Hjc bb seminar - blackbaud presentation vancouver draft one sept 6 2012
1. HOW DATABASE EXCELLENCE CAN
SEPARATE YOU FROM THE PACK
with guest speaker Michael Johnston
Craig White Manager, Blackbaud Canada
9/20/2012 The Raiser‟s Edge(i) 1
2. Take our survey at the end of
http://www.surveymonkey.com/s/X5T9BRP
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 CRM fundraising consulting session
http://www.surveymonkey.com/s/X5T9BRP
9/20/2012 2
3. THE FUTURE, AND CURRENT, DONOR
Hyper- Customized
Ego- Tribute Hyper-
adventure Workplace
philanthropy Mania choice
giving giving
The need to
Feeling the
tell the world Feeling The last
need to be The death of
about your young and opportunity
their own unrestricted
parents and having fun in the 21st
fundraising giving
friends and while giving century?
brand
family
9/20/2012 Proprietary & Confidential Slide 3
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4. MID-AGED
DONORS AND
EGO-
PHILANTHROPY
AND TRIBUTE
MANIA
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11. 78 million boomers in the US are
beginning to retire… one survey
found ½ want to have a positive
social impact*…why not give
them something to do…
* NYTimes, Nicolas Kristof
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12. As one boomer says on helping
charities: “It wasn‟t a matter of
being a Mother Teresa. It was a
matter of, „Boy, that sounds like
fun!”…
* NYTimes, Nicolas Kristof
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15. HYPER-CHOICE
THE DEATH OF
UNRESTRICTED GIVING
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16. KIVA – LOAN/GIVE
OXFAM CANADA POPULATES THE
BACK END
PEOPLE CAN CHOOSE COUNTRY,
THEME, PROJECT AND THEN GIVE
MONEY, MAKE A LOAN, MAKE A
TEAM OR PERSONAL PAGE…
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20. Depts &
Individuals
can create
their own
fundraising
webpages
Nothing like
some
friendly
competition!
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21. THE BEGINNING OF A REDEFINITION OF A ‘PHYSICAL,
CATCHMENT, COMMUNITY BASED FUNDRAISING…
Cost to acquire a
monthly donor
($17/month) is
currently standing at
14-16 month
breakeven
It has a chance to
increase their annual
campaign database by
3000%.
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22. NEW WAYS TO GET COMMUNITY SUPPORT...
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24. CANADIAN GENERATIONAL GIVING
$1,000 65+ year old
$900
$800
Average Annual Giving
$700 47-65 year old
$600
$500
20-30 year old
$400
$300
$200
31-46 year old
$100
$-
0% 20% 40% 60% 80% 100%
Percent Giving
9/20/2012 Meghan Solomon 24
34. How RE can help you find the
best way to categorize and act in
an integrated fundraising
manner e.g. manually assigning
a giving score
RE Screen with the VIP
Giving Score at the bottom
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36. 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 e-Cards.
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38. 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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40. RESULTS
• Overall Revenue: 1,272 gifts,
$275,003, $216.20 average gift
1. Big Breakthrough #1: Google Search and 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
4. 60% increase in gross revenue from the year
before by combining direct mail and online – in part
with the data used from RE
Let’s look at integration ability…) >>
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41. The Appeal tab
shows what
mailings,
email, etc have
been sent to
the donor
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42. The segment
tab allows
multiple queries
to be processed
and each
query is de-
duped against
each other so
constituents
only receive one
mailing.
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47. I N T E G R AT E D O N L I N E S U R V E Y: B E S T P R A C T I C E T O S TA R T Y O U R
L E G A C Y, M A J O R , M I D D L E G I F T I D E N T I F I C A T I O N A N D A P E R F E C T
COMPLIMENT TO BB’S GIVING SCORE
• 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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48. C R O S S D E PA R T M E N TA L S H A R I N G , L E A R N I N G A N D
L E A D G E N E R AT I O N …
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49. T H E G O A L S O F T H E S U RV E Y
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
9/20/2012 49
50. AND REMEMBER, ACQUISITION IS NOW MULTI-STEP…
Lead Acquisition & Conversion
Games Email
Advocacy Direct mail
LEADS
Telemarketing
Enews
DONORS
Social Media
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51. E-PETITION
More info:
legitimacy
Comments:
Counter: priority for calls
social proof
Phone number: Subscribe:
or you can‟t start! for
cultivation
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52. THE DIFFERENT CONSTITUENCIES CALLED…
20.00% 18.50%
18.00% Recent Lapsed
16.00% Monthly Donor
14.00% Online Petition Only
11%
12.00%
9%
10.00% 8% E-newsletter
8.00% Subscriber
6.00% Lapsed Single Gift
4.00% Donor
2.00%
0.00%
CPMD $75
9/20/2012 52
54. #4 – CULTIVATION
• You grow your program by taking good care, cross channel, of your
new and renewed donors
• The donor „lifecycle‟ helps craft the approach...
