THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT...

THE FUTUREIS NOWSTRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

2013 WASHINGTON NONPROFIT CONFERENCE

Integrating Retargeting Solutions to Increase Revenue from Engaged Donors

Bill McCarthyRob RegerDennis McCarthyGrace Leonardo

THE FUTURE IS NOWSTRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS


Case Study: Southwest Indian Foundation



About Southwest Indian FoundationHow we started … Mission: lessen the poverty and unemployment

among the Native Americans of the Southwest.

Donor contributions make up about 22% of revenues; catalog brings in about 35%. (remainder from grants, bequests, and employment projects.)

Primary donation channel is direct mail.



Objectives Build cause awareness with a multi-

channel (eventually omnichannel) strategy Program to drive product purchases and

donations Increase online visitor touch points Online metrics/benchmarks to define

success



Efforts so far … Explored:

Social media (Facebook)Rich mediaEmailSEODirect mail (catalog)



Why Site Retargeting Extremely cost-effective way to market to

already engaged users A must-have in any marketing plan in

almost every industry Successful with catalog marketers (some

similarities to nonprofits)



Site Retargeting 101

Consumer visits web siteCookie placed in

consumers browser

Target that consumer with display ads across

1000’s of websites



Benefits of Site RetargetingIncreases cause awarenessKeeps a conversation going with engaged

donors/visitorsCan be a complement to other ad

campaigns or stand alone



Marketing is not…

Campaign Conversation

Marketing is…

One-WayFixed durationLinearSpecific ChannelsBrand-DrivenMedia-Driven

EngagementContinuousOrganicOmnichannelCustomer-DrivenAudience-Centric



Campaign Guidelines More than one banner ad More than one page Expand your scale Length of campaign The more you invest in the display channel,

the better it performs



Measures of Success

Click through rate (CTR) is not the best indicator of campaign success.

Return on ad spend (ROAS) is the metric that can be used among all online channels.



Retargeting & Brand Awareness“Though search and other forms of retargeting are often

used to nudge consumers further down the purchase funnel, the study found a good portion of brands and agencies also use it for more brand-based objectives, such as increasing brand awareness and stealing market share from competitors.”

- eMarketer (http://www.emarketer.com/Article/Marketers-Turn-Search-Retargeting-Branding-Direct-Response-Goals/1009292)

http://www.emarketer.com/Article/Marketers-Turn-Search-Retargeting-Branding-Direct-Response-Goals/1009292





Retargeting & Brand Awareness



RESULTSSWIF successfully raised purchase rates with site retargeting campaigns.

Fall Campaign – 2.3:1 ROAS Holiday Campaign– 1.5:1 ROAS Donor campaign – 1:1 ROAS



Next Steps for SWIF Incorporate Epsilon’s TargetDisplay

Housefile Retargeting in Fall of 2013 Leverage display programs to enhance

lower performing segments of the product buyer and donor groups

Improve the donor pages specifically to maximize the users experience and drive more donations.



NFP Site Retargeting Guidelines Leverage the success of online catalog marketers

Explore a method to increase cause awareness and purchases through banner ads

Focus banner ads to increase donations and purchases



The Full Display Advertising View

Retargeting is just part of the picture…..

Leverage different types of data through the display channel to meet all objectives.

Acquisition

RetentionCross-sell

Winback



Case Study: Leveraging Data for Integrated Marketing – increasing ROI


STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

THE FUTURE IS NOW


Who were Weber & Fechner• And why are they important to integrated

marketing and contact cadence?

dp = K ds/S


THE FUTURE IS NOW

Compare and contrast…2013 WASHINGTON NONPROFIT CONFERENCE


So do spend a moment and review who is receptive and why people respond to Integrated Marketing


Supporter Landscape

ANNUALGIVING

DONATED BYCHECK BY MAIL

PRIMARY CHANNELS

REGULARLY ON FACEBOOK

Matures

39M

POPULATION

Boomers Gen X

$$$$$$

78M

POPULATION

$$$$$

62M

POPULATION

$$$$$

Source: Next Generation of American Giving, Convio, 2010


30% 40% 50% 60% 70% 80% 90%$0

$100

$200

$300

$400

$500

$600

$700

$800

$900

$1,000

$1,100

$1,200

% Giving

Tota

l Ann

ual G

ivin

g

Boomers

Gen X

Matures

Gen Y

b. 1965-198058% Give35.9M donors$796 yr/avg4.2 charities



b. ≤194579% Give30.8M donors$1066 yr/avg6.3 charities

Generational Giving StudySize of each pie is significant – represents total population of each



Now let’s spend how we think about audience identification…


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• Now what segments have worked..• RFM• HPC• HPC18, 24…• Cumulative/total valueSo what have we not looked at….

personas ( behavioral & transactional cohorts)

So how have we identified who…

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Let’s look at personas…Many of the marketing services organizations have deployed clusters/personas

Tend to be difficult to useNot focused on non profits.....


