2. A virtual tour
• What is integrated
fundraising?
• Why do integrated
fundraising?
• What are donors telling
us? Generations…
• How do we get more out
of our traditional, older
donors?
• How do we get more from
younger donors?
• We will cover case studies
from Chile, France,
Canada, US, UK, Spain,
Argentina, Australia and
Mexico
3. Integrated Fundraising
• The use of multiple channels (online,
direct mail, telephone, mobile) to
support one another to raise more
money and build better donor
relationships
• The connection of all channels with
all different ways to give e.g up and
down the donor pyramid
25. Always Check Website Before
Donation
1/30/2015 25
19%
11%
6%
8%
16%
14%
12%
7%
25%
24%
19%
14%
21%
25% 25%
22%
14%
21%
33%
42%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Gen Y Gen X Boomers Matures
Perfectly Very well Pretty well Not too well Not well at all
33. One organization’s goal to
better integrate online and
offline fundraising:
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
But this can only happen
with the buy-in of the CEO
34. Success Factors for Transforming an
online and integrated fundraising
operation
• Strategic and Tactical development
– Integrated multi-channel approach
• Alignment of structure, culture and
skills with strategy
36. Web Triggers Direct Mail Response
When you received a mail solicitation from a charity,
which of the following places on the Internet do you
look at before deciding whether to give money
All respondents 2005 2008
Look up 25% 44%
Do not look up 61% 47%
Don’t know/none 13% 10%
2005 2008
Org’s web site 19% 37%
Independent rating
organization
11% 24%
Online discussion
group
3% 10%
Blogs 2% 8%
NPT Research: 1,000 calls
37. If 37% of direct mail donors...
Press Advertisement
39. Direct Mail integration
(coordinating messaging)
There were three test cells:
1. Received only mailing
2. Received email before the mailing
3. Received email after the mailing
42. Direct Mail integration
(coordinating messaging)
107
172
196
0
20
40
60
80
100
120
140
160
180
200
Received only
mailing
Received email
before the mailing
Received email
after the mailing
DM Integration (with email)
# of petition signers (in
hundreds)
# of donations
Response rate (%)
Average Donation (euros)
ROI
43. 43
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
44. 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%
45. New York Public Library:
cross channel acquisition
One segment of advocates we’re mailed before the end of the year to ask
for a gift supporting essential services at the Library.
3.24% direct mail response rate
$59 direct mail average gift
Average response on prospecting packages 0.30%
46. Putting direct mail and online together
makes money...
An email was sent along with
some of the direct mail
packages
Average gift
• DM only = $49
• DM and email = $105
48. If traditional media is driving a
prospective donor to your web
site…are you ready?
49. What happens when the online
prospective donors are called?
• 30% Positive response
• Annual average per donor: $130.00
• 94% monthly donors
• ROI 1:2
50. Banners and Pop ups through paid media...
• NGO web sites
• Sports
• Women and family sites
International
Development NGO
• 25% Positive response
• Annual average per
donor: $135 dollars
• 92% monthly donors
• ROI 1:3
54. Greenpeace Chile
• Outbound calling for warm leads
– 1,510 calls (May-December 2009)
• Inbound calling for warm leads
– 503 people filled the form
• Result –10% conversion
– 193 people converted to paid monthly
donors
56. Cycle event for health related
charity – raising millions of
dollars per year
Gen X, Gen Y, and Boomers
are the leaders in this
fundraising endeavour.
57. And what happens when you use
cross channel to increase the
value of those Gen Xers and
Boomers?
$722.18
$920.09
$-
$100
$200
$300
$400
$500
$600
$700
$800
$900
$1,000
Not Called Called
AverageRevenue($)
Action Taken
Yoga In Motion
Impact of Calling
Participants
Avg. Revenue
Per Participant
Up 27.4%
60. What do you do with 800,000 new contacts?
You knock down some walls to make room for
another channel…
9.65% conversion
to monthly giving:
15,388
170,658 called
on their mobile
phones
50% converted
to monthly
giving7.6 million
dollars LTV
(over 5 years)
Average gift 3.28
dollars/month
61. Gaza conflict early 2009: Save the
Children ran National press campaign -
text support for a ceasefire.
Call to action – text CEASEFIRE’ - pass
details onto friends and family .
Campaign goes viral - 182,000 people
text - petition taken the government
All supporters were called on their mobile
phones and prior to the call we had no
information (name, address, etc) about
these prospects.
4.7% converted to monthly giving -
approximately 5,000 new donors
64. As a fundraiser they
received…
• Field Blogs
– Personal reflections
and anecdotes from
actual MSF field staff
who lived and worked
through a crisis –
specific to a role the
supporter chose
– Posted continuously
throughout the
campaign
– Comments welcome
73. In the end, is it all
worth it?
Offline w/ No
Email
Offline w/
Email
Online Only Online/Offline
Value/Donor $43 $54 $57 $156
$0
$20
$40
$60
$80
$100
$120
$140
$160
$180
Value/Donor
Multi-channel donors are nearly 3x more valuable
than single channel donors.
Source: Defenders of Wildlife Jul08-Jun09
75. What have I learned about making
integrated fundraising and
campaigning work?
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