Building a Strong Sustainer Program!

Transcription

1 Building a Strong Sustainer Program!

2 14 Strategic Considerations 1. What is the Strategic Positioning of your club? We need you to become a, because it will do 2. Does your positioning imply indispensability? If it weren t for our s, we wouldn t be able to 3. Will your invitation include specific gift amounts or be open-ended? 4. Can you link the gift to an action? Your $xx a month will provide

3 14 Strategic Considerations 5. Can you link membership in that club to the people you serve? When you become a, you ll receive photos/letters/thanks from a 6. Who will you target? Multiple donors (3+ gifts a year) Newly new donors Like minded prospects 7. How will you reach out? Phone Direct mail & Media

4 14 Strategic Considerations 8. Can you integrate through all channels? 9. Will you accept pledges i.e., non -eft/credit card support? What about one-time gifts? 10. Will membership be for a term or forever? 11. How will you tell your story? With a story? 12. Will you use an upfront gift to get attention? 13. What is your USP? 14. Can you make automatic giving (EFT, credit cards) easy and irresistible?

5 ANGEL A. ALOMA Executive Director

6 The Giving Club Started in 1996 Lower part of file ($50 and less) Direct Mail acquisition Pushed in Speakers Brochures

7 Campaigns and Management Program well managed 2003 Phone campaign Program on auto-pilot Program in existence 14 years.

8 Donors Acquired, Direct Mail 12,019 Phone 6,944 Speakers 33,970* Web 1,867 Misc. Areas 1,353 TOTAL: 56,153

9 Mailing Pieces Besides reminders and thank-you letters, what else did donors receive? 4 Newsletters 2 Catalogs (All-Occasion, Christmas) 2 Matching-gift appeals (Easter, Orphans) 1 Annual Report 1 Tax Receipt appeal

10 The crucial question: Have we made our donors feel special? ABSOLUTELY NOT!

11 The Success of Failure From , 56,153 sustaining donors gave $28,858,664 TO AOP PROGRAM ONLY. In 2010, 10,510 donors were in the program, who (from ) gave $16,016,885 TO AOP PROGRAM ONLY. THESE DONORS WERE ON AUTO-PILOT FOR THE LAST TEN YEARS.

12 The Success of Failure And yet In 2010, the 10,510 AOP donors gave: 73,235 AOP gifts totaling $2,350,415 12,173 other gifts totaling $1,054,188 85,408 TOTAL GIFTS worth $3,404,503

13 The Success of Failure Or, to put it differently, approximately of total income for 2010.* 85,408 TOTAL GIFTS worth $3,404,503

14 The Success of Failure Imagine the possibilities If the 56,153 sustaining donors had been better recognized, appreciated and pampered If we had kept even HALF of the 45M we lost If we had continued and encouraged acquisition sustainer programs.

15 Learning from the Past for a BRIGHTER FUTURE. Present initiatives Conversion by phone (AOP pledges to auto-deducts why?) % converted: 5% of connected calls

16 Learning from the Past for a BRIGHTER FUTURE. Present initiatives Conversion by phone (new start) (Multi givers - 5/6 - to AOP by CC/EFT/Check) Feb. 4 th, 7 th and 8 th results: 227 connected calls 23 conversions (10%) 45 packages mailed

17 Learning from the Past for a BRIGHTER FUTURE. Phone Conversion Script Good day, Mr./Mrs./Ms.. My name is, and I am calling from Food For The Poor in Coconut Creek, Florida. I wanted to call to say thank you I see that you ve sent another gift to help those in need, and I wanted to let you know how grateful we are for your very special commitment to the poor. And because you are such a loyal friend, I wanted to take a moment to invite you to a very special giving club we ve created specifically for donors like you something that gives friends like you the chance to share God s love consistently with those who need it most a monthly giving club called Angels Of The Poor.

18 Phone Conversion Ask Table

19 Web Focus FFP Home Page

20 Web Focus Giving Clubs

21 Web Focus Giving Clubs ,023 monthly gifts for $668,537 ($55.37) ,044 monthly gifts for $1,323,949 ($50.83) Total Web Income 2009 $5,451,796 Total Web Income $11,107,885*

22 Web Focus Regular Donation Page

23 Web Focus AOP Donation Page

24 AOP Conversion Letter Group review of Angels Of The Poor conversion letter with 9 key strategic elements highlighted. (Please see handout.)

25 DRTV Program Working with Russ Reid, our new hour-long DRTV program is being broadcast in test markets. 2 weeks 18 shows 225 gifts 55% monthly gifts 45% one-time gifts* Ave. Monthly gifts = $21.75* Ave. one-time gifts = $34.30* (Watch video sample)

26 DRTV Program The DRTV program has five key features: Compelling stories Celebrity endorsement Donor endorsement Spokesperson for organization Compelling ask/offer segment

27 Contact Information Angel A. Aloma Executive Director

28 Angel Aloma, Executive Director, Food for the Poor Steve Froehlich, VP Membership Development, ASPCA Tom Gaffny, Principal, Tom Gaffny Consulting