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UNCOVERING INTEGRATED
FUNDRAISING BEST PRACTICES –
FOR HEALTH-RELATED
ORGANIZATIONS IN CANADA
Presented by:
Who Am I?




Michael Johnston
President and Founder, hjc
Take our survey at the end of
        the session!
 At the end of the session, we’ll ask you to go online and fill out
 our integration survey. We’ll select 2 WINNERS to receive
 complimentary 1-hour Canadian health-related organization
 integrated fundraising consulting session

http://www.surveymonkey.com/s/WQJMGCB
The current reality – what you
told us
• Over 30 organizations answered the
  questionnaire
• Here’s what you’ve told us – and your
  peers
Online – it’s still early days
           What best describes the ratio of individual donations your
                 organization receives online versus offline?

                                      7%
                                                 14%
                                 3%



I don't know               14%                         7%

0% online / 100% offline
5% online / 95% offline
10% online / 90% offline
15% online / 85% offline
20% online / 80% offline



                                           55%
You are slightly higher than other
     verticals
               What is the average size of indiviudal donation to your
                                   organization?


                                      11%
                                                             Is this a middle
                                 4%                26%
                                                             donor gift
$10-$49                                                      opportunity?
                           11%
$50-$99
$100-$149
                                                             QUESTION ONE:
$200-$249
                                                             How many of you
$250 or more
                                                             have a middle
                                                             donor program?
                                            48%
Finalfinal blackbaud and hjc session may 31 2012 mwj
Finalfinal blackbaud and hjc session may 31 2012 mwj
A hospital’s mid-level donor file four years
after beginning . . .


Number of active donors increased:        58%

Number of annual gifts increased:         66%

Average gift increased:                   27%

Revenue per donor increased:              34%

Revenue increased:                       111%
Two surprises...
                    Through which of the following sources does your
                   organization receive donations? Select all that apply.
100%

90%
                                     ?
80%

70%
                                                                            ?
60%

50%

40%

30%

20%

10%

 0%
       Recurring monthly giving   Planned giving   Special events   Peer-to-peer fundraising   Annual/regular giving
                                                                                                   campaigns
Maximizing peer 2 peer

• third party event portals
• memorial/tribute/honour giving
• virtual galas to compliment real galas
Too manual
Leveraging online
Going even farther
Peer to Peer and Memorial Giving
Peer to Peer and Memorial Giving
Stand Alone Online Campaigns
You are lower than other verticals
         What is closest to the average size of your recurring monthly
                                     gifts?

                                         4%   8%
                             11%                   4%

I don't know
Less than $10
$10                                                                $10
                       15%
$15
                                                        31%
$20
$25
$35 or more
                                                              Question 2: How
                                   27%
                                                              many of you use the
                                                              phone to upgrade
                                                              your monthly donors?
You are lower than some other
verticals
               Approximately what percent of your annual fundraisinig
                   revenue comes from recurring monthly giving?

                                       4%

                                                19%




                           31%
I don't know
0%-5%
6%-10%
31% or more




                                               46%
Create a visual monthly giving
program brand and use it
consistently
 • Make it mission and brand related – not
   generic monthly giving
5/31/2012   proprietary and confidential
Create some benefits and
exclusivity around being a
monthly donor
You are ‘punching under weight’
               Approximately what percent of your annual fundraisinig
                        revenue comes from planned gifts?

                                             4%

                                 14%              23%

I don't know
0%-5%
6%-10%
11%-20%                    18%
21%-30%
31% or more                                             23%



                                       18%
Turbo Charging your planned gifts with an integrated
  approach...

The cultivation survey:
• Sent to 57,400 donors
• 3 key segments: Monthly, Active & Lapsed
• 5,530 responses (response rate of 11%)
• Raised $17,574 – a bonus!
• Reactivated 30 donors
• Found 85 expectances and 292 legacy leads
• 143 middle and major donor leads!
• Key: shared budgeting!
Get information for many departments…
The goals of the survey

1. Collect personal preferences of donors for targeted
   marketing appeals
2. Collect demographic data for marketing purposes –
   and connect it automatically to the database!
3. Build a deeper relationship with donors – give them a
   platform to be heard
4. Uncover leads for other forms of giving – including
   legacies, middle gifts, and major donor gifts
Events are important – but how can
you do them more effectively?
          What percentage of your annual fundraising is done through
                                   events?

