Transforming Donor Renewal Campaigns Using Multiple Channels
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The document discusses strategies for integrating online and offline donor renewal campaigns. It provides case studies from the Royal Children's Hospital Foundation (RCHF) that show how integrating email, websites, peer-to-peer fundraising and direct mail led to increases in new donors, total online income, and average donation amounts. Key tactics that improved results included using email chasers, interactive online donation options, and pursuing email acquisition.
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Transforming Donor Renewal Campaigns Using Multiple Channels
- 1. Transforming donor renewal campaigns using multiple channels Meredith Campbell
- 2. Session Overview Setting the scene Building your online strategy - RCHF case study - Key tips and tricks to get started Integrating offline and online campaigns - RCHF case study - Key tips and tricks to get started Questions?
- 3. Setting the scene What ’s in your tool box? Does your organisation have or use: Email appeals to supporters Email newsletters Website with online donation capacity Peer to peer online fundraising system?
- 4. Building your online strategy RCHF Case Study Income 2008/2009 2009/2010 P2P Renewal $ 5,716.88 $ 89,592.58 P2P Acquisition $ 30,246.95 $ 512,624.25 Online Renewal $ 71,942.61 $ 87,813.42 Online Acquisition $ 61,350.51 $ 146,620.55 Event Registrations $ 41,175.00 $ 273,450.61 Total Online Income $ 210,431.95 $1,110,101.41
- 5. Building your online strategy RCHF Case Study Donor Acquisition 2008/2009 2009/2010 Peer to peer online 554 9,555 Other online 870 1,355 Direct mail 1,016 1,492 Online event registrants 1,887 6,502 Total New Supporters 4,327 18,904
- 6. Peer to Peer Fundraising
- 7. Taking Peer to Peer to New Heights
- 10. Integrating offline and online campaigns
- 13. RCHF Case Study – Kids Christmas Appeal 2010 B105 Christmas Appeal eDM $9,970 donated online, $18,593 offline. Total cost $63. Integrating offline and online campaigns Email Open Rate Benchmark 12% Click throughs Benchmark 0.60% Online Resp. Benchmark 0.08% Total Resp. Chaser 1 21.57% 2.04% 0.49% 1.00% Chaser 2 15.61% 2.34% 1.83% 5.82% Chaser 3 18.74% 3.83% 3.16% 6.33% Total 5.02% 12.25%
- 14. RCHF Case Study – Kids Christmas Appeal 2010 Online Peer to Peer donor eDM fundraising email test. Interactive “Sponsor a Bauble” vs child’s story Tested direct mail chaser to non-reponsive online peer to peer donors. Integrating offline and online campaigns
- 21. RCHF Case Study – Kids Christmas Appeal 2010 Online Peer to Peer Donor eDM Results Integrating offline and online campaigns Email Open Rate Benchmark 12% Click throughs Benchmark 0.6% Online Resp. Benchmark 0.08% Total Resp. Test A Sponsor a Bauble 22.49% 2.75% 0.42% 0.52% Test B Christian ’s Story 23.10% 1.16% 0.11% 0.31% Campaign Sponsor a Bauble 24.37% 1.59% 0.31% 0.63% Test B Chaser 23.06% 1.29% 0.80% 2.79% Test A Chaser 26.38% 2.05% 2.48% 2.92%
- 22. RCHF Case Study – Kids Christmas Appeal 2010 Online peer to peer fundraisers Integrating offline and online campaigns Email Open Rate Benchmark 12% Click throughs Benchmark 0.60% Online Resp. Benchmark 0.08% Total Resp. Under $100 fundraiser 16.85% 1.37% 0.47% 0.61% Over $100 fundraiser 18.45% 1.82% 0.98% 0.98%
- 23. RCHF Case Study – Kids Christmas Appeal 2010 eDM to bought email acquisition list 0.95% response rate (donors/prospects) or a 0.53% response rate (donors/emails sent) DM chaser 0.25% response rate, average donation of $30 Integrating offline and online campaigns Email Open Rate Benchmark 12% Click throughs Benchmark 0.08% Test A Sponsor a Bauble 22.12% 3.32% Test B Christian ’s Story 17.68% 1.91% Campaign Sponsor a Bauble 23.76% 2.56% Chaser 20.69% 1.38%
- 24. RCHF Case Study – Kids Christmas Appeal 2010 DM Donor Renewal – eDM chaser Generated $3,360 online gifts, $12,766.40 offline, average gift over $200 Total cost $29.00 Integrating offline and online campaigns Email Open Rate Benchmark 12% Click throughs Benchmark 0.60% Online Resp. Benchmark 0.13% Total Resp. Chaser 18.45% 1.82% 0.40% 2.23%
