Power Shift: Secrets to Success in the Digital Donor-Centric World

1. Power Shift: Secrets to Success in the Digital Donor-Centric World AFP San Antonio | February 24, 2011

2. About Convio • Software and services to reach, inspire and move people to support nonprofits • Fundraising, marketing, advocacy, constituent relationship management • Preferred technology and services partner for over 1,300 nonprofits of all sizes Fundraising Best Practices www.convio.com/fundraising Client success stories: www.convio.com/portfolio Best practices, white papers, tip sheets & more: www.convio.com/resources Contact us: info@convio.com 1-888-528-9501 ext. 1

3. About Kell Partners

4. The Next Generation Research Canadian Report Coming Soon in partnership with hjc and STRATCOM US Report Available at: www.convio.com/nextgeneration

5. Overview The art and science of fundraising is changing

6. The Challenge Revenue Growth Source: Target Analytics, 2009 Index of National Fundraising Performance

7. Generational Shift Gen Y Gen X Boomers Matures

8. Generational Giving 79% Give 30.8M donors $1066 yr/avg 6.3 charities $32.7 B/yr 67% Give 52.2M donors $901 yr/avg 5.2 charities $47.1 B/yr Total annual giving 58% Give 35.9M donors $796 yr/avg 4.2 charities $35.9 B/yr 56% Give 28.5M donors $341 yr/avg 3.6 charities $9.7B/yr % Giving

9. Generational Reporting – Prospect Intelligence • Track Prospect Intelligence Details • Determine Inclination for Giving • Compare your Generation Groups • Classify your Constituents for Segmentation and Reporting

10. Channel Shift New Donor Renewal Rate Donor Value 12 Months Lifetime Donor Value $694 +121% $187 +95% $314 +48% 50.9% $96 34.4% Internet Enabled Internet Enabled Internet Enabled Legacy Legacy Legacy Source: Represents the results of a single Convio client as described in a 2006 report entitled “Integrating Online Marketing (eCRM) with Direct Mail Fundraising” by Convio and StrategicOne. Legacy represents just offline use. Internet Enabled includes both offline and online use.

11. Channel Shift – Part II

12. Channel Shift – Reporting

13. Expectation Shift: Transparency “If you can be transparent about how the money is being used, it can motivate a lot of people to participate” Premal Shah, President, Kiva.org

14. Expectation Shift: Control

15. Expectation Shift: Major Donors • 86% visit website before making gift offline • Only 8% very inspired by websites, emails • 75% want to control frequency and content • Want tax receipts, renewal notices and financial progress updates Source: Wired Wealthy, Convio, Sea Change Strategies and Edge Research, 2008

16. Strategy Shift: Leveraging Evangelists

17. Recommendations • Excel at the basics • Tune your website for conversion • Make giving tangible • Send email that people want • Create compelling, multi-step appeals • “Up-level” your engagement • Step up your outreach

18. Tune Your Website for Conversion

19. Make Giving Tangible

20. Make Giving Tangible - continued

21. Send Email That People Want Be “donor-centered” Don’t be a slave to your schedule Pay attention to engagement metrics

22. Create Compelling, Multi-Step Appeals

23. Recommendations • Excel at the basics • “Up-level” your engagement • Implement “engagement pathways” • Use engagement data strategically • Enhance your channel integration • Change the rules of donor management • Step up your outreach

24. Donor Conversion Pathway DAY 3 DAY 1

25. Major Donor “Pathway” • Differentiated content • Bi-directional dialog • Online data informs offline engagement

26. Use Engagement Data Strategically Sustainers 2 E=9 Average Cumulative Giving Sustainers 1 E=7 Donors 2 E=10 Disengaged Donors E=0 Donors 1 E=6 Benchwarmers 1 E=1 Inactives E=0 Benchwarmers 2 E=4 Active Advocates E=12 “Engagement Factor”

27. Change the Rules of Donor Management • Manage all relationships in one database • Access your data “on-the go” • Configure systems to support your processes • Access the reports you require • Implement robust prospect tracking and pipeline reporting

28. Recommendations • Excel at the basics • “Up-level” your engagement • Step up your outreach • Empower your constituents • Leverage paid sources strategically • Lay foundations for new channels

29. Solicitation Channel Appropriateness (From charities/nonprofits with established relationship) % say appropriate solicitation channel (rank ordered by very important –blue)

30. Empower Your Constituents

31. Awareness of Haiti Text-to-Donate Seen/heard anything recently about making a donation via text for earthquake relief in Haiti? 77% total Heard a lot Gen Y:60% Gen X:64% Boomers: 52% Matures: 50%

32. Lay Foundations for New Channels: Mobile

33. Foundations for New Channels: Social Media

34. Summary of Recommendations • Excel at the basics • Tune your website for conversion • Make giving tangible • Send email that people want • Create compelling, multi-step appeals • “Up-level” your engagement • Implement “engagement pathways” • Use engagement data strategically • Enhance your channel integration • Change the rules of donor management • Step up your outreach • Empower your constituents • Leverage paid sources strategically • Lay foundations for new channels

35. Questions & Additional Resources Fundraising Best Practices www.convio.com/fundraising Client success stories: www.convio.com/portfolio Next Generation Research: www.convio.com/nextgeneration Best practices, white papers, tip sheets & more: www.convio.com/resources Contact us: info@convio.com 1-888-528-9501 ext. 1