Integrated Multichannel Marketing and Fundraising Best Practices
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Transcript of Integrated Multichannel Marketing and Fundraising Best Practices
1©2011 Convio, Inc. | Page
Integrated Multichannel Marketing and Fundraising Best Practices
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Younger Donors & Constituents Wanted
But it’s more likely him…
Rather than her…
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30% 40% 50% 60% 70% 80% 90%$0
$100
$200
$300
$400
$500
$600
$700
$800
$900
$1,000
$1,100
$1,200
% Giving
Tota
l Ann
ual G
ivin
g
Boomers
Gen X
Matures
Gen Y
b. 1965-198058% Give35.9M donors$796 yr/avg4.2 charities
b. 1981-199156% Give28.5M donors$341 yr/avg3.6 charities
b. 1946-196467% Give52.2M donors$901 yr/avg5.2 charities
b. ≤194579% Give30.8M donors$1066 yr/avg6.3 charities
Generational Giving Study
Size of each pie is significant – represents total population of each
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ANNUALGIVING
DONATED BYCHECK BY MAIL
PRIMARY CHANNELS
REGULARLY ON FACEBOOK
Changing Constituent LandscapeMatures
39M
POPULATION
Boomers Gen X
$$$$$$
78M
POPULATION
$$$$$
62M
POPULATION
$$$$$
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Direct donation 42% Attended event 19%Visited website 27% Promoted to others 15%Donated goods 23% Volunteered 15%
Direct donation 51% Attended event 18%Donated good 28% Volunteered 16%Visited website 19%
Direct donation 61%Donated goods 25%Attended an event 13%
Direct donation 71%Donated goods 26%Attended an event 13%
Gen Y
Gen X
Boomers
Matures
First Engagement
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Word of Mouth is Critical
GEN Y GEN X BOOMER MATURE
87% 89% 82% 76%
“Peer to peer solicitation is the most acceptable form of solicitation”
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New Donor Challenge
Source: Target Analytics donorCentrics™ Index of National Fundraising Performance | Fourth Quarter 2010
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Old Theory, New Applications
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New Donor Renewal Rate
34.4%
50.9%
Direct Mail
+48%
Integrated Marketing
Source: Company whitepaper entitled “Integrating Online Marketing (eCRM) with Direct Mail Fundraising”1 Traditional defined as offline use.2 Internet Enabled defined as both offline and eCRM use.
Donor Value Over 12 Months
$96
$187
Direct Mail
+95%
Integrated Marketing
Lifetime Donor Value
$314
$694
Lifetime Donor Value
Direct Mail
+121%
Integrated Marketing
Channel Integration Value
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Increasingly Multichannel Behavior% say appropriate solicitation channel
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%
Social Media
Phone
Text
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Major Donors Multichannel Too
• 86% visit website before making gift offline
• Only 8% very inspired by websites, emails
• 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, 2008
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Fundraising has Changed, Permanently• Again -- donors expect more transparency and tangibility
• Direct mail continues but no longer dominates
• Multichannel practices must evolve quickly
• Video, social and mobile become mainstream
• Systems deliver strategic advantage/ productivity• People drive change!
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Donor Transparency Expectation
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Direct mail and telemarketing need to evolve
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Understand constituency as a whole
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Interact on an individual level
and track relationships
Donors Advocates Volunteers Event attendees Board members Corporations MediaAcademicsPublic officials
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Does this resemble the “database” at your
organization?
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Where Does Your Staff Spend Their Time?
ResearchingDonors
Cleaning theDatabase Running
Reports
MergingLists
Double DataEntry
WonderingWhere to
Focus
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Productivity: Information At Finger Tips
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Traditional
$$$Expensive
Closed
Single channel
On-premise
“Next Gen” Systems
Complex
ManageDonors
Next-Generation
$
Multi-Channel
Cost-effective
On-demand
Open
Easy-to-use 31 2
Manage All Relationships
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• 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.
• Online feeder acquisition ( email address collection and social)• Segmentation methodology• Top 10 multichannel marketing principles
Putting the Pieces Together
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Applying Generational & Channel Learnings
Audit online strategy and tactics to determine how you are meeting generational needs.
Create connections between the online and offline worlds to support generation “migration” and giving channel preference.
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How are we meeting Generational Needs?
Matures Boomers Gen X Gen Y
Attitudes/Values
Unconditional Looking for you to be good stewards of their $
Time vs. MoneyPremeditated Giving
Online ConnectionPeer Motivated
Time to Give BackWhat’s In It For Me? Random
Tactics +
Strategies
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Assessment: How do we reach Matures?
• Annual Tax Receipts
• Charity Navigator Insignia
• Fundraising Expenditure Disclosure
• E-Newsletters
Unconditional
Stewardship of Donor $’s
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How are we meeting Generational Needs?