                                      7%   10%



                          17%
 I don't know
 0-19%
 20-39%
                                                   31%
 40-59%
 60% or more



                                35%
Finalfinal blackbaud and hjc session may 31 2012 mwj
29
Proprietary and Confidential
1. Average raised per committee
   member: $17,129.83
2. Top 3 committee fundraisers raised
   $189,252




                                                      30
                       Proprietary and Confidential
You are a very traditional channel
vertical
               Which channel is most important to your annual/regular
                                  giving program?

                                                4%
                                           4%
                                      3%

                                 7%
Direct Mail
Face-to-face
Phone                      11%

Radiothon
Online
Events
                                                     71%
HOLIDAY 2011 CAMPAIGN

The campaign featured a landing page, which displayed
“messages of hope”, left by constituents when they
were making donations.

They wanted to better combine traditional direct mail
with online to improve results.
Finalfinal blackbaud and hjc session may 31 2012 mwj
HOLIDAY 2011 CAMPAIGN – MORE
   ONLINE IN SUPPORT OF DIRECT
   MAIL
The campaign was active for about three
weeks, ending on December 31, 2011.

It included:
1. Google AdWords Search Network (Paid Account)
2. Google AdWords Display Network
3. Google AdWords Search Network (Google Grant
    Account)
4. Email – 4 waves
eCard


DM engagement device
RESULTS AND LEARNINGS
Overall Revenue: 1,272 gifts, $275,003, $216.20
average gift

1. Big Breakthrough #1: Google Search, Adwords -
   $2,500 spent with a return of $58,000.
2. Big Breakthrough #2: Integration across channels
   worked
3. Big Breakthrough #3: More emails, with
   personalization and e-cards, led to more money
   online
4. 60% increase in revenue from the year before by
   combining direct mail and online – with the data
   used from RE
You see a changing future...
          Which channel do you think will be most important to your
                 annual/regular giving program in 10 years?

                                    4%
                               7%




Online                  14%

Events
Face-to-face
Direct Mail
Phone                                             61%
                        14%
And the data backs up your
projections about online
• Charitable web site traffic growth in 2011:
  38.9% in Canada vs. 11.1% in US
• Charitable email open rates in the US
  were 18.4% vs. 29.2% in Canada
• 33% of online donations in Canada are
  monthly (and monthly is growing online
  at 7.4% last year)
• But in many ways, we are play ‘catch up’
  with our US counterparts
       Data above from Blackbaud:Convio 2012 Online Benchmark
       Study - http://www.convio.com/2012benchmark
Ambivalent on hand helds?
        How interested are you in using mobile giving to raise money?



                                              21%
                          25%




Very interested
Somewhat interested
Not Interested




                                        54%
Very, very early days
               Do you currently use mobile giving?

                              3%

                     14%




No
Yes
I don't know




                                       83%
DONOR EXPERIENCE   VS.   STAFF PRODUCTIVITY
The raiser’s Edge Mobile app
Newer, not older web sites?
               How many years ago did you last redesign your website?

                                         3%
                                    4%
                               7%




Less than 2 years
3-4 years                17%
5-6 years
7 or more years
I don't know

                                                     69%
Newer, not older web sites?
Opportunity for more intimate
contact?
               On average, how far do your donors live from your main
                                healthcare facility?

                                          3%



                              28%                  21%      Question 3: How many
Less than 5 kilometers                                      of you have KPIs for
5-9 kilometers                                              visits for larger gift
10-14 kilometers                                            giving?
15-19 kilometers
20+ kilometers
I don't know                                         17%

                               21%


                                           10%
Opportunity for more intimate
contact?
Opportunity for more intimate
contact?
New ways to get community
support...




  St Joseph’s Health Care Centre Foundation in Toronto is using
  professional direct dialogue services to help secure: event
  pledge participants and local business commitments to make
  their upcoming Fall event success e.g. Direct Dialoguers going to
  shops and knocking on doors, etc
Take our survey!
 At the end of the session, we’ll ask you to go online and fill out
 our integration survey. We’ll select 2 WINNERS to receive
 complimentary 1-hour Canadian health-related organization
 integrated fundraising consulting session

http://www.surveymonkey.com/s/WQJMGCB
Thank you!
• Mike Johnston
  mjohnston@hjcnewmedia.com

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Finalfinal blackbaud and hjc session may 31 2012 mwj

