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Tuesday, March 22, 2011 Presented by: Harry Lynch CEO, Sanky Communications Inc. Paul Habig Executive Vice President, SankyNet
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Together at Last: The Happy Union of Online and
Offline Fundraising! Tuesday, March 22, 2011
Presented by:Harry Lynch
CEO, Sanky Communications Inc.
Paul HabigExecutive Vice President, SankyNet
www.sankynet.com
Twitter - @sankynet
Dramatic shift towards online giving in the last 5 years. Typical nonprofit now receives 8% of income online. 2/3 of major donors report looking at a charity’s website
before giving. Facebook estimated to be fastest growing company ever! 57% of donors report “a lot of” awareness of text donation
options following Haiti. Many charities seeing 30%-40% of direct mail recipients
making their gifts on website.
State of Integrated Fundraising
2010 Benchmarks % Annual Online Growth
Arts, Culture, and Humanities +8.7%
Education +13.7%
Environment and Animals +28.4%
Health Care +7.4%
Human Services +29.3%
International Affairs +130.8% (Haiti)
Public / Society Benefit +15.0%
Why Integration?Coordination of channels:
Increases response rate Increases average gift Increases long-term value of donors
Building blocks of integration: Email, Print, Website, Search, Social Media Mobile, Apps, Telemarketing and more…
Nat. Social Service/Advocacy
FY2010: $1,516,229FY2009: $1,141,429
% Increase: 33%
Local Social Service
FY2010: $809,959FY2009: $605,900
% Increase: 34%
Human Rights
FY2010: $289,478FY2009: $215,267
% Increase: 35%
Advocacy
FY2010: $59,549FY2009: $48,203
% Increase: 24%
Response by Sent Channel
Case Study 1:
Synchronized campaigns show huge value! Many prime donors now rely on the medium. But collecting email addresses in direct mail is very slow
going… email appends typically find only 10-20% of records. Some of the best offline donors still don’t use email.
State of the Union # 1: Email
Direct Mail Reply Slip
Email Append
Email Acquisition
www.sankynet.com Tuesday, March 22, 2011
Email Cultivation
Case Study 2:
Channel jumping is getting easier… and the potential for online stewardship and engagement is almost limitless!
DM audience is starting to move online for transactions. But classic direct mail donor is not the most Web savvy. Switching mediums takes some effort. Risks of distraction when we pull a direct mail donor
online.
State of the Union # 2: Print
Coordinated Interactive Voting Rights Website
Coordinated Email Campaign
June 11, 2010
Coordinated Direct Mail
Coordinated Web Graphics
Case Study 3:
WEB PAGES
Stewardship and upgrade potential is phenomenal… and cost saving potential enormous.
Success of recurring giving programs is catapulted to new levels online.
Most websites serve multiple purposes beyond fundraising – and are often hands off as far as development is concerned.
Data tracking can be limited… and success at channel-migration hard to measure.
State of the Union #3: Web Pages
Strong Homepage
Direct Mail AreaAction Buttons
Giving Options – including Monthly
Homepage Lightbox – integrated with TV promo
Holiday Lightbox on Homepage
Homepage Year End Countdown Lightbox
Homepage Holiday Lightbox
Homepage Donation Call-Out
Catalog Holiday Banner
Case Study 4:
SEARCH MARKETING
Optimize your site for mission-specific keywords Average gift tend to be high… and long-term value is
tremendous! Paid search can be a great source of new email addresses,
while organic traffic brings potential donors to your site. But there is little hard evidence of donor crossover to
search engines. A high volume of donations is harder to come by in this
channel.
State of the Union # 4: Search Marketing
Search Engine Optimization
Keywords Evaluation“Mircofinance” vs. “World Hunger
July 2010 – Page 4 January 2011 – Page 1
“Microfinance” – Search Engine Optimizing Freedom from Hunger
Pay-Per-Click Ad
Search Engine Marketing
Search Engine Marketing - Landing Page Test
• Child-focused page – almost 2x as many donations
• Build on visitor activity maps to optimize campaign
“Child” “Holiday”
Don’t forget Bing and Yahoo!
Pay-Per-Click Ad
Contextual Placements
Case Study 5:
SOCIAL MEDIA
The explosive growth in usage means our very best donors – even Grandma – will soon be on Facebook!
You can’t beat it for brand building. Keeping an authentic presence is time-consuming. The payoff in immediate support is often very limited.
State of the Union # 5: Social Media
Social Media Campaign
“Share”-able Infographics
Care 2 Daily Action
Branded Welcome Email
Targeted Facebook Advertising
• Demographic Analysis
• Social Momentum
• Awareness Building
Facebook Campaign – Active Daily Engagements
Twitter Campaign - Active Daily Tweets
Case Study 6:
INTEGRATED CAMPAIGN
Integrated Campaign – Cold Weather Appeal
Integrated Campaign – Direct MailWebsite landing page for direct mail donors.
Integrated Campaign – Homepage
Integrated Campaign – Site wide
Integrated Campaign – Donate Form (including monthly)
Integrated Campaign - SEM
www.sankynet.com
Integrated Campaign – Social Networking
Tuesday, March 22, 2011
Movement across channels will accelerate and integration will be more important than ever.
New complexities — and new opportunities — lie ahead! Will mobile fundraising emerge as a high value long-term
channel? Will QR codes emerge as the next big thing? What else will the future bring to fundraisers?
We must be nimble…to embrace the future while not losing sight of what we already know.
State of the Union: What Will the Future Bring?
Thank you and check our new website: http://sankynet.com
@sankynet
@paulhabig
@ DaLynchMob
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