Multi-channel Fundraising, and maximizing donor engagement

Who Am I?

Mike Johnston

Founder, hjc,

Integrated Fundraising Specialist, Aerobics Instructor, Game Player, and Sports Fanatic

Take our online, integration survey at the end of the session!

• At the end of the session, we’ll ask you to go online and fill out our integration survey. We’ll select

1 WINNER

to receive complimentary 1-hour multi-channel, best practice, consulting session •

http://www.surveymonkey.com/s/5RNDHZ2

• We’ll pick the winner from those who complete the survey !

Examples without a theory or a hypothesis is like…

“Best practice fundraising creates results (statistics) that prove that fundraising integration of more channels and more areas of fundraising and non fundraising – is indeed, best practice.”

1) The Need

What is driving changes in how we fundraise?

2) The Value

What’s the value of being integrated?

3) Self-Assessment

Where are you as an organization?

4) Solution

How do you align culture, staff, and technology?

5) Evidence – Put It All Together

What does best practice integration look like?

The Need

1) Nonprofit offline donors are aging around the world 2) Donor files and acquisition list sources are shrinking 3) Revenues are flat and –in many cases–are falling 4) Fundraising costs are increasing/ fundraising margins are shrinking

Nonprofits need (younger) more valuable donors in many parts of the world

The Value

The Value: Qualitative

•

Integrated Marketing Benefits

• Deepens constituent loyalty and increases lifetime value • Strengthens the brand • Engage new audiences, grow revenue, and maybe even save money. • Audiences

are becoming increasingly multi channel – in every country -

and greater data intelligence is required to raise more money .

Increasingly Multi-Channel Behavior

% Who Agree, Appropriate S olicitation Channel

GEN Y GEN X MAIL EMAIL SOCIAL MEDIA

77% 76% 69% 79% 69% 60%

PHONE

51% 42%

TEXT

38% Source: Next Generation of Canadian and American Giving 25%

BOOMER

74% 60% 38% 39% 16%

MATURE

77% 51% 17% 34% 13%

Best Practice

• The Brady Campaign started with 38,000 email addresses – 16,000 were Brady members – 22,000 were non-donor activists

Rapidly Growing An Email File

• Launched branded campaign and microsite NRAblacklist.com supported by a print ad campaign • The site had a visitor to “signer” conversion rate of 40% • Grew email list from 38,000 to 101,257 in under 3 months

Sustaining Engagement

Growth of NRAblacklist.com was followed by urgent federal legislative battles

Started a new branded campaign: stoptheNRA.com

Multi-Channel: Acquisition – Best Practice

An online advocacy effort by the Brady Campaign grew their

email file from 40K to140K

. The vast majority were new prospects.

Email Solicitation

0.37%; $46 avg. gift

Direct Mail Solicitation

1.26%; $24 avg. gift

Phone Solicitation 21%; $27 avg. gift

Best Practice Takeaways…

• Don’t Wait! Integrate online non donors into online, direct mail, and telephone conversion as soon as you have enough for a good test. Remember: younger donors ACCEPT more channels for solicitation!

• Flanker Brand Campaigns. online non donor list.

Need constant campaigns (like NRAblacklist.com) to grow your • Petitions. Build campaigns around online petitions so that you get full address.

Best Practice: Integration Increases Multi-Channel Loyalty and Value Annual Donor Value 1 Retention Rate 2

$255.74

82.3% $191.35

70.1% 62.3% $102.64

Sources: 1. total contributions over 12 month period, excluding $10k+ gifts for SPCA of Texas 2. Ibid. Comparison of retention rates for multi-year donors, SPCA of Texas

Multi-Channel Grows Revenue: Spanish Best Practice

• Campaign subject: Safiya Hussaini – Condemned to brutal execution by neighbors • Campaign goals: Amnesty Spain wanted signatures and money to stop the execution (fixed date) • Strategy: Build an emotional/powerful campaign to save her • Integrate channels

