The document discusses the importance of multichannel fundraising for nonprofits, highlighting case studies and strategies for building an effective campaign. It emphasizes the benefits of online engagement and consistency in messaging, along with lessons learned from various organizations. Additionally, the document provides practical resources and strategies for enhancing fundraising efforts across different channels.

1. Multichannel
Fundraising
Big Duck | Care2 |
National Wildlife Federation
June 14, 2012!
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2. #MCcampaigns
@starfocus
@care2
@farra
@bigduck
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3. © ymc_photos / flickr
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4. What we’ll cover
• Why multichannel campaigns?
• Multichannel case study: Fountain House
• Building your brand and generating leads
online using Care2 and more
• Digging into social media: National Wildlife
Federation case study
• Resources to make your multichannel
campaigns stronger
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6. Why multichannel
campaigns?
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7. Reasons Nonprofits
Communicate
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9. Be clear.
Be compelling.
Be consistent.
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10. Campaigns turn a series of
messages into a story with…
• A problem
• A solution
• A goal
• A timeline
• An action your audience can take
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11. Campaigns tell a story across
all elements…
• Consistent imagery
• Established goal/deadlines
• Campaign-specific landing pages
• Web promotion & social media engagement
• Reference URL in direct mail appeal
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12. Where do campaigns fit in?
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13. The results are worth it:
• Multi-channel ~ higher
lifetime donor value
• Many new donors give
first gift online
• A significant # of online
donors switch to offline
• People who ‘act’ online
= 7x more likely to give
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14. See it in action:
Fountain House
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24. 2011 Campaign Results
• Total raised: $88,390
• Average gift: $187.78
• 33.7% increase in online giving from
2010
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25. Lessons Learned
• Direct mail acquired list is ready to give
online
• Donors receptive to a different kind of
storytelling
• Increase appeared to result not just from
added appeals, but entire campaign
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26. #MCcampaigns

27. about
Citizens use Care2 for:
! Starting or signing petitions
Nonprofits use Care2 for:
! Volunteering
! Donating $ ! Recruiting Donors & Supporters
! Spreading news
! Traffic/Branding/Awareness
! Commenting on blogs
! Starting group (organizing) ! Advocacy
! Joining nonprofits ! Building Facebook fan base
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28. SETTING THE STAGE
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29. The Cold, Hard Facts
! Overall revenue from nonprofits declined again in 2011. The median drop
was 2.1 percent.
! Overall the number of donors for ALL nonprofits has declined over the last
six years by 5.3 percent. Why? The number of new donors being acquired is
shrinking. The overall number of New Donors acquired per year has
declined 14.6 percent over the last six years.
! Donors are becoming more generous. BUT the Increase in Revenue Per
Donor is still not compensating for the Declining Quantity of Donors.
! Across channels, 81 percent of all gifts last year came in via Direct Mail, vs.
6.4 percent coming Online, and 3 percent coming via Telemarketing.
2011 Target Analytics donorCentrics Index of National Fundraising Performance
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30. A Bright Spot
! Online giving is growing rapidly. The number of online
gifts is growing 22 percent per year, and the dollar value
of these gifts is growing 20 percent per year.
! Online gifts are also much bigger than donations made
via Direct Mail or Telemarketing. The average online gift
was $63, compared to $38 for Direct Mail and $39 for
Telemarketing.
2011 Target Analytics donorCentrics Index of National Fundraising Performance
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31. SIZE MATTERS
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32. A Large E-Mail List…
! is one of the key ingredients to grassroots strength
and campaign victories;
! means greater success in online engagement
including increased web traffic, brand buzz,
organic recruitment, advocacy and fundraising;
! provides instant feedback;
! matters to corporate sponsors;
! helps with media attention;
! and is one of an organization’s greatest financial
assets.
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33. Building the List
! Email Append
! Home Page Capture
! Involvement Campaign—pledge, petition, quiz, survey
! Take advantage of a hot topic
! Tell-a-friend
! Social Media Presence
! Banner Ads
! Co-registration
! Cost per lead partnership
! Keyword Search/Google
! Offline techniques
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34. “SO YOU’VE ACQUIRED THEM;
NOW WHAT?”
