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Fundraising Strategies

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The Humane Society of the United States. Public Media ... a-friend emails, action pages, eCards, videos and shows, microsites, contests, surveys ... – PowerPoint PPT presentation

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Title: Fundraising Strategies


1
Fundraising Strategies Three Mini-Case Studies of
Online Fundraising Tests
Presented by Geoff Handy, Director of
eCommunity The Humane Society of the United
States Public Media Conference, Boston, February
22, 2007
2
Our Online Fundraising Program
  • Emphasizes email list growth
  • Viral growth through tell-a-friend

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Our Online Fundraising Program
  • Emphasizes email list growth
  • Viral growth through tell-a-friend
  • Email capture at all online touch points

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Our Online Fundraising Program
  • Emphasizes email list growth
  • Viral growth through tell-a-friend
  • Email capture at all online touch points
  • Embraces CRM
  • Value for (and from) our advocates and donors
  • Data collection, management, and application
  • Personalization and segmentation

8
Our Online Fundraising Program, contd
  • Engages donors through serial campaigns
  • Multi-faceted, multiple-email campaigns on our
    priority issues
  • Action emails, appeal emails, tell-a-friend
    emails, action pages, eCards, videos and
    slideshows, microsites, contests, surveys

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Three Recent Tests
  • Welcome email series
  • Segmented appeal
  • Integrated online/offline appeal

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1. The Welcome Series
  • Test is ongoing, with continuous testing of
    communication streams
  • Our current program features
  • Monthly sustainer ask within 7 days of sign-up

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1. The Welcome Series
  • Test is ongoing, with continuous testing of
    communication streams
  • Our current program features
  • Monthly sustainer ask within 7 days of sign-up
  • Welcome message 30 days out with soft ask

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1. The Welcome Series
  • Test is ongoing, with continuous testing of
    communication streams
  • Our current program features
  • Monthly sustainer ask within 7 days of sign-up
  • Welcome message 30 days out with soft ask
  • Tell us how were doing survey 60 days out
    lands on customized donation ask at surveys
    completion

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2. The Segmented Appeal
  • Test run in December 2006
  • We grouped online file into four buckets based on
    past actions
  • Came up with heirarchy for those in multiple
    buckets
  • We then mailed appeals tailored to their past
    behaviors, and tested against a control (our
    typical year-end appeal)

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Year end 2006 Segmentation Test
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Segmentation Test Results
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The Integrated Online-Offline Appeal
  • Test ran during May-June 2006
  • Goal To raise funds for our lobbying arm, the
    Humane Society Legislative Fund, on the federal
    PETS Act

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The Integrated Online-Offline Appeal, contd
  • Key question Do integrated online-offline
    appeals bring in more revenue?
  • We set up four communication streams
  • Email appeal only
  • Direct mail piece only
  • Pre email postcard, followed by DM piece
  • DM piece, followed by email appeal

30
The Integrated Online-Offline Appeal, contd
  • We tested by source...
  • Direct Mail Acquired
  • Internet Acquired Donors
  • Katrina subgroup
  • PETS Act subgroup (non donors)
  • ...and by recency
  • 0-6 vs. 6-12 month

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How We Managed the Test
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Test ResultsDirect-Mail Acquired Donors
n 5,000, all 0-6 months recency
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Test ResultsInternet-Acquired Donors
n 5,000, all 0-6 months recency
39
Conclusions
  • Integrated messaging provides significant lift,
    with highest lift in DM-post email stream
  • Highest Net for both DM and Internet-Acquired
    Donors
  • BUT...Net/M is best in email-only stream

40
Follow-Up Questions/Tests
  • Does higher net and increased frequency of DM
    communications mean that DM should remain part of
    the mix for donors with email addresses?
  • What is the impact on fundraising ratios?
  • What is impact on online advocacy and fundraising
    program and overall donor relationship?

41
Follow-Up Questions, Contd
  • Can we identify donors who are online-responsive?
  • What is opportunity cost of managing integrated
    appeals?
  • What would a multiple email stream show?

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