The Salvation Army Central Territory CRD Conference

The Salvation Army Central Territory CRD Conference

Doing the most

Good


Jason WoodDirector Digital Communication Services

The Salvation Army, USA

Laura WalkerOnline Fundraising Manager

The Salvation Army, USA

Online Red Kettle 2012


Audience Poll:

•Hosted a Kettle in 2011?

•No Kettle in 2011, but hosted previously?

•Never participated in ORK


What is it?A website where online supporters set up their own virtual Red

Kettle web page and raise money for their local Salvation Army


What is it?Participants can register as an individual or as part of a group

(team or company) to encourage competition and grassroots efforts.


In August 2011, TSA USA moved our online donation processing and ORK FAF event to the Blackbaud platform.

The result was a more integrated system and several key changes to ORK operation:

1. ORK funds route as directly-as-possible to the designated local community.

2. Donations go to the virtual Bell Ringer’s local community, not donor’s.

3. Virtual Bell Ringers can change which local Salvation Army they fundraise for.

4. Reporting now readily accessible by DHQ’s.


Payments Flow

Zip Code Mapping(one to many) Regional Corps Bank

Accounts(Grouped by Zip – Many Accounts)

National ORK Donation Form

ORK Donation Disbursement


So, why should you be involved with ORK?

• Reach wider audience of donors & supporters

• Reach more diverse audience of donors & supporters

• Stay relevant with tech trends and donor expectations


Why Should you be involved with ORK?

•Our supporters like it! 2011 public surveys responses:

“Easy…”

“I always like to donate each year, but it is so hard to find red kettles anymore. I thought this program was great. I felt like our small family could help out more this way.”

“Great way to raise funds from friends outside my immediate area.”

“ Using email and social media I am able to connect and share my cause/effort and request with friends and colleagues all over the country.”

“I could post it on Facebook and remind people of what the Salvation Army does.”



•Our supporters like it!

“I like that I can help an organization from home [since] I’m disabled & can’t stand for long periods of time.”

“I liked the convenience of it. In our "too busy" world it made it easier to try and collect donations.”

“It allowed me to get others not aware of SA's involvement in the community to participate.”

“This is a great idea for raising money for companies that have colleagues spread out across the USA. It would have been much more difficult and harder to have colleagues participate if we had to do it the old fashioned way.”



Increased Revenue, of course!


Online Red Kettle Income

2006 2007 2008 2009 2010 2011

Total Income

$482,316 $585,150 $931,684 $1,896,336 $1,578,904 $1,780,969

Yearly Increase

287% 21% 59% 103% -19% 11%

Avg. online gift

$102 $88.95 $78.34 $144.62 $105.61 $125.99

ORK Over the Years:


ORK 2011 Highlights:

10.19.2011 ORK launch date

1.31.2012 ORK close date

$1,780,969 Total raised

16% increase from 2010 total

$126 Avg. ORK donation


ORK 2011 Highlights:

4,421 Total registrants

9.8% Increase from 2010 total registrants

28% Participants recruited by another

3.3 Avg # of gifts/participant (incl. $0 participants)

7.4 Avg # of gifts/participant(not incl.$0 participants)


2011 ORK Totals by Territory

$726,488

$278,192

$636,344

$309,918

Way to go Central Territory!

USCUSEUSS USW



ORK 2012:

7.12 2.93 BBIS/FAF upgrade

8.12 ORK updates and final testing

9.1.12 Soft launch (internally to TSA)

10.1.12 Public launch

$3 million National fundraising goal


The Online Red Kettle: 2012 Features

www.onlineredkettle.org


www.onlineredkettle.org


Getting Started


Easy Sign Up/Sign In ProcessStep by step registration toolbar

Social media login options


Custom Fundraising Designations (Registration Step 4)


Custom Fundraising Designations ( Participant HQ)

One event covers the entire nation, but allows participants to ensure they are able to designate all funds to the TSA of their choosing.


Friendly URLs make it easy to share:

•


The all important Social Networking:

• Automatically built into FAF platform • No more relying on third party providers • Pre-populated message & thumbnail


Participant Headquarters

Provides real time updates on:

•Total $$ Raised•Address Book Contacts•Emails Sent•Actions Taken Resulting

from Emails•Thanking Donors•Recruiting Team Members


Participant Headquarters

Management Tools and Help:

•Tasks Reminders•Kettle Page Customization•Emails, Templates, and

Address Book•Enter Offline Gifts•Manage Friendly URLs•Change Password/Username


Custom Kettle Pages

Personalization:

•Profile Photo/Video• Photo/Video Gallery •Participant’s Unique Story•Donor Recognition•Team/Company Members •Facebook Comments


Custom Kettle Pages: (www.onlineredkettle.org/johnskettle


Custom Kettle Pages: www.onlineredkettle.org/lisa_kettle


Custom Kettle Pages: www.onlineredkettle.org/Cleveland


Custom Kettle Pages: www.onlineredkettle.org/Pittsburgh


Participant E-mail Outreach:The Salvation Army National Headquartershas worked with leading industry experts to craft engaging and clearly defined outreach messages pre-loaded for participants.

We provide active engagement and support for all Kettle hosts with:

• Weekly/Bi-weekly engagement emailso Messages crafted with FAF industry expertso Targeted by Kettle Host role and $ raisedo Message is timely and brief, with clear call to action


We provide active engagement and support for all Kettle hosts with:

• Fundraising ideas & tips for Participant HQo Crafted by FAF industry expertso Rotated every 1-2 weeks


We provide active engagement and support for all Kettle hosts by:

• Highlighting Key Participantso Personal kettles promoted on ORK homepage, Facebook,

Twitter, and more



2012 Online Red KettleFAF 2.93 Management Tools


Available reports offer quick, instant information on ORK participants and revenue:

• Registrants dashboard report• Groups dashboard report• Donations dashboard report• Reports Overview• Daily revenue and constituent exports provide daily info that can be exported and imported into offline CRM.

