Best Practices in Integrated Multi-Channel Fundraising and Communications
1. Boston Session: Best Practices in
Integrated Multi-Channel
Fundraising and Communications
Brian O’ Donnell, ASI
Karla Capers, UCS
James Campbell, Artez March 8th 2012
www.advsol.com
2. Agenda
• Why Integrate?
• Acquisition techniques
• UCS Campaign
• Mobile + Social Media
• Break 10 mins
• Q and A + Discussion
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3. “Proven full cycle process of continuous
performance Improvement”
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4. Who we are
• Privately-Held - 20-Years – solely focused on non-profits
200 + employees - USA, Canada, UK & Australia
• $40 m in annual revenues, profitable
– 3000 + customers
– Open culture and proven partner network
– Great hands-on support
– Continuously investing in R & D, focused on one
solution
– Leading web and server based solutions
– Acquisition-Engagement-Measurement-Growth
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6. Most donations come in
through the mail
Distribution of All Gifts Distribution of New Donors
by Channel by Channel
2010 Medians 2010 Medians
79% 76%
16%
10% 11% 8%
Online Mail Other Joined Joined Joined
Offline Online by Mail by Other
Offline
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Source: Target Analytics
8. More donors coming in online
Trends in the Percent of Donors Giving Online
2006-2010 Medians
16%
14%
12%
10%
9% 9%
7% 8%
6% 7%
5% 5%
2007 2008 2009 2010 2007 2008 2009 2010 2007 2008 2009 2010
New Donors Multi-Year Donors All Donors
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Source: Target Analytics
9. Donors acquired online are younger
and have higher incomes
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Source: Target Analytics
10. Donors acquired online
give larger gifts
Revenue per New Donor
by Origin Channel
2010 Medians
$62
$32
Joined Online Joined by Mail
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Source: Target Analytics
11. Other findings of interest:
• Retention
• Lifetime value
• Migration of channel
• Lifetime value if the donor switches
channel
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12. What are you doing
to grow your
prospect list
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13. Growing your Prospect List…offline
• List rental
• Swapping lists
• List append
• Events
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25. Welcome Series
New Prospects Part 1 Part 2 Pledge,
Petition,
Ask
“Thanks so much, “Thanks again, and
and by the way, “Please help us
just wanted to
you might not by….”
update you on….”
know….”
27. Integrated multi-channel campaigns
Receive Thank You Welcome Premium Direct Mail Pkg
1st Gift Call Package Gift encouraging
& donors to give online
Receipt
Day 1 Day 3 Day 10 Next Regular Appeal
Receive Thank You Welcome eNewsletter eNewsletter Pre-Direct Mail email
1st Gift eMail eMail Bulletin Bulletin telling donor that a mail
& package is coming
eReceipt
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28. If I signed up today, what would I experience?
www.advsol.com
30. Who we are
• $22 million annual income
• 85% from individual
members
• 81,000 members
• 41% have working
emails on file
• Email list size of 375,000
• 85% have never given a donation
• 100% have mailing address on file
• Membership staffing:
• Membership Director: responsible for mail and phone
• 50% Online Director: responsible for online fundraising
• Other staff are responsible for Major Gifts ($1,000+)
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32. Percent of current year donors
by giving type
90%
80%
80%
70%
60%
50%
40%
30%
20% 17%
10% 3%
0%
Online Only Offline Only Both Channels
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34. $250.00
Current year revenue
Lifetime revenue
$199.00
$200.00
$154.00
$150.00
$131.00
$105.00
$100.00 $87.00
$50.00
$-
Online Only Offline Only Both Channels
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35. What are we doing
to integrate?
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48. Artez Interactive
• Leading global digital fundraising company
• Mobile and social fundraising pioneers
• Multichannel tools help nonprofits raise more money online, mobile & social networks
• Unleash your creativity in developing FRIENDSHIP POWERED FUNDRAISING campaigns
• Background:
(12) years of digital fundraising experience
SAAS solution, “Cloud based”
Supporting nonprofits in the United States, Canada, UK, Europe, Australia, & New Zealand
Multi-channel platform optimized for online, social, and mobile fundraising
Approximately (400) global clients
PCI Level 1 Compliant
• Clients include:
National Alliance on Mental Illness Salvation Army Canada
Canadian Red Cross National Hemophilia Foundation
Cancer Council Australia Hustle Up The Hancock
Tuberous Sclerosis Alliance Walmart Walk for Miracles
Water Aid UK Leukaemia Foundation
UNICEF Canada The Nature Conservancy
Special Olympics Major League Baseball
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50. Mobile Awareness
Smartphone sales surpass computer sales globally.
