Integration Frustration? Five strategies to succeed with multichannel fundraising
Organizations are doing great advocacy and fundraising work in a variety of channels -- online, offline, and everywhere in between. With an integrated approach, all that work can add up to more than the sum of its parts, but figuring out where to focus can be frustrating.
Join Avalon Consulting and Change.org to learn the five critical strategies that will help integrate your efforts and drive the most value from your direct marketing work across all your channels, including:
* Welcoming new supporters and capitalizing on first-time donors
* Cross-channel integration best practices
* Testing and tracking multichannel efforts
Integration Frustration? Five strategies to succeed with multichannel fundraising
Integration Frustration?5 Strategies to Cut Through theJargon and Succeed withMultichannel Marketing
• Introductions• What is Multichannel?• #1 Feed the Pipeline• #2 Introduce Yourself• #3 Integrate Integration• #4 Relevance, Timeliness & Urgency• #5 Tracking, Testing, Analyzing• Questions?
Allison Porter Lawrence GrodeskaPresident Nonprofit Community ManagerAvalon Consulting Change.orgBarb Perell Matt FenderVP of Online Fundraising Senior Client ManagerAvalon Consulting Change.org
Who we areAvalon Consulting Group is a full-service membership and fundraising consultingagency that helps nonprofit organizations maximize their revenue and engagement. Arts/Cultural Advocacy Environmental Political We are… 15 years of service 30 employees Client-first approach Truly integrated, multi-channel strategy Left-side/right-side of brain approach Passionate about what we do
Avalon is honored to work with some of the most effective &respected nonprofits
Direct Mail Internet• postcards • email• newsletters • Website • blogsFace-to-face • social media • petitionsPhone • mobile
Engage donors in a meaningful relationship that naturally andprogressively evolves to include financial support The E-Engagement Continuum High Fundraising – Direct Appeal for Financial Support Activism – Petitions, Letters to Decision Makers, etc. Fundraising Focus Interaction – Surveys, Quizzes, Contests, Downloads, etc. Cultivation – Welcome, Thank You, Recognition, Premiums, etc. Education – E-Newsletters, Announcements, Action Alerts, Website Content, etc. Low Low Level of Engagement High
Similarities:Fundamental fundraising principles (message Online vs. Offlinedevelopment, testing, relationship building)Differences: Less than 10% of allMessage tone, Message cadence/frequency, the giving happensability to engage more cost-effectively, and the online;ability to respond quickly. Direct mail is 80%. 98% are raising no revenue on social media.
• Defy Attrition! Maintain or Grow Your List – Online: Lead Generation – Offline: Donor Acquisition Supporter Leads into Ongoing Maximize Online Acquisition Pipeline Cultivation First Gift Second Gift Donor Value Donor List Donors into Ongoing Maximize Offline Acquisition Acquisition Pipeline Cultivation Second Gift Donor Value & First Gift• Have a Great Conversion Strategy
3 appeals, $62 average gift List size Response Gifts Revenue rate 50,000 0.09% 135 $8,370 75,000 0.10% 225 $13,950
#integrate5 takeaway:Your multichannel efforts are only asgood as the audiences who seethem. Defy attrition and keep feedingthe pipeline.
The Power of an Intro• Connect the Dots• Identify Opportunities• Segmentation• Frame it as a Benefit
• Donors acquired through this series join at 2-3x the rate of those on file longer.• Series performance has increased year- over-year.• The Online Welcome Series includes the following: • Week 1: Welcome • Week 2: Quiz • Week 3: Take Action • Week 4: Ask • Acquisition (non- donors), Sustainer ask (donors) • Week 8: Sustainer ask (non-donors who didn’t respond to the acquisition)
Subject: Did you get our letter about our match?
#integrate5 takeaway:Introduce yourself and call attentionto channel integration. Connectingthe dots = more momentum, synergyand $$$
Integration strategy #3Make Integration Part of yourCampaign Strategies
Coordinate communications so youdon’t confuse your supporters:• Grid online schedules (fundraising, communications, ev ents) with mail, phone, and other communications• Integrate production schedules to streamline execution• Map out a contact strategy to determine who’s getting what and when to avoid overlap• Identify online-only opportunities
Integrate schedules by program, audience, data needs & creative development.
Avoid last minute scrambling by planning all components of your onlinecampaign:• Define the Universe – Segmentation – who are you emailing?• Define the Creative and Program Strategy – Case for Giving – Call to Action – Ask String(s) – Art or other technical/functionality• Define your Tests• Define creative (copy and art) that is appropriate for the web and online channels.
