Integrated Multichannel Marketing and Fundraising Best Practices Convio, Inc. Page 1

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1 Integrated Multichannel Marketing and Fundraising Best Practices 2011 Convio, Inc. Page 1

2 Total Annual Giving Generational Giving Study $1,200. $1,100. $1,000. $900. $800. $700. $600. $500. $400. $300. $200. $100. $0. Size of each pie is significant represents total population of each 30% 40% 50% 60% 70% 80% 90% 2011 Convio, Inc. Page 2 Gen Y Gen X b % Give 28.5M donors $341 yr/avg 3.6 charities % Giving Boomers b % Give 35.9M donors $796 yr/avg 4.2 charities Matures b % Give 52.2M donors $901 yr/avg 5.2 charities b % Give 30.8M donors $1066 yr/avg 6.3 charities

3 Changing Constituent Landscape Matures Boomers Gen X POPULATION 39M POPULATION 78M POPULATION 62M ANNUAL GIVING DONATED BY CHECK BY MAIL PRIMARY CHANNELS REGULARLY ON FACEBOOK 2011 Convio, Inc. Page 3

4 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 4

5 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 5

6 Old Theory, New Applications 2011 Convio, Inc. Page 6

7 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 7 use. 2 Internet Enabled defined as both offline and ecrm use.

8 Increasingly Multichannel Behavior % say appropriate solicitation channel Mail Social Media Phone Text GEN Y GEN X BOOMER MATURE 77% 79% 74% 77% 76% 69% 60% 51% 69% 60% 38% 17% 51% 42% 39% 34% 38% 25% 16% 13% 2011 Convio, Inc. Page 8

9 Productivity: Roadblocks to Success Limited staff Limited budget Data everywhere Not enough s Don t have a strategy Insufficient website 2011 Convio, Inc. Page 9

10 But, you can Increase staff productivity Get control of your data Enhance fundraising and mission operations Begin major donor identification and cultivation Expand donor universe With new donor prospecting programs Grow file Leverage peer to peer, social media Improve conversion/ retention 2011 Convio, Inc. Page 10

11 Common Ground = central nervous system Donors Corporations Volunteers Media Lapsed Prospects Academics Events Practitioners Programs Academics Advocates Partners 2011 Convio, Inc. Page 11

12 Measuring List Overlap DONORS 67% VOLUNTEERS Source: Fidelity Charitable Gift Fund and VolunteerMatch Convio, Inc. Page 12

13 Overlap isn t good it s GREAT!! Annual Fund Donors Foundations & Corporations Prospective Major Donors Prospective Foundations & Corporations Volunteers Program Recipients Journalists Practitioners Advocates Nonprofit Leaders 2011 Convio, Inc. Page 13

14 Who are they? Business Leaders Entrepreneurs Loyal Supporters Program Recipients Why are they important? PROSPECTIVE MAJOR DONORS Wants & Needs Capacity to give gifts with great CG Action Plan impact Likely to Screen be well-connected Shot Goes Here Why do they deserve cultivation? Your org could suffer a major setback if you left without documenting moves Everyone will look bad if this prospect gets on the wrong list (e.g. asked for $10) Proper cultivation = big gifts later (e.g. planned giving as a legacy) 2011 Convio, Inc. Page 14

15 Major Donors Multichannel Too 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 15

16 Common Ground 2011 Convio, Inc. Page 16

17 Major Donor Process Improvement 2011 Convio, Inc. Page 17

18 What s in Common Ground for you? All the donor database basics you d expect Gift & donor accountability Householding Batch entry Direct mail & Volunteers & events Online gift & sign-up forms Included training & support Cloud-hosted (no hardware or software to install & maintain) But more flexible Holistic CRM Custom fields, permissions, & reports Automated inbox delivery of reports & dashboards Moves plans for any constituent type, triggered notifications, & custom workflows Truly custom-fit to your organization s needs And future-proof No unexpected fees No need to move data in/out Revenue forecasting Auto-logging of interactions for institutional memory Online forms on-the-fly Social insights & mobile access Open ecosystem of service partners & add-on features 2011 Convio, Inc. Page 18

19 Reach new people Expand Your Universe Understand their preferences Welcome them Cultivate the relationship Ask for support (not limited to fundraising) 2011 Convio, Inc. Page 19

