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9/30/2013 #bbcon 1
Spinning a Web: Getting & Keeping
Their Attention
PRESENTED BY:
DANIELLE JOHNSON VERMENTON & SAMANTHA FISHER
SEPTEMBER 30, 2013
9/30/2013 #bbcon 2
TWEET ABOUT YOUR SESSION
#BBCON
#BBCONWEB
9/30/2013 #bbcon 3
INTRODUCTIONS
Danielle Johnson-Vermenton
Senior Interactive Consultant
Blackbaud’s Go! on Luminate
danielle.johnson@blackbaud.com
Samantha Fisher
Online Fundraising Manager
Northern Illinois Food Bank
sfisher@northernilfoodbank.org
9/30/2013 #bbcon 4
Why online?
9/30/2013 #bbcon 5
THE STATE OF ONLINE FUNDRAISING
ACCORDING TO BLACKBAUD’S CHARITABLE GIVING REPORT
9/30/2013 #bbcon 6
NO END IN SIGHT TO GROWTH
17 months of double digit growth
in online giving from 2500 orgs
9/30/2013 #bbcon 7
• Repeat donations 20%
• Sustainer revenue 27%
• Housefile (email) growth double digit
• BUT…open rates and click-throughs were down
LUMINATE BENCHMARK BACKS IT UP
9/30/2013 #bbcon 8
EMAIL IS KING
It’s the one medium that isn’t going away
It converts higher than social combined
A growing donor preference
It’s a personal and customized form of
communication
Sources:
Converts Higher article http://social.razoo.com/2011/10/email-fundraising-is-still-king/
Growing Preference: NTEN Donor Engagement Benchmark Study 2012
9/30/2013 #bbcon 9
Lifetime Donor ValueDonor Value 12 MonthsNew Donor Renewal Rate
Sources: Study entitled “Integrating Online Marketing (eCRM) with Direct Mail Fundraising” by Convio and StrategicOne
Traditional 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
IT CAN BOOST RESULTS
9/30/2013 #bbcon 10
Online
Middle &
Major Gifts
Direct Mail
Planned
Giving
Corporate
Giving
Special
Events
Grants &
Foundation
Sustained
Giving
IT IS THE ANNUAL FUND PIPELINE
9/30/2013 #bbcon 11
Ongoing communications
Housefile building
Social media
Fundraising appeals
Gratitude strategy
Stories
The golden rule: integration
9/30/2013 #bbcon 12
CONNECT BEYOND THE ENEWS
• Put out the welcome mat
o 30-45 days is the sweet spot
• Stay relevant
o Frequency counts
• Have a gratitude strategy
o Move beyond a donation TY
With every point of contact
it’s about building the
relationship and their loyalty.
9/30/2013 #bbcon 13
INVITE THEM IN
Do you thank people for
signing up?
Do you inspire them to get
involved?
Do you tell them how to
take action?
9/30/2013 #bbcon 14
Think beyond the
every day enews
9/30/2013 #bbcon 15
• Develop a year long
plan for saying thank
you – to volunteers, to
donor, to fans, even to
non-donors
• Use video, email, social
media and images to
make a statement
GRATITUDE STRATEGY
9/30/2013 #bbcon 16
YOU’VE GOT TO BUILD
Facebook
Blogs
Pledge campaigns
eBooks
Contests
Honorary eCards
9/30/2013 #bbcon 17
SOCIAL MEDIA
Social media amplifies your message
9/30/2013 #bbcon 18
It’s important to have the fundamentals in place:
• End of Year
• Sustainer (monthly) giving
• Honorary & Tribute gifts
• Other mission driven call to actions:
premiums, gifts of inspiration,
adopt a [fill in the blank],
challenge campaigns
ONLINE FUNDRAISING CAMPAIGNS
9/30/2013 #bbcon 19
HAVE A STORY
9/30/2013 #bbcon 20
INTEGRATE , COORDINATE TIMING &
PERSONALIZE
Multi-channel fundraising
involves coordinating the timing
of multiple fundraising channels
(direct mail, online, telephone,
media, etc)
The strength of integrated
campaigns is the strategic
coordination of both timing and
messaging to create one
synergistic campaign across
multiple channels
9/30/2013 #bbcon 21
REAL WORLD EXAMPLES:
NORTHERN ILLINOIS FOOD BANK
9/30/2013 #bbcon 22
WHY DID WE FOCUS ON INTEGRATING?
