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1©2011 Convio, Inc. | Page
Welcome!
2©2011 Convio, Inc. | Page
Integrated Multichannel Marketing and Fundraising Best Practices
3©2011 Convio, Inc. | Page
Younger Donors Wanted
But it’s more likely him…
Rather than her…
4©2011 Convio, Inc. | Page
$0.
$100.
$200.
$300.
$400.
$500.
$600.
$700.
$800.
$900.
$1,000.
$1,100.
$1,200.
30% 40% 50% 60% 70% 80% 90%
% Giving
Tota
l Ann
ual G
ivin
g
Boomers
Gen X
Matures
Gen Y
b. 1965-198058% Give35.9M donors$796 yr/avg4.2 charities
b. 1981-199156% Give28.5M donors$341 yr/avg3.6 charities
b. 1946-196467% Give52.2M donors$901 yr/avg5.2 charities
b. ≤194579% Give30.8M donors$1066 yr/avg6.3 charities
Generational Giving Study
Size of each pie is significant –represents total population of each
5©2011 Convio, Inc. | Page
ANNUALGIVING
DONATED BYCHECK BY MAIL
PRIMARY CHANNELS
REGULARLY ON FACEBOOK
Changing Constituent LandscapeMatures
39MPOPULATION
Boomers Gen X
78MPOPULATION
62MPOPULATION
6©2011 Convio, Inc. | Page
Direct donation 42% Attended event 19%Visited website 27% Promoted to others15%Donated goods 23% Volunteered 15%
Direct donation 51% Attended event 18%Donated good 28% Volunteered 16%Visited website 19%
Direct donation 61%Donated goods 25%Attended an event 13%
Direct donation 71%Donated goods 26%Attended an event 13%
Gen Y
Gen X
Boomers
Matures
First Became Involved
7©2011 Convio, Inc. | Page
Increasingly Multichannel Behavior% say appropriate solicitation channel
GEN Y GEN X BOOMER MATURE
77% 79% 74% 77%
76% 69% 60% 51%
69% 60% 38% 17%
51% 42% 39% 34%
38% 25% 16% 13%
Social Media
Phone
Text
8©2011 Convio, Inc. | Page
Word of Mouth is Critical
GEN Y GEN X BOOMER MATURE
87% 89% 82% 76%
“Peer to peer solicitation is the most acceptable form of solicitation”
9©2011 Convio, Inc. | Page
Old Theory, New Applications
10©2011 Convio, Inc. | Page
New Donor Renewal Rate
34.4%
50.9%
Direct Mail
+48%
Integrated Marketing
Source: Company whitepaper entitled “Integrating Online Marketing (eCRM) with Direct Mail Fundraising”1 Traditional defined as offline use.2 Internet Enabled defined as both offline and eCRM use.
Donor Value Over 12 Months
$96
$187
Direct Mail
+95%
Integrated Marketing
Lifetime Donor Value
$314
$694
Lifetime Donor Value
Direct Mail
+121%
Integrated Marketing
Channel Integration Value
11©2011 Convio, Inc. | Page
Acquisition Increasingly Online
3%
16%
6%
27%
Donors Donations
2004 2008
Source: Target Internet donor-centric report
12©2011 Convio, Inc. | Page
Fundraising has Changed, Permanently• Donors expect more transparency and tangibility
• Direct mail continues but no longer dominates
• Multichannel practices must evolve
• Video, social and mobile become mainstream
• Systems deliver strategic advantage/ productivity
13©2011 Convio, Inc. | Page
Understand dimensions
14©2011 Convio, Inc. | Page
Track and influence
relationships
Donors Advocates Volunteers Event attendees Board members Corporations MediaAcademicsPublic officials
15©2011 Convio, Inc. | Page
Does this resemble the “database” at your
organization?
16©2011 Convio, Inc. | Page
Traditional
Expensive
Closed
Single channel
On-premise
“Next Gen” Systems
Complex
ManageDonors
Next-Generation
Multi-Channel
Cost-effective
On-demand
Open
Easy-to-use 31 2
Manage All Relationships
17©2011 Convio, Inc. | Page
• Research tells us that a multichannel approach is the only option for reaching across generational constituencies and for planning for the next generation.
• Key tactics will ease the migration to incorporate digital channels as Boomers come online and younger generations make more significant financial impact.
• Online feeder acquisition• Segmentation methodology• Top 10 multichannel marketing principles
Putting the Pieces Together
18©2011 Convio, Inc. | Page
Applying Generational & Channel Learnings
Audit online strategy and tactics to determine how we’re meeting generational needs.
Create connections between the online and offline worlds to support generation “migration” and giving channel preference.
19©2011 Convio, Inc. | Page
How are we meeting Generational Needs?
Matures Boomers Gen X Gen Y
Attitudes/Values
Unconditional Looking for you to be good stewards of their $
Time vs. MoneyPremeditated Giving
Online ConnectionPeer Motivated
Time to Give BackWhat’s In It For Me? Random
Tact
ics
+ St
rate
gies
20©2011 Convio, Inc. | Page
Assessment: How do we reach Matures?
• Annual Tax Receipts
• Charity Navigator Insignia
• Fundraising Expenditure Disclosure
• E-Newsletters
Unconditional
Stewardship of Donor $’s
21©2011 Convio, Inc. | Page
How are we meeting Generational Needs?
Matures Boomers Gen X Gen Y
Attitudes/Values
Unconditional Looking for you to be good stewards of their $
Time vs. MoneyPremeditated Giving
Online ConnectionPeer Motivated
Time to Give BackWhat’s In It For Me? Random
Tact
ics
+ St
rate
gies
Longer-form appeals
Annual Tax Receipts
Guidestar/BBB/Charity Navigator logos
Fundraising Expenditure Disclosure
E-Newsletter
22©2011 Convio, Inc. | Page
Assessment: How do we reach Boomers?
