Autism Speaks Sees a 4x Increase in Online Revenue with IPM Advancement s Integrated Fundraising Solutions

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1 Autism Speaks Sees a 4x Increase in Online Revenue with IPM Advancement s Integrated Fundraising Solutions

2 Autism Speaks Sees a 4x Increase in Online Revenue with IPM Advancement s Integrated Fundraising Solutions Client: Autism Speaks Employees: 257 Volunteers: 450,000 Industry: Online giving for Autism Speaks Light It Up Blue microcampaign rose 400% (4x) in the month of April RESULTS With the acquisition of new donors during the campaign, Autism Speaks donor file increased by 12%. We saw almost a four-fold increase in revenue year over year online for the month of April. I think that came from the coordinated effort and understanding of our donors that IPM helped us get to. You don t get that kind of increase without some form of coordinated strategy. Alec Elbert, Chief Strategy and Development Officer Through analysis of the campaign results, Autism Speaks has identified which constituent segments bring in the highest ROI. Direct Marketing Needs Clear messaging strategy for Light It Up Blue micro-campaign Reliable donor base analytics Effective constituent segmentation Full service DM logistical support In coming years, Autism Speaks will save fundraising dollars by not communicating to unresponsive segments.

3 Fragmented Approach to Direct Marketing Brings Low Results Since 2005, Autism Speaks has sparked a global movement of supporters more than 500,000 strong from the halls of world governments to the homes of those touched by the development disorder. To date, the organization has raised more than $200 million for autism research through advocacy campaigns and awareness walks across the United States. Autism Speaks flagship event is the worldwide Light It Up Blue campaign during the month of April. According to Autism Speaks 2012 Annual Report, Nearly 3,000 structures in more than 600 cities, 45 countries and on 6 continents were illuminated in blue on April 2, joining to shine a bright light on autism. Light It Up Blue spearheads Autism Speaks fundraising micro-campaign in April. The April campaign is a major, coordinated effort between Autism Speaks field operations, corporate development, major gifts, special events, and marketing divisions. Direct mail packages and s are sent to individual donors, corporate sponsors, walkers, and governmental leaders asking for support for autism research and assistance for families struggling with the disease. Previously, Autism Speaks constituent data was strewn across three or more different systems with no overarching data strategy to coordinate information flow from one department to the other. To make matters worse, each data system housed a special subset of data for addresses, phone numbers, and addresses. Because of this, critical constituent data was not always shared. When it was shared, it could take up to a week to export the data from one system, import the data into the other, clean up the massive amount of duplicates, and then proceed with the project. Of all the elements of a successful direct marketing strategy, integrating the message, voice, and timing of multiple communication channels is the most complex component. It s also the most difficult to implement. Development professionals are constantly looking for better ways to synchronize their communication mediums and motivate donors to respond. Nonprofits don t want to annoy constituents or waste letters or calls, says Alec Elbert, Chief Strategy and Development Officer of Autism Speaks. But we need touch points. As a result, departments became fractured, communication broke down, and projects were delayed. Divisions hesitated to collaborate, finding it easier to accomplish their objectives independent of the others. Donor response dropped when donors received divergent messages from Autism Speaks and direct mail packages. Alec Elbert reflected, We were doing more harm than good with the letters we had sent out. Lacking the internal expertise to integrate their direct mail and communications, Autism Speaks made efforts to find support but without success.

