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Managing Campaigns & Major Giving to Maximise Value to Your Organisation
Robert H. Lane, Ph.D.
Lane Services, LLC
Your Speaker
Dr. Robert Lane
Authorized iMIS Solution Providers
Authorized iMIS Fundraising Professionals
Doctoral dissertation on fundraising software
Extensive fundraising & direct mail experience – treasurer of an
association foundation using iMIS
2013 AiSP of the Year
Work with fundraising organizations from small association
foundations to large direct mail charities with millions of donors
What We’ll Cover
• The Basics of the Donor
Pyramid
– 95% give 5% of revenue
– 5% give 95% of revenue
• Strategic Development
Plan maximizes each
• Before the gift arrives
you have to ASK
Major / Planned Gifts
(Moves Management)
Monthly & Mid Major Giving
Annual Giving / Direct Marketing
Characteristics
• Direct Mkt / Annual
• Monthly
• Mid Major
• Major
• Planned
• Smaller £, Less
Often
• Smaller £ More
Often
• Larger £ 1 / Yr or
more
• Larger £ usually
once a year
• Once / twice a
lifetime
Annual Giving / Direct Marketing
Very Simple
• Getting the first gift – New ‘X’ (based on
mission) welcome
– Acquire email addresses
– Make it easy to give
• Get repeat gifts – How many appeals?
– Separate past donors from non-donors
– Mail & Personalize if possible
Very Complex
• Getting the first gift – Acquire email & mail
addresses
– Make it easy to give
– List Rentals / Purchases
• Get repeat gifts – Complex segmentations
– Multiple packages / creative
– Personalized
– Use mail plans
Complexity Develops Over Time
The Plan - RFM
The Plan
Analyze your segments
Small cells
Delete those that don’t yield $
Offer special premium or incentive to
certain segments
The Mechanics
Interpret the Results
Acting on the Results…
Welcome
Offers
Test 1x
a year
Best
Offers
Win Them
Back Stay top of
mind - inc.
frequency
Try to get
back - don’t
go crazy
Standard RFM Definition - # of Segments in
each ‘bucket’
Rankings
Lowest
Value
Highest
Value
RFM Definition
Contact Query
(Who we’ll rank)
Transaction Query
(Which Transactions)
Standard RFM Definition – Sample Results
Details behind RFM
• Contacts = Recency & Frequency
• Amounts = Monetary Values
• Used to determine rankings
Bottom Line
Every organization is different
Don’t expect ‘one size fits all’ solution
Review your possibilities & be open to business process improvement
Know your donors and prospects
Use RFM (or a variation thereof) to ask the right people for the right amount at the right time
• Founded in 1859 by St. John Bosco
• 2nd largest order in Roman Catholic
Church
• Providing customized services
– Food, Clothing, Healthcare, Job-Skills, Dignity
• Caring for poor children in 130 countries
– More than feeding poor and homeless children
– Focus on rebuilding lives, self-sufficiency
– Over 3 million children have received services
• 82% of all donations go directly to
programs
Salesian Missions
Sometimes RFM is not enough
Selection and keying instructions:
A. Input = iMIS House File – EOD 3/16/12
B. Output = select records as per the following criteria.
C. Explanation of selection/keying criteria:
1) 13-18 Months = date of most current (latest) donation is in this time frame.
2) $5-9.99 = Highest Donation Amount given in the 24 months prior to the latest donation date above is in this range.
a. If this Highest Donation Amount has one of the following purpose codes or source codes ignore this transaction and search for the
donor’s next highest donation, within the 24 month period, which is not one of these purpose codes or source codes:
A. Purpose Codes: AN UU
ST II
CH MS
RD UP
B. Source Code: EG
SD
b. Any donor whose transactions are all ignored should be given the “Misc.” Key Code as specified on the attached keying instructions.
c. Exceptions:
1. If a Donor’s record has 2 or more “BC” (Bounced Check) Purpose Transactions and does not have the equal quantity of “RC” (Returned
Check) Purpose Transactions, then ignore this record completely.