World Class Best Practice: Integrated Marketing Strategy

Letters to leaders News coverage TV Radio Letters to leaders News Coverage Banners Publicity Internet

Call center amnistiaporsafiya.org

letters

Publicity News coverage Press Email Marketing E-mail Face to Face Letters to university students 17/19 Amnesty International Spain

• AI Spain sent a stone with a letter to the opinion leaders • This was distributed in the university

Direct Mail

Amnesty International Spain 18/19

Online Marketing

• • Collected approximately 300,000 “warm” emails through viral marketing campaign Sent out approximately 240,000 emails in a test: half text only email/half HTML email

Online Appeal Results

• 1,022 monthly donors, giving an annualized income over 130,000 Euros • 688 single donors giving an average gift of 50 Euros •

HTML had a 50% better response than the text only email

Continued Online Marketing

• Well darn, that worked well! Let’s do it again!

• Collected 220,000 more warm emails and sent out an HTML version of the same email from two month prior. The results: – 1,478 monthly donors, giving an annualized income over 160,000 Euros – 977 single donors giving an average gift of 44 Euros

Overall Results

• Safiya was saved • 1,170,535 petitions were delivered to the Nigerian Embassy.

• Spanish goverment communicated directly with Nigerian authorities on this case • AI Spain found 5,000 new members – both monthly and single gift donors through an integrated fundraising and marketing approach!

•

What could have been better or has changed since then? What channels? What areas of fundraising?

Amnesty International Spain 16/19

Self-Assessment to be Best Practice

Where Are You in the Multi-Channel Evolution?

Single

Where are You?

Silos Coordinated Integrated

• Online Marketing Makes Minimal Contribution • Calendar-Based Campaigning • Not Financially Committed to Second Channel • Separate Metrics & Team for Online Marketing • No Calendar / Campaign Coordination • Online Constitutes 5 25% Direct Response Revenue • Thematically Integrated • Coordinated Appeals • Integrated Calendar • Shared Metrics • More Stuff, More Channels • Unified Strategy & Full Integration Across Channel Managers • Measures Success Across Channels, Not By Channel • Seamlessly Integrates New Media • Shared success, budget and goals

Which Type of Organization

Type A

Are You?

Type B Tension

Fear Anxiety

Behavior

Blaming Self-interest Political

Outcome

Burnout, Detachment Stagnation, Isolation Downgrading

Tension

Innovation Creativity

Behavior

Cooperation Teamwork Productive

Outcome

Achieve Goals Shared Success Rewards Source: Mark Climie Elliott, HJC Senior Consultant, “Turning Point” Webinar, April 15, 2010.

On A Scale of 1 5…

• “1” = Type A, “5” = Type B • Where do you fall on the scale?

Multi-Channel Sophistication Not Correlated with Org Size (or country!)

“ANYTHING is possible, but NOT EVERYTHING is possible.”

• Two factors that have the

greatest impact

on advancing integrated marketing & communications: – An organization’s / leadership’s commitment to the philosophy – Investing in the mechanics to make it happen • Absence of these becomes a real barrier to integration.

Solution

• Getting people to change – to become best practice

Where to Begin? Release the Fear.

• To create change – you need a process.

• System • Input • Challenge • Three drivers of change for a more integrated organization: • People • Knowledge • Technology

Shared Reality

• Your organization as it is today: – How you see it – your reality – How others see it – their reality – No right or wrong – simply respected observations • Collectively, this becomes your “shared” reality.

Reality is something you rise above.

Liza Minelli

Shared Future

• Shift ahead & articulate a shared vision or desired state of what you want (or think) your fundraising will look like in 3-5 years • Can be applied to any time frame • Short-, Mid-, Long-Term

The Camembert

All the rest: Online

1%

; Legacy

2%

; Major

3%

; Corporate

4%

; Government and Foundations

3%

The Camembert

All the rest: Online

25%

; Legacy

12%

; Major

3%

; Corporate

8%

; Government and Foundation

3%

A Quick Exercise

• Draw your fundraising pie charts:

NOW 2021

Integration of all LEVELS of giving

Legacies, Large Gifts and smaller gifts..

