How Dom does it!

Multichannel Fundraising

Amy KaczmarekDirector of Annual Giving Programs

Joanne EberweinAssistant Director of Annual Giving Programs

Introductions

1. Identify audience (market)

2. Segment lists

3. Test something – ANYTHING!

4. Strengthen Marketing Mix

5. Measure results

5-Step Approach to Annual Appeals

Main channels• Direct Mail• Phonathon• Email• Web• Other publications

Up and coming channels• Social media• Mobile• Text to give

Multichannel FY11 – What inspired you?

• Fall, Spring, June clean-up• Length• Style • Signatory• Packaging / envelope• Reply mechanism

Multichannel – Direct Mail FY11

Testing

BrochureLetter

• Calling weeks, days & hours• Number of callers • Segmentation, special

segments• Pledge cards, thank you

notes• Unspecifieds & Refusals • Special calling

– Homecoming– Year-end (messages)– Events– Stewardship/Thank-a-thon

Multichannel – Phonathon FY11

• November stewardship• Year-end, fiscal year-end

solicitations• From/Subject lines• Length• Style

Multichannel – E-mail FY11

• Magazine ad, envelope• Online giving – upgrade

in process• Social media – not yet• Mobile – not yet

Multichannel – Other channels

1. Audience – same2. Segmentation –

same3. Test – new online

system & designations

4. Marketing Mix – better timing, channels, web, & email communications

Multichannel FY12

Direct Mail FY12

Gen X & Y Boomer & Mature

• Fall, Spring, June challenge

• Length• Style • Signatory• Packaging / envelope• Reply mechanism

Phonathon FY12

• Calling weeks, days & hours

• Number of callers • Segmentation,

special segments• Pledge cards, thank

you notes• Unspecifieds &

Refusals • Special calling

– Homecoming– Year-end (messages)– Events– Stewardship/Thank-

a-thon

Email FY12

• November stewardship• Year-end, fiscal year-end

solicitations• From/Subject lines• Length• Style

Web FY12

• New website• Upgraded giving page

Results – Direct Mail

Solicited Amount Response % Donors Avrg/Donor

FY11 FY12 FY11 FY12 FY11 FY12 FY11 FY12 FY11 FY12

44,088 59,505 $200,196.50 $238,365.64 2.07% 2.24% 914 1335 $219.03 $178.55

Undergraduate Letter Brochure Phonathon

Response Rate 2.09% 1.94% 44%

Average Gift $78.78 $64.58 $57.63

Results – Phonathon

PHONATHON FY11 Total FY12 Total FY13 to dateTotal Pledged Dollars 182,000 $84,872 82,570

Pledged Participation 42% 36% 34%

Specified Pledges 1791 1196 1009

Contacts 4285 3,287 2990

Completed Calls 4723 3992 3320

Unspecified 1088 864 605

Refusal 1377 1227 1376

Pledge Fulfillment 84% 83% 65%Pledge Amount Fulfilled 83% 82% 64%

Results – Online Giving

FY12 FY11 FY10 FY09

Month Gifts Amount Gifts Amount Gifts Amount Gifts AmountJan 7 $436.11 10 $475.00 5 $240.00 4 $350.00 Feb 1 $100.00 8 $717.00 2 $700.00 9 $392.00 Mar 20 $775.36 15 $2,247.00 7 $1,412.00 9 $585.00 Apr

186 $20,030.0029 $1,856.21 29 $1,295.70 12 $567.18

May 15 $2,350.22 20 $4,677.00 13 $1,122.18 Jun 38 $8,055.00 54 $9,750.00 44 $12,544.00 Jul 4 $417.33 7 $1,100.00 2 $650.00 - -

Aug 1 $50.00 1 $20.00 3 $227.00 2 $35.00 Sep 1 $25.00 5 $5,220.00 3 $5,200.00 1 $100.00 Oct 8 $533.33 14 $735.00 6 $767.00 13 $777.00 Nov 17 $2,465.33 19 $2,525.00 26 $3,620.00 15 $1,275.00

Dec 64 $23,528.33 71 $14,180.00 54 $15,805.08 33 $9,766.00

309 $48,360.36 232 $39,480.43 211 $44,343.78 155 $27,513.36

This Year (FY13) – The Fund for Dominican

Special Segments – Alumni Couples

• Small segment• Emphasis on

participation• Mailing• Phone call• Email• Facebook paired

with Alumni photo contest

Amount Received No. Donors Average Gift No. Solicited % Donated

$1,225.00 16 $76.56 622/311 5%

Special Segments – Giving Anniversary

• Started in January 2013

• Short anniversary letter

• Phone call• Email

Amount Received No. Donors Average Gift No. Solicited % Donated

$4,025.00 48 $83.85 260 18.5%

What’s Next for FY14?

• Student stories for Boomers & Matures• Donor testimonials mostly for Gen X, Y • More special segments – Study Abroad• More stewardship

– Letter from Deans in summer– Fall thank you video (not just e-card)– Stewardship emails

• Automated phonathon*, better supports special segments

• More FUN!

* We pray!

Contact us:

Amy Kaczmarekakaczmarek@dom.edu(708)524-6298

Joanne Eberweinjeberwein@dom.edu(708)524-6309

Q&A

Thank you!