Erica Waasdorp Katie Valvo. How to grow your monthly donor program beyond the first year
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1 Erica Waasdorp Katie Valvo How to grow your monthly donor program beyond the first year
2 Erica Waasdorp Philanthropoholic President A Direct Solution Raised $$$$ with monthly giving Wrote the book Monthly donor
3 Katie Valvo Associate Director, Monthly Giving Acquisition Background Face-to-Face Fundraising Fanatic Monthly Donor/Subscriber
4 Growing your Program to GREATER Give Thanks and Involve Retain and Reactivate Elevate (upgrade) Acquire Test EFT Reporting
5 Growing your Program to GREATER Give Thanks and Involve
6 Preferred Recognition by Donors Source: Penelope Burk Donor Survey
7 Welcome- Offline
8 Welcome - Offline
9 Welcome - Online Conservation Champion Branded Thank you/welcome Video Auto Responder
10 Welcome Online Video
11 Branded Appeals
12 Most Successful Peak Times of Year Response aligned with balance of audience; Avg Gift significantly higher than those in similar MRC groups; Branded Offers
13 Recognize in Appeals
14 Monthly Donors Who Give Additional Gifts When Asked 57%
15 Other ways to recognize Thank you calls Version of donor appeal Version of Annual report and events Newsletter Testimonials
16 Keep Communicating!
17 Growing your program to GREATER Retain and Reactivate
18 III. Retain and Reactivate Retention is the new acquisition. Customer service is the new marketing - Joe Connelly
19 NO End Date EVER! January 27, 2015
20 Improve Donor Service
21 Prevent Lapsing Before card expires Telephone Letter As soon as possible! Account updater/recycling
22
23 Recovery (Acct updater/recycling) Source: Vantiv
24 Pick Up the Phone!
25 Survey Prevent lapsers
26 Coverage Ratio New + Reactivated > 1 Lapsed
27 Growing your Program to GREATER Elevate (upgrade)
28 Current average gifts
29 Sample Upgrade Ask IF Monthly Gift > =6 INCREASE1 = 2 INCREASE2 = 5 INCREASE3 = 7
30 Most successful
31 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?
32 Upgrade Results Descr. # of appeals Pledge Resp. rate Avg. monthly upgrade Annual gross new DM 10, % $8.00 $7,526 TM 2, % $5.08 $10,471
33 Growing your Program to GREATER Acquire
34 Acquisition 1. Expand existing program 2. Add additional program
35 Monthly Giving Front and Center Make it easy First option Add additional media Challenge and urgency Testimonials
36 On Home Page
37 One Page Online
38 Last Chance Light Box
39 Easy to Find
40 First Option
41 Challenge, Goal and Deadline
42 Another Type of Challenge Use
43
44 Welcome
45 Mobile
46 Google Adwords
47 Branded Web Ads
48 Crowd Funding & Social Sites
49 Don t Give Up Control
50 Direct Mail
51 Welcome Pack and Thank Yous
52 Example Welcome Message Thank you so much for your gift of xx$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]
53 Initial Gift and Response Relate One Time Response rate Monthly Response rate Description Average gift Average gift New $5-$ % $ % $ 8.38 New $15-$ % $ % $ New $ % $ % $ 13.31
54 Front and Center on Reply
55 Telemarketing
56 Target by Payment Type Descr. # of calls # MGs Resp. rate Avg. gift Annual gross % on CC Previous CC gift NO previous CC gift 2, % $8.56 $36, % 24,834 2, % $8.23 $220, %
57 Face-to-Face Fundraising
58 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
59 Creative
60
61 Welcome
62 Add Additional Program
63 Results TM Cross Sell Segment # of calls % resp. Avg monthly gift Existing EFT MGs Existing CC MGs Annualized 2, % $7.27 $3, % $7.63 $1,167 Non MGs 6, % $6.74 $8,232
64 Growing your Program to GREATER Test
65 Appeal
66 Premium
67 Ask Amount (Telemarketing) Segment # of calls % resp. Avg monthly gift Control ask ($7) Test ask ($10) Annualized 2, % $7.60 $2,175 2, % $9.99 $2,148
68 Growing your Program to GREATER EFT
69 Offer EFT Online
70 Add Form on Web
71 Add Option on Reply
72 Convert Pledge Reminders
73 Growing your Program to Reporting GREATER
74 ROI Look for Opportunity! 2/24/
75 Calculate Long Term Revenue Join Year Monthly Type Number joined Total Gifts Per Monthly Total Monthly Gifts Per donor Monthly donor 2005 Bank 1,084 $936 $ Credit Card 757 $628 $449
76 Annualize Results Monthly Donors Source # of monthly donors acquired Average gift Average Yearly Gift First year Cume Totals 170 $10 $120 $20,400
77 Calculate Coverage Ratio New + Reactivated > 1 Lapsed
78 "Go the extra mile. It's never crowded." ~ Author Unknown
79 Thank you! Erica Waasdorp President, A Direct Solution erica@adirectsolution.com Erica Waasdorp
80 Thank you! Katie Valvo Associate Director, Monthly Giving Nature.org/champions Katie Valvo
81 Bonus: A Monthly Giving Video y=saturday+night+live+cents
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