plan 6. Matrix reporting structure MAY make sense with individuals temporarily reporting cross-department I’m going to come back to this at the very end!
- 60. Online and Video
- 61. An acquisition test online: Banners and email rentals drove traffic to a landing page that asked people to watch a video and donate… Banner Email
- 62. Bannière Email page appel à don page vidéo
- 63. Online acquisition that works… our approach DM test: In the end, the dm appeal found 528 single gift donors, 29 monthly donors and invested 79,000 euros to find those donors. vs. Online test: In the end, the online appeal found 256 single gift donors and 62 monthly donors and invested only 4,100 Euros.
- 64. Online will be increasingly important for major gifts and legacy giving
- 65. Four Legacy Online Surveys Country Legacies revealed Legacy leads Canada 15 103 Canada 22 232 United States 52 164 Mexico 9 1,043
- 66. Do people make major gifts online? General - Major Donors General - Prospect Emergencies Special Event Website Grand Total 6 $ 51,303.68 5 $ 130.00 2,425 $ 394,985.27 38 $ 5,602.01 7,729 $ 412,635.22 10,204 $ 864,656.18
- 68. What’s your credit card limit?
- 76. One department’s recommendation: A new staff person is being put into the fundraising department who will coordinate ALL web related activities They will report to the Director of Advancement - Fundraising
- 77. Umm…. Oh-Oh!
Editor's Notes
- 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). 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
- WOM is seen as the most effective solicitation channel for Gen Y, X, and Boomers For Matures, direct mail is just as effective Younger generations are more open to other forms of solicitation: email (just as effective as dm with Y), social media, phone (though note that they are less likely to have a landline, and we heard in the focus group not as familiar with telemarketing) Mobile solicitation is still its infancy (more on this in a few minutes), but has more acceptance among younger audiences. All generations much more guarded with direct communications if no relationship in place, gets worse as gets older. Mass media the one accepted channel (74% appropriate). B ig theme heard in focus groups is Control -- skepticism about getting manipulated. Feel like traditional solicitation channels – phone and mail – are manipulative. They want to feel like they made the choice/they are in control. Giving after hearing a mass media story, and/or being solicited by a friend makes them feel like they made a choice. Prospecting direct mail more acceptable than email across generations by 2:1 (45% to 21%) (different than what we saw on previous slide), but donors described that responding is not always a “feel good” experience Q22 :Below are a variety of different ways that a charity may approach you and ask for a monetary donation. For each, please indicate how appropriate that approach is. Bold numbering in the table on the right indicates significance at the 95% confidence level
- Fundraising is profoundly multichannel
- By calling people we made a 20% goal difference.
- By calling people we made a 20% goal difference.
- Mark Highlight: Smooth Transition – we will facilitate the design and implementation of a plan for the amalgamation process. Strategic and Tactical development – during the overlap period, we will work with CCS to build KPIs/set strategy. We will take a multi-channel approach. We will focus on data and build a segmentation strategy – looking at how we will convert one time donors to multi donors; single/multi donors to monthly; reactivating lapsed, etc.