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RUFFALO NOEL LEVITZ | UMKC CASE STUDY

University of - City Foundation's Investment in RNL Digital Dialogue Results in a 104% increase in Average Gift Size

The Perfect Timing In the fall of 2016, Emily Wurtz, director of annual giving at the –Kansas City (UMKC) Foundation, was planning the fiscal year-end campaign when she was invited to the Ruffalo Noel Levitz (RNL) Digital Philanthropy and Millennial Engagement Conference. While attending the conference, Wurtz heard how RNL’s latest product, RNL Digital Dialogue, boosts donor engagement by targeting digital ads in the channels potential supporters use every day—online. Since UMKC was already planning a direct mail campaign, Wurtz knew RNL Digital Dialogue would be a perfect complement to reach donors and increase exposure to the campaign. “Traditionally About UMKC Foundation at UMKC, we’ve been a little conservative in what we’ve tried, and we Founded in 2009, UMKC Foundation is haven’t tested new areas to help with our results,” Wurtz said. “We felt devoted to raising funds for the university this was a perfect opportunity to touch our prospect base in a different and for exercising fiduciary responsibility way than we’ve ever done.” over endowments and other philanthropic investments made to UMKC. Enabling strong, sustained leadership to advance Engaging Donors Digitally the university's interests is the core of The goal of the fiscal year-end campaign was to increase donor reach UMKC Foundation's purpose. and average gift size. Because this was a new venture, the UMKC team wanted to test performance. UMKC identified 57,000 prospects and About RNL Digital Dialogue split the list based on if they had an email address for the prospect. RNL Digital Dialogue boosts donor Roughly 32,000 contacts were to receive the direct mail piece and engagement by delivering relevant digital ads, while the remaining 25,000 would receive only the direct messages through top social networks mail piece. like Facebook and thousands of sites— including mobile apps—so you can reach With the campaign goals and university branding in mind, RNL more donors where they are—online. developed ads that encouraged making a donation now and We work to make your campaigns more incorporated the school mascot and students. “I loved how the ads effective with tailored digital outreach that looked, designed very well and professionally. The ads looked very connects you with your supporters online. UMKC, and a lot of times when you outsource design work, you don’t We provide the technology, targeting, and get that. I was really impressed how everything came together,” creative to make your digital outreach Wurtz said. compelling to acquire, engage, and convert more donors. For one month, relevant ads were shown to the digital group in targeted display ads in specified geographic areas.

LEARN MORE AT RUFFALONL.COM/DIGITAL OR CALL 800.876.1117 TO SPEAK WITH OUR DIGITAL MARKETING AND FUNDRAISING SPECIALISTS

[email protected] | 800.876.1117 | RuffaloNL.com

[email protected] | 800.876.1117 | RuffaloNL.com | 800.876.1117 | [email protected]

TO SPEAK WITH OUR DIGITAL MARKETING AND FUNDRAISING SPECIALISTS FUNDRAISING AND MARKETING DIGITAL OUR WITH SPEAK TO

800.876.1117 CALL OR RUFFALONL.COM/DIGITAL AT MORE LEARN

AVERAGE GIFT AVERAGE

ONLY GROUP GROUP ONLY GIFT AVERAGE

DIRECT MAIL MAIL DIRECT GROUP DIGITAL VS.

$157.73 $323.11

RATE

INCREASE IN RESPONSE RESPONSE IN INCREASE

14%

THE DIGITAL GROUP DIGITAL THE

OF THE DONATIONS FROM FROM DONATIONS THE OF

75%

GIFT SIZE GIFT

INCREASE IN AVERAGE AVERAGE IN INCREASE

104%

IMPRESSIONS IN 4 WEEKS 4 IN IMPRESSIONS Award Winning Ads! Winning Award

500,000

were really impressive,” Wurtz explained. Wurtz impressive,” really were

mail only recipients was $157.73. “The response rates we saw saw we rates response “The $157.73. was recipients only mail

percent of total dollars raised. The average gift size for direct direct for size gift average The raised. dollars total of percent

$323.11 donation, and the 657 gifts received accounted for 75 75 for accounted received gifts 657 the and donation, $323.11

Average gift size from the digital group was an impressive impressive an was group digital the from size gift Average

percent response rate from the direct mail only prospects. prospects. only mail direct the from rate response percent

a 2.02 percent response rate from the digital group vs. a 1.76 1.76 a vs. group digital the from rate response percent 2.02 a

The one-month campaign yielded 500,000 impressions and and impressions 500,000 yielded campaign one-month The

A Successful Campaign Successful A

UMKC CASE STUDY CASE UMKC | LEVITZ NOEL RUFFALO