Givers: where can you find them?

Transcription

1 Regular Givers: where can you find them? SPEAKERS Kirsty Graham Josie O Hara Proudly Sponsored by

2 why we do what we do

3 what we ll cover today challenges facing RSPCA Qld where we focused conversion acquisition what worked. What didn t. where we are at now

4 Our potential Trusted and well known organisation Great stories (and photos) to share and a clear need for ongoing support Strong Appeals program with 20,000 active donors,10,000 lapsed and thousands of event fundraisers and event donors plus raffle supporters 1,500 monthly donors as at May 2012 recruited mainly through converting existing cash supporters warm direct mail appeals as a secondary ask Small team but smart and dedicated people with organisation-wide desire to grow our regular donor base

5 What s the problem?

6 What s the problem? RSPCA QLD Gross Income Individual Giving 2012/13 22% 1% 7% 70% BEQUESTS REGULAR GIVING CASH MAJOR DONOR Regular giving only made up 7% of our individual giving income when most charities experiencing serious growth have a regular giving file of around 60%.

7 Where we looked to go first

8 Overview of Phone Campaign First test (and eventual rollout) of its kind for RSPCA Qld Three elements to the campaign: 1. Conversion of active and lapsed donors and event supporters 2. Upgrade of existing regular donors 3. Reactivation of lapsed regular donors Phone ideal channel because of flexibility, timeliness and predictability Worked with Pareto Phone who delivered the capacity and data savvy needed Calls focussed around thanking and acknowledgement initially then a compelling case study demonstrating urgency and need for ongoing support

9 Phone campaign results Campaigns Total Billable Calls No. of RG's RG RR RG Ave. Gift Cash RR Cash Ave. Gift ROI Year 5 Cost per Acquisition Million Paws Walk Conversion % $ % $ $ Existing Donor Conversion % $ % $ $ Raffle Conversion % $ % $ $ Cupcake Day Conversion % $ % $ $ Overall Results Achieved % $ % $ $ Reactivation % $ % $ $81.00

10 DM Conversion

11 DM - Online Support Creative

12 2013 DM Conversion Results

13 Cumulative Attrition Cumulative Attrition What s happened since? 10.0% 9.0% 8.0% Cumulative Attrition - Lochi Jan % 6.0% 5.0% 4.0% 3.5% 3.0% 2.0% 1.0% 0.0% 1.6% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 6M Attrition 12M Attrition Cumulative Attrition - Lochi Jul % 9.0% 8.0% 7.0% 6.0% 5.0% 4.0% 3.0% 2.0% 1.0% 0.0% 5.7% 0.0% 0.3% 0.0% 0.0% 0.0% Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 6M Attrition

14 where to next? cold and tepid prospects: o o digital acquisition direct mail acquisition

15 digital acquisition rspca s first digital acquisition campaign, utilising multiple online sources: o o o o o o care2 prospecting rspca tepid addresses facebook posts google adwords website re-marketing rspca website pop up

16 campaign tactics two-stage: ask for something small (sign a pledge) before asking for something big (RG) drive prospects to a specific campaign site with a clear, compelling, single-minded proposition with animal images for added engagement incentivise prospects to (sign the pledge now) provide their phone number to receive a cute RSPCA magnet.

17 the detail: how we did it

18 proposition

19 creative: Facebook posts

20 creative: Google AdWords

21 creative: web remarketing

22 creative: care2

23 creative: care2

24 creative: care2

25 creative: rspca website pop up

26 creative: campaign site

27 creative: campaign site

28 creative: campaign site

29 campaign results Great overall result as our goal was to recruit 233 new RG s and we recruited 324. Also our cost per RG is low at $254. 7k signed the pledge, 5k gave phone numbers.

30 results by source You will see that the best RG recruitment source was the RSPCA website pop up (101) closely followed by the tepid edm s (68).

31 DM acquisition RSPCA Qld s first premium acquisition direct mail campaign recruit new cash supporters to RSPCA Qld who can then be converted to RG four weeks later (via phone and mail) mailed a total of 40,014 names o 15,527 cold names o 24,487 tepid names

32 proposition We asked prospects to do two things:

33 Response Mechanism Clean, focused, easy to read and not a coupon attached to letter. Respects the needs of prospects creative 4pp Letter Made to look like it was written from the CEO s desk with a personal plea for support Bounceback To encourage two-way communication Separate, large RPE Aids the ease of response prospect doesn t need to fold the RM too many times Branded outer envelope Not overly designed we don t want it to look like junk mail Lifts Visual representation of Maui and Tamati s story and the neglect they suffered

34 creative: premiums pack a: gift cards and magnet pack b: gift cards only

35 DM results: cash The response to the appeal was lower than expected and that we have been seeing elsewhere. Although our average gift was higher ($40 v s $32) the response rate was less than half what we projected.

36 conversion results: phone Our target was to convert 51 RG s via the phone however we only converted 14. This was due to the fact we didn t have as many leads as projected from the campaign so we had less donors (478) to call.

37 What did we learn?

38 What did we learn? Conversion through phone and mail is brilliant. Test a variety of sources. Two stage digital has great potential and not just for animal charities. We didn t get our premium cash acquisition pack right first time more testing is needed. Agencies can really help you achieve results and you don t need to use them for everything you do. Our existing database remains our single biggest barrier to growth.

39 Where are we at now?

40 Where to next? More digital. More testing to get our premium cash acquisition pack working. In the process of getting a new CRM so following that, I ll be advocating for Face to Face. That will also prompt new stream of donor care and retention activities. All of the above required internal and board buy in! A little something to finish:

41 thank you kirsty- josie