Nonprofit Success Workshop - Online Fundraising, Marketing ... › files › downloads ›...

1 ©Convio, Inc. | Page Twitter hashtag: #ConvioNSW

Nonprofit Success Workshop 10/25/2011

Instructors: Sally Heaven & Amanda Olsen


The times, they are a-changin’…


Agenda

• The Next Generation of American Giving

• Communication Trends

• Acquiring New Donors

• Major Gift Fundraising

• Top 10 Multi-Channel Marketing Principles


New Donor Acquisition Down

Source: Target Analytics


Bright Spot Analysis

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

$0

$200,000

$400,000

$600,000

$800,000

$1,000,000

$1,200,000

$1,400,000

10/2

006

11/2

006

12/2

006

1/20

07

2/20

07

3/20

07

4/20

07

5/20

07

6/20

07

7/20

07

8/20

07

9/20

07

10/2

007

11/2

007

12/2

007

1/20

08

2/20

08

3/20

08

4/20

08

5/20

08

6/20

08

7/20

08

8/20

08

9/20

08

10/2

008

11/2

008

12/2

008

1/20

09

2/20

09

3/20

09

4/20

09

5/20

09

6/20

09

7/20

09

8/20

09

9/20

09

10/2

009

11/2

009

12/2

009

1/20

10

2/20

10

3/20

10

4/20

10

5/20

10

6/20

10

Cumulative Online Revenue

# Email Records


The Next Generation Study


ANNUAL GIVING

DONATED BY CHECK BY MAIL

PRIMARY CHANNELS FOR UPDATES

REGULARLY ON FACEBOOK

Channels for Revenue & Updates Matures

39M POPULATION

Boomers Gen X

78M POPULATION

62M POPULATION


Channels for Awareness

Gen Y Mainstream media 27% Word of mouth 22% School 18%

Gen X Mainstream media 24% Word of mouth 18% Mail 16%

Boomers Mainstream media 28% Mail 19% Word of mouth 16%

Matures Mail 35% Mainstream media 24% Word of mouth 18%

52% first heard childhood Average time support: 4 yrs

55% first heard 30’s+ Average time support: 13 yrs

68% first heard 30’s+ Average time support: 15 yrs

32% first heard childhood Average time support: 7 yrs


When Channel-Hopping Is Expected…


…Present Consistently Across Channels


Obstacles & Solutions


“Our email list is too small” “We can’t reach a wide enough audience”


List Growth

Joined Convio April 2009

• Fielded petition

• Doubled their list

• Boosted revenue 600%


List Growth Ideas

Pledges


List Growth Ideas

Pledges

Give-Aways


List Growth Ideas

Pledges

Give-Aways

Downloads


List Growth Ideas

Pledges

Give-Aways

Downloads

Sponsored Donations


• Acquire multi-channel contact information via engagement campaigns • Ask yourself:

• What are we giving away “free” now? • Is there an item or experience we could give away? • What solutions can we recommend for common issues? • What controversies are we/our constituents facing? • Who might sponsor a donation to grow our circle of friends?

Solution: Offer Incentives


Pop Quiz!

• Pick a partner NOT with your organization

• State your mission

• Exchange ideas re: • Suggest what your partner’s group could offer that

might entice YOU to give your email address


Test Drive List Growth

On-the-Fly


“We’re very major-donor focused” “Online/Social/Mobile is just a distraction…”


The Wired Wealthy Study

The Wired Wealthy Connecting with Your Mid to Major Donors An in-depth survey and study by Convio, Sea Change Strategies, and Edge Research


• Penelope Burke study found 46% of lost donors due to “a failure to communicate.” • feels charity is not fulfilling its mandate • disagrees with change in direction • lost interest in the cause • believes charity no longer needs donor’s support • feels there are more compelling causes out there • believes charity has not kept in touch

Why Donors Stop Giving

How can this be??


More Channels, Insufficient Staff

Mail

Phone

Face-to-Face

Email

Mobile

Social Networks

Website

Donor Communication Channels, 1991 Now in 2011


90% of organizations store supporter data in more than one place.

50% of organizations use paper, spreadsheets, or electronic address books to manage supporter data.