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Loyalty Insights…as an option• Tippers - New donors to you and most frequently single-gift donors to other

organizations in your sector and the Coop overall. • Constant Low Dollar - Low dollar donors to you and in the Coop.• Not That Into You - Highly philanthropic donors to the Coop who have given only a

few gifts to you over many years. These are VIP donors to others, but not yet to you.

• New and Noteworthy - are newish donors to you who are highly philanthropic in the Coop and give a higher than average gift size. These names have high LDV potential.

• Truly Connected To You - Give to very few Coop organizations and give on average twice as many gifts to you. These people are both planned gift and major gift prospects

THE FUTURE IS NOW

More personas• Truly Connected To You - Give to very few Coop organizations and give on average

twice as• many gifts to you. The gift size they give you is LARGER than the gifts to others.

These people are both planned gift and major gift prospects .• Habitually Generous - Highly philanthropic to you and in the Coop but no noticeable

preference• for you compared to other organizations. They are prolific givers to you and others.

As such,• most of these donors are the LEAST likely to upgrade; they help everyone and don’t

play favorites.• Best of the Best - Highly philanthropic to you and in the Coop but give you twice as

much money annually as they give to other organizations.


THE FUTURE IS NOW




Let’s look at an example…. L.W. Robbins tested this tool to consider a Reduced Contact Strategy

For the “Tippers” and “Not That Into You” groups, LW Robbins tested a reduced contact strategy that decreases the number of annual appeals from 13 to 6.

If the loyalty model is validated, these donors will be less likely to give again and our resources from a standard 13-appeal schedule would be better spent elsewhere.

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Reduced contact strategy


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Planned giving prospects: Truly Connected

LW Robbins selected “Truly Connected” donors who did NOT meet the planned giving select criteria (criteria is combination of age, giving, loyalty, affinity).

Sent a direct mail bequest lead generation package.

• Response rate was nearly 3x the overall campaign.


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Let’s explode another myth – there’s no or a limited role for

social in integrated marketing….


THE FUTURE IS NOW

Case study with Small Act and CARE

Introduction – SmallAct is D.C. based firm deeply rooted in social media analysis and social crm.

They and CARE engaged in a study of to understand the value of social media as an engagement channel for CAREʼs donors.

•To determine if social media and social media data (SocialData) could help “non-social”parts of the organization (such as activism, direct mail, events, development) execute their campaigns/efforts more efficiently and effectively.


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And here’s what they learned

• All giving mediums are influenced by social.• Constituents who just have a LinkedIn profiles give more,

even more than if they have a Twitter handle or a Facebook account

• Social people take more action; in fact up to 400% more likely to take an action than a non-social person!

• There is a bit of an inverse relationship between activists and donors in social networks


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THE FUTURE IS NOW


And now your homework


THE FUTURE IS NOW


• Integrated Marketing Advisory Board:http://www.imabgroup.net/

• Npengage bloghttp://www.npengage.com/

• The Blackbaud Index 2012https://www.blackbaud.com/page.aspx?pid=805

• donorCentrics Internet & Multichannel Giving Benchmarking Reportwww.blackbaud.com/multichannel

• SmallAct & Casey Goldenhttp://www.smallact.com/

Special thanks to my friends at LW Robbins and Amergent allowing me to re-purpose their content…

Reading Material and resources



http://www.imabgroup.net/

http://www.npengage.com/

https://www.blackbaud.com/page.aspx?pid=805

http://www.blackbaud.com/multichannel

http://www.smallact.com/



Thank You!“Utilizing an Integrated Marketing Solution to Increase Revenue from Existing Donors”

Bill McCarthyCEO, Southwest Indian [email protected]

Rob RegerSVP, Epsilon Data [email protected]

Dennis McCarthyVice President of Strategy, [email protected]

Grace LeonardoSenior Director, [email protected]

THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT...

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