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Don’t	
  let	
  bad	
  data	
  be	
  the	
  Grinch	
  
to	
  your	
  holiday	
  appeal	
  
a	
  webinar	
  from	
  Adcieo	...
Welcome	
  
*  The	
  holidays	
  are	
  upon	
  us	
  
*  Everyone	
  is	
  busy	
  
*  Your	
  year-­‐end	
  appeal	
  i...
Agenda	
  
1. 
2. 
3. 
4. 
5. 
6. 
7. 

Introductions	
  
Look	
  at	
  the	
  before	
  and	
  after	
  activities	
  of	...
Who	
  are	
  we?	
  Adcieo	
  
*  Adcieo	
  is	
  a	
  leader	
  in	
  fundraising	
  consulting,	
  social	
  media	
  a...
Who	
  are	
  we?	
  Third	
  Sector	
  Labs	
  
*  Third	
  Sector	
  Labs	
  is	
  a	
  data	
  services	
  company	
  c...
Don’t	
  let	
  bad	
  data	
  be	
  the	
  Grinch	
  
to	
  your	
  holiday	
  appeal	
  

Shall	
  we	
  get	
  started?...
Your	
  year-­‐end	
  appeal	
  
It’s	
  December	
  …	
  
	
  
	
  Planning	
  done	
  
	
  Website	
  updated	
  
	
  Di...
What’s	
  on	
  everyone’s	
  mind?	
  
Chairman:	
  	
  
“Did	
  we	
  hit	
  
our	
  goal?”	
  
	
  

Executive	
  
Director:	
  	
  
“What’s	
  the	
  
number?...
Is	
  anybody	
  talking	
  about	
  the	
  most	
  
common	
  mistakes	
  made	
  with	
  an	
  
annual	
  fundraising	
 ...
The	
  anatomy	
  of	
  the	
  	
  
annual	
  appeal	
  
Let’s	
  break	
  it	
  down	
  (briefly)	
  
#1:	
  	
  Components	
  
Planning
&	
  budget	
  

Style	
  

Content	
  
Materials	
  

Data	
  

Year-­‐end	
  appeal	
...
#2:	
  	
  Schedule	
  of	
  activities	
  

Before	
  
•  Planning	
  
•  Messaging	
  
•  Materials	
  
•  Website	
  
•...
What	
  are	
  the	
  most	
  	
  
common	
  mistakes?	
  
What	
  do	
  the	
  experts	
  say?	
  
Our	
  approach	
  to	
  answering	
  the	
  question	
  
Start	
  with	
  the	
  leading	
  search	
  
engines	
  …	
  
	...
And	
  our	
  survey	
  found	
  …	
  
*  Top	
  30	
  articles	
  
*  90%+	
  in	
  the	
  past	
  two	
  years	
  

*  1...
Examples	
  of	
  what	
  we	
  found	
  
Content	
  only	
  
*  Weak	
  call	
  to	
  action	
  (CTA)	
  
*  Failure	
  t...
Examples	
  of	
  what	
  we	
  found	
  
	
  
Content	
  and	
  data	
  
*  Treating	
  all	
  donors	
  the	
  same	
  
...
Examples	
  of	
  what	
  we	
  found	
  
	
  
Data	
  only	
  
*  Failure	
  to	
  reach	
  out	
  to	
  lapsed	
  donors...
Part	
  of	
  the	
  problem:	
  
Nobody	
  is	
  talking	
  “data”	
  
Recommendations	
  for	
  “Content	
  +	
  Data”	
...
Part	
  of	
  the	
  problem:	
  
Nobody	
  is	
  talking	
  “data”	
  
Nobody	
  explains	
  things	
  like	
  …	
  
*  H...
We	
  graphed	
  the	
  problem	
  
(because	
  we	
  are	
  data-­‐geeky	
  people)	
  
Before	
  ………….	
  After	
  

Examples	
  of	
  the	
  advice	
  
Thank	
  donors	
  
Track	
  responses	
  vs	
  messages...
Before	
  ………….	
  After	
  

Few	
  even	
  	
  
reference	
  “data”	
  

4%	
  

2%	
  

1%	
  

4%	
  

81%	
  

6%	
  ...
The	
  mistake	
  about	
  the	
  most	
  
common	
  mistakes	
  
What	
  does	
  the	
  survey	
  data	
  tell	
  us?	
  
