Do More With Less: The Complete Toolbox for Small & Growing Nonprofits Convio, Inc. Page 1

Transcription

1 Do More With Less: The Complete Toolbox for Small & Growing Nonprofits 2011 Convio, Inc. Page 1

2 2011 Convio, Inc. Page 2

3 The Next 10 Years Generationally tailored marketing Direct mail continues but no longer dominates Integration across silos/ channels Peer to peer becomes a strategy Systems deliver strategic advantage New media channels become mainstream 2011 Convio, Inc. Page 3

4 Major Donor Expectations 86% visit website before making gift offline Only 8% very inspired by websites, s 75% want to control frequency and content Want tax receipts, renewal notices and financial progress updates Source: Wired Wealthy, Convio, Sea Change Strategies and Edge Research, Convio, Inc. Page 4

5 Total Annual Giving Generational Giving $1,200. $1,100. $1,000. $900. $800. Size of each pie is significant represents total population of each Gen X Boomers b % Give 52.2M donors $901 yr/avg 5.2 charities Matures b % Give 30.8M donors $1066 yr/avg 6.3 charities $700. $600. $500. $400. $300. $200. $100. Gen Y b % Give 28.5M donors $341 yr/avg 3.6 charities b % Give 35.9M donors $796 yr/avg 4.2 charities $0. 30% 40% 50% 60% 70% 80% 90% 2011 Convio, Inc. Page 5 % Giving

6 Key Generational Traits 49% Mobile ONLY phone 53% texters 70% regular on Facebook Active promoters Time vs. money 28% Mobile ONLY Phone 56% regular on Facebook Peer motivated/ emotional Time vs. money Most educated 29% regular on Facebook 55% bank online 47% read e-newsletters Giving more planned Efficiency/overhead concerns Largest cohort by far 17% regular on Facebook 57% bank online 48% read e-newsletters Premeditated, loyal DM responsive Guarded 2011 Convio, Inc. Page 6

7 First Engagement Gen Y Direct donation 42% Attended event 19% Visited website 27% Promoted to others 15% Donated goods 23% Volunteered 15% Gen X Direct donation 51% Attended event 18% Donated good 28% Volunteered 16% Visited website 19% Boomers Direct donation 61% Donated goods 25% Attended an event 13% Matures Direct donation 71% Donated goods 26% Attended an event 13% 2011 Convio, Inc. Page 7

8 Word of Mouth is Critical Peer to peer solicitation is the most acceptable form of solicitation GEN Y GEN X BOOMER MATURE 87% 89% 82% 76% 2011 Convio, Inc. Page 8

9 2011 Convio, Inc. Page 9

10 Fundraising is profoundly multichannel 2011 Convio, Inc. Page 10

11 Adding channels can dramatically improve your results Convio, Inc. Page 11

12 Integrated Engagement Increases Loyalty Donor Value Over 12 Months New Donor Renewal Rate Lifetime Donor Value $ % $96 $ % $314 Direct Mail Integrated Marketing Direct Mail Integrated Marketing Direct Mail Integrated Marketing Source: Company whitepaper entitled Integrating Online Marketing (ecrm) with Direct Mail Fundraising 1 Traditional 2011 Convio, defined Inc. as Page offline 12 use. 2 Internet Enabled defined as both offline and ecrm use.

13 Roadblocks to Success Limited staff Limited budget Data everywhere Not enough s Don t have a strategy Insufficient website 2011 Convio, Inc. Page 13

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15 Does this resemble the donor management process at your organization? 2011 Convio, Inc. Page 15

16 Systems should align to constituent behavior and the way you work All relationships in one database Access data on-the go Configure to support your processes 2011 Convio, Inc. Page 16

17 Interact on an individual level and track relationships Donors Advocates Volunteers Event attendees Board members Corporations Media Academics Public officials 2011 Convio, Inc. Page 17

18 Find Common Ground Donors Corporations Volunteers Media Lapsed Prospects Academics Events Practitioners Programs Academics Advocates Partners 2011 Convio, Inc. Page 18

19 What are you doing now? Donation form? Recurring giving online? Capturing ? Social media? Integrated campaigns? communications? 2011 Convio, Inc. Page 19

