Une approche à 360° pour comprendre comment la stratégie online

Une approche a 360°pour comprendre comment
la strategie online peut renforcer l’esemble de
votre strategie fundraising

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Proprietary and Confidential

Camembert de la collecte de fonds en France

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Un nombre d’utilisateurs importants…

• 29 millions d’internautes dont 90 % connectés
en haut débit.
• 49% se connectent tous les jours. (France, 3ème
pays Européen)
• 25 % des internautes interrogés déclarent
avoir visité au moins un blog dans le mois en
cours et plus de 18% en ont déjà publiés un.
(France, 1er pays au monde)
• 11 % des internautes utilisent des flux RSS et
14% utilisent des podcast. Ipsos-Media, septembre 2006
Journal du Net, december 2006
Médiamétrie // NetRatings 2007 3
Proprietary and Confidential Médiamétrie -eStat - CybereStat 2007

Une part relativement mineure mais…

Nature Montant Collecté Pourcentage

Chèque et Autres 281 043 857 ! 82%
Prélèvement Automatique 57 484 093 ! 17%
Don en ligne 3 299 073 ! 1%
TOTAL 341 827 023 ! 100%
Source : Unogep - Baromètre de la Générosité 2006 - 23 associations membres

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… un don moyen 3 fois plus important…

US

2 fois plus!!
Online donors Offline donors
FR Charities 110,00 ! 40,00 !

ePhilanthropy.org
3 fois plus !!
UNOGEP 2006

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What are we going to talk about in our
integration session?

A definition

The reasons to integrate

Proving through case studies whether it’s
worth integrating old and new media
fundraising

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Integration Defined

Definition - Integrate:

Make into a whole, complete


Bring together (parts) into a whole.


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Why Integrate?

• We make more money

• We have better relationships e.g. better LTV

• We have more active donors e.g. improved response rates

• We often call these effects ‘the Halo effect’

• A planned marketing mix is more effective than a random
selection of distribution channels ]

• What else?

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Online connects to all fundraising

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Area of potential integration #1: direct
mail and the online enviroment

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Direct Mail integration (coordinating messaging)

Amnesty’s direct mail renewal package maintains the same look…

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Direct Mail integration (with landing page)

…and feel as the online landing page to renew a donor…

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Direct Mail integration (with giving form)

…and is shared with the online giving form

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Direct Mail integration (with email)

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Direct Mail integration (with email)

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Results

• Approximately .1 - .3% conversion per
mailing with the majority of donors
choosing monthly giving over single gift
giving
• Increasingly in every mailing
• Approximately 50% increase in online gift
compared to dm offline gift amount

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Direct Mail Integration Tips
• Is your organization’s email address clear and easy
for donors to find? Is it part of their address section
on the reply coupons so they will automate think of
filling it out?
• Is your URL clear and easy to read on all direct mail
pieces?
• Under your contact information, does your direct mail
have a section for more information?
• Does it mention your website or a email address
donors could use to ask their question?
• Where are your URL & email coordinates located?
Are they on the letter, reply coupon and outer
envelope?

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• Does the monthly giving section include an online
option? For example, if you would like to sign-up as
a monthly giving partner, please visit our website at
www.yourorg.org
• In your direct mail packages, do you ask donors if
they would like to receive correspondence via email?
• Use drip marketing with each package. Ask your
direct mail donors a question to gather a portfolio
regarding their giving preferences, giving online, how
they would like to receive correspondence, etc.?
• Ask your direct mail donors if they would like to
receive an e-newsletter?

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• Introduce new campaign through direct mail
packages and tell your donors to find out
more information, visit the website at the link
location.
• Ask your direct mail donors to fill out a
supporter survey online at the link location

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Area of potential integration #2:
Integrating the phone and online

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Integration with Telemarketing

• Called online non-donors who had
taken one action online in March 2005

• Total phone match: Approx. 20,000

• Results:
– Online activist pledge rate: 21%
– Online activist average pledge:
$27.38
– Now… has anyone got warm email
lists?!

