motivate your fundraisers to higher goals with incentive marketing programs
DESCRIPTION
Motivate Your Fundraisers to Higher Goals with Incentive Marketing Programs Are you struggling to motivate your fundraisers to reach their goals? Or, to raise their goals once they’ve reached them? Is your traditional email marketing ineffective or non-existent? Are you looking for a simple way to reward your fundraisers for all their hard work? In this webinar, we will show you how incentive marketing can boost your fundraisers level by integrating an online fundraising platform, a robust pre-event communications plan, and a motivating incentive program into your fundraising campaign this year.TRANSCRIPT
Mo#vate Your Fundraisers to Higher Goals with Incen#ve
Marke#ng Programs
Who is FirstGiving
Fundraising solutions
Personal Support for your nonprofit, donors, and fundraisers Easy, tested, and secure transaction processes for the donor
Peer-to-Peer Fundraising Pages and Event Registrations
Donor Analytics and Market Research
Online Donations
Key Takeaways to increase income
• Integrating an online fundraising platform & recognition gift program for maximum income
• Impact of Income Triggered Email Campaigns (ITEC) on income
• Impact of gift program on income • Learn how other organizations have succeeded with similar integration
What does Turnkey do?
• Recognition gift programs to increase fundraising
• Marketing campaigns about the
recognition gift programs deployed both inside and outside of Blackbaud
CLIENTS Include
• Alzheimer’s Association • American Cancer Society • American Lung Association • Autism Speaks • Hydrocephalus Association • Melanoma Research Foundation • National Psoriasis Foundation • One Home Many Hopes • Special Olympics • Susan G. Komen
Our Model
Turnkey Promotions Recognition Program
Best prac#ces to produce results
• Online fundraising platform • Pre event marketing • Ongoing, personal communication • Timely fulfillment of the promise • Evaluate and adjust
Data is the fuel
Data Collec*on
ITEC
Cer*ficates
Analysis
Recruitment and
Reten*on
Participant Experience Register • Via event online platform to collect data
Fundraise • Receive encouraging ITEC managed by Turnkey
EVENT DAY
Redeem Gift • Receive coded certificate (email/postal) managed
by Turnkey
Receive Gift • Delivered by Turnkey with thank you insert
#1 Key Component
1. Robust communications and marketing
2. Personalized, direct delivery
certificates
3. Branded product and timely fulfillment
4. Evaluate and adjust annually
Marke#ng a recogni#on program • Posters • Fliers • Sample kits • Word of mouth • Social media • Email marketing directly to
fundraisers
Income Triggered Email Campaign
• ITEC = Most important element
• Direct to participant communication = key
• Timed and personal
• We “dangle the carrot” to motivate
• Opt out rates = practically zero
• Turnkey managed or within online platform
ITEC Open Rate Example
• 1,810 emails sent on 5/14/10
• 63% of all recipients opened email
• 85% clicked a link
• 0.34% (6) unsubscribed
ITEC Impact on Fundraisers: Special Olympics – Virginia Polar Plunge
• Online participants only
• Control group did not receive ITEC
• Test group received ITEC
• 6 week, pre-event campaign
$0
$20,000
$40,000
$60,000
$80,000
$100,000
MoneyRaised
Group 1 (control)Group 2 (test)
21% more money
from ITEC group!
ITEC Impact on Donations Special Olympics – Iowa Over the Edge
• Online participants only
• Reviewed donation activity
• Reviewed donation dollars
• 14 total ITEC messages
Donation activity increased!
236% increase
256% increase
Higher dollars raised!
199% Increase
219% Increase
#2 Key Component
1. Robust communications and marketing
2. Personalized, direct delivery certificates
3. Branded product and timely fulfillment
4. Evaluate and adjust annually
Personalized, Direct Delivery Certificates
• Data submitted in electronic format
• Personalized to participant
• Certificates via email or postal
• Multiple attempts to deliver(3)
Higher redemption rates
Division Certificate Delivery % Redeemed Likelihood of Delivery
OH EMAIL 37% High CA EMAIL 38% High GW EMAIL 40% High OH Postal 41% High CA Postal 41% High GW Postal 34% High OH Non-Personalized 2% Low CA Non-Personalized 3% Low GW Non-Personalized 7% Low
Measurable ROI
Division
NON-Redeemers
Average Fundraising
REDEEMER Average
Fundraising
REDEEMER Average gift investment
(6%) REDEEMER
ROI CA10 $610 $844 $51 358%
GW10 $832 $1,162 $70 371%
OH10 $908 $1,065 $64 145%
#3 Key Component
1. Robust communications and marketing
2. Personalized, direct delivery
certificates
3. Branded product and timely fulfillment
4. Evaluate and adjust annually
Gifts Branded – Limited - Restricted • Trophy value
– Logo ties to emotion
– Limited choice defines meaning
– Restricted availability increases value
• Recruitment and event growth
• Appropriate
Timely Fulfillment • Certificate distribution within 1 week
• Stocked gifts ship within 10 days
• Manage participant customer service
• Reputable carrier
ITEC and Branded Gifts = Higher Income & New Fundraisers?
Susan G. Komen - Kansas City
¡ Online fundraising participants only
¡ Gift earning participants only
¡ Two (2) year comparison
Fundraisers & Income increased!
234% Increase in Fundraisers
103% Increase in Fundraiser Income
Redeemers raise more
$982
$253
$0
$200
$400
$600
$800
$1,000
$1,200
Redeemers Non-‐Redeemers
Avg Dollars per Fundraiser
Avg Dollars per Fundraiser
#4 Key Component
1. Robust communications and marketing
2. Personalized, direct delivery certificates
3. Branded product and timely fulfillment
4. Evaluate and adjust annually
How’s it possible
• Data collection • Online fundraising platform • Personalized, coded certificates • Certificate delivery direct to participant
Top 10 things you can do to make your incen#ve program produce measurable ROI
1. Use your recognition program as a recruitment tool. 2. Push all registrants onto Blackbaud, for communications channel. 3. Communicate using the fundraiser’s name, and info about them. 4. Learn and use all features your org owns in BB to communicate. 5. Drink this Kool-Aid – high fundraisers want recognition gifts
regardless of how they answered the survey question. 6. Recognize early and often to impact fundraising behavior. Avoid your
program morphing into a “thank you” gift. 7. Consider recognizing at individual, team and team captain levels. 8. Select recognition gifts branded to your organization. 9. Use data comparing fundraiser redemption behavior to fundraising
income of each individual to develop ROI measure. 10. Use email drop calendar and donor activity to analyze campaign.
Katrina VanHuss [email protected]
800-‐405-‐7829 x108
Tracy Hale [email protected]
804-‐405-‐7829 x106
www.turnkeywow.com/nonprofit www.turnkeywow.com/tools
Connect with FirstGiving in our social spaces
Facebook: facebook.com/firstgiving Twitter: twitter.com/firstgiving FirstGiving Insights blog: http://insights.firstgiving.com Online Fundraising blog: http://blog.firstgiving.com
Thank you!
Interested in learning more about FirstGiving? Contact: Amber Williams Online Fundraising Consultant Email: [email protected] Telephone: 617-542-5123