1. 1
IT’S AND, NOT OR
Danielle Johnson-Vermenton
Senior Interactive Consultant
March 19, 2014
2. 2
• Almost 4 years at
Convio/Blackbaud
• Lover of nonprofits
• Passionate about online
engagement & communications,
strategy and inspiring my clients
• 13 years in fundraising &
marketing
• If I weren’t doing this I’d own a
small diner
CONSULTANT, TRAINER, SPEAKER, MOM
7. 7
SUPPORTERS WANT TO BE ENGAGED ONLINE
• More than half of donors received information from their favorite charity’s
website and by email or eNewsletter
• Website is #1 for information (the face of your org)
• Preferred to spread the word about their favorite charity by email (51%),
Facebook and in person
• Donors aged 50+ prefer visiting the website and email to stay in touch
• Nearly half of respondents gave the majority of their annual
donation to the charity they felt most connected to
NTEN & CharityDynamics Donor Engagement Study 2012
8. 8
Almost SIX out of every ten donors
from the previous year DID NOT
renew by year’s end!
AFP FEP Study from 2013
Key Reasons They Leave
No memory of ever supporting
Did not feel connected to the organization
Not asked to give again
Other causes are more deserving
Never heard how donation was used
9. 9
Sources: Dr. Adrian Sargeant and Woodliffe, 2007 and Growing Philanthropy in the US 2011 Study
A 10% CHANGE IN RETENTION CAN INCREASE THE
LIFE TIME VALUE OF A DONOR BASE UP TO 200%.
10. 10
# of Nonprofits
43% since 2001
What characterizes these organizations?
nimble multichannel technology driven
Source: Giving USA 2011
11. 11
Key Take-Aways
Double digit growth in online revenue
You need to communicate – online
Retention is a challenge for all organizations
Competition for supporters is increasing, where are you
landing?
14. 14
TODAY VS TOMORROW
Direct Mail
Grants
Events
Board
Major
Gifts
Online
What’s the plan for next year? 5 years?
How will you overcome challenges &
trends? Where will you find new
support? How will you retain donors?
16. 16
Online
Middle &
Major Gifts
Direct Mail
Planned
Giving
Corporate
Giving
Special
Events
Grants &
Foundation
Sustained
Giving
ONLINE IS YOUR ANNUAL FUND PIPELINE
17. 17
Lifetime Donor ValueDonor Value 12 MonthsNew Donor Renewal Rate
THERE IS PROVEN VALUE IN
MULTI-CHANNEL ENGAGEMENT
Sources: Study entitled “Integrating Online Marketing (eCRM) with Direct Mail Fundraising” by Convio and StrategicOne
Traditional defined as offline use. Internet Enabled defined as both offline and eCRM use.
34.4%
50.9%
Mail
+48%
Multi-Channel
$96
$187
Mail
+95%
Multi-
Channel
$314
$694
Mail
+121%
Multi-Channel
18. 18
WIRED WEALTHY – CONNECTING TO MAJOR GIFTS
Putting it into context
•86% say they visit websites before making a gift
•Only 8% say they are inspired by the website to give
•Half say giving online is their preferred method
Wired Wealthy Report http://www.convio.com/files/GD_WiredWealthy_Report.pdf
Donor Categories Annual Gift Self Reported Behaviors & Preferences
Relationship Seekers (29%) Avg $11,000
Likely to engage in
social media
60% say websites
help them to feel
connected
Strong multichannel
donors, more than
half give online
All Business (30%) Avg $12,000
Most visit websites to
donate - period
15% say websites
help them feel
connected
Key to happiness?
Easy and smooth
donation process
Casual Connectors (41%) Avg $9,000
Middle ground between the top 2 clusters, interest in online
connection, websites and giving. Multichannel with a split preference
for giving method.
21. 21
EMAIL IS KING
Email is where the rubber meets the road. It is 1 x 1 communication
that enables the constituent to give. It is transactional & the path for
personal communication based on preferences & interests.
-John Haydon
Source: http://social.razoo.com/2011/10/email-fundraising-is-still-king/
22. 22
THERE’S VALUE IN EMAIL
$13!On average for Luminate Online customers
As your housefile (# of emails) grows so does the
impact to your annual fund in revenue and reach.
23. 23
GETTING STARTED
Think like a supporter
Capture their email
Provide multiple touch points
Put out the welcome mat
Have the right software tools
24. 24
THINK LIKE YOUR SUPPORTERS
ABOVE THE FOLD Reduced 4x
ABOVE THE FOLD – 1 step
Who would you give your email to?
27. 27
30% of donors reported being
thanked immediately, 21% said
they were never thanked.
How many people do you think
are thanked when they sign-up?
What do you think that first
impression is like for the new
subscriber?
Email is an agreement between
you and the subscriber. Start
that relationship with trust and
appreciation.
28. 28
ENGAGE THOUGHTFULLY FROM DAY 1
Relevance Curve
0%
10%
20%
30%
40%
50%
60%
1 month 2 to 3
months
4 to 6
months
7 to 12
months
Year 2 Year 3
Time on Housefile
EmailOpenRate
Org #1
Org #2
Org #3
The honeymoon period to engage new subscribers is greatest in the first 45-60 days.
29. 29
PUT OUT THE WELCOME MAT – ESTABLISH YOUR RELATIONSHIP
These are examples of Luminate Online
Go! customer Welcome Series.
30. 30
Key Take-Aways
Email has economic value
Think like a customer
An online relationship often starts with an email
Engage subscribers immediately
32. 32
CONCLUSION
Online growth continues to outpace
Retention is low
Communicate based on preferences
Organizations should be technology driven
To grow revenue you need to be diversified
Email is valuable so start with a welcome
Online creates a pipeline of support
33. 33
Evaluate your resources and tools
Is your database in order?
Is your website user focused & mobile?
Are you capturing emails?
Is there a welcome mat?
Is your online fundraising software
doing the job?
Does leadership understand the need
for better tools & training?
GET STARTED TODAY
Online &
Social
Middle &
Major Gifts
Direct Mail
Planned
Giving
Corporate
Giving
Special
Events
Grants &
Foundation
Sustained
Giving
35. 35
Charitable Giving Report: How Nonprofit Fundraising Performed in 2013
https://www.blackbaud.com/nonprofit-resources/charitablegiving
2013 Online Marketing Benchmark Study
https://www.blackbaud.com/nonprofit-resources/onlinemarketingstudy
NTEN & CharityDynamics Nonprofit Donor Engagement Benchmark Report
http://www.nonprofitdonorengagement.com/
Integrating Online Marketing (eCRM) with Direct Mail Fundraising Whitepaper
http://www.strategic-one.com/Integrated_Marketing_White_Paper.pdf
Wired Wealthy Report
http://www.npengage.com/uncategorized/convio-wired-wealthy-study/
The Next Generation of American Giving
https://www.blackbaud.com/nonprofit-resources/generational-giving-report
What is Luminate Online?
https://www.blackbaud.com/online-marketing/luminate-online
RESOURCES
