everything you wanted to know about integrated fundraising for the 21st century but were afraid to...

Presented by:

Mike Johnston

Everything you wanted to

know about integrated

fundraising for the 21st

century - but were afraid to

ask!

A virtual tour

• What is integrated fundraising?

• Why do integrated fundraising?

• What are donors telling us? Generations…

• How do we get more out of our traditional, older donors?

• How do we get more from younger donors?

• We will cover case studies from Chile, France, Canada, US, UK, Spain, Argentina, Australia and Mexico

Integrated Fundraising

• The use of multiple channels (online,

direct mail, telephone, mobile) to

support one another to raise more

money and build better donor

relationships

• The connection of all channels with

all different ways to give e.g up and

down the donor pyramid

MULTI-CHANNEL Fundraising

• Why do it?

MULTI-CHANNEL Fundraising

• What are donors telling us –

two studies in Canada and

the US

6

© 2010 Convio, Inc.

Methodology

• Phase 1 – Focus Groups among Gen Y

and X donors, December 2009

• Phase 2 – Online Survey of 1500+ US

Donors, January 2010

7© 2010 Convio, Inc.

Generational Giving

$0.

$100.

$200.

$300.

$400.

$500.

$600.

$700.

$800.

$900.

$1,000.

$1,100.

$1,200.

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

% Giving

To

tal a

nn

ua

l g

ivin

g

Boomers:50-64

Gen X: 35-49

Matures: 65+

Gen Y: 18-34

58% Give35.9M donors

$796 yr/avg

4.2 charities

$35.9 B/yr


$341 yr/avg

3.6 charities

$9.7B/yr


$901 yr/avg

5.2 charities

$47.1 B/yr


$1066 yr/avg

6.3 charities

$32.7 B/yr

8


Mobile Habits

49% Mobile ONLY phone

32% Mobile primary

42% Facebook Mobile app

53% Texters

Defining Values

Time to give back

What’s in it for me?

Online connection

Social Media Habits (% doing regularly)

70% 49% 25% 16%Value

• Size

• Lifetime value

• Lower cost appeals

• Active supporters/promoters

BUT

• Require multichannel appeals

• Tracking difficult

More on Gen Y

9


Defining Values

Peer-motivated

Support random, emotional

Time vs. money

Online connection

Value

• Size of gifts to top charities

• Lifetime value

• Lower-cost appeals

• More than dollars

• Viral promoters

• Most Educated, Higher Income

BUT

• Harder to secure

Social Media Habits (% doing regularly)

56% 30% 13% 11% 11%

Mobile Habits28% Mobile ONLY phone

37% Mobile is primary

27% Facebook mobile app

40% Texters

More on Gen X

10


Defining Values

Giving more planned

Efficiency/overhead concerns

2-in-10 retired

Value

• Largest cohort

• Size and dollars

• Income

Tech/Media Profile29% Facebook (reg)

(60% Total)

17% Texters

47% E-newsletters

55% Bank online

33% Shop online

More on Boomers

11


Defining Values

Pre-meditated giving Loyal

But guarded

Scrutiny

Value

• Largest annual contributions

• Greater # of groups

• Tracking/Direct mail responsive

BUT

• Smallest cohort and shrinking

• Less open to new appeals

Tech/Media Profile17% Facebook (reg)

(50% Total)

5% Texters

48% E-newsletters

57% Bank online

34% Shop online

More on Matures


GEN Y GEN X BOOMERS MATURES

48% 57% 52% 48%

26% 43% 54% 77%

28% 35% 32% 30%

29% 35% 31% 25%

22% 28% 28% 31%

22% 22% 27% 35%

25% 27% 17% 12%

8% 10% 16% 25%

11% 17% 14% 11%

14% 13% 4% 2%

9% 6% 4% 2%

% donated this way in last 2 years (total)

52%

49%

32%

31%

27%

26%

20%

14%

14%

8%

5%

Checkout Donation

Check by Mail

Gift Shop

Website

Fundraising Event

Honor/Tribute Gift

Third Party Vendor

Phone

Monthly Debit

Mobile/Text

Social Networking Site

Giving Channels

Emerging

Channel


52%

41%

28%

22%

15%

8%

Peer toPeer

Mail

Email

SocialMedia

Phone

Text

Solicitation Channel Appropriateness (From charities/nonprofits with established relationship)

% say appropriate solicitation channel

(rank ordered by very important –blue) TOTAL GEN Y GEN X BOOMER MATURE

84% 87% 89% 82% 76%

77% 77% 79% 74% 77%

65% 76% 69% 60% 51%

47% 69% 60% 38% 17%

42% 51% 42% 39% 34%

23% 38% 25% 16% 13%


Heard a lot, 57%

Heard some, 20%

23%

Yes No

Awareness of Haiti Text-to-Donate

77% total

Heard a lot

Gen Y: 60%

Gen X: 64%

Boomers: 52%

Matures: 50%

Seen/heard anything recently about making a donation via

text for earthquake relief in Haiti?


