une approche à 360° pour comprendre comment la stratégie online

Proprietary and Confidential1

Une approche a 360°pour comprendre commentla strategie online peut renforcer l’esemble de

votre strategie fundraising


Camembert de la collecte de fonds en France


Un nombre d’utilisateurs importants…

•29 millions d’internautes dont 90 % connectésen haut débit.

•49% se connectent tous les jours. (France, 3èmepays Européen)

•25 % des internautes interrogés déclarentavoir visité au moins un blog dans le mois encours et plus de 18% en ont déjà publiés un.(France, 1er pays au monde)

•11 % des internautes utilisent des flux RSS et14% utilisent des podcast. Ipsos-Media, septembre 2006

Journal du Net, december 2006Médiamétrie // NetRatings 2007Médiamétrie -eStat - CybereStat 2007


Une part relativement mineure mais…

Nature Montant Collecté Pourcentage

Chèque et Autres 281 043 857 ! 82%

Prélèvement Automatique 57 484 093 ! 17%

Don en ligne 3 299 073 ! 1%

TOTAL 341 827 023 ! 100%

Source : Unogep - Baromètre de la Générosité 2006 - 23 associations membres


US

Online donors Offline donors

Charities 110,00 ! 40,00 !FR

3 fois plus !!

2 fois plus!!

Les donateurs online sont de meilleurs qualités

… un don moyen 3 fois plus important…

ePhilanthropy.orgUNOGEP 2006


What are we going to talk about in ourintegration session?

A definition

The reasons to integrate

Proving through case studies whether it’sworth integrating old and new mediafundraising


Integration Defined

Definition - Integrate:

Make into a whole, complete

Bring together (parts) into a whole.


Why Integrate?

• We make more money

• We have better relationships e.g. better LTV

• We have more active donors e.g. improved response rates

• We often call these effects ‘the Halo effect’

• A planned marketing mix is more effective than a randomselection of distribution channels ]

• What else?


Online connects to all fundraising


Area of potential integration #1: directmail and the online enviroment


Direct Mail integration (coordinating messaging)

Amnesty’s direct mail renewal package maintains the same look…


Direct Mail integration (with landing page)

…and feel as the online landing page to renew a donor…


Direct Mail integration (with giving form)

…and is shared with the online giving form


Direct Mail integration (with email)


Results

• Approximately .1 - .3% conversion permailing with the majority of donorschoosing monthly giving over single giftgiving

• Increasingly in every mailing• Approximately 50% increase in online gift

compared to dm offline gift amount


Direct Mail Integration Tips

• Is your organization’s email address clear and easyfor donors to find? Is it part of their address sectionon the reply coupons so they will automate think offilling it out?

• Is your URL clear and easy to read on all direct mailpieces?

• Under your contact information, does your direct mailhave a section for more information?

• Does it mention your website or a email addressdonors could use to ask their question?

• Where are your URL & email coordinates located?Are they on the letter, reply coupon and outerenvelope?



• Does the monthly giving section include an onlineoption? For example, if you would like to sign-up asa monthly giving partner, please visit our website atwww.yourorg.org

• In your direct mail packages, do you ask donors ifthey would like to receive correspondence via email?

• Use drip marketing with each package. Ask yourdirect mail donors a question to gather a portfolioregarding their giving preferences, giving online, howthey would like to receive correspondence, etc.?

• Ask your direct mail donors if they would like toreceive an e-newsletter?



• Introduce new campaign through direct mailpackages and tell your donors to find outmore information, visit the website at the linklocation.

• Ask your direct mail donors to fill out asupporter survey online at the link location


Area of potential integration #2:Integrating the phone and online


Integration with Telemarketing

• Called online non-donors who hadtaken one action online in March 2005

• Total phone match: Approx. 20,000

• Results:– Online activist pledge rate: 21%– Online activist average pledge:

$27.38– Now… has anyone got warm email

lists?!


