First Part of Excellence in Integrated Fundraising Webinar - March 29, 2012

1. Implementing Integrated Fundraising
Techniques
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2. Who Are We?
Allison Porter Mike Johnston
CEO, Avalon Consulting Founder, HJC,
Strategic Multi-Level and Integrated Fundraising Specialist,
Multi-Channel Fundraiser for Aerobics Instructor, Game Player,
Charities and Politics and Sports Fanatic
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3. 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/KX8MM6J
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4. 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) Look at different channel combinations and help
you decide which are best for you
4) Look at how you can use integrated fundraising to
help better connect ALL levels of fundraising
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5. Today‘s Agenda
1) Our ‗take‘ on Integrated Fundraising
A personal interpretation from Alison and Mike
2) Integration – up, down and across
What’s the value of being integrated and what are the basics?
3) Evidence – Put It All Together
What does integration look like in the real world?
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6. Our ‗take‘ on Integrated
Fundraising
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7. Allison: What‘s Integrated
Marketing mean to me
• It leads to more diverse audiences
• More effective education and cultivation
• Broader PR
• More comprehensive reach
• More seamless donor experience
• And… fundamentally, raising more money!
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8. Mike: What‘s Integrated
Marketing mean to me
• It gets more attention in a busy environment
• Donors are already integrated consumer –
why not in their philanthropic consumerism?
• It can give a more complete picture of who
you are as an organization
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9. Integration – a definition
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10. Integration
• Definition:
• Integrate:1) Make into a whole, complete, 2) bring
together (parts) into a whole.
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11. Integration
• ― The whole is greater than the sum of the parts‖
• A planned marketing mix is more effective than a
random selection of distribution channels
• The ―Halo‖ effect
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12. Integration – ‗up, down,
and across‘
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13. Integration
needs to take place in more than one direction
• Horizontally – Theme, message & style
• Vertically
• Acquisition
• Donor Development
• Renewal
In a chronological customer contact flow
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14. The three tactical levers in integrated
fundraising
• Acquisition
• Donor Development
• Renewal
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15. Horizontal & vertical integration
TV DM Phone Acquisition Internet F2F Radio
1. Donor
Acquired
Welcome
DM
Email 2. Donor
update development
and 3. donor
renewal
DM
Newsletter
Phone
upgrade
call
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17. Principals of integration
• Understand the donor/prospect
• Research & observation
• Communicate
• Relevant consistent messages,
• through the right media
• Sequence your approach
• Plan, test, analyse and revise
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18. Integration in direct marketing
fundraising
• Synchronise media to deploy a cohesive, personalised,
sustained message rather than a fragmented scattergun
approach
• Personalise your appeal to the needs of the donor
prospect over multiple media and recruitment channels
to work together for maximum effect
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19. Integration for maximum effect
• Increase No of qualified enquiries
• Improve fulfilment (conversion) rate
• Improve media /return on investment
• Improve donor satisfaction and lifetime value
• Improve the ―Appeal‖ of your cause
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20. Integration to Grow Your Pyramid
Wills
Major
Wills Pledge
Major
Pledge One-off
One-off
Prospects Prospect
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21. Integration for the Whole Pyramid
• 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
• 143 middle and major donor leads!
• Key: shared budgeting!
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22. Cross departmental sharing, learning and lead
generation…
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23. The goals of the survey
1. Collect personal preferences of donors for
targeted marketing appeals
2. Collect demographic data for marketing purposes
– and connect it automatically to the database!
3. Build a deeper relationship with donors – give
them a platform to be heard
4. Uncover leads for other forms of giving – including
legacies, middle gifts, and major donor gifts
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24. Online and Planned Gifts
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25. Phone and Planned Gifts
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26. Our Current Reality
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27. 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 kept in a silo - underperforms
Nonprofits need younger more valuable donors
More personal relationships with loyal donors
Investment in a multi-channel approach
Nonprofits need to work better together
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28. Silos can lead to fundraising deficiencies…
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%
2010 7656
2011 7570
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29. The Case for Multi-Channel Giving
$120 81%
$100 80%
79%
$80 78%
$60 77%
$40 76%
75%
$20 74%
$0 73%
Income/Member Average Gift Retention
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30. Diversifying and optimizing all available outreach channels is important—
especially during challenging economic times
Subsequent income by channel for website joins
Avalon’s analysis shows
that donors don’t always
stick to the channel they
joined with—but migrate to FY10 is
different channels. incomplete
This graph shows how
―web joins‖ for one client
actually gave more through
mail and phone in
subsequent gifts.