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55. LIFECYCLE BASICS FOR ‘POLITICAL’ SUCCESS
• Shared agreement between fundraising and non-fundraising departments
on the „big picture‟ lifecycle plan e.g. how are non-fundraising and
fundraising ACTIONS coordinated to give a deeper relationship to the
organization triggering a closer and more generous view from the
supporter
• Shared agreement between all types of giving (e.g. planned giving, major
gift, middle donor, monthly giving, etc) on when individuals are
approached to be converted to the next level of giving. In other words,
when is a new gift giving opportunity triggered?
• Shared agreement on what happens on first entry; graduation and lifetime
events (e.g. birth of children, first job, grandchildren, death of alumni
friends, etc)
• Shared agreement on what information will be gathered, and how it will be
gathered e.g. the Drip Marketing approach
• Shared agreement on how that information will be used and when e.g.
birthdates, likes and dislikes, favourite memories, most important
instructor at school, etc
•
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56. LIFECYCLE SKELETON
• The first category should be life event. It can include those important
events e.g. acceptance, graduation, birth of child, marriage,
retirement, death, etc
• The second category should be non-fundraising communication. It can
include alumni relations or patient (family) communication touch points
• The third category should be fundraising solicitation. It should include
every type of giving e.g. text, monthly sustainer, planned giving, etc
• The fourth category should be channel choices for each of the
proactive interactions for a constituent
• The fifth category would be one labelled cooperation. It would explicitly
talk about the necessary cooperation to make an interaction
successful
• The sixth category would be one labelled outcome. It would explicitly
talk about the outcome that the interaction should inspire
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61. Take our survey!
Go online and fill out the survey! We‟ll select 2 WINNERS to
receive complimentary 1-hour CRM fundraising consulting
session
http://www.surveymonkey.com/s/X5T9BRP
9/20/2012 61
65. THE DONOR LIFECYCLE
Consider Acquisition
Interest has been
Market peaked
Direct Mail
Telemarketing
E-mail
eNews
Face-To-Face Research
Social Media
Website
Identify
Reports Cultivation
Analytics
Lists
Friend of a Friend
Retain
Feels the Mission
Enjoyed Donor Experience Stewardship Supports
Feels Appreciated Donates
Thank You
Understands Impact Volunteers
Receipt
Attends Event
Moves Management
Are you doing
Inspired by: ”Consumer Decision Journey”, David Court, McKinsey Quarterly 6/2009
enough to forge
Inspired by: Branding in The Digital Age, David C. Edelman, Harvard Business Review
9/20/2012 connection?
