The document summarizes a workshop on multi-channel marketing for annual funds. It discusses establishing a holistic view of constituents by connecting all touchpoints across channels. This allows understanding preferences and tailoring segmented communications accordingly. Testing different messaging, creative, and audiences was emphasized to maximize results. Participants were encouraged to utilize various channels like email, mail, and social media based on preference data and evaluate performance through testing and metrics.

1. Multi-Channel Marketing
Workshop
for the Annual Fund

2. Welcome to Emmanuel College
© 2010 Blackbaud

3. Introductions
Name/Organization/Role
What is working well/not so well with the annual fund at your school
What you hope to gain from this session
Guilty food pleasure
© 2010 Blackbaud

4. Workshop Tenets & Goals
1. No annual fund silver bullets, but lots of learning & experience
2. Two primary goals
1. Facilitate discussion and sharing of best practices
2. Attendees leave with at least one new actionable idea
3. Your participation makes this session better
© 2010 Blackbaud

5. A Word From Our Sponsor
Blackbaud Data Management Services
Outsourcing Raiser’s Edge and NetCommunity tasks to Blackbaud experts based
in Cambridge.
• Data entry, reporting, gift processing
• Segmentation, mail merging, analysis
• Email appeals, web content, campaign planning
© 2010 Blackbaud

6. Agenda
The opportunity
Laying the foundation
Choosing the channel
Segmentation
Testing
© 2010 Blackbaud

7. First…
let’s talk about the opportunity…

8. Total giving to charitable organizations in 2009.
All data property of Giving USA 2010, the Annual Report on Philanthropy, published by the AAFRC Trust for Philanthropy.
© 2010 Blackbaud

9. Total giving from individuals in 2009.
All data property of Giving USA 2010, the Annual Report on Philanthropy, published by the AAFRC Trust for Philanthropy.
© 2010 Blackbaud

10. Total giving to religious organizations in 2009.
All data property of Giving USA 2010, the Annual Report on Philanthropy, published by the AAFRC Trust for Philanthropy.
© 2010 Blackbaud

11. Total charitable giving to other organizations in 2009.
All data property of Giving USA 2010, the Annual Report on Philanthropy, published by the AAFRC Trust for Philanthropy.
© 2010 Blackbaud

12. Total private giving to American colleges in fiscal year 2009.
Data published by The Chronicle of Higher Education; Voluntary Support of Education survey.
© 2010 Blackbaud

13. And $27.8B is down year over year…
…in participation…
…and in revenue…
Data published by Target Analytics Index of Higher Education Fundraising Performance .
© 2010 Blackbaud

14. © 2010 Blackbaud

15. Capitalize on your opportunity…
© 2010 Blackbaud

16. Capture your share…
A Multi-channel Marketing Primer

17. What exactly is Multi-Channel Marketing?
“A marketing approach that coordinates messaging across
many channels. More importantly, Multi-Channel Marketing
allows a prospective customer to interact and purchase in the
channel of his/her liking”
Schierholz, Ragnar; Susanne Glissmann, Lutz M. Kolbe, Walter Brenner, Alexander Ostrowski (2006). Journal of Information Science and Technology.
© 2010 Blackbaud

18. What is the foundation for Multi-Channel Marketing?
C.onstituent
R.elationship
M.anagement
© 2010 Blackbaud

19. Is CRM is a technology?

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21. Events Major Gift Officer
The Annual
Fund Foundations and
Clubs
Website Capital Projects
© 2010 Blackbaud

22. The problem is a disconnected constituent experience…
Giving
Reunion
Online/
Web
Events
Social
Direct Networking
Volunteering
Mail
© 2010 Blackbaud

23. Blackbaud Direct Marketing
Largely due to the various communication channels…
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24. And we end-up with an incomplete view…
Fundraising
System of
STATUS
Record
Reunion Member,
Prospect for
Renovation
Worked for Reagan Web
SPENDING HABITS first term
$500 Board Member
over past 5 years
Interests: Also gives
Buys books big bucks to USC Currently
HISTORY not able to
and coffee
mugs Visited campus 3 times collect information on
last year web visits, interests,
email communication
Interested in preferences, response
Berlin Wall to email
Uses Audio Tours campaigns
Booked 2 events
Admissions last year GIVING
&Event
last five
years: $2,200
VOLUNTEER
Event Attendance Volunteered at 5K
INTERESTS run event
Has participated in Prefers newsletters
Past “Write Your Direct Mail 2 Years ago
Congressman” Responds to
Campaign Great Communicator
Appeals
© 2010 Blackbaud

25. Single Holistic View
Dr Robert Hernandez
Lifetime commitment to the institution:
Successful
$27,000 since 1995, Class Agent since 2001, Advisory Board
since 2007
multi-channel
Last Gift: $25 in response to an Athletic Foundation email
marketing
campaign
Status: In cultivation for Capital Building Campaign and
requires a
Planned Gift
single view
Last Touch : Last week, attended home football game
Next Touch: Meeting with Planned Giving Officer
Preferences: Prefers email, avid golfer
© 2010 Blackbaud

