REALITY CHECK: MANAGING MEMBERSHIP IN A DIGITAL WORLD Presented by: - PowerPoint PPT Presentation

Proven Practices in Fundraising Webinar Proven Practices in Fundraising Webinar Proven Practices in Fundraising Webinar REALITY CHECK: MANAGING MEMBERSHIP IN A DIGITAL WORLD

Presented by: Virginia Dambach Dambach & more vdambach@midco.net 701-371-9771 Hosted by: Sarah Tron Allegiance Software, Inc. webinars@allegiancesoftware.com 800-858-7654

Assessing the Touch Point Universe What is available vs. what we’re using in donor communications and solicitations.

Communication with Donors Pre Digital Post Digital •Advanced Segmentation •Website Mail •Coordinated with email •Social Media and social media Mail Web Air Email Air •Appeals •Thank Yous • Local •Newsletters • National

Make Integration Happen The average donor used 3 of 10 giving channels in the prior 12 months. Donors connected to an organization through MULTIPLE communication channels are at least 20% more valuable than donors connected through only one channel.

Available Fundraising Tools Direct Mail FUNDRAISING Outbound TOOLS Calls On-Air Email Web

Coordination is Key A key factor in the success of any integrated marketing effort is having a coordinated plan. Who communicates with donors? • Membership? • Promotion/Marketing? • Are communications targeted ? •

Target Communication Plans

Using the Tools that Work If it’s a digital world, why are we still using so much direct mail?

Mail Continues to Work 81% of American households open direct mail. Direct Mail is the quickest and most cost efficient way to build a large file of donors who will make on-going contributions. Some of your most valuable major donors have come in through your direct mail program.

Platforms Reinforce Each Other According to the DMA, 53% of all people respond to direct mail by going online. All direct mail appeals should include your web • address and suggest to the donor that they can give online in response to the letter. Direct mail is driving much of your online giving.

The Platforms Work Together Online gifts are consistently larger than those • made offline – as much as 25 – 35% larger. Your members and donors have come to • expect that they can do anything online that they can do offline. Over 65% of all donors visit an organization’s • web site every time they give.

Coordinated Mail/email Follow-up 1. Email one week AFTER the mail drops. 2. Use common design elements in both mail and email. 3. Use a Subject Line that is straight forward and to the point, not cutesy. You’ll get a lower click through rate, but greater response. 4. Keep copy short: 1160 – 1200 characters. 5. Utilize both donation BUTTONS as well as HYPERLINKS.

Multi-Platform Symbiotic Relationships Every year, large portions of online-acquired donors switch from online giving to direct mail. Without the ability to become multi-channel givers by renewing their support through the mail, online donors would be worth far less.

Layer the Message Using All Your Tools On-Air Spots, Web Graphics & Online Video Support Direct Mail Buck Slip

Let Members Give via their Preferred Channel Direct mail appeals should include the 3 WAYS a donor could give: Online • Via mail • By phone • Follow-up your direct mail appeal with an email appeal.

Integrated Channels in Action Give donors the option to give through their preferred channel. Use multiple techniques to get the message out. Use the mail to drive donors to the web. Layer your messages across channels/media.

Why You NEED to Use All Channels The average donor used 3 of 10 giving channels in the prior 12 months. Overall, the more involved people are with charitable endeavors, the more they tend to use multiple channels. Donors connected through MULTIPLE channels are at least 20% more valuable than donors connected through only one channel.

Donors are in the Driver’s Seat And decide How, When , and How Much to give. HOW: You may send her a direct mail piece, but • don’t be surprised if she responds ONLINE. WHEN: Everyone has stories of a gift that arrives • with a reply device and a source code that’s more than a year old – or more than two years old!

Start Where You Are There is a lot of TALK about how integrated fundraising should or could be done, but there are surprisingly few stations who are doing it right. Start small – put the same proven practices into your integrated fundraising strategy that you do in direct mail.

Build and Expand Put Donors in the Driver’s Maximize Seat Revenue Use multiple channels for appeals

Things to Do Add a follow-up email to your renewal, add-gift and lapsed appeals. Keep your message and look consistent across all media Use straight-forward subject lines – you’ll get a lower open rate but a higher response rate. Layer your message – make sure to make use of all available channels.

Questions?

Join us next month! Constant Vigilance: Eyes on the Data Wednesday, June 7, 1:00 pm Central allegiancesoftware.com allegiancesoftware.com Questions about the webinar? Questions about the webinar? sales@allegiancesoftware.com sales@allegiancesoftware.com Contact Virginia Dambach: Contact Virginia Dambach: support@allegiancesoftware.com support@allegiancesoftware.com Sales: 844-858-7654 Sales: 844-858-7654 vdambach@qwestoffice.net vdambach@midco.net Support: 877-858-7654 Support: 877-858-7654