Second Step Today you are helping Greenpeace to have a better Planet for the future generations Would you like to keep on helping Greenpeace in the future?

With your legacy you can donate a part or all your possessions to keep on helping Greenpeace If you want more information please contact Alberto.

• Online • Focus Groups • Events • Telephone • Visits • Direct Mail • A ‘symphony’ of channels…

Face to Face, mail, phone, online

• Dozens of legacies • Hundreds of individuals who WANT a visit!

• Millions of dollars in potential gifts that were uncovered through an integrated fundraising approach

Integrated Survey: Best Practice

• The cultivation survey: – Sent to 57,400 donors – 3 key segments: Monthly, Active & Lapsed – 5,530 responses (response rate of 11%) – Raised $17,574 – a bonus!

– Reactivated 30 donors – Found 85 expectances and 292 legacy leads and 143 middle and major donor leads!

–

Key: shared budgeting!

The goals of the survey

1. Collect personal preferences of donors for targeted marketing appeals 2. Collect demographic data for marketing purposes – and connect it automatically to the database!

3. Build a deeper relationship with donors – give them a platform to be heard 4. Uncover leads for other forms of giving – including legacies, middle gifts, and major donor gifts 4/30/2020 proprietary and confidential 42

Facilitation

Getting everyone on the same page

Integrated Planning: a full contact sport…

What does a face-to-face have to do to be successful?

• You must bring senior management e.g. VP, CEO level staff into the planning of an online and integrated plan • You must have one person to manage facilitation • You must be able to facilitate a face-to-face session that brings diverse teams together to plan together • You must have the ability to forge agreement (budget, responsibilities, etc) on an integrated plan that includes many departments, many channels

What do you do before you meet?

• Talk, and listen, to team members • Review the past, the current reality, and future plans • Analyze the data • Prepare for a face to face session that will push, pull, cajole, challenge and team build.

What do you do before you meet?

• •

Talk,

and

listen

, to team members • Review the

past

, the

current reality

, and

future plans Analyze

the data • Prepare for a face to face session that will

push, pull, cajole, challenge

and team build.

The Balanced Scorecard

The

Dramatic Oversimplifcation

of Integrated Fundraising, Marketing, Communications and Campaigning

4/30/2020 proprietary and confidential 49

The Evidence

Putting It All Together

A Public Broadcaster

• Brand is perceived as authentic • They have moved away from a past of innovation to a current reality of ‘silos’

Things needed to be improved

• 2nd gift conversion dropped from 83% to 30% • Net loss of donors since 2005.

• LTV of donors decreasing significantly since 2001 • Magazine, which was the primary stewardship vehicle, stopped in 2007.

• Share of voice, i.e.number of times donors hear from TVO in a year, has decreased.

It would take an integrated solution…

• Senior management support • Cross departmental cooperation • Create an integrated plan and stick to it

Online and offline integration

Online and offline integration

Launched Impact Report for Donor Loyalty

Launched Symbolic Giving

• Promoted online and through web • Donor direct mail piece • Householder • Brochure in Impact Report • Focused direct response TV advertisements • Streamlined online fundraising • Launched new microsite with focused campaign feel • Built email list through “pledge sign-up” • Ran focused e-mail conversion strategy • End of year e-mail appeals

Launched Symbolic Giving

Launched cultivation mailings

• Highlighted 40th anniversary • Telemarketing • Integrated Telemarketing with DM strategy • Follow-up post direct mail appeal • In-bound support • • Brought in industry-leading call centre to handle inbound fundraising calls outside of regular hours (weekends/holidays etc.)

Introduced integrated (mail, phone, online) renewal strategy

Results – 2010 and 2011

• Q3 -

26%

increase over same quarter previous year • Q4 -

40%

increase over same quarter previous year • 2011 – continued increase of

25%

from 2010

Remember to fill out the online survey to win FREE consulting from me

•

http://www.surveymonkey.com/s/5RNDHZ2