Presentation Transcript

1. 2013 WASHINGTON NONPROFIT CONFERENCE THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS Integrating Retargeting Solutions to Increase Revenue from Engaged Donors Bill McCarthy Rob Reger Dennis McCarthy Grace Leonardo
2. 2013 WASHINGTON NONPROFIT CONFERENCE Case Study: Southwest Indian Foundation THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS
3. 2013 WASHINGTON NONPROFIT CONFERENCE About Southwest Indian Foundation How we started … Mission: lessen the poverty and unemployment among the Native Americans of the Southwest. Donor contributions make up about 22% of revenues; catalog brings in about 35%. (remainder from grants, bequests, and employment projects.) Primary donation channel is direct mail. THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS
4. 2013 WASHINGTON NONPROFIT CONFERENCE Objectives Build cause awareness with a multi-channel (eventually omnichannel) strategy Program to drive product purchases and donations Increase online visitor touch points Online metrics/benchmarks to define success THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS
5. 2013 WASHINGTON NONPROFIT CONFERENCE Efforts so far … Explored: Social media (Facebook) Rich media Email SEO Direct mail (catalog) THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS
6. 2013 WASHINGTON NONPROFIT CONFERENCE Why Site Retargeting Extremely cost-effective way to market to already engaged users A must-have in any marketing plan in almost every industry Successful with catalog marketers (some similarities to nonprofits) THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS
7. 2013 WASHINGTON NONPROFIT CONFERENCE Site Retargeting 101 Target that consumer with display ads across 1000’s of websites Cookie placed in consumers browser Consumer visits web site THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS
8. 2013 WASHINGTON NONPROFIT CONFERENCE Benefits of Site Retargeting Increases cause awareness Keeps a conversation going with engaged donors/visitors Can be a complement to other ad campaigns or stand alone THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS
9. 2013 WASHINGTON NONPROFIT CONFERENCE Marketing is… Marketing is not… Conversation Campaign Engagement Continuous Organic Omnichannel Customer-Driven Audience-Centric One-Way Fixed duration Linear Specific Channels Brand-Driven Media-Driven THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS
10. 2013 WASHINGTON NONPROFIT CONFERENCE Campaign Guidelines More than one banner ad More than one page Expand your scale Length of campaign The more you invest in the display channel, the better it performs THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS
11. 2013 WASHINGTON NONPROFIT CONFERENCE Measures of Success Click through rate (CTR) is not the best indicator of campaign success. Return on ad spend (ROAS) is the metric that can be used among all online channels. THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS
12. 2013 WASHINGTON NONPROFIT CONFERENCE Retargeting & Brand Awareness “Though search and other forms of retargeting are often used to nudge consumers further down the purchase funnel, the study found a good portion of brands and agencies also use it for more brand-based objectives, such as increasing brand awareness and stealing market share from competitors.” eMarketer (http://www.emarketer.com/Article/Marketers-Turn-Search-Retargeting-Branding-Direct-Response-Goals/1009292) THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS
13. 2013 WASHINGTON NONPROFIT CONFERENCE Retargeting & Brand Awareness THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS
14. 2013 WASHINGTON NONPROFIT CONFERENCE RESULTS SWIF successfully raised purchase rates with site retargeting campaigns. Fall Campaign – 2.3:1 ROAS Holiday Campaign– 1.5:1 ROAS Donor campaign – 1:1 ROAS THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS
15. 2013 WASHINGTON NONPROFIT CONFERENCE Next Steps for SWIF Incorporate Epsilon’s TargetDisplayHousefile Retargeting in Fall of 2013 Leverage display programs to enhance lower performing segments of the product buyer and donor groups Improve the donor pages specifically to maximize the users experience and drive more donations. THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS
16. 2013 WASHINGTON NONPROFIT CONFERENCE NFP Site Retargeting Guidelines Leverage the success of online catalog marketers Explore a method to increase cause awareness and purchases through banner ads Focus banner ads to increase donations and purchases THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS
17. 2013 WASHINGTON NONPROFIT CONFERENCE The Full Display Advertising View Retargeting is just part of the picture….. Leverage different types of data through the display channel to meet all objectives. THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS
18. 2013 WASHINGTON NONPROFIT CONFERENCE Case Study: Leveraging Data for Integrated Marketing – increasing ROI THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS
19. 2013 WASHINGTON NONPROFIT CONFERENCE THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS
20. 2013 WASHINGTON NONPROFIT CONFERENCE Who were Weber & Fechner And why are they important to integrated marketing and contact cadence? dp = K ds/S THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS
21. 2013 WASHINGTON NONPROFIT CONFERENCE Compare and contrast…
22. 2013 WASHINGTON NONPROFIT CONFERENCE So do spend a moment and review who is receptive and why people respond to Integrated Marketing THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS
23. 2013 WASHINGTON NONPROFIT CONFERENCE Supporter Landscape Matures Boomers Gen X POPULATION POPULATION POPULATION 39M 78M 62M ANNUAL GIVING $$$$$$ $$$$$ $$$$$ DONATED BY CHECK BY MAIL PRIMARY CHANNELS REGULARLY ON FACEBOOK Source: Next Generation of American Giving, Convio, 2010
24. 2013 WASHINGTON NONPROFIT CONFERENCE Generational Giving Study b. ≤1945 79% Give 30.8M donors $1066 yr/avg 6.3 charities Size of each pie is significant – represents total population of each b. 1946-1964 67% Give 52.2M donors $901 yr/avg 5.2 charities Total Annual Giving b. 1965-1980 58% Give 35.9M donors $796 yr/avg 4.2 charities b. 1981-1991 56% Give 28.5M donors $341 yr/avg 3.6 charities % Giving
25. 2013 WASHINGTON NONPROFIT CONFERENCE Now let’s spend how we think about audience identification… THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS
26. 2013 WASHINGTON NONPROFIT CONFERENCE So how have we identified who… Now what segments have worked.. RFM HPC HPC18, 24… Cumulative/total value So what have we not looked at…. personas ( behavioral & transactional cohorts) THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS
27. 2013 WASHINGTON NONPROFIT CONFERENCE Let’s look at personas… Many of the marketing services organizations have deployed clusters/personas Tend to be difficult to use Not focused on non profits..... THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS
28. 2013 WASHINGTON NONPROFIT CONFERENCE Loyalty Insights…as an option Tippers - New donors to you and most frequently single-gift donors to other organizations in your sector and the Coop overall. Constant Low Dollar - Low dollar donors to you and in the Coop. Not That Into You - Highly philanthropic donors to the Coop who have given only a few gifts to you over many years. These are VIP donors to others, but not yet to you. New and Noteworthy - are newish donors to you who are highly philanthropic in the Coop and give a higher than average gift size. These names have high LDV potential. Truly Connected To You - Give to very few Coop organizations and give on average twice as many gifts to you. These people are both planned gift and major gift prospects THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS
29. 2013 WASHINGTON NONPROFIT CONFERENCE More personas Truly Connected To You - Give to very few Coop organizations and give on average twice as many gifts to you. The gift size they give you is LARGER than the gifts to others. These people are both planned gift and major gift prospects . Habitually Generous - Highly philanthropic to you and in the Coop but no noticeable preference for you compared to other organizations. They are prolific givers to you and others. As such, most of these donors are the LEAST likely to upgrade; they help everyone and don’t play favorites. Best of the Best - Highly philanthropic to you and in the Coop but give you twice as much money annually as they give to other organizations. THE FUTURE IS NOW THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS
30. 2013 WASHINGTON NONPROFIT CONFERENCE Let’s look at an example…. L.W. Robbins tested this tool to consider a Reduced Contact Strategy For the “Tippers” and “Not That Into You” groups, LW Robbins tested a reduced contact strategy that decreases the number of annual appeals from 13 to 6. If the loyalty model is validated, these donors will be less likely to give again and our resources from a standard 13-appeal schedule would be better spent elsewhere. THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS
31. 2013 WASHINGTON NONPROFIT CONFERENCE

