AFP Vancouver 2012 Presentation

1. How to Knock Down Silos With A Hammer!
How do siloed nonprofit organizations
become more integrated?
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2. Take our survey at the end of
the session!
At the end of the session, we’ll ask you to go online and fill out
our integration survey. We’ll select 1 WINNER to receive
complimentary 1-hour integrated fundraising consulting
session
http://www.surveymonkey.com/s/MK85BCT
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3. Learning Outcomes
1) Be better at planning and executing cross channel
and integrated fundraising and communications
2) Understand that this will lead to improved
cooperation between “competing” departments
within your nonprofit organization
3) Understand how to embed innovation into your
fundraising culture
4) Look at what channels work for you
5) Making the right investment to reach your target
audience
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4. Today‟s Agenda
1) Our Take on The Barriers to Integrated Marketing
2) Our Current Reality
What is driving changes in how we fundraise?
3) Integration
What’s the value of being integrated?
4) Self-Assessment
Where are you as an organization?
5) Facilitated Solutions
How do you align culture, staff, and technology?
6) Evidence – Put It All Together
What does integration look like in the real world?
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5. Our „take‟ on What‟s
Stopping Integrated
Fundraising
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6. Harvey: What‟s Stopping
Integrated Marketing
• Fear of risk
• Lack of vision
• Personal Ego
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7. Greg: What‟s Stopping
Integrated Marketing
• Lack of shared goals
• Lack of exploration of opportunities
• Ego (also)
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8. Mike: What‟s Stopping
Integrated Marketing
• Lack of budget
• Lack of skill sets
• Internal competition
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9. What have we missed and you
want to cover today?
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10. Our Current Reality
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11. Current Reality
1) Nonprofit offline donors are aging
2) Donor files and acquisition list sources are shrinking
3) Donor Fatigue is evident
4) Revenues are flat and – in many cases – are falling
5) Direct mail costs are increasing/ fundraising margins are shrinking
6) Online – when keep in a silo - underperforms
Nonprofits need younger more valuable donors
More personal relationships with loyal donors
Investment in a multi-channel approach
WHAT‟S MISSING IN YOUR CURRENT REALITY?
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12. Online donor retention of single gift donors can be
terrible...
Year Acquired Number Acquired Gave in Year 2
2006 99 32.30%
2007 1736 24.20% 25.5% average
2008 3194 19.30% retention rate
2009 2913 26.40% Benchmark 28%
2010 7656
2011 7570
How can we improve this?

13. Integration
The Value
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14. The Three Main Benefits
• Integrated Marketing Benefits
• Deepens constituent loyalty and increases lifetime value
• Strengthens the brand
• Engage new audiences, grow revenue, and maybe even save
money.
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15. Value of Multi-Channel: Loyalty
Annual Donor Value1 Retention Rate2
$255.74
82.3%
$191.35
70.1%
62.3%
$102.64
Sources:
1. Convio / Strategic One White Paper: Integrating Online Marketing (eCRM) with Direct Mail Fundraising: Adding a New Communication
and Donation Channel Increases Donations; total contributions over 12 month period, excluding $10k+ gifts for SPCA of Texas
2. Ibid. Comparison of retention rates for multi-year donors, SPCA of Texas
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16. Self-Assessment
Where Are You in the Multi-Channel Evolution?
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17. Where are you?
Single Silos Coordinated Integrated
• Online Marketing • Separate Metrics & • Thematically • Unified Strategy & Full
Makes Minimal Team for Online Integrated Integration Across
Contribution Marketing Channel Managers
• Coordinated Appeals
• Calendar-Based • No Calendar / • Measures Success
Campaigning Campaign • Integrated Calendar
Across Channels, Not
• Not Financially
Coordination • Shared Metrics By Channel
Committed to Second • Online Constitutes 5- • More Stuff, More • Seamlessly Integrates
Channel 25% Direct Response Channels New Media across
Revenue channels
• Shared success,
budget and goals
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18. On A Scale of 1 to 10…
• “1” = Silos, “5” = Coordinated, and “10” =
Integrated
• Where do you fall on the scale?
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20. DIRECT THE RIDER

21. MOTIVATE THE ELEPHANT

22. SHAPE THE PATH

23. How are you doing?
What‟s happening
next door.

25. Three Factors for Integration
• Leadership commitment to the
philosophy
• Planning and investing in the systems &
process to make it happen
• Removing silos between teams and
departments
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26. Making It Happen
Optimizing Talent and Finding Leverage
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27. An integrated approach for Sick Kids
• The cultivation survey:
• Sent to 57,400 donors
• 3 key segments: Monthly,
Active & Lapsed
• 5,530 responses (response
rate of 11%)
• Raised $17,574 – a bonus!
• Reactivated 30 donors
• Found 85 expectances and
292 legacy leads and 143
middle and major donor
leads!
• Key: shared budgeting!
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28. It’s happening around the world
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29. Holiday 2011 Campaign
The campaign featured a landing page, which displayed
“messages of hope”, left by constituents when they were
making donations.
The landing page also featured a video with a brief
explanation of what the BC Cancer Foundation is, a
campaign thermometer and a promotion of the ability to
send eCards.
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30. . Page 30

31. Holiday 2011 Campaign
The campaign was active for about three weeks, ending
on December 31, 2011. It included:
1. Google AdWords Search Network (Paid Account)
2. Google AdWords Display Network
3. Google AdWords Search Network (Google Grant
Account)
4. Email – 4 waves
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32. eCard
DM engagement device
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33. Results and Learnings
Overall Revenue: 1,272 gifts, $275,003, $216.20
average gift
1. Big Breakthrough #1: Google Search, Adwords -
$2,500 spent with a return of $58,000.
2. Big Breakthrough #2: Integration across channels
worked
3. Big Breakthrough #3: More emails, with
personalization and e-cards, led to more money
online
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34. A Public Broadcaster
• Brand is perceived as authentic
• They had no online fundraising presence and non
integration in the recent past
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35. Things needed to be improved
• 2nd gift conversion dropped from 83% to 30%
• Net loss of donors since 2005.
• LTV of donors decreasing significantly since 2001
• Magazine, which was the primary stewardship vehicle,
stopped in 2007.
• Share of voice, i.e.number of times donors hear from
TVO in a year, has decreased.
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36. It would take an integrated solution…
• Senior management support
• Cross departmental cooperation
• Create an integrated plan and stick to it
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37. Online and offline integration
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38. Bring back Print Media
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39. Launched Symbolic Giving
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40. Results - 2010
• Q3 - 26% increase over same quarter
previous year
• Q4 - 40% increase over same quarter
previous year
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41. Results – 2010 and 2011
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42. The stirring conclusion…
• So what did you learn today?
• One more time…integrated communication works!
• Where is your organization in the multi channel
journey?
• How do you get buy in at the senior level and then if
you make an integrated plan – stick with it!
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43. Remember to fill out the
online survey to win FREE
consulting session!
http://www.surveymonkey.com/s/MK85BCT
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