Multichannel Donor Marketing: No More Talk, Let's Make It Happen <11NTCmulti>

Jeff Regen, M+RMilo Sybrant, Amnesty Intl

Agenda

• The problem• 2011 and the multichannel opportunity• Egypt: A multichannel case study• Breaking down the barriers and making it happen• Wrap-up

The problem Part 1: Anyone seen this before?

It’s my name It’s my list

What year is your nonprofit structured for?

The Problem Part 2

1991?

Mail

Telemarketing

Television(no DRTV)

Face-to-Face

NonprofitSupporter

Or 2011?

Email

Mobile

Mail

Telemarketing

SocialNetworks

Website

Television(DRTV)

NonprofitSupporter

Face-to-Face

The Problem Part 3: Other big trends

1. Nonprofit offline donors are aging

2. Donor files are shrinking

3. Retention is falling (and online low already)

4. Direct mail costs are increasing / fundraising margins are shrinking

Nonprofits need (younger) more valuable donors

A multichannel approach can create “golden multichannel donors”

• Age falls between online and offline donors

• Income about the same as online

How about revenue and retention?

Multichannel donor revenue* looks great…

Offline (no email) Offline (with email)

Online Multichannel $-

$50

$100

$150

$200

$250

Annual Revenue Per Donor

* Target Analytics Internet donorCentrics data

…and retention does, too!*

Offline (no email) Offline (with email)

Online Multichannel0%

10%

20%

30%

40%

50%

60%

70%

First Year Retention by Donor Type

* Target Analytics Internet donorCentrics data

Building sustainer files is all about multichannel

• DRTV Web and phone

• Face-to-face Follow-up online and offline

• Mail donors converted via telemarketing

• Online / telemarketing / (limited mail) Great, largely untapped and lowest startup costs

Multichannel with mobile works, too: 25% boost in response rate

Making multichannel work• Integrated campaigns

– Multichannel conversion series– Acquisition, renewals, appeals, etc.

• Leverage your online and offline data– Targeting activists for telemarketing– Which mail to send to online donors– Timely upgrades– Etc.

How to get there: Moving toward integration

SiloedCoordinate

d

Integrated

Siloed

Disparate (sometimes conflicting)

Not available

Uncoordinated; one-way

Inconsistent voices

No customization; often org-centric

$

“Coordinating group”

Sometimes coordinated; other times conflicting

Limited use

Coordinated; multi-directional

Generally consistent voices

Limited customization

$$

Integrated

Common + shared metrics

Fully incorporated

Coordinated; multi-directional conversation

Consistent voices when desirable

Yes; based on constituent behavior

$$$

Org structure

Goals / strategies

Multichannel data

Communications across types / channels

Voices

Supporter focus(and result)

Levels of integration: Welcome series example

Siloed Coordinated

Integrated

DM donors receive DM asks, appeals

Online supporters receive online $$ asks, appeals OR advocacy / engagement

Offline donors—give emails; sent to url to donate

Online supporters receive advocacy / engagement + $$ asks, appeals

Online donors put into DM / TM streams

Offline donors—optimized to give emails; sent to customized urls

TM—Entered directly into online form

Online supporters receive integrated advocacy / engagement / $$ asks based on name source + behavior

Targeted online supporters rapidly put into customized TM and DM streams

Middle East & North Africa:

Amnesty International’s Response to to the Unfolding Human Rights Crisis

CHANNEL DESCRIPTION

Mail • Mailed urgent gram focusing on fundraising ask to 175K+ donors • Inserted buck slip in subsequent mailing • Included call to action in renewal notices to high-dollar donors

Telemarketing • Up on phones within 24 hours urging donors to support Amnesty • Updated script as crisis evolved• Follow-up calls taking place this month

Email • Sent 6 emails (both action alerts and fundraising appeals) from early February until now

Web Site • Developed campaign landing page featuring updates on developments in region and actions

