The Constituent Engagement Journey - Convio€¦ · Convio clients raised 70% of event funds raised...

The Constituent Engagement Journey:The Constituent Engagement Journey:

P t d BP t d BPresented By:Presented By:

Kenneth KuhlerKenneth KuhlerSenior Account SpecialistSenior Account SpecialistConvioConvio

1©Convio, Inc. | Page

Agendag

• Current Landscape & Trends

• Constituent Engagement Fundamentals

• The Evolution of Nonprofit OperationsThe Evolution of Nonprofit Operations


The Nonprofit Landscape


Competition for Awareness and Supportp pp

Total Fundraising $19 7 Billi *$19.7 Billion*

4©Convio, Inc. | Page* Adjusted for inflation giving has not grown since 2000 and giving as a percent of GDP is down 16% since 2006.


# f f# of Nonprofits 43% since 2001



3000+ Messages3000+ MessagesTargeting SupportersTargeting Supporters

Every DayEvery Day6©Convio, Inc. | Page


New Donor AcquisitionNew Donor Acquisition 23.4% since 2006

7©Convio, Inc. | PageSource: Target Analytics Donor Centrics Index of National Fundraising Performance: 2011 First Calendar Quarter Results


& fRenewals & Lifetime V l M tl Fl tValue Mostly Flat

Average Annual Gift/Attrition Rate = LTV


D R l ti hiDeepen Relationships& Build Loyalty


Constituent ExpectationsHave CChanged.


Constituents Want to Engageon Their Terms & in Their Channelson Their Terms & in Their Channels


Online FundraisingContinues to Grow RapidlyContinues to Grow Rapidly

Billions raisedBillions raised online by Convio clients:

12©Convio, Inc. | PageDid you know?Convio clients combined raised 3x the amount of any other solution in 2010.

Peer Solicitation Is Broadly Acceptedy p

% say appropriate solicitation channel (rank ordered by very important –blue)

52%

41%

Peer to Peer

Mail

28%

22%

Email

Social Media

15%

8%

Phone

Text

13©Convio, Inc. | PageDid you know?Convio clients raised 70% of event funds raised by the top 30 events in 2010.

Value of Multi-Channel EngagementLifetime Donor ValueDonor Value 12 MonthsNew Donor Renewal Rate

Value of Multi Channel Engagement

$694$

+121%

+48%

$187

+95%$314

34.4%50.9%+48% $96

Sources: Study entitled “Integrating Online Marketing (eCRM) with Direct Mail Fundraising” by Convio and StrategicOneTraditional defined as offline use Internet Enabled defined as both offline and eCRM use

Mail Multi-Channel Mail Multi-Channel Mail Multi-Channel


Traditional defined as offline use. Internet Enabled defined as both offline and eCRM use.

Value of Multi-Channel EngagementLifetime Donor ValueDonor Value 12 MonthsNew Donor Renewal Rate

Value of Multi Channel EngagementLifetime Donor ValueDonor Value 12 MonthsNew Donor Renewal Rate

+103%

$ 94.37+16% +16%

$ 94.37

30%61%+103% $ 81.18 $ 81.18

Mail Multi-Channel Mail Multi-Channel Mail Multi-Channel

Sources: Study entitled “Integrating Online Marketing (eCRM) with Direct Mail Fundraising” by Convio and StrategicOneTraditional defined as offline use Internet Enabled defined as both offline and eCRM use


Traditional defined as offline use. Internet Enabled defined as both offline and eCRM use.

Multi-Channel Grows Total RevenueMulti Channel Grows Total Revenue

$47M$50 $

$35

$40

$45

$28M $28M

$25

$30

$35

Mill

ions

Online

$10

$15

$20

M Direct Mail

$0

$5

$10

1990 2000 2010


1990 2000 2010

Multi-Channel Strategy


The Vision: Constituent Engagement

If You Could…

g g

You Would…• Anticipate your

constituents’ needs• Know their interests

Improve acquisition & referralsEstablish lifetime• Know their interests,

passions & preferences

Establish lifetime relationshipsGrow support &

• Offer more relevant interactions & opportunities

ppfundraising

opportunities to engage


Constituent Experiencep

Current Landscape:• Disjointed constituent

experience • Fragmented• Fragmented

messaging from a variety of channels

• Less engagement


Constituent Experiencep

Goal:• Unified constituent

experience • Integrated messaging• Integrated messaging

across a variety of channels

• Optimized engagement


Better Engagement with Supporters = Better Results for Your OrganizationBetter Results for Your Organization


ConstituentConstituentEngagement

FundamentalsFundamentals


Constituent Engagement Fundamentalsg g

• Constituent Centricity

• Presence in Multiple Channels

Th ti I t ti• Thematic Integration

• Integrated Processg

• Integrated Measurement


Constituent Centricity

• Align processes and communication to respect constituent preferences needs and interests

y

constituent preferences, needs and interests

• Tailor channel mix, content and program participation and message frequencyparticipation and message frequency

• Ask, “What matters to a constituent?”


