Convio, Inc. and StrategicOne Conduct First Comprehensive Study Quantifying Impact of Online Engagement on Giving

Online Constituent Relationship Management (eCRM) Improves Rate of Giving by Offline Donors

 Convio, Inc., in partnership with StrategicOne, LLC, have conducted the nonprofit sector's first comprehensive study quantifying the impact of online engagement (eCRM) and multi-channel marketing on overall giving. The data, presented at the DMANF conference in Washington, DC, shows that online engagement improves how much offline (direct mail) donors give each year and the rate at which they renew (retention rates) even if they continue to give solely in the mail. If they opt to give online as well, i.e., become multi-channel, their rate of giving and retention rate increases further.

Details of the research have been published in a whitepaper, "Integrating Online Marketing (eCRM) with Direct Mail Fundraising: Adding a New Communication and Donation Channel Increases Donations," available at http://www.convio.com/impaper.

The study, conducted in the summer of 2006, examined donor behavior for the SPCA of Texas, a regional animal welfare organization and Convio client. Data shows that increased value of adding an online donation and solicitation channel for donors acquired offline yielded a 39% increase per donor over 12 months. Additionally, donors receiving eCRM outperform those who only receive offline communications — giving twice as much or more in their lifetimes.

About Convio

Convio is the leading provider of software and services to help nonprofits use the Internet strategically to build strong relationships with constituents for driving fundraising, advocacy and other forms of support. Convio has online solutions for fundraising, advocacy, Web content management, event fundraising, ecommerce and email communications. All solutions include the Constituent360™ platform, a sophisticated, online marketing database that centralizes constituent data and integrates with offline databases.

Convio's clients include American Red Cross, American Diabetes Association, American Society for the Prevention of Cruelty to Animals, AVON Foundation, Easter Seals, Farm Aid, National Association of REALTORS®, National Multiple Sclerosis Society, Sierra Club, Susan G. Komen for the Cure, and Thirteen/WNET New York. For more information, please visit www.convio.com.

About StrategicOne

Since 1997, StrategicOne has worked to increase the knowledge and intelligence with which charitable organizations raise funds through direct marketing channels. StrategicOne has particular strength in the area of predictive analytics and CRM methodologies and framework. Improving constituent relationships involves more than behavior-based analytics. Potential donors' gift choices depend upon their attitudes about, their interactions with, and the messages they receive from charities. Recent communication-oriented projects have sought to optimize the number and pattern of appeals, the content and themes of appeals, and, especially, the channels — direct mail versus online — through which appeals and donations are made.

StrategicOne's clients include Alliance Defense Fund, American Red Cross, Food for the Poor, Prison Fellowship Ministries, Concerned Women for America, Missionary Oblates of Mary Immaculate, and Moody Bible Institute. For more information, please visit http://www.strategic-one.com/.

Press Contact:
Karoline McLaughlin
Director, Corporate Communications
Convio, Inc.

Convio, Inc. and StrategicOne Conduct First Comprehensive Study Quantifying Impact of Online Engagement on Giving | Convio