• Published 2 dozen+ blog posts• Posted home page feature, which we updated on a frequent basis to

reflect changing conditions on the ground Social Media • Tweeted multiple updates/day pointing to actions, fundraising asks,

blog posts from researchers in the field, photo slideshows & videos • Launched new Facebook application, which enables users to take an

action from their news feed Mobile • Sent 3 updates to mobile subscribers: 2 phone actions and 1 update

regarding detained Amnesty researchers

Successes• 60% higher pledge rate than projected in our

telemarketing efforts– Saw 50% credit card rate

• Exceeded February’s online income projections by more than 60%

• Blog traffic was our second highest to date, with 60,000+ page views

• Facebook likes increased by nearly 100,000 • # of Twitter followers grew by 40%

What was working in our favor?• Success driven in large part by the fact that

this issue was headline news that sustained public interest for several weeks

• Issue’s visibility & overriding urgency made internal decision to promote issue across channels a no-brainer – No need for prolonged deliberation

• Ability to marshal coordinated response involving key parts of organization positioned us for success

Questions/Challenges

Three categories of challenges: • Tactical• Data integration• Organization Structure/Culture

Questions/Challenges: Tactical

• How to best tailor ask to appropriate channel? • Play to each channel’s strengths in developing

treatment strategy: – Fundraising and social networks still evolving– Focus instead on word-of-mouth– Supporters derive intrinsic benefits from spreading

the word about good causes to their networks for friends and family

– Mobile & urgent call-in actions

Questions/Challenges: Data Integration

• For multi-channel donors, how do we know which channel is driving response? – If donors are not responding to a given channel,

does that mean it’s “not working?”– Some channels easier to monitor than others – How do we optimize the performance of multi-

channel efforts when the solicitation channel and transaction channel may be different?

Questions/Challenges: Structural/Cultural

• Institutionalizing multi-channel marketing: How do we take multi-channel outreach from pilot to program?

• How do we make cross-departmental coordination more efficient?

Organizational structures

Commun-ications

Development

IT Government Affairs

Others (?)

Commun-ications

Develop-ment

IT Government Affairs

Coordinating Teams

1. Siloed

3. Centralized,integrated

2. Online, other coordinating

teams

External Affairs

Online MarketingCommun-ications

Develop-ment

Organizational structure

External Affairs (Development,

Communications…)Advocacy, Policy and

Research

Aligned goals and strategies

Organizational goals• E.g., Grow list

Campaign goals / strategies:• Devo; Comms; Website/email; Gov’t Affairs; etc.

Budgets:• Collaborate on building them• Common goal of overall bottom line• Incentives (e.g., share costs for database, ad campaigns)• Single acquisition / investment budget?

Metrics:• Shared ROI, other metrics

Aligning Goals Inside External Affairs:

Annual budgetJoint operational & 5-year fundraising plans

Example: Channel Strategy

Inside AIUSA: Cross-functional teamsPriority Campaigns

Crisis Response TeamsStrategic Planning / Priority setting

International Movement:“One Amnesty”International Fundraising Management Team Art for Amnesty

Culture

Leadership and culture• “What’s best for our organization” / highest ROI• Share credit!• Integration / collaboration as key to excellence• Flexibility and innovation

Trust-building measures• Start small, easy wins• E.g., DM drives people online; online shares credit for website revenue with DM

Culture

External Affairs: Strong ethic of teamwork, focus on department goals above individual unit goals.

DR and New Media: share audience, coordinate messaging. DR and PG: share audience, marketing efforts target DR donors DR and MG: Gift officers cultivate high$$ DR prospects. PG and MG: gift officers identify PG prospectsEntertainment Relations: credited for messaging from celebs, supports PG and MG cultivation events

Processes and systems

Communication• Weekly Dev / Comms / Program meetings• Regular fundraising integration meetings• Actively participating in other teams meetings

Data integration

Information sharing

Pooled resources?• Success story to press release, website, enewsletter, magazine,

major donor newsletter…

Processes and SystemsCommunication: Development units meet monthly

External Affairs unit managers meet weeklyCampaign & crisis teams meet weekly or daily

Leadership Team meets every 6-8 weeks

Data Integration: (PIDI / Sphere) Financial data integrated dailyOther data updated weeklyPlan to transfer non-$$ activity from Sphere to

PIDI

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