Une approche a 360°pour comprendre comment
 la strategie online peut renforcer l’esemble de
            votre strategie fu...
Camembert de la collecte de fonds en France




                                              2
               Proprietary...
Un nombre d’utilisateurs importants…


• 29 millions d’internautes dont 90 % connectés
  en haut débit.
• 49% se connecten...
Une part relativement mineure mais…




                   Nature                                   Montant Collecté      ...
… un don moyen 3 fois plus important…




US


                                                                 2 fois plu...
What are we going to talk about in our
  integration session?

   A definition

   The reasons to integrate

   Proving th...
Integration Defined


Definition - Integrate:

Make into a whole, complete


 Bring together (parts) into a whole.



...
Why Integrate?

•   We make more money

•   We have better relationships e.g. better LTV

•   We have more active donors e...
Online connects to all fundraising




                                              9
               Proprietary and Conf...
Area of potential integration #1: direct
   mail and the online enviroment




                                           ...
Direct Mail integration (coordinating messaging)



Amnesty’s direct mail renewal package maintains the same look…




   ...
Direct Mail integration (with landing page)

…and feel as the online landing page to renew a donor…




                  ...
Direct Mail integration (with giving form)

…and is shared with the online giving form




                               ...
Direct Mail integration (with email)




                                            14
             Proprietary and Confi...
Direct Mail integration (with email)




                                            15
             Proprietary and Confi...
Results


• Approximately .1 - .3% conversion per
  mailing with the majority of donors
  choosing monthly giving over sin...
Direct Mail Integration Tips
• Is your organization’s email address clear and easy
  for donors to find? Is it part of the...
Direct Mail Integration Tips
• Does the monthly giving section include an online
  option? For example, if you would like ...
Direct Mail Integration Tips

• Introduce new campaign through direct mail
  packages and tell your donors to find out
  m...
Area of potential integration #2:
Integrating the phone and online




                                          20
      ...
Integration with Telemarketing


•   Called online non-donors who had
    taken one action online in March 2005

•   Total...
The phone…




                               22
Proprietary and Confidential
The phone…

• Four test streams…
1. Three email only solicitations streams
   (different content)
2. Web donors who’ll rec...
Results …

•   Results were good, 13% conversion rate for web to
    phone vs. .2% for web to email and 7% to phone to
   ...
Results …


•   So we know that flash philanthropy and warm online
    activists can be effectively reached through the
  ...
Results …


•   So we know that flash philanthropy and warm online
    activists can be effectively reached through the
  ...
Quick Wins: How do we convert our phone
            vendors to integrated fundraising?



•   Real time processing. Your p...
How do we convert our phone vendors to
                integrated fundraising?



•   Test an electronic pledge fulfillmen...
How do we convert our phone vendors to
                 integrated fundraising?



•   Be prepared to ask for an email in ...
Less than Quick Wins: How do we convert our
         phone vendors to integrated fundraising?



•   Test a video/interact...
Less than Quick Wins: How do we convert our
         phone vendors to integrated fundraising?



•   Give monthly donors o...
32
Proprietary and Confidential
Does video work embedded in an email or as a
                         link?



•   The jury is still out
•   Our experienc...
Area of integration potential #2: The TV
  (DRTV) and the online environment




                                         ...
Three areas for TV and online:
a) Driving DRTV/monthly donors online to make their gift –
        SOS Children’s Villages ...
SOS Children’s Charity: DRTV to the Web




                                             36
              Proprietary and ...
TV to drive people online




                                       37
        Proprietary and Confidential
TV to drive people online




                                       38
        Proprietary and Confidential
TV to drive people online




                                       39
        Proprietary and Confidential
Telemarketing – Tribute to
        Heroes




                                       40
        Proprietary and Confidential
Results
• United Way of Toronto staff answered calls while online
• Processed the gifts instantly with automated e-
  comm...
What are the challenges of TV and online:

1. do you lower overall results if you’d make
them ‘pick up the phone now!’?

2...
If New Media Fundraising has to help all areas of
      fundraising, then why not legacies…

     So.. what about bequest ...
44
Proprietary and Confidential
An integrated e-philanthropy acquisition
              campaign…




                                             45
     ...
Integrated giving form




                                     46
      Proprietary and Confidential
Viral element - ecard




                                     47
      Proprietary and Confidential
Google keyword ad




                                   48
    Proprietary and Confidential
Yahoo keyword ad




                                   49
    Proprietary and Confidential
Chatelaine.com




                                  50
   Proprietary and Confidential
Care 2



Dear Friend,

I know you lead a busy life so I’ll make this very brief.