2. If a Donor’s record has one of the following Service Codes or Promotion Codes, then ignore this record completely:
a. Service Codes: 3S – No Appeals
41 – Mail Sweeps only 1X a year
8A - January sweeps only
8C - March sweeps only
8G - July sweeps only
8I - September sweeps/Christmas only
8J - Datebooks only
8K - November sweeps only
b. Promotion Codes: FR – Stop all mailings
FN – Stop all mail – Undeliverable address
DR – Deleted (Deceased)
FO – Stop all mailings except Magazine.
c. If the record is a Foreign address, then ignore this record completely.
Continued…
and additional criteria is required for the selection
Sometimes RFM is not enough
House House House
Catholic Non-Sect Spanish
Last 12 Months Donors Key Key Key
(April 2011 to Current Date)
a. $.01 – 4.99 GEC01 GEN01 GES01
b. $5 – 9.99 GEC02 GEN02 GES02
c. $10 – 19.99 GEC03 GEN03 GES03
d. $20 – 49.99 GEC04 GEN04 GES04
e. $20 – 49.99 – No Stamps GEC05 GEN05
f. $50 – 99.99 GEC06 GEN06 GES05
g. $50 – 99.99 – No Stamps GEC07 GEN07
h. $100 – 499 GEC08 GEN08 GES06
i. $100 – 499 – No Stamps GEC09 GEN09
j. $500 – 999 GEC10 GEN10 GES07
k. $500 – 999 – No Stamps GEC11 GEN11
l. $1,000 & Over GEC12 GEN12 GES08
m. $1,000 & Over – No Stamps GEC13 GEN13
n. “Misc.” GEC14 GEN14 GES09
13-18 Months Donors
(October 2010 to March 2011)
a. $5 – 9.99 GEC15 GEN15 GES10
b. $10 – 19.99 GEC16 GEN16 GES11
c. $20 – 49.99 GEC17 GEN17 GES12
d. $50 – 99.99 GEC18 GEN18 GES13
e. $100 – 499 GEC19 GEN19 GES14
f. $500 – 999 GEC20 GEN20 GES15
g. $1,000 & Over GEC21 GEN21 GES16
h. “Misc.” GEC22 GEN22 GES17
and additional segmentation is required for the selection
Spreadsheet Supports Custom SQL
1
Sched. 2
Fundraising as a Continuum
Jan
Fundraising as a Continuum
Fundraising as a Continuum
1
Sched. 2
Monthly / Mid-Major
The What?
• Monthly / Recurring Giving – £ 20 / month for life
– Assume 5 years of easy giving
– (20 x 12) x 5 = £ 1200 Lifetime Value
• Mid-Major – Each org is different
– Between £ 500 – 5000 / yr
Major / Planned Gifts
(Moves Management)
Monthly & Mid Major Giving
Annual Giving / Direct Marketing
Why We Cultivate Separately
How We Cultivate
• Monthly Donors – Online
– Mailings
– Example: New ‘Adopter Welcome’ letter
• Mid-Major Donors – Extra ‘touches’ cards, thank you calls etc.
– Increased personal touches
– Find the opportunities to increase giving and build a relationship with the donor
Monthly Giving
• ASI AutoPay
– Monthly
– Quarterly
– Annually
• Credit/Debit card (ACH coming)
• Uses a data vault
AutoPay
AutoPay
Major / Planned Giving
(Moves Management)
What’s a Move?
• Right time (to ask)
• Right person(s) (to ask)
• Right person (to make the ask)
• Right funding opportunity
• Right amount
Moves Management is the process that gets the answers and works towards the gift
Major / Planned Gifts
(Moves Management)
Monthly & Mid Major Giving
Annual Giving / Direct Marketing
Major / Planned Giving
(Moves Management)
Manage Moves
Cultivation Plan
Cultivation Activities
Questions?
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