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Multi-channel Fundraising in the 21th Century. Presentation to AFP Vancouver Chapter breakfast meeting - Sept 16, 2010
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MULTI-CHANNEL FUNDRAISING IN THE 21ST CENTURY
Mike Johnston – HJCSeptember 16, 20107:00 – 9:00AFP/CAGP Vancouver
04/07/2023 proprietary and confidential 2
We are omnivorous…since 1993 cross channel
• What is it?
• Why do it?
• What’s stopping you?
• Online and Direct Mail
• Paper and the Phone
• Text and the Phone
• Online and the Phone
• New York Public Library – using cross channel fundraising to break down silos
• Online and video
• Online and major gifts and legacies: Canada, Mexico, United States
• Culture, structure – the change management challenge!
MULTI-CHANNEL FUNDRAISING
The use of multiple channels (online, direct mail, telephone, mobile) to support one another to raise more money and build better donor relationships
MULTI-CHANNEL FUNDRAISING
Why do it?
GEN Y GEN X BOOMERS MATURES
48% 57% 52% 48%
26% 43% 54% 77%28% 35% 32% 30%
29% 35% 31% 25%
22% 28% 28% 31%
22% 22% 27% 35%25% 27% 17% 12%
8% 10% 16% 25%11% 17% 14% 11%
14% 13% 4% 2%
9% 6% 4% 2%
Checkout Donation
Check by Mail
Gift Shop
Website
Fundraising Event
Honor/Tribute Gift
Third Party Vendor
Phone
Monthly Debit
Mobile/Text
Social Networking Site
52%
49%
32%
31%
27%
26%
20%
14%
14%
8%
5%
Giving Channels% donated this way in last 2 years (total)
Emerging Channels
Peer to Peer
Social Media
Phone
Text
52%
41%
28%
22%
15%
8%
Solicitation Channel (From charities/nonprofits with established relationship)
% say appropriate solicitation channel (rank ordered by very important –blue) TOTAL GEN Y GEN X BOOMER MATURE
84% 87% 89% 82% 76%
77% 77% 79% 74% 77%
65% 76% 69% 60% 51%
47% 69% 60% 38% 17%
42% 51% 42% 39% 34%
23% 38% 25% 16% 13%
What about Canada?
04/07/2023 proprietary and confidential 10
Always Check Website Before Donation
Gen Y Gen X Boomers Matures0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
19%
11%
6%8%
16%14%
12%
7%
25%24%
19%
14%
21%
25% 25%
22%
14%
21%
33%
42%
Perfectly Very well Pretty well Not too well Not well at all
04/07/2023 proprietary and confidential 11
Email Address Collection
04/07/2023 proprietary and confidential 12
Promote Causes Through Email & Social Networks?
• School is an important way in which Gen Y learned about Charity's they support. Mail is important for Civics. All generations learn about charity through media and personal connections.
• All generations think that donating money is the best way they can make a difference but younger generations also think that spreading the word is extremely valuable too. So create more tell-a-friend links.
• School is an important way in which Gen Y learned about Charity's they support. Mail is important for Civics. All generations learn about charity through media and personal connections.
• All generations think that donating money is the best way they can make a difference but younger generations also think that spreading the word is extremely valuable too. So create more tell-a-friend links.
• Quite staggering differences in the feeling between different generations about being contacted for a donation on social media channels. Younger people find it dramatically more acceptable than older people.
• This is the most controversial channel.
• X and Boomers are the biggest supporters P2P. Everyone loves P2P but the charity has to be right too to get a donation - not just about the personal ask.
• It is hard to get phone numbers from people across all age groups. However, people are AS likely to give you there phone number after they have donated as they are after they have taken an advocacy action. So ask!
The web as the glue...
People come 24 hours a day from other channels to your web site… is it ready to take donations most effectively!
Google Browser Lab…www.browsersize/googlelabs.com
The web as the glue...
People come 24 hours a day from other channels to your web site… is it ready to take donations most effectively!
