1 ©2011 Convio, Inc. | Page Integrated Multichannel Marketing and Fundraising Best Practices

2 ©2011 Convio, Inc. | Page Younger Donors & Constituents Wanted But it’s more likely him… Rather than her…

3 ©2011 Convio, Inc. | Page % Giving Total Annual Giving b % Give 35.9M donors $796 yr/avg 4.2 charities b % Give 28.5M donors $341 yr/avg 3.6 charities b % Give 52.2M donors $901 yr/avg 5.2 charities b. ≤ % Give 30.8M donors $1066 yr/avg 6.3 charities Generational Giving Study Size of each pie is significant – represents total population of each

4 ©2011 Convio, Inc. | Page ANNUAL GIVING DONATED BY CHECK BY MAIL PRIMARY CHANNELS REGULARLY ON FACEBOOK Changing Constituent Landscape Matures 39M POPULATION Boomers Gen X 78M POPULATION 62M POPULATION

5 ©2011 Convio, Inc. | Page Direct donation 42%Attended event19% Visited website 27%Promoted to others15% Donated goods23%Volunteered15% Direct donation51%Attended event 18% Donated good28%Volunteered 16% Visited website19% Direct donation61% Donated goods25% Attended an event13% Direct donation71% Donated goods26% Attended an event13% Gen Y Gen X Boomers Matures First Engagement

6 ©2011 Convio, Inc. | Page Word of Mouth is Critical GEN YGEN XBOOMERMATURE 87%89% 82%76% “Peer to peer solicitation is the most acceptable form of solicitation”

7 ©2011 Convio, Inc. | Page New Donor Challenge Source: Target Analytics donorCentrics™ Index of National Fundraising Performance | Fourth Quarter 2010

8 ©2011 Convio, Inc. | Page Old Theory, New Applications

9 ©2011 Convio, Inc. | Page New Donor Renewal Rate 34.4% 50.9% Direct Mail +48% Integrated Marketing Source: Company whitepaper entitled “Integrating Online Marketing (eCRM) with Direct Mail Fundraising” 1 Traditional defined as offline use. 2 Internet Enabled defined as both offline and eCRM use. Donor Value Over 12 Months $96 $187 Direct Mail +95% Integrated Marketing Lifetime Donor Value $314 $694 Lifetime Donor Value Direct Mail +121% Integrated Marketing Channel Integration Value

10 ©2011 Convio, Inc. | Page Acquisition Increasingly Online Source: Target Internet donor-centric report

11 ©2011 Convio, Inc. | Page Increasingly Multichannel Behavior % say appropriate solicitation channel GEN YGEN XBOOMERMATURE 77%79%74%77% 76%69%60%51% 69%60%38%17% 51%42%39%34% 38%25%16%13% Mail Social Media Phone Text

12 ©2011 Convio, Inc. | Page Major Donors Multichannel Too 86% visit website before making gift offline Only 8% very inspired by websites, s 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

13 ©2011 Convio, Inc. | Page Fundraising has Changed, Permanently Again -- donors expect more transparency and tangibility Direct mail continues but no longer dominates Multichannel practices must evolve quickly Video, social and mobile become mainstream Systems deliver strategic advantage/ productivity People drive change!

14 ©2011 Convio, Inc. | Page Donor Transparency Expectation

15 ©2011 Convio, Inc. | Page Direct mail and telemarketing need to evolve

16 ©2011 Convio, Inc. | Page Understand constituency as a whole

17 ©2011 Convio, Inc. | Page Interact on an individual level and track relationships Donors Advocates Volunteers Event attendees Board members Corporations Media Academics Public officials

18 ©2011 Convio, Inc. | Page

19 ©2011 Convio, Inc. | Page Where Does Your Staff Spend Their Time? Researching Donors Cleaning the Database Running Reports Merging Lists Double Data Entry Wondering Where to Focus

20 ©2011 Convio, Inc. | Page Productivity: Information At Finger Tips

21 ©2011 Convio, Inc. | Page Traditional Expensive Closed Single channel On-premise “Next Gen” Systems Complex Manage Donors Manage Donors Next-Generation Multi-Channel Cost-effective On-demand Open Easy-to-use Manage All Relationships

22 ©2011 Convio, Inc. | Page Research tells us that a multichannel approach is the only option for reaching across generational constituencies, for planning for the next generation and meeting our constituent’s expectations. Some key tactics that will ease the migration to incorporate digital channels as Boomers spend more time online and younger generations make more significant financial impact. Online feeder acquisition ( address collection and social) Segmentation methodology Top 10 multichannel marketing principles Putting the Pieces Together

23 ©2011 Convio, Inc. | Page Applying Generational & Channel Learnings Audit online strategy and tactics to determine how you are meeting generational needs. Create connections between the online and offline worlds to support generation “migration” and giving channel preference.

