giving goes quantum case viii
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03/02/2016
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RuffaloNoelLevitz
GivingGoesQuantum
February,2016
BrianGaworandSimoneRobbins
CASEVIIIConference2016
RuffaloNoelLevitz
Headtopollev.com/ruffalonl
toparticipateinlivepolls
Noappneeded Phone,tablet,laptop
Nodevice,justshouttoafriend!
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RuffaloNoelLevitz WELCOME
BrianGawor,CFREVicePresidentofResearch FormerAnnualFundandMajorGiftsofficer DoctoralstudentatIllinoisStateUniversity
SimoneRobbinsVicePresidentandConsultant WorkswithCanadianand
CASEIandIIpartnerships GraduateofMcMasterUniversity TorontoNative
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NERD TRANSLATOR
RuffaloNoelLevitz IMPORTANT NOTES
We will be moving fast!
Available after:
All slides with links
What other people said to what is a fundraiser?
Poll responses
We are available after today!
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Headtopollev.com/ruffalonltoparticipateinlivepolls
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RuffaloNoelLevitz
RuffaloNoelLevitz
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RuffaloNoelLevitz THE ADVANCEMENT COMMUNICATIONS TOOLKIT
Reality:A like is not a check.
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TheAlumniParticipationProblem
From2007to2015,69%ofUSinstitutionsdeclinedinalumnidonors.Theaveragelosswas26%ofthedonorcount!
Source:RNLstudyofVoluntarySupportofEducationdata.2015VSEfromCAE
14.90%
9.50%7.70%
5.00%
20.40%
14.20%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
AllHigherEducation AllPublicHigherEducation AllPrivateHigherEducation
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RuffaloNoelLevitz
LOTS OF CONTACT
LOTS OF LIKEA LEAKYBUCKET
AN ACTIONGAP THE
SOLUTION?
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TIME TO GOFULL ON NERD.
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RuffaloNoelLevitz GETONYOURLABCOAT
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TRADITIONALVIEW:
QUANTUMVIEW:
Askthis GetThat.
CREATEAFIELDOFINFLUENCE
RELATIONSHIPSTATUS:ITSCOMPLICATED
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RuffaloNoelLevitz
The(donor)HeisenbergUncertaintyPrinciple:
Youcannotknowthespeedandpositionofadonoratthesametime.
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RuffaloNoelLevitz THEWHYAXIS LISTANDGNEEZY
Importanttoalsothinkaboutwhatthedonorreceivesintheexchange.
Thewarmgloweffectcanbepowerful.(Andreoni)
Resultsofnumeroussocial,educationalandfundraisingexperimentsonaninternationalscale.
Generally,immediateincentivesarethemosteffective.
Itsnotalwaysmoneyorstuff.
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RuffaloNoelLevitz LET YOUR DONORS CONNECT
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RuffaloNoelLevitz FROM OUR FRIENDS DOWN UNDER
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Amessagetomydonor:Iwontletyoudown.IpromiseIwillmakeadifference. Sydneyscholarshiprecipient.
Amessagetomydonor:Iwontletyoudown.IpromiseIwillmakeadifference. Sydneyscholarshiprecipient.
https://youtu.be/7nXkPVHimpE
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RuffaloNoelLevitz SEND THEM A PERSONAL VIDEO?
Oneinstitutiontypicallysawafulfillmentoffirsttimefallphonathondonorsofabout38%byJanuary.
Thosethatweresentavideofollowupbytheirstudentcallerhadfulfillmentof56%byJanuary.
S PhilanthropyDayVideoExamplefrom:
RuffaloNoelLevitz NEW SURVEY: ASKING GIVING
ofstudentfundraisers(phonathon)indicatethatbecauseoftheirexperience,theyaremorelikelytogive.
RuffaloCODY2014SurveyUSA,Canada,Australia
n=714
94%https://www.ruffalonl.com/papersresearchhighereducationfundraising/2014/developingphonathoncallerswithchallengeandsupport B
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RuffaloNoelLevitz MILLENNIALGIVING
Millennialsviewtimeandnetworkasequaltomoney.
Valuesmall,incrementalacts.
Volunteer,Volunteer,Donatecycle 97%prefertousetheirskillstohelp.
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RuffaloNoelLevitz THE VOLUNTEER TO DONATE CYCLE
in 2010, among people who had performed 60 or more hours of volunteer work the previous year, 91% made donations, giving an average of $784.
In comparison, 79% of those who had not volunteered during the year had made donations, averaging $288.
from Charitable Giving by Canadianshttp://www.statcan.gc.ca/pub/11-008-x/2012001/article/11637-eng.pdf
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CANADIANS,VOLUNTEERINGANDDONATING:
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RuffaloNoelLevitz INVOLVE THE TEAM IN STORYTELLING
Talktocolleagues Geteveryoneonboard Respectandprotectprivacy CreateaStoryBank UseSocialMedia
StrengthinStorytelling BrennenJensenChronicleofPhilanthropy,Nov.6,2014philanthropy.com
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WhatmotivatesMillennialsisadesiretoaffecttheir causethroughyour organization
withtheir friends.DerrickFeldmann
TheMillennialImpactProject@AFPIntl2014
themillennialimpact.com
MILLENNIAL CAUSE MOTIVATION
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FACULTYSTUDENTS
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RuffaloNoelLevitz BRAINSCANS OF DONORS?
