FUNDRAISING INNOVATION AND GROWTH -- A NONPROFIT INDUSTRY PERSPECTIVE—
© 2015 Merkle. All Rights Reserved. Confidential2
Nonprofit Industry Trends
Decline in Direct Mail Performance
Consumer Flightto Digital
Reliance on Fundraising Portfolio
Three industry trends driving nonprofit marketers to focus on the donor
Watch this presentation in Merkle’s Donor-Centric Fundraising: Challenges, Opportunities & Digital Integration on-demand webinar series.
© 2015 Merkle. All Rights Reserved. Confidential3
Decline in Direct Mail Performance Respond to Mail3
1987 2011 2012 2013
2015 DMA Statistical Fact Book, Nonprofit Mail Volume
2015 DMA Statistical Fact Book, Nonprofit Mail Treatment, Letter-size Envelope
1987 2012 2013
2015 DMA Statistical Fact Book, Mail Reaction by Industry, Charities
1987 2012 2013
Consumers are reading less mail Consumer are responding to less mail
Nonprofits are mailing less
Watch this presentation in Merkle’s Donor-Centric Fundraising: Challenges, Opportunities & Digital Integration on-demand webinar series.
© 2015 Merkle. All Rights Reserved. Confidential4
Consumer Flight to Digital
0
10
20
30
40
50
60
70
80
90
100Percent of Daily Consumer Time Spent using Media (US Adults)1
Digital Media
Offline Media
Mobile Media
2010 2011 2012 2013 20141eMarketer, Daily Time Spent with Media Among US Consumers, 2010-2014, January 2015
Watch this presentation in Merkle’s Donor-Centric Fundraising: Challenges, Opportunities & Digital Integration on-demand webinar series.
© 2015 Merkle. All Rights Reserved. Confidential5
Nonprofits Are Responding, But Online Results Are Lagging Consumer Shift
2 2014 Blackbaud Charitable Giving Report, February 2015
1 Survey of Nonprofit Email Performance, Merkle Inc., August 2015
3 Same as #2
53%Average % of nonprofit email
opened using a mobile device 1
8.9%Online giving growth in 2014.
Compared to 2.1% growth in giving overall 2
6.7%Online giving portion of overall
fundraising revenue 3
Watch this presentation in Merkle’s Donor-Centric Fundraising: Challenges, Opportunities & Digital Integration on-demand webinar series.
© 2015 Merkle. All Rights Reserved. Confidential6
Reliance on Fundraising Portfolio Adds More Complexity to Marketing
1 Survey of Philanthropy 100 Nonprofits, September
2015, Merkle Inc.
9.1 Average number of
direct marketing driven fundraising
programs 1
EVENTS
1X GIVING CHILDSPONSORS
GIFT CATALOG
HONORMEMORIAL
SUSTAINER
SUSTAINERDISASTER
Watch this presentation in Merkle’s Donor-Centric Fundraising: Challenges, Opportunities & Digital Integration on-demand webinar series.
© 2015 Merkle. All Rights Reserved. Confidential7
How Do Nonprofits Respond to These Challenges?
Put the donor at thecenter of your
fundraising
But, what does this really mean?
TV/Video
DM/Email
Display
Search
Social
Major Givin
g
Ride Even
t
Walk Event
Gale EventCall Center
Web
Telemarketing
Run Even
t
Watch this presentation in Merkle’s Donor-Centric Fundraising: Challenges, Opportunities & Digital Integration on-demand webinar series.
© 2015 Merkle. All Rights Reserved. Confidential8
We Agree that This is the Right Donor Experience
Susan
Prospect Paid Social Organic Search
Display
Email But, how do we do this?
WebsiteDirect Mail
Paid Search Donation Page
Watch this presentation in Merkle’s Donor-Centric Fundraising: Challenges, Opportunities & Digital Integration on-demand webinar series.
© 2015 Merkle. All Rights Reserved. Confidential9
An Example to Help Define the Donor-Centered Approach
CHALLENGEBuild a monthly giving program, starting with
upgrade of 1x donors.
OBJECTIVES• Build a recurring revenue stream
• Develop and test it in existing channels
• Scale (later) in new acquisition channels
Watch this presentation in Merkle’s Donor-Centric Fundraising: Challenges, Opportunities & Digital Integration on-demand webinar series.
Watch the full presentation in Merkle’s
Donor-Centric Fundraising: Challenges, Opportunities &
Digital Integration on-demand webinar series.
Jeff PatrickChief Strategy Officer, VP Nonprofit
Merkle [email protected]
Top Related