5 MOST IMPACTFUL THINGS YOU CAN BE DOING WITH A CRM

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At the end of the session, we’ll ask you to go online and fill out our integration survey. We’ll select 2 WINNERS to receive complimentary 1-hour CRM fundraising consulting session

http://www.surveymonkey.com/s/55RG7YN

Take our survey at the end of the session!

PLANNING YOUR FUNDRAISING FUTURE

The Next Generation of Nordic Giving

What’s does the world’s best CRM approach look like from 30,000 feet?

Big Picture...

#1 – The tactical

• Mass marketing via direct mail and email

HOLIDAY 2011 CAMPAIGN

The campaign featured a landing page, which displayed “messages of hope”, left by constituents when they were making donations. The landing page also featured a video with a brief explanation of what the BC Cancer Foundation is, a campaign thermometer and a promotion of the ability to send e-Cards.

HOLIDAY 2011 CAMPAIGNThe campaign was active for about three weeks, ending on December 31, 2011. It included:1. Google AdWords Search Network (Paid Account)2. Google AdWords Display Network3. Google AdWords Search Network (Google Grant Account)4. Email – 4 waves

eCard

DM engagement device

RESULTS AND LEARNINGSOverall Revenue: 1,272 gifts, $275,003, $216.20 average gift1. Big Breakthrough #1: Google Search, Adwords - $2,500 spent with a return of $58,000. 2. Big Breakthrough #2: Integration across channels worked3. Big Breakthrough #3: More emails, with personalization and e-cards, led to more money

online4. 60% increase in revenue from the year before by combining direct mail and online – in

part with the data used from RE

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The online gift on your RE record is then soft credited to the parishso they can report total parish donations

HOW DO YOU USE RE TO COORDINATE THIS IMPORANT CHANNEL COMBINATION?

The Appeal tab shows what mailings, email, etc have been sent to the donor

The segment tab allows multiple queries to be processed and eachquery is de-dupped against each other so constituents only receive onemailing.

#2 – The data

• Analytics of your donor base (targeting using the giving score)

• Scoring is the new RFM (and more)• Why?• Because we’ve got a lot of donors and

limited marketing dollars

Manually assigning a giving score

RE Screen with the VIP Giving Score at the bottom

#3 – Acquisition

• giving people the opportunity to interact and provide info

• Sick Kids survey• Welcome Packages • Petitions

Have an integrated welcome strategy – that attempts to take donors to the next engagement level and leverages RE

 

Thank you

email

Thank you

letterGift

Receipt

Mail Welcome Packet

Online welcome

series

Thank you call

Hand written

note/cardOnline. OTG x   x x  x     

Online. Monthly x   x  x  x    Online. Honour x   x  x  x    

Online. Memorial x   x  x  x    DM. OTG   x x x x     

DM. Monthly   x x x  x    White mail   x x x  x    

Personal page creator x         x   

Personal page donor x   x    x    

Major gift online x  x (hand

delivered)     x  x 

Major gift offline   xx(hand

delivered) x   x x

Corporate gift online x  

x(hand delivered)

    x  x 

Corporate gift offline   x

x(hand delivered)

    x x 

• The cultivation survey:

• Sent to 57,400 donors

• 3 key segments: Monthly, Active & Lapsed

• 5,530 responses (response rate of 11%)

• Raised $17,574 – a bonus!

• Reactivated 30 donors

• Found 85 expectances and 292 legacy leads

• 143 middle and major donor leads!

• Key: shared budgeting!

Integrated Online Survey: Best Practice to start your legacy, major, middle gift identification and a perfect compliment to BB’s Giving Score

Cross departmental sharing, learning and lead generation…

1. Collect personal preferences of donors for targeted marketing appeals

2. Collect demographic data for marketing purposes – and connect it automatically to the database!

3. Build a deeper relationship with donors – give them a platform to be heard

4. Uncover leads for other forms of giving – including legacies, middle gifts, and major donor gifts

The goals of the survey

And remember, acquisition is now multi-step…

Lead Acquisition & Conversion

Email

Direct mail

Telemarketing

DONORS

LEADS

Games

Advocacy

Social Media

Enews

E-petition

Phone number: or you can’t start!

Counter: social proof

Comments: priority for calls

Subscribe:for cultivation

More info:legitimacy

The different constituencies called…

0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

14.00%

16.00%

18.00%

20.00% 18.50%

8%9%

11%

Recent Lapsed Monthly DonorOnline Petition OnlyE-newsletter SubscriberLapsed Single Gift Donor

CPMD $75

#4 – Cultivation

• You grow your program by taking good care, cross channel, of your new and renewed donors

• The donor ‘lifecycle’ helps craft the approach...

Lifecycle Basics for ‘political’ success

• Shared agreement between fundraising and non-fundraising departments on the ‘big picture’ lifecycle plan e.g. how are non-fundraising and fundraising ACTIONS coordinated to give a deeper relationship to the organization triggering a closer and more generous view from the supporter

• Shared agreement between all types of giving (e.g. planned giving, major gift, middle donor, monthly giving, etc) on when individuals are approached to be converted to the next level of giving. In other words, when is a new gift giving opportunity triggered?

• Shared agreement on what happens on first entry; graduation and lifetime events (e.g. birth of children, first job, grandchildren, death of alumni friends, etc)

• Shared agreement on what information will be gathered, and how it will be gathered e.g. the Drip Marketing approach

• Shared agreement on how that information will be used and when e.g. birthdates, likes and dislikes, favourite memories, most important instructor at school, etc

•

Lifecycle Skeleton• The first category should be life event. It can include those important

events e.g. acceptance, graduation, birth of child, marriage, retirement, death, etc

• The second category should be non-fundraising communication. It can include alumni relations or patient (family) communication touch points

• The third category should be fundraising solicitation. It should include every type of giving e.g. text, monthly sustainer, planned giving, etc

• The fourth category should be channel choices for each of the proactive interactions for a constituent

• The fifth category would be one labelled cooperation. It would explicitly talk about the necessary cooperation to make an interaction successful

• The sixth category would be one labelled outcome. It would explicitly talk about the outcome that the interaction should inspire

An example...

#5 – Reporting

• With limited resources, how do you use reporting to point you to the most effective activities?

Go online and fill out the survey! We’ll select 2 WINNERS to receive complimentary 1-hour CRM fundraising consulting session

http://www.surveymonkey.com/s/55RG7YN

Take our survey!

Thank you!

• Mike Johnstonmjohnston@hjcnewmedia.com

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