April 4-6 2007 Washington DC Cross-Channel Fundraising Strategies Tanya Zumach, Metropolitan Group...

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Transcript of April 4-6 2007 Washington DC Cross-Channel Fundraising Strategies Tanya Zumach, Metropolitan Group...

  • 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?

  • Example Plan

    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

  • Email telemarketing

  • 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