1. GIVING TRENDS & THE “ART OF THE ASK”
Amy Kellinger
Senior Marketing Manager
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2. CURRENT STATE OF FUNDRAISING -
DISCONNECTED CONSTITUENT EXPERIENCES
Signs and
Donated forwards
Participated
$20,000 to
in “Help the 75% of
Attended 2 your cause
Cause” your
of your over 5 petitions
campaign
special years
events last
year Volunteered Donated
Referred at 5K run event $50 to
10 friends 2 years ago your email
to your campaign
cause
2
6. Source: Morgan Stanley http://www.slideshare.net/CMSummit/ms-internet-trends060710final
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7. SOCIAL MEDIA INFLUENCE
Average Facebook user has 130 friends
700 billion: number of minutes spent on
Facebook per month
Average Twitter account has 70 followers
More than 50% of the world’s population is under 30 and
have never experienced life without the Internet.
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9. PREFERRED GIVING CHANNEL
Communication
Preferences
Giving
Preferences
direct mail
other offline
email
Source: 2011 donorCentrics Internet & Multichannel Giving Benchmarking Report
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14. OVERALL ONLINE GIVING TRENDS – BY ORG SIZE
• Online giving experienced growth for most organizations of all sizes
Source: Blackbaud 2011 Online Giving Report
https://www.blackbaud.com/onlinefundraising
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15. OVERALL ONLINE GIVING TRENDS – BY VERTICAL
• International Affairs organizations had a significant drop in online giving
• Higher Education institutions are shown in the report for the first time
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16. OVERALL ONLINE GIVING TRENDS
• 35% of online giving happens in the final three months of the year
• 20% happens in December
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17. OVERALL ONLINE GIVING TRENDS
• Healthcare organizations have more distributed online giving
• Higher Education has a fiscal year and calendar year bump in online giving
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18. DID YOU KNOW…
• 87% of nonprofits had at least one online gift of $1,000 or more
• The median online gift of $1,000 or more was $1,200
• Largest online gift in 2010 was $100,000. In 2011.. $260,000
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19. ONLINE GIVING BENCHMARKING – BY ORG SIZE
• 6.3% of total fundraising now comes from online giving
• Drop from 2010 because of less disaster relief online giving in 2011
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20. ONLINE GIVING BENCHMARKING – BY VERTICAL
• Healthcare organizations raise the largest percentage from online
• Education institutions lag the rest of the nonprofit sector
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21. MAKE IT EASY AND FULFILLING FOR
NEW DONORS TO GIVE ONLINE
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32. WHAT DOES MULTICHANNEL LOOK LIKE?
• Direct mail bulletins
• Monthly e-newsletters
• Shared information via Facebook and
Twitter, driving traffic back to the main website
• Updated content on the main website frequently
with stats, videos, blogs
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34. THE IMPACT OF MULTICHANNEL ON DONOR
RETENTION
• Almost 15% of HOPE worldwide’s new online donors made
a second gift in 2010
• Donor value increases each year a donor remains loyal
$200
$150
$100
$50
$0
New Online Reactivated 2 Years 3/4 Years 5+ Years
Donor
Average value of online donor for each year on file
Source: Internet Giving Collaborative Benchmark Report donorCentrics™
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35. • Coordinated asks across multiple channels
• Easy ways to give via direct mail or online, with
check, credit card, or EFT
• Updated content on the main website frequently
with stats, videos, blogs
• Ads and messaging give donors the sense of
inclusion, recognition, and insider access
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39. CURRENT STATE OF FUNDRAISING -
DISCONNECTED CONSTITUENT EXPERIENCES
Signs and
Donated forwards
Participated
$20,000 to
in “Help the 75% of
Attended 2 your cause
Cause” your
of your over 5 petitions
campaign
special years
events last
year Volunteered Donated
Referred at 5K run event $50 to
10 friends 2 years ago your email
to your campaign
cause
39
40. Connecting experiencesUNIFIED VIEW unified
THE SUPPORTER JOURNEY | A provides a
view
Donated
$20K to your
cause over 5 Signs and
years forwards your
Volunteered petitions
at 5K run event
2 years ago Donated
$50 to your
email
Participated campaign
in “Help the Referred
Cause” 10 friends
campaign to your
Attended 2 of
your special cause
events last
year
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42. SUCCEEDING THROUGH THE SUPPORTER
SHIFT
We must redefine how we engage supporters
We must connect supporters with one another and with us
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43. SUCCEEDING THROUGH THE SUPPORTER
SHIFT
We must redefine how we engage supporters
We must connect supporters with one another and with us
We must focus on what makes the supporter care about us first
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44. SUCCEEDING THROUGH THE SUPPORTER
SHIFT
We are redefining how we engage supporters
We are connecting supporters with one another and with us
We must focus on what makes the supporter care about us first
We must leverage fundraising as an integral part of engagement
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45. SUCCEEDING THROUGH THE SUPPORTER
SHIFT
We must redefine how we engage supporters
