Six Simple Strategies for Nonprofit Success!

Presented byEugene & Paula Montanez

Erika Leon

March 6, 2014

1. Know More About Your Donors2. Know Where the Clones Are3. Be Personal4. Be Relevant & Engaging5. Use Referral Power6. Make Website “Convenient” 7. Mobile Optimized Website On Word

Press

The Six Strategies for Nonprofit Success

Know the “Known” of Today

5,000 Per dayNotice about 50Remember only 4 or 5

What you are up against: Competition of Attention

Source: Wizards of Ads, Roy H. Williams citing Yankelovich study, USPS Study delivered to PIA Variable Data Conference, January 2007

Know the “Known” of Today

What you’re up against: Competition for Donations

– 1.8 million nonprofits in U.S. – 160,000 in California– Hundreds in Riverside County

Know the “Known” of Today

Your “competitors” are noisy– 93% major donor cultivation– 92% face-to-face fundraising– 91% website donations– 89% special events– 86% direct mail – 86% matching gifts– 85% automatic donations– 79% planned gifts/bequests– 72% email– 56% social networking– 32% telemarketing– 18% Text messaging– 13% door-to-door

Source: Blackbaud 2010 State of the Non-Profit Industry Survey

More Media Options

14%16%17%

21%24%

31%29%30%

32%34%

37%39%39%40%40%41%

43%45%

54%57%

63%71%72%

89%

0% 20% 40% 60% 80% 100%

PodcastsMobile messagingMobile advertising

Video (e.g., YouTube)Blogs

WebinarsOutdoor - Billboard, Signage

InsertsTelemarketing

Broadcast - RadioBroadcast - TV

CatalogNewspaper ads

Printed DirectorySocial networks

Display/Banner adsSearch engine marketing

Online directory listingMagazine adsTrade shows

Event sponsorshipE-mail

Direct mailCompany Website

Percentage of Respondents

Which of the following media types does your company use for marketing?

ElectronicPrint

Multiple Responses Permitted

Source: Capturing the Cross-Media Direct Marketing Opportunity, InfoTrends, 2010

More Access Options

Which of the following devices does your household currently own?

Source: Pew Research Center’s Internet & American Life Project, August 9-September 13, 2010 Tracking Survey.

• According to Forrester Research, U.S. mobile retail sales are expected to top $12 billion in 2013

• At least 25% of U.S. smartphone users have made a purchase on their phones in the last six months

• Mobile commerce grew at a triple digit pace in 2012

As of Q1 2013, more than half of all U.S. adults, and 48% of Canadians, owned a smartphone.

Mobile Commerce Stats

The Growth of Online Giving

The Internet is becoming an increasingly significant source of giving and of new donor acquisition.

Direct Mail Response Preferences

43% of people prefer to respond to direct marketing online.

Every direct marketing campaign must include an effective online response

option.

Source: Study conducted by the Direct Marketing Association (DMA).

Online-acquired donors are reported to be younger than mail-acquired donors.

Source: 2011 donorCentrics™ Internet and Multichannel Giving Benchmarking Report

Demographic Differences

- Findings from the 2011 donorCentrics™ Internet and Multichannel Giving Benchmarking Report suggest that…

Although direct mail remains the dominant channel for new donor acquisitions, it has been increasingly common for new donors to give their first gift online.

Online-acquired donors tend to give larger gifts than mail-acquired donors.

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

Trends in Online Giving

Trends in the Percent of Donors Giving Online * 2011 donorCentrics™ Internet and Multichannel Giving Benchmarking Report

9%

12%

16%14%

5% 5%6%

7% 7%

10%9%

8%

New Donors Multi-Year Donors All Donors

2007

2008

2009

2010

2007

2009

2008

2010

2007

2008

2009

2010

Trends in Online Giving

Source: Blackbaud 2010 State of the Nonprofit Industry Survey

When asked to rank the fundraising efforts that are the top drivers of donations to the organization, respondents said:

Direct Mail

One-on-One Solicitation of major donors

Special Events

Top Donation Drivers

So … What’s “Known”?

• Bad News -- Harder to get noticed• More general noise• More competitive noise• More media channels• More devices to access info

• Good news -- Mail is best-performing medium• Personalization enhances mail• Web presence enhances mail

• Other News -- Online giving on the rise…preferred by many• Online givers are premium givers• Online givers are younger givers

So…What to do?

