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25 Ways to Kick Start your Cross-Channel FundraisingMike Johnston – HJCLynne Boardman – HMATad Druart - Convio
TP2010Tweeting today?@hjcnewmediaFollow us as...		Your presenters...Mjohnston@hjcnewmedia.comPresident and Founder, HJCLynne Boardmanlynne@harveymckinnon.comManaging Director, HMATad Druarttdruart@convio.comDirector of Corporate Communications and Marketing,Convio
A virtual tourWhat is it?
Why do it?
What’s stopping you?
 Online and Direct Mail: Australia, France, Canada
 Online and the Telephone:  Canada, US, UK
 Text messaging and voice: Argentina and Austria
 New York Public Library – using cross channel fundraising to break down silos
 Online and video: France
Online and major gifts and legacies: Canada, MexicoCross Channel Fundraising The use of multiple channels (online, direct mail, telephone, mobile) to support one another to raise more money and build better donor relationshipsCross Channel FundraisingWhy do it?
Giving Channels% donated this way in last 2 years (total) Emerging Channels11
Solicitation Channel (From charities/nonprofits with established relationship)% say appropriate solicitation channel (rank ordered by very important –blue)12
What does it mean?Fundraising is profoundly multichannelCausation may be impossible to trackTraditional donor databases are dinosaursRemove the silos within your organizationDirect mail and telemarketing need to evolve19
Integration opportunities or threats? Area One: Direct mail and emailProprietary and Confidential
NPT Research: 1,000 callsProprietary and Confidential10Web 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
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  AdvertisementProprietary and Confidential
Cross-channel integrationMagazine AdvertisementProprietary and Confidential12
Proprietary and Confidential13Visitors were asked to fill out petition including mailing address and email…
Proprietary and Confidential14Direct Mail integration (coordinating messaging)There were three test cells:RECEIVED ONLY MAILING. RECEIVED EMAIL BEFORE THE MAILING. RECEIVED EMAIL AFTER THE MAILING.
Proprietary and Confidential15Direct Mail integration (coordinating messaging)Pre-DM
Proprietary and Confidential16Direct Mail integration (coordinating messaging)Post-DM
Proprietary and Confidential17Direct Mail integration (coordinating messaging)
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 $74,180.00And 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 approachProprietary and Confidential18
Masterclass: 25 Ways To Kick Start Your Cross Channel Fundraising!
Use the telephone with online!Responsibly and strategically
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 DeWitthjc21Proprietary & Confidential
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 Woolfhjc22Proprietary & Confidential
The phone and online?hjc23Proprietary & Confidential
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 callhjc24Proprietary & Confidential
Online pledge pages and calling….hjcProprietary and Confidential25
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 pageshjcProprietary and Confidential26
Masterclass: 25 Ways To Kick Start Your Cross Channel Fundraising!
Masterclass: 25 Ways To Kick Start Your Cross Channel Fundraising!
The next step was to call convert these donors. We did not breakout the different online warm lead sources to compare telephone conversion rates. UK7.25% conversion to monthly givingNo single donations – not askedAverage gift: $6.5 per monthCost to convert the online warm via the phone: $68.00Breakeven ROI: 23 monthsNorth America – this is the estimated return Average gift: $15 per monthCost to convert the online warm lead per donation: $65.00Breakeven ROI: 12 months
One last piece in the ROI. Apply the online lead costs to the telephone conversion costsUKAverage $9.17 online warm lead cost + $68.00 per phone conversion = $77.17 cost per donorWith 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 donorNorth AmericaAverage $9.17 online warm lead cost + $65.00 per phone conversion = $74.17 cost per donorWith 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
SMSCollect 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.
		One million text “votes” in 51 days.
9.65% conversion to monthly giving: 15,388Average gift 3.28 dollars/month170,658 called on their mobile phones7.6 million dollars LTV (over 5 years)800,000 new contacts50% converted to monthly giving
5% of total donations to tsunamiMSF AustriaMedécin San Frontiers Austria
50% converted to monthly giving282,000 Euros in single gifts60% said YESVoice and text to build relationshipsMedécin San Frontiers Austria50% converted to monthly giving
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!
Sending a recorded message works too!
Sending a recorded message works too!$250 set up
.05 to .10 cents per message – depending on volume…
 It’s worth testing!A cross channel campaign that broke down institutional silos…New York Public Library
New York Public Library“When a man knows he is to be hanged in a fortnight, it concentrates his mind wonderfully”Samuel JohnsonAn integrated campaign over 44 days in the summer of 2009
Advocacy Page. Constituents simply typed in their address and their City Council Member is located and a template message was generated
Campaign branding throughout the site
  Results10,974 emails sent to City Council Members
Over 20,000 written letters sent
Gross revenue $50,058.68
1,000 donors
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.”
Creating an integrated schedule

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Masterclass: 25 Ways To Kick Start Your Cross Channel Fundraising!