24 ©2011 Convio, Inc. | Page How are we meeting Generational Needs? MaturesBoomersGen XGen Y Attitudes/ Values Unconditional Looking for you to be good stewards of their $ Time vs. Money Premeditated Giving Online Connection Peer Motivated Time to Give Back What’s In It For Me? Random Tactics + Strategies

25 ©2011 Convio, Inc. | Page Assessment: How do we reach Matures? Annual Tax Receipts Charity Navigator Insignia Fundraising Expenditure Disclosure E-Newsletters Unconditional Stewardship of Donor $’s

26 ©2011 Convio, Inc. | Page How are we meeting Generational Needs? MaturesBoomersGen XGen Y Attitudes/ Values Unconditional Looking for you to be good stewards of their $ Time vs. Money Premeditated Giving Online Connection Peer Motivated Time to Give Back What’s In It For Me? Random Tactics + Strategies Longer-form appeals Annual Tax Receipts Guidestar/BBB/Charity Navigator logos Fundraising Expenditure Disclosure E-Newsletter

27 ©2011 Convio, Inc. | Page Assessment: How do we reach Boomers? Renewal Appeals and Notices Event Fundraising Donation (vs. Participation) Basic Donation Forms Volunteer Opportunities Data Mining Planned Giving Pre-meditated Giving Time vs.. Money

28 ©2011 Convio, Inc. | Page How are we meeting Generational Needs? MaturesBoomersGen XGen Y Attitudes/ Values Unconditional Looking for you to be good stewards of their $ Time vs. Money Premeditated Giving Online Connection Peer Motivated Time to Give Back What’s In It For Me? Random Tactics + Strategies Longer-form appeals Annual Tax Receipts Guidestar/BBB/Charity Navigator logos Fundraising Expenditure Disclosure E-Newsletter Renewal Appeals and notices Event Fundraising Donation (vs. participating) Basic Donation Forms Volunteer Opportunities Data Mining Planned Giving E-Newsletter

29 ©2011 Convio, Inc. | Page Assessment: How do we reach Gen X? Create/Donate to a Tribute Fund Make a Monthly Gift Sign a Pledge/take an action Event Attendance Mobile Site Optimization Random, peer motivated Online connection

30 ©2011 Convio, Inc. | Page How are we meeting Generational Needs? MaturesBoomersGen XGen Y Attitudes/ Values Unconditional Looking for you to be good stewards of their $ Time vs. Money Premeditated Giving Online Connection Peer Motivated Time to Give Back What’s In It For Me? Random Tactics + Strategies Longer-form appeals Annual Tax Receipts Guidestar/BBB/Charity Navigator logos Fundraising Expenditure Disclosure E-Newsletter Renewal Appeals and notices Event Fundraising Donation (vs. participating) Basic Donation Forms Volunteer Opportunities Data Mining Planned Giving E-Newsletter Creation of/Donation to a Tribute Fund Make a Sustained/Committed gift Sign a pledge Event attendance Mobile Site Optimization

31 ©2011 Convio, Inc. | Page Premiums/Contests Event Participation Social Media Mobile Outreach Assessment: How do we reach Gen Y? What’s in it for me? Time to give back

32 ©2011 Convio, Inc. | Page How are we meeting Generational Needs? MaturesBoomersGen XGen Y Attitudes/ Values Unconditional Looking for you to be good stewards of their $ Time vs. Money Premeditated Giving Online Connection Peer Motivated Time to Give Back What’s In It For Me? Random Tactics + Strategies Longer-form appeals Annual Tax Receipts Guidestar/BBB/Charity Navigator logos Fundraising Expenditure Disclosure E-Newsletter Renewal Appeals and notices Event Fundraising Donation (vs. participating) Basic Donation Forms Volunteer Opportunities Data Mining Planned Giving E-Newsletter Creation of/Donation to a Tribute Fund Make a Sustained/Committed gift Sign a pledge Event attendance Mobile Site Optimization Premiums/Contests Event Participation (vs.. Donation) Social Media Mobile Outreach

33 ©2011 Convio, Inc. | Page Ability to influence the overall relationship through an online campaign Online must serve as a list acquisition channel for offline campaigning Online Feeder Acquisition

34 ©2011 Convio, Inc. | Page Very simply is it time to begin capturing birth year data and segment based on generational characteristics and assumptions? Does the offer and primary action change based on what we know about constituents? Segmentation Methodology Cancer Organization Cancer Research Month GenerationMaturesBoomerGen XGen Y Call to ActionGive to all Cancer Research Give to a Cancer Tribute Fund Create a Tribute for Cancer Research

35 ©2011 Convio, Inc. | Page Simplifies messaging and actions Cohesive experience Follow an Integrated Calendar

36 ©2011 Convio, Inc. | Page Don’t offend a mid- or major donor with a $15 ask Respect & Acknowledge Giving Behavior

37 ©2011 Convio, Inc. | Page Channel demographics should influence your decision to promote an offer Vary Ask and Offers by Channel

38 ©2011 Convio, Inc. | Page Encourage response in preferred channels while maximizing reach through traditional means Empower Constituents to Respond in Channel of Choice

39 ©2011 Convio, Inc. | Page Opportunity to educate and ultimately convert to donors Welcome and Romance Prospects

40 ©2011 Convio, Inc. | Page Embrace and encourage channel-hopping and shifts “Cannibalization” is Retention

41 ©2011 Convio, Inc. | Page Establish organization and departmental metrics that support and never penalize for channel shifts Gauge Campaign Results across All Channels

42 ©2011 Convio, Inc. | Page Take the long-term view and gauge response based on engagement and your ability to motivate via each channel. Factor Engagement into ROI

43 ©2011 Convio, Inc. | Page To identify and ultimately target highly engaged but underperforming constituents Leverage Online Data to Build More Effective Traditional Programs

44 ©2011 Convio, Inc. | Page Determine gaps in existing strategy that new technology might fill Confront New Technologies

45 ©2011 Convio, Inc. | Page Thank you for attending! Next Steps: Download today’s presentation and additional free resources that will help your organization execute multichannel strategies Connect with us! Blog: