2. The fundraising future of digital
media: a story of integration

3. Mike Johnston
Founder, HJC,
Online and Integrated Fundraising Specialist,
Aerobics Instructor, Computer Game Player,
and Sports Fanatic

4. Digital fundraising on it’s own can be
like…
“Best practice fundraising
creates results (statistics) that
prove that fundraising integration
of more channels and more areas
of fundraising and non-
fundraising – is indeed, best
practice.”

5. Examples from the World through this structure….
1) The Need
What is driving changes in how we fundraise?
2) The Value
What‟s the value of being integrated?
3) Self-Assessment
Where are you as an organization?
4) Solution
How do you align culture, staff, and technology?
5) Evidence – Put It All Together
What does integration look like around the world (France, Canada, US)?

6. The Need

7. The Need (in many countries)
1) Nonprofit offline donors are aging around the world
2) Donor files and acquisition list sources are shrinking
3) Revenues are flat and–in many cases–are falling
4) Fundraising costs are increasing/ fundraising margins
are shrinking
5) Online fundraising – when kept in a silo -
underperforms
Nonprofits need (younger) more valuable donors in
many parts of the world

8. Donors (direct Staff
mail)
Event Fundraisers
(online)
Volunteers
E-Newsletter
subscribers
Advocates

9. Donors Staff
Event Fundraiser‟s
Volunteers
eNewsletter
Advocate subscribers
s

10. Online donor retention of single gift donors can be
terrible...
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% Benchmark 28%
2010 7656
2011 7570
How can we improve this?

11. The Value

12. The Value: Qualitative
• Integrated Marketing Benefits
• Deepens constituent loyalty and increases lifetime value
• Strengthens the brand
• Engage new audiences, grow revenue, and maybe even save
money.
• Audiences are becoming increasingly multi-channel
– in every country - and greater data intelligence is
required to raise more money.

13. Generational Giving
65+ year old
47-65 year old
20-30 year old
31-46 year old
11/24/2011 Proprietary & Confidential 13

14. One last group – the millennials… the Gen
Z…

15. Fundraising is profoundly
multi-channel
Proprietary & Confidential Slide 15
11/24/2011

16. Connect the pairs...Which Generation of givers is
the most prolific user of the following giving
channels?
Gen X Tribute Giving
Civic (Mature) Web Giving
Gen Y Telephone
Boomer Retail Check Out
Proprietary & Confidential Slide 16
11/24/2011

17. Online and Integration
• The Brady Campaign started with 38,000
email addresses
• 16,000 were Brady members
• 22,000 were non-donor activists

18. Rapidly Growing An Email File
• Launched branded
campaign and microsite
NRAblacklist.com
supported by a print ad
campaign
• The site had a visitor to
“signer” conversion rate
of 40%
• Grew email list from
38,000 to 101,257 in
under 3 months

19. Sustaining Engagement
• Growth of NRAblacklist.com was  Started a new branded
followed by urgent federal legislative campaign: stoptheNRA.com
battles

20. Multi-Channel: Acquisition – Best
Practice
An online advocacy effort by the Brady Campaign grew
their email file from 40K to140K. The vast majority were
new prospects.
Email Solicitation Direct Mail Solicitation Phone Solicitation
0.37%; $46 avg. gift 1.26%; $24 avg. gift 21%; $27 avg. gift

21. Onlne and Integrated Best Practice
Takeaways…
• Don‟t Wait! Integrate online non donors into
online, direct mail, and telephone conversion as soon
as you have enough for a good test. Remember:
younger donors ACCEPT more channels for
solicitation!
• Online Flanker Brand Campaigns. Need constant
campaigns (like NRAblacklist.com) to grow your
online non donor list.
• Online Petitions. Build campaigns around online
petitions so that you get full address.

22. What happens when you connect culture and
fundraising?
22
Proprietary and

23. Online and another channel
Yoga In Motion
Impact of Calling
Participants
$1,000
$920.09
$900
$800
$722.18
Average Revenue ($)
$700
$600 Up 27.4%
$500
$400
$300
Avg. Revenue
$200 Per Participant
$100
$-
Not Called Called
Action Taken

24. Amnesty Denmark – digital includes mobile...
• Amnesty Denmark has several ways of acquiring new
donors including Face 2 Face, Cold TM and calling their
SMS network
• The SMS network is kept engaged through texts
whereas F2F and Cold TM prospects are not engaged
before they get an ask

25. Mobile is digital...and very valuable...
Channel Acq. Avg. Lifetime Lifetime Return on
Cost Amount (months) value Investme
nt
Face2Face €549 €60 30 €1,800 3.28
Telemarketing €842 €62 31 €2,542 3.02
Calling SMS €420 €74 60 €4,465 10.63
network

26. Online and Integrated Best Practice:
Integration Increases Multi-Channel
Loyalty and Value
Annual Donor Value1 Retention Rate2
$255.74
82.3%
$191.35
70.1%
62.3%
$102.64
Sources:
1. Convio / Strategic One White Paper: Integrating Online Marketing (eCRM) with Direct Mail Fundraising: Adding a New Communication
and Donation Channel Increases Donations; total contributions over 12 month period, excluding $10k+ gifts for SPCA of Texas
2. Ibid. Comparison of retention rates for multi-year donors, SPCA of Texas

