Getting a little closer - Pollack

1©2011 Convio, Inc. | Page

Get a Little Closer: Making Online Fundraising Personal#11NTCpersonal

Dave AustinKenan PollackDanny Bu



Agenda: Get a Little Closer Who are we?

Why does personalizing fundraising online matter?

Landscape & Challenges

How do you solve them (with examples you can use!)?

American Cancer Society Case Study

Questions & Answers

No, we’re not talking Jersey Shore closer.


Who are we?

Dave Austin Kenan Pollack Solutions Engineer with Convio 20+ years in technology, both

nonprofit and for-profit. Focus on online fundraising

strategies and technologies. Have worked with over 100

nonprofit organizations.

Senior Lead Consultant at Convio

Online marketing since 1995 Engaged with mix of clients

including Cleveland Clinic, American Cancer Society and National MS Society.

Published author; worked in both the nonprofit and commercial sectors.

Danny Bu Principal, Interactive

Fundraising, American Cancer Society

Uses online media to create ACS fundraising campaigns

Experience at both the division and national office

Veteran of Gap, Inc. including launch of BananaRepublic and Old Navy web sites


Why Should You Care?


But we’re in good company…


The State of Online Marketing Circa 2011






Social Tops Email…

Email Users

Social Networking Users

Glo

bal U

sers

(MM

)

Social Networking Users Surpass Email Users on 7/09

Source: Morgan Stanley Internet Mobile Report, December 2009Data is for unique, monthly users of social networking and email usage.


Fracturing Giving Channels...

Q7: Which of the following giving methods have you used in the past 2 years (select all that apply).Bold numbering in the table on the right indicates significance at the 95% confidence level

% who say have donated in this way in last 2 years (total)

52%

49%

32%

31%

27%

26%

20%

14%

14%

8%

5%

Checkout Donation

Check by Mail

Gift Shop

Website

Fundraising Event

Honor/Tribute Gift

Third Party Vendor

Phone

Monthly Debit

Mobile/Text

Social Networking Site

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%


Direct donation 42% Attended event 19%Visited website 27% Promoted to others 15%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

Generational Shifts…


Challenges: File Building


Challenges: Data

Lower Value

More EngagedLess Engaged

Higher Value

Donors 1

N=4,107

$212K LTV

$52 avg

E=6

Donors 2

N=4,379

$341K LTV

$78 avg

E=10

Sustainers 1

N=1,644

$285K LTV

$174 avg

E=7

Sustainers 2

N=1,957

$385K LTV

$197 avg

E=9

Benchwarmers 1

N=135,093

$0 LTV

$0 avg

E=1

Benchwarmers 2

N=74,328

$0 LTV

$0 avg

E=4

Disengaged Donors

N=530

$33K LTV

$62 avg

E=0

Active Advocates

N=13,127

$0 LTV

$0 avg

E=12

Inactives

N=90,867

$0 LTV

$0 avg

E=0

Your Housefile


Challenge: Channel Noise and Volume


But, hey, it’s not all bad!

Because we have examples!


Acquire, Learn, Ask


Jewish National Fund – Two step email signup


ADA: Two-step Sign-up w with Incentive


St. Joseph’s Indian School: Signup w/ Mail Premium


Sacramento SPCA: Learn Interests at Sign-up


Mito Action: Integrated campaign for advanced profile building


WGBH: context-sensitive email ask, w/ fundraising ask


Nature Canada: Integrated pledge, email and fundraising campaign

• Step 1: Email tests interest

• Step 2: Pledge confirms interest

• Step 3: Donation ask leverages interest


Data-driven Email


• Day 1

• “Thanks for signing up”

• Get to know us

World Wildlife Fund: Welcome Series

• Day 7

• “Why WWF is a global leader”

• Get involved

• Soft ask: Adopt an animal

• Day 14

• “You Can help save the planet”

• Support Us

• Hard Ask: Become a member


Nature Conservancy: Conditional content based on constituent attributes


Epilepsy Foundation – Personalized Ask


Defenders of Wildlife – Profile update + Ask


Data Driven Asks


World Wildlife FundPersonalized Donation Form


Recognition


Nature Conservancy - Recognition


United Nations Fund – Naming Opportunity (and lots of Flash)


Jewish National FundCelebrate your B’nai Mitzvah


Storytelling


San Francisco AIDS Foundation:Meet John


Feeding America: Stock the Shelves


Care: carepackage.org


Magic Amounts


Pathfinder International


United Nations Foundation:Nothing but Nets


Outreach International


Personal Events & Pages


NYU Langone Medical Center


Canadian Cancer Girls Night In


Multi-Channel and Social


PETA – Facebook and Donations


Operation Smile & MLF - Twitter


Mobile – Apps and Content


OMB - Video


2010 Year End Email Test


What do we know about our audience? Point of entry

• Majority of donations come from events

Geographic location

Amount of donation

Affinity to the mission• Survivor• Non-Survivors

56©2011 Convio, Inc. | Page56

Convio Donation Forms: 3 VersionsTarget: Non-Donors

Set Donation Levels:$50, $75, $100, $250, Write-In

Target: Less than $100 Donors (current or lapsed)

Donation Levels:Dynamic 1x, 1.5x, 2x, 2.5x, Write-In

Target: $100 or more Donors (current or lapsed)

Donation Levels:Write-in option only presented


2010 Email – 1st Drop – 6 versions


2010 Email – 1st Drop - 6 Versions


Convio: 2010 E-mail 1st Drop Subject line:Give Hope in [State X]Audience: Donors, lapsed donors & non-donors

Versions: Single version but with personalized content to recognize constituent state.

Clickthrough: +78%Open Rate: -17%Donation amount: +1%


Convio 2010 Email – 2nd Drop - 2 Versions

General version Survivor version


Convio: 2010 E-mail 2nd General VersionSubject line:A special thank you from your American Cancer SocietyAudience: Donors, lapsed donors & non-donors

Top Ask Button: Copy changed from “Donate” to “Give in honor of someone you love”

Clickthrough: +158%Open Rate: +4%Donation amount: 24%


Convio: 2010 E-mail 2nd Survivor Version Subject line:Wishing you a joyous holiday seasonAudience: Donors, lapsed donors & non-donors flagged as survivors

Top Ask Button: Copy changed from “Donate” to “Give in honor of someone you love”

Clickthrough: +191%Open Rate: +1%Donation amount: +12%


Convio 2010 3rd DropSubject line:Time is running outAudience: donors, lapsed donors andnon-donors

Versions: Single version but with conditional content to recognize Relay or Strides participation.

Clickthrough: +182%Open Rate: +16%Donation amount: +19%


Subject line:Final chance to give for tax year 2010!Audience: donors, lapsed donors andnon-donors

Versions: Single version but with conditional content to recognize Relay or Strides participation.

Clickthrough: +50%Donation amount: +9%

Convio 2010 4th Drop


Questions, Answers. That sort of thing


Contact Us

Dave Austin Kenan Pollack Danny [email protected]: (512) 807-3761

[email protected]: (202) 609-6428

[email protected]: (202) 609-6428

mailto:[email protected]




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Getting a little closer - Pollack