Google Browser Lab…www.browsersize/googlelabs.com
Channel Integration
Offline w/ No Email
Offline w/ Email Online Only Online/Offline
Value/Donor $43 $54 $57 $156
$0 $20 $40 $60 $80
$100 $120 $140 $160 $180
Value/Donor
Multi-channel donors are nearly 3x more valuable than single channel donors.
Source: Defenders of Wildlife Jul08-Jun09
Integration opportunities or threats?
Area One: Direct mail and email
Web Triggers Direct Mail Response
When you received a mail solicitation from a charity, which of the following places on the Internet do you look at before deciding whether to give money
All respondents 2005 2008Look up 25% 44%Do not look up 61% 47%Don’t know/none 13% 10%
2005 2008Org’s web site 19% 37%Independent rating organization
11% 24%
Online discussion group
3% 10%
Blogs 2% 8%
NPT Research: 1,000 calls
If 37% of direct mail donors who get a direct mail solicitation go to the charity’s web site before giving then shouldn’t cross-channel integration look like this?
Press Advertisement
23
Multi-channel integration
Magazine Advertisement
Visitors were asked to fill out petition including mailing address and email…
Direct Mail integration (coordinating messaging)
There were three test cells:
1. Received only mailing2. Received email before the mailing3. Received email after the mailing
Direct Mail integration (coordinating messaging)
Pre-DM
Direct Mail integration (coordinating messaging)
Post-DM
Direct Mail integration (coordinating messaging)
Receive
d only mail
ing
Receive
d email
before
the mail
ing
Receive
d email
after
the mail
ing0
20406080
100120140160180200
107
172
196
DM Integration (with email)
# of petition signers (in hundreds)
# of donations
Response rate (%)
Average Donation (euros)
ROI
29
PAPER CATALOGUE IN SUPPORT OF AN ONLINE SYMBOLIC GIVING CAMPAIGN…
In 2005, an online only symbolic gift catalogue was introduced, it raised approximately $48,000 in its first year.
The second year, a simple catalogue was sent to direct mail donors in November of 2006 introducing them to the symbolic giving catalogue.
It was sent to approximately 10,000 donors and raised an additional $74,180.00
And a comparison of Nov 05 dm donors receiving a holiday appeal without a catalogue the month before vs. the 06 donors who received the catalogue showed a $15,000 reduction in income vs. $74,180 increase – for $59,180 net return on more integrated offline/online approach
Giving Year Giving Channel Number of Donors Percentage
2007/2008Mail GTM Specific
3176
Tracking specifically these 3176 Mail 07/08 GTM donors by channel in 08/09
2008/2009 Online GTM specific39
1.23%
Mail GTM Specific 1073 33.78%
combined both channels GTM specific 1112 35.01%
Giving Year Giving Channel Number of Donors Percentage
2007/2008 Online GTM Specific 400
Tracking specifically these 400 online 07/08 GTM donors by channel in 08/09
2008/2009 Online GTM specific 146 36.50%
Mail GTM Specific 16 4.00%
GTM Specific - both mail online and mail 162 40.50%
Gaza conflict early 2009: Save the Children UK run National press campaign - text support for a ceasefire.
Call to action – text CEASEFIRE’ - pass details onto friends and family .
Campaign goes viral - 182,000 people text - petition taken to Downing Street.
All supporters were called on their mobile phones and prior to the call we had no information (name, address, etc) about these prospects.
USE THE TELEPHONE WITH ONLINE!
Responsibly and strategically
The Phone can be irritating…
“The bathtub was invented in 1850 and the telephone in 1875. In other words, if you had been living in 1850, you could have sat
in the bathtub for 25 years without having to answer the phone”
Bill DeWitt
But it can have power and resonance
“The telephone, which interrupts the most serious conversations and cuts short the most weighty
observations, has a romance of its own”
Virginia Woolf
What do we mean by the telephone?
The phone and online?