#integrate5 takeaway:Include integration at every step –budgets, schedules data andcreative. #integrate5
Integration strategy #4Hone your message:Relevance, timeliness &urgency
GOOD FUNDRAISING IS GOOD FUNDRAISING:• Identify the Problem or Opportunity• Identify a Deadline/Be Urgent• Identify the Enemy• Be Relevant• Be Specific• Be Emotional• Be the Solution
Campaign opportunities:• Matching Gifts• Year-End campaigns• Filing deadlines• Membership Month• Set a goal• Set a deadline• Increase urgency• Make it clear• Make it easy
• Test types of messaging and message style • Get to the point• Be authentic and transparent• Get to the point
Plan for Rapid Response Campaigns – Timeline for how it could work Day 1 Day 2 Day 6 Day 10 Day 12 Day 14 Homepage Social networks Press release Web eAppeal resend to eNewsletter eEngagement piece eAppeal Follow-up non-responders eEngagement piece Email Appeal Telemarketing TM Urgentgram Mail Mail
Takeaway:Good fundraising is good fundraising.Speak to your audience and keepyour messages consistent acrosschannels. #integrate5
• Set up a regular (automated or manual) data sync between your offline database and online database.• Ensure that information you want and need to communicate with your donors (i.e. donation history, interest area, geographic information, etc.) exists in both databases.• Without a data sync, you are not getting full picture of your supporters and could be confusing them, downgrading them, or not even contacting them.
• Create integrated budgets• Be deliberate in how to• allocate resources
$14Millions $12 $10 $8 $6 $4 $2 $0 FY06 FY07 FY08 FY09 FY10 FY11 FY12 Mail TM Web
• Tracking by program area – when acquisition is acquisition and renewals are renewals• Source Coding – stick with your logic!• Segmenting – RFM – Prospect vs. House vs. Activist – Beyond RFM: Issue response, action vs. non-action takers, current vs. lapsed
• Gauge the response of month 1 month 2 month 3 month 4 activists to acquisition via group A EM DM TM EM email, telemarketing and direct mail contacts. group B DM TM EM• See which channels and group C EM EM which mix of channels is group D EM EM most effective in converting (no model) online activists. Pre- Post-• Model activist file Email Pre- DM TM Email Total Respons Email Respons DM Avg. Respons TM Avg. Respons Post-Email Revenue/ to contact those e% Avg. Gift e% Gift e% Gift e% Avg. Gift Donor most likely to GROUP A respond to an (DM/TM/EM, 2) .04% $29.16 1.04% $22.15 2.65% $29.22 .07% $27.36 $29.68 acquisition ask emails GROUP B and split into (DM/TM/EM, 1 .98% $23.47 2.36% $28.54 .06% $31.25 $32.59 email) even groups. GROUP C (EM only, .06% $25.31 .07% $25.27 $26.06 2 emails)
• Open rates – Industry standard about 12%*• Click through rates – Industry standard about 0.47%*• Bounce rates – Try to keep under 1%• Unsubscribe rates – Industry average around 0.23% (increases with email volume)*• Response rate – 0.08%* fundraising, 3.8%* advocacy• Average gift – Dependent on your file makeup, ask, etc.
Use your analysis to benchmark against your organization and others. Open % Avg. gift 30.00% $100.00 25.00% $80.00 20.00% $60.00 15.00% $40.00 10.00% $20.00 5.00% With Acq With Acq $0.00 0.00% Without Acq Without Acq Click-through % Response %5.00% 1.60%4.00% 1.40% 1.20%3.00% 1.00% 0.80%2.00% 0.60%1.00% 0.40% With Acq 0.20% With Acq0.00% 0.00% Without Acq Without Acq
#integrate5 takeaway:Don’t silo your data. Look at allchannels together for an actionableview of your whole program.#integrate5
Allison Porter Lawrence Grodeska President Nonprofit Community Manager email@example.com firstname.lastname@example.org 202-429-6080 x102 Matt Fender Barb Perell Senior Client ManagerVice President of Online Fundraising email@example.com firstname.lastname@example.org 202-429-6080 x108 Change.org Change.org/organizations Avalon Consulting Group, Inc. Twitter.com/ChangeOrgs 2030 M Street, NW, Suite 700 Facebook.com/ChangeOrgs Washington, DC 20036