Integrated Monthly Giving: How to Improve Your Program
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(1) Harvey McKinnon and Mike Johnston presented on integrated fundraising and monthly giving. (2) They discussed barriers to integrated monthly giving such as lack of vision, budget, and skill sets. (3) Examples were provided that showed how non-profits can improve monthly giving through strategic channels, unique benefits, and donor surveys to find larger gifts. (4) New innovations discussed included multi-step monthly conversion and using mobile and texting to engage donors.
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Integrated Monthly Giving: How to Improve Your Program
- 2. Who Are We? Harvey McKinnon Mike Johnston Founder, Founder, Harvey McKinnon Associates (HMA) Hewitt and Johnston Consultants (hjc) Monthly Giving, Integrated Fundraising, Direct Mail Online Fundraising, Integrated Fundraising and Marketing Dancer Extraordinaire, Aerobics Instructor, Thinks ‘Medium’ is a word you Believes that you can be 50 years old use to describe a seer not a channel and still play computer games without being a nerd
- 3. What we’ll cover in an hour Proof that you Channel and What’s stopping New Innovations can improve Demographic integrated in Monthly your monthly context monthly giving Giving giving Next Generation Survey The barriers How 2 hospital Multi-Step Monthly foundations beat their Conversion industry average The current reality Community based Making online more monthly giving What happens when effective you stick in one Mobile and Monthly channel Benefits and Privileges Giving that sell monthly giving Monthly donor surveys to find bigger gifts
- 4. “I’m all for progress. It’s change I can’t stand.” Mark Twain
- 5. 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 integrated monthly giving consulting session http://www.surveymonkey.com/s/3QC6FRP
- 6. It’s not all about technology • Strategy • Leadership • Culture • Budget • Commitment • Analysis
- 7. ALL AGES ARE GIVING MONTHLY – AND ALL CHANNELS ARE INVOLVED…
- 8. Case Study – Small Animal Charity Canada’s Vancouver most Island endangered Marmot mammal There are only 35 left in the wild
- 9. Marmot Recovery Foundation Single gift donors 7,382 Monthly donors 1,164 Average monthly gift $12.95 Annual monthly total $155.40
- 10. Marmot Recovery Foundation Annual average gift $25.38 single gift donors Average annual $155.40 gift monthlies Ratio 6.12
- 11. Fundraising is profoundly multi-channel Source: Next Generation of Canadian and American Giving
- 12. More channels available for monthly conversion with younger donors… % Who Agree, Appropriate Solicitation Channel GEN Y GEN X BOOMER CIVIC MAIL 77% 79% 74% 77% EMAIL 76% 69% 60% 51% SOCIAL MEDIA 69% 60% 38% 17% PHONE 51% 42% 39% 34% TEXT 38% 25% 16% 13% Source: Next Generation of Canadian and American Giving
- 13. OUR ‘TAKE’ ON WHAT’S STOPPING INTEGRATED MONTHLY GIVING
- 14. Harvey: What’s Stopping Integrated Monthly Giving • Fear of risk • Lack of vision • Personal Ego • Lack of shared goals
- 15. Mike: What’s Stopping Integrated Monthly Giving • Lack of budget • Lack of skill sets • Internal competition • Lack of exploration of opportunities (testing)
- 16. Current Reality 1) Offline donors are aging 2) Donor files and acquisition sources are shrinking 3) Donor Fatigue 4) Revenues are flat and/or falling 5) Direct mail costs are increasing/ fundraising margins are shrinking 6) Online – when kept in a silo - underperforms Nonprofits need younger more valuable donors More personal relationships with loyal donors Investment in a multi-channel approach
- 17. Online donor retention of single gift donors can be terrible... 12% average retention rate Solution: Integrated Monthly Giving
- 18. PROOF THAT YOU CAN IMPROVE YOUR MONTHLY GIVING PROGRAM
- 19. Some non-profit verticals have lower percentages than others – but you can change that! 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 27%
- 20. One hospital -Monthly gift range • $0-$9.99 7% • $10-$14.99 39% • $15-$24.99 29% • $25-$49.99 15% • $50-$99.99 7% • $100-$499.99 3% • Average $21/month. Attrition 7% per year
- 21. You can change your monthly giving circumstance 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%
- 22. What percentage of your file is giving monthly? • One hospital has 12.7% giving monthly • One of our clients has more than 50% giving monthly
- 23. Don’t do this! 10/29/2012 proprietary and confidential
- 24. Create a visual monthly giving program brand and use it consistently • Make it mission and brand related – not generic monthly giving
- 25. • Create a monthly brand that is relevant to the experience of the individual e.g. Relay for Life participant • Create a relevant, passionate premium • Use multi-channels: a) Face to face at the event b) Email, telephone follow up How can your organization create more relevant, passionate, evocative monthly giving programs?
- 27. 27
- 28. “We are up 10% in overall # of online monthlies since the new forms launched. We didn’t have a tonne of online monthlies to begin with, so it’s a nice bounce." 28
- 29. Creating not just an improved giving form, but a more evocative monthly brand… 29
- 30. 10/29/2012 proprietary and confidential
- 32. You get what you ask for – even in integrated monthly giving So, don’t be shy about soliciting monthly gifts first – online too!
