create a successful multi-channel fundraising strategy

Create a Successful Multichannel Strategy

Presenters:

Frank Barry, Digital Marketing Director, Blackbaud

Kathryn Hall, Senior Client Success Manager, Blackbaud

Debbi Stanley, Client Success Manager, Blackbaud

Facilitator: Jenna Gebel, Resource Development Program Manager, GII

Agenda

• Welcome and introductions• Group interaction: Discussion of “pre-work”• Trends and opportunities: Why a multichannel

approach is key• Discussion: Build a plan for multichannel success• 10 things you can do today• QA and Closure

Learning Objectives

• Learn why and how to create a multi-channel individual giving strategy.

• Understand the fundamentals of an effective individual giving strategy, and how to tie in online and social media to your fundraising strategy to make it multi-channel.

• Leave with a blueprint for a comprehensive fundraising strategy at your Goodwill.

Presenters

Frank BarryDigital Marketing DirectorBlackbaud

Kathryn HallSr. Client Success ManagerBlackbaud

Debbi Stanley, CFREManager, Client SuccessBlackbaud

RAFFLE

The Evolution of Fundraising

• 15 years ago: Gather names/addresses, send mail, collect donations, refine and repeat

• 5 years ago: Gather names/addresses and emails, send mail and email, collect donations, refine and repeat

• Today: Gather names, emails, Likes, Follows, Retweets, shares, SMS phone numbers, pins … push out appeal to all of those channels … collect donations, analyze, refine and repeat

What Is Multichannel Fundraising?

• Multichannel fundraising cultivates individual donors to give through more than one method, principally:– Direct mail or “offline”– Events– Online

• Website• Social media• Mobile

• Multichannel communication is key to multichannel fundraising, but they’re not the same thing. The goal is to communicate with donors through multiple channels, and get them to give through multiple channels.

Success in Multichannel Fundraising

• Success = get online donors to give OFFLINE.

• What?

• Yes.

– Online donors often give more at first.

– First-time online donors give nearly double the amount of offline first-time donors: $62 versus $32.

• But online donors can be one-hit wonders, unless you convert them to offline giving channels. Then their lifetime value can be much higher.

ELEMENTS OF MULTICHANNEL ENGAGEMENT

Branding

• No matter what communications are going out –everything should be consistently branded! 

• Put together a style guide with your logo, font types, font sizes, logo guidelines and “voice.” This gives staff an easy-to-use reference guide and reduces inconsistencies.

• Apply these guidelines across all channels

• Pay attention to conventions of each channel: web and email content is pithier than print copy

Print

• Direct mail is still king.

• The majority of gifts are still received offline.

• This is also the strongest channel for retention.

• Print advertising reaches some demographics

Store

Email

• Email is effective, inexpensive way to reach donors and prospects

• Communications can be segmented.

• Similar to direct mail there are lots of options for personalization, with lower cost.

Website

• An up-to-date website that provides information about your organization is vital.

• Add regular news items, showcase sponsors, volunteers and donors

• Ensure minimum number of clicks to donate

• Make contact information easy to locate and accurate.

Social Media

• Creating a page is the first step in connecting with your supporters.

• Assign someone in your organization to be responsible for social media.

• Update your pages at least once a week with happenings within the organization.

• Make an effort to connect with the supporters that are following your page.

DISCOVERYPolls and discussion

TRENDS AND OPPORTUNITIESRisks and Rewards

More new donors give online

New online donors skew younger

• Online-acquired donors have different demographic profiles and different giving patterns than traditional, primarily direct mail-acquired donors.

• Most notably, online-acquired donors are significantly younger.

New online donors skew toward higher income

• Online donors also tend to have higher household incomes than mail-acquired donors.

Online donors give larger gifts

Online acquired donors have higher cumulative value

But they have lower retention rates

• Online-acquired donors tend to have slightly lower retention rates than mail-acquired donors.