- 25. Integrating offline and online campaigns
- 28. RCHF Case Study – Kids Christmas Appeal 2010 Integrating offline and online campaigns
- 29. RCHF Case Study – Kids Christmas Appeal 2010 Key challenges: Collapse of our email marketing service. Better click to conversion tracking needed. Load time for flash apps was not optimal, but alternative donation options were available. Integrating offline and online campaigns
- 30. RCHF Case Study – Kids Christmas Appeal 2010 Key learnings: Interactive online donation solutions. Convert P2P donors to organisational supporters. Pursue email acquisition. Email chasers to DM. Online donor engagement tactics. Integrating offline and online campaigns
- 31. Integrating offline and online campaigns
- 32. Useful references: 2010 eNonprofit Benchmarks Study and Social Media Study The Convio Online Nonprofit Benchmark Study The Network for Good Online Giving Index 2010 “ Internet Management for Nonprofits”, Ted Hart et al “ Groundswell”, Forrester Research Chronicle of Philanthropy Artez.com (podcasts, webinars, Everest case study) Smart people! Integrating offline and online campaigns
Editor's Notes
- #5: RCHF Case Study Implemented at the beginning of the 2009/10 financial year Generating $1,110,101.41 in revenue, an increase of 427% in just one year Increase in new supporters acquired of 337% Increase in the number of online gifts of 1600%. Online income now represents 7.42% of our annual income, a 400% increase on the previous year.
- #7: Key tips and tricks Integrate registration process with online fundraising Segment database and target emails to drive fundraising behaviour Consider targeted incentives Offer personalised fundraising coaching for high minimum events
- #10: Results Average fundraising per participant increased from $34.75 to $73.82; facebook app users raised 2.4 times that of non-users. Total fundraising was $141,737 – up 218%. Of the previous year's fundraising, only $7,000 was donated online. This year online fundraising was almost 100% of funds raised.
- #11: RCHF Case Study – Kids Christmas Appeal 2010 B105 metro and Prime regional radio appeals (phone, online, DM) Retail wall token and merchandise sales (IGA, BigW, Coles etc) Donor direct marketing renewal and acquisition Advertising (television, print, outdoor, digital) Corporate and major gifts
- #12: RCHF Case Study – Kids Christmas Appeal 2010 Integrated branding around Wonder Bauble (except for third party fundraising). Digital advertising and digital renewal, acquisition and cultivation strategies and custom applications. Key challenges – email provider, late DM lodgement precluding mail chaser
- #13: RCHF Case Study – Kids Christmas Appeal 2010 B105 Christmas Appeal eDM Campaign 18 October DM Renewal lodged 9 November First Email Chaser 25 November Second Email Chaser 29 November Radio Appeal launches on-air 9 December Third Email Chaser 10 December On-air appeal ends
- #22: RCHF Case Study – Kids Christmas Appeal 2010 Direct mail chaser achieved 1% response rate with $67 average gift. Combined with eDM, overall response rate for each segment was 2.79% and 2.92% respectively. $6,325 raised online at a cost of $71.84 for email campaigns, average online donation $140. A further $31,200 donated offline, either in response to the direct mail chaser, or by phone and other mail.
- #26: RCHF Case Study – Kids Christmas Appeal 2010 Donor engagement Email postcard Online wonder bauble with messages Television ad Facebook posts Wonder bauble arrival at hospital Follow up postcard
- #29: RCHF Case Study – Kids Christmas Appeal 2010 19% response rate to postcard insert 234 new email addresses, 16 changed email addresses, 68 confirmed no email address. Positive impact on overall DM response rate Email Open rates 58 – 78%, click through rates 25 – 42%
- #32: What ’s next? RCHF Tax Campaign May/June 2011 Sponsor a bead widget on website, facebook tab – including a paypal payment option inside facebook itself. Email and facebook acquisition testing widget vs optimised Joomla donation page