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Integrated Multichannel Marketing and Fundraising Best Practices
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Generational Giving Study
$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
Size of each pie is significant –represents total population of each
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ANNUALGIVING
DONATED BYCHECK BY MAIL
PRIMARY CHANNELS
REGULARLY ON FACEBOOK
Changing Constituent LandscapeMatures
39MPOPULATION
Boomers Gen X
78MPOPULATION
62MPOPULATION
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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
First Engagement
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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”
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Old Theory, New Applications
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34.4%
50.9%
New Donor Renewal Rate
Direct Mail Integrated Marketing
Donor Value Over 12 Months
$96
$187
Direct Mail
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.
Integrated Marketing
Lifetime Donor Value
$314
$694
Lifetime Donor Value
Direct Mail Integrated Marketing
Integrated Engagement Increases Loyalty
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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
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Limited staff
Limited budget
Data everywhere
Not enough emails
Don’t have a strategy
Insufficient website
Productivity: Roadblocks to Success
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• Increase staff productivity− Get control of your data− Enhance fundraising and mission operations
• Begin major donor identification and cultivation
• Expand donor universe− With new donor prospecting programs− Grow email file− Leverage peer to peer, social media− Improve conversion/ retention
But, you can…
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Donors
Prospects
Events
Programs
Corporations Volunteers Media
Academics
Academics
Partners
Practitioners
Advocates
Lapsed
CRM = central nervous system
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Measuring List Overlap
Source: Fidelity Charitable Gift Fund and VolunteerMatchhttp://www.charitablegift.org/learn-about-charity/news/12-03-2009.shtml
VOLUNTEERSDONORS 67%
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Overlap isn’t good…it’s GREAT!!
VolunteersAnnual Fund Donors
Prospective Foundations & Corporations
Prospective Major Donors
Foundations & Corporations
Journalists Advocates NonprofitLeaders
Program Recipients
Practitioners
Volunteers
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CG Action Plan Screen Shot Goes Here
PROSPECTIVE MAJOR DONORS
Who are they?
• Business Leaders• Entrepreneurs• Loyal Supporters• Program Recipients
Why are they important?
• Capacity to give gifts with great impact
• Likely to be well-connected
Why do they deserve cultivation?
• Your org could suffer a major setback if you left without documenting moves
• Everyone will look bad if this prospect gets on the wrong list (e.g. asked for $10)
• Proper cultivation = big gifts later (e.g. planned giving as a legacy)
Wants & Needs
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Major Donors Multichannel Too
• 86% visit website before making gift offline
• Only 8% very inspired by websites, emails
• 75% want to control frequency and content
• Want tax receipts, renewal notices and financial progress updates
Source: Wired Wealthy, Convio, Sea Change Strategies and Edge Research, 2008
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Major Donor Process Improvement
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Expand Your Universe• Reach new people
• Understand their preferences
• Welcome them
• Cultivate the relationship
• Ask for support (not limited tofundraising)
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Reach: Email File Expansion
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
$0
$200,000
$400,000
$600,000
$800,000
$1,000,000
$1,200,000
$1,400,000
10/2
006
11/2
006
12/2
006
1/20
072/
2007
3/20
074/
2007
5/20
076/
2007
7/20
078/
2007
9/20
0710
/200
711
/200
712
/200
71/
2008
2/20
083/
2008
4/20
085/
2008
6/20
087/
2008
8/20
089/
2008
10/2
008
11/2
008
12/2
008
1/20
092/
2009
3/20
094/
2009
5/20
096/
2009
7/20
098/
2009
9/20
0910
/200
911
/200
912
/200
91/
2010
2/20
103/
2010
4/20
105/
2010
6/20
10
Cumulative Online Revenue
# Email Records
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Engage
Acquire Learn
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Average new emails gathered via list growth campaign
Average annual online revenue per email address
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List Growth
Go! Program Participant
• Fielded petition
• Doubled their list
• Boosted revenue 600%
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List Growth Ideas
Basic Ask
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List Growth Ideas
Pledges
Basic Ask
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List Growth Ideas
Pledges
Give-Aways
Basic Ask
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List Growth Ideas
Pledges
Give-Aways
Downloads
Basic Ask
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List Growth Ideas
Pledges
Give-Aways
Downloads
Sponsored Donations
Basic Ask
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Engage
Acquire Learn
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Understand Preferences
Double the response
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Learn: Preferences
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Who Are You?Total Recipients:2,196
Opens:947 (43.24%)
Click-Throughs:471 (21.51%)
Recipient Actions: 386 (17.63%)
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Engage
Acquire Learn
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Lean on established best practices to get the most results from technology
Welcome in a timely manner
0%
10%
20%
30%
40%
50%
60%
1 month 2 to 3months
4 to 6months
7 to 12months
Year 2 Year 3
Time on Housefile
Em
ail O
pen
Rat
e
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Automated Welcome Series
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Cultivation
Content is king
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Deliver Distinctive, Compelling Content
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Percent of Facebook posts | Tweets containing linksSupporters can’t share content you don’t publish and broadcast online
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You Have to Ask Methodically
© 2008 Convio, Inc.
4X the initial amount
Message 1First Ask
Message 2No action – ask again
Message 3Final attempt
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Multi-Part Campaigns1
2
3
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• Research tells us that a multichannel approach is the only option for reaching across generational constituencies, for planning for the next generation and meeting our constituent’s expectations.
• Some key tactics that will ease the migration to incorporate digital channels as Boomers spend more time online and younger generations make more significant financial impact.
Putting the Pieces Together
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• Simplifies messaging and actions
• Cohesive experience
Follow an Integrated Calendar
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• Don’t offend a mid- or major donor with a $15 ask
Respect & Acknowledge Giving Behavior
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• Channel demographics should influence your decision to promote an offer
Vary Ask and Offers by Channel
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• Encourage response in preferred channels while maximizing reach through traditional means
Empower Constituents to Respond in Channel of Choice
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• Opportunity to educate and ultimately convert to donors
Welcome and Romance Prospects
1 2
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• Embrace and encourage channel-hopping and shifts
“Cannibalization” is Retention
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• Establish organization and departmental metrics that support and never penalize for channel shifts
Gauge Campaign Results across All Channels
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• 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
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• Determine gaps in existing strategy that new technology might fill
Confront New Technologies
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Bringing It All Together
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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