Case Study: Operation Smile
Seizing the Opportunity,
Rising to the Challenge(s!)
Kyla Shawyer
COO, Operation Smile
Tom Harrison
CEO, Russ Reid
Right strategic partner
Right experience
Right people
CONTROL OFFER:
“$15 will help provide
surgeries to children
with cleft palate”
CONTROL OFFER:
“$15 will help provide
surgeries to children
with cleft palate”
1 surgery = $240
or
$20/month
 Major gifts
 Direct mail program
 What else?
Where did we get the money?
Long form or short form?
$20/month
or
$240 for a surgery?
Landing page
or
call center?
How do we handle
attribution of web
donations?
Creative
How should we tell our story?
How do we show severe images?
Founders
or
celebrity?
Which regions resonate best?
Hide
Before & After
TV
Events
Donor
Experience
Mail
Digital
PAUSE
The story behind the story…
Where we were…
Department silos
Revenue silos
Donor “ownership” issues
Poor donor experience
Where we were
Marcomm
vs.
DR
The future of fundraising – “One big happy family”
Old Way
New Way
Organizational Philosophy/structure
Fragmented; competitive
Holistic; collaborative
Organizational Philosophy/structure
Multiple Channels/businesses ultimately
overseen by the individual department head
Integrated Channels/businesses overseen by
one CRM head
Focus
Short-term: reaching this year’s goal
Long-term: building for the long-term
Measurement of Success
‘Channel owners’ judged by the results from their
channel
Channel owners judged by the results generated
by the entire enterprise
Measurement Metric
Short-term focus: revenue/net revenue
generated by the channel
Long-term view: overall value (revenue+ ‘non
financial value’) generated by the constituent
Data records
“Owned” by the channel which acquired record
Owned by all channels
Strategic Initiatives
WIIFM (What’s In It For Me): developed and
launched by individual businesses
WIIFU (What’s In It For Us): developed by CRM
head, after weighing enterprise options; launched
by individual businesses
Touchpoint Philosophy
Independent: communications launched when it
makes most sense for the Individual
channel/business
Interdependent: one common Communications
Plan shared by all channels/businesses.
Touches driven by what makes the most sense
for the constituent
Communications Philosophy
Organization-centric: about our needs and what
interests us
Constituent-centric: about the constituent’s
interests, and what appeals to donors
Tom Gaffney, Nonprofit Times, 2008
Challenges – The Stomach Ache
“This is how we’ve always done it.”
“But we are Marketing and
Communications, not
Fundraising?”
“How will we be able to measure
ROI?”
Breaking down the silos
Who do I need on my side?
Do your homework
Focus on consensus building
Create advocates
It’s going to hurt a little bit!
Donor first
Seize the momentum!
 25th anniversary
 4,000 surgeries in 10 days across 25
countries with medical volunteers
from 80+ countries
 DMA Nonprofit of the year
So where did we end up?
Marketing Organizational Structure
Tom Gaffney, Nonprofit Times, 2008
Infrastructure for Growth
COO
VP
Marketing
VP Donor
Services
VP
Development
DR
Fundraising
Database
Major Gifts
Digital Media
Donor
Relations
Events
Infrastructure for Growth
COO
Account
VP Director/
Strategy/
Marketing
Analytics
President
Strategy
Creative
Media
Account
DonorDirector
VP
Services
Account/
Media/
DR
Strategy/
Fundraising
Analytics
Analytics
Supervisor/
Data
Database
Control
Media/
Strategy
Teleservcs
Manager/
DonorData
Relations
Control
Digital Media
SVP
VP
Development
Account
Director
Major Gifts
Account
Executive/
Events PR Director
Global “Group Hug”
Organization-wide re-branding effort
Surveyed all stakeholders for input:
Defined core values
New mission statement
Developed a new tag
“Brand essence” video
Where We Are Now
 Integrated campaigns
 Look globally and strategically
 Increased donor value and our value to the donor
Operation Smile
FY14 U.S. Multichannel Fundraising Calendar
July
Broadcast weeks:
7/1
7/8
7/15
August
7/22
7/29
8/5
8/12
September
8/19
8/26
9/2
9/9
9/16
October
9/23
9/30
10/7
10/14
November
10/21
10/28
11/4
11/11
December
11/18
11/25
12/2
12/9
12/16
January
12/23
12/30
1/6
1/13
February
1/20
1/27
2/3
2/10
March
2/17
2/24
3/3
April
3/10
3/17
3/24
3/31
4/7
4/14
May
4/21
4/28
5/5
5/12
June
5/19
5/26
6/2
6/9
6/16
6/23
Television (Darker = Heavier)
Long Form
English Short Form
Spanish Short Form
Online Display
Run of Site/Retargeting
Affiliates
eMiles and Swag Bucks
My Points
My Points
My Points
Paid Search
Grants & Paid
Direct Mail
Acquisition Main Drop (mail date)
Acquisition Follow-up Drop (mail date)
