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Multichannel Mixer #IMABmixer

Multichannel Mixer #IMABmixer. Katy Dubina, CDR Fundraising Group Mike Johnston, hjc Chris McKinley, Grizzard. Integrated Marketing Advisory Board. IMAB is a group of industry-leading organization with expertise in Integrated Marketing

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Multichannel Mixer #IMABmixer

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  1. Multichannel Mixer#IMABmixer Katy Dubina, CDR Fundraising Group Mike Johnston, hjc Chris McKinley, Grizzard

  2. Integrated Marketing Advisory Board • IMAB is a group of industry-leading organization with expertise in Integrated Marketing • Vision: promote a discussion of integrated marketing in the nonprofit sector including trends, understanding, benchmarks • Join the conversation @IMABgroup SESSION TITLE

  3. What is Integrated Marketing? • What does it mean to you? • IMAB’s point of view Using the information you learn about your supporter behavior, you can optimize the donor experience and in turn, raise more money and awareness for your cause. It’s understanding what works for the size, scope, mission and reality of your organization. Use our resources in the best way possible to connect values, goals and beliefs for the donor and to create an entire that they expect. When organizational departments work together, we can create more meaningful interactions that go far beyond touching on a single aspect of the donor experience. An approach to marketing that can only be fully realized when it's fully embraced by your entire organization. Actually, it’s a little like love: it must be wanted, and it takes work, belief and commitment ... and we all need it.

  4. Three Pillars of Integrated Marketing • The Donor • Deepen your relationship with your donors • Engage new donors • The Organization • Alignment in systems, structure, culture and strategy • The Practice • Trends, benchmarks and results

  5. Challenges with Integration • What challenges do you face to achieve an integrated fundraising strategy? • Resources • Technology • Internal Silos • Investment Justification • Communication challenges • Unified Data

  6. Challenges with Integration • Solutions • Resources > establish priorities, focus incremental improvements • Technology > prioritize based on complexity of program • Internal Silos > communication, trial run • Investment Justification > holistic campaign review • Communication challenges > coordinate messaging calendar • Unified Data > start with coordinating donor databases

  7. Challenges with Integration • What specific challenges have you faced as an organization and what was your approach?

  8. A Balanced Scorecard Approach

  9. Integration in Action • Let’s take a strategic look at real-world nonprofit challenges • Each scenario presents severalareas of opportunity forimprovement • As a group, discuss your planof attack and potential barriers • Use a balanced score card approach • Incorporate multi-channel strategies and the three pillars

  10. Integration in Action • Scenario #1 Outline: • Cause organization fundraising through direct response channels for the last 50 years. • Budget constraints are starting to show as large acquisition classes are causing high expenses. • Two main acquisition and cultivation channels: Direct Mail and Advocacy/Awareness Events

  11. Integration in Action • Scenario #1 Gross Revenue: • Gross Revenue has increased over the last few fiscal years and the trend seems to continue year-to-date. • However, the portion of revenue from large donors has declined and currently represents only 2%. • As the gross revenue has increased year over year, what metric is responsible for the largest portion of growth? What is the trend of that metric year-to-date?

  12. Integration in Action • Scenario #1: Current Trend Forecast • If current trends are maintained, projections indicate gross revenue will decrease dramatically. • By 2015, gross revenue will decline by 18% and the number of active donors will decrease by 15% • Over the past three fiscal years, there were big gains in acquisition, however the retention rate indicates difficulty in retaining the increase donor base.

  13. Integration in Action • Scenario #1: Strategic Initiatives • Strategies to Better Reach, Retain, and Upgrade Different Generations • Strategies to Offer Different and Integrated Ways to Give • Change Management and Technology Strategies to help Integrated Marketing

  14. Integration in Action • Scenario #2 Outline: • Advocacy organization focused on fundraising nationally. • Organization acquires and reactivates through telemarketing (inbound and outbound) with a small contingency through direct mail and online. • Election years have unique effects on the trends of the organization leading to up to and then after depending on the election outcome

  15. Integration in Action • Scenario #2 Gross Revenue: • Gross Revenue is trending down over the last few years. • Fiscal year-to-date 2-12 gross revenue is up, accounting for an increase of $853k compared to FYTD 2011. • The gifts from donors giving at a level of $10,000 or more have decline by 70% since 2008. • Note that telemarketing represents a large portion of revenue and is also a large source of acquired donors. Do conversion and retention rates indicate those donors continue to give when cultivated outside of channel of acquisition?

  16. Integration in Action • Scenario #2: Current Trend Forecast • If current trends are maintained, then gross revenue projected to remain flat. • By 2015, gross revenue will have increased only 4% and the number of active donors will have increased by 1%. • Since this is an advocacy organization, there is a large spike in acquisition post election year with a sharp decline following. Lapsed reactivation follows a similar trend.

  17. Integration in Action • Scenario #2: Strategic Initiatives • Strategies to Better Reach, Retain, and Upgrade Different Generations • Strategies to Offer Different and Integrated Ways to Give • Change Management and Technology Strategies to help Integrated Marketing

  18. IMAB Award Winners • The Donor

  19. IMAB Award Winners • The Organization

  20. IMAB Award Winners • The Practice

  21. What about You? • Where are you Now? • Where do you Want to be? • What Barriers do you foresee?

  22. Integration in Action: Tactical Checklist • Make giving tangible, emotional and interesting • Multiple giving options into all communications • Use your website as an acquisition tool • Engage your donors beyond giving • Find and leverage your evangelists • Welcome and cultivation strategy • Combine traditional and new marketing channels • Be open to multi-step acquisition

  23. Session Takeaways • Focus on Incremental Improvements • Communication with consistency • Use technology and data to your benefit • Join the conversation! • www.imabgroup.net • @IMABgroup

  24. Evaluate This Session! Enter for a chance to win an NTEN engraved mini iPad!  Search by session title at www.nten.org/ntc/eval

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