Most likely, your holiday season will b...
CKCU Radio Station Appeal
         button




                                       52
        Proprietary and Confidential
The top five results online…

1)keywords #4
2)banners on well known sites - Chatelaine
3)banners on CHF web
4)email Sweets...
They spent $20,000 and found 597 donors who
         gave $39,765 for a 2:1 ROI.
     82% of the donors were new donors!

...
The radio and online….




Oxfam Canada’s www.oxfamunrapped.ca




                                               55
     ...
56
Proprietary and Confidential
Face to Face




                                57
 Proprietary and Confidential
Direct Dialog integration




                                       58
        Proprietary and Confidential
Integration of offline/online/corporate support




                                                  59
                 ...
Integration




                               60
Proprietary and Confidential
Example of a Workplace Giving Page




                                           61
            Proprietary and Confidential
Example of a Workplace Giving Page




                                           62
            Proprietary and Confidential
Example of a Workplace Giving Page




                                           63
            Proprietary and Confidential
Example of a Workplace Giving Page




                                           64
            Proprietary and Confidential
Example of a Workplace Giving Page




                                           65
            Proprietary and Confidential
Other areas of integration…




• Text and voice

• Communications/PR and Online




                                     ...
MSF Austria




                                                     50% converted
                                       ...
MSF Austria




                                                               50% converted
                             ...
69
Proprietary and Confidential
If integration works why aren’t we doing it?




• What are the barriers to making an
  integrated new and old fundraising...
If integration works why aren’t we doing it?




• What are the barriers to making an
  integrated new and old fundraising...
So…


•   Integration of video, online, and the phone are vital
    for future relationship building and fundraising
•   M...
Integrated testing: KISS

Action             Timeline        Group A (50%)                   Group B (50%)
#1             ...
Putting and integrated plan together: UJA NY




                                                     74
                 ...
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Une approche à 360° pour comprendre comment la stratégie online

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Les outils, stratégies et autres techniques e-marketing peuvent aider toutes les sphères de votre stratégie de collecte : de votre campagne annuelle, à votre “capital campaign”, ou encore à votre stratégie Grands Donateurs. Cette session est destinée aux personnes responsables de la mise en place des stratégies fundraising en ligne. A la fin de la session, les participants sauront comment intégrer le don en ligne à chaque pierre de leur stratégie fundraising : des cas pratiques généraux aux pièges à éviter dans le rapport offline/online, quels sont les outils qui peuvent aider une organisation à conduire, soutenir TOUT type de fundraising en ligne ?