80%ofplannedgivershavegivenannually.
Dr.RussellJames(TexasTech):fMRIbrainscanofsubjectsaskedtocontemplategiving,volunteer,andbequestdecisions.
Bequestdecisions:activatethebrainareasassociatedwithmortality.
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RuffaloNoelLevitz BRAINSCANS OF DONORS?
Autobiographical:Plannedgivingisaboutalegacyandsymbolicimmortality.
BequestsdecisionsareFirstPerson ratherthanThirdPerson brainactivity.
http://www.slideshare.net/rnja8c/plannedgivingandthebrain# B
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RuffaloNoelLevitz ACTION: BECOME PART OF THE DONORS STORY
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RuffaloNoelLevitz U IS FOR URGENCY
Doourdeadlines(fiscal,calendar)mattertodonors?
Urgencyinfluencesdonoraction.
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RuffaloNoelLevitz URGENCY:THEGIVINGCHALLENGE
Agoalthatoftenresultsinapledgedreward Mostcommonlynowanumber ofdonorsratherthana
percentage Potentiallyaspecificdollargoal Usuallyadeadlinethatdoesnotchange Bestchallengesutilizevolunteersas
missionarieswholeveragetheirnetworks Increasingly,trackedonlineand
throughsocialmedia
GivingDayPlayBook.org
Tuesday
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RuffaloNoelLevitz URGENCY:MATCHINGCHALLENGES
Challengesareeffective.
1xMatchallthatisneededanythingmoremakeslittledifference.
Greatifthechallengerisconnectedtothedonor.
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RuffaloNoelLevitz OUR DEADLINE ARE OURS
Theendofthefiscalyeariscoming
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FUNDRAISING FUSION IS THE NEW ROI
RESPONSE RATES PHONE CASE STUDY
55.3%48.3%
11.3%Phone + Mail
+ E-mailPhone + Mail Phone
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PreDMMessages
$169.33
$234.36
4.27%
8.70%
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
9.00%
10.00%
$0.00
$50.00
$100.00
$150.00
$200.00
$250.00
DonorMailingNoVM DonorMailingReceivedVM
ImpactofPreDMVoicemail
AverageGift ResponseRate
FFATestof5,984mailingssplitbetweenmessageandnopremailcommunication
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PhoneResponsivePiecesWAY 11,350totalbadnumbers
identifiedinFY15 Estimateof5,000remaining
badnumberstobeidentifiedthisFY
Attempts 10,000alumnirecordsestimatedtopass15attempts
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RuffaloNoelLevitz CHANNEL SELECTION
65%ofconsumersadmittorespondingtoadirectmailappealthroughanonlinemethod.
44%ofmarketersusing3ormorechannels. DigitalMarketingAssociation,2014and2015
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ImpactofThankYouCallsOnRetentionThank YouTest Thanked NotThanked
PledgeRate 81.4% 69.9%CCRate 36.9% 16.7%
ContactRate 87.1% 80.8%
Shttp://blogfm.ruffalonl.com/2015/11/arethankyoucallsworththeeffort/
RuffaloNoelLevitz
KStateStewardshipPostcardImpactStewardshippostcardstonondonorsimprovedpledgerateperformance
5%
5%
6%
3%
0% 1% 2% 3% 4% 5% 6%
1PostCardReceived
2PostCardsReceived
3PostCardsReceived
NoPostCardsReceived
OverallAcquisitionRate
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RuffaloNoelLevitz CANADIAN PHONE AVERAGE PLEDGE
$22
$56
$96
$123
$136
$299
$105$110
$110
$121
RuffaloNoelLevitz REMOVE BARRIERS
Commonsourcesoffrictioningiving:
badonlinegivingportals
longdirectmailresponsedevices
mailonlyresponse
toomanydecisionsfordonor
toomanyclicks
friction
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RuffaloNoelLevitz BARRIERS IN ONLINE GIVING
Howmanyclicksdoesittaketogive?
Registration
3minutesand58secondsonaverageforanonlinepurchase.
4minutesand15secondsforonlinedonations*.
Askyourteam:Whatdoweactuallyneedtoacceptagift?
*http://www.kimbia.com/10waysincreaseonlinedonationsoptimizedonorexperience/(NielsonNormanGroupStudy)
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RuffaloNoelLevitz REDUCING BARRIERS
Variablepresspersonalization.
Acceptall paymentmethods.
Linkdirectmailtoonlinegiving.
Presumptive creditcardasksinphonathonandinboundcalls.
Action:Aspirational,butreasonablegiftarrays.(checkboxes)
Action:ReducingFRICTIONmaybeyourbestROIandimproveyoursolicitationsimmediately
BBarriers
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3:58, 65%,
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GIVING IS QUANTUM
CONNECTION WITH THE DONOR
TIMING +URGENCY
CHANNEL
EASE OF GIVING
WARMING U