Is the Check Still in the Mail? Fundraising Best Practices for 2013 and Beyond.
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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 Group
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Is the Check Still in the Mail? Fundraising Best Practices for 2013 and Beyond.
- 2. Is The Check Still In The Mail? Fundraising Best Prac0ces for 2012 and Beyond Chip Grizzard September, 2012 Join the Conversa.on on Twi1er! #fgwebinars
- 3. 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
- 4. What is FirstGiving? Peer-to-Peer Fundraising Pages Online Direct Donations and Event Registration Personal Support for your nonprofit, donors, and fundraisers Easy, tested, and secure transaction processes for the donor
- 5. Thanks for joining us today! Chip Grizzard CEO chip@grizzard.com @chipgrizzard 678.427.9716 www.grizzard.com
- 6. Grizzard Communications Group • 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 6
- 8. Offline Revenue Trend $350 $300 In billions $250 $200 $150 $100 $50 $-‐ 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 Online Revenue Trend 25 20 In billions 15 10 5 0 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 8
- 9. What Does the Future Hold? Nega0ve Trends Posi0ve Trends • Response rates • More people in the are declining giving age groups • Compe00on is increasing • They have more money • Costs are increasing • Overall consumer confidence is high • Donor confidence is eroding • Total giving is up • Acquisi0on of new donors • Average gibs are up gets harder and more expensive
- 10. “There's just not that many videos I want to watch.” Steve Chen, Co-‐Founder YouTube
- 11. “Apple is dead.” Nathan Myhrvold, former CTO of Microsob
- 12. Neglix vs. Blockbuster (2004 -‐2010) $6 Billion $4 Billion $2 Billion $2.2 Billion $0 bankrupt 2004 2005 2006 2007 2008 2009 2010
- 13. CHANGING LANDSCAPE 13
- 14. 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 14
- 15. Five-‐Year Overall Index New Donor Trends Cumula0ve Rolling 12-‐Month Median Change from Q3 2006
- 16. Mail Volumes Shi6ing to a Less Profitable Mix 16
- 17. 17
- 18. The Digital Connec0on Senior Donors Funding Gap 2016 Boomer Donors 18
- 19. ACQUISITION 19
- 20. Short Term vs. Long Term Strategy Short Term: Long Term: Response Rate Poten0al Average Cost Cul0va0on Engagement Gib TRANSACTION DONOR FOCUS: FOCUS: point of life0me acquisi0on VS. value 20
- 21. Actual Long Term Value 5,000 $48.00 $327 $1,635,000 projected projected five year donors ini0al five year acquired average gib revenue per revenue from all donor donors acquired 21
- 22. 22
- 23. Ques0ons??? 23
- 24. ENHANCE QUALITY OF DONOR RELATIONSHIPS
- 25. 25
- 26. 26
- 27. 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 27
- 28. 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
- 29. 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
- 32. A Personal Message from Jimmy Carter
- 33. Thank You Video
- 34. Hold a Donor Conference Call • 5,097 calls made • 823 accepted • 102 listened for en0re 25 minutes 34
- 35. IMPACT: 13.4% Increase in Net Revenue over next 6 months 35
- 36. Thank You Calls Are thank you calls effec0ve: • Donors will give 40% more • Reten0on increases by 20% • Average gib increases by 20% 36
- 37. INTEGRATION
- 38. 32% of online donors switch channels and give offline the next year 38
- 39. 39
- 40. The Crea0ve Space Ad Direct Mail FSI and Q-‐zip Landing Page Billboard Banner Ads 40
- 41. 41
- 42. Integrated Engagement Increases Loyalty New Donor Renewal Donor Value Life0me Rate 12 Months Donor Value $694 +48% +95% +121% $314 $187 50.9% $96 34.4% Legacy Internet Legacy Internet Legacy Internet Enabled Enabled Enabled
- 43. PLANNED GIVING
- 44. Planned Giving Survey Project The Texas Division ini0al pilot Survey was mailed in September/October 2010. 44
- 45. Planned Giving Survey Project • 3,983 responses • 44 new planned gibs iden0fied -‐ $13 million • Investment -‐ $83,593
- 46. Year-‐End Strategy – What to do right now! 46
- 47. 20% of Online Giving in December 47
- 48. Engage Website Visitors • Keep Content Fresh • Simple/Effec0ve Dona0on Process • Clear call to ac0on • Strong Thank You Process • Prominent Donate Now BuWon • Op0mize for Mobile • Use images/video to tell a • Improve SEO story • Mul0ple list building areas • Include address, phone (newsleWers, alerts, and email contact pe00ons, store, etc) informa0on
- 49. LYBUNT 3,095 Donors $400,442 49
- 50. The Match Iden0fy a Matching Gib NOW 50
- 51. 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. 51
- 52. SeaWle Children’s Hospital 52
- 53. “They may forget what you said, but they will never forget how you made them feel."
- 54. THANK YOU! Chip Grizzard CEO chip@grizzard.com Oct. 30 Grizzard Webinar: @chipgrizzard “Turning Silver into Gold: 678.427.9716 Onboarding New Donors” www.grizzard.com Register at grizzard.com
- 55. Be a part of the FirstGiving Community Online Fundraising blog: http://blog.firstgiving.com Facebook: facebook.com/firstgiving Twitter: @firstgiving
- 56. Interested in learning more about FirstGiving? Contact our Online Fundraising Consultants: Email: sales@firstgiving.com Telephone: 617-542-0010 x 4