Creating a MultiChannel Marketing Plan & Timeline for Annual Fundraising
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1 AFP DFW Philanthropy in Action Conference June 13, 2014 Creating a MultiChannel Marketing Plan & Timeline for Annual Fundraising Jennifer Hawthorne Hawthorne@UTA.edu Hawthorne.JL@gmail.com
2 MultiChannel Marketing... uses a variety of media to communicate with donors and prospects. Integrating.... all your options into one plan that meets your annual fundraising goals can be overwhelming. Like a Puzzle... all the pieces must be put together strategically to create a great overall picture.
3 Session Goals... Help you identify the essential pieces of your plan. Generate strategies for each piece. Create an integrated timeline of activities.
4 What is MultiChannel Marketing? For-Profit Definition Using many different marketing channels (online & offline) to reach a customer. Objective to make it easy for a consumer to buy from them in whatever way is most appropriate.
5 What is MultiChannel Marketing? NonProfit Definition Key Concepts Constituency Centricity Presence in Multiple Channels Thematic Integration Integrated Processes Integrated Measurement Business Intelligence Organizational Alignment Integrated Multi-Channel Marketing: Where Nonprofit Organizations Are Today & Key Success Factors Moving Forward (Edge Research & Convio)
6 What are the Channels? Online Website Social Networks Mobile Blogs & Microblogs Widgets Bookmarks & Tags Peer-to-Peer Social Sharing Apps Online Video Photo Sharing Podcasts Offline Direct Mail Telephone Face-to-Face
7 1. Direction of Program 2. Goal Setting 3. Segmentation 4. Tracking & Reporting 5. Calendaring 6. Messaging Planning Process Budget $$$$$$ Timeframe: Start planning 4 months (minimum) prior to the beginning of your start date
8 Decide the Direction of Your Program Acquisition Retention Upgrades Renewals Engagement Stewardship Conversion: online to offline
9 Create Your Goals Pick your top 3 to 5 goals Base goals on actual information Make quantitative goals Align goals with development plan Examples Increase the number of donors by 5% Increase annual fund dollars raised by 5% Increase donor retention to 55% Increase donor leadership society membership by 10%
10 Market Segmentation Divide broad target markets into subsets with common needs, priorities AL Alumni D Donor PA Parent ND NonDonor FR Friend C Current LY LYBUNT RE Retired PY PYBUNT LC Leadership Circle SY SYBUNT MG Major Gift Prospect FS Faculty/Staff SCI Grad of College of Science
11 Prioritize Your Market Segments Stay consistent (thru year, year to year) Prioritize (hierarchy) Hierarchy Code Name Description 1 SCIALND Science Alumni NonDonor Alumni of the College of Science who have never made a gift 2 REFSLY Retired Faculty/Staff LYBUNT 3 ALSY Alumni SYBUNT 4 CDLC Retired Faculty or Staff who made a gift Last Year But Unfortunately Not this Year Alumni who made a gift Some Year But Unfortunately Not this Year Current Donor Leadership Circle Current Donor who of gift(s) >or= $1,000
12 Track & Report Your Progress Involve gift processor and database manager in the conversation Raisers Edge: Gift Comparison by Appeal Type (FY End & Current YTD, YTD Totals) Raisers Edge: Summary Appeal Report
13 Track & Report Your Progress
14 Create Calendar of Activity Involve communications staff in the conversation Coordinate activities with other departments or units (eg. Alumni Association, Children s Program, NeoNatal Unit) Track how often you solicit segments by channel Start with Segments by Channel Finish with Calendar by Month
15 Create Calendar of Activity
16 What is important to your audience? Customize & personalize Incorporate prospect-specific data Tell stories Show impact Define Your Messages
17 Resources Integrated Multi-Channel Marketing: Where Nonprofit Organizations Are Today & Key Success Factors Moving Forward (Edge Research & Convio) Research-Paper_FINAL.pdf Measuring Your Return on Investment in MultiChannel Fundraising Campaigns (Peter Schoewe, Director of Analytics, Mal Warwick Donordigital)
18 Resources Improving Overall Giving Through a MultiChannel Approach (Target Analytics) ads/whitepaper_improvingoverallgivingthroughmul tichannelapproach.pdf 2011 donorcentrics Internet and MultiChannel Giving Benchmarking Report (Target Analytics) ads/whitepaper_multichannelgivinganalysis.pdf
19 AFP DFW Philanthropy in Action Conference June 13, 2014 QUESTIONS? INPUT OR EXPERIENCES? Jennifer Hawthorne
By Peter Schoewe, Director of Analytics Mal Warwick Donordigital
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