giving goes quantum case viii

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  • 03/02/2016

    1

    RuffaloNoelLevitz

    GivingGoesQuantum

    February,2016

    BrianGaworandSimoneRobbins

    CASEVIIIConference2016

    RuffaloNoelLevitz

    Headtopollev.com/ruffalonl

    toparticipateinlivepolls

    Noappneeded Phone,tablet,laptop

    Nodevice,justshouttoafriend!

  • 03/02/2016

    2

    RuffaloNoelLevitz WELCOME

    BrianGawor,CFREVicePresidentofResearch FormerAnnualFundandMajorGiftsofficer DoctoralstudentatIllinoisStateUniversity

    SimoneRobbinsVicePresidentandConsultant WorkswithCanadianand

    CASEIandIIpartnerships GraduateofMcMasterUniversity TorontoNative

    S

    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!

    S

    Headtopollev.com/ruffalonltoparticipateinlivepolls

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    RuffaloNoelLevitz

    RuffaloNoelLevitz

    S

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    RuffaloNoelLevitz THE ADVANCEMENT COMMUNICATIONS TOOLKIT

    Reality:A like is not a check.

    S+B

    RuffaloNoelLevitz

    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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    5

    RuffaloNoelLevitz

    LOTS OF CONTACT

    LOTS OF LIKEA LEAKYBUCKET

    AN ACTIONGAP THE

    SOLUTION?

    B

    RuffaloNoelLevitz

    TIME TO GOFULL ON NERD.

    B

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    RuffaloNoelLevitz GETONYOURLABCOAT

    B

    RuffaloNoelLevitz

    TRADITIONALVIEW:

    QUANTUMVIEW:

    Askthis GetThat.

    CREATEAFIELDOFINFLUENCE

    RELATIONSHIPSTATUS:ITSCOMPLICATED

    B

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    RuffaloNoelLevitz

    The(donor)HeisenbergUncertaintyPrinciple:

    Youcannotknowthespeedandpositionofadonoratthesametime.

    B

    RuffaloNoelLevitz THEWHYAXIS LISTANDGNEEZY

    Importanttoalsothinkaboutwhatthedonorreceivesintheexchange.

    Thewarmgloweffectcanbepowerful.(Andreoni)

    Resultsofnumeroussocial,educationalandfundraisingexperimentsonaninternationalscale.

    Generally,immediateincentivesarethemosteffective.

    Itsnotalwaysmoneyorstuff.

    B

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    RuffaloNoelLevitz LET YOUR DONORS CONNECT

    B

    RuffaloNoelLevitz FROM OUR FRIENDS DOWN UNDER

    S

    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.

    B

    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

    B

    CANADIANS,VOLUNTEERINGANDDONATING:

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    RuffaloNoelLevitz INVOLVE THE TEAM IN STORYTELLING

    Talktocolleagues Geteveryoneonboard Respectandprotectprivacy CreateaStoryBank UseSocialMedia

    StrengthinStorytelling BrennenJensenChronicleofPhilanthropy,Nov.6,2014philanthropy.com

    B

    RuffaloNoelLevitz

    WhatmotivatesMillennialsisadesiretoaffecttheir causethroughyour organization

    withtheir friends.DerrickFeldmann

    TheMillennialImpactProject@AFPIntl2014

    themillennialimpact.com

    MILLENNIAL CAUSE MOTIVATION

    B

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    RuffaloNoelLevitz

    S

    RuffaloNoelLevitz

    FACULTYSTUDENTS

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    RuffaloNoelLevitz BRAINSCANS OF DONORS?

    80%ofplannedgivershavegivenannually.

    Dr.RussellJames(TexasTech):fMRIbrainscanofsubjectsaskedtocontemplategiving,volunteer,andbequestdecisions.

    Bequestdecisions:activatethebrainareasassociatedwithmortality.

    B

    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

    S

    RuffaloNoelLevitz

    S S

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    RuffaloNoelLevitz U IS FOR URGENCY

    Doourdeadlines(fiscal,calendar)mattertodonors?

    Urgencyinfluencesdonoraction.

    Why ?B

    RuffaloNoelLevitz URGENCY:THEGIVINGCHALLENGE

    Agoalthatoftenresultsinapledgedreward Mostcommonlynowanumber ofdonorsratherthana

    percentage Potentiallyaspecificdollargoal Usuallyadeadlinethatdoesnotchange Bestchallengesutilizevolunteersas

    missionarieswholeveragetheirnetworks Increasingly,trackedonlineand

    throughsocialmedia

    GivingDayPlayBook.org

    Tuesday

    12B

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    RuffaloNoelLevitz URGENCY:MATCHINGCHALLENGES

    Challengesareeffective.

    1xMatchallthatisneededanythingmoremakeslittledifference.

    Greatifthechallengerisconnectedtothedonor.

    S

    RuffaloNoelLevitz OUR DEADLINE ARE OURS

    Theendofthefiscalyeariscoming

    B B

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    33

    FUNDRAISING FUSION IS THE NEW ROI

    RESPONSE RATES PHONE CASE STUDY

    55.3%48.3%

    11.3%Phone + Mail

    + E-mailPhone + Mail Phone

    S

    RuffaloNoelLevitz

    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

    S

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    RuffaloNoelLevitz

    PhoneResponsivePiecesWAY 11,350totalbadnumbers

    identifiedinFY15 Estimateof5,000remaining

    badnumberstobeidentifiedthisFY

    Attempts 10,000alumnirecordsestimatedtopass15attempts

    S

    RuffaloNoelLevitz CHANNEL SELECTION

    65%ofconsumersadmittorespondingtoadirectmailappealthroughanonlinemethod.

    44%ofmarketersusing3ormorechannels. DigitalMarketingAssociation,2014and2015

    ?B

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    RuffaloNoelLevitz

    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

    S

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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

    B

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    RuffaloNoelLevitz BARRIERS IN ONLINE GIVING

    Howmanyclicksdoesittaketogive?

    Registration

    3minutesand58secondsonaverageforanonlinepurchase.

    4minutesand15secondsforonlinedonations*.

    Askyourteam:Whatdoweactuallyneedtoacceptagift?

    *http://www.kimbia.com/10waysincreaseonlinedonationsoptimizedonorexperience/(NielsonNormanGroupStudy)

    B

    RuffaloNoelLevitz REDUCING BARRIERS

    Variablepresspersonalization.

    Acceptall paymentmethods.

    Linkdirectmailtoonlinegiving.

    Presumptive creditcardasksinphonathonandinboundcalls.

    Action:Aspirational,butreasonablegiftarrays.(checkboxes)

    Action:ReducingFRICTIONmaybeyourbestROIandimproveyoursolicitationsimmediately

    BBarriers

    3 U

    3:58, 65%,

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    GIVING IS QUANTUM

    CONNECTION WITH THE DONOR

    TIMING +URGENCY

    CHANNEL

    EASE OF GIVING

    WARMING U

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