9/30/2013 #bbcon 23
• Organizational support and special events
• Mission-focused campaign with confirmed donor
• Growing social media base
• Access to volunteers and special groups
RESOURCE FOCUS:
MAXIMIZING OUR CURRENT STRENGTHS
9/30/2013 #bbcon 24
STARTING FROM SCRATCH…
9/30/2013 #bbcon 25
Online Resources
• Created Email Campaigns (Kick-Off, Reminder, Last Chance, Results)
• Email Signature
• Website
• Social Media
• Campaign Info Emails
• Corporate Engagement
STARTING FROM SCRATCH…
9/30/2013 #bbcon 26
Staff & Volunteer Resources
• Staff Challenge
• Board of Directors Support
• Special Events
• Volunteer Engagement
Print and Radio Resources
• PSAs – radio
• Handouts at Centers
• Campaign Buck Slips
STARTING FROM SCRATCH…
9/30/2013 #bbcon 27
Campaign Timing and Staff Support
• Ask and Theme Urgent for Holidays
• One Month Campaign Max.
• No Emails on Mondays or Fridays
• Tested Email Times
• Strategic About Final Solicitation
• Ensured Staff Schedules and Tasks Fit Each Role
STARTING FROM SCRATCH…
9/30/2013 #bbcon 28
OUR CAMPAIGN
9/30/2013 #bbcon 29
CAMPAIGN EMAIL RESULTS
Emails Sent Recipients Opens Open Rate
Click
Throughs Click Rate Actions Action Rate
Direct $
raised
eCard kickoff (10/3) 16,805 2,664 16.15% 315 1.91% 74 0.44% $495
eCard reminder (10/17) 16,599 2321 14.38% 240 1.49% 79 0.48% $615
eCard last chance - sent ecards (10/30) 180 99 55.62% 24 13.48% 5 2.78% $0
eCard last chance - not sent (10/30) 16,436 2,655 16.6% 345 2.16% 126 0.77% $375
Announcement (11/8) 16,717 3,253 19.99% 101 0.62% 44 0.26% $2,550
9/30/2013 #bbcon 30
• 468 participants
• 2,378 eCards sent
• 1,003 new emails
•$14,225 raised
•$10,000 donation match
•807 holiday meal boxes
OVERALL CAMPAIGN RESULTS
9/30/2013 #bbcon 31
• Think BIG when creating initial goals
• Make offline and online marketing plans
• Make it easy to get staff involved
• Get Social!
• Keep your message consistent
• Invite everyone to the party and read the comment cards
LESSONS LEARNED & ADVICE
9/30/2013 #bbcon 32
PUTTING THE PLAN TOGETHER
9/30/2013 #bbcon 33
Staff capacity
Finances
Internal knowledge
Tools
Culture
EVALUATE RESOURCES & READINESS
9/30/2013 #bbcon 34
Bring together the various facets of
development & marketing
Layout your strategies and action
plans together and integrate where
it makes sense.
9/30/2013 #bbcon 35
Who is your audience?
Preferences? Age? Gender? Status? Passion?
GENERATION Y
62% would give via mobile phone
56% view online charity videos
47% gave through org websites
43% fundraised on behalf of an org
GENERATION X
47% would give via mobile phone
38% share charity info via Facebook
40% gave through org websites
46% fundraised on behalf of an org
MATURES
52% gave in response to direct mail
34% gave in honor or tribute
42% volunteer
Fastest growing segment on social media
BOOMERS
42% gave through org websites
40% give through direct mail
21% give monthly
60% use mobile phone as primary
https://www.blackbaud.com/nonprofit-resources/generational-giving-report-infographic
9/30/2013 #bbcon 36
CREATE YOUR PLAN
1. Identify campaigns & initiatives
2. Identify the audiences for each
3. What channels make sense
4. Connect the channels
5. Decide on timing
6. Assign tasks
7. Write it down
9/30/2013 #bbcon 37
INTEGRATED TEMPLATE
9/30/2013 #bbcon 38
2013 Luminate Online Benchmark Study
https://www.blackbaud.com/nonprofit-resources/onlinemarketingstudy
Charitable Giving Report: How Nonprofit Fundraising Performed in 2012
https://www.blackbaud.com/nonprofit-resources/charitablegiving
NTEN & CharityDynamics Nonprofit Donor Engagement Benchmark Report
http://www.nonprofitdonorengagement.com/
Integrating Online Marketing (eCRM) with Direct Mail Fundraising Whitepaper
http://www.strategic-one.com/Integrated_Marketing_White_Paper.pdf
Wired Wealthy Study
http://www.npengage.com/uncategorized/convio-wired-wealthy-study/
The Next Generation of American Giving
Updated Report https://www.blackbaud.com/nonprofit-resources/generational-giving-report-infographic