0102030405060708090
100
1 2
Perc
enta
ge o
f Goa
l Rai
sed
(%)
1: without call; 2: with call
Percentage of Goal Raised - without and with a call
Percentage of Goal Raised
Further tests…
• A phone test was conducted a second year with online event registrants…
• The test group that received a phone call (2.5 minutes in length) raised $131.42 more than a registrant who did NOT receive a call
Online pledge pages and calling….
Not Called Called $-
$100
$200
$300
$400
$500
$600
$700
$800
$900
$1,000
$722.18
$920.09
Yoga In MotionImpact of Calling Participants
Avg. Revenue Per Participant
Action Taken
Aver
age
Reve
nue
($)
Up 27.4%
High touch…high gift amounts…
• 20 board member pages• $237,534 raised ($143,000
by one board member)• Phone used to stimulate,
manage, and help board members with their personal pages
Advocacy & List Growth
• What brought in the largest growth?– Third party emails (over 70%)– Tell-a-friend on action alerts (over 14%)– Banner ads (over 5%)– Facebook ads (over 3%)– Google Adwords (less than 1%)
Advocacy & List Growth
• What had the lowest cost per acquisition?– Tell-a-friend on action alerts– Third party emails– Facebook ads – Banner ads
Advocacy & List Growth
The next step is to call convert these donors. We did not breakout the different online warm lead sources to compare telephone conversion rates.
UK
7.25% conversion to monthly givingNo single donations – not askedAverage gift: $6.5 per month
North America
7% - 12% conversion to monthly givingAverage gift: $15 per month
Fundraising and Mobile...
One million text “votes” in 51 days.
800,000 new contacts
9.65% conversion to monthly giving:
15,388
170,658 called on their mobile
phones
50% converted to monthly giving7.6 million
dollars LTV (over 5 years)
Average gift 3.28 dollars/month
Medécin San Frontiers Austria
5% of total donations to
tsunamiMSF Austria
50% converted to monthly giving60% said YES
50% converted to monthly givingVoice and text
to build relationships
282,000 Euros in single gifts
Médecins Sans Frontières - Austria
TV and mobile phone – Prospect donors
• Spanish prospect donors generated by personalities asking people to send in SMS to demonstrate support
• Prospects called within 7 days (only information is name and number)
• Conversion to monthly giving.
JESÚS VÁZQUEZ, UNHCR Goodwill Ambassador
Ringtones from UNHCR
• Over 50,000 downloads • Over 110.000 Euros raised• 8.7 % conversion rate via
telephone conversion call
Source: Francesco Sciacca / UNHCR Spain
51
AIM & CONCEPTTo convert more charity website visitors to new supporters
Optimising your website to generate supporters
Prospective charity
supporters visit and
browse charity website
Software identifies likelyprospect and
when to engage to collect contact
details and permission
Supporter
Prospects are telephoned/contacted at a
later date to convert into a regular giver
Pop up’s – Integrating Web and Telephone
UNICEF Pop Up - Spain
Spanish Results - Childrens Charity
• 25% Positive response• Annual average per donor: 115 euros• 94% monthly donors • ROI 1:2.5
Why we have to get this right...Catholic Relief Services – when someone made a text donation during the Haiti earthquake aftermath they were given a chance to connect to a call centre. The organization believed that “calls could build a stronger bond with donors”. They are right – and we’ve shown you.
Sprint Nextel shut the service down.
Charities need to fight for the FCC to make sure that texts, like telephone calls, cannot be interrupted by phone companies. You can see why it’s important!
Sending a recorded message works too!
Sending a recorded message works too!
•$250 set up
•.05 to .10 cents per message – depending on volume…
• It’s worth testing!
NEW YORK PUBLIC LIBRARY
“When a man knows he is to be hanged in a fortnight, it concentrates his mind wonderfully”
—Samuel Johnson
Integrated campaign over 44 days, summer 2009
Advocacy Page
• 10,974 emails sent to City Council Members• Over 20,000 written letters sent• Gross revenue $50,058.68 • 1,000 donors• 584 new donors
“The main reason we stopped the cuts was this online campaign. I would be the first to say otherwise, but it's true.”
