Multi-channel is hot, so it is no wonder that research into multi-channel marketing and fundraising keeps pouring in. The most recent is from Convio, which commissioned a survey of 123 nonprofits by Edge Research.
The goal of the survey was to assess the state of multi-channel marketing at nonprofits and to identify the key factors involved in multi-channel success. One interesting way this study uses the data is to categorize nonprofits into segments called "Novice," "Junior," "Intermediate," and "Advanced," depending on their sophistication in using integrated marketing. Convio calls this the "integrated marketing sophistication score," and it helps to draw some conclusions about which factors correlate with the most "sophistication."
The key insights from the survey include these:
- The nonprofits surveyed generally agreed that an integrated approach makes sense, with one of the key benefits being the unification of messages across channels, thus strengthening the organizations' brands. Such an approach seems to help cut through the clutter and increase response rates, engagement, revenue, and savings.
- Sophistication in integrated marketing does not correlate with the size of the nonprofit. Some large nonprofits have barely begun an integrated approach, while some smaller ones are quite advanced.
- The amount of money raised online varies widely among nonprofits. In this study, 29% of respondents reported raising less than 5% of "mass marketing" funds online; while 26% raised more than 25% of funds online. However, online marketing's contribution to the fundraising mix was a leading indicator for the effectiveness of integrated marketing.
When I asked for clarification of that last point, Tad Druart, Director of Corporate Communications for Convio, explained, "In other words, organizations that don't raise much online are less sophisticated (Novices) when it comes to integrated marketing effectiveness; and those that raise a fair amount of their money online (more than 25% of funds raised) are more sophisticated when it comes to integrated marketing effectiveness (Advanced).
- Having the technology to sync online and direct mail databases is essential to successful integrated marketing.
- Being able to track and mine engagement interactions is essential to integrated marketing. Some nonprofits either don't have the technical ability to gather the data or, in some cases, the expertise to use the information.
This particular study is really a follow up to Convio's report back in 2010, The Next Generation of Giving, which detailed the multi-channel habits of four generations of American and Canadian donors.
Vinay Bhagat, founder and chief strategy officer of Convio said, "Our goal for this study was to benchmark where nonprofit organizations were in their integrated marketing evolution, and codify what it takes for nonprofits of all sizes and sophistication levels to enhance success."
You can download the complete study, Integrated Multi-Channel Marketing.
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