The document discusses 25 ways to kick start cross-channel fundraising. Some key points include:
- Cross-channel fundraising uses multiple channels like online, direct mail, phone to raise more money and build donor relationships.
- Different age groups prefer different channels, so an integrated approach is important.
- Testing showed coordinating direct mail and email increased donations. Using catalogs online and in direct mail also increased returns.
- Phone calls to thank and ask for referrals from online donors increased conversion rates.
Masterclass: 25 Ways To Kick Start Your Cross Channel Fundraising!hjc
This exciting session will explore the many innovative ways to attract and retain supporters exposing you to multi-channel fundraising – like you’ve never seen before. What are the different media channels available for fundraising? How hard is it?
In the ever changing demographics of our world, today’s fundraisers need to be on top-of-their-game and embrace new techniques to find supporters and keep the ones you have! We guarantee that you will have fun as you witness the endless ways others have jumped into the age of Google and started to combine direct mail, social network sites, personal pages, digital photos, blogs, video, twitter, widgets, audio podcasts and mobile phones to raise money and build relationships with their supporters.
This fast-paced session, with up-to-date examples from some of the most accomplished and many other exciting fundraising brands will help you master cross-channel fundraising!
In June 2016, the international HQ of a global NGO hired me to help develop a presentation about online fundraising for their board. There was no short term rush, but it foresaw that in a few years it might be at risk if its large institutional funders stopped or reduced their contribution. Online fundraising was seen an an option it needed to explore.
The preferred approach was to experiment with online fundraising models until it had the evidence and expertise to make a better judgement on how viable it was. These slides are the input to that presentation - not the presentation itself!
This was developed based on the input from individuals I contacted and from the ECF (eCampaigning Forum) community. This unbranded version of the slides also removes any reference to the commissioning organisation.
Masterclass: 25 Ways To Kick Start Your Cross Channel Fundraising!hjc
This exciting session will explore the many innovative ways to attract and retain supporters exposing you to multi-channel fundraising – like you’ve never seen before. What are the different media channels available for fundraising? How hard is it?
In the ever changing demographics of our world, today’s fundraisers need to be on top-of-their-game and embrace new techniques to find supporters and keep the ones you have! We guarantee that you will have fun as you witness the endless ways others have jumped into the age of Google and started to combine direct mail, social network sites, personal pages, digital photos, blogs, video, twitter, widgets, audio podcasts and mobile phones to raise money and build relationships with their supporters.
This fast-paced session, with up-to-date examples from some of the most accomplished and many other exciting fundraising brands will help you master cross-channel fundraising!
In June 2016, the international HQ of a global NGO hired me to help develop a presentation about online fundraising for their board. There was no short term rush, but it foresaw that in a few years it might be at risk if its large institutional funders stopped or reduced their contribution. Online fundraising was seen an an option it needed to explore.
The preferred approach was to experiment with online fundraising models until it had the evidence and expertise to make a better judgement on how viable it was. These slides are the input to that presentation - not the presentation itself!
This was developed based on the input from individuals I contacted and from the ECF (eCampaigning Forum) community. This unbranded version of the slides also removes any reference to the commissioning organisation.
Multi-Channel Madness! Same Donors. Different Strategies: Bridge Conference 2014Heather Marsh
How to manage multi-channel integration for non-profit organizations presented by Cathy Grams, The Wilderness Society, Heather Marsh, ABD Direct with data support from Andrew Griffen, Integral.
Understanding Donor Behavior: Insights from FirstGiving 2007 - 2010FirstGiving
The first comprehensive study of FirstGiving donors and fundraisers from 2007 through 2010. The presentation includes insights and trending about who gives to online fundraisers, the timing of donations throughout the year, which types of nonprofits receive the most donations, how much money FirstGivers raise, and the demographics of FirstGiving donors and fundraisers.