The	
  survey	
  data	
  says	
  …	
  
*  81%	
  focus	
  on	
  content	
  related	
  activities	
  
before	
  the	
  appe...
What	
  do	
  we	
  do?	
  
Where	
  do	
  we	
  start?	
  
We	
  think	
  …	
  
“It	
  is	
  a	
  capital	
  mistake	
  to	
  
theorize	
  before	
  one	
  has	
  
data.	
  Insensib...
Two	
  rules	
  to	
  remember	
  
Rule	
  #1:	
  
*  If	
  the	
  data	
  is	
  poor,	
  the	
  content	
  does	
  not	
 ...
So,	
  what	
  are	
  you	
  doing	
  wrong?	
  
Let’s	
  look	
  at	
  an	
  example	
  
Let’s	
  look	
  at	
  an	
  example	
  
GEDCO	
  Donor	
  

Individuals	
  

Corporations	
  

- 
- 
- 
- 
- 
- 

- 
	
  
- 
- 
- 
	
  

Older	
  Adults	
  
Profe...
How	
  does	
  GEDCO	
  reach	
  it’s	
  donors?	
  

• 
• 
• 
• 
• 
• 

Direct	
  Mail	
  and	
  Newsletters	
  
Online	
...
From	
  data	
  to	
  impact	
  
Results:	
  Comparison	
  of	
  EOY	
  Giving	
  	
  

$160,000	
  	
  
$140,000	
  	
  
$120,000	
  	
  

Online	
  Donat...
Why	
  the	
  Increase?	
  

	
  

þ New	
  donors	
  	
  
þ Higher	
  gifts	
  from	
  current	
  donors	
  
þ Use	
  ...
Bringing	
  it	
  all	
  home	
  
First	
  and	
  foremost	
  
	
  

Act	
  now!	
  -­‐	
  the	
  “after”	
  is	
  next	
  year’s	
  “before”	
  
Our	
  recommendations	
  
Your	
  appeal	
  is	
  underway	
  …	
  data	
  is	
  coming	
  …	
  are	
  you	
  
prepared?	...
Our	
  recommendations	
  
Then	
  commit	
  …	
  
1.  Clean	
  your	
  data	
  …	
  REGULARLY	
  
2.  Check	
  all	
  dat...
Our	
  recommendations	
  
Finally	
  …	
  
1.  Plan	
  and	
  budget	
  for	
  good	
  data	
  management	
  
	
  
	
  
	...
Conclusion	
  

Begin	
  planning	
  NOW	
  for	
  the	
  next	
  appeal,	
  and	
  start	
  from	
  
the	
  data	
  
	
  ...
Questions	
  ???	
  

You	
  can	
  read	
  more	
  about	
  this	
  topic	
  on	
  our	
  blog	
  at:	
  	
  
http://3rds...
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Don't let bad data be the grinch to your holiday appeal (dec 10 2013)

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Don't let bad data be the Grinch to your holiday appeal

Your year-end holiday appeal is about to launch. Most of the work has been done. What next?

If you are like most organizations, you can't wait for the responses to start coming in. The impact of your holiday appeal reaches throughout your organization. But are you ready to manage the response? Did your plan include a 'before' and 'after'? Are you managing your donor data, or is it managing you?

-The most common advice consultants are sharing with their clients about fundraising mistakes - and why they are wrong.

-How bad data trumps the best of content.

-What you can do now to make next year's appeal more successful.

Published in: Technology, Business
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Don't let bad data be the grinch to your holiday appeal (dec 10 2013)