Published in: Economy & Finance, Business

Une approche à 360° pour comprendre comment la stratégie online

  1. 1. Une approche a 360°pour comprendre comment la strategie online peut renforcer l’esemble de votre strategie fundraising 1 Proprietary and Confidential
  2. 2. Camembert de la collecte de fonds en France 2 Proprietary and Confidential
  3. 3. Un nombre d’utilisateurs importants… • 29 millions d’internautes dont 90 % connectés en haut débit. • 49% se connectent tous les jours. (France, 3ème pays Européen) • 25 % des internautes interrogés déclarent avoir visité au moins un blog dans le mois en cours et plus de 18% en ont déjà publiés un. (France, 1er pays au monde) • 11 % des internautes utilisent des flux RSS et 14% utilisent des podcast. Ipsos-Media, septembre 2006 Journal du Net, december 2006 Médiamétrie // NetRatings 2007 3 Proprietary and Confidential Médiamétrie -eStat - CybereStat 2007
  4. 4. Une part relativement mineure mais… Nature Montant Collecté Pourcentage Chèque et Autres 281 043 857 ! 82% Prélèvement Automatique 57 484 093 ! 17% Don en ligne 3 299 073 ! 1% TOTAL 341 827 023 ! 100% Source : Unogep - Baromètre de la Générosité 2006 - 23 associations membres 4 Proprietary and Confidential
  5. 5. … un don moyen 3 fois plus important… US 2 fois plus!! Online donors Offline donors FR Charities 110,00 ! 40,00 ! ePhilanthropy.org 3 fois plus !! UNOGEP 2006 5 Proprietary and Confidential
  6. 6. What are we going to talk about in our integration session? A definition The reasons to integrate Proving through case studies whether it’s worth integrating old and new media fundraising 6 Proprietary and Confidential
  7. 7. Integration Defined Definition - Integrate: Make into a whole, complete  Bring together (parts) into a whole.  7 Proprietary and Confidential
  8. 8. Why Integrate? • We make more money • We have better relationships e.g. better LTV • We have more active donors e.g. improved response rates • We often call these effects ‘the Halo effect’ • A planned marketing mix is more effective than a random selection of distribution channels ] • What else? 8 Proprietary and Confidential
  9. 9. Online connects to all fundraising 9 Proprietary and Confidential
  10. 10. Area of potential integration #1: direct mail and the online enviroment 10 Proprietary and Confidential
  11. 11. Direct Mail integration (coordinating messaging) Amnesty’s direct mail renewal package maintains the same look… 11 Proprietary and Confidential
  12. 12. Direct Mail integration (with landing page) …and feel as the online landing page to renew a donor… 12 Proprietary and Confidential
  13. 13. Direct Mail integration (with giving form) …and is shared with the online giving form 13 Proprietary and Confidential
  14. 14. Direct Mail integration (with email) 14 Proprietary and Confidential
  15. 15. Direct Mail integration (with email) 15 Proprietary and Confidential
  16. 16. Results • Approximately .1 - .3% conversion per mailing with the majority of donors choosing monthly giving over single gift giving • Increasingly in every mailing • Approximately 50% increase in online gift compared to dm offline gift amount 16 Proprietary and Confidential
  17. 17. Direct Mail Integration Tips • Is your organization’s email address clear and easy for donors to find? Is it part of their address section on the reply coupons so they will automate think of filling it out? • Is your URL clear and easy to read on all direct mail pieces? • Under your contact information, does your direct mail have a section for more information? • Does it mention your website or a email address donors could use to ask their question? • Where are your URL & email coordinates located? Are they on the letter, reply coupon and outer envelope? 17 Proprietary and Confidential
  18. 18. Direct Mail Integration Tips • Does the monthly giving section include an online option? For example, if you would like to sign-up as a monthly giving partner, please visit our website at www.yourorg.org • In your direct mail packages, do you ask donors if they would like to receive correspondence via email? • Use drip marketing with each package. Ask your direct mail donors a question to gather a portfolio regarding their giving preferences, giving online, how they would like to receive correspondence, etc.? • Ask your direct mail donors if they would like to receive an e-newsletter? 18 Proprietary and Confidential
  19. 19. Direct Mail Integration Tips • Introduce new campaign through direct mail packages and tell your donors to find out more information, visit the website at the link location. • Ask your direct mail donors to fill out a supporter survey online at the link location 19 Proprietary and Confidential
  20. 20. Area of potential integration #2: Integrating the phone and online 20 Proprietary and Confidential
  21. 21. Integration with Telemarketing • Called online non-donors who had taken one action online in March 2005 • Total phone match: Approx. 20,000 • Results: – Online activist pledge rate: 21% – Online activist average pledge: $27.38 – Now… has anyone got warm email lists?! 21 Proprietary and Confidential
  22. 22. The phone… 22 Proprietary and Confidential
  23. 23. The phone… • Four test streams… 1. Three email only solicitations streams (different content) 2. Web donors who’ll receive phone call 3. Phone donors who gave over phone will receive conversion call How did the single gift online donors convert to monthly giving? 23 Proprietary and Confidential
  24. 24. Results … • Results were good, 13% conversion rate for web to phone vs. .2% for web to email and 7% to phone to phone • 70% of donors are monthlies, the rest are single gift • $11 per month average • $53 single gift average • An immediate 2:1 ROI and an LTV profit of over $1 million dollars! • These donors are NOT on the Oxfam data base and are new, first time donors 24 Proprietary and Confidential
  25. 25. Results … • So we know that flash philanthropy and warm online activists can be effectively reached through the phone • It builds trust so it can convert activists to donors • And it can convert online OTG donors to monthly donors 25 Proprietary and Confidential
  26. 26. Results … • So we know that flash philanthropy and warm online activists can be effectively reached through the phone • It builds trust so it can convert activists to donors • And it can convert online OTG donors to monthly donors 26 Proprietary and Confidential
  27. 27. Quick Wins: How do we convert our phone vendors to integrated fundraising? • Real time processing. Your phone vendor can process single gifts in real time through its window/web environment. Their callers can process credit card gifts immediately. • E-tax receipting. Donors expect to receive an e-tax receipt if they want one. This depends on the country. If it makes sense, have callers send an e-tax receipt for single gifts immediately after having the gift confirmed as processed. 27 Proprietary and Confidential
  28. 28. How do we convert our phone vendors to integrated fundraising? • Test an electronic pledge fulfillment package. Your vendor, will your help, will send a paper based pledge fulfillment package to those who pledge, but don’t consummate the gift on the phone. You would then work with your phone vendor to create the electronic equivalent of the pledge fulfillment package and then test it against a control cell of paper pledge fulfillment recipients. 28 Proprietary and Confidential
  29. 29. How do we convert our phone vendors to integrated fundraising? • Be prepared to ask for an email in the script and be prepared to do something with it. Your organization should ask for an email in the calling script, but be prepared to have regular email communication and solicitations during the year. 29 Proprietary and Confidential
  30. 30. Less than Quick Wins: How do we convert our phone vendors to integrated fundraising? • Test a video/interactive piece as part of the either the thank you follow up or pledge fulfillment piece. If your organization has powerful images, interactive content, or video content that could be sent via email and the web to donors or pledgers, then you may inspire second gifts from receipted online donors and fulfilled pledges from pledgers. 30 Proprietary and Confidential
  31. 31. Less than Quick Wins: How do we convert our phone vendors to integrated fundraising? • Give monthly donors over the phone a special online area. You might want to create a special monthly giving only area online. That area may need a password. The content would be about their monthly gift and what they accomplished. In the future, that password area could be improved to be something that’s highly personal e.g. review of giving history, personalization of content to the monthly donor’s tastes. 31 Proprietary and Confidential
  32. 32. 32 Proprietary and Confidential
  33. 33. Does video work embedded in an email or as a link? • The jury is still out • Our experience shows (in a test on a database of 800,000 online activists in the US) that the link was more effective in the net return • But we’ve got a long way to test this… 33 Proprietary and Confidential
  34. 34. Area of integration potential #2: The TV (DRTV) and the online environment 34 Proprietary and Confidential
  35. 35. Three areas for TV and online: a) Driving DRTV/monthly donors online to make their gift – SOS Children’s Villages Canada and Finland b) Driving interested citizens to view the end of a video/learn more/perhaps give – Greenpeace Latin America and CANFAR c) Driving interested citizens to follow a celebrity to learn more on an issue and then discover a low brand awareness organization – CHF Partners 35 Proprietary and Confidential
  36. 36. SOS Children’s Charity: DRTV to the Web 36 Proprietary and Confidential
  37. 37. TV to drive people online 37 Proprietary and Confidential
  38. 38. TV to drive people online 38 Proprietary and Confidential
  39. 39. TV to drive people online 39 Proprietary and Confidential
  40. 40. Telemarketing – Tribute to Heroes 40 Proprietary and Confidential
  41. 41. Results • United Way of Toronto staff answered calls while online • Processed the gifts instantly with automated e- commerce tool • Staff asked donors if they would like to get an automatic tax receipt • United Way of Toronto processed over 6,000 gifts online (with an average gift of $81, via the telephone) • sent almost 5,000 electronic tax receipts back to the 5,000 individuals who not only gave a gift over the phone but also gave their email address 41 Proprietary and Confidential
  42. 42. What are the challenges of TV and online: 1. do you lower overall results if you’d make them ‘pick up the phone now!’? 2. you have to track activities like click throughs and have a unique giving form to judge effectiveness 3. Similarly, tracking of activity must be done 42 Proprietary and Confidential
  43. 43. If New Media Fundraising has to help all areas of fundraising, then why not legacies… So.. what about bequest video online? 43 Proprietary and Confidential
