Fundraising Strategies

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Fundraising Strategies Three Mini-Case Studies of
Online Fundraising Tests
Presented by Geoff Handy, Director of
eCommunity The Humane Society of the United
States Public Media Conference, Boston, February
22, 2007
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Our Online Fundraising Program

• Emphasizes email list growth
• Viral growth through tell-a-friend

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Our Online Fundraising Program

• Emphasizes email list growth
• Viral growth through tell-a-friend
• Email capture at all online touch points

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Our Online Fundraising Program

• Emphasizes email list growth
• Viral growth through tell-a-friend
• Email capture at all online touch points
• Embraces CRM
• Value for (and from) our advocates and donors
• Data collection, management, and application
• Personalization and segmentation

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Our Online Fundraising Program, contd

• Engages donors through serial campaigns
• Multi-faceted, multiple-email campaigns on our
  priority issues
• Action emails, appeal emails, tell-a-friend
  emails, action pages, eCards, videos and
  slideshows, microsites, contests, surveys

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Three Recent Tests

• Welcome email series
• Segmented appeal
• Integrated online/offline appeal

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1. The Welcome Series

• Test is ongoing, with continuous testing of
  communication streams
• Our current program features
• Monthly sustainer ask within 7 days of sign-up

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1. The Welcome Series

• Test is ongoing, with continuous testing of
  communication streams
• Our current program features
• Monthly sustainer ask within 7 days of sign-up
• Welcome message 30 days out with soft ask

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1. The Welcome Series

• Test is ongoing, with continuous testing of
  communication streams
• Our current program features
• Monthly sustainer ask within 7 days of sign-up
• Welcome message 30 days out with soft ask
• Tell us how were doing survey 60 days out
  lands on customized donation ask at surveys
  completion

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2. The Segmented Appeal

• Test run in December 2006
• We grouped online file into four buckets based on
  past actions
• Came up with heirarchy for those in multiple
  buckets
• We then mailed appeals tailored to their past
  behaviors, and tested against a control (our
  typical year-end appeal)

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Year end 2006 Segmentation Test
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Segmentation Test Results
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The Integrated Online-Offline Appeal

• Test ran during May-June 2006
• Goal To raise funds for our lobbying arm, the
  Humane Society Legislative Fund, on the federal
  PETS Act

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The Integrated Online-Offline Appeal, contd

• Key question Do integrated online-offline
  appeals bring in more revenue?
• We set up four communication streams
• Email appeal only
• Direct mail piece only
• Pre email postcard, followed by DM piece
• DM piece, followed by email appeal

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The Integrated Online-Offline Appeal, contd

• We tested by source...
• Direct Mail Acquired
• Internet Acquired Donors
• Katrina subgroup
• PETS Act subgroup (non donors)
• ...and by recency
• 0-6 vs. 6-12 month

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How We Managed the Test
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Test ResultsDirect-Mail Acquired Donors
n 5,000, all 0-6 months recency
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Test ResultsInternet-Acquired Donors
n 5,000, all 0-6 months recency
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Conclusions

• Integrated messaging provides significant lift,
  with highest lift in DM-post email stream
• Highest Net for both DM and Internet-Acquired
  Donors
• BUT...Net/M is best in email-only stream

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Follow-Up Questions/Tests

• Does higher net and increased frequency of DM
  communications mean that DM should remain part of
  the mix for donors with email addresses?
• What is the impact on fundraising ratios?
• What is impact on online advocacy and fundraising
  program and overall donor relationship?

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Follow-Up Questions, Contd

• Can we identify donors who are online-responsive?
• What is opportunity cost of managing integrated
  appeals?
• What would a multiple email stream show?

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