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IT’S AND, NOT OR
Senior Interactive Consultant
March 19, 2014
• Almost 4 years at
• Lover of nonprofits
• Passionate about online
engagement & communications,
strategy and inspiring my clients
• 13 years in fundraising &
• If I weren’t doing this I’d own a
CONSULTANT, TRAINER, SPEAKER, MOM
Growth is Slow
Another 7-8 years to get back to the high of ’07
Giving USA 2013 Report
THE STATE OF FUNDRAISING
ACCORDING TO BLACKBAUD’S CHARITABLE GIVING REPORT
6 of 9 verticals saw
double digit increase
online compared to 2012
ONLINE MARKETING BENCHMARK REPORT 2013
SUPPORTERS WANT TO BE ENGAGED ONLINE
• More than half of donors received information from their favorite charity’s
website and by email or eNewsletter
• Website is #1 for information (the face of your org)
• Preferred to spread the word about their favorite charity by email (51%),
Facebook and in person
• Donors aged 50+ prefer visiting the website and email to stay in touch
• Nearly half of respondents gave the majority of their annual
donation to the charity they felt most connected to
NTEN & CharityDynamics Donor Engagement Study 2012
Almost SIX out of every ten donors
from the previous year DID NOT
renew by year’s end!
AFP FEP Study from 2013
Key Reasons They Leave
No memory of ever supporting
Did not feel connected to the organization
Not asked to give again
Other causes are more deserving
Never heard how donation was used
Sources: Dr. Adrian Sargeant and Woodliffe, 2007 and Growing Philanthropy in the US 2011 Study
A 10% CHANGE IN RETENTION CAN INCREASE THE
LIFE TIME VALUE OF A DONOR BASE UP TO 200%.
# of Nonprofits
43% since 2001
What characterizes these organizations?
nimble multichannel technology driven
Source: Giving USA 2011
Double digit growth in online revenue
You need to communicate – online
Retention is a challenge for all organizations
Competition for supporters is increasing, where are you
So what are you doing today?
IS YOUR STRATEGY DIVERSIFIED?
• What does your budget
• Are you dependent on
one or two main sources
• What are your strengths?
TODAY VS TOMORROW
What’s the plan for next year? 5 years?
How will you overcome challenges &
trends? Where will you find new
support? How will you retain donors?
It’s And, Not Or
ONLINE IS YOUR ANNUAL FUND PIPELINE
Lifetime Donor ValueDonor Value 12 MonthsNew Donor Renewal Rate
THERE IS PROVEN VALUE IN
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.
WIRED WEALTHY – CONNECTING TO MAJOR GIFTS
Putting it into context
•86% say they visit websites before making a gift
•Only 8% say they are inspired by the website to give
•Half say giving online is their preferred method
Wired Wealthy Report http://www.convio.com/files/GD_WiredWealthy_Report.pdf
Donor Categories Annual Gift Self Reported Behaviors & Preferences
Relationship Seekers (29%) Avg $11,000
Likely to engage in
60% say websites
help them to feel
donors, more than
half give online
All Business (30%) Avg $12,000
Most visit websites to
donate - period
15% say websites
help them feel
Key to happiness?
Easy and smooth
Casual Connectors (41%) Avg $9,000
Middle ground between the top 2 clusters, interest in online
connection, websites and giving. Multichannel with a split preference
for giving method.
THE GENERATIONS – THEY WANT TO HEAR FROM YOU
How do you get there?
EMAIL IS KING
Email is where the rubber meets the road. It is 1 x 1 communication
that enables the constituent to give. It is transactional & the path for
personal communication based on preferences & interests.
THERE’S VALUE IN EMAIL
$13!On average for Luminate Online customers
As your housefile (# of emails) grows so does the
impact to your annual fund in revenue and reach.
Think like a supporter
Capture their email
Provide multiple touch points
Put out the welcome mat
Have the right software tools
THINK LIKE YOUR SUPPORTERS
ABOVE THE FOLD Reduced 4x
ABOVE THE FOLD – 1 step
Who would you give your email to?
HAVE MULTIPLE TOUCH POINTS & GIVE THEM A REASON
You’ve got the email, now what?
30% of donors reported being
thanked immediately, 21% said
they were never thanked.
How many people do you think
are thanked when they sign-up?
What do you think that first
impression is like for the new
Email is an agreement between
you and the subscriber. Start
that relationship with trust and
ENGAGE THOUGHTFULLY FROM DAY 1
1 month 2 to 3
4 to 6
7 to 12
Year 2 Year 3
Time on Housefile
The honeymoon period to engage new subscribers is greatest in the first 45-60 days.
PUT OUT THE WELCOME MAT – ESTABLISH YOUR RELATIONSHIP
These are examples of Luminate Online
Go! customer Welcome Series.
Email has economic value
Think like a customer
An online relationship often starts with an email
Engage subscribers immediately
What Are You Waiting For?
Online growth continues to outpace
Retention is low
Communicate based on preferences
Organizations should be technology driven
To grow revenue you need to be diversified
Email is valuable so start with a welcome
Online creates a pipeline of support
Evaluate your resources and tools
Is your database in order?
Is your website user focused & mobile?
Are you capturing emails?
Is there a welcome mat?
Is your online fundraising software
doing the job?
Does leadership understand the need
for better tools & training?
GET STARTED TODAY
Keep the conversation going!
Charitable Giving Report: How Nonprofit Fundraising Performed in 2013
2013 Online Marketing Benchmark Study
NTEN & CharityDynamics Nonprofit Donor Engagement Benchmark Report
Integrating Online Marketing (eCRM) with Direct Mail Fundraising Whitepaper
Wired Wealthy Report
The Next Generation of American Giving
What is Luminate Online?