Gen YMainstream media 27%

Word of mouth 22%

School 18%

Peer to peer event 14%

Gen XMainstream media 24%

Word of mouth 18%

Mail 16%

Peer to peer event 11%

Work/job 11%

Product purchase 11%

BoomersMainstream media 28%

Mail 19%

Word of mouth 16%

Work/job 11%

MaturesMail 35%

Mainstream media 24%

Word of mouth 18%

52% first learned childhood

Average time support: 4 yrs

68% first learned 30’s+


32% first learned childhood


55% first learned 30’s+

24% childhood, 21% y adult


Awareness (top charity)


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


68%

28%

23%

13%

12%

12%

8%

7%

6%

Donate directly charity

Donate goods (clothing, food)

Visit their website

Volunteer

Support friend walk/run/etc

Promote them online

Fundraise

Participate in walk/run/event

Advocacy campaigns

Engagement Today

GEN Y GEN X BOOMERS MATURES

50% 66% 76% 81%

26% 30% 30% 23%

34% 23% 20% 13%

14% 17% 11% 7%

16% 13% 11% 6%

19% 14% 9% 5%

13% 8% 7% 4%

13% 9% 5% 3%

8% 9% 5% 2%


41% 45%55%

66%

12%12%

7%

6%18% 13%

13%

10%16% 18% 17%11%

7% 4% 2% 1%

Gen Y Gen X Boomers Matures

“Making a Difference”Where do you think you can make the most difference with (top charity)?

Money

Volunteer

Donate goods

Spread word

Fundraise


Donations plans to top charity next year

Future Giving

31%

46%

4%

19%

24%

48%

4%

24%

17%

54%

2%

27%

8%

61%

3%

28%

Increase Same Decrease DK

Gen YGen XBoomersMatures

21


Some Canadian

Comparisons• For Canadian

organisations – and

US organisation

that fundraise in

Canada there are

some important

differences and

similarities you

should know.

22


Channel

Comparison

22

5%

8%

14%

14%

20%

26%

27%

31%

49%

52%

2%

3%

14%

17%

18%

31%

39%

33%

23%

59%

Social NetworkingSite

Mobile/Text

Phone

Monthly Debit

Third Party Vendor

Honor/tribute Gift

Fundraising Event

Website

Mailed gift

Checkout Donation

23


How much do people

give?

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

< $100 $100-$499 > $500

24


Monthly Giving

Comparison

24

0%

5%

10%

15%

20%

25%

30%

Gen Y Gen X Boomers Civics

Always Check Website Before

Donation

1/30/2015 25

19%

11%

6%

8%

16%14%

12%

7%

25%24%

19%

14%

21%

25% 25%

22%

14%

21%

33%

42%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Gen Y Gen X Boomers Matures

Perfectly Very well Pretty well Not too well Not well at all

Email Address

Collection

1/30/2015 26

Promote Causes Through

Email & Social Networks?

1/30/2015 27

28


How do donors first engage?

• Across all generations, in the US and

Canada – mainstream media is the first

channel through which the donor becomes

engaged

• Word of mouth is the next most important

channel

• Consistent across US and Canada

29


Fundraising is profoundly

multichannel and multi-

level

30


Traditional donor

databases are dinosaurs

But what kind of dinosaur

depends on your channel

combinations…

32


Remove the

silos within your

organization

One organization’s goal to

better integrate online and

offline fundraising:

A new staff person is being

put into the fundraising

department who will

coordinate ALL web related

activities

They will report to the

Director of Advancement –

Fundraising

But this can only happen

with the buy-in of the CEO

Success Factors for Transforming an

online and integrated fundraising

operation

• Strategic and Tactical development

– Integrated multi-channel approach

• Alignment of structure, culture and

skills with strategy

35


Direct mail and

telemarketing

need to evolve

Web Triggers Direct Mail Response

When you received a mail solicitation from a charity,

which of the following places on the Internet do you

look at before deciding whether to give money

All respondents 2005 2008

Look up 25% 44%

Do not look up 61% 47%

Don’t know/none 13% 10%

2005 2008

Org’s web site 19% 37%

Independent rating

organization

11% 24%

Online discussion

group

3% 10%

Blogs 2% 8%

NPT Research: 1,000 calls

If 37% of direct mail donors...

Press Advertisement

38

Cross-channel integration

Magazine Advertisement

Direct Mail integration

(coordinating messaging)

There were three test cells:

1. Received only mailing

2. Received email before the mailing

3. Received email after the mailing



Pre-DM



Post-

DM



107

172

196

0

20

40

60

80

100

120

140

160

180

200

Received onlymailing

Received emailbefore the mailing

Received emailafter the mailing

DM Integration (with email)

# of petition signers (inhundreds)

# of donations

Response rate (%)

Average Donation (euros)

ROI

43

Paper catalogue in support of

an online symbolic giving

campaign…

In 2005, an online only symbolic gift

catalogue was introduced, it raised

approximately $48,000 in its first year.

The second year, a simple catalogue

was sent to direct mail donors in

November of 2006 introducing them to

the symbolic giving catalogue.