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31. The Donor Media Mix
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32. Integration
The Market Reality and The
Value
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33. Canadian Generational Giving
66% Give 73% Give
5.7M donors Civics 3.2M donors
$725 yr/avg $833 yr/avg
4.9 charities 5.3 charities
$4.1 B/yr Boomers $2.6 B/yr
Gen X
61% Give
4.2M donors
$549 yr/avg
4.1 charities
55% Give Gen Y $2.3 B/yr
2.7M donors
$325 yr/avg
3.5 charities
$.8 B/yr
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34. Future Giving
Donations plans to top charity next year
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35. More on Gen Y
Defining Values Social Media Habits
(% doing regularly)
Time to give back
What’s in it for me?
Online connection
Value 70% 49% 25% 16%
• Size
• Lifetime value Mobile Habits
• Lower cost appeals 49% Mobile ONLY phone
• Active supporters/promoters 32% Mobile primary
BUT
42% Facebook Mobile app
• Require multichannel appeals
• Tracking difficult 53% Texters
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36. MoreDefining Values
on Gen X
Peer-motivated Social Media Habits
(% doing regularly)
Support random, emotional
Time vs. money
Online connection
Value 56% 30% 13% 11% 11%
• Size of gifts to top charities
• Lifetime value Mobile Habits
• Lower-cost appeals 28% Mobile ONLY phone
• More than dollars 37% Mobile is primary
• Viral promoters 27% Facebook mobile app
• Most Educated, Higher Income 40% Texters
BUT
• Harder to secure
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37. More on Boomers
Defining Values
Giving more planned Tech/Media Profile
Efficiency/overhead concerns 29% Facebook (reg)
2-in-10 retired
(60% Total)
Value 17% Texters
• Largest cohort 47% E-newsletters
• Size and dollars 55% Bank online
• Income 33% Shop online
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38. More on Matures
Defining Values
Pre-meditated giving Loyal
But guarded
Scrutiny
Tech/Media Profile
17% Facebook (reg)
Value (50% Total)
• Largest annual contributions 5% Texters
• Greater # of groups 48% E-newsletters
• Tracking/Direct mail responsive 57% Bank online
BUT 34% Shop online
• Smallest cohort and shrinking
• Less open to new appeals
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39. And then there is Gen Z…
• Do you have an
integrated plan
for supporters
under 15?
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40. Increasingly Multi-Channel Behavior
% Who Agree, Appropriate Solicitation Channel
GEN Y GEN X BOOMER MATURE
MAIL 71% 71% 75% 64%
EMAIL 67% 60% 51% 40%
SOCIAL MEDIA 59% 30% 15% 13%
PHONE 38% 38% 39% 35%
TEXT 23% 14% 9% 9%
Source: Next Generation of Canadian Giving, Convio, hjc, Stratcom 2010
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41. Evidence – Put It All
Together
What does integration look like in the real world?
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42. The House of Glass: An Integrated Case Study
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43. Proving Integration Makes a
Difference in Fundraising
• Radio 3FM - Public broadcast
• 1 week (Xmas week)
• House of glass on a public
square in Utrecht
• 3 radio DJs
• 24 hours life radio for 5 day's
• No food
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44. Marketing Tools
• Radio announcement
• TV commercials
• TV news coverage
• Newspaper articles
• Text bar on the TV screen
• Internet
• Word of mouth
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45. Fundraising Tools
• How to make a song request and pay
1. Internet - www.3fm.nl
2. Telephone – 0909-1336
3. Postcard with bank authorisation
• Not related to the song request
4. Auction
5. SMS
6. Cash donations
7. Company of the day
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46. Channel Team Work!
