Finalfinal blackbaud and hjc session may 31 2012 mwj

UNCOVERING INTEGRATED FUNDRAISING BEST PRACTICES – FOR HEALTH-RELATED ORGANIZATIONS IN CANADA

Presented by:

Who Am I?

Michael Johnston

President and Founder, hjc

At the end of the session, we’ll ask you to go online and fill out our integration survey. We’ll select 2 WINNERS to receive complimentary 1-hour Canadian health-related organization integrated fundraising consulting session

http://www.surveymonkey.com/s/WQJMGCB

Take our survey at the end of the session!

The current reality – what you told us• Over 30 organizations answered the

questionnaire• Here’s what you’ve told us – and your

peers

Online – it’s still early days

14%

7%

55%

14%

3%

7%

What best describes the ratio of individual donations your organization receives online versus offline?

I don't know0% online / 100% offline5% online / 95% offline10% online / 90% offline15% online / 85% offline20% online / 80% offline

You are slightly higher than other verticals

26%

48%

11%

4%

11%

What is the average size of indiviudal donation to your organ-ization?

$10-$49$50-$99$100-$149$200-$249$250 or more

Is this a middle donor gift oppor-tunity?

QUESTION ONE: How many of you have a middle donor program?

A hospital’s mid-level donor file four years after beginning . . .

Number of active donors increased:

58%

Number of annual gifts increased:

66%

Average gift increased:

27%

Revenue per donor increased:

34%

Revenue increased:

111%

Two surprises...

Recurring monthly giving Planned giving Special events Peer-to-peer fundraising Annual/regular giving campaigns

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Through which of the following sources does your organiza-tion receive donations? Select all that apply.

??

Maximizing peer 2 peer

• third party event portals• memorial/tribute/honour giving• virtual galas to compliment real galas

Too manual

Leveraging online

Going even farther

Peer to Peer and Memorial Giving

Peer to Peer and Memorial Giving

Stand Alone Online Campaigns

You are lower than other verticals

8%

4%

31%

27%

15%

12%

4%

What is closest to the average size of your recurring monthly gifts?

I don't knowLess than $10$10 $15 $20 $25 $35 or more

$10

Question 2: How many of you use the phone to upgrade your monthly donors?

You are lower than some other verticals

19%

46%

31%

4%

Approximately what percent of your annual fundraisinig revenue comes from recurring monthly giving?

I don't know0%-5%6%-10%31% or more

Create a visual monthly giving program brand and use it consistently

• Make it mission and brand related – not generic monthly giving

04/12/2023 proprietary and confidential

Create some benefits and exclusivity around being a monthly donor

You are ‘punching under weight’

23%

23%

18%

18%

14%

5%

Approximately what percent of your annual fundraisinig revenue comes from planned gifts?

I don't know0%-5%6%-10%11%-20%21%-30%31% or more

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!

Turbo Charging your planned gifts with an integrated approach...

Get information for many departments…

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

The goals of the survey

Events are important – but how can you do them more effectively?

10%

31%

34%

17%

7%

What percentage of your annual fundraising is done through events?

I don't know0-19%20-39%40-59%60% or more

Proprietary and Confidential

29

Proprietary and Confidential

30

1. Average raised per committee member: $17,129.83

2. Top 3 committee fundraisers raised $189,252

You are a very traditional channel vertical

71%

11%

7%

4%4%

4%

Which channel is most important to your annual/regular giv-ing program?

Direct MailFace-to-facePhoneRadiothonOnlineEvents

HOLIDAY 2011 CAMPAIGN

The campaign featured a landing page, which displayed “messages of hope”, left by constituents when they were making donations.

They wanted to better combine traditional direct mail with online to improve results.

HOLIDAY 2011 CAMPAIGN – MORE ONLINE IN SUPPORT OF DIRECT MAIL

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 Network3. Google AdWords Search Network (Google Grant Account)4. Email – 4 waves

eCard

DM engagement device

RESULTS AND LEARNINGSOverall 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: Integration across channels worked3. Big Breakthrough #3: More emails, with personalization and e-cards, led to more money online4. 60% increase in revenue from the year before by combining direct mail and online – with the data

used from RE

You see a changing future...

61%14%

14%

7%4%

Which channel do you think will be most important to your annual/regular giving program in 10 years?

OnlineEventsFace-to-faceDirect MailPhone

And the data backs up your projections about online

• Charitable web site traffic growth in 2011: 38.9% in Canada vs. 11.1% in US

• Charitable email open rates in the US were 18.4% vs. 29.2% in Canada

• 33% of online donations in Canada are monthly (and monthly is growing online at 7.4% last year)

• But in many ways, we are play ‘catch up’ with our US counterparts

Data above from Blackbaud:Convio 2012 Online Benchmark Study - http://www.convio.com/2012benchmark

Ambivalent on hand helds?

21%

54%

25%

How interested are you in using mobile giving to raise money?

Very interestedSomewhat interestedNot Interested

Very, very early days

83%

14%

3%

Do you currently use mobile giving?

NoYesI don't know

DONOR EXPERIENCE STAFF PRODUCTIVITYVS.

The raiser’s Edge Mobile app

Newer, not older web sites?

69%

17%

7%

3%3%

How many years ago did you last redesign your website?

Less than 2 years3-4 years5-6 years7 or more yearsI don't know

Newer, not older web sites?

Opportunity for more intimate contact?

3%

21%

17%

10%

21%

28%

On average, how far do your donors live from your main healthcare facility?

Less than 5 kilometers5-9 kilometers10-14 kilometers15-19 kilometers20+ kilometersI don't know

Question 3: How many of you have KPIs for visits for larger gift giving?

Opportunity for more intimate contact?

Opportunity for more intimate contact?

New ways to get community support...

St Joseph’s Health Care Centre Foundation in Toronto is using professional direct dialogue services to help secure: event pledge participants and local business commitments to make their upcoming Fall event success e.g. Direct Dialoguers going to shops and knocking on doors, etc

Take our survey!

At the end of the session, we’ll ask you to go online and fill out our integration survey. We’ll select 2 WINNERS to receive complimentary 1-hour Canadian health-related organization integrated fundraising consulting session

http://www.surveymonkey.com/s/WQJMGCB

Thank you!

• Mike Johnstonmjohnston@hjcnewmedia.com