*Watch or download the full webinar (with audio and slides) at: http://www.frogloop.com/bring-it-on-multichannel As online giving trends steadily increase, nonprofits need to embrace and maximize multichannel fundraising. But what if you’re just getting started? It can be an overwhelming and daunting task! Well look no further: in this webinar, we show you the ropes on how to get started with multichannel fundraising. Join OMP and Earthjustice as they share stories from their successful multichannel campaigns spanning email, direct mail, telemarketing, mobile, and social media. Now is your chance to learn and devise your own multichannel fundraising campaigns with the advice of two seasoned professionals! In this webinar you'll learn: -How to create an effective multichannel campaign -Best Practices and what kinds of returns you can expect -How to know when you are ready to add a new channel such as telemarketing, mobile, etc. Presenters: -Teresa Weaver (VP of Client Services, OMP) -Erica Gulseth (Online Fundraising Manager, Earthjustice) -Ashley Hansen (Director of Nonprofit Services, Care2)

1. Bring It On!
Getting Started with
Multichannel Fundraising
Presented By:
Teresa Weaver, OMP
Erica Gulseth, Earthjustice
Moderator: Ashley Hansen, Care2
March 22, 2012

2. Introductions
Ashley Hansen ashleyh@care2team.com Care2
Director of Nonprofit Services @luvthemtns
Teresa Weaver tweaver@OMPDirect.com OMP
Vice President, Client Services
Erica Gulseth egulseth@earthjustice.org Earthjustice
Online Fundraising Manager @ericaeg

3. About Care2
Citizens use Care2 for:
• Starting or signing petitions
Nonprofits use Care2 for:
• Volunteering
• Donating $ • Recruiting Donors & Supporters
• Spreading news
• Commenting on blogs • Traffic/Branding/Awareness
• Starting group (organizing)
• • Advocacy
Joining nonprofits
• Building Facebook fan base

4. Teresa Weaver
Vice President
OMP

5. Multichannel
Campaigns

6. Why Does Multichannel
Matter?
In 2011, 16% of the
new donors gave via
on-line gifts up from
9% in 2007
These new donors
switch from online
giving to offline
sources – primarily
direct mail
From Target Analytics 2011 Internet and Multichannel Giving Benchmark Report

7. Multichannel Donor
Metrics
• Median revenue per donor for multi-channel supporters was
$228 compared to $89 for off-line and $113 for online donors.
• First year retention for multi-channel donors was 57% compared
to 28% for offline donors, and 23% for online donors.
• Multi-year multi-channel donor retention was 78%, compared to
60% for offline donors, and 49% for online donors.
• Reactivation rate for 1-5 year lapsed multi-channel donors was
21% compared to 11% for offline and 8% of online donors.

8. Creating Campaign
Plans
• Establish Campaign Theme
-Message or Program Area
-Seasonality
-Renewal or Membership Campaigns
• Set Campaign Goals
-Fundraising Targets
-Actions and/or New Activists
-Impressions

9. Channel Options
• Direct Mail • Social Media
- Facebook pages and ads
• Email Campaigns - Twitter feeds
- Blogs
• Telemarketing - YouTube Videos
• Canvassing • Text promotions
• Banner Ads
• Events • Chaperoned Emails
• Petition Sites
• Peer-to-Peer • Earned and Paid Media
• Search – Google Grants and Paid
• Corporations
• Foundations

10. Be Open to
New Opportunities
Tens of Thousands in a Captive Audience

11. Be Open to
New Opportunities
Tens of Thousands in a Captive Audience

12. Moving Beyond
the Silos
Do your best to have the campaigns cross all
divisions within your organization…

13. Moving Beyond
the Silos
Do your best to have the campaigns cross all
divisions within your organization…
…but don’t wait for the perfect opportunity –
use what you have now and start planning
how to bring in other channels

14. How to Use the Channels

15. How to Use
the Channels
• Direct Mail

16. How to Use
the Channels
• Email Campaigns

17. How to Use
the Channels
• Telemarketing

18. How to Use
the Channels
• Canvassing, Events, Peer-to-Peer

19. How to Use
the Channels
• Corporations and Foundations

20. How to Use
the Channels
• New Media

21. Don’t Forget the
Thank You
Thank You Video from
charity: water
with an update of the
September effort
Thanks to The Agitator – this Video was
their featured Monday (03/19) Post

