1 ©2011 Convio, Inc. | Page Do More With Less: The Complete Toolbox for Small & Growing Nonprofits
Dec 24, 2015
3©2011 Convio, Inc. | Page
30% 40% 50% 60% 70% 80% 90%$0
$100
$200
$300
$400
$500
$600
$700
$800
$900
$1,000
$1,100
$1,200
% Giving
Tota
l An
nu
al G
ivin
g
Boomers
Gen X
Matures
Gen Y
b. 1965-198058% Give35.9M donors$796 yr/avg4.2 charities
b. 1981-199156% Give28.5M donors$341 yr/avg3.6 charities
b. 1946-196467% Give52.2M donors$901 yr/avg5.2 charities
b. ≤194579% Give30.8M donors$1066 yr/avg6.3 charities
Generational Giving Study
Size of each pie is significant – represents total population of each
5©2011 Convio, Inc. | Page
ANNUALGIVING
DONATED BYCHECK BY MAIL
PRIMARY CHANNELS
REGULARLY ON FACEBOOK
Changing Constituent LandscapeMatures
39M
POPULATION
Boomers Gen X
$$$$$$
78M
POPULATION
$$$$$
62M
POPULATION
$$$$$
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Direct donation 42% Attended event 19%Visited website 27% Promoted to others 15%Donated goods 23% Volunteered 15%
Direct donation 51% Attended event 18%Donated good 28% Volunteered 16%Visited website 19%
Direct donation 61%Donated goods 25%Attended an event 13%
Direct donation 71%Donated goods 26%Attended an event 13%
Gen Y
Gen X
Boomers
Matures
First Engagement
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Word of Mouth is Critical
GEN Y GEN X BOOMER MATURE
87% 89% 82% 76%
“Peer to peer solicitation is the most acceptable form of solicitation”
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New Donor Challenge
Source: Target Analytics donorCentrics™ Index of National Fundraising Performance | Fourth Quarter 2010
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34.4%
50.9%
New Donor Renewal Rate
Direct Mail
+48%
Integrated Marketing
Donor Value Over 12 Months
$96
$187
Direct Mail
+95%
Source: Company whitepaper entitled “Integrating Online Marketing (eCRM) with Direct Mail Fundraising”1 Traditional defined as offline use.2 Internet Enabled defined as both offline and eCRM use.
Integrated Marketing
Lifetime Donor Value
$314
$694
Lifetime Donor Value
Direct Mail
+121%
Integrated Marketing
Integrated Engagement Increases Loyalty
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Limited staff
Limited budget
Data everywhere
Not enough emails
Don’t have a strategy
Insufficient website
Roadblocks to Success
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• Increase staff productivity− Get control of your data− Enhance fundraising and mission operations
• Begin major donor identification and cultivation
• Expand donor universe− With new donor prospecting programs− Grow email file− Leverage peer to peer, social media− Improve conversion/ retention
But, you can…
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50% of organizations use slips of paper, Excel spreadsheets, and personal contact managers (i.e. Outlook) to manage their data.
51%of organizations manage over 4 repositories of data.
8-10% is the average yearly turnover for an organization. Relationship data lives with the people working within your org—protect it.
Institutional Memory
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Interact on an individual level
and track relationships
Donors Advocates Volunteers Event attendees Board members Corporations MediaAcademicsPublic officials
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Donors
Prospects
Events
Programs
Corporations Volunteers Media
Academics
Academics
Partners
Practitioners
Advocates
Lapsed
Common Ground = central nervous system
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Measuring List Overlap
Source: Fidelity Charitable Gift Fund and VolunteerMatch http://www.charitablegift.org/learn-about-charity/news/12-03-2009.shtml
VOLUNTEERSDONORS 67%
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Walker / Rider
National DM Donors
ActivistsOnline Donors
Auction/Gala / Golf Attendees
General Donors
Walker / Rider
National DM Donors
1.2%
Activists 13.9% 5.8%
Online Donors 6.4% 2.8% 3.9%
Auction/Gala/Golf Attendees
8.9% 0.8% 7.0% 0.6%
General Donors 1.9% 22.6% 6.1% 0.6% 0.3%
Major Donors 9.6% 2.0% 28.3% 1.0% 4.7% 0.8%
Measuring More List Overlap
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Overlap isn’t good…it’s GREAT!!
