Motivate Your Fundraisers to Higher Goals with Incentive Marketing Programs Are you struggling to motivate your fundraisers to reach their goals? Or, to raise their goals once they’ve reached them? Is your traditional email marketing ineffective or non-existent? Are you looking for a simple way to reward your fundraisers for all their hard work? In this webinar, we will show you how incentive marketing can boost your fundraisers level by integrating an online fundraising platform, a robust pre-event communications plan, and a motivating incentive program into your fundraising campaign this year.

1. Mo#vate
Your
Fundraisers
to
Higher
Goals
with
Incen#ve
Marke#ng
Programs

2. Who is FirstGiving

3. Fundraising solutions
Peer-to-Peer Donor
Fundraising Pages Analytics and
Online Donations and Event Market
Registrations Research
Personal Support for your nonprofit, donors, and fundraisers
Easy, tested, and secure transaction processes for the donor

4. Key
Takeaways
to
increase
income
• Integrating
an
online
fundraising
platform
&
recognition
gift
program
for
maximum
income
• Impact
of
Income
Triggered
Email
Campaigns
(ITEC)
on
income
• Impact
of
gift
program
on
income
• Learn
how
other
organizations
have
succeeded
with
similar
integration

5. What
does
Turnkey
do?
• Recognition gift programs to increase
fundraising
• Marketing campaigns about the
recognition gift programs deployed
both inside and outside of Blackbaud

6. CLIENTS
Include
• Alzheimer s Association
• American Cancer Society
• American Lung Association
• Autism Speaks
• Hydrocephalus Association
• Melanoma Research Foundation
• National Psoriasis Foundation
• One Home Many Hopes
• Special Olympics
• Susan G. Komen

7. Our Model
Turnkey Promotions Recognition
Program

8. Best
prac#ces
to
produce
results
• Online fundraising platform
• Pre event marketing
• Ongoing, personal communication
• Timely fulfillment of the promise
• Evaluate and adjust

9. Data
is
the
fuel
ITEC
Recruitment
and
Data
Cer*ficates
Reten*on
Collec*on
Analysis

10. Participant Experience
Register
• Via event online platform to collect data
Fundraise
• Receive encouraging ITEC managed by Turnkey
EVENT DAY
Redeem Gift
• Receive coded certificate (email/postal) managed
by Turnkey
Receive Gift
• Delivered by Turnkey with thank you insert

11. #1 Key Component
1. Robust communications and marketing
2. Personalized, direct delivery
certificates
3. Branded product and timely fulfillment
4. Evaluate and adjust annually

12. Marke#ng
a
recogni#on
program
• Posters
• Fliers
• Sample kits
• Word of mouth
• Social media
• Email marketing directly to
fundraisers

13. Income
Triggered
Email
Campaign
• ITEC = Most important element
• Direct to participant communication = key
• Timed and personal
• We dangle the carrot to motivate
• Opt out rates = practically zero
• Turnkey managed or within online platform

14. ITEC Open Rate Example
• 1,810 emails sent on 5/14/10
• 63% of all recipients opened email
• 85% clicked a link
• 0.34% (6) unsubscribed

15. ITEC
Impact
on
Fundraisers:
Special
Olympics
–
Virginia
Polar
Plunge
• Online participants only
• Control group did not receive ITEC
• Test group received ITEC
• 6 week, pre-event campaign

16. $100,000
$80,000 21% more
money
$60,000
from ITEC
$40,000
group!
$20,000 Group
1
( control)
Group
2
(test)
$0
Money
Raised

17. ITEC Impact on Donations
Special Olympics – Iowa Over the Edge
• Online participants only
• Reviewed donation activity
• Reviewed donation dollars
• 14 total ITEC messages

18. Donation activity increased!
236% 256%
increase increase

19. Higher dollars raised!
219%
199% Increase
Increase

20. #2 Key Component
1. Robust communications and marketing
2. Personalized, direct delivery
certificates
3. Branded product and timely fulfillment
4. Evaluate and adjust annually

