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 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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