Matures Boomers Gen X Gen Y
Attitudes/Values
Unconditional Looking for you to be good stewards of their $
Time vs. MoneyPremeditated Giving
Online ConnectionPeer Motivated
Time to Give BackWhat’s In It For Me? Random
Tactics +
Strategies
Longer-form appeals
Annual Tax Receipts
Guidestar/BBB/Charity Navigator logos
Fundraising Expenditure Disclosure
E-Newsletter
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Assessment: How do we reach Boomers?
• Renewal Appeals and Notices
• Event Fundraising Donation (vs. Participation)
• Basic Donation Forms
• Volunteer Opportunities
• Data Mining Planned Giving
Pre-meditated Giving
Time vs.. Money
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How are we meeting Generational Needs?
Matures Boomers Gen X Gen Y
Attitudes/Values
Unconditional Looking for you to be good stewards of their $
Time vs. MoneyPremeditated Giving
Online ConnectionPeer Motivated
Time to Give BackWhat’s In It For Me? Random
Tactics +
Strategies
Longer-form appeals
Annual Tax Receipts
Guidestar/BBB/Charity Navigator logos
Fundraising Expenditure Disclosure
E-Newsletter
Renewal Appeals and notices
Event Fundraising Donation (vs. participating)
Basic Donation Forms
Volunteer Opportunities
Data Mining Planned Giving
E-Newsletter
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Assessment: How do we reach Gen X?
• Create/Donate to a Tribute Fund
• Make a Monthly Gift
• Sign a Pledge/take an action
• Event Attendance
• Mobile Site Optimization
Random, peer motivated
Online connection
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How are we meeting Generational Needs?
Matures Boomers Gen X Gen Y
Attitudes/Values
Unconditional Looking for you to be good stewards of their $
Time vs. MoneyPremeditated Giving
Online ConnectionPeer Motivated
Time to Give BackWhat’s In It For Me? Random
Tactics +
Strategies
Longer-form appeals
Annual Tax Receipts
Guidestar/BBB/Charity Navigator logos
Fundraising Expenditure Disclosure
E-Newsletter
Renewal Appeals and notices
Event Fundraising Donation (vs. participating)
Basic Donation Forms
Volunteer Opportunities
Data Mining Planned Giving
E-Newsletter
Creation of/Donation to a Tribute Fund
Make a Sustained/Committed gift
Sign a pledge
Event attendance
Mobile Site Optimization
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• Premiums/Contests
• Event Participation
• Social Media
• Mobile Outreach
Assessment: How do we reach Gen Y?
What’s in it for me?Time to give back
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How are we meeting Generational Needs?
Matures Boomers Gen X Gen Y
Attitudes/Values
Unconditional Looking for you to be good stewards of their $
Time vs. MoneyPremeditated Giving
Online ConnectionPeer Motivated
Time to Give BackWhat’s In It For Me? Random
Tactics +
Strategies
Longer-form appeals
Annual Tax Receipts
Guidestar/BBB/Charity Navigator logos
Fundraising Expenditure Disclosure
E-Newsletter
Renewal Appeals and notices
Event Fundraising Donation (vs. participating)
Basic Donation Forms
Volunteer Opportunities
Data Mining Planned Giving
E-Newsletter
Creation of/Donation to a Tribute Fund
Make a Sustained/Committed gift
Sign a pledge
Event attendance
Mobile Site Optimization
Premiums/Contests
Event Participation (vs.. Donation)
Social Media
Mobile Outreach
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• Ability to influence the overall relationship through an online campaign
• Online must serve as a list acquisition channel for offline campaigning
Online Feeder Acquisition
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• Very simply is it time to begin capturing birth year data and segment based on generational characteristics and assumptions?
• Does the offer and primary action change based on what we know about constituents?
Segmentation Methodology
Cancer OrganizationCancer Research Month
Generation Matures Boomer Gen X Gen Y
Call to Action Give to all Cancer
Research
Give to a Cancer
Tribute Fund
Give to a Cancer
Tribute Fund
Create a Tribute for
Cancer Research
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• Simplifies messaging and actions
• Cohesive experience
Follow an Integrated Calendar
1
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• Don’t offend a mid- or major donor with a $15 ask
Respect & Acknowledge Giving Behavior
2
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• Channel demographics should influence your decision to promote an offer
Vary Ask and Offers by Channel
3
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• Encourage response in preferred channels while maximizing reach through traditional means
Empower Constituents to Respond in Channel of Choice
4
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• Opportunity to educate and ultimately convert to donors
Welcome and Romance Prospects
51 2
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• Embrace and encourage channel-hopping and shifts
“Cannibalization” is Retention
6
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• Establish organization and departmental metrics that support and never penalize for channel shifts
Gauge Campaign Results across All Channels
7
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• Take the long-term view and gauge response based on engagement and your ability to motivate via each channel.
Factor Engagement into ROI
8
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• To identify and ultimately target highly engaged but underperforming constituents
Leverage Online Data to Build More Effective Traditional Programs
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• Determine gaps in existing strategy that new technology might fill
Confront New Technologies
10
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