Join us at #16NTC for two great sessions & a party!

The Nonprofit Technology Conference is heading to San Jose, California, this year, and our team will be there to share, learn, mingle and party.

Our team will be presenting at two sessions:

Is That Your Donor? Or Mine? Measuring Performance in a Multichannel Environment
Friday, March 25
10:30 am — 12:00 pm
Room 210F

Join Mal Warwick | Donordigital President & CEO Mwosi Swenson, Director of Analytics Peter Schoewe, and Steve Kehrli, Development Director at People for the Ethical Treatment of Animals, as they discuss the challenges of monitoring channel and cross-channel performance.  In this hands-on session, we’ll will review guidelines, benchmarks, and actual reports for monitoring overall program success, and share some real-life examples from PETA’s multifaceted direct response program.  More Info >>

Use the News: How to Fundraise When the Media Spotlight Shines on Your Organization’s Mission
Friday, March 25
1:30 pm – 3:00 pm
Room 210E

Join Mal Warwick | Donordigital Senior Account Executive Wendy Husman and Whitney Broadwell, Senior Resource Development Officer at International Medical Corps, as they discuss how harness the opportunity to grow your email list, increase your social followers and raise money when your organization’s issue is in the news. In this hands-on session, you’ll learn more about how to prepare a fundraising and communications plan, how to implement that plan on short notice, and how to leverage unexpected events into more supporters for your organization.  More Info >>

Do You Know the Way to San Jose?
COME PARTY WITH US AT #16NTC
Thursday, March 24
8:00 pm — 11:00 pm
Mezcal Mexican Restaurant and Bar
25 W. San Fernando, San Jose

We may not have the likes of Dionne Warwick to show us the way to San Jose, but your online roadmap can be found with the talents of the Mal Warwick | Donordigital team from 8pm to 11 at Mezcal. Your NTC Badge gets you a taste of Mezcal’s authentic Oaxacan cuisine and a sip of our signature Mal-garitas. You’ve got lots of friends in San Jose, make sure to stop by and see us!

What we learned about multichannel fundraising from raising money at year-end

Although it seems like eons ago, our team at Mal Warwick | Donordigital is still taking stock of what the year-end giving trends mean for our client programs, and for nonprofit fundraising as a whole.

Many programs we manage experienced strong revenue growth in their online channel, driven by Giving Tuesday, as well as other tried-and-true techniques such as matching gift challenges, website lightboxes and homepage takeovers, improved donation pages, an increasing volume of email appeals, better mobile optimization, advertising and retargeting, and coordinated social media engagement.

It will take a bit longer to see the full results of the direct mail efforts, but we know that this channel will continue to provide a lion’s share of overall direct response revenue – and will for many years to come.

While integration still may feel challenging in actual implementation, this year-end season reinforced for me the power and necessity of integrated fundraising for overall program success. Here’s why:

  • We saw a big surge in direct mail donors going online to make their gifts, including the use of custom URLs. The upcoming match-back analysis we’re performing for many clients, will clarify how big this mail-to-online effect really is.
  • Targeted email messages to individuals receiving direct mail appeals reaped high response rates and average gifts. Even when these groups were small, response rates were often triple the average email response rate and revenue per email sent was very high.
  • New targeting tactics allowed for a fuller experience and supported all efforts. Facebook ad targeting of email lists members and direct mail donors served impressions to individuals primed to give – a tactic we know helps overall fundraising. In addition, many of these campaigns generated enough gifts to cover the modest costs of the efforts.
  • It’s about the donor experience! The multitude of email messages from my favorite charities I received in December was immense. But I remembered those that reinforced that message in the mail, in email and social media. I knew what I wanted to give to and why!

How can you measure the effects of your integration efforts?

  • At Mal Warwick | Donordigital we carefully track multichannel giving shifts between the online, mail and telemarketing channels through a careful analysis of donor data, and do this bi-annually for many of our client programs. The shifts in giving channels often reflect not just changing donor trends, but also changing investments that the organization is making to grow each channel. Most importantly, it allows us to create strategies that prioritize multichannel conversion.
  • Multichannel giving analysis allows us to identify donors’ origin source which informs our recommendations for acquisition investment. Based on first gift, who is most likely to convert to another channel? How does the ROI compare for different origin cohorts? What we see consistently is that a higher percentage of online generated donors cross over to also give in the mail, than the reverse. This trend points to the importance of having a mail program that can work seamlessly with online.
  • We’ve seen a dramatic increase in donor value when our clients convert single channel donors to multichannel giving (especially direct mail donors to online). We also see much higher upgrade rates to $250 or more from donors who are multichannel, more conversion to monthly giving and significantly higher retention rates. It’s clear that multichannel behavior has a big impact on donor value and increased attention to an integrated strategy will result in overall revenue growth.

Integrated, multichannel fundraising efforts are yielding valuable results and stronger long-term value for many organizations at year end and throughout the year. The focus of integrated strategy should continue to inspire more single channel donors to convert to cross-channel giving. This in turn will deliver stronger renewal and upgrade revenue to help direct response programs thrive, while engaging supporters more deeply into the organization—and most importantly deliver the best donor experience!