Donor voice open letter to uk fundraisersDonorVoice
An open letter to the UK Fundraising community arguing that the solution to the problems of angry and frustrated donors, negative press and stagnant growth is less about changing what you do but how you do it…
From helping citizens and volunteers rally within a community post-disaster, to creating a system for better transparency, collaboration, and communication within a community, our speakers told stories of how social media, mobile phones, websites, Front Porch Forum, and more helped their own communities become more engaged.
In this presentation, you will learn about the differences and similarities among Matures, Baby Boomers, Generation X and Y in their approaches to giving. You'll also hear how experts at Amnesty International USA and AARP/AARP Foundation are using age segmentation to achieve better fundraising and communications results.
In this webinar, you will learn about the differences and similarities among Matures, Baby Boomers, Generation X and Y in their approaches to giving. You'll also hear how experts at Amnesty International USA and AARP/AARP Foundation are using age segmentation to achieve better fundraising and communications results.
Multi-Channel Madness! Same Donors. Different Strategies: Bridge Conference 2014Heather Marsh
How to manage multi-channel integration for non-profit organizations presented by Cathy Grams, The Wilderness Society, Heather Marsh, ABD Direct with data support from Andrew Griffen, Integral.
Understanding Donor Behavior: Insights from FirstGiving 2007 - 2010FirstGiving
The first comprehensive study of FirstGiving donors and fundraisers from 2007 through 2010. The presentation includes insights and trending about who gives to online fundraisers, the timing of donations throughout the year, which types of nonprofits receive the most donations, how much money FirstGivers raise, and the demographics of FirstGiving donors and fundraisers.
Donor voice open letter to uk fundraisersDonorVoice
An open letter to the UK Fundraising community arguing that the solution to the problems of angry and frustrated donors, negative press and stagnant growth is less about changing what you do but how you do it…
From helping citizens and volunteers rally within a community post-disaster, to creating a system for better transparency, collaboration, and communication within a community, our speakers told stories of how social media, mobile phones, websites, Front Porch Forum, and more helped their own communities become more engaged.
In this presentation, you will learn about the differences and similarities among Matures, Baby Boomers, Generation X and Y in their approaches to giving. You'll also hear how experts at Amnesty International USA and AARP/AARP Foundation are using age segmentation to achieve better fundraising and communications results.
In this webinar, you will learn about the differences and similarities among Matures, Baby Boomers, Generation X and Y in their approaches to giving. You'll also hear how experts at Amnesty International USA and AARP/AARP Foundation are using age segmentation to achieve better fundraising and communications results.
Grow your email list of supporters – including donors, volunteers and others who will help your nonprofit?
· Mobilize an army of e-activists to win advocacy victories for your cause (while building your own army)?
· Drive a ton of “do-gooders” to your website? Or to vote for you in a contest? Right now?
The Integrated Campaign Approach: Tools to Increase the Effectiveness of your...Jann Schultz
Integrated Campaign Approach-presented at the Institute of Fundraising National Convention, London, July 2012. Subject Matter Experts Jann Schultz and Lois Ephraim look specifically at how Operation Smile has integrated direct mail with communication strategies like outbound telemarketing calls, email, voice broadcasts, donor tele-conferences and other touches to improve performance of the DM program.
Strategic Social Networking for Fundraising4Good.org
Learn how to improve the return on investment from your social media campaign after incorporating a complete communications plan.
Takeaways:
- Understand the background of social media in fundraising.
- Discover whether a strategic social media campaign is right for your organization.
- Answer the seven most important questions before starting your plan.
- Learn which initiatives to focus resources on as well as which to avoid.
- Find out whether email is still a viable communication and how to use it.
- Identify when is the time to upgrade to a new online platform.
Social Media Innovation in Friends Asking FriendsBlackbaud
Let’s face it. Fundraising is a lot easier when you have a little help from your friends. This session will reveal the latest tools and technology we’ve built into Friends Asking Friends to make it simpler and more effective than ever for your participants and supporters to raise money for your cause. We’ll also take a look at new research and statistics surrounding the impact of social media tools on peer-to-peer fundraising. You’ll leave this session with fresh ideas and actionable items to help your participants start raising more money on your behalf today.
