Integrated Multichannel Marketing & Fundraising Best Practices Matthew Mielcarek Director, Convio Strategy Practice

Transcription

1 Integrated Multichannel Marketing & Fundraising Best Practices Matthew Mielcarek Director, Convio Strategy Practice 2011 Convio, Inc. Page 1

2 Overview The art and science of fundraising is changing Convio, Inc. Page 2

3 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 3 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

4 Giving Channels % donated this way in last 2 years (total) Checkout Donation Check by Mail 52% 49% GEN Y GEN X BOOMERS MATURES 48% 57% 52% 48% 26% 43% 54% 77% Gift Shop Website Fundraising Event Honor/Tribute Gift Third Party Vendor Phone Monthly Debit 32% 31% 27% 26% 20% 14% 14% 28% 35% 32% 30% 29% 35% 31% 25% 22% 28% 28% 31% 22% 22% 27% 35% 25% 27% 17% 12% 8% 10% 16% 25% 11% 17% 14% 11% Mobile/Text Social Networking Site 5% 8% 14% 13% 4% 2% 9% 6% 4% 2% Convio, Inc. Page 4

5 Old Theory, New Applications 2011 Convio, Inc. Page 5

6 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 6 use. 2 Internet Enabled defined as both offline and ecrm use.

7 Follow an Integrated Calendar Simplifies messaging and actions Cohesive experience 2011 Convio, Inc. Page 7

8 Respect & Acknowledge Giving Behavior Don t offend a mid- or major donor with a $15 ask 2011 Convio, Inc. Page 8

9 Vary Ask and Offers by Channel Channel demographics should influence your decision to promote an offer 2011 Convio, Inc. Page 9

10 Empower Constituents to Respond in Channel of Choice Encourage response in preferred channels while maximizing reach through traditional means 2011 Convio, Inc. Page 10

11 Welcome and Romance Prospects Opportunity to educate and ultimately convert to donors Convio, Inc. Page 11

12 Cannibalization is Retention Embrace and encourage channel-hopping and shifts 2011 Convio, Inc. Page 12

13 Gauge Campaign Results across All Channels Establish organization and departmental metrics that support and never penalize for channel shifts 2011 Convio, Inc. Page 13

14 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 14

15 Leverage Online Data to Build More Effective Traditional Programs To identify and ultimately target highly engaged but underperforming constituents 2011 Convio, Inc. Page 15

16 Confront New Technologies Determine gaps in existing strategy that new technology might fill 2011 Convio, Inc. Page 16

17 Productivity: Roadblocks to Success Limited staff Limited budget Data everywhere Not enough s Don t have a strategy Insufficient website 2011 Convio, Inc. Page 17

18 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 18

19 Common Ground = central nervous system Donors Corporations Volunteers Media Lapsed Prospects Academics Events Practitioners Programs Academics Advocates Partners 2011 Convio, Inc. Page 19

20 Measuring List Overlap MAJOR?% DONORS VOLUNTEERS Source: Fidelity Charitable Gift Fund and VolunteerMatch Convio, Inc. Page 20

21 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 21

22 Common Ground 2011 Convio, Inc. Page 22

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24 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 24

25 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 25

26 Acquire Learn Engage 2011 Convio, Inc. Page 26

27 Average new s gathered via list growth campaign Average annual online revenue per address 2011 Convio, Inc. Page 27

28 List Growth Go! Program Participant Fielded petition Doubled their list Boosted revenue 600% 2011 Convio, Inc. Page 28

29 List Growth Ideas Basic Ask 2011 Convio, Inc. Page 29

30 List Growth Ideas Basic Ask Pledges 2011 Convio, Inc. Page 30

31 List Growth Ideas Basic Ask Pledges Give-Aways 2011 Convio, Inc. Page 31

32 List Growth Ideas Basic Ask Pledges Give-Aways Downloads 2011 Convio, Inc. Page 32

33 List Growth Ideas Basic Ask Pledges Give-Aways Downloads Sponsored Donations 2011 Convio, Inc. Page 33

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35 Acquire Learn Engage 2011 Convio, Inc. Page 35

36 Understand Preferences Double the response 2011 Convio, Inc. Page 36

37 Learn: Preferences 2011 Convio, Inc. Page 37

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40 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 40

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42 Acquire Learn Engage 2011 Convio, Inc. Page 42

43 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 43

44 Automated Welcome Series 2011 Convio, Inc. Page 44

45 Cultivation Content is king 2011 Convio, Inc. Page 45

46 Deliver Distinctive, Compelling Content 2011 Convio, Inc. Page 46

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48 Percent of Facebook posts Tweets containing links Supporters can t share content you don t publish and broadcast online 2011 Convio, Inc. Page 48

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50 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.

51 Multi-Part Campaigns Convio, Inc. Page 51

52 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 52

53 Bringing It All Together 2011 Convio, Inc. Page 53

54 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 54