An Example of Truly Integrated Fundraising
	Posted by Mike Johnston at Apr 26, 2012 01:57 PM CDT

Harvey McKinnon Associates and hjc's work with TVO (Ontario’s public television station) provides a perfect example of truly integrated fundraising that just might inspire you. Beloved by its loyal viewers, TVO is public television in Ontario -- and has been for 40 years. TVO challenges, informs, educates and entertains -- believing that television can be a powerful force for good.

The Challenge
When we began work with TVO, they had suffered a loss of donors since 2005, and a significant drop in the Lifetime Value of their remaining donors. Second gift conversion rates had plummeted, and renewal rates were down. Stewardship was faltering, and donors were less and less engaged with the organization.

The Solution

• Through a combination of mail, online and telephone work, the HMA/hjc “Team TVO” led by Chris Carter reignited donor interest. We also have deeply integrated social media into the mix.
• We launched a new donor cultivation tool, the Impact Report, which keeps supporters up to date on how their donations have been spent, and makes them feel part of a wider TVO Community.

• We launched a Symbolic Giving program online and through mail and DRTV spots. We combined the mail and telephone to focus on donor cultivation, bringing in an industry-leading call centre to handle inbound fundraising calls outside of regular hours. We also developed a multi-channel (mail, phone, and online) renewal strategy, and a re-branded monthly donor program.

• We laid the groundwork for the introduction of new integrated fundraising channels such as face to face, and initial steps into on-air direct fundraising.

The Results
Quarter by quarter, TVO’s income was up between 26 to 40% over the previous year, and our happy client enjoyed their best quarter since 2006. With the work of stabilization and significant testing almost complete, TVO is now well-positioned to move forward into a serious expansion phase. 

What’s important about this case study?
The results, of course. But also that TVO was looking for a single agency to develop and implement a multi-channel strategy. Although HMA and hjc are two separate companies, we joined forces and our Strategic Lead on their account (Chris Carter) led the HMA and hjc teams to provide seamless project management from some of our sector’s best multi-channel fundraisers.