Presentation on theme: "Becoming their BCF (Best Charity Forever) A guide for long term donor cultivation."— Presentation transcript:
Becoming their BCF (Best Charity Forever) A guide for long term donor cultivation
2 Your BFFs Today Dolores McDonagh Principal Consultant Matthew Mielcarek Vice President, Creative & Strategy Practice
3 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
4 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
5 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
6 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
7 1,022 people donating in the last 12 months Participants asked how they prefer to engage with nonprofits they support. Getting to Know Your Best Donors
9 47% of donors give the majority of their money to their BCF 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
10 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
11 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.
13 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.
14 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.
16 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.
17 Email “thank you” employing video Make Your Thank You Memorable
20 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.
21 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
22 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
23 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 Today 6 Months 12 Months 18 Months
24 Engagement Level FrequencyBreadthRecency PassiveOnceClicked on 2+ email12 months ActiveTwiceClicked on 2+ email and took action on engagement activity 12 months Very ActiveThree +Clicked on 2+ email and took action on engagement activity 6 months Make it Real: Segmentation Example
25 Make It Real: Tailored Campaigns Email ContentSocial Content Web ContentDirect 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 ContentSocial Content Web ContentDirect Mail Defined Segment Email ContentSocial Content Web ContentDirect Mail Defined Segment
26 Make It Real: Start Measuring Succeed or Fail, Informatively Before you do anything, know how you’re going to measure it and what success looks like AudienceContent Access?Content EngagementConversions # 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
27 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
28 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
29 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?
30 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
31 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
32 Charity Dynamics Can Be Your BFF Strategy and Benchmarking Implementation, Execution, and Assessment Digital Donor Engagement Benchmarking Digital Donor Engagement Strategy Engagement Website Design Assessment E- Communication Strategy Donor Engagement Assessment Channel Integration Welcome Series Implementation Engagement Campaigning