20 Reach: File Expansion $1,400, ,000 $1,200,000 $1,000,000 $800,000 $600,000 $400,000 Cumulative Online Revenue # Records 140, , ,000 80,000 60,000 40,000 $200,000 20,000 $0 0 10/ / /2006 1/2007 2/2007 3/2007 4/2007 5/2007 6/2007 7/2007 8/2007 9/ / / /2007 1/2008 2/2008 3/2008 4/2008 5/2008 6/2008 7/2008 8/2008 9/ / / /2008 1/2009 2/2009 3/2009 4/2009 5/2009 6/2009 7/2009 8/2009 9/ / / /2009 1/2010 2/2010 3/2010 4/2010 5/2010 6/ Convio, Inc. Page 20

21 Acquire Learn Engage 2011 Convio, Inc. Page 21

22 Average new s gathered via list growth campaign Average annual online revenue per address 2011 Convio, Inc. Page 22

23 List Growth Go! Program Participant Fielded petition Doubled their list Boosted revenue 600% 2011 Convio, Inc. Page 23

24 List Growth Ideas Basic Ask 2011 Convio, Inc. Page 24

25 List Growth Ideas Basic Ask Pledges 2011 Convio, Inc. Page 25

26 List Growth Ideas Basic Ask Pledges Give-Aways 2011 Convio, Inc. Page 26

27 List Growth Ideas Basic Ask Pledges Give-Aways Downloads 2011 Convio, Inc. Page 27

28 List Growth Ideas Basic Ask Pledges Give-Aways Downloads Sponsored Donations 2011 Convio, Inc. Page 28

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30 Acquire Learn Engage 2011 Convio, Inc. Page 30

31 Understand Preferences Double the response 2011 Convio, Inc. Page 31

32 Learn: Preferences 2011 Convio, Inc. Page 32

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35 Who Are You? Total Recipients: 2,196 Opens: 947 (43.24%) Click-Throughs: 471 (21.51%) Recipient Actions: 386 (17.63%) 2011 Convio, Inc. Page 35

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37 Acquire Learn Engage 2011 Convio, Inc. Page 37

38 Welcome in a timely manner Lean on established best practices to get the most results from technology 60% Open Rate 50% 40% 30% 20% 10% 0% 1 month 2 to 3 months 4 to 6 7 to 12 months months Time on Housefile Year 2 Year Convio, Inc. Page 38

39 Automated Welcome Series 2011 Convio, Inc. Page 39

40 Cultivation Content is king 2011 Convio, Inc. Page 40

41 Deliver Distinctive, Compelling Content 2011 Convio, Inc. Page 41

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43 Percent of Facebook posts Tweets containing links Supporters can t share content you don t publish and broadcast online 2011 Convio, Inc. Page 43

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45 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.

46 Multi-Part Campaigns Convio, Inc. Page 46

47 Putting the Pieces Together Research tells us that a multichannel approach is the only option for reaching across generational constituencies, for planning for the next generation and meeting our constituent s expectations. Some key tactics that will ease the migration to incorporate digital channels as Boomers spend more time online and younger generations make more significant financial impact Convio, Inc. Page 47

48 Follow an Integrated Calendar Simplifies messaging and actions Cohesive experience 2011 Convio, Inc. Page 48

49 Respect & Acknowledge Giving Behavior Don t offend a mid- or major donor with a $15 ask 2011 Convio, Inc. Page 49

50 Vary Ask and Offers by Channel Channel demographics should influence your decision to promote an offer 2011 Convio, Inc. Page 50

51 Empower Constituents to Respond in Channel of Choice Encourage response in preferred channels while maximizing reach through traditional means 2011 Convio, Inc. Page 51

52 Welcome and Romance Prospects Opportunity to educate and ultimately convert to donors Convio, Inc. Page 52

53 Cannibalization is Retention Embrace and encourage channel-hopping and shifts 2011 Convio, Inc. Page 53

54 Gauge Campaign Results across All Channels Establish organization and departmental metrics that support and never penalize for channel shifts 2011 Convio, Inc. Page 54

55 Factor Engagement into ROI Take the long-term view and gauge response based on engagement and your ability to motivate via each channel Convio, Inc. Page 55

56 Leverage Online Data to Build More Effective Traditional Programs To identify and ultimately target highly engaged but underperforming constituents 2011 Convio, Inc. Page 56

57 Confront New Technologies Determine gaps in existing strategy that new technology might fill 2011 Convio, Inc. Page 57

58 Bringing It All Together 2011 Convio, Inc. Page 58

59 Thank you for attending! Next Steps: Download today s presentation and additional free resources that will help your organization execute multichannel strategies Connect with us! info@convio.com Blog: Convio, Inc. Page 59