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Multichannel Donor Marketing
- 1. Multichannel Donor Marketing:No More Talk, Let's Make It Happen <11NTCmulti>Jeff Regen, M+RMilo Sybrant, Amnesty Intl
- 2. AgendaThe problem2011 andthe multichannel opportunityEgypt: A multichannel case studyBreaking down the barriers and making it happenWrap-up
- 3. The problem Part1: Anyone seen this before?It’s my nameIt’s my list
- 4. The Problem Part2What year is your nonprofit structured for?
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- 7. The Problem Part3: Other big trendsNonprofit offline donors are agingDonor files are shrinkingRetention is falling (and online low already)Direct mail costs are increasing / fundraising margins are shrinking Nonprofits need (younger) more valuable donors
- 8. A multichannel approachcan create “golden multichannel donors” Age falls between online and offline donors
- 9. Income aboutthe same as onlineHow about revenue and retention?
- 10. Multichannel donor revenue*looks great…* Target Analytics Internet donorCentrics data
- 11. …and retention does,too!** Target Analytics Internet donorCentrics data
- 12. Building sustainer filesis all about multichannelDRTV Web and phoneFace-to-face Follow-up online and offlineMail donors converted via telemarketingOnline / telemarketing / (limited mail) Great, largely untapped and lowest startup costs
- 13. Multichannel with mobileworks, too: 25% boost in response rate
- 14. Making multichannel workIntegratedcampaignsMultichannel conversion seriesAcquisition, renewals, appeals, etc.Leverage your online and offline dataTargeting activists for telemarketingWhich mail to send to online donorsTimely upgradesEtc.
- 15. How to getthere: Moving toward integration“Coordinating group”Sometimes coordinated; other times conflictingLimited useCoordinated; multi-directionalGenerally consistent voicesLimited customization $$IntegratedCommon + shared metricsFully incorporatedCoordinated; multi-directional conversationConsistent voices when desirableYes; based on constituent behavior $$$Org structureGoals / strategiesMultichannel dataCommunications across types / channelsVoicesSupporter focus(and result)SiloedDisparate (sometimes conflicting)Not availableUncoordinated; one-wayInconsistent voicesNo customization; often org-centric $
- 16. Levels of integration:Welcome series exampleDM donors receive DM asks, appealsOnline supporters receive online $$ asks, appeals OR advocacy / engagementOffline donors—give emails; sent to url to donateOnline supporters receive advocacy / engagement + $$ asks, appealsOnline donors put into DM / TM streamsOffline donors—optimized to give emails; sent to customized urlsTM—Entered directly into online formOnline supporters receive integrated advocacy / engagement / $$ asks based on name source + behaviorTargeted online supporters rapidly put into customized TM and DM streams
- 17. Middle East &North Africa:Amnesty International’s Response to to the Unfolding Human Rights Crisis
- 20. Successes60% higher pledgerate than projected in our telemarketing effortsSaw 50% credit card rate Exceeded February’s online income projections by more than 60%Blog traffic was our second highest to date, with 60,000+ page viewsFacebook likes increased by nearly 100,000# of Twitter followers grew by 40%
- 21. What was workingin our favor?Success driven in large part by the fact that this issue was headline news that sustained public interest for several weeksIssue’s visibility & overriding urgency made internal decision to promote issue across channels a no-brainer No need for prolonged deliberationAbility to marshal coordinated response involving key parts of organization positioned us for success
- 22. Questions/ChallengesThree categories ofchallenges: TacticalData integrationOrganization Structure/Culture
- 23. Questions/Challenges: TacticalHow tobest tailor ask to appropriate channel? Play to each channel’s strengths in developing treatment strategy: Fundraising and social networks still evolvingFocus instead on word-of-mouthSupporters derive intrinsic benefits from spreading the word about good causes to their networks for friends and familyMobile & urgent call-in actions
- 24. Questions/Challenges: Data IntegrationFormulti-channel donors, how do we know which channel is driving response? If donors are not responding to a given channel, does that mean it’s “not working?”Some channels easier to monitor than others How do we optimize the performance of multi-channel efforts when the solicitation channel and transaction channel may be different?
- 25. Questions/Challenges: Structural/CulturalInstitutionalizing multi-channelmarketing: How do we take multi-channel outreach from pilot to program?How do we make cross-departmental coordination more efficient?
- 26. Organizational structures1. Siloed2.Online, other coordinating teamsCoordinating Teams3. Centralized,integrated
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- 28. Aligned goals andstrategiesOrganizational goals E.g., Grow listCampaign goals / strategies:Devo; Comms; Website/email; Gov’t Affairs; etc.Budgets: Collaborate on building them
- 29. Common goalof overall bottom line
- 30. Incentives (e.g.,share costs for database, ad campaigns)
- 31. Single acquisition/ investment budget?Metrics: Shared ROI, other metrics Aligning Goals Inside External Affairs: Annual budget Joint operational & 5-year fundraising plans Example: Channel StrategyInside AIUSA:Cross-functional teams Priority CampaignsCrisis Response TeamsStrategic Planning / Priority settingInternational Movement: “One Amnesty” International Fundraising Management Team Art for Amnesty
- 32. CultureLeadership and culture“What’sbest for our organization” / highest ROI
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Editor's Notes
- #6 Humans are multichannel, and they want to be treated with a holistic approach
- #7 And now, 20 years later, there are more channel options than ever before
- #18 • Amnesty uses advocacy to educate supporters and effect change – push US government, UN and international bodies to respect human rights. The funds we raise are used to assist with that advocacy.• During the Egyptian protests, Libyan protests, and those in Tunisia, Yemen, Algeria, Bahrain, etc, AI has mobilized supporters to demand the right to peaceful protest, freedom of speech, right not to be tortured/unlawfully detained, etc (and continues to do so)• To accomplish this, we used multiple channels• (Area graph shows: stacked, not static #s; only MENA information; jan 25-feb 28)Graph highlights:• During this time, peaceful protesters across the Middle East and North Africa were making history (and still are)! At the same time, some were shot, tortured, harassed, violently dispersed using tear gas, water and rubber bullets, and otherwise thwarted by the state• Amnesty has had teams on the ground in multiple countries, documenting human rights abuses and informing action• emails were our largest driver but part of a multichannel effort• huge spikes in activity when AI staff and other human rights observers were arrested, and again when Libyan action was launched (UN)• up to 9 tweets per day, 4 press releases and facebook posts a day, 3 blog entries – on this issue alone
- #20 Direct mail response was softer than anticipated; didn’t make it in the mail until just a few days before Mubarak stepped down; wasn’t able to respond to changing conditions on the ground as quickly as we were via digital channels and the phone
- #23 Tailoring message example: Cross-channel marketing doesn’t mean sending the same ask out to each communication vehicle Orgs still need to tailor the ask to be channel-appropriate In our experience, fundraising asks typically haven’t performed all that well on social media So with the human rights crisis in the Middle East, for instance, we pushed related actions on Facebook and Twitter to promote list acquisition instead of heavily promoting fundraising asks We also will only typically promote actions to our mobile list if there’s an urgent, related call-in action
- #24 Example: We know that social media like Facebook and Twitter are big drivers of word-of-mouth and traffic (they are both in our top 10 referring domains), but we don’t see many gifts sourced to them relative to other channelsWe suspect that our donors engage with us via social media, but we as of yet don’t have the tools to monitor this We also can’t tell to what extent our donors and email subscribers are also engaged with us through social media channels
- #25 Like many other organizations, we have struggled ever since the advent of our online program with how to improve integration between our online and offline programs