04/10/2023 #bbcon 1

PAST, PRESENT AND FUTURE OF INTEGRATED MARKETING

PRESENTED BY MICHAEL JOHNSTON, HJC, AND

DENNIS MCCARTHY, TARGET ANALYTICS

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WHO ARE WE?

Mike JohnstonFounder, HJC,

Integrated Fundraising Consultants

Integrated Fundraising SpecialistsAerobics Instructor, Hockey Dad

Dennis McCarthyFundraising Kahuna,

Target Analytics

Strategic, Data-Driven Multi-Channel Marketing

Mountain Climber, Soccer Referee

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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 1 WINNER to receive complimentary 1-hour hjc digital and integrated fundraising consulting session

http://www.surveymonkey.com/s/FRTQRZN

Take our survey at the end of the session!

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GHOSTS OF FUNDRAISING PAST, PRESENT AND YET TO COME

A more innocent time…A time of ups and downs…

A grim future if he does not change his ways …

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1) The Past, Present and Future Donor Seen Through Research. The Next Generation of Giving

2) The ValueWhat’s the value of being integrated?

3) Structure, Facilitation and the Balanced ScorecardHow do you get to an integrated plan?

4) Evidence – Put It All TogetherWhat does integration look like in the real world?

5) Year End Giving. How do we use integration to raise more money this October, November, and December?

TODAY’S AGENDA

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“THE MORE ONE KNOWS, THE MORE ONE CAN CONTROL EVENTS.”

SIR FRANCIS BACON

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WWBA?

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What are the preferred giving channels of each generation?

What are the preferred communications and engagement channels?

Does age influence who you give to?

What are the basic dos and don’ts for fundraisers in 2013 and beyond?

Hail Angry Peasant! what skullduggery do you intend with that pitchfork?

How could thoust deny the vital nutritional content of this fine homebrewed ale?

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DO DIFFERENT GENERATIONS PREFER DIFFERENT WAYS TO SUPPORT YOUR NONPROFIT?

A THREE-PART GRADE TWO TEST…

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Gen XOnline Giving

MatureRetail Checkout Giving

Gen YStreet Fundraising

Boomer Email Solicitation

Channel Preferences

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Gen X52%

Mature53%

Gen Y51%

Boomer 44%

Check Out Giving

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Gen X12%

Mature16%

Gen Y12%

Boomer 17%

Email Solicitations

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GEN Y GEN X BOOMERS MATURES

52% 51% 53% 44%

39% 42% 41% 36%

47% 40% 42% 27%

22% 39% 39% 38%

17% 24% 42% 42%

10% 22% 40% 52%

25% 29% 26% 19%

29% 27% 16% 14%

12% 12% 16% 17%

6% 7% 12% 19%

6% 9% 7% 9%

15% 9% 5% 2%

8% 10% 5% 1%

8% 6% 4% 4%

4% 7% 4% 5%

4% 4% 5% 7%

4% 0% 2% 2%

Donated this way in last 2 years

Checkout Donation

Online Donation

Honor/Tribute Gift

Street Canvassing*

Email*

Door to Door*

Social Networking Site

Will/Planned Gift

Stocks, Bonds, Property

50%

40%

39%

35%

32%

32%

25%

21%

15%

11%

8%

8%

6%

6%

5%

5%

2%

GIVING CHANNELS

↓

↑

↑

↑

↑

↑ ↑

↑

↑

↑

↑

↑

14

*New or changed attribute, no tracking data

*Bolding indicates statistical significance among audiences. Arrows indicate statistical significance between 2010 and 2013.

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TRANSACTIONAL: DIRECT MAIL

16

Mail from a charity is very or smwt ac-

ceptable

Mail is important way for charity to

stay in touch

Receive information in the mail

Gave a donation in response to a mail appeal in the last 2

yrs

63%

56%

13%

11%

56%

50%

22%

23%

58%

55%

28%

36%

63%

64%

28%

58%

Matures Boomers Gen X Gen Y

• While donors say that direct mail is an acceptable and important way for charities to keep in touch with supporters

• There is a substantial drop across generations in the number who remember receiving info in the mail; and a big difference, except among Matures, in the number who say they have responded to direct mail.

