Performance Fundraising - Fundraising Innovation and Growth

FUNDRAISING INNOVATION AND GROWTH -- A NONPROFIT INDUSTRY PERSPECTIVE—

© 2015 Merkle. All Rights Reserved. Confidential2

Nonprofit Industry Trends

Decline in Direct Mail Performance

Consumer Flightto Digital

Reliance on Fundraising Portfolio

Three industry trends driving nonprofit marketers to focus on the donor

Watch this presentation in Merkle’s Donor-Centric Fundraising: Challenges, Opportunities & Digital Integration on-demand webinar series.

http://bit.ly/1REzZ51





Decline in Direct Mail Performance Respond to Mail3

1987 2011 2012 2013

2015 DMA Statistical Fact Book, Nonprofit Mail Volume

2015 DMA Statistical Fact Book, Nonprofit Mail Treatment, Letter-size Envelope

1987 2012 2013

2015 DMA Statistical Fact Book, Mail Reaction by Industry, Charities

1987 2012 2013

Consumers are reading less mail Consumer are responding to less mail

Nonprofits are mailing less







Consumer Flight to Digital

0

10

20

30

40

50

60

70

80

90

100Percent of Daily Consumer Time Spent using Media (US Adults)1

Digital Media

Offline Media

Mobile Media

2010 2011 2012 2013 20141eMarketer, Daily Time Spent with Media Among US Consumers, 2010-2014, January 2015







Nonprofits Are Responding, But Online Results Are Lagging Consumer Shift

2 2014 Blackbaud Charitable Giving Report, February 2015

1 Survey of Nonprofit Email Performance, Merkle Inc., August 2015

3 Same as #2

53%Average % of nonprofit email

opened using a mobile device 1

8.9%Online giving growth in 2014.

Compared to 2.1% growth in giving overall 2

6.7%Online giving portion of overall

fundraising revenue 3







Reliance on Fundraising Portfolio Adds More Complexity to Marketing

1 Survey of Philanthropy 100 Nonprofits, September

2015, Merkle Inc.

9.1 Average number of

direct marketing driven fundraising

programs 1

EVENTS

1X GIVING CHILDSPONSORS

GIFT CATALOG

HONORMEMORIAL

SUSTAINER

SUSTAINERDISASTER







How Do Nonprofits Respond to These Challenges?

Put the donor at thecenter of your

fundraising

But, what does this really mean?

TV/Video

DM/Email

Display

Print

Search

Social

Major Givin

g

Ride Even

t

Walk Event

Gale EventCall Center

Web

Telemarketing

Run Even

t







We Agree that This is the Right Donor Experience

Susan

Prospect Paid Social Organic Search

Display

Email But, how do we do this?

WebsiteDirect Mail

Paid Search Donation Page







An Example to Help Define the Donor-Centered Approach

CHALLENGEBuild a monthly giving program, starting with

upgrade of 1x donors.

OBJECTIVES• Build a recurring revenue stream

• Develop and test it in existing channels

• Scale (later) in new acquisition channels






Watch the full presentation in Merkle’s

Donor-Centric Fundraising: Challenges, Opportunities &

Digital Integration on-demand webinar series.

Jeff PatrickChief Strategy Officer, VP Nonprofit

Merkle [email protected]






mailto:[email protected]