leveraging the big picture for big impact making …...07/12/2011 1 t leveraging the big picture for...
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07/12/2011 1
T
Leveraging the Big
Picture for Big Impact
Making the Most of
Multi-Channel Integration
Roger Craver
Founder, DonorTrends
Editor, TheAgitator.net
07/12/2011 2
• Roger M. Craver, a pioneer in
- Direct mail fundraising in the 60‘s
- Telemarketing in the ‗70s
- Online information services in the ‘80s
- Online fundraising in the ‘90s
- Has helped launch and build some of the
household names in the nonprofit sector:
Greenpeace, Common Cause, The National
Organization for Women, World Wildlife
Fund, Habitat for Humanity & many more.
• Roger continues to push the envelope and
challenge conventional thinking through his
daily blog The Agitator (www.theagitator.net)
and with his applied research firm
DonorTrends.
TODAY’S PRESENTER
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Increasing Importance of Integration
Key Channels
Prioritizing Channels
Tips to Get Started
Designing a Plan and Schedule
Testing and Measuring Results
Q&A
WHAT WE’LL COVER
Goal of This Session
Increase Your
Net Income With
Integration
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Not a lecture on multi-channel GIVING.
Discussion of multi-channel COMMUNICATIONS
Good Fundraising = Good Communications
WHAT THIS IS NOT
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Communicate the problem + solution + success
Consistently
In every channel possible
OUR JOB
Phone Mobile Face to
Face
EventsOnline• Advertisement
• Social Media
• Website
Pay particular attention to importance/value of the donors
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BREAK DOWN THE SILOS
WHAT DOES IT TAKE
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• Integrated fundraising/marketing –an old concept with new and growing importance.
• Many more media…lots of choices ... lots crossover.
• Have moved from a ―tell me‖ to ―show me‖ world where the constituent has far more control.
• ―Listening‖… the ability to quickly measure … and adapt are the key new skills.
• Adopt the 75% rule. Perfection no longer an option.
INTEGRATION INCREASINGLY IMPORTANT
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• Direct Mail Donors with email addresses as much as
150% more valuable
• Effective use of integration shortens time to 2nd Gift.
• Increases Retention — more than double one-time
first year givers.
• Fight for the email address
Not only higher retention
50% more # of gifts
Average gift that is 65%+ higher
Source: Amergent. www.amergent.com
POWERFUL EXAMPLE OF FINANCIAL VALUE OF
INTEGRATION
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• A SMS message around a direct mail
renewal increases response rates 25%.
• A prompt, personal acknowledgement
followed by a video of accomplishments
increases retention 25%.
• Emails in from friends get a 90% open rate
and adding a Tweet increases giving by up
to 300%.
SOME MORE EXAMPLES
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LET’S TAKE A CLOSER LOOK
Source: www.blackbaud.com/af
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IMPORTANCE OF “RECRUITERS” OR “MISSIONARIES”
Source: www.blackbaud.com/af
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Channel Highest Lowest
Direct Mail 66.7% 3.7%
Telephone 4.2% 41.7%
Email 13.6% 22.7%
Web 17.4% 17.4%
Social Media 0.0% 72.7%
IMPORTANCE OF PRIORITIZING
CHANNEL BY RETURN ON INVESTMENT
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• Identify and prioritize donors into
clusters based on similar behavior- Smart Analytics Help! The Giving Score
• Interdepartmental marketing /
communications meeting
• Develop message platform by cluster.
• Create an annual schedule that
includes a test plan.
• Watch the competition. Track trends.
TIPS TO GET STARTED
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• Sample Plan
• Sample Schedule
• Must Includes
DESIGNING A PLAN AND SCHEDULE
For a copy of the template email Roger.
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Acknowledgements
Renewals and Appeals
Results-oriented cultivations and reports
Donor recognition
Newsletters
Emails – timed to events, not slavishly scheduled
Print/TV/Radio/Billboards/On Air
Giving pages/forms that are simple and quick to use and
cover the wide variety of the way folks make transactions
today
Feedback mechanisms. Surveys. Wikis. Chat rooms.
MANDATORY INCLUSIONS
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• Test. Test. Test.
- All sorts of combinations.
• (email/postal mail/phone)
- All sorts of creative
- Timing
- How much testing?
• Importance of the testing objective
• Follow-up on findings
• Measure
- By single actions
- More importantly by cumulative
effect on donors
TESTING & MEASURING RESULTS
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INTEGRATED FUNDRAISING HOMEWORK
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Amount invested, income raised1. Direct Mail
2. Telephone
3. Email
4. Web
5. Social Media
OBSERVATIONS ON HOMEWORK
Phone
$29.88
Web
$33.00Direct Mail
$141
$41.47Social Media
$2.88
Average Gift
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HELPFUL RESOURCES
The Giving Score- easily segment
your donors and identify your
―clusters‖ Learn How
www.NetwitsThinkTank.com - an online
resource for nonprofit organizations
working with social media, internet
marketing, and online fundraising.
2011 donorCentrics Internet and
Multichannel Giving Benchmarking Report-
Found Here
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Roger Craver Contact Info
FREE DAILY FUNDRAISING TIPS DELIVERED TO
YOUR MAILBOX EACH MORNING
Sign up: www.TheAgitator.net
QUESTIONS AND DISCUSSION