How to Grow Your Program from Direct Appeal to Major Gifts

Transcription

1 How to Grow Your Program from Direct Appeal to Major Gifts Karen Santilli Crossroads Rhode Island Ben Borne Newport Creative October 17, 2013 Cference

2 Crossroads Rhode Island Founded in 1894 as Travelers Aid Changed name to Crossroads Rhode Island 10 years ago Largest provider of services to the homeless in Rhode Island Raise $2.8 milli through direct mail, web, PSAs, Foundatis/grants, events and persal solicitatis Cference

3 Newport Creative Partner with n-profit clients exclusively Over 25 years of direct respse and integrated fundraising Unique service model of senior level account management Offices in greater Bost and Washingt, DC Cference Cference

4 Crossroads at a Crossroads Recent re-naming/re-branding process Underperforming dor file Poorly performing acquisiti Tired creative Sporadic integrati No Major & Planned Gift Program No Endowment Cference Cference

5 Dor File the brink 6,500 dors 25% of dor file hadn t dated in over 24 mths Un-segmented file Acquiring lower value dors Minimal integrati across fundraising channels Cference Cference

6 Acquisiti a Sore Spot Mailing premium package Higher cost Lower value dors One campaign a year Didn t maximize usage of ctrol lists 0-12 mth file getting new influx of dors just ce per year Wasn t providing a reasable ROI Cference Cference

7 Old-School Creative Newsletter packages Name label packages Annual fund packages Repetitive letter copy that did not communicate the need Cference Cference

8 A Blueprint for Change Actual insert included in a Crossroads mail piece Cference Cference

9 A Blueprint for Change Streamline the schedule Improve the communicati strategy Make acquisiti more effective Integrate with other channels Grow base of dors to support future programs for M&PG Cference Cference

10 Streamline the Schedule Removed poor performing packages Newsletters (cverted exclusively to E-news) Label packages Annual fund packages Moved more mail dates into colder mths Split acquisiti into two mailings Supporting s identified in advance Cference Cference

11 Communicati Strategy Identify programs, issues and offers that could be effectively and regularly featured in packages. Cference Cference

12 Communicati Strategy Obtain compelling stories from Crossroads clients. Focus copy core issues and singular subjects. Strg acknowledgment program Customized thank you letters mailed ASAP Phe calls for large datis Cference Cference

13 Communicati Strategy Creative that reinforces who Crossroads helps and how. Cference Cference

14 Acquisiti Strategy Keep message simple Show range of programs to prospective dors Mail pieces included acti/engagement devices, not low value premiums. Created a New Dor Welcome Kit to further solidify the new relatiship and gather informati. Cference Cference

15 Thanksgiving Bounceback and Thank you cards Additial insert created sense of urgency Cference Cference

16 New Dor Welcome Kit Cference Cference

17 Testing and Learning Tests cducted in all aspects of program: Outer envelop treatments Inserts Lists Segments Mailing territory Supporting s Cference Cference

18 An Integrated Program Ashley Holiday Giving Program Cference Cference

19 Where s Ashley? - Mail Family Homelessness has been a serious issue in RI. The Ashley campaign looked to generate awareness and revenue. Cference Cference

20 Where s Ashley? - prenotificati Cference Cference

21 Where s Ashley? Landing Page Cference Cference

22 Where s Ashley? - TV Cference Cference

23 Holiday Campaign Not satisfied with previous holiday efforts Wanted a marquis campaign, set-apart from the usual mail formats to provide increased revenue, reinforce the brand and to allow for cross-channel communicati. Cference Cference

24 Holiday Catalog Employs a new theme each year: Cference Cference

25 Holiday Catalog-Truly Integrated Fundraising Direct mail piece Supporting s Interactive landing page Print ad in Newspaper Dimensial persal outreach package Stand ale catalogs used at multiple events Cference Cference

26 Holiday Catalog-Mail Catalog style order form Cference Cference

27 Holiday Catalog-Mail Cference Cference

28 Holiday Catalog- Pre-Notificati Post-Notificati Cference Cference

29 Holiday Catalog-Persal Outreach Cference Cference

30 Major Dor Appeal Opportunity to create an exclusive branded identity for major dors and to upgrade likely candidates. January is typically a strg time for renewal campaigns. Wanted the package to stand out, and feel as though it was persally sent by the President. Offered opportunity for dors names to be listed the website. Cference Cference

31 Leadership Giving Actual Handwritten copy Created new logo and mini-brand for the Leadership Circle Simple reply slip with no coding Cference Cference

32 Legacy Giving Integrated copy to back of reply forms Added footer to dati acknowledgment statiery Enhanced website ctent Mailed newsletter to select segments Created model Planned Giving score Cference Cference

33 Legacy Giving Created Endowment Fund Held at RI Foundati benefit: back room support from Foundati staff Trained and Engaged Board Launch of 1894 Legacy Society Launching this year Cference Cference

34 Impact Individual Level Barbara: first gift of $100 to DM appeal in 2004; has given 4-6 times/year each year since; gift amounts have increased from average of $300 to $750 over last year; most recent $10,000 worth of P&G stock. Nancy: $100 annual giver thru DM; respded to Women s Shelter Appeal with $10,000 pledge in 2008; has given 16 times since with gifts averaging $400 each; Legacy Society member; volunteer. Bill: first gift of $150 in respse to 2010 Thanksgiving Acquisiti DM; gave 5 gifts totaling $1750 in 2011; 5 gifts in 2012 totaling $2,500; 2 gifts totaling $2,000 YTD 2013; Legacy Society member. Cference Cference

35 Dor Bill gave last gift line via website form

36 Back-end dati administrator - $1,000 dati 9/23 Cference Cference

37 Dor came from organic Google Search (Custom Report in Google Analytics) October 17, 2013 Cference

38 Used keyword crossroads rhode island (Custom Report in Google Analytics) October 17, 2013 Cference

39 Impact of New Strategy A more effective calendar of mail and communicatis. Varied creative for minimal dor fatigue Prompt and persalized gift acknowledgment A deeper cnecti with dors Built foundati for Legacy Giving Program Cference Cference

40 Impact of New Strategy Total dors up 90% in 5 years Total multiple dors up 65% Total revenue up over 250% Net revenue up over 550% CP$R reduced from $0.77 to $0.34 New dors increased by 50-65% annually Endowment Fund established Cference Cference

41 Karen A. Santilli Ben Borne Crossroads Rhode Island 160 Broad Street Providence, RI (401) Newport Creative 33 Railroad Avenue Duxbury, MA (781) Cference Cference

42 Thank you to our Chapter Spsor Development Guild/DDI for its generous support of the Massachusetts Chapter! October 17, 2013 Cference