THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS Moving Donors UP The Giving Pyramid JANN SCHULTZ, Operation Smile ANGEL A. ALOMA, Food For The Poor MARK RHODE, Russ Reid
The problem we re here to solve How to optimize relationship and revenue from our donors products, integrated channels, strategies tactics Questions are good, but hold till Q&A
THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS JANN SCHULTZ Operation Smile
Operation Smile Envisions a world in which no child suffers or dies because of a repairable facial deformity. Twitter: @jannschultz @operationsmile #DCNP2013
Fundraising Analysis
Pursuant Ketchum
Donor Care Program Communication Goals: Strategy: Donor 12 Touches Engagement Donor 3x Multi-channel Retention campaigns Upgrade 2x Newsletters and Long Term Value 3x Reporting Back (mail and phone) Donor Annual Care tax Associate receipt (online (portfolio & offline) ~650 donors) 3x special DM appeals
New Products Single Surgery Ask $240 Sponsor an Operating Table $2400
84% 91% 103% Mid-Level Prospects HPC $240-$479 84% Lift the difference in performance between Test Panel and Control Panel Upgrading to $480+ Mid-Level Prospects HPC $480-$999 91% Lift the difference in performance between Test Panel and Control Panel Upgrading to $1000+ Wealth Screen Prospects HPC <$240 103% lift the difference in performance between Test Panel and Control Panel Upgrading to $500+
The Donor Cliff
Repairing the gaps Charitable Partners Program Face to Face solicitation Multi-year pledges New Major Gift Team Leadership From event organizers to Gift Officers Moves management framework, on-boarding Communication and solicitation program
Major Gifts Communication and Solicitation Plan 12 Touches (leveraging direct response content) Annual Report 2x Newsletters 3x Reporting Back (mail and phone) Annual tax receipt (online & offline) Thanksgiving Card, Birthday Card 3x special DM appeals
Donor Paths, Programs & Goals Includes: DR Acquired Single Gift & Recurring Multichannel Cultivation Donor Relations Support Goals: Second Gift Donor Retention Pursuant Ketchum Includes: DR & Other Channel Acquired Donors Single Gift Donors Hybrid Cultivation w/versioned Messaging Donor Care Associate Portfolio and Support Goals: Donor Upgrade & LTV Donor Engagement Donor Retention Includes: DR & Other Channel Acquired Face to Face Solicitation Hybrid Cultivation & Communication Associate Development Officer Portfolio Donor Care Associate Support Goals: Donor Upgrade & Multi-Year Pledges Donor Engagement Life Time Value Major Gift Prospecting Goals: Major Gift Donors & Prospects Face to Face Major Gift Solicitation Goals: Donor Upgrade Annual gifts Multi-Year Pledges Donor Engagement Life Time Value
Donor Paths & Programs Upgrade and downgrade paths developed for each type of donor in each program Pursuant Ketchum
Takeaways Assess all your fundraising programs find the gaps Review your product offers and begin an upgrade program within your existing direct response Identify bridging or transition strategies to move donors out of direct response Craft donor-centric pathways that allow movement and build business rules for moving donors in and out of upgrade programs. Create a comprehensive communication program
Thank You! Jann Schultz Associate Vice President, Donor Services Operation Smile +1.757.321.7645 jschultz@operationsmile.org Twitter @jannschultz @operationsmile LinkedIn Jann P. Schultz
THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS ANGEL A. ALOMA Food for the Poor
ACROSS CHANNELS Phone Direct Mail Electronic Face to Face
DYNAMIC ASKS Realistically and gently stretching the donors to increase their giving with dynamic asks and ask tables based on their last largest gifts
DIRECT MAIL & PHONE Upgraded ask tables $ $ to
FACE-TO-FACE Present higher priced projects, always with options
DONOR CENTRIC COPY Let your copy and conversation be truly donor centric. Compare: Food For The Poor feeds hundreds of hungry, at-risk children. Vs. Your caring generosity has saved the lives of hundreds of hungry children by providing them with much needed food.