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The phone…

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The phone…

• Four test streams…
1. Three email only solicitations streams
(different content)
2. Web donors who’ll receive phone call
3. Phone donors who gave over phone will
receive conversion call
How did the single gift online donors convert to
monthly giving?

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Results …

• Results were good, 13% conversion rate for web to
phone vs. .2% for web to email and 7% to phone to
phone
• 70% of donors are monthlies, the rest are single gift
• $11 per month average
• $53 single gift average
• An immediate 2:1 ROI and an LTV profit of over $1
million dollars!
• These donors are NOT on the Oxfam data base and
are new, first time donors

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Results …

• So we know that flash philanthropy and warm online
activists can be effectively reached through the
phone
• It builds trust so it can convert activists to donors
• And it can convert online OTG donors to monthly
donors

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Results …

• So we know that flash philanthropy and warm online
activists can be effectively reached through the
phone
• It builds trust so it can convert activists to donors
• And it can convert online OTG donors to monthly
donors

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Quick Wins: How do we convert our phone
vendors to integrated fundraising?

• Real time processing. Your phone vendor
can process single gifts in real time through
its window/web environment. Their callers
can process credit card gifts immediately.
• E-tax receipting. Donors expect to receive
an e-tax receipt if they want one. This
depends on the country. If it makes sense,
have callers send an e-tax receipt for single
gifts immediately after having the gift
confirmed as processed.

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How do we convert our phone vendors to
integrated fundraising?

• Test an electronic pledge fulfillment
package. Your vendor, will your help, will
send a paper based pledge fulfillment
package to those who pledge, but don’t
consummate the gift on the phone. You
would then work with your phone vendor to
create the electronic equivalent of the
pledge fulfillment package and then test it
against a control cell of paper pledge
fulfillment recipients.

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How do we convert our phone vendors to
integrated fundraising?

• Be prepared to ask for an email in the
script and be prepared to do something
with it. Your organization should ask for an
email in the calling script, but be prepared to
have regular email communication and
solicitations during the year.

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Less than Quick Wins: How do we convert our
phone vendors to integrated fundraising?

• Test a video/interactive piece as part of
the either the thank you follow up or
pledge fulfillment piece. If your
organization has powerful images,
interactive content, or video content that
could be sent via email and the web to
donors or pledgers, then you may inspire
second gifts from receipted online donors
and fulfilled pledges from pledgers.

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Less than Quick Wins: How do we convert our
phone vendors to integrated fundraising?

• Give monthly donors over the phone a
special online area. You might want to
create a special monthly giving only area
online. That area may need a password.
The content would be about their monthly
gift and what they accomplished. In the
future, that password area could be
improved to be something that’s highly
personal e.g. review of giving history,
personalization of content to the monthly
donor’s tastes.
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Does video work embedded in an email or as a
link?

• The jury is still out
• Our experience shows (in a test on a
database of 800,000 online activists in
the US) that the link was more effective in
the net return
• But we’ve got a long way to test this…

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Area of integration potential #2: The TV
(DRTV) and the online environment

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Three areas for TV and online:
a) Driving DRTV/monthly donors online to make their gift –
SOS Children’s Villages Canada and Finland

b) Driving interested citizens to view the end of a
video/learn more/perhaps give – Greenpeace Latin America
and CANFAR

c) Driving interested citizens to follow a celebrity to learn
more on an issue and then discover a low brand awareness
organization – CHF Partners

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SOS Children’s Charity: DRTV to the Web

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TV to drive people online

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Telemarketing – Tribute to
Heroes

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Results
• United Way of Toronto staff answered calls while online
• Processed the gifts instantly with automated e-
commerce tool
• Staff asked donors if they would like to get an automatic
tax receipt
• United Way of Toronto processed over 6,000 gifts
online (with an average gift of $81, via the telephone)
• sent almost 5,000 electronic tax receipts back to the
5,000 individuals who not only gave a gift over the
phone but also gave their email address

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What are the challenges of TV and online:

1. do you lower overall results if you’d make
them ‘pick up the phone now!’?