4 Data-Driven Segmentation and Donor-Centric Messaging A third party consultant assisting Autism Speaks with their government advocacy work recommended IPM Advancement, a nonprofit fundraising company. IPM was much smaller, but they offered full-service direct mail support, data analytics, and hands-on assistance in integrating , direct mail, and telemarketing strategies. IPM has a direct, honest approach to problem solving with their clients. They provide data-driven marketing strategies using empirical data, objective and subjective client program analysis, and market/audience research. IPM is known for their expertise in integrating direct mail, phone, and campaigns. With IPM s integrated methods, donors receive timely messages relevant to the way they re engaged with the organization. IPM s marketing proposal for Autism Speaks was based on proven storytelling techniques. Using scientific research as a backdrop, the message to donors would feature warm, emotional stories with real people being the heroes and victims in the fight against autism. Data would be collected from the various data pools, cleaned up, and analyzed to logically segment the target audiences before crafting the stories to fit each segment. I knew I could trust that IPM was going to deliver the right message appropriately So many times, nonprofits talk at donors. We come at it differently, said Jack Padovano, Principal at IPM. We talk to each donor based on their history of engagement with the organization. Our approach is to talk to donors where they are. Most importantly for Elbert, IPM would provide the expertise necessary to unite the direct mail and teams at Autism Speaks and coordinate with all the direct response vendors. We re a slim staff doing a whole lot. I knew I could trust that IPM was going to deliver the right message appropriately, the quality would be there, and we wouldn t have mistakes, he said. My staff wouldn t have to worry about that.

5 Facing the Challenges Head On IPM s team of direct marketing experts, which includes data analysts, writers, and designers, would assist in implementing the new integrated marketing strategy. To lead the internal discussions, Autism Speaks called in IPM Principal Jack Padovano. Jack helped Autism Speaks to define their key message: What do they want people to know and what do they want people to do? At first, department heads were skeptical. They had been disappointed before by so-called experts and weren t sure if IPM had the right messaging strategy. IPM gained the trust of Autism Speaks marketing and development teams through a series of conversations showing historical results from IPM s methodology. People bought in to the project due to the experience and understanding that IPM brought, said Elbert. For Jack Padovano, taking the time to walk through each conversation is worth it. He said, If we don t participate in those conversations, our results will just be status quo. When we re able to have a voice at the table, things change. We see results improve and dollars raised that have never been raised before. We see results improve and dollars raised that have never been raised before. The short timeframe for the project posed multiple challenges. IPM and Autism Speaks began talks on the messaging strategy in February The launch date loomed around the corner on April 2, World Autism Awareness Day. Problems in staffing structure began to cause delays. At the time, Autism Speaks did not have a staff member clearly designated to handle communications, leaving many critical tasks in the process unassigned and uncompleted. The lack of a point person made it impossible for the direct mail and teams to communicate well and agree on messaging, deadlines, and design. With these mounting delays, April 2 came and the direct mail piece wasn t ready to ship. IPM pushed production. They turned around copy quickly, finished the design, and got the direct mail piece to the letter shop. To increase donor response, they set up automated calls to the constituent base and sent out s immediately before the direct mail package dropped. To solve the organizational issues, IPM created and trained Autism Speaks in a system for internal and direct mail campaign coordination. They defined a clear process that specified copy deadlines, approval protocols, and delivery deadlines.

6 400% Increase in Donor Response With the new integrated systems between their direct mail and teams and a central data system, Autism Speaks can effectively manage campaigns across all of their communication platforms. They know which constituents respond better to mail, , or other platforms. With these critical insights, Autism Speaks will save thousands of fundraising dollars by sending the right message to the right people. Best of all, donors now receive relevant stories about real people that motivate a heart-felt response. The results of the April 2013 Light It Up Blue campaign were better than expected. More than 8,000 structures in more than 1,350 cities, 101 countries, and on all 7 continents went blue to show their solidarity. Supporters responded generously to the integrated appeal. Autism Speaks saw a four-fold increase in contributed income from the direct mail and campaigns. Even more promising for the future, their donor base grew by 12% with new donors. Autism Speaks continues their relationship with IPM because of the positive results of the 2013 Light It Up Blue campaign, the ease of working with IPM, and the full-service experience. Most significantly, Alec Elbert says it s because he can count on IPM: You can hand over the project to them with confidence that it will be completed and you will see results. You ll be brought in when there are problems, challenges, or decisions that need to be addressed, but otherwise, they ve got it under control. Even more promising for the future, their donor base grew by 12% with new donors. STATEMENT OF CONFIDENTIALITY This document contains proprietary information. Information and statements about IPM Advancement (IPM), its products, and its services are confidential. Acceptance denotes agreement to hold this document as one would one s own proprietary and confidential information. This document may not be reproduced, shared, used or revealed for any purpose other than the evaluation of its contents.

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