27. Self-Assessment to be
Best Practice
Where Are You in Your Online and Integrated
Fundraising Journey?

28. Where are You?
Single Silos Coordinated Integrated
• Online Marketing • Separate Metrics & • Thematically • Unified Strategy & Full
Makes Minimal Team for Online Integrated Integration Across
Contribution Marketing Channel Managers
• Coordinated Appeals
• Calendar-Based • No Calendar / • Measures Success
Campaigning Campaign • Integrated Calendar
Across Channels, Not
• Not Financially
Coordination • Shared Metrics By Channel
Committed to Second • Online Constitutes 5- • More Stuff, More • Seamlessly Integrates
Channel 25% Direct Response Channels New Media
Revenue
• Shared
success, budget and
goals

29. Which Type of Organization Are You?
Type A Type B
Tension Behavior Outcome Tension Behavior Outcome
Burnout, Innovation Cooperation Achieve Goals
Fear Blaming
Detachment
Shared
Stagnation, Creativity Teamwork
Anxiety Self-interest Success
Isolation
Productive Rewards
Political Downgrading
Source: Mark Climie-Elliott, HJC Senior Consultant, “Turning Point” Webinar, April 15, 2010.

30. On A Scale of 1-5…
• “1” = Type A, “5” = Type B
• Where do you fall on the scale?

31. Solution
Getting people to change – to make online and offline
connect together

32. Where to Begin? Release the Fear.
• To create change – you need a process.
• System
• Input
• Challenge
• Three drivers of change for a more integrated
organization:
• People
• Knowledge
• Technology

33. Shared Reality
• Your organization as it is today:
• How you see it – your reality
• How others see it – their reality
• No right or wrong – simply respected observations
• Collectively, this becomes your “shared” reality.
Reality is something you rise above.
Liza Minelli

34. Shared Future
• Shift ahead & articulate a shared vision or desired state
of what you want (or think) your fundraising will look like
in 3-5 years
• Can be applied to any time frame
• Short-, Mid-, Long-Term

35. The Camembert
All the rest: Online 1%; Legacy 2%; Major 3%; Corporate 4%;
Government and Foundations 3%

36. The Camembert
All the rest: Online 25%; Legacy 12%; Major 3%; Corporate 8%;
Government and Foundation 3%

37. A Quick Exercise
• Draw your fundraising pie charts:
NOW 2021

38. Integration of all LEVELS
of giving
Legacies, Large Gifts and smaller gifts..

39. A great way to get started: An Integrated
Survey
• 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 and 143
middle and major donor
leads!
• Key: shared budgeting!

40. 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
proprietary and 40
11/24/2011

41. Social Media and personalization
proprietary and 41
11/24/2011

42. Facilitation
Getting everyone on the same page

43. Integrated Planning: a full contact sport…

44. What do you do before you meet?
Talk, and listen, to team members
Review the past, the current reality, and future plans
Analyze the data
Prepare for a face to face session that will
push, pull, cajole, challenge and team build.

45. Sometimes a disaster forces people to
meet, plan and launch…
Proprietary & Confidential Slide 45
11/24/2011

46. The Library Online
11/24/2011 Proprietary & Confidential 46

47. Results
o 10,974 emails sent to City Council Members
o Over 20,000 written letters sent
o Gross revenue $50,058.68
o 1,000 donors
o 584 new donors (a few from social media)
“The main reason we stopped the cuts was this online campaign. I
would be the first to say otherwise, but it's true.”
Proprietary & Confidential Slide 47
11/24/2011

48. Everyone in a room to create an
online and integrated schedule
Proprietary & Confidential Slide 48
11/24/2011

49. The Balanced Scorecard
The Dramatic Oversimplifcation of Integrated
Fundraising, Marketing, Communications and
Campaigning

50. proprietary and 50
11/24/2011

51. How does it help Convio and its clients?
• Development and Peace – were sent a quick audit
(evaluation) by a Convio staff person
• HJC followed up with a more hands-on, facilitative,
and integrated engagement
• It led to a plan that has made implementation easier
and more successful with buy in (and understanding
from senior leadership across the organization,
including the CEO)
proprietary and 51
11/24/2011

52. The Evidence
Putting It All Together

53. A Public Broadcaster
• Brand is perceived as authentic
• They have moved away from a past of innovation to a
current reality of „bureaucracy and silos‟

54. “A hanging in a fortnight concentrates
the mind wonderfully”
• 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.

55. It would take an integrated solution…
• Senior management support
• Cross departmental cooperation
• Create an integrated plan and stick to it

56. Online and offline integration

57. Launched Impact Report for Donor
Loyalty

58. Launched Symbolic Giving

59. Launched online and integrated
channels
• 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

60. Results - 2010
• Q3 - Best end of year result since
2006, best result of 2010
• Q3 - 26% increase over same quarter
previous year
• Q4 - 40% increase over same quarter
previous year (over $1 million
additional income)

65. Digital Games
• $68 billion (bigger than music, books,
and the movie industry)
• It‟s entertainment
• 29% over 50
• 55% play on their mobile phones
• Are you ready?

66. The future of digital media
• Online can‟t be in a silo
• Integrate all channels, all departments and
all levels of giving
• Get over attribution!
• Remember, all generations, use online and
all channels
• Make an integrated plan and a lifecycle plan
• And digital includes mobile phones and
computer games!

67. Thank You!