Maximizing Your Sustainer Revenue through Better Back End Processing. Lauren Levine, Oxfam America Sue Mulvany, Vantiv Jason Robbins, ROI Solutions
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1 Maximizing Your Sustainer Revenue through Better Back End Processing Lauren Levine, Oxfam America Sue Mulvany, Vantiv Jason Robbins, ROI Solutions
2 What s in your wallet?
3 Oxfam America: A Model for Strategic Growth
4 5 Stages of the Sustainer Lifecycle Acquisition Canceling / Expiring Welcome / Onboarding Upgrading Lapsing
5 Credit Card Sustainers Lapsed Strategy Credit Card payment missed Week 2: Vantiv find + repair Month 2: Mail Phone Call from PIC Immediately: Recycler for 5 days Week 3: Vantiv find + repair Month 3: Mail Phone Call from PIC Week 1: sent with oops update your card Eventually also SMS In-house phone call to $50+ Week 4: Vantiv find + repair Month 4: Expire Mail +
6 Payment Method 2015 Payment Type % of Sustainers % Change 2011 to 2015 Average Gift 13 Month Retention % Change 2011 to 2015 Check 7% -22% $39 50% -15% Credit Card 66.6% +25% $ % +23% EFT 26.4% $ % +14%
7 Understanding Credit Card Processing Costs
8 Understanding your Sustainer Credit Card Ecosystem: The Simple Version Payment Gateway Payment Processor Merchant Services
9 Understanding your Sustainer Credit Card Ecosystem: The Reality for Many
10 Oxfam s Sustainer Credit Card Ecosystem
11 Credit Card Processor Fee Structure Maintaining cardholder information/tokens and scheduling Fee Per Transaction Model ($0.08 to $0.41) One Time Integration Model Sometimes volume-driven
12 Merchant Services - Fee Structure Card Mix (Visa 60%, MC 20%, Amex 15%, Discover 5%) Variable Interchange Rates by Card MC and VISA Published Rates 1.35% + $0.10 charity rate Variable Merchant Services Mark-up per transaction and % of gift Volume Driven Always negotiable! Other Costs
13 Calculating your All-in Cost What does it truly cost your organization to process a monthly gift? We have seen from 3.5% to as high as 6.5% 25,000 recurring donors at $28 avg change 1% = $84,000 per year One real life example
14 Maximizing your Credit Card Revenue
15 Revenue Recovery Why Are We Losing Card Based Donation Revenue?? Failed Credit Card Attempts with a typical Nonprofit Organization: 3%-12% Reasons for Failure Lost/Stolen Card Type Portfolio Swap (USAA, Fidelity, JetBlue, CostCo) Security Breach EMV Expiry Date Manipulation What A Typical Nonprofit Is Doing Today To Recapture Some account updating Maybe a re-attempt or two this can be limited by the CRM /DM/TM Attempts
16 EMV debit nearly done, breaches continue!
17 Revenue Recovery How To Make It Happen Intelligent Recycling Modeling and predictive analytics per card type determines optimal reattempt schedule Shifts the burden of retry attempts from nonprofit to processor/gateway Minimal IT investment to adopt solution 8xs is the max # of xs to recycle if predictive analytics are unavailable
18 Issuing Banks and Account Updater It s getting better. 70% Current Issuer Participation Rate By April 2016, all issuers must participate in Visa and Mastercard Account Updater programs.
19 Revenue Recovery Revenue Recovery: How Can I Make That Happen?? Intelligent Recycling Modeling and predictive analytics per card type determines optimal reattempt schedule Shifts the burden of retry attempts from nonprofit to processor/gateway Minimal IT investment to adopt solution 8xs is the max if predictive analytics are unavailable The future of credit card decision making Use card type in your models Real-time decision making based on Card Insights
20 Recovered $ as Percentage (%) of Total Revenue 3.2% 4.0% 2.9% CONSUMER MONITORING ONLINE SERVICES SPECIALTY/NON-APPAREL INTERNET & MULTICHANNEL RETAIL ONLINE MEMBER CLUBS BEVERAGES - MEMBERSHIP 4.2% 6.0% 7.0% SOCIAL NETWORKING DATING ONLINE SERVICES SOCIAL NETWORKING COMMUNITY ONLINE SERVICES Nonprofit
21 Three Questions to Ask Yourself Why does my money take so long to get to me? Who owns your recurring donors credit cards? If you leave can you get your donors credit card information?
22 Maximizing Your Sustainer Revenue through Better Back End Processing Lauren Levine Sue Mulvany Jason Robbins Direct Marketing Manager Director of Business Development VP Sales and Marketing Oxfam America Vantiv ROI Solutions
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