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!

1. 25 Ways to Kick Start your Cross-Channel Fundraising Mike Johnston – HJC Lynne Boardman – HMA Tad Druart - Convio

2. TP2010 Tweeting today? @hjcnewmedia Follow us as... Your presenters... Mjohnston@hjcnewmedia.com President and Founder, HJC Lynne Boardman lynne@harveymckinnon.com Managing Director, HMA Tad Druart tdruart@convio.com Director of Corporate Communications and Marketing, Convio

4. Why do it?

5. What’s stopping you?

6. Online and Direct Mail: Australia, France, Canada

7. Online and the Telephone: Canada, US, UK

8. Text messaging and voice: Argentina and Austria

9. New York Public Library – using cross channel fundraising to break down silos

10. Online and video: France

12. Giving Channels% donated this way in last 2 years (total) Emerging Channels 11

13. Solicitation Channel (From charities/nonprofits with established relationship) % say appropriate solicitation channel (rank ordered by very important –blue) 12

14. What does it mean? Fundraising is profoundly multichannel Causation may be impossible to track Traditional donor databases are dinosaurs Remove the silos within your organization Direct mail and telemarketing need to evolve 19

15. Integration opportunities or threats? Area One: Direct mail and email Proprietary and Confidential

16. NPT Research: 1,000 calls Proprietary and Confidential 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

17. 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 Proprietary and Confidential

18. Cross-channel integration Magazine Advertisement Proprietary and Confidential 12

19. Proprietary and Confidential 13 Visitors were asked to fill out petition including mailing address and email…

20. Proprietary and Confidential 14 Direct Mail integration (coordinating messaging) There were three test cells: RECEIVED ONLY MAILING. RECEIVED EMAIL BEFORE THE MAILING. RECEIVED EMAIL AFTER THE MAILING.

21. Proprietary and Confidential 15 Direct Mail integration (coordinating messaging) Pre-DM

22. Proprietary and Confidential 16 Direct Mail integration (coordinating messaging) Post-DM

23. Proprietary and Confidential 17 Direct Mail integration (coordinating messaging)

24. 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 Proprietary and Confidential 18

26. Use the telephone with online! Responsibly and strategically

27. The Phone can be irritating… “The bathtub was invented in 1850 and the telephone in 1875. In other words, if you had been living in 1850, you could have sat in the bathtub for 25 years without having to answer the phone” Bill DeWitt hjc 21 Proprietary & Confidential

28. But it can have power and resonance “The telephone, which interrupts the most serious conversations and cuts short the most weighty observations, has a romance of its own” Virginia Woolf hjc 22 Proprietary & Confidential

29. The phone and online? hjc 23 Proprietary & Confidential

30. Further tests… A phone test was conducted a second year with online event registrants… The test group that received a phone call (2.5 minutes in length) raised $131.42 more than a registrant who did NOT receive a call hjc 24 Proprietary & Confidential

31. Online pledge pages and calling…. hjc Proprietary and Confidential 25

32. High touch…high gift amounts… 20 board member pages $237,534 raised ($143,000 by one board member) Phone used to stimulate, manage, and help board members with their personal pages hjc Proprietary and Confidential 26

35. 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

36. One last piece in the ROI. Apply the online lead costs to the telephone conversion costs UK Average $9.17 online warm lead cost + $68.00 per phone conversion = $77.17 cost per donor With a LTV of approximately 5 years giving a gross revenue of $385.85 – $152.17 ($77.17 + $15 a year stewardship cost X 5) = $233.68 net revenue per donor North America Average $9.17 online warm lead cost + $65.00 per phone conversion = $74.17 cost per donor With a LTV of approximately 5 years giving a gross revenue of $900 – $149.17 ($77.17 + $15 a year stewardship cost X 5)= $750.83 net revenue per donor

37. SMS Collect mobile phone numbers during the advocacy action and instead of emailing the thank you text them a thank you. Then send them a text to give ask or call that mobile number.

38. One million text “votes” in 51 days.

39. 9.65% conversion to monthly giving: 15,388 Average gift 3.28 dollars/month 170,658 called on their mobile phones 7.6 million dollars LTV (over 5 years) 800,000 new contacts 50% converted to monthly giving

40. 5% of total donations to tsunami MSF Austria Medécin San Frontiers Austria

41. 50% converted to monthly giving 282,000 Euros in single gifts 60% said YES Voice and text to build relationships Medécin San Frontiers Austria 50% converted to monthly giving

42. 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!

43. Sending a recorded message works too!

45. .05 to .10 cents per message – depending on volume…

47. New York Public Library “When a man knows he is to be hanged in a fortnight, it concentrates his mind wonderfully” Samuel Johnson An integrated campaign over 44 days in the summer of 2009

48. Advocacy Page. Constituents simply typed in their address and their City Council Member is located and a template message was generated

49. Campaign branding throughout the site

51. Over 20,000 written letters sent

52. Gross revenue $50,058.68

53. 1,000 donors

54. 584 new donors“The main reason we stopped the cuts was this online campaign. I would be the first to say otherwise, but it's true.”

55. Creating an integrated schedule

56. What did we learn about making cross-channel work with New York Public Library?1. Get buy-in at the senior level2. Have departments work together (maybe for the first time)3. Create an integrated team4. Create an integrated goal (with different metrics of success for each department)5. Create an integrated plan6. Matrix reporting structure MAY make sense with individuals temporarily reporting cross-department Proprietary and Confidential

57. Online and Video Proprietary and Confidential

58. An acquisition test online:   Banner Email Banners and email rentalsdrovetraffic to a landing page thatasked people to watch a video and donate…

59.   Bannière Email   page appel à don page vidéo

60. 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.

61. Online will be increasingly important for major gifts and legacy giving Proprietary and Confidential

62. Online survey #1:15 expectancies103 leads - CanadaOnline survey #2:52 expectancies164 leads – United StatesOnline survey #3:9 expectancies1,043 leads – Mexico Proprietary and Confidential 51

63. Proprietary and Confidential 52

65. What’s your credit card limit? Proprietary and Confidential

67. What’s stopping you? Senior leadership, departmental rivalry and silos, or just having a plan?

68. Time to start now! Your donors are already cross-channel supporters…