Everything you wanted to know about Integrated Fundraising for the 21st century… but were afraid to ask.

1. Everything you wanted to know about Integrated Fundraising for the 21 st century… but were afraid to ask. Mike Johnston July 26, 2010 2010 Bridge Conference

3. SECTION ONE: WHY INTEGRATED FUNDRAISING?

4. What is cross-channel fundraising Why do it ?

5. CROSS-CHANNEL FUNDRAISING: IT CAN SEEM COMPLICATED!

7. PRE BOOMERS/CIVICS (MATURE DONORS): 80+

8. The very, very small number of civics – those who give unconditionally and trust charities They are the last of the donors who will give and trust what you do with the money... In fact, there are only 380,000 of these individuals left on the planet. They now give to 30 + charities each... Will we ever see them again?

9. BOOMERS (MID-AGED DONORS) 55 - 75

10. Boomers have decided that giving must be fun And it must be done on their terms Gone is the idea of the unconditional gift of their parents Their giving shows their own brand

11. There are 78 million boomers in the US are beginning to retire… one survey found ½ want to have a positive social impact * …why not give them something to do… - NYTimes, Nicolas Kristof, July 21, 08

12. As one boomer says on helping charities: “It wasn’t a matter of being a Mother Teresa. It was a matter of, ‘Boy, that sounds like fun!”… - NYTimes, Nicolas Kristof, July 21, 08

16. Cycle event for health related charity The age range here is leaning toward middle aged participants or boomers. 53.8% of participant are between 35 -54. The event is low endurance which may explain the higher age bracket. There is a fairly even gender split here. The health issue for which the event raises money for is gender neutral and the activity is physical which may explain this split.

17. Walk event for health related charity This is a somewhat younger demographic with 51% of participant between the ages of 25-44. There are also sizable numbers of older participants between 55-64 and students between 18-24. The event is a low commitment, low endurance event which can explain the younger demographic and the wide range in the demographic. The participants for this event are overwhelmingly female. The nature of the event (low endurance) perhaps explains this.

18. Registered Participants for a high endurance cycling event. Male: 60% Female: 40% Age Under 30: 23% 30-40: 23% 40-50: 32% 50-60: 18% Over 60: 4% Only 10% are avid cyclists Young demographic. 46% under 40. Again probably related to physical demands of the event. Fairly even gender split but more men then women. High level of male participation probably related to high endurance nature of event Note that most of the participants were not regularly engaging in the activity at hand. Most participants for this event had some connection to the fundraising cause .

19. GEN X & Y DONORS 30-50

20. Gen X is being told by their parents who they should give to In fact, their boomer parents will do their giving for them if they were given the chance These donors want some of the control and personalized giving experience of their parents, but are a return to their grandparents way of giving – more trusting with their money with charities than their parents...

21. hjc Proprietary and Confidential

22. hjc Proprietary and Confidential

24. It all began with Oxfam and Heifer… And led to hyper choice giving online....

25. KIVA – LOAN/GIVE OXFAM CANADA POPULATES THE BACK END PEOPLE CAN CHOOSE COUNTRY, THEME, PROJECT AND THEN GIVE MONEY, MAKE A LOAN, MAKE A TEAM OR PERSONAL PAGE…

26. KIVA – LOAN/GIVE OXFAM CANADA POPULATES THE BACK END PEOPLE CAN CHOOSE COUNTRY, THEME, PROJECT AND THEN GIVE MONEY, MAKE A LOAN, MAKE A TEAM OR PERSONAL PAGE…

27. Boomers will want to memorialize their parents to the world… it’s something their parents – much more private civics would have NEVER done!

32. United Way @ Work

35. Each icon has name, photo of participant And dollars raised. And everyone got phone calls!

37. Stretch goals…

38. Stretch goals…

39. Personal page Stretch goal of $10,000+ Mission/trip connection experiential

40. By 2020 25% of all charitable dollars raised will come from Zoomer-fundraising adventures. One popular fundraising endeavour will be team outings to the Moon with a minimum of $1 million per team member. In fact, a new reality TV show will sweep the world, DAMN I’M GOOD, HAVING FUN, AND HELPING TOO. It will be a Zoomer focused adventure show which will allow participants to adventure and compete to raise the most money for charity!

