A thought leadership session I did with Northern Illinois Foodbank on having an integrated online strategy. Here is the session description: Learn the steps to creating a dynamic, smart and specific strategy for online development and marketing, including enews, fundraising campaigns, gratitude strategies, social media, acquisition, editorial calendars, and integration with offline activities. And hear about the state of donors from multiple generations and how to meet them where they’re at when creating a marketing plan.
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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
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• 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
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Ongoing communications
Housefile building
Social media
Fundraising appeals
Gratitude strategy
Stories
The golden rule: integration
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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.
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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?
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• 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
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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
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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
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• 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
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Online Resources
• Created Email Campaigns (Kick-Off, Reminder, Last Chance, Results)
• Email Signature
• Website
• Social Media
• Campaign Info Emails
• Corporate Engagement
STARTING FROM SCRATCH…
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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…
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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…
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
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Bring together the various facets of
development & marketing
Layout your strategies and action
plans together and integrate where
it makes sense.
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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