(Becomes Institutional Memory Loss)

Insufficient Systems


Out of Balance with Tech Investment

Public (“foreground”)

Staff (“background”)


CC:

FW:

RE:

Tech gone wild

SUBJ: Major donor wants an update…

RE:

RE:

RE:

RE:

CC:

CC:

CC:

CC:


Tech on purpose


Recognition/Cultivation

Step

Timeline

$1 -

$249

$250 -

$499

$500 -

$999

$1,000 -

$2,499

Action

Thank You Letter, Signed by ED with Tax Info (On Letterhead)

Within 24 hours X

X

X X Print Letter for ED

to Sign

Handwritten Thank You Note with Pet Photo

48 hours X

X

X

X

Provide Card

Phone Call from ED or Development Director

48 hours X X

X

Provide Number

Note from Furry Friends Board Chair

2 weeks X

X

Send Board Chair Info, Card

Call from Furry Friends Board Member

Within 2 weeks X

Provide Number

Invitation to Tour Shelter, Mobile Spay/Neuter Clinic, etc.

As Appropriate X

Send Invite

Note from Volunteer Shelter Worker, Veterinarian, Adopter, etc

2 months X

Identify, Give Stationery

Holiday Cards Send in November Every Year

X

X

X

X

Put Together Mailing List

Donor Listing in “The Scoop” Annual Report

Annual X

X

X

X

Invite to “Wag and Purr” Donor Appreciation Event

Annual X

X

X

X

Plan, Organize


What could this mean for you?

“YES” Give Again, If called by

BOD

“YES” Increase Amount

From Donor Centered Fundraising, by Penelope Burke


Test Drive Stewardship

On-the-Fly


Don’t let this be you!

Donors not getting called except for ask

From Donor Centered Fundraising, by Penelope Burke

Donors not getting visited except for ask


Public (“foreground”) Staff (“background”)

Solution: Invest in Balance

• Harness technology in foreground & background


• Cost | Capabilities | “I want to see _________”

…then close out with Top 10 Principles

10-Minute Q&A


“Social Media doesn’t work for us” “We tried & got nothing”


Common Ground™


Rare Consensus Among Generations

GEN Y GEN X BOOMER MATURE

87% 89% 82% 76%

“Peer to peer solicitation is the most acceptable form of solicitation”


Solution: Power to the People

Percent of online time spent social networking

HINT: Let your “free agents” help figure it out.

25% Source: Nielsen ratings, May 2011


Test Drive Getting Results from Social

On-the-Fly


Top 10 Principles For Multi-Generational/Multi-Channel Success


Be Holistic

VOLUNTEERS DONORS 67%

Source: Fidelity Charitable Gift Fund and VolunteerMatch http://www.charitablegift.org/learn-about-charity/news/12-03-2009.shtml

http://www.charitablegift.org/learn-about-charity/news/12-03-2009.shtml�


Be Balanced

Foreground Background


Be Consistent


Be Present


Be Likeable


Guess what these have in common?

50% of facebook posts

25% of tweets

They contain links!

Be Shareable


Be Welcoming

1 2


Be Persistent

1

2

3


Be Data-Driven


Be Adaptable


Donors

Prospects

Events

Programs

Corporations Volunteers Media

Academics

Foundations

Partners

Practitioners

Advocates

Lapsed

Brought to You by Common Ground

The donor database (or “central nerve system”)

of the modern nonprofit

Mail

Phone

Face-to-Face

Web

Social

Mobile

Email


Appendix


Homework

• With your fundraising team, exchange ideas re: • Who OUTSIDE your fundraising team could be

assigned a prescribed stewardship task • For example, museum curators could send thank-you

notes with seasonal “staff-pick” inserts, like The Top 4 Family-Friendly Halloween Films

• Incorporate the above into a documented stewardship plan (see template next page)


Cultivation

Step

Timeline

$1 -

$249

$250 -

$499

$500 -

$999

$1,000 -

$2,499

Action

Nonprofit Success Workshop - Online Fundraising, Marketing ... › files › downloads ›...

Documents

Transcript of Nonprofit Success Workshop - Online Fundraising, Marketing ... › files › downloads ›...