WHAT S YOUR USP? - YOUR STORIES!!! Tell them well Don t be afraid to elicit an emotional response; emotions are a strong catalyst for generosity
No one owns a donor Your best donors are those that give to multiple channels BREAK DOWN SILOS
TELEPHONE THE BEST CULTIVATIONAL TOOL
RIGHT FROM THE START In tests with first time donors, a thank you call increased renewal rate by 40%
THIS IS HOW FOOD FOR THE POOR USES IT
FOUR GROUPS Campaign Advisors 2 (CA2) Campaign Advisors 1 (CA1) Senior Campaign Advisors (SCA) Development Advisors (DA)
CAMPAIGN ADVISORS 2 They call active donors (0-12) with single gifts of $50 - $99 in last 24 months Pool of 60,000 donors 13 callers on predictive dialer
CAMPAIGN ADVISORS 1 They call active donors (0-12) with single gift of $100 - $599 in last 24 months Pool of 60,000 donors 10 callers on predictive dialer
SENIOR CAMPAIGN ADVISORS They call active donors (0-12) with single gift of $600 - $3,600 in last 24 months or cumulative gifts of more than $3,600 two years in a row Pool of 9,700 donors 11 callers, each with own portfolio of donors for continuous contact
DEVELOPMENT ADVISORS They call active donors (0-12) with single gift of $3,600 to $20,000 single or cumulative Pool of 7,000 donors 17 callers, each with own portfolio of donors for continuous contact
THREE CAMPAIGNS PER YEAR (12-16 WEEKS) Water - Food Housing Calls follow-up creative direct mail pieces promoting above with ask tables designed to upgrade donors.
INCENTIVES Callers are incentivized to surpass goals to upgrade donors to higher level
In January each year GRADUATION All CA2 donors with single gifts of $100+ will upgrade to CA1 group All CA1 donors with single gifts of $600+ will upgrade to SCA group All SCA donors with single or cumulative gifts of $3,600+ - two years in a row will upgrade to DA group All DA donors with single gift of $10,000 and cumulative of $20,000 will upgrade to Major Donor Department.
MAJOR GIFTS DEPARTMENT 650 donors Director with portfolio of 20 donors Five major gifts advisors with approx. 125 donors in each portfolio $20,000+ per year donors
MOVING THEM TOWARDS THE PEAK OF THE PYRAMID Develop meaningful, personal relationships well beyond donor/fundraiser Calls, cards, notes, prayers Awards Special Events Parties with a Purpose
MOVING THEM TOWARDS THE PEAK OF THE PYRAMID (Continued) Proper fulfillment for projects undertaken by donor Access to Executive Director Personal visits Mission trip to see need and organization s response to that need
THE SUMMIT LEGACY GIFTS Relationship between Major Gifts and Planned Giving Departments
THERE IS GOLD IN GOLDEN YEARS OF YOUR DATA BASE Example of successful approach by FFP: Phone calls to select of donors 65+ years old Thank them for past support some may be lapsed Offer prayer for special intentions/petitions Offer free course in planned giving
HOT PROSPECTS Those who request/accept free course are hot prospects for a planned gift These should be followed up by phone call from Planned Giving Advisor This call could lead to setting up a personal visit with planned giving prospect
THE WEB STRATEGIES TO UPGRADE DONORS Monthly Giving: Monthly giving emphasized throughout the website Many options for monthly giving clubs based on donors preference Most prominent spot on homepage
THE WEB STRATEGIES TO UPGRADE DONORS Every form has prominent monthly gift ask Every thank you and auto-responder asks the donor to set up a monthly gift Occasional appeals to multi donors to sign up for monthly giving program Quarterly emails to lapsed monthly givers to reacquire
THE WEB RESULTS OF STRATEGIES Resulted in 22% of Web income and 46% of all gifts attributed to monthly giving, with an average gift of $44 for 2012. Additionally, total income from monthly gifts for Web for 2012 was $2,333,479 from 52,949 gifts, as compared to 2009 with $668,537 from 12,023 gifts.
UPGRADE STRATEGIES Employed dynamic asks for email appeals based on donors largest gift in the past 6 months Increased default ask on donation forms from $75 to $150 Resulted in average one-time gifts of $127 (from $117 before strategies in place)
A GOLD MINE TELEVISION Our long-form television program has been designed for acquiring monthly donors
A GOLD MINE TELEVISION (Continued) In 2012-6,476 monthly donors acquired with an average gift of $21.78 In 2012 2,797 one-time donors acquired with an average gift of $73.77 For Food For The Poor, donors who give $50 or more have been proven in studies to have very good donor potential
Thank You! Angel A. Aloma Executive Director Food For The Poor, Inc. 954.427.2222 aaloma@foodforthepoor.com
Thank You! Jann Schultz, Associate Vice President, Donor Services, Operation Smile 757.321.7645, jschultz@operationsmile.org Angel Aloma, Executive Director, Food For The Poor 954.427.2222, aaloma@foodforthepoor.com Mark Rhode, Vice President, Russ Reid 626-298-4166, mrhode@russreid.com