The Hard Facts About Integrating
Audiences
What You Might Be Surprised You Didn’t Know and What to Do About It
Dolores McDonagh, Principal Consultant, Charity Dynamics
Anastasia Staten, Senior Director, Membership,
Foundation Fighting Blindness
Craig Zeltsar, Principal, NNE Marketing
Karen Gleason, VP Client Services, NNE Marketing
YEAR END CAMPAIGN: GOALS AND OBJECTIVES
Determine the financial impact of an online year-end campaign
–
–
Are we robbing Peter to pay Paul?: YOY online campaign giving
seemed unstable, were we really underperforming or are donors
giving to another channel?
Are we competing with other programs: Anecdotally other
fundraising activities thought they were losing income, were they?
Off-line sophistication online: Leverage the robust direct mail
segmentation variables to read results of who received the email
campaign
Show the value of a multi-channel program: Raising a dollar on-line is
cheaper, right?
2012 Year End Campaign
Analysis
YEAR END CAMPAIGN: THE SET-UP
Constituent Database
Applied Segments (over 37 variables)
Matched to Who Received Year End Online Campaign
Appended Online Historical Information
Created “The Frozen File”
111,902 Records
Information about each donor at the start of the campaign
YEAR END CAMPAIGN: THE SET-UP
Created “The Frozen File”
111,902 Records
Information about each donor at the start of the campaign
Year-End Transactions Made (any gift)
Appended Online Actions Taken
Full Analysis Tool with Drill Down Capabilities
YEAR END CAMPAIGN: ONLINE ANALYSIS
Giving Category
Donors
YE Gifts
All Online
4
10
DR Only
51
137
Integrated
38
88
Mail (Online Respone)
3
3
Mail (Snail Mail Response)
1,014
1,059
Multi-Department
24
64
Online (Non-Social)
204
217
Online Solicitation
290
302
Other
82
89
Social (including Blog)
17
17
Telemarketing
426
639
VisionWalk
795
934
Whitemail
69
96
(blank)
108,885
Grand Total
111,902
3,655
YE Revenue
$255.00
$7,925.00
$23,225.00
$1,050.00
$126,503.08
$8,264.90
$42,859.00
$52,745.00
$35,082.21
$650.00
$39,445.00
$115,862.85
$20,572.31
Only 62
people gave
to multiple
channels.
$474,439.35
• Views year-end gifts and revenue by a defined, mutually exclusive category.
• The constituents receiving the year-end email campaign contributed $474,439
through 3,655 gifts.
• 3,017 (2.7% of the people receiving an email) made a contribution.
YEAR END CAMPAIGN: ONLINE ANALYSIS
Of the 108,885 people who
didn’t make a gift:
80,570 didn’t open any
emails.
53,342 had never made a
gift.
27,419 had made their
last gift 37+ months ago.
YEAR END CAMPAIGN: ONLINE ANALYSIS
• Only 25% of the people who received the emails
opened at least one.
 Worth 57% of the total year-en revenue
 40% were 0-6 month donors
 22% were 25+ months lapsed
 Less than 1% of the people opened all of the emails
 Males and females opened the emails at the same
percentage
 65+% of the revenue from this group came from
people who opened at least one cultivation email
YEAR END CAMPAIGN: ONLINE ANALYSIS
• Only 71 people unsubscribed from email at any point (contributing only 4
gifts totaling $325 to any channel)
• Interestingly, only 24% of people coded having a connection to the disease
on file opened at least one email – the average of the overall campaign.
 However, disease coded people made up almost 72% of the revenue
generated over the course of the period.
• Although the same percentage of males and females opened an email:
 Males made up 38% of the audience receiving the emails, yet
contributed 47% of the total YE revenue
 55% of the actual online revenue was from males.
YEAR END CAMPAIGN: ONLINE ANALYSIS
12OnLine
No
No Total
Yes
Yes Total
Grand Total
Giving Category
DR Only
Integrated
Mail (Snail Mail Response)
Multi-Department
Online (Non-Social)
Online Solicitation
Other
Social (including Blog)
Telemarketing
VisionWalk
Whitemail
(blank)
All Online
DR Only
Integrated
Mail (Online Respone)
Mail (Snail Mail Response)
Multi-Department
Online (Non-Social)
Online Solicitation
Other
Social (including Blog)
Telemarketing
VisionWalk
Whitemail
(blank)
Donors
39
6
765
7
43
76
67
10
351
758
57
105,790
107,969
4
12
32
3
249
17
161
214
15
7
75
37
12
3,095
3,933
111,902
YE Gifts
105
12
804
21
43
76
73
10
528
888
75
YE Revenue
$5,525.00
$940.00
$83,252.08
$1,816.90
$12,451.00
$9,822.00
$26,599.03
$355.00
$25,977.00
$106,365.07
$18,348.75
2,635
10
32
76
3
255
43
174
226
16
7
111
46
21
$291,451.83
$255.00
$2,400.00
$22,285.00
$1,050.00
$43,251.00
$6,448.00
$30,408.00
$42,923.00
$8,483.18
$295.00
$13,468.00
$9,497.78
$2,223.56
1,020
3,655
$182,987.52
$474,439.35
YEAR END CAMPAIGN: ONLINE ANALYSIS
NonDonor
Event
NonDonor
Other
Event &
Other (DM,
Tribute
Non-Donor
Giving Category
Event Only
Other
etc.)
