Case Study: Operation Smile Seizing the Opportunity, Rising to the Challenge(s!)

Case Study: Operation Smile

Seizing the Opportunity,Rising to the Challenge(s!)

Kyla ShawyerCOO, Operation Smile

Tom HarrisonCEO, Russ Reid

Right strategic partner

Right experience

Right people

CONTROL OFFER:

“$15 will help provide surgeries to children

with cleft palate”

CONTROL OFFER:

“$15 will help provide surgeries to children

with cleft palate”

1 surgery = $240

or

$20/month

Major gifts

Direct mail program

What else?

Where did we get the money?

Long form or short form?

$20/month

or

$240 for a surgery?

Landing pageor

call center?

How do we handle attribution of web

donations?

Creative

How should we tell our story?

How do we show severe images?

Foundersor

celebrity?

Which regions resonate best?

Hide

Before & After

The story behind the story…

Where we were…

Department silos

Revenue silos

Donor “ownership” issues

Poor donor experience

Where we wereMarcomm vs. DR

The future of fundraising – “One big happy family”Old Way New Way

Organizational Philosophy/structure Fragmented; competitive Holistic; collaborative

Organizational Philosophy/structureMultiple Channels/businesses ultimately overseen by the individual department head

Integrated Channels/businesses overseen by one CRM head

Focus Short-term: reaching this year’s goal Long-term: building for the long-term

Measurement of Success‘Channel owners’ judged by the results from their channel

Channel owners judged by the results generated by the entire enterprise

Measurement MetricShort-term focus: revenue/net revenue generated by the channel

Long-term view: overall value (revenue+ ‘non financial value’) generated by the constituent

Data records “Owned” by the channel which acquired record Owned by all channels

Strategic InitiativesWIIFM (What’s In It For Me): developed and launched by individual businesses

WIIFU (What’s In It For Us): developed by CRM head, after weighing enterprise options; launched by individual businesses

Touchpoint PhilosophyIndependent: communications launched when it makes most sense for the Individual channel/business

Interdependent: one common Communications Plan shared by all channels/businesses. Touches driven by what makes the most sense for the constituent

Communications PhilosophyOrganization-centric: about our needs and what interests us

Constituent-centric: about the constituent’s interests, and what appeals to donors

Tom Gaffney, Nonprofit Times, 2008

Challenges – The Stomach Ache

“This is how we’ve always done it.”

“But we are Marketing and Communications, not Fundraising?”

“How will we be able to measure ROI?”

Breaking down the silos

Who do I need on my side?

Do your homework

Focus on consensus building

Create advocates

It’s going to hurt a little bit!

Donor first

25th anniversary

4,000 surgeries in 10 days across 25 countries with medical volunteers from 80+ countries

DMA Nonprofit of the year

Seize the momentum!

So where did we end up?

Marketing Organizational Structure

Tom Gaffney, Nonprofit Times, 2008

Infrastructure for Growth

Infrastructure for Growth

Account Director/Strategy/Analytics

Account Director/Strategy/Analytics

PresidentStrategyCreative

Media

PresidentStrategyCreative

Media

Account/Media/

Strategy/Analytics

Account/Media/

Strategy/Analytics

Media/StrategyMedia/

Strategy

Account DirectorAccount Director SVPSVP

AnalyticsSupervisor/

Data Control

AnalyticsSupervisor/

Data Control

TeleservcsManager/

Data Control

TeleservcsManager/

Data Control

Account DirectorAccount Director

Account Executive/

PR Director

Account Executive/

PR Director

Global “Group Hug”

Organization-wide re-branding effort

Surveyed all stakeholders for input:

Defined core values

New mission statement

Developed a new tag

“Brand essence” video

Where We Are Now

Integrated campaigns

Look globally and strategically

Increased donor value and our value to the donor

Broadcast weeks: 7/1 7/8 7/15 7/22 7/29 8/5 8/12 8/19 8/26 9/2 9/9 9/16 9/23 9/30 10/7 10/14 10/21 10/28 11/4 11/11 11/18 11/25 12/2 12/9 12/16 12/23 12/30 1/6 1/13 1/20 1/27 2/3 2/10 2/17 2/24 3/3 3/10 3/17 3/24 3/31 4/7 4/14 4/21 4/28 5/5 5/12 5/19 5/26 6/2 6/9 6/16 6/23

Television (Darker = Heavier)

Long Form

English Short Form

Spanish Short Form

Online DisplayRun of Site/Retargeting

AffiliateseMiles and Swag Bucks My Points My Points My Points

Paid SearchGrants & Paid

Direct MailAcquisition Main Drop (mail date)

Acquisition Follow-up Drop (mail date)

Left to Die Summer NL Rwanda Smiles (GIK) 1 in 10 (GIK) Matching Gift Holiday Card (Match) Membership Card Stock an OR Matching Gift Newsletter 6 Kids Bounce Back Summer Challenge Buried AliveCultivation 7/2 7/19 8/6 8/14 8/26 9/2 9/24 10/10 11/1 11/12 11/21 12/5

Child's Art (GIK) Instant Fix (GIK) Rwanda Smiles (DC) The Journey Newsletter Year End (Match) Airmail Tax Receipt Fiscal Year End

