The Pursuant Approach to Partnership

Transcription

1 The Pursuant Approach to Partnership

2 AGENDA The Pursuant Group Story Pursuant Group s Approach to Partnership Q & A / Next Steps

3 UNDERSTANDING Your Needs Finding the next generation of major donors? Converting engaged constituents into supporters? Retaining first-time givers and moving them to multi-year supporters? Translating the brand(s) to philanthropic action? Prioritizing resources & time? Maximizing deployment of YW resources? What else?

4 ABOUT Pursuant Group Founded in 2001 More than 175 employees Acquired: KMA Direct Communications 2010 Ketchum and RSI in 2009 Charitable Partners in 2008 Primarily serve: Higher Education Health and Human Service Organizations Faith-Based Organizations (Churches and Parachurches) Known for thought leadership in innovative fundraising, donor intelligence, and major giving consulting.

5 A SELECTION OF Clients

6 What We Do Consulting Services Integrated Fundraising Strategy Studies Capital Campaign Counsel Feasibility / Planning Studies Managed Services Outsourced Mid & Major Gift Solicitation Social Media Strategy Strategic Analytics Communications Audits Technology Consulting Board Development Agency & Creative Services Video Production esolicitations Interactive Annual Reports Online Magazines Web Design & Development iphone Apps enewsletters Print/Mail

7 Impressions What We REALLY Do Respond? Yes New Engagement Donate? Yes New Donors No No Engagement No Renewed Donors A Donor Development Process Model Active Donor Base X Number of Gifts X Dollar Amounts Total Annual Giving Yes Renewed? No Lapsed Donors Re-activate? No Yes

8 Impressions Respond? Donate? What We REALLY Do 7 Metrics Worth Senior Leadership Attention Number of Gifts 6 7 Dollar Amounts Renewed? Re-activate? 4 5

9 7 Metrics: What needs attention? Impressions Respond? Donate? Renewed? Re-activate? Number of Gifts Dollar Amounts Number of Impressions Response Rate Conversion Rate Lapsing Rate Renewal Rate # Gifts Per Person Avg. $ Per Gift Develop new programs Identify new audiences Leverage partnerships Communicate impact Communicate benefits Ensure ease of response no friction Rapid turnaround no wasted time Timely welcome, introduction Build differentiation, trust Consistent communication Show efficient use of funds Communicate vision, impact Exciting and new (matching grant, video) Use different mediums of engagement Show tangible results Create benefits for frequent giving Use pledges, ensure ease of fulfillment Timely communication Form special projects Create major donor programs Offer estate planning Execute a capital campaign

10 CONSTITUENT Relationship Management Online Mail Social Media Events Acquisition Conversion Mail Telephone Mail Telephone Face-to-Face Retention Cultivation Mail Face-to-Face Leadership Involvement Mail Face-to-Face Board Engagement Leadership & Donor Engagement Transformational Giving Commitment Donor Intelligence through observation Focus on Lifetime of the supporter

11 Comprehensive Strategies Who strategically aligns all your fundraising puzzle pieces? Who ties together every fundraising option? Pursuant builds comprehensive strategies that connect programs at every giving level across all channels of communication

12 A Consultative Approach Data Philosophy Strategy Creative Results Donor Activity Pursuant Way Messages Copy Response History Experience Consistency Design Trends Environment Research Continuity Production ROI

13 WHAT HAVE WE LEARNED? Prescription without Diagnosis is Malpractice

14 WHAT HAVE WE LEARNED? Where You re Going Where You ve Been Every Organization is Different Where You Are

15 WHAT HAVE WE LEARNED? Impressions Acquisition Conversion Retention Cultivation Stewardship Major Gifts Every Organization is the Same

16 Donor Intelligence Matrix Names (Data Acquisition) First Gift (Donor Acquisition) Second Gift (Retention) Reactivation (Lapsed Donors) Upgrade (Existing Donors) Cultivation (Donor Communication) Recognition (Stewardship) Mid-Level Gifts Major Gifts Impressions, Branding & Marketing Direct Mail Telephone Web Social Media Mobile Events Face to Face Partnerships Technology and Infrastructure: Analytics: Data Management Software Tools Personnel Data Warehousing Reporting

17 COMPLETE ISS ROADMAP Names (Data Acquisition) First Gift (Donor Acquisition) Second Gift & Beyond (Retention) Lapsed Donors (Reactivation) Upgrade Cultivation Recognition (Stewardship) Direct Mail Telephone Sept. Donor Acq. contains purchased segment -Welcome for Disch Patients +3segments -Disch Anniversary -Fall/Spring Acq -Welcome for Disch Patients +3segments -Disch Anniversary -Fall/Spring Acq -Quarterly appeals -Quarterly appeals -24 Mo Renew appeal -24 Mo Renew appeal -Challenging Gift Array -Apply RFM segmentation -Apply RFM segmentation -Major Gift Officer Assignments Child Times -Quarterly Newsletter -PR Newsletter -Quarterly Newsletter -Major Gift Officer Assignments -Gift Receipts -Annual Report -Nov. Video -Gift Receipts -Nov. Video Web Social Media Mobile Face to face Volunteers Events Other Color Code Key -Promotion of holiday Ecards - subscribe -Data Device for Hospital volunteers -Data Device for Event coord/volunt -Patient Discharge -Non donors from Other internal sources ---Existing Aspect ---Pursuant Recommendation -Donation Process online Digital Appeals share button Studio Movie, Dallas Stars, Christmas Parade -Parade Follow Up to online parade ticket -9 cause-based marketing events scheduled Doing Well Continue -Gap Major Gift visits Consider Strategy Opportunity -USB video -PR facebook,blog twitter, youtube, NOTE: -Major Current Gift Officer organizational -Major Gift Officer Assignments Assignments communication and fundraising strategies and corresponding channels. Large Immediate Opportunity -Annual Report