– Append data so you can• Be personal and relevant• Know how and when to escalate• Know how to clone to attract more

– What you can/should learn• Donation frequency, consistency, amounts• Basic demographics; age, gender, family status, home

ownership, income, active donor• Psychographics: hobbies, special interests, religion,

political affiliations, pet ownership, affinity for your cause

Strategy #1: Know Your Donors

• Since mail is the thing … and personalization is critical

• Know how to clone … or come close– Consumer lifestyle databases with more than three

dozen selections available• Experian Acxiom• InfoUSA AmeriList

– Donor databases with rich demographic selections, as well as cause affinity

• 2,066 donor files available through Allegra

Strategy #2: Know Where the Clones Are

Strategy #3: Personalize

Response Rates: Static vs. Personalized

Introducing “PURLs”

Because: • Mail is the thing• Personalization is key• People want online access

Personalized “Giving” Site

- recipient’s name (Jane Doe)- a campaign-specific domain name

www.JaneDoe.Goinggreencampaign.com

Web address to capture online responses to a direct mail promotion. Includes:

How It Works

Step 1

Identify Campaign Recipients

Step 2 Send Direct Mail

w/PURL

Step 4 Thank You Email to

Recipient

Step 3 Personalized Landing Page

Step 5 Fulfillment of Offer/Phone

Call

Use a Personalized Giving Site

• Build a two-way relationship

• Deepen understanding of your donors

• Get instant feedback in real time

• Add measurability to your campaign

The average Personalized URL visit rate for nonprofit organizations was 10.8%

Source: Carlson, 2010

QR Codes for instant engagement

Quick Response (QR) barcodes Created in Japan in 1994 2D barcode that hold 4,296 alphanumeric

characters Contains: phone, URL, contact info, text Scannable by smartphones

Strategy #4: Be Relevant and Engaging

How a QR Code Works

Point your camera phone at the QR Code.

Snap a picture The QR Code will decode instantly

You’ll be brought to the

webpage

Creating a QR Code

You can create a QR code at no costhttp://qrcode.kaywa.com/

http://www.qurify.com

If you want tracking built in or a personalized QR code for each recipient, that requires

additional work, we can help you with that.

Scanning a QR Code

Several QR Readers (most available at no cost)

- Quick Mark - NeoReader- OptiScan - Barcode Scanner- ScanLife- TagReader

QR Code Uses

Uses• YouTube Video• Donation Request• Special Event Calendar• Event Registration• Coupon• Product Demonstration

• http://AllegraCorona.com/mobile/

Where to put QR Codes:• Direct Mail Piece• Business Card• Poster• Mug• Window Decals• Signs• Magazine/Newspaper

Ad

QR Do’s & Don’ts

DO:• Send them to a mobile-friendly site that is

optimized for mobile viewing• Link to content that matters• Provide instructions on how to use them• Make sure they work

DON’T:• Just send them to your home page

Strategy #5: Referral Power

• “76% of all economic activity in the U.S. is influenced by personal recommendations.”- eMarketer

• “9 out of 10 people trust the recommendations of a friend while only 1 in 10 trust traditional advertising.” - Forrester Research

• “The average value of a referred customer is at least 16% higher than a non-referred customer.” - Goethe University

How an automated referral system works:• Build a microsite• Push members/donors to site• Members/donors become advocates

and request others to join/donate– Auto email feature– Direct mail to members/donors– Referral cards handed out– Ads/QR codes in newsletters,

mailers

Referral Power

Referral Website

Postcard

• Don’t make visitors have to think. Visitors must identify what your organization does within seconds from the home page.

• Is your donate button easily found within 1-2 seconds?

• Post photos that make sense to your organization. Don’t make visitors have to think about what it is and why it’s there.

• Don’t be boring. Fundraising is an emotional engagement so leave off the mission statement from the home page.

• Have links to other opportunities of engagement: events, newsletter, social network sites etc.

• Be media-friendly … have a page for reporters

• Be volunteer-friendly … have content for them

Strategy #6: Be Convenient

Website Example

Questions?

Talk to us! We’d like to learn your organization’s fundraising challenges, and

talk about ways we can help.

• Allegra Marketing Print Mail• Formerly ZAP Printing & Graphics - 951-734-8181• 127 Radio Road - Corona, CA 92879• Corona , Riverside & Eastvale

• Direct Mail Copywriting Quality Full-Color Printing• List Sourcing & Management Marketing Planning

Mailing Services• Signs & Banners Website Design• Graphic Design Email Marketing Promotional

Products

Thank You!

For more information, contact: Allegra Marketing Print Mail

951-734-8181AllegraCorona.com

Erika@AllegraCorona.comEugene@AllegraCorona.com