this 10/2010 65
66. A FULLY INTEGRATED SOLUTION OFFERING
The Raiser‟s Edge i
Online Marketing and Engagement
| Online Donations | Email | Targeted Content | Social Sharing|
Real- Multi-channel Enables a
time, seamless relationship holistic view of
integration management supporters
Constituent Relationship Management (CRM)
| Direct Mail | Relationship Management |Prospect Identification | Moves
Management |
9/20/2012 66
68. THE DONOR LIFECYCLE
Acquisition
Identify
Reports
Analytics
Lists
Friend of a Friend
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69. THE GIVING SCORE – SMART ANALYTICS
IN THE RAISER’S EDGE
Helps you raise more money by:
• Giving you the power to target and
identify your best supporters
• Saving you time and money by
knowing who to invest in and who
not to invest in
• Improving efficiency with
managing your constituents in RE
• Segmenting your constituents into
four unique groups based on their
likelihood & capacity to give a gift to
your organization
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73. THE DONOR LIFECYCLE
Acquisition
Market
Direct Mail
Telemarketing
E-mail
eNews
Face-To-Face
SOCIAL MEDIA
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74. THE IMPORTANCE OF MULTI-CHANNEL MARKETING
• Donors acquired online who give through
multiple channels are worth up to 3X more
than those who give through a single channel
• Over a 4 year period… $200
• Donors acquired online give an average $128
ALL
• Donors acquired by mail give an average $63 $150 GIFTS
• Donors acquired online but also give offline
WEB
donate on average $197 $100 ONLY
ALL
$50 MAIL GIFTS
ONLY
$0
Acquired Online Acquired by Mail
Details at: https://www.blackbaud.com/files/resources/downloads/WhitePaper_MultiChannelGivingAnalysis.pdf
• Details at:
https://www.blackbaud.com/files/resources/downloads/WhitePaper_Mul
tiChannelGivingAnalysis.pdf
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77. THE DONOR LIFECYCLE
Consider Acquisition
Interest has been
peaked
Research
Social Media
Website
Supports
Donates
Volunteers
Attends Event
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90. THE DONOR LIFECYCLE
Acquisition
Cultivation
Are you doing
enough to forge
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this 90
91. MEASURE TO MANAGE IN THE RAISER’S EDGE(i)
Measure Key Performance
Indicators (KPIs) Specific to
Your Organization”
Seamless integration with
Online Forms and Email
Marketing tool
Easily drill into details
Dashboards designed for
your needs
Library of pre-built
queries, filters and reports
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92. BENCHMARK USING AFP’S FUNDRAISING
EFFECTIVENESS PROJECT
• Analyzes critical metrics to evaluate potential areas for sustainable
fundraising improvement.
- Benchmarked metrics against peer group.
- Discussed best practices to improve fundraising performance.
- Identified areas of improvement with highest impact.
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94. A F P ’ S A N A LY S I S O F G I V I N G T R E N D S
2005 - 2010 FEP Trends
Average Annual Anticipated
Growth Future Annual
All 2007 2008 2009 2010(2007-2010) Growth
Average Yearly Giving/Donor $956 $1,008 $1,082 $1,089 4.4% 1.0%
Average Donors/Org 1,720 1,619 1,541 1,516 -4.1% 1.0%
Avg Total Donations/Org $1,644,931 $1,632,806 $1,667,281 $1,650,999 0.1% 1.0%
FEP Quartile Analysis - Industry Average
• Donor Retention Avg $/ Donor
Top 25% 59.1% $3,382
Third 25% 46.2% $1,004
Second 25% 34.7% $515
Bottom 25% 18.7% $212
Average 43.1% $923
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95. W E C A N G I V E O B S E R VAT I O N S V E R S E S Y O U R P E E R S
How are your donor retention rates?
• Where is room for improvement in average yearly gift per donor?
- yours vs. $1089 (Industry Average per AFP)
• Opportunities to reach more donors with peer to peer fundraising tools that
harness the power of social media
Possible Suggested areas of focus:
• Average gift size for ALL donors shows room for improvement compared to
peers.
• Retain a higher percentage of donors – retained donors are worth more, less
expensive to reach. Goal is to slightly improve retention rate with better tools
for stewardship.
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97. S A M P L E C U M U L AT I V E 5 Y E A R R O I
$700,000
$521K
$500,000
$326K
$300,000
$173K
$100,000
$57K
Year1 Year2 Year3 Year4 Year5
-$23K
-$100,000
Cumulative Investment Cumulative Additional Revenue Cumulative Net ROI
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98. THANK YOU!
