Six Simple Strategies for Nonprofit Success Allegra Marketing Print Mail Corona, CA
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Transcript of Six Simple Strategies for Nonprofit Success Allegra Marketing Print Mail Corona, CA
Six Simple Strategies for Nonprofit Success!
Presented byEugene & Paula Montanez
Erika Leon
March 6, 2014
1. Know More About Your Donors2. Know Where the Clones Are3. Be Personal4. Be Relevant & Engaging5. Use Referral Power6. Make Website “Convenient” 7. Mobile Optimized Website On Word
Press
The Six Strategies for Nonprofit Success
Know the “Known” of Today
5,000 Per dayNotice about 50Remember only 4 or 5
What you are up against: Competition of Attention
Source: Wizards of Ads, Roy H. Williams citing Yankelovich study, USPS Study delivered to PIA Variable Data Conference, January 2007
Know the “Known” of Today
What you’re up against: Competition for Donations
– 1.8 million nonprofits in U.S. – 160,000 in California– Hundreds in Riverside County
Know the “Known” of Today
Your “competitors” are noisy– 93% major donor cultivation– 92% face-to-face fundraising– 91% website donations– 89% special events– 86% direct mail – 86% matching gifts– 85% automatic donations– 79% planned gifts/bequests– 72% email– 56% social networking– 32% telemarketing– 18% Text messaging– 13% door-to-door
Source: Blackbaud 2010 State of the Non-Profit Industry Survey
More Media Options
14%16%17%
21%24%
31%29%30%
32%34%
37%39%39%40%40%41%
43%45%
54%57%
63%71%72%
89%
0% 20% 40% 60% 80% 100%
PodcastsMobile messagingMobile advertising
Video (e.g., YouTube)Blogs
WebinarsOutdoor - Billboard, Signage
InsertsTelemarketing
Broadcast - RadioBroadcast - TV
CatalogNewspaper ads
Printed DirectorySocial networks
Display/Banner adsSearch engine marketing
Online directory listingMagazine adsTrade shows
Event sponsorshipE-mail
Direct mailCompany Website
Percentage of Respondents
Which of the following media types does your company use for marketing?
ElectronicPrint
Multiple Responses Permitted
Source: Capturing the Cross-Media Direct Marketing Opportunity, InfoTrends, 2010
More Access Options
Which of the following devices does your household currently own?
Source: Pew Research Center’s Internet & American Life Project, August 9-September 13, 2010 Tracking Survey.
• According to Forrester Research, U.S. mobile retail sales are expected to top $12 billion in 2013
• At least 25% of U.S. smartphone users have made a purchase on their phones in the last six months
• Mobile commerce grew at a triple digit pace in 2012
As of Q1 2013, more than half of all U.S. adults, and 48% of Canadians, owned a smartphone.
Mobile Commerce Stats
The Growth of Online Giving
The Internet is becoming an increasingly significant source of giving and of new donor acquisition.
Direct Mail Response Preferences
43% of people prefer to respond to direct marketing online.
Every direct marketing campaign must include an effective online response
option.
Source: Study conducted by the Direct Marketing Association (DMA).
Online-acquired donors are reported to be younger than mail-acquired donors.
Source: 2011 donorCentrics™ Internet and Multichannel Giving Benchmarking Report
Demographic Differences
- Findings from the 2011 donorCentrics™ Internet and Multichannel Giving Benchmarking Report suggest that…
Although direct mail remains the dominant channel for new donor acquisitions, it has been increasingly common for new donors to give their first gift online.
Online-acquired donors tend to give larger gifts than mail-acquired donors.
Online-acquired donors tend to have slightly lower retention rates than mail-acquired donors.
Trends in Online Giving
Trends in the Percent of Donors Giving Online * 2011 donorCentrics™ Internet and Multichannel Giving Benchmarking Report
9%
12%
16%14%
5% 5%6%
7% 7%
10%9%
8%
New Donors Multi-Year Donors All Donors
2007
2008
2009
2010
2007
2009
2008
2010
2007
2008
2009
2010
Trends in Online Giving
Source: Blackbaud 2010 State of the Nonprofit Industry Survey
When asked to rank the fundraising efforts that are the top drivers of donations to the organization, respondents said:
Direct Mail
One-on-One Solicitation of major donors
Special Events
Top Donation Drivers
So … What’s “Known”?
• Bad News -- Harder to get noticed• More general noise• More competitive noise• More media channels• More devices to access info
• Good news -- Mail is best-performing medium• Personalization enhances mail• Web presence enhances mail
• Other News -- Online giving on the rise…preferred by many• Online givers are premium givers• Online givers are younger givers
So…What to do?
