This document summarizes a presentation on fundraising best practices for health-related organizations in Canada. It discusses integrating online and offline fundraising strategies, maximizing recurring giving and peer-to-peer fundraising, using mobile technologies, and redesigning websites. Survey results from over 30 organizations show that most revenue still comes from traditional channels like direct mail but online is growing. The presentation provides examples of campaigns that improved results by combining online and direct mail fundraising.

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

12. Too manual

13. Leveraging online

14. Going even farther

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%

29. 29
Proprietary and Confidential

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

35. eCard
DM engagement device

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