BBIS Roles Needed: ORK Base Role, ORK Div. Admin


Divisional Admins Dashboard – Registrants Report


Divisional Admins Dashboard – Groups Report


Divisional Admins Dashboard – Donations Report


Divisional Admins Dashboard – Reports

Instant stats display:

•Total raised to date•Gifts received from other divisions detail•Total gifts to other divisions•Gifts to other divisions detail


BBIS Daily Revenue Export• Available for daily download in Divisional FTP folder

LASTNAME FIRSTNAME STREET CITY ST ZIPCODE DATE AMT DESIGNATION APPEAL_NAME

Bruening Michael8167 Barlow Rd. Westerville OH 43081 12/23/2011 50

The Salvation Army of Metro Detroit Online Red Kettle 2011

Selmon Carole24596 Colin Kelly Center Line MI 48015 12/22/2011 50


Crager Mark401 Roosevelt St. Canton MI 48188 12/22/2011 20


Sites\Name Last Name First nameAddress (Primary) City State ZIP Email Address Amount

Designation name

Appeal Name

Metro Detroit City Fund Crager Mark

401 Roosevelt Canton Michigan 48188

[email protected] $20.00

Metro Detroit City Fund


Metro Detroit City Fund SELMON CAROLE

24596 COLIN KELLY CENTER LINE Michigan 48015


Metro Detroit City Fund


Metro Detroit City Fund DeRubeis Sue

826 Tanglewood

Madison Heights Michigan 48071


USS-KTN-Nashville TN


BBIS Daily Constituent Export• Available for daily download at Administration > Export > Constituent Export-<DIV>


Query tool can build customized participant and revenue reports by local site.


NHQ, THQ, and DHQ ORK Admin Management Capability:

•Delete a Kettle•Merge Kettles•Add pending gift payments•Move kettles to different Teams/Companies•Change donation recognition credit


NHQ, THQ, and DHQ ORK Admin Management Capability:

•Login as Registrant•Resend Password


Tools Available for Divisional Admins

2012 ORK resources will be posted/updated on RSTK:

• ORK Management Webinar• Webinar PowerPoint slides• Instructional videos (thx Angela Vaughn!)•Online ad units• Corporate presentation• Handouts• Brochures•Recruitment Emails•Engagement Email Calendar


Tools Available for Divisional Admins

Recruitment emails created with guidance from FAF industry experts.

Targeted to new and past participants.

Copy and paste into email platform,and send to constituent lists to boost ORK participation and donations.

*Don’t have staff/time to send recruitment emails? Let NHQ send emails on your behalf!Contact Jason Wood or Laura Walker.


Organizations are retaining about 25% of fundraising participants

Multi year participants raise 3X more than new participants

46% of revenue comes from retained participants

Retention Increases Revenue

The importance of recruitment and engagement, especially with past participants:


ORK 2011 Advertising Results - Embedded Radio Campaign :• No other source of marketing other than earned media (PR, social updates, etc)• Flight dates: November 21-January 6• Limited budget:

o Media buy included 60-second mentions each day, and 10 min. interview w/ Major Hood (National CRD Secretary) on each show

Online Red Kettle Income

2005 Campaign

2006 Campaign

2007 Campaign

2008 Campaign

2009 Campaign 2010 Campaign

2011 Campaign

Advertising None Die Cuts Printed Flyers

mailed to local units

Online Advertising

(banner ad’s)

Online Ad’s(Banner and

FB)

Online Ad’s(limited

banner and chat room)

$1,780,969 (embedded

radio campaign)

National Marketing and Promotions


National Embedded Radio Campaign

2011 Results:

$74,375.00 Bill Bennett’s Team

$73,586.37 Mike Gallagher’s Team

$69,626.50 Hugh Hewitt’s Team

$72,262.82 Dennis Prager’s Team

$60,219.40 Michael Medved’s Team

•Hosts encouraged listeners to help them reach goal of $50K each.

•On-air storytelling paired w/ variety of digital assets that supported the campaign through email, social media, and Salem Radio web presence.

•Results: campaign raised $380,009 and attracted 1,728 new donors with an overall average gift of $220 per donor.


National Embedded Radio Campaign

2012 Campaign:

National radio campaign planned for second year, along with radio campaigns in 14 local markets including:

•Atlanta, GA •Denver, CO

•Charlotte, NC •San Diego, CA

•Dallas-Ft. Worth, TX •Honolulu, HI

•San Francisco, CA •Alaska

•Sacramento, CA •Portland, OR

•Phoenix, AZ •Kansas City, MO

•Los Angeles, CA


Charity Dynamics ORK Mobile App

•Access and manage your kettle anywhere, anytime with mobile app integrated with FAF 2.93.• Targeted launch date September 1, 2012.


Charity Dynamics ORK Mobile App


2011 ORK Pre-Game Contest w/ Dallas Cowboys •Trip for 2 to Dallas Thanksgiving Day game and Enrique Iglesias half-time show passes• Promoted via national webpage, social media, blog, and ORK•Awarded based on # of donations to kettle, making prize accessible to wide audience•Winner: Nick Pepperworth of Anchorage, AK, received 38 donations totaling more than $18,000• NHQ and Dallas Cowboys looking into 2012 contest


Questions?


Laura WalkerOnline Fundraising [email protected]

Jason WoodDirector Digital Communication [email protected]

mailto:[email protected]

mailto:[email protected]

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The Salvation Army Central Territory CRD Conference

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