Bill McCarthy

Report
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
2013 WASHINGTON NONPROFIT CONFERENCE
Case Study: Southwest Indian Foundation
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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.
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2013 WASHINGTON NONPROFIT CONFERENCE
Objectives
 Build cause awareness with a multichannel (eventually omnichannel) strategy
 Program to drive product purchases and
donations
 Increase online visitor touch points
 Online metrics/benchmarks to define
success
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2013 WASHINGTON NONPROFIT CONFERENCE
Efforts so far …
 Explored:
Social media (Facebook)
Rich media
Email
SEO
Direct mail (catalog)
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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)
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2013 WASHINGTON NONPROFIT CONFERENCE
Site Retargeting 101
Consumer visits web site
Cookie placed in
consumers browser
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Target that consumer
with display ads across
1000’s of websites
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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
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Marketing is not…
Campaign
One-Way
Fixed duration
Linear
Specific Channels
Brand-Driven
Media-Driven
Marketing is…
Conversation
Engagement
Continuous
Organic
Omnichannel
Customer-Driven
Audience-Centric
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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
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STRATEGIES & TECHNIQUES FOR INTEGRATED
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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.
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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-TurnSearch-Retargeting-Branding-Direct-Response-Goals/1009292)
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Retargeting & Brand Awareness
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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
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2013 WASHINGTON NONPROFIT CONFERENCE
Next Steps for SWIF
 Incorporate Epsilon’s TargetDisplay
Housefile 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.
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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
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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.
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Case Study: Leveraging Data for Integrated
Marketing – increasing ROI
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Who were Weber & Fechner
• And why are they important to integrated
marketing and contact cadence?
dp = K ds/S
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Compare and contrast…
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So do spend a moment and review who is receptive and why people
respond to Integrated Marketing
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Supporter Landscape
Matures
Boomers
Gen X
POPULATION
POPULATION
POPULATION
39
M
78
M
62
M
ANNUAL
GIVING
DONATED BY
CHECK BY MAIL
PRIMARY
CHANNELS
REGULARLY
ON FACEBOOK
Source: Next Generation of American Giving, Convio, 2010
2013 WASHINGTON NONPROFIT CONFERENCE
Matures
Generational Giving Study
$1,200.
$1,100.
Size of each pie is
significant – represents
total population of each
Boomers
b. 1946-1964
67% Give
Total Annual Giving
$1,000.
$900.
Gen X
$800.
b. ≤1945
79% Give
$700.
30.8M donors
$1066 yr/avg
6.3 charities
52.2M donors
$901 yr/avg
5.2 charities
b. 1965-1980
58% Give
$600.
$500.
Gen Y
$400.
35.9M donors
$796 yr/avg
4.2 charities
b. 1981-1991
56% Give
$300.
28.5M donors
$341 yr/avg
3.6 charities
$200.
$100.
$0.
30%
40%
50%
60%
% Giving
70%
80%
90%
2013 WASHINGTON NONPROFIT CONFERENCE
Now let’s spend how we think about audience identification…
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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)
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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.....
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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
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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
STRATEGIES & TECHNIQUES FOR INTEGRATED
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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.
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Reduced contact strategy
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Planned giving prospects:
Truly Connected
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
campaign.
the overall
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Let’s explode another myth – there’s no or a limited role for
social in integrated marketing
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….
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
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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
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STRATEGIES & TECHNIQUES FOR INTEGRATED
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2013 WASHINGTON NONPROFIT CONFERENCE
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STRATEGIES & TECHNIQUES FOR INTEGRATED
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And now your homework
THE FUTURE IS NOW
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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
2013 WASHINGTON NONPROFIT CONFERENCE
Thank You!
“Utilizing an Integrated Marketing Solution
to Increase Revenue from Existing Donors”
Bill McCarthy
Dennis McCarthy
CEO, Southwest Indian Foundation
505-863-2128
[email protected]
Vice President of Strategy, Blackbaud
617-715-8790
[email protected]
Rob Reger
Grace Leonardo
SVP, Epsilon Data Solutions
303-410-5596
[email protected]
Senior Director, Paradysz
917-438-4938
[email protected]
THE FUTURE IS NOW
STRATEGIES & TECHNIQUES FOR INTEGRATED
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