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THE FUTURE IS NOW

2013 WASHINGTON NONPROFIT CONFERENCE. THE FUTURE IS NOW. STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS. Everything you need to know to create a winning multi-channel direct response strategy. Cathy Finney, The Wilderness Society Jessica Harrington, Schultz & Williams.

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THE FUTURE IS NOW

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  1. 2013 WASHINGTON NONPROFIT CONFERENCE THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS Everything you need to know to create a winning multi-channel direct response strategy Cathy Finney, The Wilderness Society Jessica Harrington, Schultz & Williams

  2. 2013 WASHINGTON NONPROFIT CONFERENCE • Agenda • First things first (the boring stuff) • Six unexciting things every fundraiser must do • Campaign planning (the fun stuff) • Questions THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  3. 2013 WASHINGTON NONPROFIT CONFERENCE The boring stuff … THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  4. 2013 WASHINGTON NONPROFIT CONFERENCE Before you begin…. THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  5. 2013 WASHINGTON NONPROFIT CONFERENCE #1: Think THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  6. 2013 WASHINGTON NONPROFIT CONFERENCE Understand your organization’s priorities… • Tell the world about your cause • Effect change at the policy level • Build a major gift program to fund large initiatives • Create corporate relationships • Improve watchdog ratings • Revenue goals THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  7. 2013 WASHINGTON NONPROFIT CONFERENCE Decide how direct response can support those priorities… • Leading source of unrestricted revenue? • Feeder program for major/planned gifts? • Community of advocates? • Large grassroots base of support? • Key marketing resource? THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  8. 2013 WASHINGTON NONPROFIT CONFERENCE Important things to think about as you go into your planning stage: • External • Leadership changes • Anniversaries • Galas • Capital Campaigns • Upcoming milestones, highlights or threats THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  9. 2013 WASHINGTON NONPROFIT CONFERENCE Important things to think about as you go into your planning stage: • Internal • Where you’ve been, where you are and where you need to be • What’s working/what’s NOT • Have you really created an integrated multi-channel strategy in the past? • How efficient has your plan been? • What resources do you have? Do you need? THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  10. 2013 WASHINGTON NONPROFIT CONFERENCE #2: Analyze... THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  11. 2013 WASHINGTON NONPROFIT CONFERENCE Your market • Benchmark against competitors • Identify areas where you can improve • Set growth goals THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  12. 2013 WASHINGTON NONPROFIT CONFERENCE Your constituent base • Understand your key performance indicators • Donor churn • Retention • Upgrade/downgrades • Gift stratification • Donor types THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  13. 2013 WASHINGTON NONPROFIT CONFERENCE Your channels • Trends on channel effectiveness • Is one channel better than another at acquiring donors? Renewing? Upgrading? Bringing on sustainers? • Should you redirect any resources toward other channels? • Are there new channels you can test/investigate? THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  14. 2013 WASHINGTON NONPROFIT CONFERENCE Your campaigns • Individual campaign performance • Long-term trends • Seasonality THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  15. 2013 WASHINGTON NONPROFIT CONFERENCE #3: Prioritize! • How can your program support the overall organizational priorities? • What specific goals do you have for the direct marketing program? THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  16. 2013 WASHINGTON NONPROFIT CONFERENCE #4: Set goals! • Reach for the stars, but keep your feet on the ground • Develop multiple scenarios, but don’t share them all • Make sure your budget is based in reality THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  17. 2013 WASHINGTON NONPROFIT CONFERENCE #5: Allocate your budget accordingly • You do have a budget, don’t you? • Have you been told what it is? Or do you have the ability to build it? • Are you working with limited resources? (We all are.) THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  18. 2013 WASHINGTON NONPROFIT CONFERENCE THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  19. 2013 WASHINGTON NONPROFIT CONFERENCE #6: Create a testing plan THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  20. 2013 WASHINGTON NONPROFIT CONFERENCE Create a two-tiered testing plan • Priority 1 – improving metrics on your donor base • Priority 2 – understanding your donor base and organization better THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  21. 2013 WASHINGTON NONPROFIT CONFERENCE Cathy and Jessica’s Top Eight Testing Pet Peeves… • Testing that’s not actionable • Testing for the sake of testing • Tests that win, but are never implemented • Forgotten tests • Statistically irrelevant testing • Tests that are never challenged • Not setting up a control group • Only testing creative and technique THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  22. 2013 WASHINGTON NONPROFIT CONFERENCE Now you’re ready for the fun stuff… THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  23. 2013 WASHINGTON NONPROFIT CONFERENCE A few things to think about: THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  24. 2013 WASHINGTON NONPROFIT CONFERENCE Quarterly themes • Align with organizational priorities • We’re not driving the bus here! • To the extent that we can, align with organizational messaging priorities • Should be donor-centered THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  25. 2013 WASHINGTON NONPROFIT CONFERENCE At The Wilderness Society… • Messaging alignment with organizational priorities and leadership has been non-existent • Gradually testing into language which is consistent across all TWS communications • Created anoutline of themes for the year and work hand in hand with marketing/comms to develop messaging • Q1: Strategic Framework/Congress • Q2: Go Outside and Play • Q3: Energy • Q4: Landscapes/Legacy THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  26. 2013 WASHINGTON NONPROFIT CONFERENCE Time to build your plan…. THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  27. 2013 WASHINGTON NONPROFIT CONFERENCE Start with your themes… THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  28. 2013 WASHINGTON NONPROFIT CONFERENCE Lay out campaigns… • Begin with what’s known: Pillar campaigns & successful techniques: • Matching Gift • Annual Fund or special campaigns • Renewals/Series THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  29. 2013 WASHINGTON NONPROFIT CONFERENCE Lay out campaigns… • Add in campaigns to match your themes • Add in acquisition THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  30. 2013 WASHINGTON NONPROFIT CONFERENCE Lay out campaigns… • Add in comprehensive email campaigns THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  31. 2013 WASHINGTON NONPROFIT CONFERENCE Lay out campaigns… • Layer in specialty programs • Add stewardship THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  32. 2013 WASHINGTON NONPROFIT CONFERENCE Put in your audiences…

  33. 2013 WASHINGTON NONPROFIT CONFERENCE Add in channels THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  34. 2013 WASHINGTON NONPROFIT CONFERENCE PLAN! Here’s an example of a January schedule…

  35. 2013 WASHINGTON NONPROFIT CONFERENCE PLAN! And an example from August…

  36. 2013 WASHINGTON NONPROFIT CONFERENCE Don’t forget to add in general online promotions…

  37. 2013 WASHINGTON NONPROFIT CONFERENCE Check your work … • Do these campaigns support the donor life cycle? • Are your campaigns going to meet their revenue goals? THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  38. 2013 WASHINGTON NONPROFIT CONFERENCE Recap • Plan the plan: • Think about internal and external opportunities and challenges • Analyze • Prioritize • Set goals • Allocate budget • Create a testing plan • Build out campaigns THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

  39. 2013 WASHINGTON NONPROFIT CONFERENCE Thank You! Multi-Channel Planning Cathy Finney The Wilderness Society Jessica Harrington Schultz & Williams THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

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