The phone…


The phone…

• Four test streams…1. Three email only solicitations streams

(different content)2. Web donors who’ll receive phone call3. Phone donors who gave over phone will

receive conversion callHow did the single gift online donors convert to

monthly giving?


Results …

• Results were good, 13% conversion rate for web tophone vs. .2% for web to email and 7% to phone tophone

• 70% of donors are monthlies, the rest are single gift• $11 per month average• $53 single gift average• An immediate 2:1 ROI and an LTV profit of over $1

million dollars!• These donors are NOT on the Oxfam data base and

are new, first time donors


Results …

• So we know that flash philanthropy and warm onlineactivists can be effectively reached through thephone

• It builds trust so it can convert activists to donors• And it can convert online OTG donors to monthly

donors


Quick Wins: How do we convert our phonevendors to integrated fundraising?

• Real time processing. Your phone vendorcan process single gifts in real time throughits window/web environment. Their callerscan process credit card gifts immediately.

• E-tax receipting. Donors expect to receivean e-tax receipt if they want one. Thisdepends on the country. If it makes sense,have callers send an e-tax receipt for singlegifts immediately after having the giftconfirmed as processed.


How do we convert our phone vendors tointegrated fundraising?

• Test an electronic pledge fulfillmentpackage. Your vendor, will your help, willsend a paper based pledge fulfillmentpackage to those who pledge, but don’tconsummate the gift on the phone. Youwould then work with your phone vendor tocreate the electronic equivalent of thepledge fulfillment package and then test itagainst a control cell of paper pledgefulfillment recipients.


How do we convert our phone vendors tointegrated fundraising?

• Be prepared to ask for an email in thescript and be prepared to do somethingwith it. Your organization should ask for anemail in the calling script, but be prepared tohave regular email communication andsolicitations during the year.


Less than Quick Wins: How do we convert ourphone vendors to integrated fundraising?

• Test a video/interactive piece as part ofthe either the thank you follow up orpledge fulfillment piece. If yourorganization has powerful images,interactive content, or video content thatcould be sent via email and the web todonors or pledgers, then you may inspiresecond gifts from receipted online donorsand fulfilled pledges from pledgers.


Less than Quick Wins: How do we convert ourphone vendors to integrated fundraising?

• Give monthly donors over the phone aspecial online area. You might want tocreate a special monthly giving only areaonline. That area may need a password.The content would be about their monthlygift and what they accomplished. In thefuture, that password area could beimproved to be something that’s highlypersonal e.g. review of giving history,personalization of content to the monthlydonor’s tastes.


Does video work embedded in an email or as alink?

• The jury is still out• Our experience shows (in a test on a

database of 800,000 online activists inthe US) that the link was more effective inthe net return

• But we’ve got a long way to test this…


Area of integration potential #2: The TV(DRTV) and the online environment


Three areas for TV and online:a) Driving DRTV/monthly donors online to make their gift –

SOS Children’s Villages Canada and Finland

b) Driving interested citizens to view the end of avideo/learn more/perhaps give – Greenpeace Latin America

and CANFAR

c) Driving interested citizens to follow a celebrity to learnmore on an issue and then discover a low brand awareness

organization – CHF Partners


SOS Children’s Charity: DRTV to the Web


TV to drive people online


Telemarketing – Tribute toHeroes


Results

• United Way of Toronto staff answered calls while online

• Processed the gifts instantly with automated e-commerce tool

• Staff asked donors if they would like to get an automatictax receipt

• United Way of Toronto processed over 6,000 giftsonline (with an average gift of $81, via the telephone)

• sent almost 5,000 electronic tax receipts back to the5,000 individuals who not only gave a gift over thephone but also gave their email address


What are the challenges of TV and online:

1. do you lower overall results if you’d makethem ‘pick up the phone now!’?

2. you have to track activities like click throughsand have a unique giving form to judgeeffectiveness

3. Similarly, tracking of activity must be done


If New Media Fundraising has to help all areas offundraising, then why not legacies…

So.. what about bequest video online?