  44. 44. 44 Proprietary and Confidential
  45. 45. An integrated e-philanthropy acquisition campaign… 45 Proprietary and Confidential
  46. 46. Integrated giving form 46 Proprietary and Confidential
  47. 47. Viral element - ecard 47 Proprietary and Confidential
  48. 48. Google keyword ad 48 Proprietary and Confidential
  49. 49. Yahoo keyword ad 49 Proprietary and Confidential
  50. 50. Chatelaine.com 50 Proprietary and Confidential
  51. 51. Care 2 Dear Friend, I know you lead a busy life so I’ll make this very brief. Most likely, your holiday season will be a time of plenty. But for some many people around the world – this holiday will be a struggle to survive. With your help today, we can make their lives better by giving them a donkey. You heard me correctly – a donkey! Let me explain. Zahra is a hard working mother who lives in the Bati district of Ethiopia — an area of the country that, for decades, has struggled with recurring drought and famine. Once a week, to make ends meet, she walks to market with a couple of her hand-made pieces to sell. Unfortunately… 51 Proprietary and Confidential
  52. 52. CKCU Radio Station Appeal button 52 Proprietary and Confidential
  53. 53. The top five results online… 1)keywords #4 2)banners on well known sites - Chatelaine 3)banners on CHF web 4)email Sweetspot #3 5)email Care2 6)email current online donors 7)direct mail letter to all current donors 8)print ad in the National Post 9)bookmarks all public libraries - Ottawa 10)media release #1 11)interview CBC radio 12)interview CTV local news #2 #5 13)radio ad CKCU 14)promotion through our Global Ed program 15)peer-to-peer emails 53 Proprietary and Confidential
  54. 54. They spent $20,000 and found 597 donors who gave $39,765 for a 2:1 ROI. 82% of the donors were new donors! The CHF example reminds me that PR support is vital for integrated campaigns… especially online… 54 Proprietary and Confidential
  55. 55. The radio and online…. Oxfam Canada’s www.oxfamunrapped.ca 55 Proprietary and Confidential
  56. 56. 56 Proprietary and Confidential
  57. 57. Face to Face 57 Proprietary and Confidential
  58. 58. Direct Dialog integration 58 Proprietary and Confidential
  59. 59. Integration of offline/online/corporate support 59 Proprietary and Confidential
  60. 60. Integration 60 Proprietary and Confidential
  61. 61. Example of a Workplace Giving Page 61 Proprietary and Confidential
  62. 62. Example of a Workplace Giving Page 62 Proprietary and Confidential
  63. 63. Example of a Workplace Giving Page 63 Proprietary and Confidential
  64. 64. Example of a Workplace Giving Page 64 Proprietary and Confidential
  65. 65. Example of a Workplace Giving Page 65 Proprietary and Confidential
  66. 66. Other areas of integration… • Text and voice • Communications/PR and Online 66 Proprietary and Confidential
  67. 67. MSF Austria 50% converted to monthly 5% of total giving donations to MSF Austria MSF Austria tsunami 67 Proprietary and Confidential
  68. 68. MSF Austria 50% converted to monthly 50% converted giving it Would 282,000 Euros to monthly 60% said YES work in the in single gifts giving US? 68 Proprietary and Confidential
  69. 69. 69 Proprietary and Confidential
  70. 70. If integration works why aren’t we doing it? • What are the barriers to making an integrated new and old fundraising schedule? • If you’ve got one – how did you do it!? 70 Proprietary and Confidential
  71. 71. If integration works why aren’t we doing it? • What are the barriers to making an integrated new and old fundraising schedule? • If you’ve got one – how did you do it!? 71 Proprietary and Confidential
  72. 72. So… • Integration of video, online, and the phone are vital for future relationship building and fundraising • Make a plan • Choose combinations • Test • Improve • Take risk • Try new things • Let’s put a few combinations together… 72 Proprietary and Confidential
  73. 73. Integrated testing: KISS Action Timeline Group A (50%) Group B (50%) #1 1 week after Email primer, we are Brief thank you pho ne call Recognition gift purchase sending you something in or BVM. the mail. Brief thank you letter in the mail. #2 4 Weeks after Email Confirmation. Opt in Email Confirmation. Opt in Follow Up gift purchase to e -communications. to e-communications. Email Your gift has arrived, how Your gift has arrived, how your gift has made a your gift has made a difference. difference. Would you like to be Would you like to be updated on your gift and updated on your gift and our other projects? Sign up our other projects? Sign up for en ewsletter. for enewsletter. #3 Send E - Ongoing, The donor then gets put The donor then gets put newsletters, once a month. into the regular stream of into the regular stream of eappeals, e-communications for six e-communications for six petition s, etc. months. Including gift months. Including gift updates targeted to gift updates targeted to gift type purchased. type purchased. #4 Annual Mid -November, each Mid -November, each Oxfam person who bought a gift is person who bought a gift is Unwrapped challenged to Tell (x#) of challenged to Tell (x#) of Tell-a-Friend Friends. Perhaps make it a Friends. Perhaps make it a campaign contest, the person who contest, the person who tells the most friend s who tells the most friends who 73 refer back to them wins a refer back to them wins a Proprietary and Confidential ________. ________.
  74. 74. Putting and integrated plan together: UJA NY 74 Proprietary and Confidential

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