  • 1. 25 Ways to Kick Start your Cross-Channel FundraisingMike Johnston – HJCLynne Boardman – HMATad Druart - Convio
  • 2. TP2010Tweeting today?@hjcnewmediaFollow us as... Your presenters...Mjohnston@hjcnewmedia.comPresident and Founder, HJCLynne Boardmanlynne@harveymckinnon.comManaging Director, HMATad Druarttdruart@convio.comDirector of Corporate Communications and Marketing,Convio
  • 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
  • 11. Online and major gifts and legacies: Canada, MexicoCross Channel Fundraising The use of multiple channels (online, direct mail, telephone, mobile) to support one another to raise more money and build better donor relationshipsCross Channel FundraisingWhy do it?
  • 12. Giving Channels% donated this way in last 2 years (total) Emerging Channels11
  • 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 multichannelCausation may be impossible to trackTraditional donor databases are dinosaursRemove the silos within your organizationDirect mail and telemarketing need to evolve19
  • 15. Integration opportunities or threats? Area One: Direct mail and emailProprietary and Confidential
  • 16. NPT Research: 1,000 callsProprietary and Confidential10Web 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 AdvertisementProprietary and Confidential
  • 19. Proprietary and Confidential13Visitors were asked to fill out petition including mailing address and email…
  • 20. Proprietary and Confidential14Direct 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 Confidential15Direct Mail integration (coordinating messaging)Pre-DM
  • 22. Proprietary and Confidential16Direct Mail integration (coordinating messaging)Post-DM
  • 23. Proprietary and Confidential17Direct 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 $74,180.00And 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 approachProprietary and Confidential18
  • 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 DeWitthjc21Proprietary & 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 Woolfhjc22Proprietary & Confidential
  • 29. The phone and online?hjc23Proprietary & 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 callhjc24Proprietary & Confidential
  • 31. Online pledge pages and calling….hjcProprietary and Confidential25
  • 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 pageshjcProprietary and Confidential26
  • 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. UK7.25% conversion to monthly givingNo single donations – not askedAverage gift: $6.5 per monthCost to convert the online warm via the phone: $68.00Breakeven ROI: 23 monthsNorth America – this is the estimated return Average gift: $15 per monthCost to convert the online warm lead per donation: $65.00Breakeven ROI: 12 months
  • 36. One last piece in the ROI. Apply the online lead costs to the telephone conversion costsUKAverage $9.17 online warm lead cost + $68.00 per phone conversion = $77.17 cost per donorWith 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 donorNorth AmericaAverage $9.17 online warm lead cost + $65.00 per phone conversion = $74.17 cost per donorWith 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. SMSCollect 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: 15,388Average gift 3.28 dollars/month170,658 called on their mobile phones7.6 million dollars LTV (over 5 years)800,000 new contacts50% converted to monthly giving
  • 40. 5% of total donations to tsunamiMSF AustriaMedécin San Frontiers Austria
  • 41. 50% converted to monthly giving282,000 Euros in single gifts60% said YESVoice and text to build relationshipsMedécin San Frontiers Austria50% 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!
  • 44. Sending a recorded message works too!$250 set up
  • 45. .05 to .10 cents per message – depending on volume…
  • 46. It’s worth testing!A cross channel campaign that broke down institutional silos…New York Public Library
  • 47. New York Public Library“When a man knows he is to be hanged in a fortnight, it concentrates his mind wonderfully”Samuel JohnsonAn 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
  • 50. Results10,974 emails sent to City Council Members
  • 51. Over 20,000 written letters sent
  • 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.”
  • 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-departmentProprietary and Confidential
  • 57. Online and VideoProprietary and Confidential
  • 58. An acquisition test online:BannerEmailBanners and email rentalsdrovetraffic to a landing page thatasked people to watch a video and donate…
  • 60. Online acquisition that works… our approachDM 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 givingProprietary and Confidential
  • 62. Online survey #1:15 expectancies103 leads - CanadaOnline survey #2:52 expectancies164 leads – United StatesOnline survey #3:9 expectancies1,043 leads – MexicoProprietary and Confidential51
  • 64. tracking the impact that sites like Facebook make to fundraising and campaigningProprietary and Confidential
  • 65. What’s your credit card limit?Proprietary and Confidential
  • 66. A virtual conclusionCross channel fundraising: increases response, increasing average gift and the number of gifts?
  • 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…

Editor's Notes

  1. Lot of information on this chart. Two most common ways to “give back” are what I know some of you refer to as “tipping” – leaving a buck for charity here or there at the supermarket, etc; and of course check by mail. But what I really want to focus on is some of the generational differences. Gen Y most likely to give in small ways -- $1 at checkout type of gift. No one prevalent channel beyond that -- as likely to give via website as check, same numbers at gift shop, event, etc. More than 1-in-10 say they have participated in mobile philanthropy. Giving thru SM more prevalent than other generations, but still small. Gen X true multi-channel givers -- more likely to give through many of these channels than other generations. Most likely to make online donations (though still a little less than good old check). Both X and Y more likely to participate in something like Gap Red campaign where part of the proceeds fr third party vendor purchase goes to charity. In focus groups we heard that this is a way that they can easily and affordably be charitable. Win-win (i.e. Gap – “I shop there anyway, and it’s a way to feel good”). X using monthly debit more than other cohorts. –NOT REALLY -- THE DIFFERENCE IS WITHIN THE MOE Matures (and Boomers) most likely to mail in a check. A third of Matures have made tribute gifts. More have given via phone solicitation than other generations (though still just a quarter).Q7: Which of the following giving methods have you used in the past 2 years (select all that apply).Bold numbering in the table on the right indicates significance at the 95% confidence level
  2. WOM is seen as the most effective solicitation channel for Gen Y, X, and Boomers For Matures, direct mail is just as effective Younger generations are more open to other forms of solicitation: email (just as effective as dm with Y), social media, phone (though note that they are less likely to have a landline, and we heard in the focus group not as familiar with telemarketing) Mobile solicitation is still its infancy (more on this in a few minutes), but has more acceptance among younger audiences.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. Prospecting direct mail more acceptable than email across generations by 2:1 (45% to 21%) (different than what we saw on previous slide), but donors described that responding is not always a “feel good” experienceQ22 :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
  3. Fundraising is profoundly multichannel
  4. By calling people we made a 20% goal difference.
  5. By calling people we made a 20% goal difference.