True Tales of Telemarketing: What We ve Learned

Transcription

1 True Tales of Telemarketing: What We ve Learned Katinka Partridge, Response Fundraising Manager, PETA Foundation Shira Mitchell, Senior Manager, Direct Response Marketing, Special Olympics Andrew Laudano, Vice President, Fundraising, LW Robbins

2 Welcome to Our Session! Introductions to Your Presenters: Katinka Partridge Response Fundraising Manager PETA Foundation Shira Mitchell Senior Manager, Direct Response Marketing Special Olympics Andrew Laudano, Vice President, Fundraising LW Robbins

3 Here s what we ll cover today How telemarketing works in integrated, crosschannel programs and campaigns Integrated telemarketing strategies for: Monthly giving programs: inviting, retaining, cultivating and upgrading sustainers Donor retention thank you calls, XXX, XXX Lapsed Reactivation Lots of examples including tests and results! Let s get started!

4 WHO ARE WE? Founded in 1980 The largest animal rights organization in the world Animals are not ours to eat, wear, experiment on, use for entertainment, or abuse in any other way Work through public education, cruelty investigations, research, animal rescue, legislation, celebrity involvement, protest campaigns, and special events

5 The fundamentals of a healthy sustainer program what we do: Recruit by using all channels Retain by monitoring declines Cultivate with no strings attached Upgrade in every way possible This is The Gronz. Our fundraising office dog extraordinaire. He has been upgraded to the window with the afternoon sun.

6 How many monthly donors do we have? 13% increase in total sustainers since May-13. PayPal sustainers have increased by 115% since May-13.

7 The Investigations & Rescue Fund the I&R Fund Supports all PETA s efforts to investigate and expose cruelty and push for prosecution of abusers We ask donors to become monthly supporters of the I&R Fund We send out monthly updates in the mail and online talking about the animals their support have helped

8 Monthly Donor Update

9 PETA has a strong and constant focus on growing the monthly sustainer program How do we approach it?

10 Monthly Sustainer Strategy New single gift donors get a welcome letter with a membership card and a sustainer ask Make this gift monthly check boxes are included on all direct mail reply forms appeals with sustainer only asks and upgrade asks Up-sell pop up boxes on our online donation pages asking donors to make their gift monthly

11 Upsell Pop Up Box on Donation Page

12 Monthly Sustainer Strategy Telefundraising program inviting recent donors to become monthly givers Telefundraising upgrade program, asking current sustainers to upgrade their monthly amount

13 PETA s rolling telefundraising sustainer invite program

14 Who? New donors 0-3 months Just renewed donors 0-3 months Lapsed sustainers When? Quarterly

15 Why? New/renewed donors: that s the time frame when they are the most into us - we just inspired them to give The Gronz is totally into us! Lapsed sustainers: people often lapse without realizing it and we are catching the ones that didn t

16 How we ask for it the control script This is Shelly a rescue bunny. She s about to dig into her control greens.

17 Control Script: First ask

18 Control Script: Second ask

19 Control Script: Third ask

20 Most Recent Campaign Results August 2013: Qty called: 5,846 Response rate (pledged): 9.2% Avg monthly gift: $14.34 Credit card rate: 22.3% Cost/contact: $4.38 Fulfillment rate: 25% 12 month value: $25,181 November 2013: Qty called: 5,345 Response rate (pledged): 8.5% Avg monthly gift: $14.91 Credit card rate: 27.9% Cost/contact: $4.56 Fulfillment rate: 53% 12 month value: $50,201

21 How we also ask for it test scripts Luna is a rescued pit-bull. She s testing out her dog sitter s couch.

22 Test Script: First ask

23 Monthly Giving TM Test Results Global Fur Trade Control vs. Meat Industry Cruelty Test Test Date Script Theme Completed Calls Monthly Response Rate Monthly Dollars Pledged Monthly Average Gift Monthly Credit Card Rate Global Fur Trade % $788 $ % Meat Industry Cruelty % $385 $ % Control Beats Meat Industry Cruelty Test

24 Monthly Giving TM Test Results Global Fur Trade Control vs. Ingrid Newkirk Test Test Date Script Theme Completed Calls Monthly Response Rate Monthly Dollars Pledged Monthly Average Gift Monthly Credit Card Rate Global Fur Trade % $692 $ % Ingrid Newkirk % $989 $ % Ingrid Newkirk Test Beats Control

25 Monthly Giving TM Test Findings Scripts with fur theme resonate with donors A personal message from the President resonated well with donors this approach beat the fur control script Donors like to hear about the changes their gifts have made possible Have something tangible that their money is going towards Always include a call to action showing help is still needed

26 Credit card ask test Test Date Script Theme Completed Calls Monthly Response Rate Monthly Dollars Pledged Monthly Average Gift Monthly Credit Card Rate Global Fur Trade % $768 $ % On Your Credit Card % $870 $ %

