* Multi-Channel Marketing 28 tips on how to integrate for fundraising success

Transcription

1 * Multi-Channel Marketing 28 tips on how to integrate for fundraising success Presented by: Barb Perell Mark Mitchell DM201: April 20, 2016

2 *Speaker Introductions 2

3 *Multi-channel everywhere examples from real life 3

4 *So, why is multi-channel important in fundraising? $120 Donor metrics by number and mix of channels 80% $100 $80 $60 75% 70% Income by Channel $40 $20 65% $0 DM, TM and Web DM and Online Online Only DM and TM DM Only 60% Income/Member Average Gift Retention 4

5 *And now for the tips #1: Integrate to avoid confusion and channel overload vs. 5

6 *#2: Follow up direct mail with 6

7 *#3: Test cadence of and direct mail touchpoints Pre-DM 7 Post-DM

8 *#4: Ask for everywhere! 8 Credit: Brooklyn Museum

9 *#5: Include donation URL on direct mail reply device 9

10 *#6: Include a donation.pdf mail-in form link in 10

11 *#7: Insert press release or internal in direct mail 11

12 *#8: Use to save direct mail costs Subject line: Renew your membership by October 21 *Send notice ahead of R1 direct mail notice. *Renews people early. *Saves direct mail costs because you can remove them from the mail. *Creates urgency by asking for response before direct mail data is pulled. 12

13 *#9: Test social engagement in direct mail 13

14 *#10: Share video as a thank you for an online gift 14

15 *#11: Send text messages with or to drive site traffic

16 *#12: Drive site traffic from social with engagement opportunities 16

17 *#13: Call offline-acquired donors *Recently acquired canvass donors (30-60 days) should be tested in your Sustainer Invite calling program to increase retention. *Upgrade and recapture DRTV sustainers via phone 25-30% upgrade of sustainers and $5-$7 monthly increase; 20-25% recapture of lapsed sustainers. 17

18 *#14: Promote donating after online advocacy Send directly to donation page after action and follow up with a fundraising a few days later. 18

19 *#15: Promote donating after online engagement; coordinate with direct mail 19

20 *#16: Test different thank you cultivation formats $250+ $ $50-99 $25-49 Under $25 $0K $100K $200K $300K $400K Mail and Phone Phone Only Mail Only No Contact 20

21 *#19: Send and serve up Facebook ads or Promoted posts * Also leverage custom audiences upload list to find lookalikes and target with Facebook ads 21

22 *#18: Cross post action and engagement opportunities to visual social channels 22

23 *#19: Send before or after telefundraising call Subject: We'll talk with you soon 23

24 *#20: Retarget website visitors with online ads 24

25 *#21: Multi-channel: not just for low$ donors Provide a balanced mix of direct mail and online campaigns for mid-level donors. Incorporate both direct mail and asks (which return a higher average gift 19% for NPCA). In addition to renewal and appeal asks, newsletter, report, and cultivation direct mail campaigns are very effective, making up 22% of the program s entire net income. Upgrade invitations to this level are also conducted through the mail, phone and . 25

26 *#22: Test sustainer invites and upgrades beyond the phone 26

27 *#23: Add online petition prospects to direct mail acquisition *After receiving the welcome series non-donors are rolled into the direct mail acquisition in addition to receiving online acquisition s. *Added 25% in revenue to the overall revenue brought in by the petition signers. *Decreased ROI timeframe by months. 27

28 *#24: Coordinate with on-site marketing efforts *Train on-site staff to promote membership and collect addresses; use incentives as needed. *Conduct on-site Membership Month campaign in conjunction with efforts in other channels (i.e. online, phone, DM buckslips). *Display membership brochures everywhere visitors are refreshment areas, ticket windows, restrooms, elevators, parking garages. *Offer on-site discounts specifically for members. * list building on-site or at events via ipads or kiosks

29 *#25: Conduct sustainer invitation call to online petition site activists Sustainer Acquisition Program for National Environmental Nonprofit: 1xGift Sustainer Avg. Sust. Gift 6.44% 2.99% (all CC) $11.35 * After 1-5 online Care2 environmental petitions, they are rolled into a Sustainer calling program and segmented according to number of petitions the prospect signed. * Long term value of calling online petition signers with sustainer invite; break-even after 1 st year. * Sustainer stream ensures longer retention of newly acquired donors. * Sustaining donors are oftentimes a solid source of planned gifts. 29

30 *#26: Analyze all channels together Reviewing revenue by channel shows which channels are strongest and the timeline for growth of newer channels. Online revenue by join source Analyze each channel s revenue by join source - this example shows the impact of direct mail on online revenue in a multi-channel program. 30

31 *#27: Think outside the box to reach new audiences in new places 31

32 *#28: Put it all together when it matters 32

33 *THANK YOU! Barb Perell Vice President, Online Services Mark Mitchell Vice President of Business Development