Only
Walk Only Walk Only
All Online
$95.00
$160.00
DR Only
$2,810.00
$5,115.00
Integrated
$12,200.00 $11,025.00
Mail (Online Respone)
$1,050.00
Mail (Snail Mail Response)
$46,436.00 $79,672.08
$15.00 $30.00
$350.00
Multi-Department
$7,084.90
$400.00
$70.00
$710.00
Online (Non-Social)
$1,500.00 $20.00 $10,586.00 $21,082.00 $465.00 $410.00 $8,771.00
$25.00
Online Solicitation
$143.00 $25.00 $23,465.00 $25,217.00 $3,110.00 $150.00
$300.00
$335.00
Other
$4,598.92
$13,880.06 $15,867.67 $185.56
$550.00
Social (including Blog)
$25.00 $25.00
$130.00
$215.00 $120.00
$60.00
$75.00
Telemarketing
$13,188.00 $25,102.00
$75.00 $360.00
$720.00
VisionWalk
$8,858.00 $30.00 $38,195.46
$465.00 $100.00
$65,823.09 $2,391.30
Whitemail
$5,000.00
$8,548.56
$6,973.75
$50.00
(blank)
Grand Total
$20,124.92 $100.00 $176,618.98 $192,344.50 $4,190.56 $950.00 $77,284.09 $2,826.30
Grand Total
$255.00
$7,925.00
$23,225.00
$1,050.00
$126,503.08
$8,264.90
$42,859.00
$52,745.00
$35,082.21
$650.00
$39,445.00
$115,862.85
$20,572.31
$474,439.35
• Key takeaway: Donor’s past giving history is a predictor of what they will give to
in the future.
• For example, 89% of VisionWalk year-end revenue came from donors with
previous event giving on file.
• Over 99% of mail revenue came from donors with history of giving to
membership/annual giving style appeals.
YEAR END CAMPAIGN: RECOMMENDATIONS
Integrate where appropriate; innovate where necessary
• Consider holding a test track out next year
• Engage people who have no giving history and encourage opening emails –
then convert to donors.
• Differentiate those with disease code versus those without.
• Build segmentation criteria into email selection strategy
• Don’t just select because we can; select because we should.
• Develop targeted creative to speak to the variety of constituent profiles. For
example:
• Create a year-end giving “event” email message that emphasizes the
importance of a year-end giving
• Support the offline efforts with email copy that references the mail or
phone channels.
• Highlight URL’s in mail or on phone to people who are “online responsive”
2013 Putting it Into
Practice
2013 MEMBER CARD CAMPAIGN
• Integrated email/direct mail
campaign for Multi-Channel
Members
• Copy and Graphics in sync
• Online version alerted
recipients to “Watch their
mailbox” for their membership
card
• Shorter email copy ‘hit the
high points’ and gave readers
the opportunity to renew
online.
EMAIL CADENCE
Pre Mailing #1
Pre Mailing #2
“Resend”
Post Mailing #1
Post Mailing
#2 “Forward”
Four emails over one month bookending 1st DM effort
ONLINE ONLY CONSTITUENTS
• Received variation of campaign
• Recent donors received “Renewal” messaging
• Non donors and long lapsed received “Join Us”
messaging
• Tested customized messaging based on
disease coding
RESULTS
Even though file was 20% smaller in 2013 than
in 2012, the integrated mail campaign generated
• 2% more gifts
• 20% more revenue
• 50% more revenue per name in the campaign
READING RESULTS
So many changes between 2012 & 2013 make it
difficult to read YOY results
2013 YEAR END CAMPAIGN
• Created A/B test Multi-Channel versus Single
Channel
• 10,000 Multi-Channel prospects received
email and direct mail
• 10,000 received direct mail only even though
they were opted into email
2013 YEAR END CAMPAIGN
• Integrated campaign
–
–
–
–
Direct Mail
Email
Social
Website
• Integrated copy message
• Matching Grant
A/B Split Test Results
• The group that received emails was worth 15.3%
more than the group withheld from emails
(across all year-end giving)
• Email did not turn off multi-channel donors
• Some direct mail donors went online even
without email prompting, but complementing
direct mail with email lifted web and overall
giving.
MESSAGING BY DISEASE
Disease groups were significantly more
productive, but it’s not clear that if messaging
had an impact or if those willing to share that
information are more committed as a group.
Stay tuned for more testing!
Did not split test by
Disease group took the leap &
utilized
personalized
messaging in
selected email
efforts
Making it work!
INTEGRATION IS HARD WORK
• Working
Interdepartmentally
• Managing Multiple
Vendors
• Staffing and Resource
Restraints
• Synchronizing Data
between Systems
Year End Campaign used Annual
Report theme of ‘Momentum’
Dolores McDonagh
Principal Consultant
Charity Dynamics
[email protected]
301-578-8601
Twitter: @charitydynamics
LinkedIn: Dolores McDonagh
Facebook: Dolores McDonagh
http://www.charitydynamics.com
Anastasia A. Staten
Senior Director of Membership
Foundation Fighting Blindness
[email protected]
410-423-0635
LinkedIn: anastasiastaten
www.FightBlindness.org
Craig Zeltsar
Principal
NNE Marketing
Cell 617-429-7999 | Office 781-777-1951
LinkedIn: craig-zeltsar
www.nnemarketing.com
Karen Gleason
VP of Client Services
NNE Marketing
Cell 404-822-8880 | Office 781-777-1951
www.nnemarketing.com