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Transcript
1
The audio for this webinar will be broadcast through your computer. Once you join the presentation, a small audio broadcast box will appear on your screen and you will hear the host through your computer speakers.
To join an Audio broadcast in WebEx, click on the Communicate menu in your WebEx screen and select Join Audio Broadcast. If you are having problems connecting with the audio broadcast server you can still join using the teleconference. To join the teleconference follow the steps below:
1.Leave the audio broadcast by clicking on Communicate > Leave Audio Broadcast.2.Get the teleconference number, click on Communicate > Join Teleconference.
If you are unable to listen to the audio through your computer and wish to dial into the conference line, please use the information below.
Offline-only donorswho get email from an organization
give doubleover a lifetime
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A LOOK AT WHAT’S TRENDING IN OVERALL & ONLINE
GIVING…
� Overall giving in 2012 grew 1.7% on a year over year basis..
� Online giving grew 10.7% in 2012 compared to 2011.
� Online giving also reached the year’s high in December — accounting for 22.4% of 2012’s online gifts.
� Online giving was up in 2012 for all size organizations ranging from 7.2% increase to 14.3% increase.
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S T RAT E GIE S TO DRIV E RE S ULT S
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WHY MULTI- CHANNEL IS A MUST!
� Online growth continues to outpace offline � Retention is low and engagement isn’t multichannel
� A 10% change in retention can increase the life time value of a donor base up to 200%.
� To grow revenue you need to be diversified � Online creates a pipeline of prospects, supporters and engagement � Understand their complete view/preferences to create the right mix� Donors want to be seen as partners and are increasingly looking for more
meaningful ways of expressing their support than just giving donations.
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Lifetime Donor ValueDonor Value 12 MonthsNew Donor Renewal Rate
THERE IS PROVEN VALUE IN INTEGRATED/MULTI-CHANNEL
ENGAGEMENT
Sources: Study entitled “Integrating Online Marketing (eCRM) with Direct Mail Fundraising” by Convio and StrategicOneTraditional defined as offline use. Internet Enabled defined as both offline and eCRM use.
34.4%50.9%
Mail
+48%
Multi-Channel
$96
$187
Mail
+95%
Multi-Channel
$314
$694
Mail
+121%
Multi-Channel
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MobileVisual
www.nature.org
SocialRelevant
ENGAGING TODAY’S CONSTITUENT ONLINE MEANS
BEING…
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APPROACH TO CONSTITUENT ENGAGEMENT
Keys to Effective Execution:
1. Build on every conversation
2. Create a fully integrated constituent experience
3. Get the most from each channel
4. Data-driven strategies for treatment based on the audience
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HAVE MULTIPLE TOUCH POINTS
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CL IE NT E X AM P L E S
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Fundraising for Blackbaud clients in 2012:
Email files grew 12.45%. All verticals saw growth.
Fundraising continued double digit growth as sustainers and repeat donors grew 27% and 20%, respectively. First time gifts grew 3%.20%
27%
11.6%
Repeat Donors
Sustainers
Total Fundraising
HOW ARE BLACKBAUD CLIENTS
DOING?
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P ROF E S S IONAL V IRAL ACQUIS IT ION CAM PAIGN
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WATERCAN:
DONATE YOUR
SPECIAL DAY
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FACEBOOK EMAIL
ACQUISITION
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W E L COM E S E RIE S : COL L E GE P OS S IBL E
2-Part Series
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AN OFFSEASON FUNDRAISING CAMPAIGN
Message #1:Send 200 youths to
Yellowstone this summer
Message #2:We still have 115
youth who need your support
Message #3:We’re able to send 178 youth – it’s not
too late to give
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About Project Bread• Leading anti-hunger organization in Massachusetts, dedicated to alleviating,
preventing, and ultimately ending hunger in Massachusetts.- Invest millions in community organizations that feed children where they live, learn
and play
The Challenge• Increase awareness, maximize results of annual, one-day fundraiser
- The Walk for Hunger is the oldest continual pledge walk in the country
- Provides millions of dollars each year to more than 400 emergency food programs in 135 communities statewide
• Attract new participants to drive overall participation
• Increase total donations - Every dollar raised helps feed more hungry people each day
CASE STUDY: PROJECT BREAD
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THE RESULTS
• Launched re-designed Web site - Improved online experience through use
of conditional content, frequent updates- Web traffic increased more than 50%
during walk season
• Drove walk participation - Increased # of participants by 106%
Increased online donations by 200%
• Increased online donations - # of online donations rose 161%- Average gift rose from $37.83 to $42.44
• Significant overall online results - Email open rates reached 51%- Only one additional staff member
2525
SPECIAL EVENTS FUNDRAISING
� Increased online donations 200% in two years;
� Increased number of online donations by 161% and participants by 106%
� One-third of a record-breaking $3.3 million came online this year
� Gifts from 50 states and 20+ countries
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NOTABLE MENTION: SPECIAL EVENT FUNDRAISING
� Raised a record $1.5 million online, and $4 million in total for the event
� Online fundraising has increased by 725% using Luminate TeamRaiser
� Use of Facebook and YouTube helped reach new audiences; use of Coaching Emails helped to re-engage past participants and donors
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INT E RE S T E D? GE T IN TOUCH:
Your Blackbaud Account Executive can set up a personalized discussion of your situation.
