transforming donor renewal campaigns using multiple channels
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IFC Online 2011 Conference Presentation on Digital Fundraising and Donor RenewalTRANSCRIPT
Transforming donor renewal campaigns using multiple channels
Meredith Campbell
Session Overview• Setting the scene
• Building your online strategy- RCHF case study- Key tips and tricks to get started
• Integrating offline and online campaigns- RCHF case study- Key tips and tricks to get started
• Questions?
Setting the scene
What’s in your tool box?
Does your organisation have or use:
• Email appeals to supporters• Email newsletters• Website with online donation capacity• Peer to peer online fundraising system?
Building your online strategyRCHF Case Study
Income 2008/2009 2009/2010
P2P Renewal $ 5,716.88 $ 89,592.58
P2P Acquisition $ 30,246.95 $ 512,624.25
Online Renewal $ 71,942.61 $ 87,813.42
Online Acquisition $ 61,350.51 $ 146,620.55
Event Registrations $ 41,175.00 $ 273,450.61
Total Online Income $ 210,431.95 $1,110,101.41
Building your online strategy
RCHF Case Study
Donor Acquisition 2008/2009 2009/2010
Peer to peer online 554 9,555
Other online 870 1,355
Direct mail 1,016 1,492
Online event registrants 1,887 6,502
Total New Supporters 4,327 18,904
Peer to Peer Fundraising
Taking Peer to Peer to New Heights
Integrating offline and online campaigns
RCHF Case Study – Kids Christmas Appeal 2010B105 Christmas Appeal eDM
• $9,970 donated online, $18,593 offline.• Total cost $63.Email Open Rate
Benchmark 12%Click throughsBenchmark 0.60%
Online Resp.Benchmark 0.08%
Total Resp.
Chaser 1 21.57% 2.04% 0.49% 1.00%
Chaser 2 15.61% 2.34% 1.83% 5.82%
Chaser 3 18.74% 3.83% 3.16% 6.33%
Total 5.02% 12.25%
Integrating offline and online campaigns
RCHF Case Study – Kids Christmas Appeal 2010
• Online Peer to Peer donor eDM fundraising email test.
• Interactive “Sponsor a Bauble” vs child’s story• Tested direct mail chaser to non-reponsive
online peer to peer donors.
Integrating offline and online campaigns
RCHF Case Study – Kids Christmas Appeal 2010Online Peer to Peer Donor eDM Results
Email Open RateBenchmark 12%
Click throughsBenchmark 0.6%
Online Resp.Benchmark 0.08%
Total Resp.
Test ASponsor a Bauble
22.49% 2.75% 0.42% 0.52%
Test BChristian’s Story
23.10% 1.16% 0.11% 0.31%
CampaignSponsor a Bauble
24.37% 1.59% 0.31% 0.63%
Test BChaser
23.06% 1.29% 0.80% 2.79%
Test A Chaser
26.38% 2.05% 2.48% 2.92%
Integrating offline and online campaigns
RCHF Case Study – Kids Christmas Appeal 2010
Online peer to peer fundraisersEmail Open Rate
Benchmark 12%Click throughsBenchmark 0.60%
Online Resp.Benchmark 0.08%
Total Resp.
Under $100 fundraiser
16.85% 1.37% 0.47% 0.61%
Over $100 fundraiser
18.45% 1.82% 0.98% 0.98%
Integrating offline and online campaigns
RCHF Case Study – Kids Christmas Appeal 2010eDM to bought email acquisition list
• 0.95% response rate (donors/prospects) or a 0.53% response rate (donors/emails sent)• DM chaser 0.25% response rate, average donation of $30
Email Open RateBenchmark 12%
Click throughsBenchmark 0.08%
Test ASponsor a Bauble
22.12% 3.32%
Test BChristian’s Story
17.68% 1.91%
CampaignSponsor a Bauble
23.76% 2.56%
Chaser 20.69% 1.38%
Integrating offline and online campaigns
RCHF Case Study – Kids Christmas Appeal 2010
DM Donor Renewal – eDM chaser
• Generated $3,360 online gifts, $12,766.40 offline, average gift over $200• Total cost $29.00
Integrating offline and online campaigns
Email Open RateBenchmark 12%
Click throughsBenchmark 0.60%
Online Resp.Benchmark 0.13%
Total Resp.
Chaser 18.45% 1.82% 0.40% 2.23%
Integrating offline and online campaigns
RCHF Case Study – Kids Christmas Appeal 2010
Integrating offline and online campaigns
RCHF Case Study – Kids Christmas Appeal 2010Key challenges:
• Collapse of our email marketing service.• Better click to conversion tracking needed.• Load time for flash apps was not optimal, but
alternative donation options were available.
Integrating offline and online campaigns
RCHF Case Study – Kids Christmas Appeal 2010Key learnings:
• Interactive online donation solutions.• Convert P2P donors to organisational supporters.• Pursue email acquisition.• Email chasers to DM.• Online donor engagement tactics.
Integrating offline and online campaigns
Integrating offline and online campaigns
Useful references:• 2010 eNonprofit Benchmarks Study and Social Media Study• The Convio Online Nonprofit Benchmark Study• The Network for Good Online Giving Index 2010• “Internet Management for Nonprofits”, Ted Hart et al• “Groundswell”, Forrester Research• Chronicle of Philanthropy• Artez.com (podcasts, webinars, Everest case study)• Smart people!
Integrating offline and online campaigns