  • 1. UNCOVERING INTEGRATED FUNDRAISING BEST PRACTICES – FOR HEALTH-RELATED ORGANIZATIONS IN CANADA Presented by:
  • 2. Who Am I? Michael Johnston President and Founder, hjc
  • 3. Take our survey at the end of the session! At the end of the session, we’ll ask you to go online and fill out our integration survey. We’ll select 2 WINNERS to receive complimentary 1-hour Canadian health-related organization integrated fundraising consulting session http://www.surveymonkey.com/s/WQJMGCB
  • 4. The current reality – what you told us • Over 30 organizations answered the questionnaire • Here’s what you’ve told us – and your peers
  • 5. Online – it’s still early days What best describes the ratio of individual donations your organization receives online versus offline? 7% 14% 3% I don't know 14% 7% 0% online / 100% offline 5% online / 95% offline 10% online / 90% offline 15% online / 85% offline 20% online / 80% offline 55%
  • 6. You are slightly higher than other verticals What is the average size of indiviudal donation to your organization? 11% Is this a middle 4% 26% donor gift $10-$49 opportunity? 11% $50-$99 $100-$149 QUESTION ONE: $200-$249 How many of you $250 or more have a middle donor program? 48%
  • 9. A hospital’s mid-level donor file four years after beginning . . . Number of active donors increased: 58% Number of annual gifts increased: 66% Average gift increased: 27% Revenue per donor increased: 34% Revenue increased: 111%
  • 10. Two surprises... Through which of the following sources does your organization receive donations? Select all that apply. 100% 90% ? 80% 70% ? 60% 50% 40% 30% 20% 10% 0% Recurring monthly giving Planned giving Special events Peer-to-peer fundraising Annual/regular giving campaigns
  • 11. Maximizing peer 2 peer • third party event portals • memorial/tribute/honour giving • virtual galas to compliment real galas
  • 15. Peer to Peer and Memorial Giving
  • 16. Peer to Peer and Memorial Giving
  • 17. Stand Alone Online Campaigns
  • 18. You are lower than other verticals What is closest to the average size of your recurring monthly gifts? 4% 8% 11% 4% I don't know Less than $10 $10 $10 15% $15 31% $20 $25 $35 or more Question 2: How 27% many of you use the phone to upgrade your monthly donors?
  • 19. You are lower than some other verticals Approximately what percent of your annual fundraisinig revenue comes from recurring monthly giving? 4% 19% 31% I don't know 0%-5% 6%-10% 31% or more 46%
  • 20. Create a visual monthly giving program brand and use it consistently • Make it mission and brand related – not generic monthly giving
  • 21. 5/31/2012 proprietary and confidential
  • 22. Create some benefits and exclusivity around being a monthly donor
  • 23. You are ‘punching under weight’ Approximately what percent of your annual fundraisinig revenue comes from planned gifts? 4% 14% 23% I don't know 0%-5% 6%-10% 11%-20% 18% 21%-30% 31% or more 23% 18%
  • 24. Turbo Charging your planned gifts with an integrated approach... The cultivation survey: • Sent to 57,400 donors • 3 key segments: Monthly, Active & Lapsed • 5,530 responses (response rate of 11%) • Raised $17,574 – a bonus! • Reactivated 30 donors • Found 85 expectances and 292 legacy leads • 143 middle and major donor leads! • Key: shared budgeting!
  • 25. Get information for many departments…
  • 26. The goals of the survey 1. Collect personal preferences of donors for targeted marketing appeals 2. Collect demographic data for marketing purposes – and connect it automatically to the database! 3. Build a deeper relationship with donors – give them a platform to be heard 4. Uncover leads for other forms of giving – including legacies, middle gifts, and major donor gifts
  • 27. Events are important – but how can you do them more effectively? What percentage of your annual fundraising is done through events? 7% 10% 17% I don't know 0-19% 20-39% 31% 40-59% 60% or more 35%
  • 30. 1. Average raised per committee member: $17,129.83 2. Top 3 committee fundraisers raised $189,252 30 Proprietary and Confidential
  • 31. You are a very traditional channel vertical Which channel is most important to your annual/regular giving program? 4% 4% 3% 7% Direct Mail Face-to-face Phone 11% Radiothon Online Events 71%
  • 32. HOLIDAY 2011 CAMPAIGN The campaign featured a landing page, which displayed “messages of hope”, left by constituents when they were making donations. They wanted to better combine traditional direct mail with online to improve results.
  • 34. HOLIDAY 2011 CAMPAIGN – MORE ONLINE IN SUPPORT OF DIRECT MAIL The campaign was active for about three weeks, ending on December 31, 2011. It included: 1. Google AdWords Search Network (Paid Account) 2. Google AdWords Display Network 3. Google AdWords Search Network (Google Grant Account) 4. Email – 4 waves
  • 36. RESULTS AND LEARNINGS Overall Revenue: 1,272 gifts, $275,003, $216.20 average gift 1. Big Breakthrough #1: Google Search, Adwords - $2,500 spent with a return of $58,000. 2. Big Breakthrough #2: Integration across channels worked 3. Big Breakthrough #3: More emails, with personalization and e-cards, led to more money online 4. 60% increase in revenue from the year before by combining direct mail and online – with the data used from RE
  • 37. You see a changing future... Which channel do you think will be most important to your annual/regular giving program in 10 years? 4% 7% Online 14% Events Face-to-face Direct Mail Phone 61% 14%
  • 38. And the data backs up your projections about online • Charitable web site traffic growth in 2011: 38.9% in Canada vs. 11.1% in US • Charitable email open rates in the US were 18.4% vs. 29.2% in Canada • 33% of online donations in Canada are monthly (and monthly is growing online at 7.4% last year) • But in many ways, we are play ‘catch up’ with our US counterparts Data above from Blackbaud:Convio 2012 Online Benchmark Study - http://www.convio.com/2012benchmark
  • 39. Ambivalent on hand helds? How interested are you in using mobile giving to raise money? 21% 25% Very interested Somewhat interested Not Interested 54%
  • 40. Very, very early days Do you currently use mobile giving? 3% 14% No Yes I don't know 83%
  • 41. DONOR EXPERIENCE VS. STAFF PRODUCTIVITY
  • 42. The raiser’s Edge Mobile app
  • 43. Newer, not older web sites? How many years ago did you last redesign your website? 3% 4% 7% Less than 2 years 3-4 years 17% 5-6 years 7 or more years I don't know 69%
  • 44. Newer, not older web sites?
  • 45. Opportunity for more intimate contact? On average, how far do your donors live from your main healthcare facility? 3% 28% 21% Question 3: How many Less than 5 kilometers of you have KPIs for 5-9 kilometers visits for larger gift 10-14 kilometers giving? 15-19 kilometers 20+ kilometers I don't know 17% 21% 10%
  • 46. Opportunity for more intimate contact?
  • 47. Opportunity for more intimate contact?
  • 48. New ways to get community support... St Joseph’s Health Care Centre Foundation in Toronto is using professional direct dialogue services to help secure: event pledge participants and local business commitments to make their upcoming Fall event success e.g. Direct Dialoguers going to shops and knocking on doors, etc
  • 49. Take our survey! At the end of the session, we’ll ask you to go online and fill out our integration survey. We’ll select 2 WINNERS to receive complimentary 1-hour Canadian health-related organization integrated fundraising consulting session http://www.surveymonkey.com/s/WQJMGCB
  • 50. Thank you! • Mike Johnston mjohnston@hjcnewmedia.com