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19 Integrated Marketing & Development Campaign Existing Marketing Campaign Pursuant s Integrated Campaign

20 QUESTIONS & NEXT STEPS

21 Pursuant Samples Children s Medical Center of Dallas Integrated Campaign Messaging Web Design Video Welcome Series Integrated Campaigns TV Spots emagazines Reporting

22 Cultivation Welcome Series Children s Medical Center of Dallas Welcome One Welcome Two Welcome Three

23 Cultivation Welcome Series Welcome One Welcome Two Welcome Three Campaign Results: Welcome one: 3% response rate shows that the campaign is resonating with recipients. Welcome two: 48.13% open rate (industry average* 17.5%) Welcome three: 28.66% open rate (industry average* 17.5%) *Industry Averages are taken from Convio s 2010 Benchmark Study for Health Care

24 Multi Channel Third Quarter Appeal & Cultivation Online Appeal Online Newsletter Offline Appeal Offline Newsletter

25 Corporate Partnership $40,000 a month donated in advertising space

26 Online Stewardship Message Message Video Microsite

27 Direct Mail Year End Acquisition

28 Multi Channel Year End Appeal Online Appeal Offline Appeal

29 Pursuant Samples (Web Design) Frontiers USA R3 Strategies (Pursuant Acquisition) partnered with Frontiers to identify strategic direction and information architecture. The breadth of the organization's work was represented in the design, but we were able to strategically guide and emphasize the primary calls to action for site visitors.

30 Pursuant Samples (Grateful Patient Data Acquisition) Personal URL (Direct Mail) Cultivation Survey for patient identification Microsite Video Message Submit Form

31 Pursuant Samples (Grateful Patient Data Acquisition) Campaign Actions Campaign Metrics PURLS Mailed 23,000 Video Starts 12% Video Complete Rate Submissions Interest Submissions 80% 1256 (5.4%) 1189 (95%) Pursuant developed a video message for Massachusetts Eye and Ear to thank patients for their business with the intent of acquiring an address for ongoing communication. This thank you is the first message in a three part welcome series geared towards patients and their families. This is not a full grateful patient program. We sent a direct mail post card with Personalized URL (PURL) to the individual that directed them to a unique website where they would watch their thank you video.

32 Pursuant Samples (Campaigns) Buckner Shoes for Orphans Souls As part of an integrated offline and online appeal, Pursuant developed a video for Buckner's Shoes for Orphans Souls to tell the story of shoes, their impact on children's lives and how recipients can get involved. This type of narrative has proven to be very effective, it allows for organizations to share their story in a unique way that increases response. An entertaining and educating experience that include best practices have helped organizations breakthrough the clutter when trying to reach a constituent.

33 Pursuant Samples (Campaigns) UCLA This was primarily an acquisition campaign for UCLA which utilized variable data to engage constituents on a personal level and provide a novelty to motivate them to share with fellow alumni. The results were impressive. With an ROI of 50%, the campaign also resulted in over 500 new donors, many of whom were not on the house file.

34 Pursuant Samples (Campaigns) BAYLOR

35 Pursuant Samples (Campaign-Social Media) Kerrville KROC This was an integrated campaign to promote the new opening of a Kroc center in Kerrville, TX. The campaign concentrated exposure in television, direct mail, radio and newspaper ads. It also involved a social media campaign targeting Twitter and Facebook in order to increase the center s online follower base.

36 Pursuant Samples (TV Spot) Conference USA This was a series of three videos that depicted the theme We Play for You, featuring studentathletes describing what inspires them to play and paying homage to the people in their lives that motivate them to excel. The videos were designed to generate enthusiasm and support for the teams during their sports seasons, as well as direct traffic back to an experience website (stories.conferenceusa.com), also created by Pursuant Sports, where viewers can explore studentathlete stories and learn more about C-USA.

37 Pursuant Samples (emagazine) Central Dallas Ministries Sample sent to donor with link to online video magazine. Sample Video emagazine used in a bi-monthly cultivation series.

38 Pursuant Samples (Planned Giving Campaign) Campaign Performance: CD s sent: 480 Video Finishes: 43 (9%) Form Submits: 6 (1.3%) Covenant Society Additions: 10 (vs average of 2 in prev yrs) This was a video Pursuant produced for Presbyterian Healthcare Foundation. The strategy behind this planned giving ask was to identify a group of individuals based on a unique set of criteria. We produced the video and placed it on a CD packaged inside a nice tri-fold direct mail piece. Once the mail piece is received, the recipient will watch the video inside their computer. The technology gives our client the ability to see who has watched the video and how far through the video they made it, thus prioritizing who and how they will follow up with each recipient.

39 Pursuant Samples (Reporting)

40 Flip the Pyramid and Fill the Funnel Prospects Passive Data Mail Online Telephone Active Data Survey Annual Giving Mid-Level / Next Gen Major Giving Channel Management Mail Online Phone Face-to-Face