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35. COOKING OR CHAOS?
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36. Communication
Best Practices
! Immediate Welcome Notice (within 24 hours) with low level
engagement.
! Followed by two additional communications over the next two
weeks (include a fundraising ask).
! Monthly emails including:
! 1 Education
! 1 Engagement
! 1 Newsletter
! 1 Fundraising
! Seize any opportunity to communicate breaking news, or
crisis, etc.
! Track/source all communications
! Include online subscribers in your offline mail and phone
programs.
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37. THE CENTER FOR
REPRODUCTIVE RIGHTS STORY
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38. “We envision a world where every woman is free to
decide whether and when to have children, have
access to the best reproductive healthcare
available, and can exercise her choices without
coercion or discrimination. Plain and simple: We
envision a world where every woman participates
with full dignity as an equal member of society.”
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39. The Center: Facts & Figures
! The Center was founded in June 1992.
! Our Founders wanted an organization with a global vision.
! The Center’s mission: to use the law to advance reproductive freedom as a
fundamental human right that all governments are legally obligated to
protect, respect, and fulfill.
! The Center is based in New York City, but has offices in Washington D.C.,
Kenya, Colombia and Nepal.
! Docket load: 47 cases worldwide.
! Recent Successes: Oklahoma & Honduras
! In 2011, the Center raised $15,495,229 in financial support, 56% came from
foundations and 39% from individuals donors.
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40. The Center:
A Case Study
! In May 2009, the Center had a list of ~5,000 badly abused and
neglected email subscribers.
! No formal online program.
! The Center wasn’t using a Customer Relationship Management
(CRM) tool.
! Instead, emails were sent through an online mail vendor that only
sent email. There was no way to:
! Engage in online advocacy and grassroots lobbying
! Fundraise
! Share campaigns or engage supporters on social media
! Track information and evaluate statistics
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41. The Center:
A Case Study
! In August 2009, the Center started using Salsa as our CRM.
! In November 2009, we launched our first paid recruitment campaign
with a small budget.
! Today, the Center has 85,000 supporters on its list.
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42. The Right Tools & The Right
Strategy = Significant Growth
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43. The Center’s
FDA Campaign
! In 1999, the U.S. Food and Drug Administration (FDA) approves
Plan B—but with many unnecessary restrictions.
! In 2001, the Center begins its legal case against the FDA.
! In March 2010, the Center launches its first online advocacy
campaign targeting the FDA.
! Online Tactics:
! Action alert emails
! In-house Video
! Simultaneous Care2 Campaign
! Blog outreach
! Strong website presence with multiple opportunities to share content
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44. It broke!?!
At least there’s
the morning
Yeah, but the
after pill.
way they make
you get it is SO
embarrassing…
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45. Care2 Campaign
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46. FDA Campaign
Results
! House File: 2,863 actions = 20% response rate
! Video Views (YouTube and Vimeo): 14,696
! Care2 Campaign: 2,127
! Care2 featured the FDA campaign on its homepage and wrote a
blog about the campaign which quickly led to over 10,000 actions
taken and 2,000 comments.
! Organic List Growth (homepage): 794
! Featured in over 50 blogs
! Missed Opportunity: the Center was not conducting online
fundraising yet.
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47. FDA Campaign
Update
! In November 2010, the Center filed a motion for contempt against
the FDA .
! On December 7, 2011, the FDA was slated to finally end restrictions
on EC, but…
! The Center is now back in court.
! The Center partnered again with Care2 in February 2012:
! Care2 Email Acquisition: 3,030
! Care2 Daily Action: Generated over 2,300 actions and 1,100 new email
registrations
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48. Communications Strategies
Diversity of engagements:
Video Submissions: Not My Tax Dollars
! Antis in Congress intent on
separating all tax dollars from
anything remotely touching
abortion
! January 2010: List size only
~15k, roughly 1k on Twitter,
Facebook
! Received two dozen videos,
many from prominent bloggers
! More than 6,000 views.