Original Report http://www.convio.com/files/next-gen-whitepaper.pdf
Blackbaud Index (updated monthly)
https://www.blackbaud.com/nonprofit-resources/blackbaud-index
HELPFUL RESOURCES
9/30/2013 #bbcon 39
Wake up and be AWESOME
Danielle Johnson-Vermenton
danielle.johnson@blackbaud.com
Samantha Fisher
sfisher@northernilfoodbank.org

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Spinning a Web to Capture Their Attention - BBCON 2013

  • 1. 9/30/2013 #bbcon 1 Spinning a Web: Getting & Keeping Their Attention PRESENTED BY: DANIELLE JOHNSON VERMENTON & SAMANTHA FISHER SEPTEMBER 30, 2013
  • 2. 9/30/2013 #bbcon 2 TWEET ABOUT YOUR SESSION #BBCON #BBCONWEB
  • 3. 9/30/2013 #bbcon 3 INTRODUCTIONS Danielle Johnson-Vermenton Senior Interactive Consultant Blackbaud’s Go! on Luminate danielle.johnson@blackbaud.com Samantha Fisher Online Fundraising Manager Northern Illinois Food Bank sfisher@northernilfoodbank.org
  • 5. 9/30/2013 #bbcon 5 THE STATE OF ONLINE FUNDRAISING ACCORDING TO BLACKBAUD’S CHARITABLE GIVING REPORT
  • 6. 9/30/2013 #bbcon 6 NO END IN SIGHT TO GROWTH 17 months of double digit growth in online giving from 2500 orgs
  • 7. 9/30/2013 #bbcon 7 • Repeat donations 20% • Sustainer revenue 27% • Housefile (email) growth double digit • BUT…open rates and click-throughs were down LUMINATE BENCHMARK BACKS IT UP
  • 8. 9/30/2013 #bbcon 8 EMAIL IS KING It’s the one medium that isn’t going away It converts higher than social combined A growing donor preference It’s a personal and customized form of communication Sources: Converts Higher article http://social.razoo.com/2011/10/email-fundraising-is-still-king/ Growing Preference: NTEN Donor Engagement Benchmark Study 2012
  • 9. 9/30/2013 #bbcon 9 Lifetime Donor ValueDonor Value 12 MonthsNew Donor Renewal Rate Sources: Study entitled “Integrating Online Marketing (eCRM) with Direct Mail Fundraising” by Convio and StrategicOne Traditional 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 IT CAN BOOST RESULTS
  • 10. 9/30/2013 #bbcon 10 Online Middle & Major Gifts Direct Mail Planned Giving Corporate Giving Special Events Grants & Foundation Sustained Giving IT IS THE ANNUAL FUND PIPELINE
  • 11. 9/30/2013 #bbcon 11 Ongoing communications Housefile building Social media Fundraising appeals Gratitude strategy Stories The golden rule: integration
  • 12. 9/30/2013 #bbcon 12 CONNECT BEYOND THE ENEWS • Put out the welcome mat o 30-45 days is the sweet spot • Stay relevant o Frequency counts • Have a gratitude strategy o Move beyond a donation TY With every point of contact it’s about building the relationship and their loyalty.
  • 13. 9/30/2013 #bbcon 13 INVITE THEM IN Do you thank people for signing up? Do you inspire them to get involved? Do you tell them how to take action?
  • 14. 9/30/2013 #bbcon 14 Think beyond the every day enews
  • 15. 9/30/2013 #bbcon 15 • Develop a year long plan for saying thank you – to volunteers, to donor, to fans, even to non-donors • Use video, email, social media and images to make a statement GRATITUDE STRATEGY
  • 16. 9/30/2013 #bbcon 16 YOU’VE GOT TO BUILD Facebook Blogs Pledge campaigns eBooks Contests Honorary eCards
  • 17. 9/30/2013 #bbcon 17 SOCIAL MEDIA Social media amplifies your message
  • 18. 9/30/2013 #bbcon 18 It’s important to have the fundamentals in place: • End of Year • Sustainer (monthly) giving • Honorary & Tribute gifts • Other mission driven call to actions: premiums, gifts of inspiration, adopt a [fill in the blank], challenge campaigns ONLINE FUNDRAISING CAMPAIGNS
  • 20. 9/30/2013 #bbcon 20 INTEGRATE , COORDINATE TIMING & PERSONALIZE Multi-channel fundraising involves coordinating the timing of multiple fundraising channels (direct mail, online, telephone, media, etc) The strength of integrated campaigns is the strategic coordination of both timing and messaging to create one synergistic campaign across multiple channels
  • 21. 9/30/2013 #bbcon 21 REAL WORLD EXAMPLES: NORTHERN ILLINOIS FOOD BANK
  • 22. 9/30/2013 #bbcon 22 WHY DID WE FOCUS ON INTEGRATING?
