motivate your fundraisers to higher goals with incentive marketing programs

Mo#vate  Your  Fundraisers  to  Higher  Goals  with  Incen#ve  

Marke#ng  Programs  

Who is FirstGiving

Fundraising solutions

Personal Support for your nonprofit, donors, and fundraisers Easy, tested, and secure transaction processes for the donor

Peer-to-Peer Fundraising Pages and Event Registrations

Donor Analytics and Market Research

Online Donations

Key  Takeaways  to  increase  income  

•  Integrating  an  online  fundraising  platform  &  recognition  gift  program  for  maximum  income  

•  Impact  of  Income  Triggered  Email  Campaigns  (ITEC)  on  income  

•  Impact  of  gift  program  on  income  •  Learn  how  other  organizations  have  succeeded  with  similar  integration  

What  does  Turnkey  do?    

•  Recognition gift programs to increase fundraising

•  Marketing campaigns about the

recognition gift programs deployed both inside and outside of Blackbaud

CLIENTS  Include  

•  Alzheimer’s Association •  American Cancer Society •  American Lung Association •  Autism Speaks •  Hydrocephalus Association •  Melanoma Research Foundation •  National Psoriasis Foundation •  One Home Many Hopes •  Special Olympics •  Susan G. Komen

Our Model

Turnkey Promotions Recognition Program

Best  prac#ces  to  produce  results    

•  Online fundraising platform •  Pre event marketing •  Ongoing, personal communication •  Timely fulfillment of the promise •  Evaluate and adjust

Data  is  the  fuel  

Data  Collec*on  

ITEC  

Cer*ficates  

Analysis  

Recruitment  and  

Reten*on  

Participant Experience Register • Via event online platform to collect data

Fundraise • Receive encouraging ITEC managed by Turnkey

EVENT DAY

Redeem Gift •  Receive coded certificate (email/postal) managed

by Turnkey

 Receive Gift • Delivered by Turnkey with thank you insert

#1 Key Component

1.  Robust communications and marketing

2.  Personalized, direct delivery

certificates

3.  Branded product and timely fulfillment

4.  Evaluate and adjust annually

Marke#ng  a  recogni#on  program  •  Posters •  Fliers •  Sample kits •  Word of mouth •  Social media •  Email marketing directly to

fundraisers

Income  Triggered  Email  Campaign  

•  ITEC = Most important element

•  Direct to participant communication = key

•  Timed and personal

•  We “dangle the carrot” to motivate

•  Opt out rates = practically zero

•  Turnkey managed or within online platform

ITEC Open Rate Example

•  1,810 emails sent on 5/14/10

•  63% of all recipients opened email

•  85% clicked a link

•  0.34% (6) unsubscribed

ITEC  Impact  on  Fundraisers:  Special  Olympics  –  Virginia  Polar  Plunge  

•  Online participants only

•  Control group did not receive ITEC

•  Test group received ITEC

•  6 week, pre-event campaign

$0

$20,000

$40,000

$60,000

$80,000

$100,000

MoneyRaised

Group  1  (control)Group  2  (test)

21% more money

from ITEC group!

ITEC Impact on Donations Special Olympics – Iowa Over the Edge

•  Online participants only

•  Reviewed donation activity

•  Reviewed donation dollars

•  14 total ITEC messages

Donation activity increased!

236% increase

256% increase

Higher dollars raised!

199% Increase

219% Increase

#2 Key Component

1.  Robust communications and marketing

2.  Personalized, direct delivery certificates

3.  Branded product and timely fulfillment

4.  Evaluate and adjust annually

Personalized, Direct Delivery Certificates

•  Data submitted in electronic format

•  Personalized to participant

•  Certificates via email or postal

•  Multiple attempts to deliver(3)

Higher redemption rates

Division Certificate Delivery % Redeemed Likelihood of Delivery

OH EMAIL 37% High CA EMAIL 38% High GW EMAIL 40% High OH Postal 41% High CA Postal 41% High GW Postal 34% High OH Non-Personalized 2% Low CA Non-Personalized 3% Low GW Non-Personalized 7% Low

Measurable ROI

Division

NON-Redeemers

Average Fundraising

REDEEMER Average

Fundraising

REDEEMER Average gift investment

(6%) REDEEMER

ROI CA10 $610 $844 $51 358%

GW10 $832 $1,162 $70 371%

OH10 $908 $1,065 $64 145%

#3 Key Component

1.  Robust communications and marketing

2.  Personalized, direct delivery

certificates

3.  Branded product and timely fulfillment

4.  Evaluate and adjust annually

Gifts Branded – Limited - Restricted •  Trophy value

–  Logo ties to emotion

–  Limited choice defines meaning

–  Restricted availability increases value

•  Recruitment and event growth

•  Appropriate  

Timely Fulfillment •  Certificate distribution within 1 week

•  Stocked gifts ship within 10 days

•  Manage participant customer service

•  Reputable carrier

ITEC and Branded Gifts = Higher Income & New Fundraisers?

Susan G. Komen - Kansas City

¡ Online fundraising participants only

¡ Gift earning participants only

¡ Two (2) year comparison

Fundraisers & Income increased!  

234% Increase in Fundraisers

103% Increase in Fundraiser Income

Redeemers  raise  more  

$982  

$253  

$0  

$200  

$400  

$600  

$800  

$1,000  

$1,200  

Redeemers Non-­‐Redeemers

Avg  Dollars  per  Fundraiser

Avg  Dollars  per  Fundraiser

#4 Key Component

1.  Robust communications and marketing

2.  Personalized, direct delivery certificates

3.  Branded product and timely fulfillment

4.  Evaluate and adjust annually

How’s  it  possible  

•  Data  collection  •  Online  fundraising  platform  •  Personalized,  coded  certificates  •  Certificate  delivery  direct  to  participant  

Top  10  things  you  can  do  to  make  your  incen#ve  program  produce  measurable  ROI  

 1.  Use your recognition program as a recruitment tool. 2.  Push all registrants onto Blackbaud, for communications channel. 3.  Communicate using the fundraiser’s name, and info about them. 4.  Learn and use all features your org owns in BB to communicate. 5.  Drink this Kool-Aid – high fundraisers want recognition gifts

regardless of how they answered the survey question. 6.  Recognize early and often to impact fundraising behavior. Avoid your

program morphing into a “thank you” gift. 7.  Consider recognizing at individual, team and team captain levels. 8.  Select recognition gifts branded to your organization. 9.  Use data comparing fundraiser redemption behavior to fundraising

income of each individual to develop ROI measure. 10. Use email drop calendar and donor activity to analyze campaign.

Katrina  VanHuss  katrina@turnkeywow.com  

800-­‐405-­‐7829  x108    

Tracy  Hale  tracy@turnkeywow.com  

804-­‐405-­‐7829  x106          

www.turnkeywow.com/nonprofit www.turnkeywow.com/tools

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Facebook: facebook.com/firstgiving Twitter: twitter.com/firstgiving FirstGiving Insights blog: http://insights.firstgiving.com Online Fundraising blog: http://blog.firstgiving.com

Thank you!

Interested in learning more about FirstGiving? Contact: Amber Williams Online Fundraising Consultant Email: Amber.Williams@firstgiving.com Telephone: 617-542-5123