We must connect supporters with one another and with us
We must focus on what makes the supporter care about us first
We must leverage fundraising as an integral part of engagement
We must embrace that communication is many-way
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46. SUCCEEDING THROUGH THE SUPPORTER
SHIFT
We are redefining how we engage supporters
We must connect supporters with one another and with us
We must focus on what makes the supporter care about us first
We must leverage fundraising as an integral part of engagement
We must embrace that communication is many-way
46
47. SUCCEEDING THROUGH THE SUPPORTER
SHIFT
We are redefining how we engage supporters
We must connect supporters with one another and with us
We must focus on what makes the supporter care about us first
We must leverage fundraising as an integral part of engagement
We must embrace that communication is many-way
We must identify tools and processes that make it look easy to
the outside
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48. Analyze and Segment and Engage and Appreciate and
Identify Target cultivate Retain
Measure and Manage
Supporter Management
Segmentation and Multi-channel Constituent
Analytics
Modeling Services Marketing Management
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49. 1. IDENTIFY YOUR BEST PROSPECTS
Analyze and
Identify
• Wealth Screening
• Likelihood to Give
• Research and Analytics
Analytics
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50. 2. TARGET THOSE MOST LIKELY TO GIVE
Segment and
Target
• Data Accuracy
• Custom Modeling
• Segmentation Services
Segmentation and
Modeling Services
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51. Mobile
3. REACH THEM ON THEIR TERMS Social
Advocacy
Engage and
Online Community
cultivate
Online Giving
Email
• Major and Planned Giving
Web
On-line and Off-line Direct Mail
• Peer to Peer and FAF Peer to Peer
Face to Face
Telephone
Multi-channel
Events
Marketing
Direct Response TV
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52. 4. RETAIN FROM ENGAGEMENT TO GIVING AND
BEYOND
Appreciate and
Retain
• True Constituent Management
• Supporter Stewardship
• Personalized Communications
Constituent
Management
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53. 5. COMMUNICATE IMPACT
Measure and Manage
• Peer to Peer Benchmarking
• Program and Mission Delivery
• Financial Management
Supporter Management
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Moving from a fundraising journey to a constituent journeyADD BUBBLES FOR VOLUNTEER, ADVOCATERetailEvents – participantsvolunteers (mentor, coaches, workers,), advocates (does not do anything, but writes to the congressman)Giving – major gifts, direct, online
Source: The 2011 Online Giving Reportwww.blackbaud.com/onlinefundraising
1.5 Million raised through Facebook and Twitter last yearGive supporters simple to use online fundraising toolsMake it simple for supporters to leverage their networks (and track the success)Show impactFocus attention on primary call to action – making a donationSupporting main call to action with key statistics to influence visitors decisionSimple fundraising progress barSocial sharing powered by ShareThisFacebook comments included to drive interaction and return visits
Now I’m going to talk a little about how we’re communicating with our supporters:So, if you’re an offline donor to UCS you receive (max) about 16 snail mail appeals a year from us (mix of renewals, special appeals, and pitches to join monthly giving.)And you’ll get about two phone calls.If you’re an offline donors to UCS and you’ve given us your email address, you’ll ALSO receive (max) 17 email appeals from us throughout the year. Again, mix of renewals, special appeals, and pitches to join monthly giving.If you’re an online activists who has never made a donation to us before, you’ll receive 20 email appeals (7 series) ANDif you joined recently, you’ll receive 4-5 snail mail appeals.We pull a list of the 10,000 most recently joined non-donors from our email list and put them in direct mail prospecting.Everyone we have an email address for also gets cultivation emails—monthly e-newsletter, action alerts, etc. If you are a donor those emails may be different than if you are a non-donor. For instance donors get event invitations to special donor events.
For a number of years, we’ve been integrating the topics and timing of some of our online and offline appeals and cultivation message. Not all of them, but a lot of them.We’ve sent emails like this one alerting people to an appeal they’re about to receive in the mail. (24% open rate, 0.06% response rate)We’ve coordinated topics for both appeals to prospects and appeals to donors—so the mailing and email will be on the same topic and will be timed to hit people around the same time and have the same deadlines. We send all donor event invitations via email and mailWe offer donors an email version of our two member publications if they don’t want it by mail.
In our 2011 online giving report which we’ll publish next week, International Relief sector online giving was down 55% over 2010.
Moving from a fundraising journey to a constituent journeyADD BUBBLES FOR VOLUNTEER, ADVOCATERetailEvents – participantsvolunteers (mentor, coaches, workers,), advocates (does not do anything, but writes to the congressman)Giving – major gifts, direct, online
Moving from a fundraising journey to a constituent journeyADD BUBBLES FOR VOLUNTEER, ADVOCATERetailEvents – participantsvolunteers (mentor, coaches, workers,), advocates (does not do anything, but writes to the congressman)Giving – major gifts, direct, online