- 33. A look back at 1999... Greenpeace International makes MONTHLY THE WAY TO GIVE!
- 34. Greenpeace online fundraising growth over 10 years 11,848 12000 N u m 10000 b e r 8000 o f 6000 d 4000 o n o r 2000 2,324 s 111 883 0 Monthly Single
- 35. Create unique benefits and exclusivity around being a monthly donor and give channel options…
- 36. WSPA and some iron bars…
- 37. MONTHLY DONORS CAN REVEAL LARGER GIFTS
- 38. How can you find more value from monthly donors… just ask! 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! FOUND INFORMATION TO IMPROVE ON MONTHLY CONVERSION
- 39. Survey Learning: Target Recently Lapsed early
- 40. Survey Learning: Using interests in improve lapsed reactivation scripts…
- 41. NEW INNOVATIONS IN MONTHLY GIVING
- 42. Integrated Monthly Giving includes ‘chugging’… Cost to acquire a monthly donor ($17/month) is currently standing at 14-16 month breakeven It has a chance to increase their annual campaign database by 3000%.
- 43. Channels make a difference
- 44. Be open to multi-step, multi- channel Monthly Donor Acquisition Lead Acquisition & Conversion Games Email Advocacy Direct mail LEADS Telemarketing Enews DONORS Social Media
- 45. Amnesty Canada: multi-channel and multi-stage monthly giving conversion More info: legitimacy Comments: priority for Counter: social calls proof Phone number: Ask! Subscribe: for cultivation
- 46. The different constituencies called… 20.00% 18.50% 18.00% Recent Lapsed 16.00% Monthly Donor 14.00% Online Petition Only 11% 12.00% 9% 10.00% 8% E-newsletter 8.00% Subscriber 6.00% Lapsed Single Gift 4.00% Donor 2.00% 0.00% CPMD $75
- 47. A 9-step checklist for conversion of online warm leads to monthly donors 1. Set criteria for campaign 2. Ask for phone numbers, mailing address, email address 3. Get traffic 4. Manage data 5. Send email prior to call 6. Write script 7. Training 8. Pledge packs 9. Assess results
- 48. And if you don’t use the phone, you can still use email alone…
- 49. HOW DOES MOBILE FIT IN?
- 50. DONOR EXPERIENCE
- 51. Mobile texts and monthly conversion… • 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 - 182,000 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. 5% conversion to monthly giving of those reached – approximately 4,700 new monthly donors
- 52. 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 integrated monthly giving consulting session http://www.surveymonkey.com/s/3QC6FRP
- 53. Thank you! • Mike Johnston mjohnston@hjcnewmedia.com • Harvey McKinnon harvey@harveymckinnon.com
Editor's Notes
- Break down thes - bullets
- Win a multi-channel consulting session
- A
- Mike
- 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). Big 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.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
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- MWe are going to ask the group for participation here.Cost of donor acquisitionNeed to increase donor retention ratesConstituent expectations / Constituent serviceCompetition for donor dollarsNeed to reach new audiencesNeed to cultivate constituents with multiple relationships to our organization (e.g. volunteer + donor, donor + advocate, etc.)Other (if they can type something in…)
- Organizations can maximize the value of donor relationships with the use of multi-channel strategies.
- A
- Since the monthly giving program brand has been up and running, ccs sk has been steadily increasing the number of monthly donors
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- When we look more closely at the time lapsed v. the likelihood to reactivate we see about a 3-5% decrease in the ‘very likely’ category each subsequent year of not giving. This is consistent with reactivating donors early at 12-24 months.
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- Mike
- The recipients were sent to an epetition directed at key Parliamentarians who were on the Committee that reviewed the bill.Note some important aspects to the petition:#1 phone number – we asked. Does this suppress signatures? That’s a debate. We make it a non-mandatory field – and find that about 30% fill it out anyway. It’s worth it#2 counter - why? “social proof”. participants see that 1000s are doing this#3 comments – these are streamed – they build momentum and act as examples – they give participants the confidence to write their own words#4 subscribe – this builds a list for e-cultivation – you can’t use your big list all the time – this filters out the best activists for higher touch cultivation#5 more info – a minor link so as not to distract, but important for legitimacy to show the depth of research/legitimacy of actionother – use of photo, clear action statement, target is obvious, message is clear, opportunity to add personal comments, required fields clearly indicated, link to more comments to increase comfort level of participants3 weeks later, on November 1st, there were 2792 signatureshttp://www.amnesty.ca/urgentappeal/2009/CorpAcct/
- Of all petition-signers, we discovered there were four main segments within the data: -people who only signed the petition, which made up the bulk of the list-people who had also received an on-line newsletter, -those who were once a single-gift donor, and -lapsed monthly donors. Not surprisingly, the lapsed monthly donors had the highest response rate at 18.5 % followed by deep lapsed donors at 11%. Petition signers responded at 7.6% and the people who had also received an e-newsletter had a 9% monthly donor rate.
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- 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.
- Win a multi-channel consulting session