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Do More With Less: The Complete Toolbox for Small & Growing Nonprofits

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Younger Donors Wanted

But it’s more likely him…

Rather than her…

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30% 40% 50% 60% 70% 80% 90%$0

$100

$200

$300

$400

$500

$600

$700

$800

$900

$1,000

$1,100

$1,200

% Giving

Tota

l An

nu

al G

ivin

g

Boomers

Gen X

Matures

Gen Y

b. 1965-198058% Give35.9M donors$796 yr/avg4.2 charities

b. 1981-199156% Give28.5M donors$341 yr/avg3.6 charities

b. 1946-196467% Give52.2M donors$901 yr/avg5.2 charities

b. ≤194579% Give30.8M donors$1066 yr/avg6.3 charities

Generational Giving Study

Size of each pie is significant – represents total population of each

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Pace of Change

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ANNUALGIVING

DONATED BYCHECK BY MAIL

PRIMARY CHANNELS

REGULARLY ON FACEBOOK

Changing Constituent LandscapeMatures

39M

POPULATION

Boomers Gen X

$$$$$$

78M

POPULATION

$$$$$

62M

POPULATION

$$$$$

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Direct donation 42% Attended event 19%Visited website 27% Promoted to others 15%Donated goods 23% Volunteered 15%

Direct donation 51% Attended event 18%Donated good 28% Volunteered 16%Visited website 19%

Direct donation 61%Donated goods 25%Attended an event 13%

Direct donation 71%Donated goods 26%Attended an event 13%

Gen Y

Gen X

Boomers

Matures

First Engagement

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Word of Mouth is Critical

GEN Y GEN X BOOMER MATURE

87% 89% 82% 76%

“Peer to peer solicitation is the most acceptable form of solicitation”

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WHO IS YOUR AUDIENCE? ARE YOU WIDENING YOUR CIRCLE OF

FRIENDS?

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New Donor Challenge

Source: Target Analytics donorCentrics™ Index of National Fundraising Performance | Fourth Quarter 2010

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Adding channels can dramatically improve

your results.

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34.4%

50.9%

New Donor Renewal Rate

Direct Mail

+48%

Integrated Marketing

Donor Value Over 12 Months

$96

$187

Direct Mail

+95%

Source: Company whitepaper entitled “Integrating Online Marketing (eCRM) with Direct Mail Fundraising”1 Traditional defined as offline use.2 Internet Enabled defined as both offline and eCRM use.

Integrated Marketing

Lifetime Donor Value

$314

$694

Lifetime Donor Value

Direct Mail

+121%

Integrated Marketing

Integrated Engagement Increases Loyalty

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Limited staff

Limited budget

Data everywhere

Not enough emails

Don’t have a strategy

Insufficient website

Roadblocks to Success

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• Increase staff productivity− Get control of your data− Enhance fundraising and mission operations

• Begin major donor identification and cultivation

• Expand donor universe− With new donor prospecting programs− Grow email file− Leverage peer to peer, social media− Improve conversion/ retention

But, you can…

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Does this resemble the donor management process at your

organization?

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50% of organizations use slips of paper, Excel spreadsheets, and personal contact managers (i.e. Outlook) to manage their data.

51%of organizations manage over 4 repositories of data.

8-10% is the average yearly turnover for an organization. Relationship data lives with the people working within your org—protect it.

Institutional Memory

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47 Spreadsheets

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Understand constituency as a whole

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Interact on an individual level

and track relationships

Donors Advocates Volunteers Event attendees Board members Corporations MediaAcademicsPublic officials

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Donors

Prospects

Events

Programs

Corporations Volunteers Media

Academics

Academics

Partners

Practitioners

Advocates

Lapsed

Common Ground = central nervous system

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Measuring List Overlap

Source: Fidelity Charitable Gift Fund and VolunteerMatch http://www.charitablegift.org/learn-about-charity/news/12-03-2009.shtml

VOLUNTEERSDONORS 67%

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  Walker / Rider

National DM Donors

ActivistsOnline Donors

Auction/Gala / Golf Attendees

General Donors

Walker / Rider      

     

National DM Donors

1.2%          

Activists 13.9% 5.8%        

Online Donors 6.4% 2.8% 3.9%      

Auction/Gala/Golf Attendees

8.9% 0.8% 7.0% 0.6%    

General Donors 1.9% 22.6% 6.1% 0.6% 0.3%  

Major Donors 9.6% 2.0% 28.3% 1.0% 4.7% 0.8%

Measuring More List Overlap

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Overlap isn’t good…it’s GREAT!!

VolunteersAnnual Fund Donors

Prospective Foundations & Corporations

Prospective Major Donors

Foundations & Corporations

Journalists Advocates NonprofitLeaders

Program Recipients

Practitioners

Volunteers

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CG Action Plan Screen Shot Goes Here

PROSPECTIVE MAJOR DONORS

Who are they?