• This is also generally true even when controlling for the age and income of the donor.

of online donors switch channels and give offline the next year

Source: 2011 donorCentrics Internet and Multichannel Giving Benchmarking Report

32%

Online to Offline Migration

True Multichannel Success

• The key statistic in ensuring higher lifetime giving seems to be conversion of online-acquired donors to offline donors.

• Direct mail is a very effective method of getting repeat gifts from donors.

• Over time, the high giving amounts of online donors coupled with the high donor retention rates provided by direct mail make for a powerful combination.

QUESTIONS?

BEST PRACTICES

INTEGRATE

Do you have departmental silos?

Marketing

Retail

Resource Development

IT

Data silos?

Retail

Direct Mail

Email

Direct Mail

Events

TelephoneIn Store

Social Networks

Web

Email

Online Giving

Peer to Peer

Advocacy

CRM

Mobile

The future is integrated

MAP CHANNEL PREFERENCES

An explosion of social tools sets an expectation for increasingly personal interactions and communication.

INCREASINGLY PERSONAL…

http://www.flickr.com/photos/clairity/152421481/

CHANNELPREFERENCES…

Each demographic group may have unique communication and channel preferences.

Photo: Francine Dufour Jones

Each generation has unique interests, communication preferences, and preferred giving channels

Your audience• Shoppers• Donors• Volunteers• Program participants

Demographics• Baby Boomers• Generation X• Generation Y• Generation “I”

Know your audience

Channel for Communication

Audience Segment Direct MailWeb /

Microsite EmailSocial Media Phone Store

Donors/Supporters x x x x x x

Program Participants

x x x x

Staff/Volunteers x x x x x

Bequests/Planned Giving

x x x

Press/Media x x x

• Each generation and audience segment has a way they prefer being communicated with.

• Strategy will vary by type of audience. You might use Twitter to keep in touch with Young Donors and Volunteers, but not for Bequests/Planned Giving

• For each event or campaign that you plan, consider efforts in each category• Results measurement should be part of the plan

COOPERATE

“We must, indeed, all hang together, or most assuredly we shall all hang separately.”

- Benjamin Franklin to the Continental Congress just before signing the Declaration of Independence, 1776.

Assign staff responsibilities

• Multi-channel fundraising often means drawing new lines of responsibility and interconnection

• Cooperation is essential• Database is key – “one point of truth” for knowing your constituents

Responsibility

Department or Role Direct Mail Website Email Social Media

Marketing

Development

Web

Database

“Jane the Intern”

Campaign calendar from The Art & Science of Multichannel Fundraising, Published by DirectMarketingIQ - www.directmarketingiq.com

Thanks to Goodwill/Easter Seals Minnesota

CREATE A COORDINATED CAMPAIGN

Email, web, forms, confirmations, social, mail, in-store ...

Tactics and Timing – Year End Campaign-S

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Examples

Examples

QUESTIONS?

PULLING IT ALL TOGETHERCreating a plan!

Creating a plan

1. Set fundraising goal

2. Where is it going to come from? Events Individual donors

3. Select and budget for the appropriate activities to reach all types of donors

4. Determine marketing activities

20 years

Planned andDeferred Givers

Major Givers

Annual / Recurring Givers

Occasional Givers, Event Participants

QUESTIONS?

ANALYZE

Campaign Landing Page

https://www.blackbaud.com/k-12/schools-out-for-summer

Website

Email

Facebook

Blog

Twitter

Conference/Brochure

http://bit.ly/k12conf

Setup• Campaign Landing Page >

https://www.blackbaud.com/k-12/schools-out-for-summer

– Email https://www.blackbaud.com/k-12/schools-out-for-summer?utm_source=BlackbaudList&utm_medium=email&utm_campaign=k12-schoolsout&utm_content=Fundraising

– Email 2 https://www.blackbaud.com/k-12/schools-out-for-summer?utm_source=PartnerList&utm_medium=email&utm_campaign=k12-schoolsout&utm_content=Fundraising