Exposure to new audiences,
especially on important blog
networks
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49. Communications Strategies
New Yorker Style Cartoon Caption Contest
! To support our case against Texas’s mandatory ultrasound law,
asked folks to submit a caption for our cartoon
! More than 4,000 submissions
! Allowed supporters to vote for their favorite caption
! Winning caption featured on the Center’s website, eNews, email
and social networks
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50. Communications Strategies
Twitter Targeting
! Defeated an anti-
choice law in
Oklahoma
! Asked supporters to
tweet at OK Governor:
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51. What We’ve Learned
! charity: water likes to say: Make Mistakes Quickly
! Don’t be afraid to introduce new campaign ideas
! Identify audiences
! Manage expectations
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52. How We Evaluate Success
! Return On Investment (ROI)
! List Engagement
! High retention rates; low unsubscribes
! Convincing management to let you try something new!
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53. MOVING FORWARD
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54. The Essential Ingredients for a
Successful Long-Term Relationship
! Educate
! Engage
! Enhance
! Evaluate
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55. Confession: I am not a fundraiser
Nope.
I’m
bad
at
that.
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56. But I Will Raise Money for
Something I Believe In
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57. The only time fundraising on social
media has worked is when we integrated our
communications.
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58. Social Fundraising You Start
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59. Social Fundraising Others Spark
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60. Crowdfunding and Social
Fundraising Sites
• Causes • Help Attack!
• Razoo • DonorsChoose
• Kickstarter • GiveZooks
• Give Forward • JustGive
• DonateNow • Social Vibe
• Chipin • Sparked
• FirstGiving • Jumo
• Crowdrise
• Causevox The list goes on…
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61. Understand the Strengths of Each Medium
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62. Direct Mail
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63. Web and Email
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64. Make Things Shareable
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65. #Squirrels4Good
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66. Always Be Grateful!
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67. My Takeaways
1. Have a social plan for your fundraisers.
2. Make it compelling and easy to share.
3. Explore the tools available.
4. Always make the time to thank people!
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68. 12 ways to make your
campaign stronger
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69. 12 ways you can make your
campaign stronger
1. Identify and prioritize your goals
2. Find the biggest news in your space
3. Connect it to your org’s short-term
goals
4. Find the specific problem this news can
help you solve
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70. 12 ways you can make your
campaign stronger
5. Set an achievable goal for how you’ll
solve it
7. Select the right channels to reach
your audiences
8. Craft your calendar around deadlines
9. Reflect your organization’s tone and
style
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71. 12 ways you can make your
campaign stronger
9. Focus each message on one call to
action
10. Tell the same story in all elements
11. Report back to your audience on
impact
12. Analyze the results to inform the next
campaign
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72. Resources
• 12 Ways You Can Make Your Campaign Stronger
http://www.bigducknyc.com/blog
• eNonprofit Benchmarks Study
http://www.e-benchmarksstudy.com/
• 2011 Online Giving Report
https://www.blackbaud.com/2011MultichannelGivingReport
• 2011 Online Marketing Nonprofit Benchmark Index Study
http://www.convio.com/files/2011-Benchmark-Report.pdf
• 2012 Online Giving Study
http://www.onlinegivingstudy.org/
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73. Contact Farra / Big Duck
bigducknyc.com
bigducknyc.com/blog
farra@bigducknyc.com
twitter.com/farra and /bigduck
linkedin.com/in/farra
facebook.com/bigduck
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74. Contact Dane / Care2
care2.com
frogloop.com
daneg@care2team.com
twitter.com/care2
linkedin.com/pub/dane-grams/3/
a28/240
facebook.com/care2
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75. Contact Danielle / NWF
nwf.org
blog.nwf.org
brigidad@nwf.org
twitter.com/starfocus and /nwf
linkedin.com/in/daniellebrigida
facebook.com/nwf
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76. Thanks!
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