Your supporters are
reading your appeals
on their mobile
devices.
They’ve been doing it
for a while now…
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52. Mobile Web Browser…
• No limit on donation amount
• Complete donor data
• Instant tax receipting
• Full branding & customization
• Works across smartphone
devices
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53. 35% of all US adults have Apps on their
phones. - Pew Internet
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54. Apps facilitate engagement,
communications,
& donations
Fundraisers can access iPhone or Android
address books to quickly email friends and
family
A fully-integrated way to share fundraising goals
& messages on Twitter & Facebook
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55. #1 Where can you get started?
Are your website and forms
optimized for the mobile
web browser?
Remember:
Over 50% of social media users
access Facebook & Twitter
on mobile devices
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56. #2 Where can do you get started?
Are your emails
optimized for the
mobile web
browser?
Over 30% of emails are
read on Smartphones
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57. #3 What do YOUR trends look like?
10% of traffic to Artez
donation pages is from
mobile devices…
… Check your own traffic statistics!
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60. Social Media & Fundraising Reality ...
70% of charities raising over $100k have
budgets of $5 million or more.
Only 0.4% of organizations have raised
over $100k through Facebook.
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61. Big surprises?
The majority of nonprofits are
raising $0 - $1,000 on Facebook.
80% raised $0 from YouTube, LinkedIn, Flickr.
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62. Why engage in social media?
• Your donors & supporters are there
• Your sponsors & media contacts use this tool
• An additional channel for brand extension
• Competing organizations may acquire market
share in your space
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63. How are charities using social media?
Most US charities regularly update 1 to 3 social media channels.
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64. Industry's attitude towards social media
Attitudes are
performance-based.
The majority have
accomplished a major
goal using social media.
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65. Positive news ….
Online donation is the fastest growing giving
channel.
Lower acquisition cost:
Direct mail = $1.25
Online donor = $0.07
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66. Participants using social media in fundraising
events raise more money on average than
participants that don’t.
40%
more
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68. 12% Facebook
2% Mobile Facebook
Facebook: A top referrer to
our donation pages.
Yours?
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69. Start with an assessment: Your metrics
Which actions happen
from traffic referred by
which social channels?
And digital
advertising?
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74. Mobile Web Optimized Fundraising Pages
Enables your event
participants to easily
fundraise on mobile
devices as well as
computers.
Our fundraisers using the mobile
web & web raised 178% more
money than those only using our
online pages.
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75. Add mobile donation to your fundraising campaign:
Direct your mobile web donors to your secure mobile donation form through creative
ideas like: QR code, SMS messages, or emails.
http://bit.ly/artezmobile
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76. Add iPhone & Android
Mobile Apps to your event
Our fundraisers using Apps, mobile
web, and web raised 237% more
money than those just using web
alone!
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80. Corporate Sponsor Challenges
http://bit.ly/artezmobile
Characteristics: The cause marketing model meets digital CSR.
“For every ‘X’ we will give ‘Y’ up to ‘Z’ amount.”
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91. Choose your words carefully
The power of words to radically change your
message and your effect upon the world!
Share with your colleagues
http://www.youtube.com/watch?v=Hzgzim5m7oU
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92. Helpful Resources
The Nonprofit Evolution: Six Smart Ideas to Improve Your Organization's
Efficiency, Customer Service, and Revenue:uThe Nonprofit Evolution: Six
Smart Ideas to Improve Your Organization's Efficiency, Customer Service,
and Revenue
The full Target report can be found here:
www.blackbaud.com/onlinefundraising
Blog post on elements of a good campaign:
http://www.bigducknyc.com/blog/12_ways_you_can_make_your_campai
gn_stronger
2011 eNonprofit Benchmarks Study by M&R: http://www.e-
benchmarksstudy.com/
Frogloop blog posts all about social media:
http://www.frogloop.com/care2blog/category/social-networking
Artez whitepaper on mobile giving:
http://www.artez.com/documents/whitepapers/mobilegivingfornonprofit
sartezpdf
Artez whitepaper on social fundraising:
http://www.artez.com/documents/whitepapers/whitepaper-friendship-
powered-fundraising
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93. How are you doing compared to your peers online?
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Source: M & R Study
Editor's Notes
Do we want to list something like this at the end?