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• Donors say that a charity’s website is an important way to stay in touch, yet far fewer report actually visiting these sites

• However, the website is an important transaction channel – especially with Gen X. More say they contributed in this way across generations in 2013 than in 2010

TRANSACTIONAL: ONLINE

17

Visiting website is important way to stay in touch with charity

Visit website of charities you support

Made a donation through org's website in last 2 years

85%

41%

45%

76%

29%

55%

60%

25%

35%

45%

16%

31%

Matures Boomers Gen X Gen Y

Website

2010

41%

37%

29%

24%

↑

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Would give money by mobile device

Text from a charity you know is very or smwt acceptable

Important way to stay in touch with charity

Currently receive texts from charity(ies)

Gave by text in last 2 years

62%

24%

23%

6%

15%

47%

19%

17%

3%

9%

20%

7%

9%

2%

5%

11%

7%

11%

5%

2%

Mature Boomer Gen X Gen Y

OUTREACH: MOBILE

18

Mobile fundraising’s time has not arrived. Gen Y and Gen X are open to giving on a mobile device but not via text. Text-to-donate has seen no lift since 2010.

Mobile channel Y XWebsite 54% 38%Mobile app 29% 23%Text/SMS 25% 19%

201014%13%4%2%

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SO… WHAT DOES RESEARCH TELL US ABOUT THE PRESENT AND FUTURE

INTEGRATED MODEL?

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CHANNEL ECOSYSTEMNO SILVER BULLET: FUTURE IS INTEGRATED

Work place

Retail giving

Check in the mail

Mobile

Social media

Online

Email

Crowd funding

Text/SMS

Peer-to-Peer

Transactional OutreachEngagement

Direct mail

Website

Volunteer/Meetups

Monthly giving

Directed giving

21

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WHAT DOES YOUR HONEYCOMB LOOK LIKE?

Transactional OutreachEngagement

22

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“EVENTUALLY EVERYTHING CONNECTS - PEOPLE, IDEAS, OBJECTS. THE

QUALITY OF THE CONNECTIONS IS THE KEY TO QUALITY PER SE.”

CHARLES EAMES

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STRUCTURE

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Traditional

ORGANIZATIONAL STRUCTURE

Separate Metrics & Team for Online Marketing

Disparate (Sometimes Conflicting) Goals

Inconsistent Voices Representing Organization

Communications

Development

IT

Others (?)Government Affairs

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Coordinated

ORGANIZATIONAL STRUCTURE

Coordinating Teams

Communications Development

Government Affairs

IT

Shared Metrics

Thematically Integrated

Coordinated Appeals

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Optimized

ORGANIZATIONAL STRUCTURE

Coordinating Teams

Development Online Communications Marketing

Unified Strategy & Full Integration Across Channel Managers

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• “1” = Traditional, “5” = Coordinated, and “10” = Optimized

• Where do you fall on the scale?

On A Scale of 1 to 10…

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Getting everyone on the same page

FACILITATION

Proprietary & Confidential04/10/2023 Slide 30

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Towson University (Baltimore) – Gary Rubin’s Journey: Full Contact Sport

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Gary’s view of the Strategy Map and Balanced Scorecard

• Gary Rubin, VP Advancement, Towson University (The Wire)

• A crooner for his University• “A hanging in a fortnight…”• Needed his 75 staff on the same

page• Alumni Affairs, Communications,

Donor Relations, Fundraising

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Gary’s view of the Strategy Map and Balanced Scorecard

• My biggest challenge – integration, coordination and team work

• The strategy map and balanced scorecard helped us get there

• Technology has put even more pressure on being on the same page

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HOW WE WILL SPEND THE NEXT 2 DAYS...

34proprietary and confidential

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The Integrated Fundraising Balanced Scorecard – The Strategy and Tactics

Map

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Your Mission

Donor Perspective Measurements: donor satisfaction (retention,

LTV, gift size) cross channel stewardship and cultivation business rules

Financial Measurements: Number of different kinds of donors; donor satisfaction

(retention, LTV); Net income; etc

Internal Perspective Measurements: internal cooperation (culture, structure, reporting);

Learning and Growth Measurements: Courses, Qualifications, Proven Application of New Knowledge

04/10/2023 #bbcon 37 37Proprietary & Confidential04/10/2023 Slide 37

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The End Result

• Integrated team: some senior (Directors) people had to go and new people brought in – healthy change

• The President is on board• Fundraising results are already

improved in retention and acquisition and average gift!

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THE EVIDENCE

Putting It All Together

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FUNDRAISERS WANT TO HEAR FROM PRACTITIONERS NOT THEORISTS…

Rather than ►

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AND FUNDRAISERS ARE FROM MISSOURI…

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• A variety of fundraising channels: including online, signature events (Relay for Life), third party events, door to door canvassing and limited email and direct mail.

