Families and Friends and Peers ... Oh My!!!
- Economic downturn dramatically and instantly impacted return rates and giving rates.
- The housing crisis decreased neighborhood stability. The length of residence was a strong indicator of likelihood to both volunteer and give, and was impacted by greater turnover and empty homes in neighborhoods.
- Nonprofits were also adjusting their budgets and, in some cases, cutting other channels that were also affecting the names available for programs like this.
True peer to peer, where the participant has a true relationship with a possible donor, transcends proximity and most economic factors and has led to more stability in the returns and ROI.
KH: At MOD, we're seeing it's not just about the traditional neighborhood list we give every volunteer. Social fundraising, reaching beyond your neighbors into your social sphere has changed the traditional model.
NON: What is the perceived (or actual) value of the volunteers who raise money for MOD through this program? What is the value of the donors they bring into the organization?
KH: Our analysis has shown that 93 percent of our neighborhood volunteers have taken multiple actions with our organization, and as every marketer knows, constituents who engage in multiple programs have higher retention rates and overall value. The vast majority of them (79 percent) also make personal donations in addition to raising funds within the neighborhood. The donors generated from each campaign are warm prospects and fed into future direct-response campaigns. In 2012, more than 230,000 donors originally acquired through Mothers March gave more than $6.7 million to other direct-response initiatives but didn't participate in Mothers March.
NON: Have you all considered it as an acquisition strategy for the organization, or are other goals involved?
KH: When we began, it wasn't viewed as an acquisition effort at all — although I know many organizations did with regard to their campaigns. But really it is an acquisition strategy that for us has always made good, up-front revenue. The number of donors generated through each volunteer is significant. We recently did some analysis that showed since 2006, we acquired almost 360,000 Mothers March donors who have lifetime giving through last year of $11.3 million.
Vice President, Strategy & Development
Eleventy Marketing Group
Angie is ridiculously passionate about EVERYTHING she’s involved in — including the future and success of our nonprofit industry.
Angie is a senior exec with 25 years of experience in direct and relationship marketing. She is a C-suite consultant with experience over the years at both nonprofits and agencies. She currently leads strategy and development for marketing intelligence agency Eleventy Marketing Group. Previously she has worked at the innovative startup DonorVoice and as general manager of Merkle’s Nonprofit Group, as well as serving as that firm’s CRM officer charged with driving change within the industry. She also spent more 14 years leading the marketing, fundraising and CRM areas for two nationwide charities, The Arthritis Foundation and the American Cancer Society. Angie is a thought leader in the industry and is frequent speaker at events, and author of articles and whitepapers on the nonprofit industry. She also has received recognition for innovation and influence over the years.