  1. 1. Don’t  let  bad  data  be  the  Grinch   to  your  holiday  appeal   a  webinar  from  Adcieo  and  Third  Sector  Labs  
  2. 2. Welcome   *  The  holidays  are  upon  us   *  Everyone  is  busy   *  Your  year-­‐end  appeal  is  under  way  (hopefully)   *  We’d  like  to  talk  about  how  to  improve  that  appeal     …  now   …  after  you  just  launched  one   …  before  you  get  wrapped  up  in  the  next  task  
  3. 3. Agenda   1.  2.  3.  4.  5.  6.  7.  Introductions   Look  at  the  before  and  after  activities  of  the  annual  appeal   Review  what  the  experts  tell  you   Separate  data  from  content   Looking  at  an  example   Recommendations   Conclusions  
  4. 4. Who  are  we?  Adcieo   *  Adcieo  is  a  leader  in  fundraising  consulting,  social  media  and   the  use  of  fundraising  technology   *  Dennis  Chyba  is  the  Founder  and  President   *  Dennis’  leadership  experience  includes  both  Kintera  and   YMCA  of  the  USA   Website: Email:   LinkedIn:        www.Adcieo.com    dennis.chyba@adcieo.com      www.linkedin.com/in/dennischyba  
  5. 5. Who  are  we?  Third  Sector  Labs   *  Third  Sector  Labs  is  a  data  services  company  challenging   nonprofits  to  re-­‐think  their  data  practices   *  Gary  Carr  is  the  Founder  and  President   *  Gary’s  leadership  experience  includes  Carr  Systems,  Kintera,   KindMark  and  United  Way   Website:    www.ThirdSectorLabs.com     Email:      gcarr@thirdsectorlabs.com   LinkedIn:    www.linkedin.com/in/gpfcarr   Our  data  tip  of  the  week:    Facebook  &  Twitter  
  6. 6. Don’t  let  bad  data  be  the  Grinch   to  your  holiday  appeal   Shall  we  get  started?  
  7. 7. Your  year-­‐end  appeal   It’s  December  …      Planning  done    Website  updated    Direct  mail  to  the  post  office    Emails  sent    Social  messaging  set  
  8. 8. What’s  on  everyone’s  mind?  
  9. 9. Chairman:     “Did  we  hit   our  goal?”     Executive   Director:     “What’s  the   number?”     Anonymous   staffer:   “How  many   shopping  days   are  left?”     Director  of   Development:   “Can  I  keep  my   job?”    
  10. 10. Is  anybody  talking  about  the  most   common  mistakes  made  with  an   annual  fundraising  appeal?     Is  it  too  late?   No  …  and,  no!  
  11. 11. The  anatomy  of  the     annual  appeal   Let’s  break  it  down  (briefly)  
  12. 12. #1:    Components   Planning &  budget   Style   Content   Materials   Data   Year-­‐end  appeal  
  13. 13. #2:    Schedule  of  activities   Before   •  Planning   •  Messaging   •  Materials   •  Website   •  Direct  mail   •  Email   •  Social  media   During   •  Donations   received   •  Inquiries   answered   After   •  Enter  data   •  Update  records   •  Send  out  responses  
  14. 14. What  are  the  most     common  mistakes?   What  do  the  experts  say?  
  15. 15. Our  approach  to  answering  the  question   Start  with  the  leading  search   engines  …     Use  a  variety  of  search   terms  and  questions  …     To  find  the  most  consumed   advice  …  
  16. 16. And  our  survey  found  …   *  Top  30  articles   *  90%+  in  the  past  two  years   *  156  total  recommendations   *  Which  we  organized  as  follows:   *  Content  only   *  Content  and  data   *  Data  only  
  17. 17. Examples  of  what  we  found   Content  only   *  Weak  call  to  action  (CTA)   *  Failure  to  tell  stories   *  Failure  to  demonstrate  impact   *  Failure  to  personalize   *  Small  fonts   *  Too  much  content  …  too  little   *  Too  many  communications  …  too  few   *  Sloppy  mistakes,  misspellings   *  Failure  to  thank  donors  
  18. 18. Examples  of  what  we  found     Content  and  data   *  Treating  all  donors  the  same   *  The  ask  is  too  small   *  Failure  to  track  responses  to  the  appeal,  analyze  the  results   *  Failure  to  research  prospective  donors  /  audiences  in  order   to  determine  the  right  message  
  19. 19. Examples  of  what  we  found     Data  only   *  Failure  to  reach  out  to  lapsed  donors   *  Failure  to  reach  out  to  new  donors   *  Failure  to  track  fundraising  stats   *  Failure  to  clean  and  update  your  donor  list  
  20. 20. Part  of  the  problem:   Nobody  is  talking  “data”   Recommendations  for  “Content  +  Data”  …   Recommendations  for  “Data”  …     All  require  interpretation  to  understand  that  the  issue  is  data.  
