Be Your Donors’ Favorite Charity: Why Engagement Matters
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Transcript of Be Your Donors’ Favorite Charity: Why Engagement Matters
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Be Your Donors’ Favorite Charity: Why Engagement Matters
NTEN Conference 2013#13NTCSurvey
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92%
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>30%
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What we’ll be talking about:
Key findings from the survey
Recommendations based on the findings
How you can access the report and data
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1,022 donors Gave at least $25 in the
last 12 months & accept emails from nonprofits.
Asked about current donation & engagement activities, focusing on how they interact with their “favorite” charity (BCF)
Asked about preferred online methods for engaging with BCF.
Key Findings - Donor Engagement Study
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Participant Demographics
18-20 21-29 30-39 40-49 50-59 60-69 70 or older
0%5%
10%15%20%25%30%
Age
Respondents US Census
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Participant Demographics
0%
10%
20%
30%Household Income
Respondents Census
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Participant Demographics
0%
10%
20%
30%
40%Education Attainment
Respondents Census
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Respondents
Female50%
Male50%
Gender
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How many charities do you think your
supporters are donating to over a
year?• 1• 2 - 3• 4 - 6• 7+
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Key Finding: How many charities do they donate to in a year?
78% Give to more than one charity
1 22%
2 - 3 49%
4 - 6 17%
7+ 12%
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Key Finding: How is that $ divided?
Favorite67%
All others33%
Donations Donors gave
67% of their annual amount to their favorite charity.
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Do you have metrics in place to measure
the relationship with your donors?
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Key Finding: Are they being thanked for their donation?
21% Said they were never thanked
Thanked immediately after donating
30%
Thanked more than once over 12 months
18%
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Key Finding: How are they interacting with their “favorite” charity?
79% Receiving Paper Mail
Receive email 53%
Visit Website 52%
Receive eNews 52%
Receive Phone Call 41%
Visit Facebook 30%
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Key Finding: How would they prefer to interact with their “favorite” charity?
Respondents chose “Visit Charity’s website from my computer” as most preferred channel for all activities.
Receiving email was the 2nd preferred channel for all activities
16% preferred accessing and tracking their donation activity via personal profile on Charity’s website
15% preferred learning about events via Facebook page visit
13% preferred learning about volunteering via visiting website from mobile device
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Key Finding: What is motivating them?
65% “Believe in the charity’s cause”
Want to help make change happen
30%
Have friends or family who support the cause
20%
Know someone who has received help from the cause
19%
The charity asked for their help
18%
Want to set good example 16%Want to connect with others 15%
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Key Finding: How else are they supporting their favorite charities?
38% Volunteer at least once throughout the year
Participate in fundraising events
34%*
Fundraise for Charity
27%
Sign online petition 27%
Contact elected officials
21%
Share personal story with others
18%* They report doing this at least once a year
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Key Finding: Age impacts the types of activities they engage in
Activity Age Group Most Likely to Engage
Make a donation to the charity 30 to 69Volunteer for the charity Under 50Participate in fundraising events Under 40Fundraise on behalf of the charity Under 50Sign an online petition or pledge Under 40Contact elected officials 30 to 49Share a personal story online 30 to 49
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Key Finding: How easy is it to do these activities?
92% reported that donating was easiest activity79% reported that volunteering was at least somewhat easyMost difficult is contacting elected officials (31% )29% say fundraising on behalf of the charity is at least somewhat difficult28% say sharing their personal story is at least somewhat difficult
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Key Finding: How are they being your champions?
Donors also spread the word and encourage activity for their “favorite” charity
Talk to friends and family
54%*
Encourage friends and family to donate
40%
Encourage friends and family to volunteer
30%
Forward an email 27% Forward an e-Newsletter
23%
Share, like, or comment on Facebook
22%
* Doing these things at least a few times a year
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Are you empowering your champions?
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Becoming their BCF (Best Charity Forever)
A guide for long term donor cultivation
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Why Cultivation Matters
As many as 3 of 4
new donors never make
another gift
Over the 10 years, there has been a shift in key fundraising metrics.
Cost of donor
acquisition is on the rise
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Why Cultivation Matters
As many as 3 of 4
new donors never make
another gift
Over the 10 years, there has been a shift in key fundraising metrics.
Cost of donor
acquisition is on the rise
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Why Cultivation Matters
As many as 3 of 4
new donors never make
another gift
Over the 10 years, there has been a shift in key fundraising metrics.
Cost of donor
acquisition is on the rise
Lower ROI = reduced investment in finding new donors
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Click to edit Master text styles • By understanding your most
engaged supporters and giving them the relationship THEY want to have, you are better positioned to stem the “leaky bucket” phenomenon.
Why Cultivation Matters
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How? Be the constituent’s BCF
BCF
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• 67% of $s go to the BCFs• 30% of constituents fundraise for their BCF at least
once a year• Constituents with a BCF tended to leverage
multiple digital access points (website, email and social media)
BCF Benefits
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Measure, Refine, Repeat: Understand what is working, adjust, and try again
How do I become the BCF?
Make It Real: Identify where your focus will be and create your strategy
Take Stock: Assess the current state of your organization’s assets and audience
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Take Stock: How good is your web site?
