Bring It On! Getting Started with Multichannel Fundraising

Getting Started withMultichannel Fundraising

Bring It On!

Presented By:

Teresa Weaver, OMP

Erica Gulseth, Earthjustice

Moderator: Ashley Hansen, Care2

March 22, 2012

Introductions

Ashley Hansen ashleyh@care2team.com Care2Director of Nonprofit Services @luvthemtns

Teresa Weaver tweaver@OMPDirect.com OMPVice President, Client Services

Erica Gulseth egulseth@earthjustice.org EarthjusticeOnline Fundraising Manager @ericaeg

Nonprofits use Care2 for:

• Recruiting Donors & Supporters

• Traffic/Branding/Awareness

• Advocacy

• Building Facebook fan base

Citizens use Care2 for:

• Starting or signing petitions

• Volunteering

• Donating $

• Spreading news

• Commenting on blogs

• Starting group (organizing)

• Joining nonprofits

About Care2

Teresa WeaverVice President

OMP

Multichannel Campaigns

Why Does Multichannel Matter?

In 2011, 16% of the new donors gave via on-line gifts up from 9% in 2007

These new donors switch from online giving to offline sources – primarily direct mail

From Target Analytics 2011 Internet and Multichannel Giving Benchmark Report

• Median revenue per donor for multi-channel supporters was $228 compared to $89 for off-line and $113 for online donors.

• First year retention for multi-channel donors was 57% compared to 28% for offline donors, and 23% for online donors.

• Multi-year multi-channel donor retention was 78%, compared to 60% for offline donors, and 49% for online donors.

• Reactivation rate for 1-5 year lapsed multi-channel donors was 21% compared to 11% for offline and 8% of online donors.

Multichannel Donor Metrics

• Establish Campaign Theme-Message or Program Area-Seasonality-Renewal or Membership Campaigns

• Set Campaign Goals-Fundraising Targets-Actions and/or New Activists-Impressions

Creating Campaign Plans

• Direct Mail

• Email Campaigns

• Telemarketing

• Canvassing

• Events

• Peer-to-Peer

• Corporations

• Foundations

• Social Media- Facebook pages and ads- Twitter feeds- Blogs- YouTube Videos

• Text promotions• Banner Ads• Chaperoned Emails• Petition Sites• Earned and Paid Media• Search – Google Grants and Paid

Channel Options

Be Open to New Opportunities

Tens of Thousands in a Captive Audience

Be Open to New Opportunities

Tens of Thousands in a Captive Audience

Do your best to have the campaigns cross all divisions within your organization…

Moving Beyond the Silos

Do your best to have the campaigns cross all divisions within your organization…

…but don’t wait for the perfect opportunity – use what you have now and start planning

how to bring in other channels

Moving Beyond the Silos

How to Use the Channels

• Direct Mail

How to Use the Channels

• Email Campaigns

How to Use the Channels

• Telemarketing

How to Use the Channels

• Canvassing, Events, Peer-to-Peer

How to Use the Channels

• Corporations and Foundations

How to Use the Channels

• New Media

How to Use the Channels

Don’t Forget the Thank You

Thank You Video from charity: water

with an update of the September effort

Thanks to The Agitator – this Video was their featured Monday (03/19) Post

Erica GulsethOnline Fundraising Manager

Earthjustice

Who we are

• World’s largest public interest environmental law firm

• Founded in 1971

• Has represented—without charge—more than a thousand public interest clients

• Strengthens and enforces laws that protect the environment

• $28 million in contributed revenue- 75% from individuals

• $6.1 million from $5K and under donors (Public Support/ Intermediate Giving)

- 19.5% from online gifts (According to Blackbaud’s 2010 Online Giving Report the average is 7.6%)

- 6% from telemarketing

- Bulk of gifts are still through direct mail

• 71,000 current donors - 33,000 (46.5%) have email addresses on file

Who we are

Online

• $1.2 Million YTD

- 40% increase over previous YTD

• Active email list size of 400,000

- 13% are donors

- 4% are online donors

- 75,000 are new to the list in the last 6 months

- 92% have mailing addresses on file

Changes Over Previous Year

Refinement and testing of cross-channel integration efforts

Refined online list growth efforts - Advocacy-based list growth (Care2)- Email appends- Cross promotion with other groups

Care2 Tip: time campaigns around issue or around offline efforts (acquisition mailing, telemarketing campaigns, work you know you will be doing)

20-25% conversion through offline channels

18-24 month return on investment

WHY?- Higher average gift- Lower cost- Easier to make donors cross channel donors

HOW? -Online list growth (higher prospect pool)-Mail driven through URL and unique URLs, email box, petitions with email ask, etc.-Pre and post email efforts

Changes (cont’d)

Drive to GrowOnline Revenue

ONLINE…is growing-Donors are younger and wealthier-Higher average gifts, low overhead

MAIL-Expensive channel-Bulk of money is still raised through the mail

TELEMARKETING-Most expensive channel-Many donors are still telemarketing responsive-Can’t discontinue any channel, but can use channels more effectively

MajorChannels

• Higher average gifts at lower costs• Donors give more over time• Donors through multiple channels are gold—more than 2

times as valuable than single channel donors.

Statistic: Cross-channel donors are worth more:• 1.5x online-acquired donors who stay online• 2.7x offline-acquired donors

WhyIntegrate?

• Integration Test: Final Renewal Mailing/Email (July 2011)-Sent integrated email/mail piece to unresponsive renewal

Integrated Fundraising Test #2

donors

Question: Are these donors more responsive simply because we have an email address for them. Are they naturally more engaged?

ResultsTest #1

• Integration Test: 1st Year-End Mailing/Email (October 2011)-Sent integrated pre-email/mail piece to half of donors with email

Integrated Fundraising Test #2

addresses. Did not email the other half.

Results Test #2

• Pre (vs. Post) Renewal Email/Telemarketing/

Integrated Fundraising Test #3

Mailing/Web

• (Pre vs.) Post Renewal Email/Telemarketing/

Integrated Fundraising Test #3

Mailing/Web

• Online appeals• Higher average gifts/increases response

• Mail appeals/telemarketing

• 20-25% of online list members convert into donors through DM/TM

• Everyone with an email address gets:• Action alerts (~2-3/month)• Fundraising Appeals (~2-3/month depending on who you are)• Monthly e-newsletter (1/month)• Other informational updates and cultivation messages

(~1-2/month)

What are we doing?

offline donors

online donorsand prospects

• Send donor update emails to offline donors with email addresses (huge opportunity)

• Allow people to share on social media when they make a gift online

Other waysto integrate

• Send fundraising asks out via social media

• Mobile-May 2012

• Pre & post telemarketing emails

• Greater monthly giving push to online members

• Better $1,000+ integration-Branded William O. Douglas Society ($1,000 - $5,000)

• More testing (pre vs. post emails, etc.)

What will webe doing?

Questions?

Contact:Erica Gulseth, Online Fundraising Manager

egulseth@earthjustice.org (Email) @ericaeg (Twitter) linkedin.com/in/ericaeg (LinkedIn)

Questions and Contact Us

Teresa Weaver tweaver@OMPDirect.com OMPVice President, Client Services

Erica Gulseth egulseth@earthjustice.org EarthjusticeOnline Fundraising Manager @ericaeg

Ashley Hansen ashleyh@care2team.com Care2Director of Nonprofit Services @luvthemtns