Erica Waasdorp Katie Valvo How to grow your monthly donor program beyond the first year
Erica Waasdorp Philanthropoholic President A Direct Solution Raised $$$$ with monthly giving Wrote the book Monthly donor
Katie Valvo Associate Director, Monthly Giving Acquisition Background Face-to-Face Fundraising Fanatic Monthly Donor/Subscriber
Growing your Program to GREATER Give Thanks and Involve Retain and Reactivate Elevate (upgrade) Acquire Test EFT Reporting
Growing your Program to GREATER Give Thanks and Involve
Preferred Recognition by Donors Source: Penelope Burk Donor Survey
Welcome- Offline
Welcome - Offline
Welcome - Online Conservation Champion Branded Thank you/welcome Video Auto Responder
Welcome Online Video http://www.nature.org/membership-giving/donation/monthlygiving/conservation-champion-video.xml?src=e.auto_d&lu=4344283
Branded Appeals
Most Successful Appeals @ Peak Times of Year Response aligned with balance of audience; Avg Gift significantly higher than those in similar MRC groups; Branded Offers
Recognize in Appeals
Monthly Donors Who Give Additional Gifts When Asked 57%
Other ways to recognize Thank you calls Version of donor appeal Version of email Annual report and events Newsletter Testimonials
Keep Communicating!
Growing your program to GREATER Retain and Reactivate
III. Retain and Reactivate Retention is the new acquisition. Customer service is the new marketing - Joe Connelly
NO End Date EVER! January 27, 2015
Improve Donor Service
Prevent Lapsing Before card expires Telephone Email Letter As soon as possible! Account updater/recycling
Recovery (Acct updater/recycling) Source: Vantiv
Pick Up the Phone!
Survey Prevent lapsers
Coverage Ratio New + Reactivated > 1 Lapsed
Growing your Program to GREATER Elevate (upgrade)
Current average gifts
Sample Upgrade Ask IF Monthly Gift > =6 INCREASE1 = 2 INCREASE2 = 5 INCREASE3 = 7
Most successful
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?
Upgrade Results Descr. # of appeals Pledge Resp. rate Avg. monthly upgrade Annual gross new DM 10,000 3.86% $8.00 $7,526 TM 2,176 24.03% $5.08 $10,471
Growing your Program to GREATER Acquire
Acquisition 1. Expand existing program 2. Add additional program
Monthly Giving Front and Center Make it easy First option Add additional media Challenge and urgency Testimonials
On Home Page
One Page Online
Last Chance Light Box
Easy to Find
First Option
Challenge, Goal and Deadline
Another Type of Challenge Use email
Welcome Email
Mobile
Google Adwords
Branded Web Ads
Crowd Funding & Social Sites
Don t Give Up Control
Direct Mail
Welcome Pack and Thank Yous
Example Welcome Message Thank you so much for your gift of xx$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]
Initial Gift and Response Relate One Time Response rate Monthly Response rate Description Average gift Average gift New $5-$14.99 4.6% $ 10.77 1.4% $ 8.38 New $15-$24.99 4.5% $ 16.60 1.6% $ 10.42 New $25+ 4.4% $ 24.49 2.0% $ 13.31
Front and Center on Reply
Telemarketing
Target by Payment Type Descr. # of calls # MGs Resp. rate Avg. gift Annual gross % on CC Previous CC gift NO previous CC gift 2,530 354 13.99% $8.56 $36,362 18.4% 24,834 2,234 9.00% $8.23 $220,629 6.49%
Face-to-Face Fundraising
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
Creative
Welcome
Add Additional Program
Results TM Cross Sell Segment # of calls % resp. Avg monthly gift Existing EFT MGs Existing CC MGs Annualized 2,233 22.39% $7.27 $3,635 736 20.79% $7.63 $1,167 Non MGs 6,476 7.86% $6.74 $8,232
Growing your Program to GREATER Test
Appeal
Premium
Ask Amount (Telemarketing) Segment # of calls % resp. Avg monthly gift Control ask ($7) Test ask ($10) Annualized 2,704 10.58% $7.60 $2,175 2,748 7.82% $9.99 $2,148
Growing your Program to GREATER EFT
Offer EFT Online
Add Form on Web
Add Option on Reply
Convert Pledge Reminders
Growing your Program to Reporting GREATER
ROI Look for Opportunity! 2/24/2015 74
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 $772 2005 Credit Card 757 $628 $449
Annualize Results Monthly Donors Source # of monthly donors acquired Average gift Average Yearly Gift First year Cume Totals 170 $10 $120 $20,400
Calculate Coverage Ratio New + Reactivated > 1 Lapsed
"Go the extra mile. It's never crowded." ~ Author Unknown
Thank you! Erica Waasdorp President, A Direct Solution www.adirectsolution.com 508 428 4753 erica@adirectsolution.com facebook.com/ewaasdorp @ericawaasdorp Erica Waasdorp
Thank you! Katie Valvo Associate Director, Monthly Giving Nature.org/champions 703.946.5451 kvalvo@tnc.org Katie Valvo
Bonus: A Monthly Giving Video https://www.youtube.com/results?search_quer y=saturday+night+live+cents