Cultivation
7/2
Child's Art (GIK)
Low Dollar Cultivation
Left to Die
7/19
Summer NL
8/6
8/14
Instant Fix (GIK)
Rwanda Smiles (GIK)
8/26
9/2
Rwanda Smiles (DC)
7/23
9/24
The Journey
1 in 10 (GIK)
10/10
Matching Gift
11/1
Holiday Card (Match)
11/12
11/21
12/5
Newsletter
Year End (Match)
Membership Card
Stock an OR
Airmail
Matching Gift
Newsletter
6 Kids
Bounce Back
Summer Challenge
Tax Receipt
Buried Alive
Fiscal Year End
9/2
Welcome Series
Smile Partner - Cash
Smile Partner - Credit Card
Acknowledgement (Ltrs, Call Weekly)
Premium Fulfillment Mailings
Lapsed Donor Prevention Series
E-mail
Campaigns
Gift Catalog
Does not include donors on upcoming guest lists
Print Catalog
Telefundraising
Lapsed
Campaigns
Live
TBD
TBD
11/1 Holiday Match Appeal
11/26
11/1 Holiday Matching Challenge Campaign
11/12
11/1 Holiday Match appeal
11/19
8/6 Send Now GIK Appeal
8/19
Active
Donor Care
Cultivation
Campaigns
Does not include donors on upcoming guest lists
10/16
Online Catalog
8/14
Summer Newsletter
8/26
Send Now DM
1 in 10 (GIK)
10/10
11/1
11/8
Main Drop
Holiday Card (Match)
11/12
11/21
Newsletter
Chaser Drop
3/26 Spring Matching Challenge Campaign
3/19 Spring Matching Challenge Campaign
Stock an Op Rm w/ GIK offer 13x Drops 1/31
Stock an OR
12/5
Year-End (Match)
FY End w/ Match offer extension
Spring Campaign Main
Newsletter
Tax Receipt
Spring Campaign Chaser
Fiscal Year End
Chaser Drop
Main Drop
Campaign Reporting One Sheets
Donors to campaign and DC portfolio
MG Portfolios
Holiday Card
11/21
Prospect Cultivation
(also birthdays, anniversaries, personal milestones)
Main Drop
Chaser Drop
11/1
11/8
DM Solicitation
(in-person plus DM signed by MGOs)
Stewardship (Impact Reporting)
(hand signed cards with B&As, photos from field)
Newsletter
8/14
Donors to campaign and DC portfolio
Tax Receipt
TBD
Holiday Card
12/7
Year End
12/12
Conference Call
TBD
Conference Call
TBD
Spring Campaign
TBD
Newsletter
11/12
Annual Report
TBD
Events
Summer Challenge
TBD
Newsletter
TBD
Palm Beach Smile
Toronto Smile
From the Field
TBD
DC Grin Smile
Evening of Smiles
Occasion
LA Gala
Dallas
Princeton Smile
DWT S/NC Event
Park City Smile
Jr. Smile
New York Smile
Event Donors
Event Thank You
Cultivation
11/12
Newsletter
12/5
Year End (Match)
Newsletter - All
"Ngan" version for event participants
Event Donor Version (Match)
Boston Smile
July
Broadcast weeks:
7/1
7/8
7/15
August
7/22
7/29
8/5
8/12
September
8/19
8/26
9/2
9/9
9/16
9/23
Television (Darker = Heavier)
Long Form
English Short Form
Spanish Short Form
Online Display
Run of Site/Retargeting
Affiliates
eMiles and Swag Bucks
Paid Search
Grants & Paid
Direct Mail
Acquisition Main Drop
Acquisition Follow-up Drop
General Donor Cultivation
Low Dollar Cultivation
7/2
Child's Art (GIK)
Left to Die
7/19
Summer NL
8/6
8/14
Instant Fix (GIK)
7/23
Rwanda Smiles (GIK)
8/26
9/2
Rwanda Smiles (DC)
9/2
Spanish Cultivation
Welcome Series
Acknowledgement (Ltrs, Call Weekly)
Premium Fulfillment Mailings
Lapsed Donor Prevention Series
E-mail
Campaigns
Gift Catalog
Print Catalog
Online Catalog
Telefundraising
Lapsed
Donor Care
Active Partner
Smile Partner Program
MoBill - Cash
MoBill - Credit Card
Patner Conversion
Donor Care Program
Cultivation
Campaigns
Campaign Reporting Back
MG Portfolios
Prospect Cultivation
(also birthdays, anniversaries, personal milestones)
8/14
Summer Newsletter
8/26
Send Now DM
9/24
The Journey
Goal: Teamwork = 1,000 smiles!
Direct Response
Development
1.000
Smiles
Medical Volunteers
Utah
Chapter
Student
Programs
650%
What did we learn?
1.
Clear objectives
2.
Board, management and staff alignment
3.
Secure budget
4.
Hire the right agency partner
5.
Hire the right people
6.
Know your donors
7.
Create the right offer
8.
Choose optimum channels
9.
Integrate across all media
10. Target creative at the right audience
11. Test. Test. Test.
12. Micromanage call center and landing pages
13. Invest in growth
14. Retention. Retention. Retention.
15. Lather. Rinse. Repeat.
What can go wrong?
1.
Non-alignment
2.
Internal messaging battles
3.
Silos
4.
Insufficient commitment
5.
Insufficient infrastructure
6.
The “I have ideas too” syndrome
7.
Not implementing the 40/40/20 rule
8.
Response channel oversights
The next 10 years
The story, behind the story,
behind the story…
Does a merger make sense?
How do we keep our key
stakeholders aligned as we continue
to change and grow?
How do we change our
special events culture to a
major gift culture?
How fast do we grow globally?
Q&A
Thank you!
Kyla Shawyer
kshawyer@operationsmile.org
757.321.3225
Tom Harrison
tharrison@russreid.com
626.463.9400