2. you have to track activities like click throughs
and have a unique giving form to judge
effectiveness

3. Similarly, tracking of activity must be done

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If New Media Fundraising has to help all areas of
fundraising, then why not legacies…

So.. what about bequest video online?

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An integrated e-philanthropy acquisition
campaign…

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Integrated giving form

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Viral element - ecard

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Google keyword ad

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Yahoo keyword ad

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Chatelaine.com

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Care 2

Dear Friend,

I know you lead a busy life so I’ll make this very brief.

Most likely, your holiday season will be a time of plenty. But for
some many people around the world – this holiday will be a
struggle to survive. With your help today, we can make their lives
better by giving them a donkey.

You heard me correctly – a donkey! Let me explain.

Zahra is a hard working mother who lives in the Bati district of
Ethiopia — an area of the country that, for decades, has struggled
with recurring drought and famine.

Once a week, to make ends meet, she walks to market with a
couple of her hand-made pieces to sell. Unfortunately…
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CKCU Radio Station Appeal
button

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The top five results online…

1)keywords #4
2)banners on well known sites - Chatelaine
3)banners on CHF web
4)email Sweetspot
#3
5)email Care2
6)email current online donors
7)direct mail letter to all current donors
8)print ad in the National Post
9)bookmarks all public libraries - Ottawa
10)media release
#1
11)interview CBC radio
12)interview CTV local news #2
#5
13)radio ad CKCU
14)promotion through our Global Ed program
15)peer-to-peer emails

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They spent $20,000 and found 597 donors who
gave $39,765 for a 2:1 ROI.
82% of the donors were new donors!

The CHF example reminds me that PR support is
vital for integrated campaigns… especially
online…

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The radio and online….

Oxfam Canada’s www.oxfamunrapped.ca

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Face to Face

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Direct Dialog integration

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Integration of offline/online/corporate support

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Integration

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Example of a Workplace Giving Page

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Other areas of integration…

• Text and voice

• Communications/PR and Online

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MSF Austria

50% converted
to monthly
5% of total
giving
donations to
MSF Austria MSF Austria
tsunami

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MSF Austria

50% converted
to monthly
50% converted
giving it
Would
282,000 Euros
to monthly
60% said YES work in the
in single gifts
giving US?

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If integration works why aren’t we doing it?

• What are the barriers to making an
integrated new and old fundraising
schedule?

• If you’ve got one – how did you do
it!?

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If integration works why aren’t we doing it?

• What are the barriers to making an
integrated new and old fundraising
schedule?

• If you’ve got one – how did you do
it!?

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So…

• Integration of video, online, and the phone are vital
for future relationship building and fundraising
• Make a plan
• Choose combinations
• Test
• Improve
• Take risk
• Try new things
• Let’s put a few combinations together…

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Integrated testing: KISS

Action Timeline Group A (50%) Group B (50%)
#1 1 week after Email primer, we are Brief thank you pho ne call
Recognition gift purchase sending you something in or BVM.
the mail.
Brief thank you letter in the
mail.
#2 4 Weeks after Email Confirmation. Opt in Email Confirmation. Opt in
Follow Up gift purchase to e -communications. to e-communications.
Email
Your gift has arrived, how Your gift has arrived, how
your gift has made a your gift has made a
difference. difference.

Would you like to be Would you like to be
updated on your gift and updated on your gift and
our other projects? Sign up our other projects? Sign up
for en ewsletter. for enewsletter.
#3 Send E - Ongoing, The donor then gets put The donor then gets put
newsletters, once a month. into the regular stream of into the regular stream of
eappeals, e-communications for six e-communications for six
petition s, etc. months. Including gift months. Including gift
updates targeted to gift updates targeted to gift
type purchased. type purchased.
#4 Annual Mid -November, each Mid -November, each
Oxfam person who bought a gift is person who bought a gift is
Unwrapped challenged to Tell (x#) of challenged to Tell (x#) of
Tell-a-Friend Friends. Perhaps make it a Friends. Perhaps make it a
campaign contest, the person who contest, the person who
tells the most friend s who tells the most friends who
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refer back to them wins a refer back to them wins a
________. ________.

Putting and integrated plan together: UJA NY

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