  • 23. 9/30/2013 #bbcon 23 • Organizational support and special events • Mission-focused campaign with confirmed donor • Growing social media base • Access to volunteers and special groups RESOURCE FOCUS: MAXIMIZING OUR CURRENT STRENGTHS
  • 24. 9/30/2013 #bbcon 24 STARTING FROM SCRATCH…
  • 25. 9/30/2013 #bbcon 25 Online Resources • Created Email Campaigns (Kick-Off, Reminder, Last Chance, Results) • Email Signature • Website • Social Media • Campaign Info Emails • Corporate Engagement STARTING FROM SCRATCH…
  • 26. 9/30/2013 #bbcon 26 Staff & Volunteer Resources • Staff Challenge • Board of Directors Support • Special Events • Volunteer Engagement Print and Radio Resources • PSAs – radio • Handouts at Centers • Campaign Buck Slips STARTING FROM SCRATCH…
  • 27. 9/30/2013 #bbcon 27 Campaign Timing and Staff Support • Ask and Theme Urgent for Holidays • One Month Campaign Max. • No Emails on Mondays or Fridays • Tested Email Times • Strategic About Final Solicitation • Ensured Staff Schedules and Tasks Fit Each Role STARTING FROM SCRATCH…
  • 29. 9/30/2013 #bbcon 29 CAMPAIGN EMAIL RESULTS Emails Sent Recipients Opens Open Rate Click Throughs Click Rate Actions Action Rate Direct $ raised eCard kickoff (10/3) 16,805 2,664 16.15% 315 1.91% 74 0.44% $495 eCard reminder (10/17) 16,599 2321 14.38% 240 1.49% 79 0.48% $615 eCard last chance - sent ecards (10/30) 180 99 55.62% 24 13.48% 5 2.78% $0 eCard last chance - not sent (10/30) 16,436 2,655 16.6% 345 2.16% 126 0.77% $375 Announcement (11/8) 16,717 3,253 19.99% 101 0.62% 44 0.26% $2,550
  • 30. 9/30/2013 #bbcon 30 • 468 participants • 2,378 eCards sent • 1,003 new emails •$14,225 raised •$10,000 donation match •807 holiday meal boxes OVERALL CAMPAIGN RESULTS
  • 31. 9/30/2013 #bbcon 31 • Think BIG when creating initial goals • Make offline and online marketing plans • Make it easy to get staff involved • Get Social! • Keep your message consistent • Invite everyone to the party and read the comment cards LESSONS LEARNED & ADVICE
  • 32. 9/30/2013 #bbcon 32 PUTTING THE PLAN TOGETHER
  • 33. 9/30/2013 #bbcon 33 Staff capacity Finances Internal knowledge Tools Culture EVALUATE RESOURCES & READINESS
  • 34. 9/30/2013 #bbcon 34 Bring together the various facets of development & marketing Layout your strategies and action plans together and integrate where it makes sense.
  • 35. 9/30/2013 #bbcon 35 Who is your audience? Preferences? Age? Gender? Status? Passion? GENERATION Y 62% would give via mobile phone 56% view online charity videos 47% gave through org websites 43% fundraised on behalf of an org GENERATION X 47% would give via mobile phone 38% share charity info via Facebook 40% gave through org websites 46% fundraised on behalf of an org MATURES 52% gave in response to direct mail 34% gave in honor or tribute 42% volunteer Fastest growing segment on social media BOOMERS 42% gave through org websites 40% give through direct mail 21% give monthly 60% use mobile phone as primary https://www.blackbaud.com/nonprofit-resources/generational-giving-report-infographic
  • 36. 9/30/2013 #bbcon 36 CREATE YOUR PLAN 1. Identify campaigns & initiatives 2. Identify the audiences for each 3. What channels make sense 4. Connect the channels 5. Decide on timing 6. Assign tasks 7. Write it down
  • 38. 9/30/2013 #bbcon 38 2013 Luminate Online Benchmark Study https://www.blackbaud.com/nonprofit-resources/onlinemarketingstudy Charitable Giving Report: How Nonprofit Fundraising Performed in 2012 https://www.blackbaud.com/nonprofit-resources/charitablegiving NTEN & CharityDynamics Nonprofit Donor Engagement Benchmark Report http://www.nonprofitdonorengagement.com/ Integrating Online Marketing (eCRM) with Direct Mail Fundraising Whitepaper http://www.strategic-one.com/Integrated_Marketing_White_Paper.pdf Wired Wealthy Study http://www.npengage.com/uncategorized/convio-wired-wealthy-study/ The Next Generation of American Giving Updated Report https://www.blackbaud.com/nonprofit-resources/generational-giving-report-infographic Original Report http://www.convio.com/files/next-gen-whitepaper.pdf Blackbaud Index (updated monthly) https://www.blackbaud.com/nonprofit-resources/blackbaud-index HELPFUL RESOURCES
  • 39. 9/30/2013 #bbcon 39 Wake up and be AWESOME Danielle Johnson-Vermenton danielle.johnson@blackbaud.com Samantha Fisher sfisher@northernilfoodbank.org