– Append data so you can• Be personal and relevant• Know how and when to escalate• Know how to clone to attract more
– What you can/should learn• Donation frequency, consistency, amounts• Basic demographics; age, gender, family status, home
ownership, income, active donor• Psychographics: hobbies, special interests, religion,
political affiliations, pet ownership, affinity for your cause
Strategy #1: Know Your Donors
• Since mail is the thing … and personalization is critical
• Know how to clone … or come close– Consumer lifestyle databases with more than three
dozen selections available• Experian Acxiom• InfoUSA AmeriList
– Donor databases with rich demographic selections, as well as cause affinity
• 2,066 donor files available through Allegra
Strategy #2: Know Where the Clones Are
Strategy #3: Personalize
Response Rates: Static vs. Personalized
Introducing “PURLs”
Because: • Mail is the thing• Personalization is key• People want online access
Personalized “Giving” Site
- recipient’s name (Jane Doe)- a campaign-specific domain name
www.JaneDoe.Goinggreencampaign.com
Web address to capture online responses to a direct mail promotion. Includes:
How It Works
Step 1
Identify Campaign Recipients
Step 2 Send Direct Mail
w/PURL
Step 4 Thank You Email to
Recipient
Step 3 Personalized Landing Page
Step 5 Fulfillment of Offer/Phone
Call
Use a Personalized Giving Site
• Build a two-way relationship
• Deepen understanding of your donors
• Get instant feedback in real time
• Add measurability to your campaign
The average Personalized URL visit rate for nonprofit organizations was 10.8%
Source: Carlson, 2010
QR Codes for instant engagement
Quick Response (QR) barcodes Created in Japan in 1994 2D barcode that hold 4,296 alphanumeric
characters Contains: phone, URL, contact info, text Scannable by smartphones
Strategy #4: Be Relevant and Engaging
How a QR Code Works
Point your camera phone at the QR Code.
Snap a picture The QR Code will decode instantly
You’ll be brought to the
webpage
Creating a QR Code
You can create a QR code at no costhttp://qrcode.kaywa.com/
http://www.qurify.com
If you want tracking built in or a personalized QR code for each recipient, that requires
additional work, we can help you with that.
Scanning a QR Code
Several QR Readers (most available at no cost)
- Quick Mark - NeoReader- OptiScan - Barcode Scanner- ScanLife- TagReader
QR Code Uses
Uses• YouTube Video• Donation Request• Special Event Calendar• Event Registration• Coupon• Product Demonstration
• http://AllegraCorona.com/mobile/
Where to put QR Codes:• Direct Mail Piece• Business Card• Poster• Mug• Window Decals• Signs• Magazine/Newspaper
Ad
QR Do’s & Don’ts
DO:• Send them to a mobile-friendly site that is
optimized for mobile viewing• Link to content that matters• Provide instructions on how to use them• Make sure they work
DON’T:• Just send them to your home page
Strategy #5: Referral Power
• “76% of all economic activity in the U.S. is influenced by personal recommendations.”- eMarketer
• “9 out of 10 people trust the recommendations of a friend while only 1 in 10 trust traditional advertising.” - Forrester Research
• “The average value of a referred customer is at least 16% higher than a non-referred customer.” - Goethe University
How an automated referral system works:• Build a microsite• Push members/donors to site• Members/donors become advocates
and request others to join/donate– Auto email feature– Direct mail to members/donors– Referral cards handed out– Ads/QR codes in newsletters,
mailers
Referral Power
Referral Website
Postcard
• Don’t make visitors have to think. Visitors must identify what your organization does within seconds from the home page.
• Is your donate button easily found within 1-2 seconds?
• Post photos that make sense to your organization. Don’t make visitors have to think about what it is and why it’s there.
• Don’t be boring. Fundraising is an emotional engagement so leave off the mission statement from the home page.
• Have links to other opportunities of engagement: events, newsletter, social network sites etc.
• Be media-friendly … have a page for reporters
• Be volunteer-friendly … have content for them
Strategy #6: Be Convenient
Website Example
Questions?
Talk to us! We’d like to learn your organization’s fundraising challenges, and
talk about ways we can help.
• Allegra Marketing Print Mail• Formerly ZAP Printing & Graphics - 951-734-8181• 127 Radio Road - Corona, CA 92879• Corona , Riverside & Eastvale
• Direct Mail Copywriting Quality Full-Color Printing• List Sourcing & Management Marketing Planning
Mailing Services• Signs & Banners Website Design• Graphic Design Email Marketing Promotional
Products
Thank You!
For more information, contact: Allegra Marketing Print Mail
951-734-8181AllegraCorona.com
[email protected]@AllegraCorona.com