Editor's Notes

  1. Win a multi-channel consulting session
  2. Letter is from Robbie Shaw, not “The Office of the President & CEO.”Short opening sentence. Short paragraphs.Seven “yous” in the first three paragraphs.
  3. The writer introduces a technical term, defines it, and explains it (unlike the writer of the Ottawa Hospital letter, who introduces “Oncolytic JX-594” in the Johnston Box but does not explain it.Variable copy personalizes the ask and shows that the hospital knows this donor in particular.
  4. ***Content from HJC presentation***
  5. ChrisBlackbaud offers a mobile experience for both supporters/donors and staff.- Supporters/Donors access a mobile-optimized version of your website- Staff accessed an optimized version of The Raiser’s Edge on their mobile device.
  6. ChrisData PortabilityOptimized presentation of constituent information for smartphoneUp-to-date information for constituent profiles—no more printing static copiesAccess recent gift dataNo more lugging around binders or laptopsAdd constituents as Favorites for offline access Leverage native smartphone functions like click-to-call, mapping, email, textEase of UpdateMeets users where they are used to workingAdd/edit notes and call reports on the road—right into the constituent recordComplete your assigned actions and add new actionsConstituent RecordEasy to read contact informationEmail, call or text right from the constituent recordSee Details, Giving, Notes, Actions, Relationships
  7. Win a multi-channel consulting session