Managing Campaigns & Major Giving to Maximise Value to Your Organisation. Robert H. Lane, Ph.D. Lane Services, LLC

Transcription

1 Managing Campaigns & Major Giving to Maximise Value to Your Organisation Robert H. Lane, Ph.D. Lane Services, LLC

2 Your Speaker Dr. Robert Lane Authorized imis Solution Providers Authorized imis Fundraising Professionals Doctoral dissertation on fundraising software Extensive fundraising & direct mail experience treasurer of an association foundation using imis 2013 AiSP of the Year Work with fundraising organizations from small association foundations to large direct mail charities with millions of donors

3 What We ll Cover The Basics of the Donor Pyramid 95% give 5% of revenue 5% give 95% of revenue Strategic Development Plan maximizes each Before the gift arrives you have to ASK Major / Planned Gifts (Moves Management) Monthly & Mid Major Giving Annual Giving / Direct Marketing

4 Characteristics Direct Mkt / Annual Monthly Mid Major Major Planned Smaller, Less Often Smaller More Often Larger 1 / Yr or more Larger usually once a year Once / twice a lifetime

5 Annual Giving / Direct Marketing Complexity Develops Over Time Very Simple Getting the first gift New X (based on mission) welcome Acquire addresses Make it easy to give Get repeat gifts How many appeals? Separate past donors from non-donors Mail & Personalize if possible Very Complex Getting the first gift Acquire & mail addresses Make it easy to give List Rentals / Purchases Get repeat gifts Complex segmentations Multiple packages / creative Personalized Use mail plans

6 The Plan - RFM

7 The Plan

8 Analyze your segments Small cells Delete those that don t yield $ Offer special premium or incentive to certain segments

9 The Mechanics

10 Interpret the Results

11 Welcome Offers Try to get back - don t go crazy Acting on the Results Test 1x a year Stay top of mind - inc. frequency Best Offers Win Them Back

12 Standard RFM Definition - # of Segments in each bucket

13 Rankings Lowest Value Highest Value

14 RFM Definition Contact Query (Who we ll rank) Transaction Query (Which Transactions)

15 Standard RFM Definition Sample Results

16 Details behind RFM Contacts = Recency & Frequency Amounts = Monetary Values Used to determine rankings

17 Bottom Line Every organization is different Don t expect one size fits all solution Review your possibilities & be open to business process improvement Know your donors and prospects Use RFM (or a variation thereof) to ask the right people for the right amount at the right time

18 Salesian Missions Founded in 1859 by St. John Bosco 2 nd largest order in Roman Catholic Church Providing customized services Food, Clothing, Healthcare, Job-Skills, Dignity Caring for poor children in 130 countries More than feeding poor and homeless children Focus on rebuilding lives, self-sufficiency Over 3 million children have received services 82% of all donations go directly to programs

19 Sometimes RFM is not enough and additional criteria is required for the selection Selection and keying instructions: A. Input = imis House File EOD 3/16/12 B. Output = select records as per the following criteria. C. Explanation of selection/keying criteria: 1) Months = date of most current (latest) donation is in this time frame. 2) $ = Highest Donation Amount given in the 24 months prior to the latest donation date above is in this range. a. If this Highest Donation Amount has one of the following purpose codes or source codes ignore this transaction and search for the donor s next highest donation, within the 24 month period, which is not one of these purpose codes or source codes: A. Purpose Codes: AN UU ST II CH MS RD UP B. Source Code: EG SD b. Any donor whose transactions are all ignored should be given the Misc. Key Code as specified on the attached keying instructions. c. Exceptions: 1. If a Donor s record has 2 or more BC (Bounced Check) Purpose Transactions and does not have the equal quantity of RC (Returned Check) Purpose Transactions, then ignore this record completely. 2. If a Donor s record has one of the following Service Codes or Promotion Codes, then ignore this record completely: a. Service Codes: 3S No Appeals 41 Mail Sweeps only 1X a year 8A - January sweeps only 8C - March sweeps only 8G - July sweeps only 8I - September sweeps/christmas only 8J - Datebooks only 8K - November sweeps only b. Promotion Codes: FR Stop all mailings FN Stop all mail Undeliverable address DR Deleted (Deceased) FO Stop all mailings except Magazine. c. If the record is a Foreign address, then ignore this record completely. Continued

20 Sometimes RFM is not enough and additional segmentation is required for the selection House House House Catholic Non-Sect Spanish Last 12 Months Donors Key Key Key (April 2011 to Current Date) a. $ GEC01 GEN01 GES01 b. $ GEC02 GEN02 GES02 c. $ GEC03 GEN03 GES03 d. $ GEC04 GEN04 GES04 e. $ No Stamps GEC05 GEN05 f. $ GEC06 GEN06 GES05 g. $ No Stamps GEC07 GEN07 h. $ GEC08 GEN08 GES06 i. $ No Stamps GEC09 GEN09 j. $ GEC10 GEN10 GES07 k. $ No Stamps GEC11 GEN11 l. $1,000 & Over GEC12 GEN12 GES08 m. $1,000 & Over No Stamps GEC13 GEN13 n. Misc. GEC14 GEN14 GES Months Donors (October 2010 to March 2011) a. $ GEC15 GEN15 GES10 b. $ GEC16 GEN16 GES11 c. $ GEC17 GEN17 GES12 d. $ GEC18 GEN18 GES13 e. $ GEC19 GEN19 GES14 f. $ GEC20 GEN20 GES15 g. $1,000 & Over GEC21 GEN21 GES16 h. Misc. GEC22 GEN22 GES17

21 Spreadsheet Supports Custom SQL

22 Fundraising as a Continuum 1 Sched. 2

23 Fundraising as a Continuum Jan

24 Fundraising as a Continuum 1 Sched. 2

25 Monthly / Mid-Major The What? Monthly / Recurring Giving 20 / month for life Assume 5 years of easy giving (20 x 12) x 5 = 1200 Lifetime Value Mid-Major Each org is different Between / yr Major / Planned Gifts (Moves Management) Monthly & Mid Major Giving Annual Giving / Direct Marketing

26 Why We Cultivate Separately

27 How We Cultivate Monthly Donors Online Mailings Example: New Adopter Welcome letter Mid-Major Donors Extra touches cards, thank you calls etc. Increased personal touches Find the opportunities to increase giving and build a relationship with the donor

28 Monthly Giving ASI AutoPay Monthly Quarterly Annually Credit/Debit card (ACH coming) Uses a data vault

29 AutoPay

30 AutoPay

31 Major / Planned Giving (Moves Management) What s a Move? Right time (to ask) Right person(s) (to ask) Right person (to make the ask) Right funding opportunity Right amount Moves Management is the process that gets the answers and works towards the gift Major / Planned Gifts (Moves Management) Monthly & Mid Major Giving Annual Giving / Direct Marketing

32 Major / Planned Giving (Moves Management)

33 Manage Moves

34 Cultivation Plan

35 Cultivation Activities

36 Questions?