sawa management conference - online fundraising, marketing & … · 2011-06-10 · social media...

2©2011 Convio, Inc. | Page

Expertise

• Database marketing and analytics

• Constituent relationship management

• Campaign optimization through marketing intelligence

Who am I?

Mike Rogers

Vice President of Strategy,

ConvioStrategic Multi-Channel

Marketing


1) The ResearchHow do animal welfare orgs fare against other nonprofits?

2) The TransitionWhy should I integrate online and traditional channels?

3) Put It All TogetherWhat does integration look like in the real world?

Today’s Agenda


The Research


Research Overview

• Online Marketing Nonprofit Benchmark™ Study was created to help nonprofit marketers answer:

• What online marketing metrics should I focus on?

• How is my organization doing?

• What targets should I set for my organization?

• Data from nearly 600 nonprofit organizations and aggregates their results in benchmarks

• Nonprofit organizations can compare themselves to any one of 16 benchmarks


• Online continues to grow despite a difficult economy

• Online fundraising up 20%

• Advocates on file up 27%

• Email files up 22%

• Gift count and average gift size drove fundraising gains

• Small email files are growing fast

• Open rates hold steady, but constituents are reluctant to click-through

Key Findings


Study Composition

Vertical Study

Animal Welfare 34

Association & Membership 19

Christian Ministries 46

Disaster & International Relief 35

Disease & Health Services 63

Environment & Wildlife 26

Food Bank 21

Higher Education 18

Hospital, Hospital Foundation & Research 24

Human & Social Services 55

Jewish 10

National Nonprofit Mailers 44

Public Affairs 65

Public Broadcasting Stations 27

Team Events 72

Visitation, Performing Arts & Libraries 30

Total 2011 Study 589

• We don’t publicly disclose which of our clients compose the benchmarks, but this chart shows how they break down by vertical

• Must have been a Convio client all of 2009 & 2010

• Note: each vertical has 10 or more organizations

34 Animal Welfare

Organizations


How to Read the Charts

Metric Title, Composition and Time Frame

“Nonprofit

Verticals” Result

How calculated and

“n” valueAll Vertical

Benchmark

Small Sample

■ Difference between median and average ($30,$40,$80)


Animal Welfare: 20,761


• Small to mid-sized organizations are growing the fastest


Animal Welfare: 1.9%


Animal Welfare: 31%


Animal Welfare: $265,336


Animal Welfare: 21%


Animal Welfare: $57.51


Animal Welfare: $16.88


Animal Welfare: 18%


Animal Welfare: 20%


The Transition


Channel Trends: Headline News


1) Nonprofit offline donors are aging

2) Donor files and acquisition list sources are shrinking

3) Revenues are flat and–in many cases–are falling

4) Direct mail costs are increasing/ fundraising margins are shrinking

Nonprofits need (younger) more valuable donors

The Need


Today’s Media


Increasingly Multi-Channel Behavior

% Who Agree, Appropriate Solicitation Channel

GEN Y GEN X BOOMER MATURE

MAIL 77% 79% 74% 77%

EMAIL 76% 69% 60% 51%

SOCIAL MEDIA 69% 60% 38% 17%

PHONE 51% 42% 39% 34%

TEXT 38% 25% 16% 13%

Source: Next Generation of American Giving, Convio, 2010


Changing Constituent Landscape

ANNUALGIVING

DONATED BYCHECK BY MAIL

PRIMARY CHANNELS

REGULARLY ON FACEBOOK

Matures

39

M

POPULATION

Boomers Gen X

78

M

POPULATION

62

M

POPULATION

Source: Next Generation of American Giving, Convio, 2010


Lifetime Donor ValueDonor Value 12 MonthsNew Donor Renewal Rate

Value of Multi-Channel Engagement

Sources: Study entitled “Integrating Online Marketing (eCRM) with Direct Mail Fundraising” by Convio and StrategicOne

Traditional defined as offline use. Internet Enabled defined as both offline and eCRM use.

34.4%

50.9%

Mail

+48%

Multi-Channel

$96

$187

Mail

+95%

Multi-

Channel

$314

$694

Mail

+121%

Multi-Channel


Constituent Engagement Journey

• Minimal online

marketing

• Not financially

committed to

second channel

• Online <5% of

direct response

revenue

• Calendar-based

campaigning

OptimizedTraditional

• Separate metrics &

team for online

marketing

• No calendar /

campaign

coordination

• Online constitutes

5-25% of direct

response revenue

• Thematically

integrated

• Coordinated

appeals

• Integrated calendar

• Shared metrics

• Testing social and

mobile

• More stuff through

more channels

Coordinated

• Unified strategy with

full integration and

measurement

across all channels

• Seamlessly

manages

constituent life-

stages

• Peer to peer is a

real strategy

Early Stage


Traditional

Organizational Structure

Separate Metrics & Team

for Online Marketing

Disparate (Sometimes

Conflicting) Goals

Inconsistent Voices

Representing Organization

Communications

Development

IT

Others (?)Government

Affairs


Coordinated


Coordinating

Teams

Communications Development

Government

Affairs

IT

Shared Metrics

Thematically Integrated

Coordinated Appeals


Optimized


Coordinating

Teams

Development Online Communications Marketing

Unified Strategy & Full

Integration Across

Channel Managers


Self-AssessmentWhere Are You in the Multi-Channel Evolution?


