Fundraising Football: A Moves Management Playbook to Identify and Engage Mid-level, Major, and Legacy donors.

Transcription

1 Fundraising Football: A Moves Management Playbook to Identify and Engage Mid-level, Major, and Legacy donors.

2 GAME DAY STATS THE IMPACT OF HIGH DOLLAR GIVING ON RETENTION AND SUCCESS

3 Why this matters 98 0 : 20 1 It has never been more important to build a strong pipeline to upgrade mid-level and major donors.

4 Importance of building a strong pipeline Data Source: FEP 2016 Retention Supplement Visual: DonorTrends Retention Infographic

5 Fundraisers face tough obstacles. Response Costs Competition

6 INSIDE THE PLAYBOOK 5-STEP STRATEGY TO IMPROVE FUNDRAISING RESULTS

7 FUNDRAISER S PLAYBOOK Define the Why. Know your numbers. Predict and score / rank donors. Target campaigns to top scored donors. Monitor monthly progress. Evaluate and control.

8 Define your Why Make it specific and measurable Examples: Increase mid-level joins by 15% Increase average gift 10%

9 Know your Numbers Fundraising Vital Signs Mid-Level Dollar Range Major Donor Dollar Range

10 Vital signs you need to know Average Gift 5 year Lifetime Value Donor / Dollar Distribution

11 Lifetime Value (LTV) The long-term value of your donors guides the amount you are willing to spend to retain, engage, and upgrade. $340

12 Donor and Dollar Distribution Where does your money come from?

13 Your Mid-Level Dollar Range Survey Results How do you define a Mid-Level Donor?

14 Calculate your mid-level range Average Gift x 5 Example: $92 x 5 = $460

15 Calculate your Major dollar range Average Gift x 13 Example: $92 x 13 = $1,196

16 Identify who is likely to upgrade.

17 Target donors likely to upgrade $100 $500 $5, Worth the Work Special Development Immediate Upgrades Mid-Level Maintenance Major Gift in Waiting Prime Time Plus $0 $10 $25 $50 $100 $250 $ $2,500

18 Track What gets measured gets moved.

19 PLAY ACTION PROVEN TACTICS AND TECHNIQUES FROM THE FIELD

20 Protecting Rivers for People and Wildlife

21 AMERICAN RIVERS UPGRADE PLAYBOOK Raise more with less money. Retention LTV Avg Gift Upgrading Score donors for likelihood to upgrade. Test more aggressive ask to top scored donors. Evaluate the impact on average gift and response.

22 The Campaigns

23 The Audience A C B Group A Top Scored for upgrade Control Ask Group B Top Scored for upgrade Aggressive Test Ask Group C Not likely to upgrade Control Ask

24 Ask Test Control Ask Test Aggressive Ask 1 x HPC 1.5 x HPC 2 x HPC 1.5 x HPC 2 x HPC 2.5 x HPC HPC = Highest Previous Contribution

25 Results: Campaign 1 RESPONSE RATE % AVERAGE GIFT REVENUE WINNER Control Test +4% +12% +17%

26 Results: Campaign 2 RESPONSE RATE % AVERAGE GIFT REVENUE WINNER Control +4% Test +14% +9%

27 What s Next? Build on upgrading success. Use similar strategy to identify and convert monthly donors. Increase planned / legacy gift offers to specific segments.

28 Serving our neighbors in need without discrimination

29 SALVATION ARMY MASSACHUSETTES FUNDRAISING PLAYBOOK Improve fundraising efficiency. Retention LTV Avg Gift Upgrading Score donors for likelihood to upgrade. Engage the top score donors with new creative and ask strategy. Evaluate the impact on donor value and upgrades.

30 The Campaign

31 The Audience Last Year RFM This Year Scoring 94% fewer names mailed 83,322 4,951

32 Ask Strategy Stretch Gift 3x Highest Previous Contribution

33 Results: Average Gift Last Year RFM $37 This Year Scoring $658

34 Results: Response Rate Last Year RFM 5% This Year Scoring 7%

35 Costs Reduced Cost 65%

36 Cost to Raise a Dollar Last Year This Year $0.49 $0.08

37 Results +306% Net revenue

38 Summary of Results Last Year RFM This Year Scoring RESPONSE RATE % AVERAGE GIFT COST GROSS NET WINNER +2% 1,678% -65% +126% +306%

39 Beyond the Goal line Interesting and remarkable donor responses generated from this campaign.

40 What s next? Optimization / Mail Smarter Mid and Major Upgrading Lapsed Reactivation Identify the donors that we can contact less frequently and improve efficiency. Continue scoring and targeting donors who are likely to upgrade. Balance investment in outside lists and lapsed reactivation and target lapsing population to offset attrition.

41 FUNDRAISER S PLAYBOOK PLANNED / LEGACY GIFTS Increase Legacy Society Members. Increase request for information. Retention LTV Avg Gift Upgrading Score donors for likelihood to respond to planned gift offer. Target started to the top scored donors. Create a super segment with age when available. Evaluate the immediate impact on response and future engagement.

42 The Offer Audience segmentation methodology and impact of age append was tested over six campaigns. Objective: increase the number of donors who want to join the Society or receive more information.

43 RESPONSES Results: Newsletters Donors who responded and ask for more information. RFM Score 1 Score 2

44 LEGACY SOCIETY JOINS Results: Invitations Donors who joined the Legacy Giving Society. RFM Score 1 Score 2

45 Audience breakout RFM 17% Top Scores 60+ Years Top Scores less 60+ Years 42% 3% 2% Top Scores No Age Lower Scores 36%

46 LEGACY SOCIETY JOINS Results: Invite Donors who joined the Legacy Giving Society. RFM Top Scores 60+ Years Top Scores less 60+ Years Top Scores No Age Lower Scores

47 RESPONSES Results: Newsletter Donors who responded to ask for more information. RFM Top Scores 60+ Years Top Scores less 60+ Years Top Scores No Age Lower Scores

48 What s next? Work with the mktg team to increase the visibility of legacy giving in direct response campaigns. Increase frequency of newsletters top 20% of scores. Cut back 2 newsletters to bottom 40% of scores. Improve Experience Double Legacy Society by 2020

49 5 steps to build a valuable donor pyramid GOALS ASSESS IDENTIFY TARGET TRACK / CONTROL

50 Questions & ACTIONS

51 THANK YOU!!! KIRK SCHROEDER Salvation Army Massachusetts Division BONNIE MEYER Meyer Partners BRUCE LEATHWOOD American Rivers CAITY CRAVER DonorTrends