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Frdny multi channel madness

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Multi Channel Madness!
SPEAKERS
JOHN PERELL, DIRECTOR, DIRECT RESPONSE, SMITHSONIAN INSTITUTION
LARA KOCH, ASSOCIATE DIREC...

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USS SMISTHONIAN MRC-712
Multi-Channel Fundraising... the final frontier.
These are the voyages of the Friends of the Smith...

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• Founded in 1846, the
Smithsonian is the largest
museum and research
complex in the world
• 7 membership programs
• Frien...

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Frdny multi channel madness

  1. 1. Multi Channel Madness! SPEAKERS JOHN PERELL, DIRECTOR, DIRECT RESPONSE, SMITHSONIAN INSTITUTION LARA KOCH, ASSOCIATE DIRECTOR, DIGITAL PHILANTHROPY, SMITHSONIAN INSTITUTION STUART SCHEAR, VP FOR COMMUNICATIONS, AJWS MODERATOR LISA MASKA, CFRE PARTNER, LAUTMAN MASKA NEILL & COMPANY
  2. 2. USS SMISTHONIAN MRC-712 Multi-Channel Fundraising... the final frontier. These are the voyages of the Friends of the Smithsonian. It's continuing mission: to explore communication and revenue channels. To seek out new members and new donors. To boldly go where no cultural organization has gone before. Speaker Name, slide ##FRDNY @nycafp
  3. 3. • Founded in 1846, the Smithsonian is the largest museum and research complex in the world • 7 membership programs • Friends of the Smithsonian was founded in 1965 and is the largest Membership and Donor Program. #FRDNY @nycafp
  4. 4. Smithsonian Institution: Office of Advancement Individual Giving • Friends of the Smithsonian • Planned Giving • Regional/Major Gifts • Principal Giving • National Board • Women’s Committee #FRDNY @nycafp
  5. 5. Timeline Crisis to Strategic Plan: A Very Bumpy Ride! • 2001 – 2006: Growth Mode • 2007 – 2011: Recession/Post-Recession decline • 2012 – 2013: Program Assessment • 2014 – 2016: Program Repair • 2017 – 2021: 5 Year Plan (Growth and Optimization) #FRDNY @nycafp
  6. 6. FY12-FY17: Focus and Investment #FRDNY @nycafp
  7. 7. Online Revenue Trends #FRDNY @nycafp
  8. 8. Evolution of the program’s cadence •Online vs. Offline communications •Differences in messaging •Testing for optimization #FRDNY @nycafp
  9. 9. A Winning Combination: Integration sometimes means doing your own thing (with precise#FRDNY @nycafp
  10. 10. • DM Integration! • Appeals • Renewals • Upgrades • Event Invitations How We Work Together #FRDNY @nycafp
  11. 11. #FRDNY @nycafp
  12. 12. • Membership Stuff When We’re Apart (Membership) #FRDNY @nycafp
  13. 13. • Online E-Mail Acquisition • Online Prospect Management & Conversion • Fiscal Year End • Calendar Year End • Kickstarters • Giving Days When We’re Apart (Online) #FRDNY @nycafp
  14. 14. • Monthly eNews • “Research Roundups” • Leveraging existing content and assets • Translating print copy for online experiences • eCards! Online Cultivation #FRDNY @nycafp
  15. 15. • Focus on E-mail Acquisition • Giving Tuesday • Early December Cultivation • 6-8 Email Series total • Heavy Segmentation • Storytelling + Transactional • 2 Emails (or more!) on 12/31 Online Calendar Year-End #FRDNY @nycafp
  16. 16. The Next Frontier… • ? #FRDNY @nycafp
  17. 17. And now, a word from our sponsors… #FRDNY @NYCAFP
  18. 18. American Jewish World Service Working together to build a better world#FRDNY @nycafp
  19. 19. 1881: It began with a pushcart #FRDNY @nycafp
  20. 20. 1985: AJWS is born #FRDNY @nycafp
  21. 21. AJWS today #FRDNY @nycafp
  22. 22. Our Global Reach • 19 countries • Invest $28.5 MILLION • 450 AJWS grantees #FRDNY @nycafp
  23. 23. Jewish Inspiration, Global Impact #FRDNY @nycafp
  24. 24. Proof that change is possible #FRDNY @nycafp
  25. 25. Our Issues #FRDNY @nycafp
  26. 26. Issue #1 Sexual Health & Rights #FRDNY @nycafp
  27. 27. Issue #2 Civil & Political Rights #FRDNY @nycafp
  28. 28. Issue #3 Climate Justice #FRDNY @nycafp
  29. 29. Issue #4 Disasters #FRDNY @nycafp
  30. 30. Our Approach to Social Change #FRDNY @nycafp
  31. 31. Investing in Changemakers #FRDNY @nycafp
  32. 32. Research & Learning #FRDNY @nycafp
  33. 33. Advocacy and Strategic Communications #FRDNY @nycafp
  34. 34. Jewish Engagement #FRDNY @nycafp
  35. 35. AJWS Direct Response Program
  36. 36. Direct Response at AJWS • In the mail since 2008; online since 2004 • List size: ~45M mail (84 months); ~60M emails • Annual Revenue: $1.028 MM mail; $1.715 MM digital • Staff Size: • 3 in Development Office for mail • 5 in Communications for digital • Leadership from Development and Communications VPs • Editorial support from 2-3 additional Communications staff #FRDNY @nycafp
  37. 37. Mail Schedule • 12 Renewal and Special Campaigns • ~500M pieces to house file • 4 Prospecting Campaigns • ~235M pieces • Premium driven • Including Passover and High Holidays #FRDNY @nycafp
