Together at Last: The Happy Union of Online and Offline Fundraising!

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Tuesday, March 22, 2011 Presented by: Harry Lynch CEO, Sanky Communications Inc. Paul Habig Executive Vice President, SankyNet

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Together at Last: The Happy Union of Online and Offline Fundraising! Tuesday, March 22, 2011 Presented by: Harry Lynch CEO, Sanky Communications Inc. Paul Habig Executive Vice President, SankyNet www.sankynet.com Twitter - @sankynet

State of Integrated Fundraising ,[object Object]

Typical nonprofit now receives 8% of income online.

2/3 of major donors report looking at a charity’s website before giving.

Facebook estimated to be fastest growing company ever!

57% of donors report “a lot of” awareness of text donation options following Haiti.

Many charities seeing 30%-40% of direct mail recipients making their gifts on website. ,[object Object]

Why Integration? Coordination of channels: ,[object Object]

Increases long-term value of donorsBuilding blocks of integration: ,[object Object]

Mobile, Apps, Telemarketing and more…,[object Object]

State of the Union # 1: Email ,[object Object]

Many prime donors now rely on the medium.

But collecting email addresses in direct mail is very slow going… email appends typically find only 10-20% of records.

Some of the best offline donors still don’t use email.,[object Object]

Email Acquisition www.sankynet.com Tuesday, March 22, 2011

State of the Union # 2: Print ,[object Object]

DM audience is starting to move online for transactions.

But classic direct mail donor is not the most Web savvy.

Risks of distraction when we pull a direct mail donor online. ,[object Object]

Coordinated Email Campaign June 11, 2010

State of the Union #3: Web Pages ,[object Object]

Success of recurring giving programs is catapulted to new levels online.

Most websites serve multiple purposes beyond fundraising – and are often hands off as far as development is concerned.

Data tracking can be limited… and success at channel-migration hard to measure.,[object Object]

Homepage Lightbox – integrated with TV promo

State of the Union # 4: Search Marketing ,[object Object]

Average gift tend to be high… and long-term value is tremendous!

Paid search can be a great source of new email addresses, while organic traffic brings potential donors to your site.

But there is little hard evidence of donor crossover to search engines.

A high volume of donations is harder to come by in this channel.,[object Object]

“Microfinance” – Search Engine Optimizing Freedom from Hunger January 2011 – Page 1 July 2010 – Page 4

Search Engine Marketing Pay-Per-Click Ad

Search Engine Marketing - Landing Page Test ,[object Object]

Build on visitor activity maps to optimize campaign“Child” “Holiday”

Don’t forget Bing and Yahoo! Pay-Per-Click Ad

State of the Union # 5: Social Media ,[object Object]

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1. Together at Last: The Happy Union of Online and Offline Fundraising! Tuesday, March 22, 2011 Presented by: Harry Lynch CEO, Sanky Communications Inc. Paul Habig Executive Vice President, SankyNet www.sankynet.com Twitter - @sankynet

3. Typical nonprofit now receives 8% of income online.

4. 2/3 of major donors report looking at a charity’s website before giving.

5. Facebook estimated to be fastest growing company ever!

6. 57% of donors report “a lot of” awareness of text donation options following Haiti.

9. Increases average gift

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12. Response by Sent Channel

13. Case Study 1:EMAIL

14.

15. Many prime donors now rely on the medium.

16. But collecting email addresses in direct mail is very slow going… email appends typically find only 10-20% of records.