20 Can I have your ? No Maybe donaldduck@yahoo.com 2011 Convio, Inc. Page 20

21 Average new s gathered via list growth campaign Average annual online revenue per address From 2011 Convio Benchmark Report: The average dollars raised online per usable address across all verticals is $12.48, compared to $11.68 in Convio, Inc. Page 21

22 2011 Convio, Inc. Page 22 Now let s walk through pg 6 in the workbook

23 Housefile List Growth Ideas Basic Ask 2011 Convio, Inc. Page 23

24 List Growth Ideas Pledges 2011 Convio, Inc. Page 24

25 More List Growth Ideas Give-Aways 2011 Convio, Inc. Page 25

26 List Growth Ideas Downloads 2011 Convio, Inc. Page 26

27 List Growth Ideas Sponsored Donations 2011 Convio, Inc. Page 27

28 2011 Convio, Inc. Page 28 Take some time now to fill out pg 7 in the workbook

29 Understand & Learn Preferences 2011 Convio, Inc. Page 29

30 Target messages Personalize appeals Know your constituency Increase your impact 2011 Convio, Inc. Page 30

31 Open Rate Welcome in a timely manner Lean on established best practices to get the most results from technology 60% Relevance Curve 50% 40% 30% 20% 10% Org # Org # Org # 0% 1 month 2 to 3 months 4 to 6 7 to 12 months months Time on Housefile Year 2 Year Convio, Inc. Page 31

32 The Honeymoon Period The best online retailers noticed that online customer (or prospect) affinity is typically highest for the first 30 days after the visitor opts-in to a retailer s list. During this honeymoon period, the visitor demonstrates a strong and favorable opinion of the company, and a stronger propensity to engage with and buy from the company. (think donations) This high-affinity phase is characterized by new subscribers demonstrating higher open rates, higher click rates, and higher conversion rates Convio, Inc. Page 32

33 Have an Automated Welcome Series 2011 Convio, Inc. Page 33

34 Content is king! Cultivation Stewardship Education Storytelling 2011 Convio, Inc. Page 34

35 Deliver Distinctive, Compelling Content 2011 Convio, Inc. Page 35

36 Percent typically opening regular enewsletters 2011 Convio, Inc. Page 36

37 Consistent, regular communication Make it Monthly Relevant Timely Scannable 2011 Convio, Inc. Page 37

38 Turn to page 8 and fill out the worksheet 2011 Convio, Inc. Page 38

39 Percent of marketers who agree that social media extends the reach of content to new markets 2011 Convio, Inc. Page 39

40 So What Are We Talking About? Social Networks (LinkedIn, Facebook) Blogs (e-journals: TMZ.com, techcrunch.com) Micro-Blogs (Twitter) Content Communities (YouTube, Flickr) Forums (discussion boards) Podcasts (audio/video downloads/subscriptions) 2011 Convio, Inc. Page 40

41 The Value of Social Media 35% of US adult internet users have profile on social network site, up from 8% in % of search results are user-generated content ½ of top ten sites are social media If Facebook were a country, it would be the fourth largest Allows for peer to peer fundraising Meets supporters where they re at 2011 Convio, Inc. Page 41

42 The Conversation Be Human, Honest, Helpful Have a distinct voice & personality Be open to feedback (yes, even the negative) Sincerity is of the utmost importance Make it about the people participating, not you Talk with, not at, people 2011 Convio, Inc. Page 42

43 How Are You Asking? 2011 Convio, Inc. Page 43

44 You Have to Ask Methodically Message 3 Final attempt Message 2 No action ask again Message 1 First Ask 4X the initial amount 2011 Convio, Inc. Page Convio, Inc.

45 Multi-Part Campaigns Convio, Inc. Page 45

46 Bringing It All Together Final Activity: page 9 and 10 in workbook 2011 Convio, Inc. Page 46

47 Reach new people Understand preferences & interests Welcome & engage prospects & donors Cultivate the relationship Have a conversation Ask for support (not limited to fundraising) 2011 Convio, Inc. Page 47

48 Thank you for attending! Next Steps: Download today s presentation and additional free resources that will help your organization do more with less: Speaker Info: Danielle Johnson-Vermenton djohnson@convio.com Connect with us! info@convio.com Blog: Convio, Inc. Page 48