  21. 21. Part  of  the  problem:   Nobody  is  talking  “data”   Nobody  explains  things  like  …   *  HOW  you  do  something  such  as  track  an  appeal  response   against  the  message  …  or  how  NOT  to  treat  all  donors   the  same   *  HOW  to  analyze  lapsed  givers     This  work  starts  with  data.  
  22. 22. We  graphed  the  problem   (because  we  are  data-­‐geeky  people)  
  23. 23. Before  ………….  After   Examples  of  the  advice   Thank  donors   Track  responses  vs  messages   Track  donor  stats   Send  reminders     Collect  the  pledge   Convey  urgency,  impact   Simple  writing  style   Larger  asks   Personalize   Don’t  treat  all     Tell  stories   Stronger  CTA  donors  the  same   Don’t  ignore  lapsed    donors   Envelope  design   Research  prospects                        Mailing  list   Fonts   Better  plan   Content  ………….  Data  
  24. 24. Before  ………….  After   Few  even     reference  “data”   4%   2%   1%   4%   81%   6%   2%   Content  ………..….  Data  
  25. 25. The  mistake  about  the  most   common  mistakes   What  does  the  survey  data  tell  us?  
  26. 26. The  survey  data  says  …   *  81%  focus  on  content  related  activities   before  the  appeal   *  12%  vaguely  discuss  content-­‐related   data  issues,  but  offer  little  direction   *  3%  address  data   *  7%  discuss  what  to  do  after  the  appeal   …  and  most  are  thank  you  reminders  
  27. 27. What  do  we  do?   Where  do  we  start?  
  28. 28. We  think  …   “It  is  a  capital  mistake  to   theorize  before  one  has   data.  Insensibly  one  begins   to  twist  facts  to  suit   theories,  instead  of  theories   to  suit  facts…”                                      -­‐-­‐  Sherlock  Holmes                                            “A  Scandal  in  Bohemia”  
  29. 29. Two  rules  to  remember   Rule  #1:   *  If  the  data  is  poor,  the  content  does  not  matter     Rule  #2:   *  What  you  do  AFTER  the  appeal  matters  as  much  as  what   you  did  BEFORE    
  30. 30. So,  what  are  you  doing  wrong?   Let’s  look  at  an  example  
  31. 31. Let’s  look  at  an  example  
  32. 32. GEDCO  Donor   Individuals   Corporations   -  -  -  -  -  -  -    -  -  -    Older  Adults   Professionals   Retirees   Faith  Based   Baltimore  Natives   Volunteers   Member   Organizations   Baltimore  Based   Shared  Vision   Personal  Connection    
  33. 33. How  does  GEDCO  reach  it’s  donors?   •  •  •  •  •  •  Direct  Mail  and  Newsletters   Online  Engagement   Events   Phone-­‐A-­‐Thon   Board  Fundraising   Individual  Calls  
  34. 34. From  data  to  impact  
  35. 35. Results:  Comparison  of  EOY  Giving     $160,000     $140,000     $120,000     Online  Donations     $100,000     $80,000     Appeal   Responses   $60,000     ThanksGiving   Tribute     $40,000     $20,000     $0     EOY  2012   EOY  2011    
  36. 36. Why  the  Increase?     þ New  donors     þ Higher  gifts  from  current  donors   þ Use  of  communications   þ   Supported  and  framed  final  appeal     þ   Personal  look  at  residents  and  clients  
  37. 37. Bringing  it  all  home  
  38. 38. First  and  foremost     Act  now!  -­‐  the  “after”  is  next  year’s  “before”  
  39. 39. Our  recommendations   Your  appeal  is  underway  …  data  is  coming  …  are  you   prepared?   1.  Control  your  data  inputs   2.  Clean  before  spring   3.  Measure  and  track  appeal  success  
  40. 40. Our  recommendations   Then  commit  …   1.  Clean  your  data  …  REGULARLY   2.  Check  all  data  sources  into  your  db     3.  Ask  for  the  data  that  you  want  from  your  donors   *  This  is  the  easiest  and  cheapest  way  to  enrich  your  data   4.  Segment  your  donors  and  messaging   *  Do  you  know  how  your  donors  want  to  communicate?   *  Are  you  delivering  the  right  messages  to  the  right  people?  
  41. 41. Our  recommendations   Finally  …   1.  Plan  and  budget  for  good  data  management        Don’t  be  the  1%-­‐er  
  42. 42. Conclusion   Begin  planning  NOW  for  the  next  appeal,  and  start  from   the  data     AND  by  the  way  …     This  advice  applies  to  ALL  of  your  giving  programs,   campaigns,  events      
  43. 43. Questions  ???   You  can  read  more  about  this  topic  on  our  blog  at:     http://3rdsectorlabs.com/data/dont-­‐let-­‐bad-­‐data-­‐be-­‐ the-­‐grinch-­‐to-­‐your-­‐holiday-­‐appeal/    

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