Constituent Centricityy

Donor Version

A Single Email withA Single Email with Conditional Content

Survivor Version


Presence in Multiple Channelsp

Direct Mail

EmailWeb Page


Thematic IntegrationgIntegrated tiger appeal results show 40% better response rate

Envelope backOffline Appeal &Appeal &Envelope

Online Appeal,Included Envelope

ImageImage


21

2010: Year of the Tiger A Multimedia Year Long Effort

Direct Mail Email Social Media TV (Custom Web)

Celebrity Leadership

Outdoor Ads

Celebrity Leadership

WWF: For 1st time ever, heads of state convene 2 try 2 save tigers. Tell the US 2

it t l b l tiMobile

Web commit to global tiger conservation. http://bit.ly/dp0ovd(reply STOP 2 unsub)


Integrated Processg

Frequency Target Q2

wee

k 1

Q2

wee

k 2

Q2

wee

k 3

Q2

wee

k 4

Q2

wee

k 5

Q2

wee

k 6

Q2

wee

k 7

Q2

wee

k 8

Q2

wee

k 9

Q2

wee

k 10Q

2 w

eek 11

Q2

wee

k 12

Frequency Target

General Communications

eNewsletter Weekly - Fridays Subscribers

Quarterly Update mailer 2nd Week / Quarter $50+ donorsy p

Gala Promotion

Email Biweekly - Tuesday General

Direct Mail Once $100+ Donors

Telemarketing $200+ Donors

Mother's Day Campaign

Email ~Biweekly - Thursday

Direct Mail Once Prospects, Donors

Telemarketing Select targets

Inbox / Received Send Event


Inbox / Received Send

Integrated Measurement

• Establish metrics that: M d b h i

g

• Measure donor behavior and campaign performance across pchannels

• Focus on long-term value

• Collect and aggregate constituent data to correlate and extract meaningful information


Cross-Channel Contact Information


Key Acquisition Metrics Trackedy q


Tracking of Retention Metricsg


Donor Value By Channel Trackedy


Donor Channel Migration Trackedg


Constituent Engagement Fundamentals –Diffic lt Witho t Organi ational AlignmentDifficult Without Organizational Alignment

• Constituent Centricity

• Presence in Multiple Channels

Th ti I t ti• Thematic Integration

• Integrated Processg

• Integrated Measurement


The EvolutionThe Evolution of Nonprofit OperationsOperations


Where Are You?

Coordinated OptimizedTraditionalEarly Stage

• Minimal Online M k ti

• Thematically • Separate Metrics & T f O li

• Unified Strategy & Marketing

• Calendar-Based Campaigning

• Not Financially Committed to Second

Integrated

• Limited sensitivity to solicitation frequency

• Decisioning beyond RFM

Team for Online Marketing

• No Calendar / Campaign Coordination

Real-time data integration

• Measures Success Across Channels, Not By ChannelCommitted to Second

ChannelRFM

• Shared Metrics

• Some consolidation of data across channels

• 2nd channel constitutes 5-20% Direct Response Revenue

• Separate databases for online/offline

• Donors’ behaviors and interests drives communication stream

• Shared budget and resourcesfor online/offline resources


Where Are You?

• Integrated marketing sophistication and size don’t closely correlatedon t closely correlate.


The Trajectory of NP Evolutionj y

DynamicOptimize channel mix &

Increased personalization & relevance

Dynamic response to interactions

& message cadence

Aggregate

Consistent messages across channels

Aggregate and improve constituent data Aggregate and

improve constituent data


constituent data

Keys to Evolutiony

• Organizational Alignment• Organizational Alignment

• Technology / Infrastructure


Organizational Alignment

TraditionalTraditional

g g

Separate Metrics & Team

Communications IT

• Separate Metrics & Team for Online Marketing

• No Calendar / Campaign Coordination

d

Development

• 2nd channel constitutes 5-20% Direct Response Revenue

• Separate databases for li / ffli

Others (?)Government Affairs

online/offline



CoordinatedCoordinated

g g

Communications Development• Thematically Integrated

Coordinating Teams

y g

• Limited sensitivity to solicitation frequency

• Decisioning beyond RFM

Government Affairs

IT• Shared Metrics

• Some consolidation of data across channels



OptimizedOptimized

g g

Coordinating Teams

• Unified Strategy & Real-time data integration

• Measures Success Across Channels, Not By Channel

• Donors’ behaviors andDevelopment Online Communications Marketing

Donors behaviors and interests drives communication stream

• Shared budget and resources


Infrastructure Challenge

Support Business Units

g

Support Business Units

Track Performance

Understand Data

Coordinate Departments

Add New Channels

Integrate Systems


g y

Remember: It Is an Evolution.• Identify where you are and map your key 2012 steps

now…today, while you’re thinking about it!y, y g

• Every step toward Constituent Engagement will have an impact on your bottom line.

• Start with fundamentals.

E l i d t di f t i d i f d• Evolving understanding of metrics can drive you forward faster.

• Be aware of opportunities to evolve the operational• Be aware of opportunities to evolve the operational structure – shared goals, team alignment, technology


In Conclusion –

• More donors does not mean more engagement or revenue but more engaged donors will meanor revenue but more engaged donors will mean more revenue/LTV.

• Donors feel more engaged and more inclined to• Donors feel more engaged and more inclined to give if they are hit up on multiple channels with consistent messages

• Therefore, your organization needs to be organized to ensure a consistent and integrated g gexperience on multiple channels. No silo’s.


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F i f b t C iFor more info about Convio1-888-528-9501 (toll-free) www.convio.com

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The Constituent Engagement Journey - Convio€¦ · Convio clients raised 70% of event funds raised...

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