VolunteersAnnual Fund Donors
Prospective Foundations & Corporations
Prospective Major Donors
Foundations & Corporations
Journalists Advocates NonprofitLeaders
Program Recipients
Practitioners
Volunteers
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CG Action Plan Screen Shot Goes Here
PROSPECTIVE MAJOR DONORS
Who are they?
• Business Leaders• Entrepreneurs• Loyal Supporters• Program Recipients
Why are they important?
• Capacity to give gifts with great impact
• Likely to be well-connected
Why do they deserve cultivation?
• Your org could suffer a major setback if you left without documenting moves
• Everyone will look bad if this prospect gets on the wrong list (e.g. asked for $10)
• Proper cultivation = big gifts later (e.g. planned giving as a legacy)
Wants & Needs
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What’s in Common Ground for you?
All the donor database basics you’d expect•Gift & donor accountability•Householding•Batch entry•Direct mail & email•Volunteers & events•Online gift & sign-up forms•Included training & support•Cloud-hosted (no hardware or software to install &
maintain)
But more flexible• Holistic CRM• Custom fields, permissions, & reports• Automated inbox delivery of reports & dashboards• Moves plans for any constituent type, triggered notifications, & custom workflows• Truly custom-fit to your organization’s needs
And future-proof•No unexpected fees•No need to move data in/out•Revenue forecasting•Auto-logging of interactions for institutional memory•Online forms “on-the-fly”•Social insights & mobile access•Open ecosystem of service partners & add-on
features
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Expand Your Universe
• Reach new people
• Understand their preferences
• Welcome them
• Cultivate the relationship
• Ask for support (not limited tofundraising)
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Reach: Email File Expansion
10/2
006
12/2
006
2/20
07
4/20
07
6/20
07
8/20
07
10/2
007
12/2
007
2/20
08
4/20
08
6/20
08
8/20
08
10/2
008
12/2
008
2/20
09
4/20
09
6/20
09
8/20
09
10/2
009
12/2
009
2/20
10
4/20
10
6/20
10$0
$200,000
$400,000
$600,000
$800,000
$1,000,000
$1,200,000
$1,400,000
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
Cumulative Online Revenue
# Email Records
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List Growth
Go! Program Participant
• Fielded petition
• Doubled their list
• Boosted revenue 600%
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List Growth Ideas
Pledges
Give-Aways
Downloads
Sponsored Donations
Basic Ask
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Who Are You?
Total Recipients:2,196
Opens:947 (43.24%)
Click-Throughs:471 (21.51%)
Recipient Actions: 386 (17.63%)
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WHAT IS YOUR DOG & CAT? HOW WILL YOU LEARN
THIS ABOUT YOUR CONSTITUENTS?
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Lean on established best practices to get the most results from technology
Welcome in a timely manner
Relevance Curve
0%
10%
20%
30%
40%
50%
60%
1 month 2 to 3months
4 to 6months
7 to 12months
Year 2 Year 3
Time on Housefile
Emai
l Ope
n R
ate
Org #1Org #2Org #3
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Percent of marketers who agree that social media extends the reach of email content to new markets
>80%
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Percent of Facebook posts | Tweets containing links Supporters can’t share content you don’t publish and broadcast online
50% | 25%
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You Have to Ask Methodically
© 2008 Convio, Inc.
4X the initial amount
Message 1First Ask
Message 2 No action – ask again
Message 3 Final attempt
66©2011 Convio, Inc. | Page
Thank you for attending!
Next Steps: Download today’s presentation and additional free resources that will help your organization do more with less:
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