• Business Leaders• Entrepreneurs• Loyal Supporters• Program Recipients

Why are they important?

• Capacity to give gifts with great impact

• Likely to be well-connected

Why do they deserve cultivation?

• Your org could suffer a major setback if you left without documenting moves

• Everyone will look bad if this prospect gets on the wrong list (e.g. asked for $10)

• Proper cultivation = big gifts later (e.g. planned giving as a legacy)

Wants & Needs

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Common Ground™

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Major Donor Process Improvement

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What’s in Common Ground for you?

All the donor database basics you’d expect•Gift & donor accountability•Householding•Batch entry•Direct mail & email•Volunteers & events•Online gift & sign-up forms•Included training & support•Cloud-hosted (no hardware or software to install &

maintain)

But more flexible• Holistic CRM• Custom fields, permissions, & reports• Automated inbox delivery of reports & dashboards• Moves plans for any constituent type, triggered notifications, & custom workflows• Truly custom-fit to your organization’s needs

And future-proof•No unexpected fees•No need to move data in/out•Revenue forecasting•Auto-logging of interactions for institutional memory•Online forms “on-the-fly”•Social insights & mobile access•Open ecosystem of service partners & add-on

features

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Expand Your Universe

• Reach new people

• Understand their preferences

• Welcome them

• Cultivate the relationship

• Ask for support (not limited tofundraising)

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Reach: Email File Expansion

10/2

006

12/2

006

2/20

07

4/20

07

6/20

07

8/20

07

10/2

007

12/2

007

2/20

08

4/20

08

6/20

08

8/20

08

10/2

008

12/2

008

2/20

09

4/20

09

6/20

09

8/20

09

10/2

009

12/2

009

2/20

10

4/20

10

6/20

10$0

$200,000

$400,000

$600,000

$800,000

$1,000,000

$1,200,000

$1,400,000

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

Cumulative Online Revenue

# Email Records

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Engage

Acquire Learn

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Engage

Acquire Learn

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Small to mid-sized organizations are growing the fastest

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Can I have your email?

No

Maybe

donaldduck@yahoo.com

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Average new emails gathered via list growth campaign

399

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$12Average annual online revenue per email address

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List Growth

Go! Program Participant

• Fielded petition

• Doubled their list

• Boosted revenue 600%

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List Growth Ideas

Basic Ask

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List Growth Ideas

Pledges

Basic Ask

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List Growth Ideas

Pledges

Give-Aways

Basic Ask

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List Growth Ideas

Pledges

Give-Aways

Downloads

Basic Ask

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List Growth Ideas

Pledges

Give-Aways

Downloads

Sponsored Donations

Basic Ask

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WHAT WILL YOU DO TO GET MORE

PEOPLE TO GIVE YOU THEIR EMAIL

ADDRESS?

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Engage

Acquire Learn

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Understand Preferences

Double the response

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Learn: Preferences

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Who Are You?

Total Recipients:2,196

Opens:947 (43.24%)

Click-Throughs:471 (21.51%)

Recipient Actions: 386 (17.63%)

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WHAT IS YOUR DOG & CAT? HOW WILL YOU LEARN

THIS ABOUT YOUR CONSTITUENTS?

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Engage

Acquire Learn

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Increased likelihood of message open, first month

50%

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Lean on established best practices to get the most results from technology

Welcome in a timely manner

Relevance Curve

0%

10%

20%

30%

40%

50%

60%

1 month 2 to 3months

4 to 6months

7 to 12months

Year 2 Year 3

Time on Housefile

Emai

l Ope

n R

ate

Org #1Org #2Org #3

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Automated Welcome Series

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Cultivation

Content is king

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Deliver Distinctive, Compelling Content

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Percent typically opening regular eNewsletters

19%

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HOW WILL YOU TELL YOUR STORY

TO ENGAGE CONSISTENTLY?

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Percent of marketers who agree that social media extends the reach of email content to new markets

>80%

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Percent of Facebook posts | Tweets containing links Supporters can’t share content you don’t publish and broadcast online

50% | 25%

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You Have to Ask Methodically

© 2008 Convio, Inc.

4X the initial amount

Message 1First Ask

Message 2 No action – ask again

Message 3 Final attempt

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Multi-Part Campaigns

1

2

3

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Unlike Direct Mail, email has no per-piece mailing cost

$0

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HOW WILL YOU MAXIMIZE THE

VALUE OF EVERY RELATIONSHIP?

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Thank you for attending!

Next Steps: Download today’s presentation and additional free resources that will help your organization do more with less:

www.convio.com/domorewithless

Connect with us! Twitter: @convio Email: info@convio.com Blog: www.connectioncafe.com