Transforming Donor Renewal Campaigns Using Multiple Channels

Transforming donor renewal campaigns using multiple channels

Meredith Campbell

Session Overview• Setting the scene

• Building your online strategy- RCHF case study- Key tips and tricks to get started

• Integrating offline and online campaigns- RCHF case study- Key tips and tricks to get started

• Questions?

Setting the scene

What’s in your tool box?

Does your organisation have or use:

• Email appeals to supporters• Email newsletters• Website with online donation capacity• Peer to peer online fundraising system?

Building your online strategyRCHF Case Study

Income 2008/2009 2009/2010

P2P Renewal $ 5,716.88 $ 89,592.58

P2P Acquisition $ 30,246.95 $ 512,624.25

Online Renewal $ 71,942.61 $ 87,813.42

Online Acquisition $ 61,350.51 $ 146,620.55

Event Registrations $ 41,175.00 $ 273,450.61

Total Online Income $ 210,431.95 $1,110,101.41

Building your online strategy

RCHF Case Study

Donor Acquisition 2008/2009 2009/2010

Peer to peer online 554 9,555

Other online 870 1,355

Direct mail 1,016 1,492

Online event registrants 1,887 6,502

Total New Supporters 4,327 18,904

Peer to Peer Fundraising

Taking Peer to Peer to New Heights

Integrating offline and online campaigns

RCHF Case Study – Kids Christmas Appeal 2010B105 Christmas Appeal eDM

• $9,970 donated online, $18,593 offline.• Total cost $63.Email Open Rate

Benchmark 12%Click throughsBenchmark 0.60%

Online Resp.Benchmark 0.08%

Total Resp.

Chaser 1 21.57% 2.04% 0.49% 1.00%

Chaser 2 15.61% 2.34% 1.83% 5.82%

Chaser 3 18.74% 3.83% 3.16% 6.33%

Total 5.02% 12.25%

Integrating offline and online campaigns

RCHF Case Study – Kids Christmas Appeal 2010

• Online Peer to Peer donor eDM fundraising email test.

• Interactive “Sponsor a Bauble” vs child’s story• Tested direct mail chaser to non-reponsive

online peer to peer donors.

Integrating offline and online campaigns

RCHF Case Study – Kids Christmas Appeal 2010Online Peer to Peer Donor eDM Results

Email Open RateBenchmark 12%

Click throughsBenchmark 0.6%

Online Resp.Benchmark 0.08%

Total Resp.

Test ASponsor a Bauble

22.49% 2.75% 0.42% 0.52%

Test BChristian’s Story

23.10% 1.16% 0.11% 0.31%

CampaignSponsor a Bauble

24.37% 1.59% 0.31% 0.63%

Test BChaser

23.06% 1.29% 0.80% 2.79%

Test A Chaser

26.38% 2.05% 2.48% 2.92%

Integrating offline and online campaigns

RCHF Case Study – Kids Christmas Appeal 2010

Online peer to peer fundraisersEmail Open Rate

Benchmark 12%Click throughsBenchmark 0.60%

Online Resp.Benchmark 0.08%

Total Resp.

Under $100 fundraiser

16.85% 1.37% 0.47% 0.61%

Over $100 fundraiser

18.45% 1.82% 0.98% 0.98%

Integrating offline and online campaigns

RCHF Case Study – Kids Christmas Appeal 2010eDM to bought email acquisition list

• 0.95% response rate (donors/prospects) or a 0.53% response rate (donors/emails sent)• DM chaser 0.25% response rate, average donation of $30

Email Open RateBenchmark 12%

Click throughsBenchmark 0.08%

Test ASponsor a Bauble

22.12% 3.32%

Test BChristian’s Story

17.68% 1.91%

CampaignSponsor a Bauble

23.76% 2.56%

Chaser 20.69% 1.38%

Integrating offline and online campaigns

RCHF Case Study – Kids Christmas Appeal 2010

DM Donor Renewal – eDM chaser

• Generated $3,360 online gifts, $12,766.40 offline, average gift over $200• Total cost $29.00

Integrating offline and online campaigns

Email Open RateBenchmark 12%

Click throughsBenchmark 0.60%

Online Resp.Benchmark 0.13%

Total Resp.

Chaser 18.45% 1.82% 0.40% 2.23%

Integrating offline and online campaigns

RCHF Case Study – Kids Christmas Appeal 2010

Integrating offline and online campaigns

RCHF Case Study – Kids Christmas Appeal 2010Key challenges:

• Collapse of our email marketing service.• Better click to conversion tracking needed.• Load time for flash apps was not optimal, but

alternative donation options were available.

Integrating offline and online campaigns

RCHF Case Study – Kids Christmas Appeal 2010Key learnings:

• Interactive online donation solutions.• Convert P2P donors to organisational supporters.• Pursue email acquisition.• Email chasers to DM.• Online donor engagement tactics.

Integrating offline and online campaigns

Integrating offline and online campaigns

Useful references:• 2010 eNonprofit Benchmarks Study and Social Media Study• The Convio Online Nonprofit Benchmark Study• The Network for Good Online Giving Index 2010• “Internet Management for Nonprofits”, Ted Hart et al• “Groundswell”, Forrester Research• Chronicle of Philanthropy• Artez.com (podcasts, webinars, Everest case study)• Smart people!

Integrating offline and online campaigns

Questions?

meredithc@workingwonders.com.au

http://au.linkedin.com/in/meredithcampbellau