• There was no use of the telephone. In order to maximize CCS SK fundraising capabilities, there needed to be an over arching communication plan that integrates all fundraising channels, including more extensive use of the mail and usage of the telephone.

CANADIAN CANCER SOCIETY SASKATCHEWAN

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HOW WE CREATE INTEGRATED EXCELLENCE

• Canadian Cancer Society in Saskatchewan

• Situation: CCS SK decided to integrate their entire program in 2010, realizing the need for integrated technology. 2012 was the first full year with integrated tools, clean data and control over technology.

• Strategy: Integration of technology, integrated calendar incorporating all fundraising channels.

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•Make the Integrated Schedule

•Bring Back More Targeted Direct Mail

•Add the Telephone

•Improve stewardship multi-channel

• Improve Monthly Giving online and offline

INTEGRATED IMPROVEMENTS

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INTEGRATION BEST PRACTICE

Four keys to integration

Coordinated Communications Calendar Tracking Automation & Scoring Thoughtful, best practice implementation of technology

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COORDINATED COMMUNICATION

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HOW WE CREATE INTEGRATED EXCELLENCE

• Results: • Significant fundraising growth online and in DM in 2012. • 38% increase in online revenue, • 22% increase in # of donors, • 66% growth in holiday campaign revenue. • Significant conversion of pledge event donors and registrants

to other areas of giving

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INTEGRATED HOLIDAY CAMPAIGNS

Putting It All Together

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HAVE YOU EVER HEARD THIS ONE?

You can only run one campaign related to the holidays, otherwise you

will overwhelm and confuse your audience

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BUSTED!

Multi-channel, multifaceted campaigns are the way to go

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OSPCA CAMPAIGN ELEMENTS

•House and prospect mailings (cards, calendar, and year end appeal)

•Symbolic Giving•Email Campaign•Stewardship Mailing•DRTV

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August September October November December

House Mailing

House Holiday Card Mailing

Calendar Appeal Mailing

End of Year Emails

Acquisition Mailing

Holiday Acquisition Card Mailing

Paws and Give launches

End of Year Appeal Mailing

Stewardship Between Friends Stewardship Mailing

Sniff Around

Email Appeals

Paws and Give Appeals

Paws and Give Appeals, Year end appeals

Media DRTV, Online Advertising

DRTV, Online Advertising

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INTEGRATED STRATEGY

•Phone message change weekly based on part of the campaign

•Emails supporting every campaign element

•Media buy reinforcing everything•Same giving options promoted cross channels (e.g. Paws & Give)

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OVERALL RESULTS

42% increase in new donor acquisition over 2011

Direct Marketing Revenue: Doubled in

2012!

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BC CANCER FOUNDATION - 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 compelling story, a brief explanation of what the BC Cancer Foundation is, a campaign thermometer and a promotion of the ability to send eCards 

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HOLIDAY 2011 CAMPAIGN

The 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. TV, newspaper, radio ads5. Email – 4 emails (house file, enews list,

lapsed event participants)6. Direct mail piece (house file)

 

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eCard

DM engagement device

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RESULTS

• Overall Online Revenue:

1,272 gifts$275K$216

• 45% increase in online revenue• 22% increase in offline revenue• 930 new online donors ($189K)• Number of middle tier gifts• Big Breakthrough: Google Search, Adwords -

$2,500 spent with a return of $58,000

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SCROOGE OR TINY TIM

Your choice…

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CONCLUSION

• The Past is the donor as an ATM.

• The Present is lack of integrated management structures

• The Future will be donor centric, omni-channel and multi-screened.

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THE INTEGRATED MARKETING ADVISORY BOARD

• Promoting active discussion of integrated marketing in the nonprofit sector

• Sign up to find inspiration through:• Case studies

• Fresh ideas

• Practical tips

www.imabgroup.net

Twitter: @TheIMAB

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NEXT GEN OF AMERICAN GIVING:HTTPS://WWW.BLACKBAUD.COM/NONPROFIT-RESOURCES/GENERATIONAL-GIVING-REPORT

Next Gen of Canadian Giving:http://www.hjcnewmedia.com/nextgencanadian

giving2013/

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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 1 WINNER to receive complimentary 1-hour hjc digital and integrated fundraising consulting session

http://www.surveymonkey.com/s/FRTQRZN

Take our survey at the end of the session!