Finalfinal blackbaud and hjc session may 31 2012 mwj (2)
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Transcript of Finalfinal blackbaud and hjc session may 31 2012 mwj (2)
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UNCOVERING INTEGRATED FUNDRAISING BEST PRACTICES –FOR HEALTH-RELATED ORGANIZATIONS IN CANADA
Presented by:
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Who Am I?
Michael Johnston
President and Founder, hjc
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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!
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The current reality – what you told us
• Over 30 organizations answered the questionnaire
• Here’s what you’ve told us – and your peers
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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 know
0% online / 100% offline
5% online / 95% offline
10% online / 90% offline
15% online / 85% offline
20% online / 80% offline
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You are slightly higher than other verticals
26%
48%
11%
4%
11%
What is the average size of indiviudal donation to your organization?
$10-$49
$50-$99
$100-$149
$200-$249
$250 or more
Is this a middle donor gift opportunity?
QUESTION ONE: How many of you have a middle donor program?
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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%
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Two surprises...
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Recurring monthly giving Planned giving Special events Peer-to-peer fundraising Annual/regular giving campaigns
Through which of the following sources does your organization receive donations? Select all that apply.
??
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Maximizing peer 2 peer
• third party event portals• memorial/tribute/honour giving• virtual galas to compliment real galas
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Too manual
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Leveraging online
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Going even farther
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Peer to Peer and Memorial Giving
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Peer to Peer and Memorial Giving
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Stand Alone Online Campaigns
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You are lower than other verticals
8%
4%
31%
27%
15%
11%
4%
What is closest to the average size of your recurring monthly gifts?
I don't know
Less than $10
$10
$15
$20
$25
$35 or more
$10
Question 2: How many of you use the phone to upgrade your monthly donors?
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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 know
0%-5%
6%-10%
31% or more
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Create a visual monthly giving program brand and use it consistently
• Make it mission and brand related – not generic monthly giving
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6/1/2012 proprietary and confidential
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Create some benefits and exclusivity around being a monthly donor
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You are ‘punching under weight’
23%
23%
18%
18%
14%
4%
Approximately what percent of your annual fundraisinig revenue comes from planned gifts?
I don't know
0%-5%
6%-10%
11%-20%
21%-30%
31% or more
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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...
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Get information for many departments…
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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
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Events are important – but how can you do them more effectively?
10%
31%
35%
17%
7%
What percentage of your annual fundraising is done through events?
I don't know
0-19%
20-39%
40-59%
60% or more
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Proprietary and Confidential29
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Proprietary and Confidential30
1. Average raised per committee member: $17,129.83
2. Top 3 committee fundraisers raised $189,252
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You are a very traditional channel vertical
71%
11%
7%
3%4%
4%
Which channel is most important to your annual/regular giving program?
Direct Mail
Face-to-face
Phone
Radiothon
Online
Events
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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.
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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
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eCard
DM engagement device
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RESULTS AND LEARNINGS
Overall 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 worked
3. Big Breakthrough #3: More emails, with personalization and e-cards, led to more money online
4. 60% increase in revenue from the year before by combining direct mail and online – with the data used from RE
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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?
Online
Events
Face-to-face
Direct Mail
Phone
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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
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Ambivalent on hand helds?
21%
54%
25%
How interested are you in using mobile giving to raise money?
Very interested
Somewhat interested
Not Interested
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Very, very early days
83%
14%
3%
Do you currently use mobile giving?
No
Yes
I don't know
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DONOR EXPERIENCE STAFF PRODUCTIVITYVS.
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The raiser’s Edge Mobile app
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Newer, not older web sites?
69%
17%
7%
4%3%
How many years ago did you last redesign your website?
Less than 2 years
3-4 years
5-6 years
7 or more years
I don't know
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Newer, not older web sites?
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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 kilometers
5-9 kilometers
10-14 kilometers
15-19 kilometers
20+ kilometers
I don't know
Question 3: How many of you have KPIs for visits for larger gift giving?
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Opportunity for more intimate contact?
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Opportunity for more intimate contact?
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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
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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