    Reduced contact strategy

    THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS
32. 2013 WASHINGTON NONPROFIT CONFERENCE LW Robbins selected “Truly Connected” donors who did NOT meet the planned giving select criteria (criteria is combination of age, giving, loyalty, affinity). Sent a direct mail bequest lead generation package. Response rate was nearly 3x the overall campaign.

    Planned giving prospects: Truly Connected

    THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS
33. 2013 WASHINGTON NONPROFIT CONFERENCE Let’s explode another myth – there’s no or a limited role for social in integrated marketing…. THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS
34. 2013 WASHINGTON NONPROFIT CONFERENCE Case study with Small Act and CARE Introduction – SmallAct is D.C. based firm deeply rooted in social media analysis and social crm. They and CARE engaged in a study of to understand the value of social media as an engagement channel for CAREʼs donors. •To determine if social media and social media data (SocialData) could help “non-social”parts of the organization (such as activism, direct mail, events, development) execute their campaigns/efforts more efficiently and effectively. THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS
35. 2013 WASHINGTON NONPROFIT CONFERENCE And here’s what they learned All giving mediums are influenced by social. Constituents who just have a LinkedIn profiles give more, even more than if they have a Twitter handle or a Facebook account Social people take more action; in fact up to 400% more likely to take an action than a non-social person! There is a bit of an inverse relationship between activists and donors in social networks THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS
36. 2013 WASHINGTON NONPROFIT CONFERENCE THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS
37. 2013 WASHINGTON NONPROFIT CONFERENCE And now your homework THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS
38. 2013 WASHINGTON NONPROFIT CONFERENCE Reading Material and resources Integrated Marketing Advisory Board: http://www.imabgroup.net/ Npengage blog http://www.npengage.com/ The Blackbaud Index 2012 https://www.blackbaud.com/page.aspx?pid=805 donorCentrics Internet & Multichannel Giving Benchmarking Report www.blackbaud.com/multichannel SmallAct & Casey Golden http://www.smallact.com/ Special thanks to my friends at LW Robbins and Amergent allowing me to re-purpose their content… THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS
39. 2013 WASHINGTON NONPROFIT CONFERENCE Thank You! “Utilizing an Integrated Marketing Solution to Increase Revenue from Existing Donors” Dennis McCarthy Vice President of Strategy, Blackbaud 617-715-8790 dennis.mccarthy@blackbaud.com Bill McCarthy CEO, Southwest Indian Foundation 505-863-2128 bill@southwestindian.com Rob Reger SVP, Epsilon Data Solutions 303-410-5596 rob.reger@epsilon.com Grace Leonardo Senior Director, Paradysz 917-438-4938 gleonardo@paradysz.com THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS