marcus blease presentation

A Case Study of Integrated Fundraising

Marcus Blease

General Manager – Marketing & Fundraising

Agenda

• About CPA and me

• What is integrated fundraising

• An integrated donor acquisition campaign case study

• Integrating events

• Regular Giving opportunities

About CPA

• Disability charity for a cause that most people don’t know about. NSW based, now national.

• 1,200 staff – historic reliance on government money

• Raised $22m in FY11 up from $14m in FY09

• Actively pursue broad portfolio of giving channels

About CPA and cause CP

Don’t think you can’t do some of this stuff!

CP isn’t sexy

CP isn’t well known

Disability is thought of as ‘all ok’

Looked after by the government

About CPA and cause CP

You can do it with....

Leadership = Doing the right things

Management = doing things right

About me

• Commenced work in charity sector in 2002

• Small, medium and large charities (in terms of $)

• Previously Head of Sales at FT in London

• Presentation wordy – so it’s of more value

What is Integrated Fundraising?

Multi channel marketing

Cross media marketing

Cross channel marketing

Multi channel communications

It’s not new, but there are some new channels and ways for rich content and engagement

How the commercial sector views it

• According to a 2007 Ipsos US survey, 67% of the online population is driven by offline messages to perform online searches for more information on a company, service or product

• 39% of those respondents then make a purchase

• Integrated media outperforms and generates better results than any one medium alone

How the commercial sector does it

http://www.youtube.com/watch?v=XNic4wf8AYg&feature=channel_video_title

http://www.youtube.com/watch?v=XNic4wf8AYg&feature=channel_video_title

Implications for charities

Bottom line

We’ve already seen big changes with events

We’ve already seen adoption of social media

We’ve seen ideas for great engagement tactics with rich content

We will see big changes in DM giving patterns

But we aren’t there yet.....

Acquisition Case Study

• February 7th CPA re-branded

Rather than a re-brand campaign – we did a donor acquisition campaign


Story selection

Banker Pack selected


Objective setting

• Raise awareness of CPA and re-brand

• Raise awareness of CP and its impact

• Gain cut through – an impactful campaign

• Raise money

• Recruit donors


• Objective setting – proposal to board

Activity Expense Revenue Net Tests Raffle $120,000 $60,000 -$60,000 SA/VIC/QLD Cash Phone $60,000 $30,000 -$30,000 SA/VIC/QLD Mail $410,000 $246,000 -$164,000 NSW/SA/VIC/QLD TV $100,000 $0 -$110,000 Nationally Online $20,000 $5,000 -$15,000 NSW TOTALS $780,000 $341,000 -$439,000

To recruit 11,000 donors


TVPressPR Radio Event Online Mail PhoneSocial Media

Online Response Feb March April May June

Channel Selection


TV Campaign

Play TVC AD


TV Campaign

• Challenged usual portrayal of disability

• Showed real families and impact of CP

• Unscripted

• Emotional

• Clearly showed a ‘problem’ and a ‘need’

• The donor could see how they could help


TV Campaign ResultsChannel No of

PlacementsTotal Value if paid for

Seven 375 $279,689

7Mate 495 $0

7Two 497 $0

Nine 30 $110,721

GO! 5 $718

Ten 306 $448,091

Eleven 736 $111,825

TOTAL 2,444 $951,044

Indicator Via Web Via Phone TotalNumber of donors 215 392 607Average gift $55.46 $60.68 $58.83Total raised $11,924 $23,789 $35,713ROI $0.36


Press

National &

State Press

For 1st week

No

measureables


Press

• Linked to the TV Campaign – showing families from TV commercial

• Challenged usual portrayal of disability

• Showed real families, their story and impact of CP

• Emotional

• Clearly showed a ‘problem’ and a ‘need’

• The donor could see how they could help


PublicityLinked media where possible

Featured families from TV

100 media articles

Across:

• TV

• Radio

• Press

• Online


Mail4 Waves

Purchased lists

Total mailed 206,296

Wheelchair proposition

Tested new markets

Undertook many tests...


Mail Tests:

• Timing – best month

• Premium or none

• Type of premium

• Letter length

• Value

• Style of pack

• New states


Mail Tests Results:

Premium

• Key Chain 3.9% vs. 2.2% labels

• Key Chain $42.70 vs. $39.33

• But who is more likely to give again?

Style of Letter

• Pareto 4 page letter 3.3% vs. Simple 1 page letter 2.1%

• Pareto 4 page letter $43.92 vs. Simple 1 page letter $38.34

• Who is more likely to give again?


Mail Tests Results:

Ask Value

• $25 3.5% vs. 2.9% for $35

• $25 gave $38 vs. $45 for $35 ask

• Overall we’d have been $4K better off if all $25.

• More people gave $35 but less gave $60! A learning.

• But who is more likely to give again?

Timing

• Feb 3.9%, March 3%, April 2.5%, May 3.7%

• Best response when the TV playing! Better than tax.


Our best pack for next acquisition

• Key Chain premium pack

• 4 Page Pareto Style Letter

• Ask value of $25

• Best time to mail is when TV is playing, Xmas or Tax

• We know which lists to mail out of 15 we tested, drop 4

• A few more tests to refine

Quick Diversion Top Tips Mail

1. Urgency 2. Demonstrate need3. Demonstrate impact of CP 4. Demonstrate difference donation will make5. Strong story 6. Long letter7. Strong uplift8. Video in high value packs9. Separate reply mech’s10. Call high value donors who haven’t responded30% reach, 64% convert vs. 26% non contacts11. Follow up letter/video showing how we spent funds

Do you still send appeals like this?


Phone• Same proposition and case study

• Tested new state markets

• Compelling pack follow up

• 14,000 connected calls

• Purchased lists


Phone ResultsIndicator SA/VIC/QLD NSW/ACTNumber connected calls

13,505 46,080

Conversion rate 21% 16%No. donations pledged

2,882 7,259

Fulfilment rate 53% 51%No. donations received

1,532 3,728

Total Pledge $73,887 $181,961Total Income $55,844 $108,808Average gift $36.45 $29.19ROI $1.10 $0.58


Web

The agency forgot to book them!


Web – clear direction

from the home page


Web – integrated

donation page

Narrative format


Social Media –

campaign landing

page


You Tube page integrated


Social Media Results

2,700 av. monthly f/book page views with TV 1,135 without TV

???? = Number who watched main video

???? = Number who clicked on ‘donate’

573 = Number who left face book to our CP site

1045 = Number who watched family videos


Challenges in the

digital era

• Boycott CPA page

• Negative comments

• Irrational comments

• Overall 84% positive


Challenges in the digital era


Challenges in the digital era - learning's/advice

• Respond to comments neutrally• Don’t delete comments• Most comments came from same few people • Board are likely to panic • We put out an official statement• Welcome that they are telling you rather than you not knowing it• You can’t please everyone


Results summary by channel

Mail (mostly NSW) Phone (exc NSW) Other National TotalRevenue $311,938 $56,979 $42,301 $411,218.00Costs $410,000 $52,347 $50,000 $512,347.00Net -$98,062.00 $4,632.00 -$7,699.00 -$101,129.00ROI $0.76 $1.09 $0.85 $0.80Donors 6692 1532 607 8831


Mail results summary – by state

Mail State Total Mailed TotalCost Average Gift Response Rate Revenue ROINSW 5,700.00 $14,121.63 162$ 2.12% 19,651$ 1.39$ QLD 10,612.00 $26,553.03 32$ 4.25% 14,474$ 0.55$ SA 10,218.00 $25,610.33 31$ 4.55% 14,548$ 0.57$ VIC 10,561.00 $26,198.66 42$ 3.02% 13,423$ 0.51$ Grand Total 37,091.00 $92,483.65 46$ 3.66% 62,095$ 0.67$


Phone results summary – by state

Phone State Total Called Total Cost Average Gift Response Rate Revenue Fullfillment ROINSW 46,080 184,320$ 29.19$ 16% 108,808$ 51% 0.59$ QLD 3,318 13,272$ 25.35$ 25% 13,735$ 52% 1.03$ SA 4,607 18,428$ 26.40$ 21% 18,287$ 62% 0.99$ VIC 5,652 22,608$ 25.14$ 19% 24,957$ 45% 1.10$ Grand Total 59,657 238,628$ 106.08$ 81% 165,787$ 53% 0.93$


Channel of transaction – phone/web/mail

Number of donors Gross Revenue Average donationMail 6880 $289,720 42.11$ Phone 243 $20,755 85.41$ Website 637 $31,894 50.07$

136 donors received mail pack and went online to pay = 2%Av donation $52.19

The above table shows channel of response to ask (excl phone acq)


Integration – outcomes• Created a richer more engaging campaign

• Increased the impact of the message

• Anecdotal feedback from phone agents extremely positive

• Reached a larger audience than mail/phone alone

• Can’t prove multi channel increased results until we do a campaign without some integration

• Greater chance of 2nd gift?


