Do More With Less: The Complete Toolbox for Small & Growing Nonprofits 2011 Convio, Inc. Page 1
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. 2011 Convio, Inc. Page 2
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Roadblocks to Success Limited staff Limited budget Data everywhere Not enough emails Don t have a strategy Insufficient website 2011 Convio, Inc. Page 4
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 email file Leverage peer to peer, social media Improve conversion/ retention 2011 Convio, Inc. Page 5
Where Does Your Staff Spend Their Time? 2011 Convio, Inc. Page 6
Does this resemble the constituent and data management process at your organization? 2011 Convio, Inc. Page 7
Future of Communication is Multichannel 2011 Convio, Inc. Page 8
Bringing It All Together 2011 Convio, Inc. Page 9
Understand constituency as a whole 2011 Convio, Inc. Page 10
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
Productivity: Information At Finger Tips 2011 Convio, Inc. Page 12
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
Productivity: Manage Your Mission 2011 Convio, Inc. Page 14
Major Donor Process Improvement 2011 Convio, Inc. Page 15
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
Reach: Email File Expansion $1,400,000 160,000 $1,200,000 $1,000,000 $800,000 $600,000 $400,000 Cumulative Online Revenue # Email Records 140,000 120,000 100,000 80,000 60,000 40,000 $200,000 20,000 $0 0 10/2006 11/2006 12/2006 1/2007 2/2007 3/2007 4/2007 5/2007 6/2007 7/2007 8/2007 9/2007 10/2007 11/2007 12/2007 1/2008 2/2008 3/2008 4/2008 5/2008 6/2008 7/2008 8/2008 9/2008 10/2008 11/2008 12/2008 1/2009 2/2009 3/2009 4/2009 5/2009 6/2009 7/2009 8/2009 9/2009 10/2009 11/2009 12/2009 1/2010 2/2010 3/2010 4/2010 5/2010 6/2010 2011 Convio, Inc. Page 17
List Growth Joined Go! April 2009 Fielded petition Doubled their list Boosted revenue 600% 2011 Convio, Inc. Page 18
Average new emails gathered via list growth campaign 2011 Convio, Inc. Page 19
Average annual online revenue per email address 2011 Convio, Inc. Page 20
List Growth Ideas Pledges 2011 Convio, Inc. Page 21
List Growth Ideas Pledges Give-Aways 2011 Convio, Inc. Page 22
List Growth Ideas Pledges Give-Aways Downloads 2011 Convio, Inc. Page 23
List Growth Ideas Pledges Give-Aways Downloads Sponsored Donations 2011 Convio, Inc. Page 24
Audience? What other list-growth ideas can you think of? 2011 Convio, Inc. Page 25
Understand Preferences Double the response 2011 Convio, Inc. Page 26
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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
Audience? Has anyone run a Getting to know you campaign? 2011 Convio, Inc. Page 30
Welcome in a timely manner Lean on established best practices to get the most results from technology 60% Email 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 3 2011 Convio, Inc. Page 31
Increased likelihood of message open, first month 2011 Convio, Inc. Page 32
Welcome Series Email 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
Automated Welcome Series 2011 Convio, Inc. Page 34
Cultivation Content is king 2011 Convio, Inc. Page 35
Integrated Engagement Increases Loyalty New Donor Renewal Rate Donor Value 12 Months Lifetime Donor Value +121% $694 34.4% +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
Percent typically opening regular enewsletters 2011 Convio, Inc. Page 37
Deliver Distinctive, Compelling Content 2011 Convio, Inc. Page 38
Audience Question How many of you publish a regular periodic newsletter? 2011 Convio, Inc. Page 39
Percent of marketers who agree that social media extends the reach of email content to new markets 2011 Convio, Inc. Page 40
Percent of Facebook posts Tweets containing links Supporters can t share content you don t publish and broadcast online 2011 Convio, Inc. Page 41
So What? Supporters can t spread the word on social networks if you don t publish content online regularly 2011 Convio, Inc. Page 42
Audience? How many of you publish content once per week or more? 2011 Convio, Inc. Page 43
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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 46 2008 Convio, Inc.
Multi-Part Campaigns 3 1 2 2011 Convio, Inc. Page 47
Building Relationships Takes Time Persistence Asking again and again in creative ways Fostering with series of email messages 2011 Convio, Inc. Page 48
Unlike Direct Mail, email has no per-piece mailing cost 2011 Convio, Inc. Page 49
Thank you for attending! Next Steps: Download today s presentation and additional free resources that will help your organization do more with less: www.convio.com/domorewithless Connect with us! Twitter: @convio Email: info@convio.com Blog: www.connectioncafe.com 2011 Convio, Inc. Page 50