Multichannel Fundraising Workshop - Care2, Big Duck, NWFCare2Team
With more communications channels out there, your supporters are getting bombarded with more messages from charities, companies, friends, and family members. So how can you make sure your organization stands out?
In this workshop, Farra Trompeter from Big Duck, Dane Grams from Care2, and Danielle Brigida from National Wildlife Federation, share ways you can build stronger campaigns through multichannel communications, leveraging online communities, embracing social media, and sharing some successful case studies.
Participants will take away:
*Ideas and lessons learned from nonprofit campaign case studies
*Tactics to build your list and use social media
*Ways to integrate best practices into your communications
*Tips to make your campaigns stronger
A presentation Chip Grizzard and I gave at the 2016 annual Missions Getaway conference. The topic of the presentation was reconnecting with donors and constituents and optimizing communications for effectiveness.
Donors are supporting nonprofits through multiple channels – mail, phone, email, website, events, social media, and more – but how do you create a truly integrated campaign? To be successful today, nonprofits must augment their offline programs with technology to connect with donors and prospects. These are slides from three experts who shared their successes for creative, effective integration at FundRaising Day NY on June 10, 2011.
Similar to 25 Ways to Kick Start your Cross-Channel Fundraising (20)
Giving Days & the Great Canadian Fundraising Landscape hjc
This week, hjc and Kimbia presents Giving Days & the Great Canadian Landscape webinar. Register for this webinar to learn:
- What is a Giving Day, and why your nonprofit should start now
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Whether you have a bit of experience or you're brand new to code, this webinar is right for you. Walk away with:
Valuable resources that will save you time during the holiday season
The ability to update your email design like a veteran developer
Tips on how to to update your HTML more efficiently
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SPEAKERS: Heather McLean, hjc, Brian Walsh, Oracle
Is your nonprofit struggling to get your donor to make a second gift? Has your nonprofit thought about integrating a multi-channel presence to reach your donors? You can’t ignore it: a one-channel touch point just isn’t cutting it anymore and donor communication preferences are becoming more complex and demanding. This exciting session will explore a new and innovative way of thinking when it comes to attracting, motivating, and retaining your donor base through different touchpoints. Using best practices and up-to-date case studies that introduce the new Oracle methodology, Heather McLean, Senior Fundraising Advisor of hjc, and Brian Walsh, CX Architect North American Applications of Oracle, will show you how your organization can tap into your donor base and build deeper relationships through a multi-channel presence.
Play it Again, Sam: Monthly Giving Programs for Sustaining Donations "As Time...hjc
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Speed Dating the Data Geeks: What you need to know about Nonprofit Analytic T...hjc
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With more nonprofits investing in advanced measurement technologies and analytics to drive their multi-channel fundraising programs, the need to understand what to measure, what to model and what to expect from an analytic partner is greater than ever. Join leaders from some of the nonprofit industry’s top analytic consulting firms for a candid panel discussion on how programs at every maturity level should approach analytics.
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Your work belongs to everybody now, and that's cool. Remember the good ol' days when you could pretty much hold your whole direct response program on a couple floppy disks and great big file cabinet -- and nobody commented on Facebook how much they hate your new logo? Well, that world is loooong gone and it's time to let go of all our outdated notions about controlling your message and your brand. In fact, letting go and watching how your supporters and volunteers and activists take your message, your work, and your brand out for a spin is totally awesome. In this session, we'll take a look at how the best and the bravest organizations have adapted their fundraising and engagement to this crazy new world and thrived (and how you can too)
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Do you know the Lifetime Value of your event participants? You should.
View this webinar to learn:
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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
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
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.
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
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
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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
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!
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
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!
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
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
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
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.