Erica Waasdorp Katie Valvo How to grow your monthly donor program beyond the first year Erica Waasdorp • • • • • Philanthropoholic President A Direct Solution Raised $$$$ with monthly giving Wrote the book Monthly donor Katie Valvo • • • • Associate Director, Monthly Giving Acquisition Background Face-to-Face Fundraising Fanatic Monthly Donor/Subscriber Growing your Program to GREATER Give Thanks and Involve Retain and Reactivate Elevate (upgrade) Acquire Test EFT Reporting Growing your Program to GREATER Give Thanks and Involve Preferred Recognition by Donors Source: Penelope Burk Donor Survey Welcome- Offline Welcome - Offline Welcome - Online Conservation Champion Branded Thank you/Welcome Video – Auto Responder Welcome – Online Video http://www.nature.org/membership-giving/donation/monthlygiving/conservation-champion-video.xml?src=e.auto_d&lu=4344283 Branded Appeals Most Successful Appeals @ Peak Times of Year • Response aligned with balance of audience; • Avg Gift significantly higher than those in similar MRC groups; • Branded Offers Recognize in Appeals Monthly Donors Who Give Additional Gifts When Asked 57% Other ways to recognize Thank you calls Version of donor appeal Version of email Annual report and events Newsletter Testimonials Keep Communicating! Growing your program to GREATER Retain and Reactivate III. Retain and Reactivate “Retention is the new acquisition. Customer service is the new marketing” - Joe Connelly NO End Date EVER! January 27, 2015 Improve Donor Service Prevent Lapsing Before card expires Telephone Email Letter As soon as possible! Account updater/recycling Recovery (Acct updater/Recycling) Source: Vantiv Pick Up the Phone! Prevent lapsers Survey Coverage Ratio New + Reactivated ________________ Lapsed >1 Growing your Program to GREATER Elevate (upgrade) Current average gifts Sample Upgrade Ask IF Monthly Gift > =6 INCREASE1 = 2 INCREASE2 = 5 INCREASE3 = 7 Most successful Upgrade During Conversion Again, thank you so much! As you know, rapid development is one of the biggest threats to wildlife habitat and our forests, rivers and coasts. In fact, here in the U.S. we are losing 1.5 million acres of land to development EACH YEAR! That’s why we’re on-the-ground in places where development is the #1 danger, like the Sierra Nevadas where we’re working to protect 188,000 priority acres. Would you be willing to add $_______to your gift today to help fund these and other programs? Upgrade Results Descr. # of appeals Pledge Resp. rate Avg. monthly upgrade Annual gross new DM 10,000 3.86% $8.00 $7,526 TM 2,176 24.03% $5.08 $10,471 Growing your Program to GREATER Acquire Acquisition 1. Expand existing program 2. Add additional program Monthly Giving Front and Center Make it easy First option Add additional media Challenge and urgency Testimonials On Home Page Online One Page Last Chance Light Box Easy to Find First Option Challenge, Goal and Deadline Another Type of Challenge Use email Welcome Email Mobile Google Adwords Branded Web Ads Crowd Funding & Social Sites Don’t Give Up Control Direct Mail Welcome Pack and Thank Yous Example Welcome Message Thank you so much for your gift of xx$mrgxx to [name of organization]! [Focus on why the gift is important for you and the impact it’s making on the people/animals/mission you serve]. That’s why I’d like to invite you to join a privileged group of special supporters, called [name of program]. [Focus on benefits and ease of program for donor] Initial Gift and Response Relate One Time Response Description rate New $5-$14.99 4.6% New $15-$24.99 4.5% New $25+ 4.4% Average gift $ 10.77 $ 16.60 $ 24.49 Monthly Response rate 1.4% 1.6% 2.0% Average gift $ 8.38 $ 10.42 $ 13.31 Front and Center on Reply Telemarketing Target by Payment Type Descr. # of calls # MGs Resp. rate Avg. gift Annual gross % on CC Previous CC gift 2,530 354 13.99% $8.56 $36,362 18.4% NO previous CC gift 24,834 2,234 9.00% $8.23 $220,629 6.49% Face-to-Face Fundraising Program Objectives: Reach a larger/diverse audience • 61K Donors Acquired to-date • 37 - Avg age of canvass acquired donors Generate more monthly donors • 22K Monthly Donors Acquired to-date Creative Welcome Add Additional Program Results TM Cross Sell Segment # of calls Existing EFT 2,233 MGs Existing CC 736 MGs 22.39% Avg monthly gift $7.27 20.79% $7.63 $1,167 Non MGs 7.86% $6.74 $8,232 6,476 % resp. Annualized $3,635 Growing your Program to GREATER Test Appeal Premium Ask Amount (Telemarketing) Segment # of calls Control ask 2,704 ($7) 10.58% Avg monthly gift $7.60 Test ask ($10) 7.82% $9.99 2,748 % resp. Annualized $2,148 $2,175 Growing your Program to GREATER EFT Offer EFT Online Add Form on Web Add Option on Reply Convert Pledge Reminders Growing your Program to GREATER Reporting ROI Look for Opportunity! 2/24/2015 74 Calculate Long Term Revenue Join Year Monthly Type 2005Bank 2005Credit Card Number joined Total Gifts Total Monthly Per Monthly Gifts Per donor Monthly donor 1,084 $936 $772 757 $628 $449 Annualize Results Monthly Donors Source # of monthly Average gift donors acquired Average Yearly Gift First year Cume Totals 170 $120 $20,400 $10 Calculate Coverage Ratio New + Reactivated ________________ Lapsed >1 "Go the extra mile. It's never crowded." ~ Author Unknown Thank you! Erica Waasdorp President, A Direct Solution www.adirectsolution.com 508 428 4753 [email protected] facebook.com/ewaasdorp @ericawaasdorp Erica Waasdorp Thank you! Katie Valvo Associate Director, Monthly Giving Nature.org/champions 703.946.5451 [email protected] Katie Valvo Bonus: A Monthly Giving Video https://www.youtube.com/results?search_quer y=saturday+night+live+cents
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