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How Dom does it!
Multichannel Fundraising
Amy KaczmarekDirector of Annual Giving Programs
Joanne EberweinAssistant Director of Annual Giving Programs
Introductions
1. Identify audience (market)
2. Segment lists
3. Test something – ANYTHING!
4. Strengthen Marketing Mix
5. Measure results
5-Step Approach to Annual Appeals
Main channels• Direct Mail• Phonathon• Email• Web• Other publications
Up and coming channels• Social media• Mobile• Text to give
Multichannel FY11 – What inspired you?
• Fall, Spring, June clean-up• Length• Style • Signatory• Packaging / envelope• Reply mechanism
Multichannel – Direct Mail FY11
Testing
BrochureLetter
• Calling weeks, days & hours• Number of callers • Segmentation, special
segments• Pledge cards, thank you
notes• Unspecifieds & Refusals • Special calling
– Homecoming– Year-end (messages)– Events– Stewardship/Thank-a-thon
Multichannel – Phonathon FY11
• November stewardship• Year-end, fiscal year-end
solicitations• From/Subject lines• Length• Style
Multichannel – E-mail FY11
• Magazine ad, envelope• Online giving – upgrade
in process• Social media – not yet• Mobile – not yet
Multichannel – Other channels
1. Audience – same2. Segmentation –
same3. Test – new online
system & designations
4. Marketing Mix – better timing, channels, web, & email communications
Multichannel FY12
Direct Mail FY12
Gen X & Y Boomer & Mature
• Fall, Spring, June challenge
• Length• Style • Signatory• Packaging / envelope• Reply mechanism
Phonathon FY12
• Calling weeks, days & hours
• Number of callers • Segmentation,
special segments• Pledge cards, thank
you notes• Unspecifieds &
Refusals • Special calling
– Homecoming– Year-end (messages)– Events– Stewardship/Thank-
a-thon
Email FY12
• November stewardship• Year-end, fiscal year-end
solicitations• From/Subject lines• Length• Style
Web FY12
• New website• Upgraded giving page
Results – Direct Mail
Solicited Amount Response % Donors Avrg/Donor
FY11 FY12 FY11 FY12 FY11 FY12 FY11 FY12 FY11 FY12
44,088 59,505 $200,196.50 $238,365.64 2.07% 2.24% 914 1335 $219.03 $178.55
Undergraduate Letter Brochure Phonathon
Response Rate 2.09% 1.94% 44%
Average Gift $78.78 $64.58 $57.63
Results – Phonathon
PHONATHON FY11 Total FY12 Total FY13 to dateTotal Pledged Dollars 182,000 $84,872 82,570
Pledged Participation 42% 36% 34%
Specified Pledges 1791 1196 1009
Contacts 4285 3,287 2990
Completed Calls 4723 3992 3320
Unspecified 1088 864 605
Refusal 1377 1227 1376
Pledge Fulfillment 84% 83% 65%Pledge Amount Fulfilled 83% 82% 64%
Results – Online Giving
FY12 FY11 FY10 FY09
Month Gifts Amount Gifts Amount Gifts Amount Gifts AmountJan 7 $436.11 10 $475.00 5 $240.00 4 $350.00 Feb 1 $100.00 8 $717.00 2 $700.00 9 $392.00 Mar 20 $775.36 15 $2,247.00 7 $1,412.00 9 $585.00 Apr
186 $20,030.0029 $1,856.21 29 $1,295.70 12 $567.18
May 15 $2,350.22 20 $4,677.00 13 $1,122.18 Jun 38 $8,055.00 54 $9,750.00 44 $12,544.00 Jul 4 $417.33 7 $1,100.00 2 $650.00 - -
Aug 1 $50.00 1 $20.00 3 $227.00 2 $35.00 Sep 1 $25.00 5 $5,220.00 3 $5,200.00 1 $100.00 Oct 8 $533.33 14 $735.00 6 $767.00 13 $777.00 Nov 17 $2,465.33 19 $2,525.00 26 $3,620.00 15 $1,275.00
Dec 64 $23,528.33 71 $14,180.00 54 $15,805.08 33 $9,766.00
309 $48,360.36 232 $39,480.43 211 $44,343.78 155 $27,513.36
This Year (FY13) – The Fund for Dominican
Special Segments – Alumni Couples
• Small segment• Emphasis on
participation• Mailing• Phone call• Email• Facebook paired
with Alumni photo contest
Amount Received No. Donors Average Gift No. Solicited % Donated
$1,225.00 16 $76.56 622/311 5%
Special Segments – Giving Anniversary
• Started in January 2013
• Short anniversary letter
• Phone call• Email
Amount Received No. Donors Average Gift No. Solicited % Donated
$4,025.00 48 $83.85 260 18.5%
What’s Next for FY14?
• Student stories for Boomers & Matures• Donor testimonials mostly for Gen X, Y • More special segments – Study Abroad• More stewardship
– Letter from Deans in summer– Fall thank you video (not just e-card)– Stewardship emails
• Automated phonathon*, better supports special segments
• More FUN!
* We pray!
Thank you!
