April 4-6 2007 Washington DC Cross-Channel Fundraising Strategies Tanya Zumach, Metropolitan Group...
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Cross-Channel Fundraising StrategiesTanya Zumach, Metropolitan GroupBetsy Harman, Harman InteractiveJeff Regen, Defenders of Wildlife
What is it?Level 1 - getting donors and activists into different streams - online, direct mail, and/or telemarketing
Level 2 - Strategic, planned coordination
AgendaIntroductionsWhy & StatsSamples & Case StudiesObstacles & ChallengesQ/A & Audience Sharing
Multi-channel most valuableValue from least to most: Offline donors w/o email Offline donors w/ email Online donors Online/offline donors
Multi-channel most valuableSource: Defenders of Wildlife(possibly offline, too)
Channel MigrationNon-online donors in 2005 (who gave in 2006):97.5% gave offline only 2.5% gave online (and in some cases offline) Source: Defenders of WildlifeOnline donors in 2005 (who gave in 2006): 41% gave offline only 59% gave online (and in some cases offline)
The Donor ViewpointPhone says emergency but Web does notActivist appeal says we won but mail says we need your helpI just gave last week!Hmmm, this piece says I can donate to kittens, but the Web site doesnt
Donor MashupGather Offline emailsOffline donors/prospects to WebsiteOnline donors/activists to Mail and/or phone streamsOthers?
SeptOctNov. DecE-Newsletter9/1510/1511/1512/15Pre Telemarketing e-mail9/20TM campaign starts10/1Year end direct mail 11/20Year End E-Mail hits 1 and 212/20 / 12/28
Email direct mail email
Major donor pledge online
Activists telemarketingSegments of activists profitableSustainer ask appears to be best15% lower fulfillment rateSource: Defenders of Wildlife
Email direct mailEmail segment 150% greater response
Breaking Down SilosCommunications vs. Government Relations vs. Fundraisers - who owns the name?Mail, phone, Internet fundraisers have goals, lists, different expertiseData usually not in shared locationInternal politics, personalities, structureVendors & consultants (mail, Internet, phone)
Breaking Down SilosShare calendars, plansCross-online teamCross-channel teamShare goals, creditPlan ahead to meet deadlines
Data, Data, DataSync between eCRM and database painfulTime consuming, complex, expensive Vendors often learning, too at best; hostile at worstMetrics, evaluation data different
Data, Data, DataPrepare management, define expectationsLine up internal resourcesCreate budget cushionDefine whats critical vs. nice-to-haveCommon ROI - $ return for $ invested
Message & BrandEach channel has style that works best Audiences are different
Messages dont need to be identicalDevelop campaigns or themesTest!
Maybe notData challenges too severe, complex, costlyList protection/silos too much to overcomeAudiences are so differentNo management supportNot worth the investment
ContactsTanya Zumach, ePMTSenior Director of Online StrategyMetropolitan Group, Portland, ORtzumach@metgroup.com, 503-233-3299Betsy Harman, ePMTPrincipal, Harman Interactive, Chicago, ILbetsyharman@earthlink.net, 773-728-4194Jeff RegenVP, Online Marketing & CommunicationsDefenders of Wildlife, Washington DCjregen@defenders.org, 202-772-3216
Tanya: Introduce panelTanya: There are lots of good practices to coordinating your communications and fundraising activities, but for our purposes today this is how were defining cross-channel. This is new, and we dont have all the answers. Data is random, mostly anectodal. Tanya: Dont leave Q& A to end, please participate throughout. Any burning questions you really want to be sure that we cover today?JeffJeffJeff: Rarely have email addresses for offline only donors, online covert to offline perhaps because of renewal practices.Tanya: If youre just getting started with cross-channel, here are some ways to take the first steps. Now, werre going to show some examples of coordinated campaigns.BetsyBetsy: renewal series pbs stations are using that is a series of email and direct mail together and encourages people to respond online ASAP toavoid the need to send further messages by mail. [Stress message of this]BetsyBetsy: the advance email can assure people that the calls are legitTanya: Direct mail monthly giving ask had four segments. The one with the pre-email raised response 150% overall - not to mail piece, but online, but not in direct response to emailJeffJeffJeffJeffTanya: Common wisdom is that a 4-page direct mail letter usually works best, but online - yeah, right! Media differ in tone, space, graphics, response deviceTanya