Do More With Less: The Complete Toolbox for Small & Growing Nonprofits Convio, Inc. Page 1

Transcription

1 Do More With Less: The Complete Toolbox for Small & Growing Nonprofits 2011 Convio, Inc. Page 1

2 Introductions Don Roach Art Director, Creative Services, Convio 9 years of experience consulting with nonprofits in online user experience, design, and audience engagement. 5.5 years working with Convio clients of all shapes, sizes and sectors Convio, Inc. Page 2

3 2011 Convio, Inc. Page 3

4 Roadblocks to Success Limited staff Limited budget Data everywhere Not enough s Don t have a strategy Insufficient website 2011 Convio, Inc. Page 4

5 But, you can Increase staff productivity Get control of your data Enhance fundraising and mission operations Begin major donor identification and cultivation Expand donor universe With new donor prospecting programs Grow file Leverage peer to peer, social media Improve conversion/ retention 2011 Convio, Inc. Page 5

6 Where Does Your Staff Spend Their Time? 2011 Convio, Inc. Page 6

7 Does this resemble the constituent and data management process at your organization? 2011 Convio, Inc. Page 7

8 Future of Communication is Multichannel 2011 Convio, Inc. Page 8

9 Bringing It All Together 2011 Convio, Inc. Page 9

10 Understand constituency as a whole 2011 Convio, Inc. Page 10

11 Interact on an individual level and track Donors Advocates Volunteers Event attendees Board members Corporations Media Academics Public officials relationships 2011 Convio, Inc. Page 11

12 Productivity: Information At Finger Tips 2011 Convio, Inc. Page 12

13 Audience? How could you re-allocate some of your datagathering tasks? How could you combine your data to inform strategic growth initiatives? 2011 Convio, Inc. Page 13

14 Productivity: Manage Your Mission 2011 Convio, Inc. Page 14

15 Major Donor Process Improvement 2011 Convio, Inc. Page 15

16 Expand Your Universe Reach new people Understand their preferences Welcome them Cultivate the relationship Ask for support (not limited to fundraising) 2011 Convio, Inc. Page 16

17 Reach: File Expansion $1,400, ,000 $1,200,000 $1,000,000 $800,000 $600,000 $400,000 Cumulative Online Revenue # Records 140, , ,000 80,000 60,000 40,000 $200,000 20,000 $0 0 10/ / /2006 1/2007 2/2007 3/2007 4/2007 5/2007 6/2007 7/2007 8/2007 9/ / / /2007 1/2008 2/2008 3/2008 4/2008 5/2008 6/2008 7/2008 8/2008 9/ / / /2008 1/2009 2/2009 3/2009 4/2009 5/2009 6/2009 7/2009 8/2009 9/ / / /2009 1/2010 2/2010 3/2010 4/2010 5/2010 6/ Convio, Inc. Page 17

18 List Growth Joined Go! April 2009 Fielded petition Doubled their list Boosted revenue 600% 2011 Convio, Inc. Page 18

19 Average new s gathered via list growth campaign 2011 Convio, Inc. Page 19

20 Average annual online revenue per address 2011 Convio, Inc. Page 20

21 List Growth Ideas Pledges 2011 Convio, Inc. Page 21

22 List Growth Ideas Pledges Give-Aways 2011 Convio, Inc. Page 22

23 List Growth Ideas Pledges Give-Aways Downloads 2011 Convio, Inc. Page 23

24 List Growth Ideas Pledges Give-Aways Downloads Sponsored Donations 2011 Convio, Inc. Page 24

25 Audience? What other list-growth ideas can you think of? 2011 Convio, Inc. Page 25

26 Understand Preferences Double the response 2011 Convio, Inc. Page 26

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29 Who Are You? Total Recipients: 2,196 Opens: 947 (43.24%) Click-Throughs: 471 (21.51%) Recipient Actions: 386 (17.63%) 2011 Convio, Inc. Page 29

30 Audience? Has anyone run a Getting to know you campaign? 2011 Convio, Inc. Page 30

31 Welcome in a timely manner Lean on established best practices to get the most results from technology 60% Open Rate 50% 40% 30% 20% 10% 0% 1 month 2 to 3 months 4 to 6 7 to 12 months months Time on Housefile Year 2 Year Convio, Inc. Page 31

32 Increased likelihood of message open, first month 2011 Convio, Inc. Page 32

33 Welcome Series Campaigns Welcome Series Automation lets you get that 50% improved open rate before you miss the critical window. Use Technology to automate this process - Set it and forget it Lets talk about best practices 2011 Convio, Inc. Page 33

34 Automated Welcome Series 2011 Convio, Inc. Page 34

35 Cultivation Content is king 2011 Convio, Inc. Page 35

36 Integrated Engagement Increases Loyalty New Donor Renewal Rate Donor Value 12 Months Lifetime Donor Value +121% $ % +48% 50.9% +95% $96 $187 $314 Legacy Internet Enabled Legacy Internet Enabled Legacy Sources: Study entitled Integrating Online Marketing (ecrm) with Direct Mail Fundraising by Convio and StrategicOne Traditional defined as offline use. Internet Enabled defined as both offline and ecrm use. Internet Enabled 2011 Convio, Inc. Page 36

37 Percent typically opening regular enewsletters 2011 Convio, Inc. Page 37

38 Deliver Distinctive, Compelling Content 2011 Convio, Inc. Page 38

39 Audience Question How many of you publish a regular periodic newsletter? 2011 Convio, Inc. Page 39

40 Percent of marketers who agree that social media extends the reach of content to new markets 2011 Convio, Inc. Page 40

41 Percent of Facebook posts Tweets containing links Supporters can t share content you don t publish and broadcast online 2011 Convio, Inc. Page 41

42 So What? Supporters can t spread the word on social networks if you don t publish content online regularly 2011 Convio, Inc. Page 42

43 Audience? How many of you publish content once per week or more? 2011 Convio, Inc. Page 43

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46 You Have to Ask Methodically Message 3 Final attempt Message 2 No action ask again Message 1 First Ask 4X the initial amount 2011 Convio, Inc. Page Convio, Inc.

47 Multi-Part Campaigns Convio, Inc. Page 47

48 Building Relationships Takes Time Persistence Asking again and again in creative ways Fostering with series of messages 2011 Convio, Inc. Page 48

49 Unlike Direct Mail, has no per-piece mailing cost 2011 Convio, Inc. Page 49

50 Thank you for attending! Next Steps: Download today s presentation and additional free resources that will help your organization do more with less: Connect with us! [email protected] Blog: Convio, Inc. Page 50