  38. 38. Digital Schedule • 9 Campaigns • Including monthly, Jewish Holidays, Giving Tuesday, Year- end, Mother’s Day • ~30 emails • Mostly solicitations, with some cultivations • ~2 MM emails sent • Homepage hero slides and lightboxes • Paid advertising #FRDNY @nycafp
  39. 39. Online and Offline Collaboration • Internal departmental coordination, content development, project management • External vendor integration • Integrated messaging and creative #FRDNY @nycafp
  40. 40. YEAR-END 2016 Multi-Channel Campaign Case Study
  41. 41. • Campaign Ran from 10/14/16 – 1/4/17 • 3 Mail Campaigns: • Full-color year-end report on programs around the world • “Hand-written” note card from CEO • Smaller executive-sized “From the desk of CEO…” package • 4 Distinct Digital Campaigns (Giving Tuesday, Chanukkah, Year-End, Last Day 12/31): • Emails: 10 fund-raising, 5 cultivation, 1 action • 4 lightboxes • Homepage hero slides • Website marketing • Facebook and Google advertising • NPR ad buys Summary #FRDNY @nycafp
  42. 42. Schedule Appeal Schedule Date Description YE1 10/14 full-color program report Action 11/17 Stop Steve Bannon statement and meme YE2 + Deep Lapsed 11/22 Robert “hand-written” card Thanksgiving Cultivation 11/23 “Thank You” Word Cloud 1A - Giving Tuesday 11/29 Giving Tuesday 3:1 Match 1B - Giving Tuesday 11/29 Giving Tuesday 3:1 Match 1C - Giving Tuesday Update 11/30 Giving Tuesday (donor/non-donor versions) Cultivation 12/1 World AIDS Day 2 12/6 climate justice (Guatemala) 3 12/15 child marriage/economic empowerment (India) YE3 12/16 Robert executive package “From the desk of” Chanukkah Cultivation 12/18 Chag v’Chesed publication Cultivation 12/20 create Word Cloud “My Hope for 2017” Cultivation 12/22 From CEO: People who inspired me 4A 12/24 Chanukkah 4B 12/29 FW: Chanukah, few days left in 2016 5A 12/30 Last chance before Shabbat 5B 12/31 FW: New Year's Eve - hour after sunset 5C 12/31 FW: New Year's Eve - evening New Year Cultivation 1/4 share Word Cloud Emails Mail #FRDNY @nycafp
  43. 43. Creative Mail: End of Year #1 #FRDNY @nycafp
  44. 44. Digital: Giving Tuesday Creative #FRDNY @nycafp
  45. 45. Mail: End of Year #2 Creative #FRDNY @nycafp
  46. 46. Digital: End of Year Creative #FRDNY @nycafp
  47. 47. Mail: End of Year #3 Creative #FRDNY @nycafp
  48. 48. Digital: 12/31 Creative #FRDNY @nycafp
  49. 49. Digital: Chanukah Creative #FRDNY @nycafp
  50. 50. Digital: Word Cloud Cultivation Creative #FRDNY @nycafp
  51. 51. Tying the Channels Together Messaging: “Together, we are combatting xenophobic rhetoric globally and domestically during the election.” “Your support connects diverse people and celebrates our differences, which is what our world needs now more than ever.” “We are building the world we want to live in now and for our children in the future.” “As Jews, we have our own responsibility to build the world we want to live in.” “We honor our shared Jewish commitment to social justice as being a uniquely Jewish value.” “It’s our responsibility as Jews to repair the world – tikkun olam.” #FRDNY @nycafp
  52. 52. Content • Stories from the field: climate justice (Guatemala) and child marriage/women’s economic empowerment (India) • Matching Gift offer: 3:1 for Giving Tuesday • Chanukkah: “bringing light to the world” • Leadership: centering Robert Bank’s unique voice, background and experience, as new President and CEO #FRDNY @nycafp
  53. 53. Performance – Digital Digital Start Date Total Revenue Total Gifts AVG # of Fundraising Messages Total E-mails Sent Open Rate CTR E-mail Revenue E-mail Gifts Average Donation Rate Unsubscribe Rate 11/23 $1,313,481 4,865 $270 10 588,381 18.27% 0.52% $292,988 1,701 $172 0.29% 0.13% *not including $6,249 raised from Word Cloud cultivation from 34 donors #FRDNY @nycafp
  54. 54. Highlights – Digital • Raised over $1 million from more than 3,000 donors from website, advertising and social media only • Lightbox + Homepage Hero Slides = 35% of total year-end digital revenue • Giving Tuesday email revenue = 66% of all year-end email revenue • 12/31 revenue = ~20% of all year-end digital revenue #FRDNY @nycafp
  55. 55. Performance – Mail Appeal # Mailed # Gifts RR Gross Inc AVG Cost/M Total Cost Net Inc CTRD Net/Dnr YE #1 - Program Report (actives) 10/20/16 28,628 753 2.63 % $111,626 $148.24 $592 $16,957 $94,670 $0.15 $125.72 YE #2 – “Hand-written” Card (actives) 11/22/16 28,223 1,188 4.21 % $174,152 $146.59 $856 $24,159 $149,979 $0.14 $126.25 YE #3 - Executive Package (actives) 12/16/16 25,444 614 2.41 % $94,095 $153.25 $726 $18,461 $75,634 $0.20 $123.18 #FRDNY @nycafp
  56. 56. Highlights – Mail • Combined revenue ~$400,000 • Very High AVG = $148.68 • RR = 3.1% • CTRD between 14 and 20 cents *Metrics for active 24 month donors #FRDNY @nycafp
  57. 57. Looking Ahead #FRDNY @nycafp
  58. 58. Thank you #FRDNY @nycafp
  59. 59. Questions? THANK YOU #FRDNY @NYCAFP

