becoming their bcf (best charity forever)
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Becoming their BCF (Best Charity Forever). A guide for long term donor cultivation. Your BFFs Today. Matthew Mielcarek Vice President, Creative & Strategy Practice. Dolores McDonagh Principal Consultant. Why Cultivation Matters. - PowerPoint PPT PresentationTRANSCRIPT
Becoming their BCF (Best Charity Forever)
A guide for long term donor cultivation
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Your BFFs Today
Dolores McDonagh Principal Consultant
Matthew Mielcarek Vice President, Creative & Strategy Practice
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Why Cultivation Matters
As many as 3 of 4
new donors never make another gift
Over the 10 years, there has been a shift in key fundraising metrics.
Cost of donor
acquisition is on the
rise
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Why Cultivation Matters
As many as 3 of 4
new donors never make another gift
Over the 10 years, there has been a shift in key fundraising metrics.
Cost of donor
acquisition is on the
rise
5
Why Cultivation Matters
As many as 3 of 4
new donors never make another gift
Over the 10 years, there has been a shift in key fundraising metrics.
Cost of donor
acquisition is on the
rise
Lower ROI = reduced investment in finding new donors
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• By understanding your most engaged supporters and giving them the relationship THEY want to have, you are better positioned to stem the “leaky bucket” phenomenon.
Why Cultivation Matters
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• 1,022 people donating in the last 12 months• Participants asked how they prefer to engage
with nonprofits they support.
Getting to Know Your Best Donors
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How? Be the constituent’s BCF
BCF
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• 47% of donors give the majority of their money to their BCF
• 30% of constituents fundraise for their BCF at least once a year
• Constituents with a BCF tended to leverage multiple digital access points (website, email and social media)
BCF Benefits
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Measure, Refine, Repeat: Understand what is working, adjust, and try again
How do I become the BCF?
Make It Real: Identify where your focus will be and create your strategy
Take Stock: Assess the current state of your organization’s assets and audience
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Take Stock: How good is your web site?
Where To Start:
• Recognize the in and out doors of your site
• Understand how visitors move through your site
• Identify content types that receive more engagement
• Be aware of the visuals you offer
35% of donors report visiting a charity’s Web site from a few times per year to daily.
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Donor Centric Web Copy
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Take Stock: Are you being social?
Where To Start:• Track your social metrics over
12 to 18 months to see if spikes in engagement tie to other marketing efforts
• Analyze your social content to see if it is formatted to fit the social medium
• Look for content that received high engagement to identify the best content types
54% of donors are willing to talk to friends and family about their favorite organization.
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Take Stock: Are your emails working?
Where To Start:
• Look back over the last 12-18 months to determine averages for open, conversion, and participation rates
• Identify messages that performed well and determine why
• Asses your use of automated email series and their effectiveness
51% of donors get information about their favorite charity from an enewsletter.
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Welcome Series
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Take Stock: What message are you sending?
Where To Start:
• Analyze the content of all your channels to be sure it includes statements of your impact
• Be sure you content speaks directly to your main segments
• Try A/B testing to identify the best possible messages
• Use analytics to measure the most engaging messages
21% of donors say they were never thanked.
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• Email “thank you”employing video
Make Your Thank You Memorable
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Make Your Thank You Memorable
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Make Your Thank You Memorable
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Take Stock: Are you using all channels?
Where To Start:
• Analyze each of your media assets for fit on multiple channels and devices
• Compare the audiences for each media channel to identify overlaps and gaps
• Identify any missing content types and channels that appeal to your audiences
13% preferred learning about volunteering via visiting Web site from mobile device.
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Pulse Check
Which “Take Stock” Area is Your Highest Priority Right Now?
• Understanding your Website Traffic
• Understanding Email Effectiveness
• Messaging• Leveraging Social
Media• Multi-Channel
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How do I become the BCF?
Make It Real: Identify where your focus will be and create your strategy
Take Stock: Assess the current state of your organization’s assets and audience
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Make It Real: Campaign Calendar
• Start with you own organization’s calendar• Flag major holidays• Add seasonality to your engagement offers• Stay flexible and nimble
Today6
Months12
Months18
Months
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Engagement Level
Frequency Breadth Recency
Passive Once Clicked on 2+ email 12 months
Active Twice Clicked on 2+ email and took action on engagement activity
12 months
Very Active Three + Clicked on 2+ email and took action on engagement activity
6 months
Make it Real: Segmentation Example
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Make It Real: Tailored Campaigns
Email Content
Social Content
Web Content
Direct Mail
Defined Segment
A tailored approach will enable you to explore how different segments are performing in terms of acquisition, attrition, engagement, and conversion
Email Content
Social Content
Web Content
Direct Mail
Defined Segment
Email Content
Social Content
Web Content
Direct Mail
Defined Segment
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Make It Real: Start Measuring
Succeed or Fail, InformativelyBefore you do anything, know how you’re going to measure it and what success looks like
Audience Content Access? Content Engagement Conversions
# of useable postal address
Email open and click through rates
Web site visits # conversions by type
# of useable email subscribers
Social media views and reach
Visits to conversion pages
# conversions by channel
# of fans/followers on each social site where you maintain a presence
Unsubscribe rate # of retweets and mentions
# conversions by source
# of Facebook comments and shares
Value of conversions by type, channel, and source
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Measure, Refine, Repeat: Understand what is working, adjust, and try again
How do I become the BCF?
Make It Real: Identify where your focus will be and create your strategy
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Measure, Refine, Repeat: Look Back
Periodically, step back and evaluate the effectiveness of your efforts thus far. After all, you established your baselines for just this comparison
• Measure the response to your engagement campaigns
• Compare to your benchmarks to understand growth
• Segment the people who responded
• Note the characteristics of the people who engaged and what they engaged with
• Look at past behavior of this segment alongside past marketing efforts to identify opportunities
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Measure, Refine, Repeat: Most/Least
Ever heard the saying, “I wish I had 10 more like him?” Well, you have to know who he is before you can say that.
• What does your most engaged segment look like?
• How do they prefer to engage with you?
• How did they evolve over time?
• What does your least engaged segment look like?
• How is that different from the most engaged?
• Can you affect change on them?
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Measure, Refine, Repeat: Look Closer
Look hard to find the cross-promotional and upsell opportunities that take campaigns to the next level
Cross-promote
• Ask activists to donate
• Ask donors to share
• Ask sharers to act
Upsell
• One time donors to monthly sustainers
• Event donors to event participants
• Event participants to team captains
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Measure, Refine, Repeat: Understand what is working, adjust, and try again
How do I become the BCF?
Make It Real: Identify where your focus will be and create your strategy
Take Stock: Assess the current state of your organization’s assets and audience
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Charity Dynamics Can Be Your BFF
Strategy and Benchmarking
Implementation, Execution, and Assessment
Digital Donor Engagement
Benchmarking
Digital Donor Engagement
Strategy
Engagement Website Design
Assessment
E-Communication
Strategy
Donor Engagement Assessment
Channel Integration
Welcome Series Implementation
Engagement Campaigning
