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Randy BrewerAGRM Pacific District Meeting
The Fundraising Evolution
The Good Old Days
• Meme-o-graphs• Card File Database• “Prayer Letters”• Prospect the Church
Directory and Making Money!
The Good Old Days• All Donors are not created equal. Give or take a few percentage points, 80% of repeat business for goods of services will come from 20% of the donor base.
• Merge/purge names (those that appear on two of more lists) will outpull any single list from which names are extracted.
The Good Old Days• Getting Personal is communicating with your customers and prospects on a Person to Person basis.
These statements are among many made in the early 1980s by DMA and AFP Hall of Famer, Bob Hemmings. They remain true today.
Direct Mail All Grown Up• Donor Software• Personalized Appeals• Segmentation• Fundraising Agencies• Targeted Rental List Acquisition• Handwritten Mailings• Duplex Laser and Color Signatures
Direct Mail All Grown Up• 554,000,000 pieces of processed daily on
average.• $45.8 billion spent on direct mail in 2011.• 79% of professionals consider direct mail
effective or very effective.Deliver Magazine June 2012
Direct Mail All Grown Up• 80% of funds come in response to direct mail.• 35%+ of online donations originate from mail. • Mail respondents are 78% more likely to make
a second gift online than those responding to an online solicitation.
• Much more likely to continue to give through online channels.
The reverse is not true. *CDS Global, Sept. 2012
The Advent of Space Ads• The early years…and a 2x2 space ad.• This grew into national newspaper campaigns.
• Today no mission is doing newspaper space advertising.
Newspaper Multi-Media • Space Ads give way to FSIs.– Oversized vs. Mini– Multi-month Runs– Daily or Weekly Newspapers • Reach & Frequency
• And Print Leads to Banner and Online Ads.
Early Websites
Little more than an online brochure. It was monologue-based, information with no interactivity and no giving or response mechanisms.
Mixed Media
Media 1 8 15 22 29 5 12 19 26 3 10 17 24
Phase I P.R. Reach
Phase II Mail 65,000 X X X XFSI 25,000 X
Print 22 x Circ. Th
anks
giv
ing
Ch
rist
mas
Thanksgiving Holiday Christmas Holiday
OCTOBER NOVEMBER DECEMBER
Sample Schedule
Digital Marketing
*The Online Yield From Direct Mail Thu, Sep 06 2012
• Analysts matched first-time online gifts against rental lists used in for their mission acquisition campaigns. A median of 35% of first-time online gifts were matched back — with highs of 62% and 60% in two cases.
• Non-profit online fundraising grew for a second year in a row. • Rights-based groups and advocacy saw the sharpest increases.• One-time gifts remain the largest portion but monthly giving is growing the fastest.
*2012 eNonprofit Benchmark Study
Social Media Revolution
Users responded that they watched TV for 141 minutes a day. But they spent 144 minutes a day—26% of the nine hours they used various media—with their phones.
Multi-Channel Integration
• Nonprofit are getting 5% or less of $ online. • 80% of those gifts are immediately after mail is delivered –
mail recipients giving online. • Ultimate goal is multi-channel communication. • Multi-channel donors have higher response
and gifts.
Summary • The One Constant in Life is Change.• The More Things Change, The More They Stay
the Same.• TEST, TEST, TEST!• Never be Satisfied.