Low Dollar Cultivation 7/23 9/2

Welcome Series

Smile Partner - Cash

Smile Partner - Credit Card

Acknowledgement (Ltrs, Call Weekly)

Premium Fulfillment Mailings

Lapsed Donor Prevention Series

E-mail

Campaigns

Gift Catalog Does not include donors on upcoming guest lists Does not include donors on upcoming guest listsPrint Catalog 10/16

Online Catalog Live

Telefundraising TBD 11/1 Holiday Match Appeal 3/26 Spring Matching Challenge CampaignLapsed TBD 11/26

8/6 Send Now GIK Appeal 11/1 Holiday Matching Challenge Campaign 3/19 Spring Matching Challenge CampaignCampaigns 8/19 11/12

11/1 Holiday Match appeal Stock an Op Rm w/ GIK offer 13x Drops 1/31 FY End w/ Match offer extensionActive 11/19

Donor Care 1 in 10 (GIK) Holiday Card (Match) Stock an OR Spring Campaign MainCultivation 8/14 10/10 11/12 11/21 12/5 Newsletter

Summer Newsletter Newsletter Year-End (Match) Tax Receipt Spring Campaign Chaser Fiscal Year EndCampaigns 8/26 11/1 11/8 Chaser Drop Chaser Drop

Send Now DM Main Drop Main DropCampaign Reporting One Sheets

Donors to campaign and DC portfolio Donors to campaign and DC portfolioMG Portfolios Holiday Card Holiday Card Tax Receipt Conference Call Conference Call

Prospect Cultivation 11/21 12/7 TBD TBD TBD(also birthdays, anniversaries, personal milestones)

Main DropChaser Drop Year End Spring Campaign Summer ChallengeDM Solicitation 11/1 11/8 12/12 TBD TBD(in-person plus DM signed by MGOs)

Newsletter Newsletter Annual Report Newsletter From the FieldStewardship (Impact Reporting) 8/14 11/12 TBD TBD TBD(hand signed cards with B&As, photos from field)

Events Palm Beach Smile Toronto Smile DC Grin Smile Evening of SmilesOccasion

LA Gala Dallas Princeton Smile DWT S/NC Event Park City Smile Jr. Smile New York Smile Boston Smile

Event DonorsEvent Thank You

Cultivation 11/12 12/5 Newsletter - AllNewsletter Year End (Match) "Ngan" version for event participants Event Donor Version (Match)

Operation SmileFY14 U.S. Multichannel Fundraising Calendar

July September October November December May JuneAugust January February March April

Broadcast weeks: 7/1 7/8 7/15 7/22 7/29 8/5 8/12 8/19 8/26 9/2 9/9 9/16 9/23

Television (Darker = Heavier)

Long Form

English Short Form

Spanish Short Form

Online DisplayRun of Site/Retargeting

AffiliateseMiles and Swag Bucks

Paid SearchGrants & Paid

Direct MailAcquisition Main Drop

Acquisition Follow-up Drop

Left to Die Summer NL Rwanda Smiles (GIK)General Donor Cultivation 7/2 7/19 8/6 8/14 8/26 9/2 9/24

Child's Art (GIK) Instant Fix (GIK) Rwanda Smiles (DC) The Journey

Low Dollar Cultivation 7/23 9/2

Spanish Cultivation

Welcome Series

Acknowledgement (Ltrs, Call Weekly)

Premium Fulfillment Mailings

Lapsed Donor Prevention Series

E-mail

Campaigns

Gift CatalogPrint Catalog

Online Catalog

TelefundraisingLapsed

Donor Care

Active Partner

Smile Partner ProgramMoBill - Cash

MoBill - Credit Card

Patner Conversion

Donor Care ProgramCultivation 8/14

Summer NewsletterCampaigns 8/26

Send Now DMCampaign Reporting Back

MG PortfoliosProspect Cultivation(also birthdays, anniversaries, personal milestones)

July SeptemberAugust

Goal: Teamwork = 1,000 smiles!

1.000Smiles

650%650%

What did we learn?

1. Clear objectives

2. Board, management and staff alignment

3. Secure budget

4. Hire the right agency partner

5. Hire the right people

6. Know your donors

7. Create the right offer

8. Choose optimum channels

9. Integrate across all media

10. Target creative at the right audience

11. Test. Test. Test.

12. Micromanage call center and landing pages

13. Invest in growth

14. Retention. Retention. Retention.

15. Lather. Rinse. Repeat.

What can go wrong?

1. Non-alignment

2. Internal messaging battles

3. Silos

4. Insufficient commitment

5. Insufficient infrastructure

6. The “I have ideas too” syndrome

7. Not implementing the 40/40/20 rule

8. Response channel oversights

The next 10 years

The story, behind the story, behind the story…

Does a merger make sense?

How do we keep our key stakeholders aligned as we continue

to change and grow?

How do we change our special events culture to a

major gift culture?

How fast do we grow globally?

Q&A

Thank you!

Kyla Shawyerkshawyer@operationsmile.org757.321.3225

Tom Harrisontharrison@russreid.com626.463.9400