Where To Start:
• Recognize the in and out doors of your site
• Understand how visitors move through your site
• Identify content types that receive more engagement
• Be aware of the visuals you offer
35% of donors report visiting a charity’s Web site from a few times per year to daily.
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Donor Centric Web Copy
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Take Stock: Are you being social?
Where To Start:• Track your social metrics over
12 to 18 months to see if spikes in engagement tie to other marketing efforts
• Analyze your social content to see if it is formatted to fit the social medium
• Look for content that received high engagement to identify the best content types
54% of donors are willing to talk to friends and family about their favorite organization.
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Take Stock: Are your emails working?
Where To Start:• Look back over the last 12-18
months to determine averages for open, conversion, and participation rates
• Identify messages that performed well and determine why
• Asses your use of automated email series and their effectiveness
51% of donors get information about their favorite charity from an enewsletter.
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Welcome Series
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Take Stock: What message are you sending?
Where To Start:
• Analyze the content of all your channels to be sure it includes statements of your impact
• Be sure you content speaks directly to your main segments
• Try A/B testing to identify the best possible messages
• Use analytics to measure the most engaging messages
21% of donors say they were never thanked.
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• Email “thank you”employing video
Make Your Thank You Memorable
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Make Your Thank You Memorable
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Make Your Thank You Memorable
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Take Stock: Are you using all channels?
Where To Start:• Analyze each of your media
assets for fit on multiple channels and devices
• Compare the audiences for each media channel to identify overlaps and gaps
• Identify any missing content types and channels that appeal to your audiences
13% preferred learning about volunteering via visiting Web site from mobile device.
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Pulse Check
Which “Take Stock” Area is Your Highest Priority Right Now?
• Understanding your Website Traffic
• Understanding Email Effectiveness
• Messaging• Leveraging
Social Media• Multi-Channel
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How do I become the BCF?
Make It Real: Identify where your focus will be and create your strategy
Take Stock: Assess the current state of your organization’s assets and audience
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Make It Real: Campaign Calendar
• Start with you own organization’s calendar• Flag major holidays• Add seasonality to your engagement offers• Stay flexible and nimble
Today6
Months
12 Month
s
18 Month
s
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Engagement Level
Frequency
Breadth Recency
Passive Once Clicked on 2+ email
12 months
Active Twice Clicked on 2+ email and took action on engagement activity
12 months
Very Active Three + Clicked on 2+ email and took action on engagement activity
6 months
Make it Real: Segmentation Example
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Make It Real: Tailored Campaigns
Email Content Social Content
Web Content Direct Mail
Defined Segment
A tailored approach will enable you to explore how different segments are performing in terms of acquisition, attrition, engagement, and conversion
Email Content Social Content
Web Content Direct Mail
Defined Segment
Email Content Social Content
Web Content Direct Mail
Defined Segment
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Make It Real: Start Measuring
Succeed or Fail, InformativelyBefore you do anything, know how
you’re going to measure it and what success looks like
Audience Content Access? Content Engagement
Conversions
# of useable postal address
Email open and click through rates
Web site visits # conversions by type
# of useable email subscribers
Social media views and reach
Visits to conversion pages
# conversions by channel
# of fans/followers on each social site where you maintain a presence
Unsubscribe rate # of retweets and mentions
# conversions by source
# of Facebook comments and shares
Value of conversions by type, channel, and source
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Measure, Refine, Repeat: Understand what is working, adjust, and try again
How do I become the BCF?
Make It Real: Identify where your focus will be and create your strategy
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Measure, Refine, Repeat: Look Back
Periodically, step back and evaluate the effectiveness of your efforts thus far. After all, you established your baselines for just this comparison
• Measure the response to your engagement campaigns
• Compare to your benchmarks to understand growth
• Segment the people who responded
• Note the characteristics of the people who engaged and what they engaged with
• Look at past behavior of this segment alongside past marketing efforts to identify opportunities
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Measure, Refine, Repeat: Most/Least
Ever heard the saying, “I wish I had 10 more like him?” Well, you have to know who he is before you can say that.
• What does your most engaged segment look like?
• How do they prefer to engage with you?
• How did they evolve over time?
• What does your least engaged segment look like?
• How is that different from the most engaged?
• Can you affect change on them?
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Measure, Refine, Repeat: Look Closer
Look hard to find the cross-promotional and upsell opportunities that take campaigns to the next level
Cross-promote
• Ask activists to donate
• Ask donors to share
• Ask sharers to act
Upsell
• One time donors to monthly sustainers
• Event donors to event participants
• Event participants to team captains
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Measure, Refine, Repeat: Understand what is working, adjust, and try again
How do I become the BCF?
Make It Real: Identify where your focus will be and create your strategy
Take Stock: Assess the current state of your organization’s assets and audience
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Contact Information:
[email protected]@donnajwilkins@charitydynamics
What next?
• The Reporthttp://www.nonprofitdonorengagement.com
• Guide to Long Term Donor Cultivationhttp://www.charitydynamics.com/guide/
• Sign up to survey your supporters and compare to the benchmark at http://www.charitydynamics.com/surveyoffer/
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