An integrated e-philanthropy acquisitioncampaign…


Integrated giving form


Viral element - ecard


Google keyword ad


Yahoo keyword ad


Chatelaine.com


Care 2

Dear Friend,

I know you lead a busy life so I’ll make this very brief.

Most likely, your holiday season will be a time of plenty. But forsome many people around the world – this holiday will be astruggle to survive. With your help today, we can make their livesbetter by giving them a donkey.

You heard me correctly – a donkey! Let me explain.

Zahra is a hard working mother who lives in the Bati district ofEthiopia — an area of the country that, for decades, has struggledwith recurring drought and famine.

Once a week, to make ends meet, she walks to market with acouple of her hand-made pieces to sell. Unfortunately…


CKCU Radio Station Appealbutton


The top five results online…

1)keywords2)banners on well known sites - Chatelaine3)banners on CHF web4)email Sweetspot5)email Care26)email current online donors7)direct mail letter to all current donors8)print ad in the National Post9)bookmarks all public libraries - Ottawa10)media release11)interview CBC radio12)interview CTV local news13)radio ad CKCU14)promotion through our Global Ed program15)peer-to-peer emails

#1#2

#5

#4

#3


They spent $20,000 and found 597 donors whogave $39,765 for a 2:1 ROI.

82% of the donors were new donors!

The CHF example reminds me that PR support isvital for integrated campaigns… especially

online…


Oxfam Canada’s www.oxfamunrapped.ca

The radio and online….


Face to Face


Direct Dialog integration


Integration of offline/online/corporate support


Integration


Example of a Workplace Giving Page


Other areas of integration…

• Text and voice

• Communications/PR and Online


MSF Austria

5% of total5% of totaldonations todonations to

tsunamitsunamiMSF AustriaMSF Austria

50% converted50% convertedto monthlyto monthly

givinggivingMSF AustriaMSF Austria


MSF Austria


givinggiving60% said YES60% said YES


givinggivingWould itWould itwork in thework in the

US?US?

282,000 Euros282,000 Eurosin single giftsin single gifts


If integration works why aren’t we doing it?

• What are the barriers to making anintegrated new and old fundraisingschedule?

• If you’ve got one – how did you doit!?


So…

• Integration of video, online, and the phone are vitalfor future relationship building and fundraising

• Make a plan• Choose combinations• Test• Improve• Take risk• Try new things• Let’s put a few combinations together…


Action Timeline Group A (50%) Group B (50%)

#1

Recognition

1 week after

gift purchase

Email primer, we are

sending you something in

the mail.

Brief thank you letter in the

mail.

Brief thank you pho ne call

or BVM.

#2

Follow Up

Email

4 Weeks after

gift purchase

Email Confirmation. Opt in

to e -communications.

Your gift has arrived, how

your gift has made a

difference.

Would you like to be

updated on your gift and

our other projects? Sign up

for en ewsletter.

Email Confirmation. Opt in

to e-communications.

Your gift has arrived, how

your gift has made a

difference.

Would you like to be

updated on your gift and

our other projects? Sign up

for enewsletter.

#3 Send E -

newsletters,

eappeals,

petition s, etc.

Ongoing,

once a month.

The donor then gets put

into the regular stream of

e-communications for six

months. Including gift

updates targeted to gift

type purchased.

The donor then gets put

into the regular stream of

e-communications for six

months. Including gift

updates targeted to gift

type purchased.

#4 Annual

Oxfam

Unwrapped

Tell-a-Friend

campaign

Mid -November, each

person who bought a gift is

challenged to Tell (x#) of

Friends. Perhaps make it a

contest, the person who

tells the most friend s who

refer back to them wins a

________.

Mid -November, each

person who bought a gift is

challenged to Tell (x#) of

Friends. Perhaps make it a

contest, the person who

tells the most friends who

refer back to them wins a

________.

Integrated testing: KISS


Putting and integrated plan together: UJA NY

une approche à 360° pour comprendre comment la stratégie online

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