Integration – much of a difference?

• From a digital perspective – no in terms of $

• 136 (2%) went online to donate following mail

• 1045 viewed the detailed video’s online

• Increased response rate 3.9% vs. 2.5% month after it stopped

• It’s not all about dollars. New mediums won’t immediately generate revenue.

• But keep it in perspective vs. your time....

Integration adding value

Events online • Cultural change in Australia around ‘sponsorship’

• Made event fundraising easy for participant

• Easy for charities with 3rd party sites

• Dramatic increases with event fundraising

• Allows for a much greater experience for participant and donor


Richness within donation receipts – Sent via web with receipt (across all donation types)

http://www.youtube.com/user/CPAlliance#p/u/5/pqzTdNxykmk

http://www.youtube.com/user/CPAlliance


• Mobile integration

• Personalised destination of funds/price points/text • integrates into content

Remember to integrate your channels

Internal Channel conversions

Regular Giving Post sign up When Day 1 Day 2 Day 7 Day 14 Day 21 Day 28 Day 35 Day 42 Day 56 Day 70 Day 84 Day 90

What

Welcome e-book, signed postcard

SMS and email

Video - magic moment #1 E-update

Video - magic moment #2

Email with webinar/teleconference invite

Teleconference/Webinar

Personal survey invite

Donor care call/e-update

Video - magic moment #3

Advocacy piece

Advocacy piece - reminder

How should I feel? Excited Inspired

Trusting. Knowing I supported the right cause, and org Empowered

Content that just a little bit each month matters in someones life

Blown away by CPA's record of getting results

Blown away by CPA's record of getting results

Part of a special group of Aussies

Secure, satisfied

I can see real progress already

An advocate for CP

An advocate for CP

Values PassionExperts, leaders

Credible, trustworthy

Advocates for CP and disability Responsible

Results conscious

Results conscious Inclusive Accountable Caring

Change agents

Change agents

Why

Ride the wave of excitement, convince partner done the right thing

CPA is the org that will create positive change

Reassuring that $$ are going to make a difference

Ensure excitement hasn't worn off

"Surprise and Delight" Reaffirming before month 1 payment

"This is what we've done, this is where we're going.."

"This is what we've done, this is where we're going.."

Because no-one asks me for my feedback and we care

Ensure excitement hasn't worn off

Because stories are so important

It's about more than financial support

It's about more than financial support

Notes

Says thank you for joining a special group of people that’s changing lives

Either same case study all way through or 3 separate

Message from a therapist, parent and child*

Held monthly, featuring Rob White

Email and text invite

Downgrade those likely to cancel. Suggest calls done in-house Easy, viral

Reminder and request to forward to someone else who cares

SMS highlights video sent

Custom built site w/video

Survey feedback, use responses

Every Australian Counts - tbc

Closing....

Donors behave in multitude of ways and have differing giving and communication preferences. Integrated

marketing taps responds to

this need and offers greater richness.

It is vital the sector takes advantage of new technology so we don’t just speak to donors but interact with

them.

Thank You

Any questions?

Critical step to conversion

Welcome booklet & personally signed letter from CEO to all new donors

Welcome Booklet

The Right Language

“I guarantee that every single dollar will be stretched as far as possible.

Please take the time to read the booklet enclosed, it isn’t about The Spastic Centre – it’s really about you and how important your support is.

Thanks again for sending your support and for sharing our goal of letting people achieve their very best.

I look forward to writing to you again shortly with an update.”

Critical Steps...

• ‘In honour’ of in communications – 16% of our donors give in honour

• Personal phone call to thank donors (based on value/frequency)

• Donor thank you day

Critical Steps for conversion

Critical Steps...

• ‘In honour’ of in communications – 16% of our donors give in honour

• Personal phone call to thank donors (based on value/frequency)

• Donor thank you day

RGP Top Tips

Current acquisition channels – phone and face to face

Developed a strong compelling proposition

Sponsor your local therapistFace of each region – therapist and client

• Welcome booklet & localised letters• Fridge magnets• Email with video/welcome SMS• Thank you folder• Downgrade for F2F if under 25• Birthday SMS• Monthly call file for upgrade at 6 months• Annual upgrade at 12 months• Receive 2 appeals a year• Exploring auto mail upgrade for those unreachable by phone this year

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