Craig White craig.white@blackbaud.ca
Jacqueline Gutbrod jacqueline.gutbrod@blackbaud.com
Barry Weaver barry.weaver@blackbaud.com
9/20/2012 The Raiser‟s Edge(i) 98
Notas do Editor
Win a multi-channel consulting session
Mike
Mike
Mike
Mike
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Mike
Mike
Mike
Mike
Mike
Companies are often most successful when the campaign to runs for a specific timeframe (e.g. six weeks); also has a campaign goal se; can be structured as a inter-office competition; and has a matching gift - through a corporate contribution
MikeTo be donor centric – you have to understand who your donors are, how they come to you and how the want to interact with you
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Win a multi-channel consulting session
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Win a multi-channel consulting session
Win a multi-channel consulting session
***Content from HJC presentation***
The recipients were sent to an epetition directed at key Parliamentarians who were on the Committee that reviewed the bill.Note some important aspects to the petition:#1 phone number – we asked. Does this suppress signatures? That’s a debate. We make it a non-mandatory field – and find that about 30% fill it out anyway. It’s worth it#2 counter - why? “social proof”. participants see that 1000s are doing this#3 comments – these are streamed – they build momentum and act as examples – they give participants the confidence to write their own words#4 subscribe – this builds a list for e-cultivation – you can’t use your big list all the time – this filters out the best activists for higher touch cultivation#5 more info – a minor link so as not to distract, but important for legitimacy to show the depth of research/legitimacy of actionother – use of photo, clear action statement, target is obvious, message is clear, opportunity to add personal comments, required fields clearly indicated, link to more comments to increase comfort level of participants3 weeks later, on November 1st, there were 2792 signatureshttp://www.amnesty.ca/urgentappeal/2009/CorpAcct/
Of all petition-signers, we discovered there were four main segments within the data: -people who only signed the petition, which made up the bulk of the list-people who had also received an on-line newsletter, -those who were once a single-gift donor, and -lapsed monthly donors. Not surprisingly, the lapsed monthly donors had the highest response rate at 18.5 % followed by deep lapsed donors at 11%. Petition signers responded at 7.6% and the people who had also received an e-newsletter had a 9% monthly donor rate.
Win a multi-channel consulting session
Win a multi-channel consulting session
To review, Michael described the five most impactful areas that a CRM can assist with. Proper identification of supporters, multi channel marketing efforts, offering easy ways for those supporters to become part of your organization, (Acquisition), Addressing the needs of supporters so they return, (Cultivation), and measure your effectiveness (Evaluate).
I know this is a basic diagram and defiantly doesn't have enough words on it, so let me streamline this information. I am a fan of reading the Harvard Business Review and I happened to run across an article that really stuck out to me. It was called Branding in The Digital Age, David C. Edelman, 10/2010. This article referenced a study called the Consumer Decision Journey, It looked rather simple but was quite similar to what we all do on the phone here. The Consumer being the Supporter. The article discussed studying 20,000 consumers purchase trends. The points that most related to the fundraising world were that the decision points of a supporter have changed and now meeting them on their level at each point on the life cycle is extremely important. Retention is highlighted in red because its more effective to retain supporters and supporters expect to stay engaged through various types of media, most recently social media.Was recently viewed a seminar that had an old friend of mine Shad Ali, and some of the statistics presented made me realize how much opportunity there is for Canadian non profits in this donor life cycle. The data was based on a study done by Ipsos Reid and AFP. - 7 out of 10 Canadianshave made a financial donation in the last 12 months. - Preferred contact frequency is 1 time or less per year, means that identifying the message and the marketing touch is extremely important - 60% research your company prior to donations for an offline donation, Acquisition and cultivation points are the face of your organization and online is the primary starting point. - Canadians were most interested in understanding the positive impact, over being thanked. As a cultivation point, ensuring that you are describing clearly how that donation impacts is extremely important. - Giving is shifting from larger onetime gifts over $1,000 to more recurring gifts in a lower amount, means measuring your success will help you understand how to focus back to the Identification pillar.
Describe why and tee up examples.A 360 degree view of the donor relationship and all activity improves understanding and enables excellent stewardshipAdd new donors to the prospect pool through improved integration with online and offline channels and by capturing program participantsExecute strategies informed by donor behavior to deliver the right message at the right time to the right personAmplify major, planned, and corporate alliances with research and moves management tools in the same solution
Improve insight to into donor behaviors through research, we do this in a few ways. There are reports within the system to help you segment your targets and as we discussed before there is a built in service to the package that helps build a relationship path for that person.It will help you identify those major givers and planned giversAnd as you add data to the system you then can update the information to ensure you have the latest information, April of 2012, you can run it over and over….big event run the sore.
AE/USSWhen looking at the results of the analytics, Blackbaud will categorize them in 4 buckets. You can see some of the benefits written there on the left, but I always like to see this in action. For further explanation around this topic, I am going to pass this along to my colleague.
Dashboards have brand new panels just for Giving ScoreThis panel gives you a breakdown of you Giving Score run. You can configure it to show which run you would like to see. It defaults to the last time the database was run.This panel shows you all your Giving Score Queries. You can access them and even add new queries right from here.This panel lets you breakdown your scored database by constituency. The example shows how all the Board Members are scored in the system. This panel too can be configured to accommodate any constituency the user wishes.
