is the check still in the mail? fundraising best practices for 2013 and beyond
DESCRIPTION
It’s here . . . the fourth quarter of 2012, when the majority of funds will come in for nonprofits. Will the check still be in the mail? Or will it be online? You still have time to maximize giving for 2012, and CEO Chip Grizzard will tell you how in this webinar. Chip will present updated fundraising best practices for 2012, and trends for beyond. Presented by: Chip Grizzard, CEO of Grizzard Communications GroupTRANSCRIPT
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Fundraising Best Prac0ces for 2012 and Beyond
Is The Check Still In The Mail?
Chip Grizzard September, 2012 Join the Conversa.on on Twi1er!
#fgwebinars
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How this webinar works
• A link to the slides and a recording will be sent after the webinar
• Ask your questions during the webinar by typing them in the Question box on the right side of your screen
• Use the hashtag #fgwebinars to tweet about this webinar @Firstgiving
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What is FirstGiving?
Personal Support for your nonprofit, donors, and fundraisers Easy, tested, and secure transaction processes for the donor
Peer-to-Peer Fundraising Pages and Event Registration
Online Direct Donations
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Thanks for joining us today!
[email protected] @chipgrizzard 678.427.9716 www.grizzard.com
Chip Grizzard CEO
[email protected] @chipgrizzard 678.427.9716 www.grizzard.com
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• Partnerships with more than 1,400 nonprofits in North America
• Raised $4 billion • 200 associates na0onwide • We help clients improve results by building passionate and loyal donors. We do that through beWer messaging, digital integra0on, and mul0-‐channel fundraising strategies
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Grizzard Communications Group
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$-‐
$50
$100
$150
$200
$250
$300
$350
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Offline Revenue Trend
0
5
10
15
20
25
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Online Revenue Trend
In billions
In billions
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What Does the Future Hold?
Nega0ve Trends
• Response rates are declining
• Compe00on is increasing
• Costs are increasing • Donor confidence is eroding
• Acquisi0on of new donors gets harder and more expensive
Posi0ve Trends
• More people in the giving age groups
• They have more money
• Overall consumer confidence is high
• Total giving is up • Average gibs are up
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“There's just not that many videos I want to watch.” Steve Chen, Co-‐Founder YouTube
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“Apple is dead.” Nathan Myhrvold, former CTO of Microsob
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Neglix vs. Blockbuster (2004 -‐2010)
$4 Billion
$6 Billion
$2 Billion
$0
2004 2005 2006 2007 2008 2009 2010
$2.2 Billion
bankrupt
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CHANGING LANDSCAPE
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Characteris0cs of Boomers • They want control over what their giving does
• They give larger amounts less frequently and to fewer chari0es
than older donors
• They are slightly less responsive to direct mail, which means we
need to get our act together online
• They cross channel lines
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Five-‐Year Overall Index New Donor Trends
Cumula0ve Rolling 12-‐Month Median Change from Q3 2006
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Mail Volumes Shi6ing to a Less Profitable Mix
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The Digital Connec0on
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Senior Donors
Boomer Donors
Funding Gap
2016
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ACQUISITION
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Short Term:
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Short Term vs. Long Term Strategy
Long Term:
TRANSACTION FOCUS: point of
acquisi0on
Average Gib
Response Rate
Cost
DONOR FOCUS: life0me value
Cul0va0on Poten0al
Engagement
VS.
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Actual Long Term Value
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$1,635,000 projected five year revenue from all donors acquired
5,000 donors acquired
$48.00 ini0al
average gib
$327 projected five year
revenue per donor
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Ques0ons???
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ENHANCE QUALITY OF DONOR RELATIONSHIPS
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Timeliness of Thank You’s
• 24 Hours 20% Response • 72 Hours 15% Response • 5 Days 7% Response • 7 Days 4% Response • 14 Days 1% Response
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2011 Thank You Study (Direct Mail)
• 15 gibs made on 11/24/11 • 73% sent a thank you • Fastest turnaround – 6 days • Average turnaround – 6 weeks • 3 name changes not made
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2011 Thank You Study (Online)
• 10 organiza0ons supported 11/24/11 • Average clicks to donate – 4 • Most clicks to donate – 9 • Duplicate records – 4 • Emails sent since gib
4 orgs. sent no emails
1 org. sent 11 emails
Average – 3 emails
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A Personal Message from Jimmy Carter
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Thank You Video
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Hold a Donor Conference Call
• 5,097 calls made • 823 accepted • 102 listened for en0re 25 minutes
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IMPACT:
13.4% Increase in Net Revenue over next 6 months
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Thank You Calls
Are thank you calls effec0ve: • Donors will give 40% more • Reten0on increases by 20% • Average gib increases by 20%
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INTEGRATION
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32% of online donors switch channels and give offline the next year
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The Crea0ve
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Billboard
Banner Ads
Space Ad
FSI and Q-‐zip
Direct Mail
Landing Page
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Integrated Engagement Increases Loyalty
New Donor Renewal Rate
Legacy Internet Enabled
34.4%
50.9%
Legacy Internet Enabled
$96
$187
Legacy Internet Enabled
$314
$694
Donor Value 12 Months
Life0me Donor Value
+48% +95% +121%
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PLANNED GIVING
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The Texas Division ini0al pilot Survey was mailed in September/October 2010.
Planned Giving Survey Project
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Planned Giving Survey Project • 3,983 responses • 44 new planned gibs iden0fied -‐ $13 million • Investment -‐ $83,593
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Year-‐End Strategy – What to do right now!
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20% of Online Giving in December
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Engage Website Visitors
• Keep Content Fresh • Clear call to ac0on • Prominent Donate Now BuWon
• Use images/video to tell a story
• Include address, phone and email contact informa0on
• Simple/Effec0ve Dona0on Process
• Strong Thank You Process • Op0mize for Mobile
• Improve SEO
• Mul0ple list building areas (newsleWers, alerts, pe00ons, store, etc)
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LYBUNT
3,095 Donors
$400,442
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The Match
Iden0fy a Matching Gib NOW
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Video Strategy • Videos on a pace to account for half of all web
traffic by 2014.
• Video in an email can drive a 24% higher average gib.
• Include dona0on and registra0on links in video.
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SeaWle Children’s Hospital
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“They may forget what you said, but they will never forget how you made them feel."
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THANK YOU!
[email protected] @chipgrizzard 678.427.9716 www.grizzard.com
Chip Grizzard CEO [email protected] @chipgrizzard 678.427.9716 www.grizzard.com
Oct. 30 Grizzard Webinar: “Turning Silver into Gold: Onboarding New Donors” Register at grizzard.com
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Be a part of the FirstGiving Community
Online Fundraising blog: http://blog.firstgiving.com
Facebook: facebook.com/firstgiving
Twitter: @firstgiving
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Interested in learning more about FirstGiving?
Contact our Online Fundraising Consultants:
Email: [email protected] Telephone: 617-542-0010 x 4