41. Giving Channels % donated this way in last 2 years (total) Emerging Channels GEN Y GEN X BOOMERS MATURES 48% 57% 52% 48% 26% 43% 54% 77% 28% 35% 32% 30% 29% 35%y 31% 25% 22% 28% 28% 31% 22% 22% 27% 35% 25% 27% 17% 12% 8% 10% 16% 25% 11% 17% 14% 11% 14% 13% 4% 2% 9% 6% 4% 2%

42. Solicitation Channel (From charities/nonprofits with established relationship) % say appropriate solicitation channel (rank ordered by very important –blue) TOTAL GEN Y GEN X BOOMER MATURE 84% 87% 89% 82% 76% 77% 77% 79% 74% 77% 65% 76% 69% 60% 51% 47% 69% 60% 38% 17% 42% 51% 42% 39% 34% 23% 38% 25% 16% 13%

44. Channel Integration Multi-channel donors are nearly 3x more valuable than single channel donors. Source: Defenders of Wildlife Jul08-Jun09

45. Integration opportunities or threats? Area One: Direct mail and email

46. Channel Integration  Question : When you receive a mail solicitation from a charity, which of the following places on the Internet do you look at before deciding whether to give money?

47. If 37% of direct mail donors who get a direct mail solicitation go to the charity’s web site before giving then shouldn’t cross-channel integration look like this ? Press Advertisement

48. Cross-channel integration Magazine Advertisement

49. NEW YORK PUBLIC LIBRARY – ONLINE AND DIRECT MAIL...A GROWING BUT INCREMENTAL RELATIONSHIP

50. Direct mail piece and corresponding email

51. More offline donors are giving online than before...

52. Direct mail donor movement to online giving is generally a wash... Renewal rates overall are slightly higher when combined... but what if you didn’t give them the choice?

55. Direct Mail integration (coordinating messaging) Pre-DM

56. Direct Mail integration (coordinating messaging) Post-DM

57. Direct Mail integration (coordinating messaging)

58. PAPER CATALOGUE IN SUPPORT OF AN ONLINE SYMBOLIC GIVING CAMPAIGN… In 2005, an online only symbolic gift catalogue was introduced, it raised approximately $48,000 in its first year. The second year, a simple catalogue was sent to direct mail donors in November of 2006 introducing them to the symbolic giving catalogue. It was sent to approximately 10,000 donors and raised an additional $74,180.00 And a comparison of Nov 05 dm donors receiving a holiday appeal without a catalogue the month before vs. the 06 donors who received the catalogue showed a $15,000 reduction in income vs. $74,180 increase – for $59,180 net return on more integrated offline/online approach

59. Giving Year Giving Channel Number of Donors Percentage 2007/2008 Mail GTM Specific 3176 Tracking specifically these 3176 Mail 07/08 GTM donors by channel in 08/09 2008/2009 Online GTM specific 39 1.23% Mail GTM Specific 1073 33.78% combined both channels GTM specific 1112 35.01% Giving Year Giving Channel Number of Donors Percentage 2007/2008 Online GTM Specific 400 Tracking specifically these 400 online 07/08 GTM donors by channel in 08/09 2008/2009 Online GTM specific 146 36.50% Mail GTM Specific 16 4.00% GTM Specific - both mail online and mail 162 40.50%

60. Gaza conflict early 2009: Save the Children UK run National press campaign - text support for a ceasefire. Call to action – text CEASEFIRE’ - pass details onto friends and family . Campaign goes viral - 1 82,000 people text - petition taken to Downing Street. All supporters were called on their mobile phones and prior to the call we had no information (name, address, etc) about these prospects.

64. What do we mean by the telephone?

65. The phone and online?

67. Online pledge pages and calling…. hjc Proprietary and Confidential

71. The next step was to call convert these donors . We did not breakout the different online warm lead sources to compare telephone conversion rates. UK 7.25% conversion to monthly giving No single donations – not asked Average gift: $6.5 per month Cost to convert the online warm via the phone: $68.00 Breakeven ROI: 23 months North America – this is the estimated return Average gift: $15 per month Cost to convert the online warm lead per donation: $65.00 Breakeven ROI: 12 months

75. One million text “votes” in 51 days.

76. 800,000 new contacts 50% converted to monthly giving 9.65% conversion to monthly giving: 15,388 170,658 called on their mobile phones 7.6 million dollars LTV (over 5 years) Average gift 3.28 dollars/month

77. Med é cin San Frontiers Austria 5% of total donations to tsunami MSF Austria

78. Medécin San Frontiers Austria 50% converted to monthly giving 50% converted to monthly giving 60% said YES Voice and text to build relationships 282,000 Euros in single gifts