Donations
20
40
Online
SMS
30 Telephone
Walk Up
10
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47. The Halo Effect!
Donations
1,000,000 915,000
900,000
800,000
700,000
600,000
500,000
Donations
400,000
300,000 220,000 240,000
200,000
100,000
0
Year 1 Year 2 Year 3
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48. . Page 48
Daryl Upsall Consulting
International SL

49. . Page 49
Daryl Upsall Consulting
International SL

50. CASE STUDY: Farm Sanctuary
Multi-Channel Year-End Appeal
The Problem: Farm Sanctuary wanted to increase the number of animals it would save in
the upcoming year, which meant getting donors on board to generate the additional funding
needed.
The Response: Farm Sanctuary’s year end appeal Campaign Strategy allowed Farm
Sanctuary to alert members, raise money, and secure a matching gift challenge with a year-
end deadline.
The Campaign: Avalon worked with Farm Sanctuary to implement a multi-channel
campaign that included:
• Multiple E-Fundraising emails
• Direct mail
• Online
The Results: The multi-channel, multi-phase approach hit the mark as we hoped. The final
email effort generated 37% of the total email revenue in just 24 hours! Overall, the campaign
produced a 17% higher response rate and 42% more net revenue than the previous year-end
effort.
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51. CASE STUDY: Farm Sanctuary
Components of a Multi-Channel Campaign
Year-End Direct Mail
Mail
December 16th
E-Appeal resend to
E-Appeal Last chance E-Appeal
non-responders
Email
December 16th December 22nd December 30th
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52. CASE STUDY: Farm Sanctuary
E-Fundraising Emails
E-Fundraising Emails
Three fundraising emails were sent to the full
Farm Sanctuary email list.
While respondents to the first email were
suppressed from the second email, we added
them back into the third email effort.
The third email effort was dropped the day
before the December 31 matching gift deadline
and included a compelling video clip from Farm
Sanctuary’s President and Co-Founder, Gene
Baur.
As a result, we were able to encourage Farm
Sanctuary’s best donors to make an additional gift
to the campaign - taking advantage of both the
tax deductibility and matching gift.
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53. CASE STUDY: Farm Sanctuary
Direct Mail
Avalon worked with Farm Sanctuary to time the
direct mail appeal and the first email appeal to
arrive at the same time.
Avalon’s year end strategy was three-fold:
increase contact frequency, maximize multi-
channel communications, and emphasize urgency.
Farm Sanctuary was able to secure a matching
gift challenge with a year-end deadline, which we
were able to leverage for added urgency.
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54. Results and Learnings
Efforts Qty Gifts Gross Revenue RR AG
FY10 DM 1 52531 2553 $ 163,887.00 4.86% $ 64.19
FY10 Online 3 158120 1850 $ 162,468.00 1.17% $ 85.63
TOTAL FY10 210651 4403 $ 326,355.00 2.09% $ 74.12
FY09 DM 1 61893 2092 $ 108,790.00 3.38% $ 52.00
FY09 Online 1 39200 294 $ 40,354.00 0.75% $ 137.26
TOTAL FY09 101093 2386 $ 149,144.00 2.36% $ 62.51
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55. A Public Broadcaster
• Brand is perceived as authentic
• No integrated fundraising execution
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56. 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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57. How Do They Do It?
Team Optimization
Multi Channel Integration
Culture Committed to Service
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58. It would take an integrated solution…
• Senior management support
• Cross departmental cooperation
• Create an integrated plan and stick to it
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59. Online and offline integration
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60. Online and offline integration
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61. Launched Impact Report for Donor Loyalty
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62. Launched Symbolic Giving
• Promoted online and through web
• Donor direct mail piece
• Householder
• Brochure in Impact Report
• Focused direct response TV advertisements
• Streamlined online fundraising
• Launched new microsite with focused campaign feel
• Built email list through ―pledge sign-up‖
• Ran focused e-mail conversion strategy
• End of year e-mail appeals
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63. Launched Symbolic Giving
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64. Launched cultivation mailings
• Highlighted 40th anniversary
• Telemarketing
• Integrated Telemarketing with DM strategy
• Follow-up post direct mail appeal
• In-bound support
• Brought in industry-leading call centre to handle inbound
fundraising calls outside of regular hours (weekends/holidays etc.)