22. Erica Gulseth
Online Fundraising Manager
Earthjustice

23. Who we are
• World’s largest public interest environmental law firm
• Founded in 1971
• Has represented—without charge—more than a thousand
public interest clients
• Strengthens and enforces laws that protect the
environment

24. Who we are
• $28 million in contributed revenue
- 75% from individuals
• $6.1 million from $5K and under donors (Public Support/
Intermediate Giving)
- 19.5% from online gifts (According to Blackbaud’s 2010
Online Giving Report the average is 7.6%)
- 6% from telemarketing
- Bulk of gifts are still through direct mail
• 71,000 current donors
- 33,000 (46.5%) have email addresses on file

25. Online
• $1.2 Million YTD
- 40% increase over previous YTD
• Active email list size of 400,000
- 13% are donors
- 4% are online donors
- 75,000 are new to the list in the last 6 months
- 92% have mailing addresses on file

26. Changes Over
Previous Year
 Refinement and testing of cross-channel integration efforts
 Refined online list growth efforts
- Advocacy-based list growth (Care2)
- Email appends
- Cross promotion with other groups
Care2 Tip: time campaigns around issue or around offline efforts
(acquisition mailing, telemarketing campaigns, work you know
you will be doing)
 20-25% conversion through offline channels
 18-24 month return on investment

27. Changes (cont’d)
Drive to Grow
Online Revenue
WHY?
- Higher average gift
- Lower cost
- Easier to make donors cross channel donors
HOW?
-Online list growth (higher prospect pool)
-Mail driven through URL and unique URLs, email box,
petitions with email ask, etc.
-Pre and post email efforts

28. Major
Channels
ONLINE…is growing
-Donors are younger and wealthier
-Higher average gifts, low overhead
MAIL
-Expensive channel
-Bulk of money is still raised through the mail
TELEMARKETING
-Most expensive channel
-Many donors are still telemarketing responsive
-Can’t discontinue any channel, but can use channels more
effectively

29. Why
Integrate?
• Higher average gifts at lower costs
• Donors give more over time
• Donors through multiple channels are gold—more than 2
times as valuable than single channel donors.
Statistic: Cross-channel donors are worth more:
• 1.5x online-acquired donors who stay online
• 2.7x offline-acquired donors

30. Integrated
Fundraising Test #2
• Integration Test: Final Renewal Mailing/Email (July 2011)
-Sent integrated email/mail piece to unresponsive renewal
donors

31. Results
Test #1
 Question: Are these donors more responsive simply because we have
an email address for them. Are they naturally more engaged?

32. Integrated
Fundraising Test #2
• Integration Test: 1st Year-End Mailing/Email (October 2011)
-Sent integrated pre-email/mail piece to half of donors with email
addresses. Did not email the other half.

33. Results Test #2

34. Integrated
Fundraising Test #3
• Pre (vs. Post) Renewal Email/Telemarketing/
Mailing/Web

35. Integrated
Fundraising Test #3
• (Pre vs.) Post Renewal Email/Telemarketing/
Mailing/Web

36. What are we
doing?
• Online appeals offline donors
• Higher average gifts/increases response
• Mail appeals/telemarketing online donors
and prospects
• 20-25% of online list members convert into donors through DM/TM
• Everyone with an email address gets:
• Action alerts (~2-3/month)
• Fundraising Appeals (~2-3/month depending on who you are)
• Monthly e-newsletter (1/month)
• Other informational updates and cultivation messages (~1-2/month)

37. Other ways
to integrate
• Send donor update emails to
offline donors with email
addresses (huge opportunity)
• Allow people to share on social
media when they make a gift
online
• Send fundraising
asks out via social
media

38. What will we
be doing?
• Mobile
-May 2012
• Pre & post telemarketing emails
• Greater monthly giving push to online members
• Better $1,000+ integration
-Branded William O. Douglas Society ($1,000 - $5,000)
• More testing (pre vs. post emails, etc.)

39. Questions?
Contact:
Erica Gulseth, Online Fundraising Manager
 egulseth@earthjustice.org (Email)
 @ericaeg (Twitter)
 linkedin.com/in/ericaeg (LinkedIn)

40. Questions and
Contact Us
Teresa Weaver tweaver@OMPDirect.com OMP
Vice President, Client Services
Erica Gulseth egulseth@earthjustice.org
Earthjustice
Online Fundraising Manager @ericaeg
Ashley Hansen ashleyh@care2team.com Care2
Director of Nonprofit Services @luvthemtns