create a successful multi-channel fundraising strategy
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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
• 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 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
Direct Mail
Events
TelephoneIn Store
Social Networks
Web
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
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
Blog
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– [email protected]
• Adam Stiska, Online Media Manager, GII– [email protected]
• Jenna Gebel, Resource Development Program Manager, GII– [email protected]
Evaluation
http://www.surveymonkey.com/s/6Y7GTYJ
We greatly appreciate your feedback!