Mwosi Swenson, President and CEOMwosi Swenson is the President and CEO of Mal Warwick Donordigital. She has over 20 years experience in direct response fundraising and is one of the nation’s leading experts in direct mail, online and integrated fundraising.

Paths to year-end fundraising success in a multichannel world

AMC_YE2013-Lbox3-Calendar_FINAL-copyDirect response fundraising should be multichannel. I say this all the time and while direct causation is sometimes difficult to track, I stand by the principle that truly donor-centric communications allow donors to access information in the channel they choose. We also have the data analysis to prove that multichannel donors are the most valuable donors for an organization to have over the long term.

It’s our responsibility to ensure that the messaging is cohesive and coordinated.

In the real world of people opening their mail, answering their phones, and checking their inboxes, a multichannel donor is a person who knows what matters to them, consumes information in a number of ways, and dedicates some time and their dollars to the cause that moves them.

Maybe it was the person that asked them to make a donation, or the photo on that envelope or at the top of that email, or a headline in large font, or simply the timing of an email that was formatted nicely on their iPhone6 while they were waiting on a train platform – whatever the trigger, later that night they remembered to go on your organization’s website and make a donation.

The most important thing about a multichannel donor is that they decide to give and give in a channel different than their first gift. That change and movement to being “channel agnostic” means that they are more likely to give again to your organization and to give a larger amount.

So, how do you embrace multichannel messaging when planning for year-end? The reality is that every detail matters when it comes to achieving year-round fundraising success in a multichannel world. Year-end fundraising is a unique challenge because of the competition for dollars among organizations and a limited number of donors. The sheer volume of fundraising appeals by nonprofit organizations is enough to overwhelm any person who opens their mailbox or their in-box.

As a direct response agency, we’ve learned to adapt and innovate in the unique environment of year-end fundraising. Below is a quick overview to how we approach year-end fundraising success in a multichannel world.

  1. Create a communications matrix that honors the donors’ perspective. Align your channels by reviewing your year-end calendar for mail, email, website promotion and telephone solicitations. Consider how your donor and non-donors audiences will react to getting multiple appeals for funds in different channels. Adopt a donor-centric approach and make sure your appeal calendar is driven by their needs. Honor and accept those things that won’t cross channels (not everything can be integrated!).
  2. Scour your organization for other opportunities to coordinate messaging. These might include newsletters or magazines, direct mail acknowledgment buckslips, welcome kits and welcome series, videos or other online resources.
  3. Segment your audiences carefully and integrate those segments into the communications matrix. Think about the best way to approach each with the correct ask or cultivation. For example, what about those folks that are getting direct mail during the year-end email series? What about those who aren’t? Also plan for coordination in gift asks – although donors will often give higher gifts online, it’s important to keep gift strings similar across the channels.
  4. Fundraising techniques aside, it’s the content and messaging that you create that will drive your supporter’s attention span and engagement. Donors want to be asked and inspired to make a year-end gift. Take the lead-time you need to produce engaging content that can span across direct mail appeals, emails, videos, year-in-review annual reports, holiday cards, infographics and more. Remember, donors have short attention spans (especially online donors), so highlighting key points are important whatever the channel – direct mail letter P.S. content, reply devices, and email masthead and sidebars, to be exact.
  5. Carefully consider your email calendar in December so you can create the right cadence for your supporters. One message per week and then an increasing number the last few days is the new normal, so jump on board and craft an authentic email series that inspires your supports to give. Consider the dates that your mail will reach donors in-home and if the content is complementary.
  6. Acknowledge the multichannel touches – we often reference or show a visual of a direct mail package that the donor is receiving in an email message. And we’re careful to strategically include dedicated URLs in direct mail packages if donors want to make their gift “immediately online.”
  7. On your website, be sure to use your homepage carousel or above-the-fold content areas to highlight the theme of your year-end campaign online and offline. It’s common for supporters getting your mail to visit your website to make their year-end gift. Deploy a lightbox on your website to catch the attention span of your visitors.
  8. Use paid advertising channels at year-end to reach your supporters wherever they might be. Search engine marketing, Facebook ads to custom audiences, and remarketing to visitors of your website or your donation pages can play a vital role in creating visibility for your year-end campaigns, and increase year-end giving across all of your channels.
  9. Make it social! Using online social networks at year-end is vitally important to connect with the attention span of your supporters. Dedicate staff time to posting year-end content on social media channels, and schedule coordinated tweets and posts on all channels. In your emails and on your Web pages make it easy for your supporters to spread the word about your year-end campaigns.
  10. Keep testing and trying new things. Every audience is different which means it’s vitally important to test to see how your audience responds to multichannel tactics.
  11. Don’t neglect January as an important time to thank donors—across all channels—for their year-end support.

Multichannel fundraising does require more effort and resources. But the end results is cohesive messaging and a larger group of dedicated donors.

photo-thumbnail-mwosi-2Mwosi Swenson is the President and CEO of Mal Warwick | Donordigital. She has worked in direct response fundraising for the past 20 years and has managed the direct mail, telemarketing and online programs for some of the nation’s most respected environmental, advocacy, and political organizations.