case study: operation smile seizing the opportunity, rising to the challenge(s!)
TRANSCRIPT
Case Study: Operation Smile
Seizing the Opportunity,Rising to the Challenge(s!)
Kyla ShawyerCOO, Operation Smile
Tom HarrisonCEO, Russ Reid
Right strategic partner
Right experience
Right people
CONTROL OFFER:
“$15 will help provide surgeries to children
with cleft palate”
CONTROL OFFER:
“$15 will help provide surgeries to children
with cleft palate”
1 surgery = $240
or
$20/month
Major gifts
Direct mail program
What else?
Where did we get the money?
Long form or short form?
$20/month
or
$240 for a surgery?
Landing pageor
call center?
How do we handle attribution of web
donations?
Creative
How should we tell our story?
How do we show severe images?
Foundersor
celebrity?
Which regions resonate best?
Hide
Before & After
The story behind the story…
Where we were…
Department silos
Revenue silos
Donor “ownership” issues
Poor donor experience
Where we wereMarcomm vs. DR
The future of fundraising – “One big happy family”Old Way New Way
Organizational Philosophy/structure Fragmented; competitive Holistic; collaborative
Organizational Philosophy/structureMultiple Channels/businesses ultimately overseen by the individual department head
Integrated Channels/businesses overseen by one CRM head
Focus Short-term: reaching this year’s goal Long-term: building for the long-term
Measurement of Success‘Channel owners’ judged by the results from their channel
Channel owners judged by the results generated by the entire enterprise
Measurement MetricShort-term focus: revenue/net revenue generated by the channel
Long-term view: overall value (revenue+ ‘non financial value’) generated by the constituent
Data records “Owned” by the channel which acquired record Owned by all channels
Strategic InitiativesWIIFM (What’s In It For Me): developed and launched by individual businesses
WIIFU (What’s In It For Us): developed by CRM head, after weighing enterprise options; launched by individual businesses
Touchpoint PhilosophyIndependent: communications launched when it makes most sense for the Individual channel/business
Interdependent: one common Communications Plan shared by all channels/businesses. Touches driven by what makes the most sense for the constituent
Communications PhilosophyOrganization-centric: about our needs and what interests us
Constituent-centric: about the constituent’s interests, and what appeals to donors
Tom Gaffney, Nonprofit Times, 2008
Challenges – The Stomach Ache
“This is how we’ve always done it.”
“But we are Marketing and Communications, not Fundraising?”
“How will we be able to measure ROI?”
Breaking down the silos
Who do I need on my side?
Do your homework
Focus on consensus building
Create advocates
It’s going to hurt a little bit!
Donor first
25th anniversary
4,000 surgeries in 10 days across 25 countries with medical volunteers from 80+ countries
DMA Nonprofit of the year
Seize the momentum!
So where did we end up?
Marketing Organizational Structure
Tom Gaffney, Nonprofit Times, 2008
Infrastructure for Growth
Infrastructure for Growth
Account Director/Strategy/Analytics
Account Director/Strategy/Analytics
PresidentStrategyCreative
Media
PresidentStrategyCreative
Media
Account/Media/
Strategy/Analytics
Account/Media/
Strategy/Analytics
Media/StrategyMedia/
Strategy
Account DirectorAccount Director SVPSVP
AnalyticsSupervisor/
Data Control
AnalyticsSupervisor/
Data Control
TeleservcsManager/
Data Control
TeleservcsManager/
Data Control
Account DirectorAccount Director
Account Executive/
PR Director
Account Executive/
PR Director
Global “Group Hug”
Organization-wide re-branding effort
Surveyed all stakeholders for input:
Defined core values
New mission statement
Developed a new tag
“Brand essence” video
Where We Are Now
Integrated campaigns
Look globally and strategically
Increased donor value and our value to the donor
Broadcast weeks: 7/1 7/8 7/15 7/22 7/29 8/5 8/12 8/19 8/26 9/2 9/9 9/16 9/23 9/30 10/7 10/14 10/21 10/28 11/4 11/11 11/18 11/25 12/2 12/9 12/16 12/23 12/30 1/6 1/13 1/20 1/27 2/3 2/10 2/17 2/24 3/3 3/10 3/17 3/24 3/31 4/7 4/14 4/21 4/28 5/5 5/12 5/19 5/26 6/2 6/9 6/16 6/23
Television (Darker = Heavier)
Long Form
English Short Form
Spanish Short Form
Online DisplayRun of Site/Retargeting
AffiliateseMiles and Swag Bucks My Points My Points My Points
Paid SearchGrants & Paid
Direct MailAcquisition Main Drop (mail date)
Acquisition Follow-up Drop (mail date)