It was sent to approximately 10,000

donors and raised an additional

$74,180.00

And a comparison of Nov 05 dm

donors receiving a holiday appeal

without a catalogue the month before

vs. the 06 donors who received the

catalogue showed a $15,000

reduction in income vs. $74,180

increase – for $59,180 net return on

more integrated offline/online

approach

Giving Year Giving Channel Number of Donors Percentage

2007/2008Mail GTM Specific

3176

Tracking specifically these 3176 Mail 07/08 GTM donors by channel in 08/09

2008/2009 Online GTM specific39

1.23%

Mail GTM Specific 1073 33.78%

combined both channels GTM specific 1112 35.01%

Giving Year Giving Channel Number of Donors Percentage

2007/2008 Online GTM Specific 400

Tracking specifically these 400 online 07/08 GTM donors by channel in 08/09

2008/2009 Online GTM specific 146 36.50%

Mail GTM Specific 16 4.00%

GTM Specific - both mail online and mail 162 40.50%

New York Public Library:

cross channel acquisition

One segment of advocates we’re mailed before the end of the year to ask

for a gift supporting essential services at the Library.

3.24% direct mail response rate

$59 direct mail average gift

Average response on prospecting packages 0.30%

Putting direct mail and online together

makes money...

An email was sent along with

some of the direct mail

packages

Average gift

• DM only = $49

• DM and email = $105

47


Word of

mouth is

critical

If traditional media is driving a

prospective donor to your web

site…are you ready?

What happens when the online

prospective donors are called?

• 30% Positive response

• Annual average per donor: $130.00

• 94% monthly donors

• ROI 1:2

Banners and Pop ups through paid media...

• NGO web sites

• Sports

• Women and family sites

International Development NGO

• 25% Positive response

• Annual average per donor: $135 dollars

• 92% monthly donors

• ROI 1:3

51


Social networks

are important and

still evolving

2009 was about learning Social

Media. 2010 and 2011 will be

about figuring out how to use it

well – especially through

integrated marketing.

And of course…what

about social media!

Greenpeace Chile

• Outbound calling for warm leads

– 1,510 calls (May-December 2009)

• Inbound calling for warm leads

– 503 people filled the form

• Result –10% conversion

– 193 people converted to paid monthly

donors

55


Boomers and Gen X hold

significant value

Cycle event for health related

charity – raising millions of

dollars per year

Gen X, Gen Y, and Boomers

are the leaders in this

fundraising endeavour.

And what happens when you use

cross channel to increase the

value of those Gen Xers and

Boomers?

$722.18

$920.09

$-

$100

$200

$300

$400

$500

$600

$700

$800

$900

$1,000

Not Called Called

Av

era

ge R

ev

en

ue (

$)

Action Taken

Yoga In MotionImpact of Calling

Participants

Avg. RevenuePer Participant

Up 27.4%

58


Mobile’s time

is coming

One million text leads in 51 days.

What do you do with 800,000 new contacts?

You knock down some walls to make room for

another channel…

9.65% conversion

to monthly giving:

15,388

170,658 called

on their mobile

phones

50% converted

to monthly

giving7.6 million

dollars LTV

(over 5 years)

Average gift 3.28

dollars/month

Gaza conflict early 2009: Save the

Children ran National press campaign -

text support for a ceasefire.

Call to action – text CEASEFIRE’ - pass

details onto friends and family .

Campaign goes viral - 182,000 people

text - petition taken the government

All supporters were called on their mobile

phones and prior to the call we had no

information (name, address, etc) about

these prospects.

4.7% converted to monthly giving -

approximately 5,000 new donors

62


Content is king

Proprietary and Confidential

• tracking the impact that sites like Facebook

make to fundraising and campaigning

As a fundraiser they

received…

• Field Blogs

– Personal reflections

and anecdotes from

actual MSF field staff

who lived and worked

through a crisis –

specific to a role the

supporter chose

– Posted continuously

throughout the

campaign

– Comments welcome

hjcProprietary & Confidential 68

It seems to work!

• It raised 20% over

it’s goal

• It even received

an online $50,000

donation!

70


Use the whole

donor pyramid

Online will be increasingly

important for major gifts and

legacy giving

Country Legacies

revealed

Legacy leads

Canada 15 103

Canada 22 232

United States 52 164

Mexico 9 1,043

Four Legacy Online Surveys

In the end, is it all

worth it?

Offline w/ No Email

Offline w/ Email

Online Only Online/Offline

Value/Donor $43 $54 $57 $156

$0

$20

$40

$60

$80

$100

$120

$140

$160

$180

Value/Donor

Multi-channel donors are nearly 3x more valuable

than single channel donors. Source: Defenders of Wildlife Jul08-Jun09

Creating an integrated

schedule might be the

place to start...

What have I learned about making

integrated fundraising and

campaigning work?

1. Get buy-in at the senior level

2. Have departments work together

(maybe for the first time)

3. Create an integrated team

4. Create an integrated goal (with

different metrics of success for each

department)

5. Create an integrated plan

6. Matrix reporting structure MAY

make sense with individuals

temporarily reporting cross-

department

76


Questions?

everything you wanted to know about integrated fundraising for the 21st century but were afraid to...

Documents

us donors

x donors

older donors

younger donors

gen x charitable donors

highest percentage of

high percentage of donors

donor population size