Presentation Transcript

1. Annual Giving Workshop

   AFP Fundraising Day May 27th 2010 Chris Carter ccarter@chriscartermarketing.com 647-289-9877 chriscartermarketing.com Twitter.com/ChrisCMarketing
2. 1. Establish Your Brand Crucial first step organize your brand Example questions to ask during branding process: Why do people support us? What do we stand for as an organization? What are we good at? What differentiates us from other organizations? Why give to us rather than someone else? Who are our donors?
3. Corp Branding Examples Why do people buy our goods/use our services? What do we stand for as an organization? What are we good at? What differentiates us from other products/services? Why buy from us rather than somebody else? Who are our customers?
4. Branding Process Tasks SWOT analysis Strengths/Weaknesses/Opportunities/Threats Surveys Ask key questions to key stakeholders Be wary of organizational insiders, think of them as a corporation would think of their shareholders vs. their customers
5. Final Branding Thoughts Babies, puppies and kittens Focus on what your emotional hook is Narrow your focus Pick your top 2-3 areas of focus Think about who you are appealing to with each focus Different target demographics for each focus Avoid generalities Examples to avoid “we’re the best” If you can answer the statement with a “so what?” ditch it
6. 2. Contrast and Compare Once happy with what your organization stands for focus on others Identify your sector/area Identify other orgs in your area Attempt a basic branding exercise on other orgs Answer key questions on other organizations Now what differentiates you from other organizations Why would people give to you rather than them?
7. 3. Analyze Existing Results Look back on any existing data that you have Identify who your existing donors are and why they support you For example postal codes can tell you a lot about income/tastes Look back over the last few years of activity Pull out any exceptional activities Look at underperformance/look at great results
8. Why did this work? Many factors can be at play as to why something worked or didn’t such as: Who was sent the appeal (data?) When did the activity occur What was going on in the world at the time or focused on your organization What was the creative Were there any tests
9. 4. Develop Marketing Plan Refer back to your branding process you should now have the following: 2-3 focus areas Clear emotional hook Lists of strengths Lists of opportunities Points of differentiation from other organizations
10. Marketing Plan Pull out a calendar Enter into the calendar key dates, such as holidays, events, seasons, organizational anniversaries etc. Referring to your branding points develop themes throughout the year Depending on how ambitious you are, have themes vary weekly, monthly, quarterly The key is to establish a content plan and to ensure it is updated and varies on a regular basis
11. Example Marketing Plan Small Wildlife Organization
12. 5. Establish Long-term Goals In 5 or 10 years what are your organization’s goals? Be very specific for example: Increase number of donors from 1,000 to 10,000 Increase net revenues from $1 million to $5 million
13. 6. Build Planning Model
14. 7. Segmentation Segment your database, based on your analysis and branding exercise identify segments Traditional segments are based on things such as recency, frequency, loyalty, giving levels Other factors such as type of donor (postal code, source of first gift) Segments are irrelevant if they are too small, at least have a few hundred records in each segment
15. Example Segmentation Top level: A: New donors (first gift this calendar year) B: Repeat donors (made gift this year and last year) C: Loyal donors (made gift this year, last year, and year before) D: Reactivated donors (made gift this year, but didn’t make one last year, but did anytime before that) E: Lapsed donors
16. Example Segmentation Further levels: Giving amounts such as: Less than $10, $10-$24.99, $25-$49.99, $50-$99.99 etc How often they give: Make one gift a year, make 2 or more gifts a year What type of gifts do they make or source: Make gifts online, or through events Type of donors: By city, postal donor, by psychographic profile
17. 8. Your first “new” campaign Review your branding exercises to identify focus, perhaps test different creative to establish most compelling focus Review your analysis of past results to help determine best approach, best timing etc. Review your marketing plan to identify your theme, to see if there’s anything else going on you can hook your campaign to. Use your new segments
18. 9. Campaign integration If your first “new” campaign is a direct mail piece ensure that your creative theme is carried on through other activities. Update your website with similar creative, perhaps more background info from your mail piece Coordinate emails with similar themes/creative Ensure your social networking sites post similar content
19. 10. Analyzing Results Things to look at on a segment by segment basis: Response rates Cost per piece (taking into account incremental costs) Revenue per piece Net revenue per piece
20. Example Results
21. 11. Next steps Tweak segmentation and expand/scale back activities based on results
22. 12. Social Networking Ask front and centre beyond “donate now” *Multiple Email sign-up
23. Social Networking Pledge sign-up Share buttons
24. Social Networking Twitter News Link to campaigns
25. Social Networking Facebook News Link to campaigns
26. Thank you! AFP Fundraising Day May 27th 2010 ccarter@chriscartermarketing.com 647-289-9877 chriscartermarketing.com Twitter.com/ChrisCMarketing