83. Optimising your website to generate supporters AIM & CONCEPT To convert more charity website visitors to new supporters Prospective charity supporters visit and browse charity website Software identifies likely prospect and when to engage to collect contact details and permission Supporter Prospects are telephoned/contacted at a later date to convert into a regular giver

84. Pop up’s – Integrating Web and Telephone

86. UNICEF Pop Up - Spain

89. Why we have to get this right... Catholic Relief Services – when someone made a text donation during the Haiti earthquake aftermath they were given a chance to connect to a call centre. The organization believed that “calls could build a stronger bond with donors”. They are right – and we’ve shown you. Sprint Nextel shut the service down. Charities need to fight for the FCC to make sure that texts, like telephone calls, cannot be interrupted by phone companies. You can see why it’s important!

90. Sending a recorded message works too!

94. NEW YORK PUBLIC LIBRARY

95. “ When a man knows he is to be hanged in a fortnight, it concentrates his mind wonderfully” — Samuel Johnson Integrated campaign over 44 days, summer 2009

96. Advocacy Page

99. The Library Online

100. Creating an integrated schedule

101. What did we learn about making cross-channel work with New York Public Library? 1. Get buy-in at the senior level 2. Have departments work together (maybe for the first time) 3. Create an integrated team 4. Create an integrated goal (with different metrics of success for each department) 5. Create an integrated plan 6. Matrix reporting structure MAY make sense with individuals temporarily reporting cross-department I’m going to come back to this at the very end!

102. Online and Video

103. An acquisition test online: Banners and email rentals drove traffic to a landing page that asked people to watch a video and donate… Banner Email  

104. Bannière Email   page appel à don page vidéo  

105. Online acquisition that works… our approach DM test: In the end, the dm appeal found 528 single gift donors, 29 monthly donors and invested 79,000 euros to find those donors. vs. Online test: In the end, the online appeal found 256 single gift donors and 62 monthly donors and invested only 4,100 Euros.

106. Online will be increasingly important for major gifts and legacy giving

107. Four Legacy Online Surveys Country Legacies revealed Legacy leads Canada 15 103 Canada 22 232 United States 52 164 Mexico 9 1,043

108. Do people make major gifts online? General - Major Donors General - Prospect Emergencies Special Event Website Grand Total 6 $ 51,303.68 5 $ 130.00 2,425 $ 394,985.27 38 $ 5,602.01 7,729 $ 412,635.22 10,204 $ 864,656.18

111. What’s your credit card limit?

114. SOCIAL MEDIA IS: 1. MANY TO MANY 2. IT IS ENGAGEMENT BEFORE ACTIVATION 3. IT IS MORE LIKE THE TELEPHONE THAN THE MAIL – MORE IMMEDIATE AND MORE INTRUSIVE E.G. TWITTER 4. IT IS AS MUCH ABOUT INFLUENCING AS DIRECTING E.G. BLOGGERS

115. THE KEY STRATEGIES ARE: 1. THINK CROSS-CHANNEL TO BUILD COMMITTED SUPPORTERS 2. REMEMBER THAT SOCIAL MEDIA IS MOST POWERFUL WHEN IT CAN COMBINE WITH THE ‘HUMAN MOMENT’ 3. FIND A WAY TO CALCULATE AN ROI FOR DIFFERENT RESULTS E.G. FUNDRAISING VS. LIST BUILDING VS. AWARENESS BUILDING

117. Cross-Channel: Social Media + Phone

119. NYPL http://www.nypl.org/

128. 08/03/10 proprietary and confidential

130. A campaign – not full integrated yet... Monthly Giving Featured Tribute/Honour Option Personal/Group Fundraising Miracle Counter tied to Revenue

132. 100,000 Miracles – Online Marketing

134. SECTION FIVE: BUILDING A 21 ST CENTURY, INTEGRATED NONPROFIT A CHANGE MANAGEMENT ROADMAP ON HOW TO CREATE AN ONLINE AND OFFLINE CUSTOMER FOCUSED ORGANIZATION

148. ONLINE ACTION PLAN The Way Forward

155. One department’s recommendation: A new staff person is being put into the fundraising department who will coordinate ALL web related activities They will report to the Director of Advancement - Fundraising

162. Phasing/Milestones

166. Resource Requirements

168. Umm…. Oh-Oh!

169. So what is out of alignment for Development and Peace?