• Introduced integrated (mail, phone, online) renewal strategy
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65. Reality
• Cost to Acquire a DRTV Donor increasing
• Small List Universe for DM Acquisition
• Response Rates Dropping
• Online showing growth over past years
• Limited Phone
• Strong Conversion to Monthly from DM
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66. Results – 2010 and 2011
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67. 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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68. 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
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70. Wrap Up
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71. Wrap Up
Questions, thoughts or reflections…
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72. 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: Larger Gift array led to
larger gifts
3. Big Breakthrough #3: More emails, with
personalization and e-cards, led to more money
online
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73. CASE STUDY: League of Women Voters
Multi-Channel Urgentgram Appeal
The Problem: The League was under attack by a bogus organization.
The Response: The League’s September/October 2009 Emergency Urgentgram
Campaign allowed the League to alert members, raise money, and highlight the League’s
position on health care during the nation’s health care debate.
The Campaign: Avalon worked with the League to implement a multi-channel campaign
that included:
• Multiple E-Fundraising emails
• E-Engagement email
• Telemarketing
• Direct mail
• Online and social networking strategy
The Results: The Emergency E-Appeals were by far the most successful the League had
ever seen, raising more than double the online fundraising budget for the entire fiscal year
from just one campaign! The unbudgeted direct mail effort brought in significant additional
income on top of their traditional mail schedule.
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74. CASE STUDY: League of Women Voters
Components of a Multi-Channel Campaign
Urgentgram Mail
Mail
Appeal Telemarketing
TM
E-Appeal resend to E-Newsletter E=Engagement piece
E-Appeal Follow-up
non-responders
E-Engagement
piece
Email
Day 1 Day 2 Day 6 Day 10 Day 12 Day 14
Homepage Social networks
Press release
Web
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75. CASE STUDY: League of Women Voters
E-Fundraising and E-Engagement Emails
E-Fundraising Emails
E-Engagement Emails
Two fundraising emails were sent to the full
Regularly scheduled E-Newsletter sent in
League email list
addition to two E-Engagement emails
Second E-Fundraising email was sent to non-
E-Engagement emails highlighted ways for
responders; used preview pane language to
citizens to get involved as well as a League
convey urgency
PSA, which was funded by revenue raised
Landing page matched look and feel of from the E-Fundraising emails
emails
E-Engagement emails boosted fundraising
by including soft asks
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76. CASE STUDY: League of Women Voters
Telemarketing
The League was already on the phones
with sustainer, reinstatement, and appeal
telemarketing campaigns.
Avalon worked to change copy in each of
the three scripts to reach as many people as
possible.
Changes were made to scripts within days
of the issue first arising; message matched
online communications.
Donors responded very generously on the
phones to this tangible threat; health care –
an issue dominating the news also resonated
with donors.
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77. CASE STUDY: League of Women Voters
Direct Mail
Avalon worked with the League to get an
unbudgeted direct mail appeal out the door
within two weeks.
A simple format and very strong teaser
conveyed urgency.
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78. CASE STUDY: League of Women Voters
Website and Social Networking
Messaging was also coordinated on the
League’s website and through their social
networking profiles.
Homepage included a fundraising ask,
which provided extra collateral income.
Facebook status alerted fans to the
situation, sparking a discussion online,
and driving traffic to the League’s website.
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79. Results and Learnings
Efforts Qty Gifts Gross Revenue RR AG
Standard e-
Appeal 2 28884 55 $ 2,275 0.19% $ 42.13
LAV e-Appeal 4 242,489 1915 $ 102,910 0.89% $ 53.35
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80. Wrap Up
Questions, thoughts or reflections…
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81. Remember to fill out the
online survey to win FREE
consulting session!
http://www.surveymonkey.com/s/KX8MM6J
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