26. Choosing the Channel…

27. Choosing the Channel
College of Charleston – Declare Your Impact Theme
© 2010 Blackbaud

28. Choosing the Channel
College of Charleston – Declare Your Impact Theme
Compelling & authentic student impact story
posted on www.CofC.edu
Email appeal to ~800 music
majors/SYBUNTS with embedded video and
giving URL
Appeal mailed to 1,200 music
majors/SYBUNTS with URL & response
device
Promotion by staff, faculty &
alums/influencers on Twitter & Facebook
www.cofc.edu/giving included with all
messaging
© 2010 Blackbaud

29. Choosing the Channel | Conversation Topics
How many send the same message to all alumni?
Who communicates through more than one Marketing Channel? More than two?
How about more than three?
Who knows your constituent’s communication preference?
Any experience with mobile giving?
Anyone studying Facebook/Twitter/LinkedIn to find highly connected alums
Do you test messaging for favorable/desire responses?
© 2010 Blackbaud

30. Choosing the Channel | Recommendations
1. When choosing the channel, it isn’t a ‘One OR The Other’ question
• Ex: We send Email to supplement & reinforce direct mail; not replace it
2. Find out where your constituency is and go there
• Survey for both channel preference and frequency preference
• Actively listen to the social media channels
3. Direct mail is still king
• Response improves with multiple touches using variety of channels
© 2010 Blackbaud

31. Where fundraisers are reporting success…
All data property of Giving USA 2010, Giving to Education; research by The Center on Philanthropy at Indiana University.
© 2010 Blackbaud

32. By the way…
Multi-channel donors are significantly more nutritious than
single channel donors!
In a 2010 Target Analytics bench marking study of giving:
Median revenue per donor for multi-channel supporters was $339 compared to
$88 for offline and $170 for online
First year retention for multi-channel donors was 51% compared to 30% for
offline donors and 22% for online donors
Multi-year, multi-channel donors were retained 75% versus 59% for offline and
52% for online
© 2010 Blackbaud

33. Segmentation…

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36. A Diverse Spectrum of Constituents…
…and Organizations…
© 2010 Blackbaud

37. What data elements can you use?
Fraternity
Major
Minor
Sorority
Age Honors
Athletics
Advanced
Gender Degrees
© 2010 Blackbaud

38. What other data elements can you use?
Have you considered segmenting based on:
Member of on line community
Recently submitted address update
Wealth indicators
Giving history (RFM)
Communication preference
Survey/poll responses
© 2010 Blackbaud

39. Segmenting in The Raiser’s Edge
Analytical Reports
LYBUNT
SYBUNT
Consecutive Years
First/Greatest/Latest
…
Segment Tab
In Mail
© 2010 Blackbaud

40. And consider…
Testing…

41. © 2010 Blackbaud

42. Testing
Frankly, it’s a necessary part of the Direct Marketing process
• RFM
• A/B
• Split Testing
Both The Raiser’s Edge and NetCommunity let you test:
• Content & messaging
• Imagery
• Packaging
• Premiums
• Segment Performance
© 2010 Blackbaud

43. Communication Roadmap for the
Annual Fund
Case Studies

45. Marquette University
They create an overall plan at the beginning of the year focusing on general
ideas about messaging, segmenting, audience, and goals
For each mailing, they determine:
• Who to send to?
• When to send?
• Who to feature?
• What to send?
Messaging:
• Interviewing subjects works best
• As they write the letter(s) based on the interview(s), they keep in mind different
audiences that could respond well to the message
• Once they have written the letter(s), they can decide which segments will receive
which letter
© 2010 Blackbaud

46. Marquette University | Segmentation Criteria Samples
Giving history College constituents graduated
Managed internally from
Rating/priority Gender / age / race
Solicitation you have or are How constituents gave in the
scheduled to receive past (method and funds)
Industry constituents currently Volunteer history
work in Event attendance
© 2010 Blackbaud

47. Marquette University | Additional Considerations
Can specifically personalize ask amounts, P.S., pledge card copy, envelope
teaser, or any other message or package for certain groups
Can use 50/50 split by segment for testing
Specify different packages for different segments (all included in the same
mailing)
Can determine profitability by segment
Goal setting – it’s possible to set a goal for every segment and track against it,
you can predict the money you’ll bring in.
© 2010 Blackbaud

48. And consider…
LTF…

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51. Who’s more valuable?
A donor who gave $1,000 this A donor who gave $500
year, and in 2008? consecutively for the past 3
years?
© 2010 Blackbaud

52. Who’s more valuable?
An alum with 637 friends on An alum who has attended
Facebook? homecoming for the past 3
years?
© 2010 Blackbaud

53. Summary…

54. Walk away w/ these points…
CRM = a strategy…a process…not technology
Do everything you can to connect all the constituent experiences
Communicate with your alumni using different methods…and base it on
communication preference
Shake-up your messaging with varying audiences…segment
Consider the impact of creative…the psychology of donors
Test…test…test
© 2010 Blackbaud

55. Roundtable…