Integrated Donor Acquisition Alena Malloy, Media Planning Director Will Eriman, Account Supervisor...

Integrated Donor AcquisitionAlena Malloy, Media Planning Director

Will Eriman, Account SupervisorJanuary 29, 2015

Growth of nonprofits outpaces giving

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Source: data from Giving USA and the National Center for Charitable Statistics

Media landscape has changed dramatically

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Media landscape has changed dramatically

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1984

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Media landscape has changed dramatically

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2014

Why is acquisition necessary?

Why acquire new donors?

• Grow your donor file

• Building the foundation for diversified, reliable income

• Offset file attrition

• Build a prospecting pool

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The donor pyramid

Acquisition: An investment for the future

• What is the Net Long Term Donor Value? (5-year value)

LTDV $233 x 3000 New Donors = $699,000

Cost $79 x 3000 New Donors = $237,000

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5 Year LTDV (Net) $154 = $462,000

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First step to acquisition: Set Your Goals

• Increase funds for the long term at the most efficient cost

• Move supports to act

• Educate the community of the need

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Balancing

Key elements

• Audience – Who are we targeting? And how often?

• Channels – How will we reach/impact the audience?

• Flighting / Frequency – When and how often to do communicate?

• Offer – What are we asking for?

• Creative – What does the package look like?

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Understanding the current footprint

Winnipeg covers most of Manitoba Provence

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Exploring expansion opportunities

Reaching the right audience for your message

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Optimistic

Give to nonprofit organizations

Community Supporter

Health Conscious

Financially Responsible

Becoming internet savvy

55 yrs old+

Median HHI is $99k

83% are Caucasian

Full-Time Employed / Retired

College educated

Married

Parents and Grandparents

Simmons 2013

Donors divide their time across multiple activities

17 Simmons 2013

6-9AM 9AM-12N 12N-4PM 4-8PM 8-12M

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1.1

0.98

0.78

0.51

0.60

Short Term R:C

$367

$195

$198

$180

$171

Long Term Value

2014 USM Composite

Awareness Channels

• What are they?

• What do they do?

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Affects of awareness

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With Traffic: Lancaster, Los Angeles, Norfolk, Portland, Oklahoma CityWithout Traffic: Atlanta, Dallas, Denver, Huntsville, Miami, Winston-Salem

Q4 is key to success

• Blackbaud25

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Incremental CPD - $53Incremental CPD - $53

But don’t ignore other season opportunities

51% of Total Mail Quantity51% of Total Mail Quantity 49%49%

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Frequency creates top of mind

• On average a consumer must touch, see or hear a message 3 times prior to reacting

Direct Mail

September October November December

      Pre mail   Main       Late Thks     Xmas   Late Xmas      

Audience 29 5 12 19 26 3 10 17 24 31 7 14 21 28 5 12 19 26

Inactives                                    

5x+ multis                                    

4x multis                                    

3x multis                                    

2x multis                                    

Uniques                                    

Offer: What are we asking for?

• Need is urgent and solvable

• Meals-based offer has broad appeal

• Offer is tangible

• Organization is credible

• Funds/donations are used effectively

• Donor involvement is encouraged

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Creative

What does the future landscape look like?

• Integrated

• Data

• Modeling / Co-Ops

• Collection plate measurement vs. whole program measurement

• Donor volume vs. donor quality

Top 3 items to do

• Goal Check:

o What kind of balance do you need?

• Ensure all your collection plates are up, running and “happy”

• Usability testing…get grandma to try it out!

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Questions?

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Thank YouAlena Malloyamalloy@russreid.com

Will Erimanweriman@russreid.com