• Renewal Appeals and Notices
• Event Fundraising Donation (vs. Participation)
• Basic Donation Forms
• Volunteer Opportunities
• Data Mining Planned Giving
Pre-meditated Giving
Time vs.. Money
23©2011 Convio, Inc. | Page
How are we meeting Generational Needs?
Matures Boomers Gen X Gen Y
Attitudes/Values
Unconditional Looking for you to be good stewards of their $
Time vs. MoneyPremeditated Giving
Online ConnectionPeer Motivated
Time to Give BackWhat’s In It For Me? Random
Tact
ics
+ St
rate
gies
Longer-form appeals
Annual Tax Receipts
Guidestar/BBB/Charity Navigator logos
Fundraising Expenditure Disclosure
E-Newsletter
Renewal Appeals and notices
Event Fundraising Donation (vs. participating)
Basic Donation Forms
Volunteer Opportunities
Data Mining Planned Giving
E-Newsletter
24©2011 Convio, Inc. | Page
Assessment: How do we reach Gen X?
• Create/Donate to a Tribute Fund
• Make a Sustained/Committed Gift
• Sign a Pledge
• Event Attendance
• Mobile Site Optimization
Random, peer motivated
Online connection
25©2011 Convio, Inc. | Page
How are we meeting Generational Needs?
Matures Boomers Gen X Gen Y
Attitudes/Values
Unconditional Looking for you to be good stewards of their $
Time vs. MoneyPremeditated Giving
Online ConnectionPeer Motivated
Time to Give BackWhat’s In It For Me? Random
Tact
ics
+ St
rate
gies
Longer-form appeals
Annual Tax Receipts
Guidestar/BBB/Charity Navigator logos
Fundraising Expenditure Disclosure
E-Newsletter
Renewal Appeals and notices
Event Fundraising Donation (vs. participating)
Basic Donation Forms
Volunteer Opportunities
Data Mining Planned Giving
E-Newsletter
Creation of/Donation to a Tribute Fund
Make a Sustained/Committed gift
Sign a pledge
Event attendance
Mobile Site Optimization
26©2011 Convio, Inc. | Page
• Premiums/Contests
• Event Fundraising Participation (vs. Donation)
• Social Media
• Mobile Outreach
Assessment: How do we reach Gen Y?
What’s in it for me?Time to give back
27©2011 Convio, Inc. | Page
How are we meeting Generational Needs?
Matures Boomers Gen X Gen Y
Attitudes/Values
Unconditional Looking for you to be good stewards of their $
Time vs. MoneyPremeditated Giving
Online ConnectionPeer Motivated
Time to Give BackWhat’s In It For Me? Random
Tact
ics
+ St
rate
gies
Longer-form appeals
Annual Tax Receipts
Guidestar/BBB/Charity Navigator logos
Fundraising Expenditure Disclosure
E-Newsletter
Renewal Appeals and notices
Event Fundraising Donation (vs. participating)
Basic Donation Forms
Volunteer Opportunities
Data Mining Planned Giving
E-Newsletter
Creation of/Donation to a Tribute Fund
Make a Sustained/Committed gift
Sign a pledge
Event attendance
Mobile Site Optimization
Premiums/Contests
Event Participation (vs.. Donation)
Social Media
Mobile Outreach
28©2011 Convio, Inc. | Page
• Ability to influence the overall relationship through an online campaign
• Online must serve as a list acquisition channel for offline campaigning
Online Feeder Acquisition
29©2011 Convio, Inc. | Page
• Is it time to begin capturing birth year data and segment based on generational characteristics and assumptions?
• Does the offer and primary action change based on what we know about constituents?
Segmentation Methodology
Cancer OrganizationCancer Research Month
Generation Matures Boomer Gen X Gen Y
Call to Action Give to allCancer
Research
Give to a Cancer
Tribute Fund
Give to a Cancer
Tribute Fund
Create a Tribute for
CancerResearch
30©2011 Convio, Inc. | Page
• Simplifies messaging and actions
• Cohesive experience
Follow an Integrated Calendar
31©2011 Convio, Inc. | Page
• Don’t offend a mid- or major donor with a $15 ask
Respect & Acknowledge Giving Behavior
32©2011 Convio, Inc. | Page
• Channel demographics should influence your decision to promote an offer
Vary Ask and Offers by Channel
33©2011 Convio, Inc. | Page
• Encourage response in preferred channels while maximizing reach through traditional means
Empower Constituents to Respond in Channel of Choice
34©2011 Convio, Inc. | Page
• Opportunity to educate and ultimately convert to donors
Welcome Prospects
1 2
35©2011 Convio, Inc. | Page
• Embrace channel-hopping and shifts
“Cannibalization” is Retention
36©2011 Convio, Inc. | Page
• Establish organization and departmental metrics that support and never penalize for channel shifts
Gauge Campaign Results across All Channels
37©2011 Convio, Inc. | Page
• Take the long-term view and gauge response based on engagement and your ability to motivate via each channel.
Factor Engagement into ROI
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• To identify and ultimately target highly engaged but underperforming constituents
Leverage Online Data to Build More Effective Traditional Programs
39©2011 Convio, Inc. | Page
• Determine gaps in existing strategy that new technology might fill
Confront New Technologies
40©2011 Convio, Inc. | Page
Thank you for attending!Next Steps: Download today’s presentation and additional
free resources that will help your organization execute multichannel strategies www.convio.com/multichannel
Connect with us! Twitter: @convio Email: [email protected] Blog: www.connectioncafe.com