Within this list you can… Add/Remove single or groups of constituents to the listFilter the list using a specialized query UIChange a constituent's Giving ScoreAssign a constituent a solicitor Access each constituent’s Giving HistoryRun a constituent through WeathPoint or View their WealthPoint dataView/manage each constituent’s actionsView/manage each constituent’s notesOpen a constituent’s full record …without ever having to leave the listWhat you are looking at is a new pattern affectionately called the “list view” . The essence of it is: a list of individuals you can add and remove from at will. You can save it, name it, print it, export it and use it anywhere a query can be used in RE7 (e.g. reports, global changes, mailings, export, etc…)This feature makes the Giving Score unique to the standard “list view” pattern (which we’ll see a little later). This is a special set of filters that can applied to the list. We will preload some filters we think Major Gift Officers may like to start with such as Total Giving and Constituency Code. They will have the ability to Edit the parameters of the filter using the Edit link and if they need to Add or Remove filters themselves, they can click the respective button available to the right.Add to List allows the user to add either a single constituent to the list or a group of constituents to the list (based on a query). Remove from list does the exact same thing except removes from the list. Note: Lists automatically suppress duplicates, so no person can be added more than once to a list.4/5. These two areas work in tandem with each other. (4) This area is the lists of constituents that are in this Giving Score query. As you click on each row, you get a summary of information in the panel to the right (5). 6. Shows recent notes7. Shows recent actions8. Shows giving history
AEDon’t Forget Social, communicate based on their preference increased likely hood of engagement and response.
AEFor the past five years, Target Analytics has organized and led donorCentrics benchmarking groups for large nonprofit organizationswith a particular focus on online giving and how online donors are integrated into a traditional direct marketing program.The results show that although direct mail remains the dominant channel for new donor acquisitions, it has become increasingly common fornew donors to give their first gift online.There are all kinds of research around the donors online, like they are younger, their house hold incomes are higher, in aggregate they have much higher cumulative value over the long term than traditional mail-acquired. But the most striking to me was, that in a multi channel format, those acquired online but also give offline Donors over a 4 year period give more. This speaks to the importance of on and offline efforts.If you are interested in viewing that study, please take my email address down at the end of the presentation and I am happy to forward you along the link.I am not going to pass it to my colleague Jay to explain more in detail.Source: 2011 donorCentrics Internet and Multichannel Giving Benchmarking Report
Let me show you some examples
USSDescribe why and tee up examples.Making it easy for the supporter to engage, learn more about you, without pulling out their credit card, understand more about your impact before donating, ways you can accomplish this are:
USSDescribe example
USSDescribe example
USSDescribe example
USSIndicate that it moves beyond just donations online, we offer all types of events.
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Themes:Don’t be afraid to ask.Leverage all of the info you have in your database.Ask what that person is comfortable with
Explain email example of cultivationAlso mention that Direct mail, describing what you are doing with your gift is important. Publish that information clearly on their website.
Explain how to leverage these benchmark results to better understand how to cultivate.
Adds to the Cultivation and Acquisition Pillars #3 #4
Blackbaud offers a mobile experience for both supporters/donors and staff.- Supporters/Donors access a mobile-optimized version of your website- Staff accessed an optimized version of The Raiser’s Edge on their mobile device.
Data PortabilityOptimized presentation of constituent information for smartphoneUp-to-date information for constituent profiles—no more printing static copiesAccess recent gift dataNo more lugging around binders or laptopsAdd constituents as Favorites for offline access Leverage native smartphone functions like click-to-call, mapping, email, textEase of UpdateMeets users where they are used to workingAdd/edit notes and call reports on the road—right into the constituent recordComplete your assigned actions and add new actionsConstituent RecordEasy to read contact informationEmail, call or text right from the constituent recordSee Details, Giving, Notes, Actions, Relationships
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AE
AEThe Raiser’s Edge(i) uses easy to use dashboards to tell you which efforts are working and which ones aren’t.The Raiser’s Edge(i) also comes with a library of pre-built analytical reports, queries and filters to let you drill-down into the details.
AE
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AEGifts going up, number of gift going down, just an exercise to see where the market is headed.