Editor's Notes

  • 7 programs - $26million in revenue

    19 museums and galleries, the National Zoological Park and nine research facilities.

    The Smithsonian was established with funds from James Smithson, a British scientist who left his estate to the United States to found “at Washington, under the name of the Smithsonian, an establishment for the increase and diffusion of knowledge.”

    Smithson, the child of a wealthy Englishman, had traveled much during his life, but had never once set foot on American soil.

    Why, then, would he decide to give the entirety of his sizable estate—which totaled half a million dollars, or 1/66 of the United States’ entire federal budget at the time—to a country that was foreign to him?
    Some speculate it was because he was denied his father’s legacy.
    Others argue that he was inspired by the United States’ experiment with democracy.
  • Cradle to Grave (and then some)

    Offline
    Direct Mail, Telemarketing, Cultivation, Benefits, Events
    Online
    Email Integration, Digital Marketing, Stand-Alone Campaigns
    Mid-Level
    Levels
    Castle Circle ($1,000)
    James Smithson Society ($2,500 - $29,999)
    Renewals, Events, Stewardship and Cultivation
  • Diversification of File
    Stabilize Membership File
    Grow Donor Non-Member Group
    Strategic emphasis
    Mid-Level Giving ($1,000 - $25,999)
    Digital Marketing
    Establishment of 5 year Strategic Plan (FY17 – FY21)
  • Revenue Growth
    Revenue Shift
    Opportunities Abound
  • Online vs. Offline communications
    Differences in messaging
  • Integration sometimes means doing your own thing

    When to integrate

    Stand Alone Campaigns
  • Social Media
    Digital Advertising with PIXELING AND RETARGETING
    MATCHING GIFTS
    Robust sustainer program
    Modernizing “Membership”
    Bringing online to the forefront at Smithsonian
    Collecting data from our on-site visitors
    ???
    ??
  • Notes:
    AJWS may want to also mention want to mention schedule for social and advertising

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