27 Fulfillment AutoPen Outer Envelope Test

28 Fulfillment AutoPen Outer Envelope Test Results Sustainer Test One Time Response Rate One Time Average Gift Percent One Time FF Pieces Percent One Time FF Dollars Laser Control 7.99% $ % 70.05% AutoPen Handwriting Test 8.72% $ % 83.71%

29 Follow Up Test Save on fulfillment cost Nudge a maybe into an actual gift Connect with donors you didn t get on the phone Reach donors who requested not to be called again with an ask

30 Who receives follow up s? Pledgers Hedgers No thank you Bad phone number Do Not Call File adds

31 Follow Up Test

32 Follow Up Landing Page

33 Other things we are doing with telephones New telefundraising campaign Asking 1 st year renewals to become sustainers Sustainer joins: RR 3.7% and $12.33 AG One time gifts: RR 15.8% and $19.64 AG Quarterly telephone townhalls Sustainers, planned giving members, and high dollar donors are invited to hear President Ingrid Newkirk speak about a recent investigation or victory Given the opportunity to ask questions live on the call

34 Take aways Invite make it easy and painless to become a sustainer Retain telefundraising is a perfect opportunity to connect with your supporters; pay attention to comments and respond quickly Cultivate inform donors of what your programs have accomplished Upgrade offer upgrade opportunities in all channels; don t be afraid to ask and ask again

35 Thank you!

36 True Tales of

37 Special Olympics Provides year-round sports training and athletic competition in a variety of Olympic-type sports for people with intellectual disabilities, giving them continuing opportunities to develop fitness, demonstrate courage, experience joy, and participate in a sharing of skills and friendship with their families, other Special Olympics athletes and the community. By the numbers 4 million athletes served each year across 170 countries Nearly 200 competitions each day 32 Olympic-type sports

38 Special Olympics DR Background Nearly 1 million active direct response donors. Long-established centralized direct mail program managed on behalf of 51 U.S. chapters. In April 2011, integrated TM & online channels into centralized program for six chapters. Integration Goal: Increase donor value & improve donor experience. Integration Philosophy: Use each channel to its strength.

39 Impact of TM Integration Overall retention rate 3%. First year retention 14%. Lapsed reactivation rate 16%. Declining revenue trends stemmed. Significant increase in LTV as single channel givers convert to multi-channel donors. LTV of multi-channel donors is double! As of January 2014, half of U.S. Chapters participate in the integrated program.

40 Two TM Campaigns Discussed Today Lapsed Reactivation New Donor Conversion

41 Lapsed Reactivation Objective: Reactivate as many donors as possible within a $1.30 CPDR. Audience: 49+ month donors Timing: Twice/year Script: Mission-based message. Speaks to donors as if they re current; asks them to renew. Includes 3 strong asks.

42 Lapsed Reactivation Results Summary of Lapsed Reactivation TM Campaign Results Pledge Rate 12.5% Avg. Pledge $24.05 FF Rate 69% # Donors Reactivated 28M CPDR $1.11

43 Multi-Channel Impact on Lapsed Reactivation Treatment Reactivation Rate Rev/ Donor Both DM & TM 8.89% $28.08 TM Only 5.38% $26.34 DM Only 5.40% $23.88 Receiving both DM & TM within a 3-month window, improved reactivation by ~65%. Rev/donor also increased significantly.

44 Then What Happened? 1 st Year Renewal Rate: 33% 72% of TMreactivated donors renew through TM. Breakeven Point: 6 months

45 Takeaways Don t be afraid to make an investment! Consider launching campaign early in the fiscal year to minimize impact on annual net revenue. TM Renewal calls are crucial for retention. Call them at least 2-3 times per year. Consider modeling, particularly if lapsed file size is very large.

46 New Donor Conversion

47 New Donor Conversion Overview Objectives: Improve first year retention. Obtain 2 nd gift, preferably monthly. Breakeven within 3 months. Audience: New-to-file & newly reactivated donors Timing: 5 campaigns/year

48 New Donor Conversion Script Thank & welcome donor to SO. Describe impact of gift. Invite to local competition. Invite to become Sustaining Partner. If no, ask for 1x gift. Thank again.

49 New Donor Conversion Results 1x Pledge Rate 19.21% 1x FF Rate 72% Monthly Pledge Rate 2.48% Monthly FF Rate 38% CPDR $ 0.77

50 Were Objectives Met? Breakeven within 3 mos. CPDR $0.77 Obtain 2 nd gift, preferable monthly Decent 2 nd gift conversion (11%); weak sustainer acquisition (.005%) Boost 1 st year retention 42% higher renewal rate for donors selected for the campaign. FY14 Test: Thank you script w/ no ask.

51 Takeaways Newly reactivated donors convert at a significantly higher rate than new-to-file. Calling month makes a big difference for conversion and pledge rates. Script should be relatively less aggressive. It s important the donor hangs up feeling appreciated, even if they don t give a second gift.

52 Questions?

53 Katinka Partridge Response Fundraising Manager PETA Foundation LinkedIn: Shira Mitchell Senior Manager Direct Response Marketing Special Olympics LinkedIn: Andrew Laudano Vice President, Fundraising LW Robbins Tel: ext