Left to Die Summer NL Rwanda Smiles (GIK) 1 in 10 (GIK) Matching Gift Holiday Card (Match) Membership Card Stock an OR Matching Gift Newsletter 6 Kids Bounce Back Summer Challenge Buried AliveCultivation 7/2 7/19 8/6 8/14 8/26 9/2 9/24 10/10 11/1 11/12 11/21 12/5
Child's Art (GIK) Instant Fix (GIK) Rwanda Smiles (DC) The Journey Newsletter Year End (Match) Airmail Tax Receipt Fiscal Year End
Low Dollar Cultivation 7/23 9/2
Welcome Series
Smile Partner - Cash
Smile Partner - Credit Card
Acknowledgement (Ltrs, Call Weekly)
Premium Fulfillment Mailings
Lapsed Donor Prevention Series
Campaigns
Gift Catalog Does not include donors on upcoming guest lists Does not include donors on upcoming guest listsPrint Catalog 10/16
Online Catalog Live
Telefundraising TBD 11/1 Holiday Match Appeal 3/26 Spring Matching Challenge CampaignLapsed TBD 11/26
8/6 Send Now GIK Appeal 11/1 Holiday Matching Challenge Campaign 3/19 Spring Matching Challenge CampaignCampaigns 8/19 11/12
11/1 Holiday Match appeal Stock an Op Rm w/ GIK offer 13x Drops 1/31 FY End w/ Match offer extensionActive 11/19
Donor Care 1 in 10 (GIK) Holiday Card (Match) Stock an OR Spring Campaign MainCultivation 8/14 10/10 11/12 11/21 12/5 Newsletter
Summer Newsletter Newsletter Year-End (Match) Tax Receipt Spring Campaign Chaser Fiscal Year EndCampaigns 8/26 11/1 11/8 Chaser Drop Chaser Drop
Send Now DM Main Drop Main DropCampaign Reporting One Sheets
Donors to campaign and DC portfolio Donors to campaign and DC portfolioMG Portfolios Holiday Card Holiday Card Tax Receipt Conference Call Conference Call
Prospect Cultivation 11/21 12/7 TBD TBD TBD(also birthdays, anniversaries, personal milestones)
Main DropChaser Drop Year End Spring Campaign Summer ChallengeDM Solicitation 11/1 11/8 12/12 TBD TBD(in-person plus DM signed by MGOs)
Newsletter Newsletter Annual Report Newsletter From the FieldStewardship (Impact Reporting) 8/14 11/12 TBD TBD TBD(hand signed cards with B&As, photos from field)
Events Palm Beach Smile Toronto Smile DC Grin Smile Evening of SmilesOccasion
LA Gala Dallas Princeton Smile DWT S/NC Event Park City Smile Jr. Smile New York Smile Boston Smile
Event DonorsEvent Thank You
Cultivation 11/12 12/5 Newsletter - AllNewsletter Year End (Match) "Ngan" version for event participants Event Donor Version (Match)
Operation SmileFY14 U.S. Multichannel Fundraising Calendar
July September October November December May JuneAugust January February March April
Broadcast weeks: 7/1 7/8 7/15 7/22 7/29 8/5 8/12 8/19 8/26 9/2 9/9 9/16 9/23
Television (Darker = Heavier)
Long Form
English Short Form
Spanish Short Form
Online DisplayRun of Site/Retargeting
AffiliateseMiles and Swag Bucks
Paid SearchGrants & Paid
Direct MailAcquisition Main Drop
Acquisition Follow-up Drop
Left to Die Summer NL Rwanda Smiles (GIK)General Donor Cultivation 7/2 7/19 8/6 8/14 8/26 9/2 9/24
Child's Art (GIK) Instant Fix (GIK) Rwanda Smiles (DC) The Journey
Low Dollar Cultivation 7/23 9/2
Spanish Cultivation
Welcome Series
Acknowledgement (Ltrs, Call Weekly)
Premium Fulfillment Mailings
Lapsed Donor Prevention Series
Campaigns
Gift CatalogPrint Catalog
Online Catalog
TelefundraisingLapsed
Donor Care
Active Partner
Smile Partner ProgramMoBill - Cash
MoBill - Credit Card
Patner Conversion
Donor Care ProgramCultivation 8/14
Summer NewsletterCampaigns 8/26
Send Now DMCampaign Reporting Back
MG PortfoliosProspect Cultivation(also birthdays, anniversaries, personal milestones)
July SeptemberAugust
Goal: Teamwork = 1,000 smiles!
1.000Smiles
650%650%
What did we learn?
1. Clear objectives
2. Board, management and staff alignment
3. Secure budget
4. Hire the right agency partner
5. Hire the right people
6. Know your donors
7. Create the right offer
8. Choose optimum channels
9. Integrate across all media
10. Target creative at the right audience
11. Test. Test. Test.
12. Micromanage call center and landing pages
13. Invest in growth
14. Retention. Retention. Retention.
15. Lather. Rinse. Repeat.
What can go wrong?
1. Non-alignment
2. Internal messaging battles
3. Silos
4. Insufficient commitment
5. Insufficient infrastructure
6. The “I have ideas too” syndrome
7. Not implementing the 40/40/20 rule
8. Response channel oversights
The next 10 years
The story, behind the story, behind the story…
Does a merger make sense?
How do we keep our key stakeholders aligned as we continue
to change and grow?
How do we change our special events culture to a
major gift culture?
How fast do we grow globally?
Q&A