– Facebook https://www.blackbaud.com/k-12/schools-out-for-summer?utm_source=Facebook&utm_medium=social&utm_campaign=k12-schoolsout&utm_content=Fundraising

– Twitter https://www.blackbaud.com/k-12/schools-out-for-summer?utm_source=Twitter&utm_medium=social&utm_campaign=k12-schoolsout&utm_content=Fundraising

– Netwits Blog https://www.blackbaud.com/k-12/schools-out-for-summer?utm_source=Netwits&utm_medium=blog&utm_campaign=k12-schoolsout&utm_content=Fundraising

– Website Home Page https://www.blackbaud.com/k-12/schools-out-for-summer?utm_source=Blackbaud&utm_medium=website&utm_campaign=k12-schoolsout&utm_content=Fundraising

Results

Results

QUESTIONS?

5 THINGS TO DO IN JULYNo time like the present

Online Fundraising Cycle

• 35% of online giving happens in the final three months of the year• 20% happens in December

The Next 7 Months

Online / Offline Fundraising PlanJune July August September October November December

Offline Communication

Offline Events

Offline Fundraising Focus

Website Updates

Email Campaigns

Online FundraisingFocus

Peer to Peer Fundraising

Social MediaCampaigns

1. Prepare campaign calendar

• Plan activities for 3rd quarter as well as year end (4th quarter)• Include:

– Outgoing messages – online and offline– Landing pages– Home page features– Transactional forms– Social media – Acknowledgements and follow-up communication cycle

• Coordinate message and creative between marketing and development

2. Tune up website

• Set a clear path to financial gift – 1 or 2 clicks• Is the brand message clear? Goodwill = Jobs• Distinction between “Donate Goods” and

“Monetary Giving” • Create a landing page to support a campaign or

“monetary” giving in general• Focus on “tweaks” to streamline the website – a

redesign can take a year, we have a couple of months

Financial giving focus

3. Plan for online to offline engagement

• Create landing page with options for financial giving:– One-time gift– Monthly recurring gift– Honor/tribute gift– Ecard gift

• Prepare channel for offline follow up: – Thank you letters– Phone call– Direct mail

• Communicate online– Add to newsletter list– Segmented communications for financial supporters

4. Clear stewardship message

5. Collaborate

• Marketing, development/fundraising, IT/technical, executive management all have input

• Make success someone’s job: Who “owns” the results?

• Plan for the time commitment each person will need to make this plan a success

• Share copy and creative to make the best use of available resources, with adjustments for online: http://www.useit.com/alertbox/print-vs-online-content.html

• Set up regular check-ins and plan refreshes

QUESTIONS?

SUMMARY

ADDITIONAL RESOURCES

GII Online Giving Trainings

• Summer Conference 2012 (Miami, FL)– THEME: Crowd-sourced fundraising

• End-of-Year Planning Webinar (Q3)

MyGoodwill "Online Giving" Community provides a clearinghouse of resources, including promotional tools, forms and FAQs

Surveys and Whitepapers

• M+R and NTEN Report: 2012 eNonprofit Benchmark Study

• Convio Report: 2012 Convio Online Marketing Nonprofit Benchmark Index Study

• Blackbaud Report: The 2011 Online Giving Report

OnlineDonations Listserv

Updates and information sharing

For more information:

• Frank Barry, Digital Marketing Director, Blackbaud– Twitter: @franswaa– Blog: netwitsthinktank.com

• Kathryn Hall, Senior Client Success Manager, Blackbaud– Kathryn.Hall@blackbaud.com

• Adam Stiska, Online Media Manager, GII– Adam.Stiska@goodwill.org

• Jenna Gebel, Resource Development Program Manager, GII– Jenna.Gebel@goodwill.org

Evaluation

http://www.surveymonkey.com/s/6Y7GTYJ

We greatly appreciate your feedback!