• Draw your fundraising pie charts:

A Quick Exercise

NOW 2021


Which Type of Organization Are You?

Type A

Tension Behavior Outcome

Fear BlamingBurnout,

Detachment

Anxiety Self-interestStagnation,

Isolation

Political Downgrading

Tension Behavior Outcome

Innovation Cooperation Achieve Goals

Creativity TeamworkShared

Success

Productive Rewards

Type B

Source: Mark Climie-Elliott, HJC Senior Consultant, “Turning Point” Webinar, April 15, 2010.


Progress in Stages


Departments prioritize

audiences

Plan channel investment

Create offers by channel

Launch campaigns

by audience

Analyze results

Evolving through the Stages

Traditional


Shared Goals & Metrics


Coordinated

Organization prioritizes audiences


Integrated calendar

Create offers by channel

Launch campaigns on calendar

Analyze results


Organization prioritizes audiences


Predict Engagement

lifecycle

Behavior drives offers/channels

Longitudinally focused

communications

Analyze results


OptimizedFull Data & Analytical

Integration


1. Progress in phases

2. Evaluate results across channels

3. Use Intelligence from data to direct strategies

4. Adopt new technologies



Put It All Together


An online advocacy effort by the Brady Campaign grew their email file from 40K to140K. The vast majority were new prospects.

Value of Multi-Channel: Acquisition

Over 10 months

48k; 0.37%; $46 avg. gift

123.7k; 0.37%; $39

135.6k; 0.19%; $40

141k; 0.27%; $24

Email Solicitation

1st Wave

33k; 1.26% (overall 1.11%)

Avg. gift: $24.22 (overall $20.52)

Net per acquired: -$6.22 (overall

-$15.71)

2nd Wave

12k, 1.07% (overall 1.08%)

Avg. gift: $23.40 (overall $22.50)

Net per acquired: -$12.13 (overall

-$16.29)

Direct Mail Solicitation

Timed with 2nd Wave

Phone match 20,000

Pledge rate: 21%

Avg. pledge: $27.38

Phone Solicitation


WWF: For 1st

time ever, heads

of state convene 2

try 2 save tigers.

Tell the US 2

commit to global

tiger conservation.

http://bit.ly/dp0ovd

(reply STOP 2

unsub)

2010: Year of the Tiger A Multimedia Year Long Effort

Website

Email Social Media TV w/custom web

Mobile

Outdoor Ads

Direct Mail

Celebrity Leadership

http://bit.ly/dp0ovd


CHANNEL DESCRIPTION

Mail • Mailed urgent gram focusing on fundraising ask to 175K+ donors

• Inserted buck slip in subsequent mailing

• Included call to action in renewal notices to high-dollar donors

Telemarketing • Up on phones within 24 hours urging donors to support Amnesty

• Updated script as crisis evolved

• Follow-up calls taking place this month

Email • Sent 6 emails (both action alerts and fundraising appeals) from early

February until early March

Web Site • Developed campaign landing page featuring updates on developments in

region and actions

• Published 2 dozen+ blog posts

• Posted home page feature, which we updated on a frequent basis to

reflect changing conditions on the ground

Social Media • Tweeted multiple updates/day pointing to actions, fundraising asks, blog

posts from researchers in the field, photo slideshows & videos

• Launched new Facebook application, which enables users to take an

action from their news feed

Mobile • Sent 3 updates to mobile subscribers: 2 phone actions and 1 update

regarding detained Amnesty researchers

Amnesty Response to Africa/ Middle East


Results

• 60% higher pledge rate than projected in telemarketing efforts

– 50% credit card rate

• Exceeded February’s online income projections by more than 60%

• Blog traffic was second highest to date, with 60,000+ page views

• Facebook likes increased by nearly 100,000

• # of Twitter followers grew by 40%


Where do I find these slides and research?

www.convio.com/2011benchmark

or drop your business card at the front and we’ll send you an email

http://www.convio.com/2011benchmark

http://www.convio.com/2011benchmark


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sawa management conference - online fundraising, marketing & … · 2011-06-10 · social media...

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