Results
The Library Online
Creating an integrated schedule
What did we learn about making cross-channel work with New York Public Library?
1. Get buy-in at the senior level2. Have departments work together (maybe for the first time)3. Create an integrated team4. Create an integrated goal (with different metrics of success for each department)5. Create an integrated plan6. Matrix reporting structure MAY make sense with individuals temporarily reporting cross-department
I’m going to come back to this at the very end!
Online and Video
Banners and email rentals drove traffic to a landing page that asked people to watch a video and donate…
Banner Email
An acquisition test online:
QuickTime™ et undécompresseur TIFF (non compressé)
sont requis pour visionner cette image.
Bannière Email
page appel à donpage vidéo
Online acquisition that works… our approach
DM test: In the end, the dm appeal found 528 single gift donors, 29 monthly donors and invested 79,000 euros to find those donors.
vs.
Online test: In the end, the online appeal found 256 single gift donors and 62 monthly donors and invested only 4,100 Euros.
04/07/2023 proprietary and confidential 70
All channels together lead to…
1-Oct-0
9
4-Oct-
09
7-Oct-0
9
10-Oct-
09
13-Oct-
09
16-Oct-
09
19-Oct-
09
22-Oct-
09
25-Oct-
09
28-Oct-
09
31-Oct-
09
3-Nov-0
9
6-Nov-0
9
9-Nov-0
9
12-Nov-0
9
15-Nov-0
9
18-Nov-0
9
21-Nov-0
9
24-Nov-0
9
27-Nov-0
9
30-Nov-0
9
3-Dec
-09
6-Dec-0
9
9-Dec
-09
12-Dec
-09
15-Dec
-09
18-Dec
-09
21-Dec
-09
24-Dec
-09
27-Dec
-09
30-Dec
-09
2-Jan-10
5-Jan-10
8-Jan-10
$0
$500
$1,000
$1,500
$2,000
$2,500
$3,000
0
20
40
60
80
100
120
140
160
Daily Revenue ($) Traffic # of Gifts
Date
Daily
Rev
enue
($)
Traffi
c and
# o
f Gift
s
24/7 E-mail De-ployment
Care2 Action Page
Life 100.3 fm Radio Spots
Life 100.3 fm Banner Placements
Bible Gateway Banner Placements
Facebook AdsGoogle Adwords
All selling at the same time!
04/07/2023 proprietary and confidential 71
Automated tactics to enhance experience
04/07/2023 proprietary and confidential 72
Highlight waysto give
Huge call to action
Highlighted thank you areas
Dynamic changing elements
Integrated Campaigns
Online will be increasingly important for major gifts and legacy giving
Country Legacies revealed
Legacy leads
Canada 15 103
Canada 22 232
United States 52 164
Mexico 9 1,043
Four Legacy Online Surveys
General - Major Donors
General - Prospect
Emergencies
Special Event
WebsiteGrand Total
6 $ 51,303.68
5 $ 130.00
2,425 $ 394,985.27
38 $ 5,602.01
7,729 $ 412,635.22
10,204 $ 864,656.18
Do people make major gifts online?
Proprietary and Confidential
• tracking the impact that sites like Facebook make to fundraising and campaigning
What’s your credit card limit?
And of course…what about social media!
Greenpeace Chile
• Outbound calling for warm leads– 1,510 calls (May-December 2009)
• Inbound calling for warm leads– 503 people filled the form
• Result – ~10% conversion – 193 people converted to paid monthly
donors
Success Factors for Transforming an online and integrated fundraising operation
• Strategic and Tactical development– Integrated multi-channel approach
• Alignment of structure, culture and skills with strategy
•Cross channel fundraising: increases response, increasing average gift and the number of gifts?
• What’s stopping you? Senior leadership, departmental rivalry and silos, or just having a plan?
• Time to start now! Your donors are already cross-channel supporters…
Embrace Change
• Take Personal Responsibility – #1 Mistake is to “decide not to change.”
Thanks for joining me today!