Not sure how much your online supporters are worth? Thinking there may be a better way to maximize their value? Frustrated at internal barriers to multichannel integration? If so, this webinar is for you. Multichannel donors are gold. Annual revenues are often 4x that of direct mail-only donors, with higher retention and much better net. Simply supplementing an email with a text or a mail piece (or both!) can dramatically improve response rates. This presentation is for those who are ready to break down the barriers and effectively conduct multichannel marketing. Jeff Regen of M+R Strategic Services, Adam Scruggs of the Human Rights Campaign and Justin Perkins of Care2 discuss how rapid, multichannel conversion strategies can turn your new online supporters into multichannel donors. See case studies and data on what’s working and what’s not. This webinar dives into the major barriers to multichannel marketing, such as organizational structure, separate online and offline budgets, and lack of data integration. You’ll learn about the practical ways that nonprofits are overcoming these obstacles to conduct effective multichannel campaigns leading to fundraising success. About the Speakers: Jeff Regen, Senior Vice President of Integrated Services, M+R Strategic Services: Jeff joined M+R to establish a new practice focused on helping nonprofits with integrated, multichannel fundraising and communications in order to maximize donor/activist value and broader communications goals. Jeff came to M+R from Defenders of Wildlife, where he helped grow the organization’s email list to over 800,000 e-supporters, and generate over 1 million advocacy actions and raise over $5 million online a year. At Defenders, he integrated the online department closely with the membership and communications departments, among others, and spearheaded the nonprofit’s integrated, multichannel approach. Prior to joining Defenders in 2004, Jeff spent 12 years in the private sector. He learned private sector database marketing techniques at Capital One, where he managed marketing and business development teams in both online and direct mail divisions. Jeff also built and served as president of a start-up called EnVisto and worked for the consulting firm McKinsey & Company. In the early 1990s, he worked in the former Soviet Union—first on environmental issues, and later on privatization and capital markets development. Jeff received his Bachelors from Swarthmore College and MBA from the Wharton School of the University of Pennsylvania. Adam Scruggs, Associate Director of Data Acquisition and Analysis, Human Rights Campaign: Adam Scruggs is the Associate Director of Data Acquisition and Analysis at the Human Rights Campaign, where he has worked for four years. In this role, Adam is responsible for the collection, management, and strategic analysis of data to support HRC's programmatic and fundraising goals. Prior to this position, Adam worked as

1. Webinar: Converting Prospects to Multichannel Gold For Audio Call: 1-408-792-6300 Event Number: 664 293 501 Presented By: Jeff Regen, M+R Strategic Services, Adam Scruggs, Human Rights Campaign and Justin Perkins, Care2.com April 19, 2011

3. If you are having internet audio problems, you can dial in using a landline 1-408-792-6300 Event Number: 664 293 501

4. If you lose your internet connection, reconnect using the link emailed to you.

5. WebEx Support: 1-866-229-3239For Audio: 1-408-792-6300 Event Number: 664 293 501

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9. The problem Part 1: Anyone seen this before? It’s my name It’s my list

10. The Problem Part 2 What year is your nonprofit structured for?

11. 1991? Mail Face-to-Face Telemarketing Nonprofit Supporter Television (no DRTV)

12. Or 2011? Mail Face-to-Face Email Telemarketing Nonprofit Supporter Television (DRTV) Mobile Social Networks Website

13. The Problem Part 3: Other big trends Nonprofit offline donors are aging Donor files are shrinking Retention is falling (and online low already) Direct mail costs are increasing / fundraising margins are shrinking  Nonprofits need (younger) more valuable donors

15. Income about the same as onlineHow about revenue and retention?

16. Multichannel donor revenue* looks great… * Target Analytics Internet donorCentrics data

17. …and retention does, too!* * Target Analytics Internet donorCentrics data

18. Maximizing value of online recruitment…

19. …and growing sustainer files DRTV  Web and phone Face-to-face  Follow-up online and offline Mail donors converted via telemarketing Online / telemarketing / (limited mail)  Great, largely untapped and lowest startup costs Recapture  Multichannel is key

20. Making Multichannel Work: Integrated Campaigns Planned issue campaigns Unplanned “hot issue” campaigns Membership-oriented campaigns …onboarding stream critical, too (HRC)

21. Multichannel: Planned Issue Campaign

22. Obstacles to multichannel Organizational structure, culture, processes Data integration Know-how

23. Organizational structures 1. Siloed 2. Online, other coordinating teams Coordinating Teams 3. Centralized, integrated

24. Aligned goals and integrated processes Organizational goals Grow list; $$$; advocacy impact Budgets Incentives Single acquisition / investment budget? Metrics: ROI Culture: “What’s best for our organization” / highest ROI Share credit! Data integration

26. 100k activists recruited

27. 30k in the last 12 months

29. 6-10% perform the action on average

31. Several goals:

32. Generate actions in support of our mission and to build loyalty

33. Generate membership gifts

35. Online constituent data is immediately fed into our membership database and ALL of that data is available for all channels of communication

36. Weekly all-vendor calls, 100% data sharing

38. Audience consisted of new activists recruited over the last 12 months

39. 5,700 contacts with Care2 recruits

40. Care2 Recruits Performance:

41. 14.4% Pledge Rate

42. $30 Average Gift

44. Data about online actions sent to the telemarketing firm.

46. It’s a process – Some pledge immediately. 2% of refusals went on to become members over the next year. 3% of those who did give are now sustainers.

49. Recognizing that activists form a core part of our mission (what they do)

50. Establishing that the next step is to become a member to marry their passion with our expertise (what they need to do next)

53. Little/no direct revenue from the text, but…

55. 6.45% of all these donors have joined as sustainers, compared to an average of 1.4% for other donor sources.