21. Personalized,
Direct Delivery Certificates
• Data submitted in electronic format
• Personalized to participant
• Certificates via email or postal
• Multiple attempts to deliver(3)

22. Higher redemption rates
Certificate
Division Delivery % Redeemed Likelihood of Delivery
OH EMAIL 37% High
CA EMAIL 38% High
GW EMAIL 40% High
OH Postal 41% High
CA Postal 41% High
GW Postal 34% High
OH Non-Personalized 2% Low
CA Non-Personalized 3% Low
GW Non-Personalized 7% Low

23. Measurable ROI
NON- REDEEMER
Redeemers REDEEMER Average gift
Average Average investment REDEEMER
Division Fundraising Fundraising (6%) ROI
CA10 $610 $844 $51 358%
GW10 $832 $1,162 $70 371%
OH10 $908 $1,065 $64 145%

24. #3 Key Component
1. Robust communications and marketing
2. Personalized, direct delivery
certificates
3. Branded product and timely fulfillment
4. Evaluate and adjust annually

25. Gifts
Branded – Limited - Restricted
• Trophy value
– Logo ties to emotion
– Limited choice defines meaning
– Restricted availability increases value
• Recruitment and event growth
• Appropriate

26. Timely Fulfillment
• Certificate distribution within 1 week
• Stocked gifts ship within 10 days
• Manage participant customer service
• Reputable carrier

27. ITEC and Branded Gifts =
Higher Income & New Fundraisers?
Susan G. Komen - Kansas City
¡ Online fundraising participants only
¡ Gift earning participants only
¡ Two (2) year comparison

28. Fundraisers & Income increased!
234% Increase in 103% Increase in
Fundraisers Fundraiser Income

29. Redeemers
raise
more
Avg
Dollars
per
Fundraiser
$1,200
$1,000
$982
$800
$600
Avg
Dollars
per
Fundraiser
$400
$200
$253
$0
Redeemers Non-­‐Redeemers

30. #4 Key Component
1. Robust communications and marketing
2. Personalized, direct delivery
certificates
3. Branded product and timely fulfillment
4. Evaluate and adjust annually

31. How’s
it
possible
• Data
collection
• Online
fundraising
platform
• Personalized,
coded
certificates
• Certificate
delivery
direct
to
participant

32. Top
10
things
you
can
do
to
make
your
incen#ve
program
produce
measurable
ROI
1. Use your recognition program as a recruitment tool.
2. Push all registrants onto Blackbaud, for communications channel.
3. Communicate using the fundraiser s name, and info about them.
4. Learn and use all features your org owns in BB to communicate.
5. Drink this Kool-Aid – high fundraisers want recognition gifts
regardless of how they answered the survey question.
6. Recognize early and often to impact fundraising behavior. Avoid your
program morphing into a thank you gift.
7. Consider recognizing at individual, team and team captain levels.
8. Select recognition gifts branded to your organization.
9. Use data comparing fundraiser redemption behavior to fundraising
income of each individual to develop ROI measure.
10. Use email drop calendar and donor activity to analyze campaign.

33.
Katrina
VanHuss
katrina@turnkeywow.com
800-­‐405-­‐7829
x108
Tracy
Hale
tracy@turnkeywow.com
804-­‐405-­‐7829
x106
www.turnkeywow.com/nonprofit
www.turnkeywow.com/tools

34. Connect with FirstGiving in our social spaces
Facebook: facebook.com/firstgiving
Twitter: twitter.com/firstgiving
FirstGiving Insights blog:
http://insights.firstgiving.com
Online Fundraising blog:
http://blog.firstgiving.com

35. Thank you!
Interested in learning more about FirstGiving?
Contact:
Amber Williams
Online Fundraising Consultant
Email: Amber.Williams@firstgiving.com
Telephone: 617-542-5123