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Individual GivingIt’s about the journey…not the product
Tom Duggan CFRE (Plan International Australia)Yani Ferdinandus (CanTeen)Scott Nicholson (Make-A-Wish)Louise Bonomi (Animals Australia)
It’s about the journey….not the product
Refreshing and reviewing a tired RG program
Tom Duggan CFREHead of Individual Giving
Background
The Challenge
The Challenge
Brand
Works with F2F
Better retention
Identify Target
Audience
Create MVP
Test Listen and
LearnImprove
The Solution
The Solution
The Road Block
Results
Third Gift Retention Rate F2F Cost Per Pledge
Results
Brand
Works with F2F
Better retention
Toolbox Take-outs
1. Know your criteria
2. Bring the whole team on board
3. Start with your audience
4. Pretend you know nothing
It’s about the journey….not the product
Getting the foundation right is crucial
Yani FerdinandusHead of Individual Giving
The journey so far...
• Telemarketing channel
• 1.4k supporters• 7% fundraising
income
• Face to Face channel
• 600 acquisition test
• 62k supporters• 75% fundraising
income
2006 2008 2018
Never a dull moment.....
• Engagement starts from internal key stakeholders • Board, Execs, Members Advisory Council, Finance and All Staff
• Proposition• Recipient, Issue, Long term vision, Solution and Proof points
• Agency – “partners” • Due diligence, share accountabilities, transparency, long term plan• Communications strategy
• Internal Team • IG is part of the Marketing & Fundraising team. Direct Marketing, Major
Giving, Bequest and Supporter Care
Never a dull moment.....
• Financial Model and reporting• 5 year forecast – understanding the numbers is key• Reporting: All key metrics, monthly performance dashboard, a bespoke
attrition report
• Technology, System and Processes• CRM database – communications and reporting• Processes- automated and structured
Still never a dull moment.....
• Data driven communications strategy #testandlearn #supportercentric#trustsatisfactioncommitment
Toolbox Take-outs
Key elements Description
Internal support Board and key stakeholders buy-in and approval
Proposition Give a reason for someone to commit to you on an ongoing basis
Agency partners “Partner” not “supplier”
Financial Model 5 year model
Reporting Data analytics -all key metrics. ROI, CPA, Monthly performance dashboard incl. comprehensive attrition report
Technology, Systems, Processes
CRM database, Automated and structured processes; e.g. Recurring payments, Declines process
Communications strategy
Simple, measurable, supporter centric, data driven and fits in the overall organisation communication strategy.
Team structure IG is part of the Marketing & Fundraising team. IG: Direct Marketing Acquisition,Retention, Bequest, Major Giving and Supporter Care Team. Shared KPIs
It’s about the journey….not the product
Generating premium online leads without advocacy
Scott NicholsonNational Manager – Individual Giving
It’s about the journey…not the product
It’s about the journey…not the product
Results:
CTR – 1.0%
Conversion rate – 55.6%
Leads generated – 2,389
TM Conversion rate – 11.84%
Results:
CTR – 1.1%
Conversion rate – 41.2%
Leads generated – 1,034
TM Conversion rate – 7.58%
It’s about the journey…not the product
Results:
CTR – 0.7%
Conversion rate – 14.8%
Leads generated – 17
RGs - 0
Results:
• Leads – 9,934
• Contacts – 3,605 (37%)
• RGs – 359 (9.96%)
• Avg gift - $25.31
• CPA - $313
• 3 month attrition – 19.2%
• Cash gifts – 63
• Avg cash gift - $34.65
• Cash gift total - $2183
The gift that keeps on giving….
Toolbox Take-outs
1. Stats work!
2. Sign the form works as a CTA.
3. Good stories and imagery will work on any channel.
4. For us, landing page ads worked better than lead ads – both
generating leads and at conversion.
5. Maximise the leads.
It’s about the journey….not the product
Don’t let them slip away!
Louise BonomiDirector of Development
Why both with a retention journey?
• Investing in a retention program will save you thousands.
• We work too hard to acquire donors. Don’t let them slip through the cracks!
• $150-$300 to acquire a new donor vs $32 to save an existing one
Why are they really leaving?Declining v’s active cancellations
• Qualitative data insights will help retention- collect all you can
REDUCE, SUSPEND, DON’T JUST CANCEL
• Suspend and implement automated reminders to restart gift
• Make sure suspensions and start-ups don’t warp your reporting
• Have a measure for recommencing or suspended so you can put value
on your retention campaign
Reasons for active attrition
Offer 2 month suspension OR acquisition journey in 6-12 weeks.
6% Engage, determine length of travel, suspend and set future commencement date.
52%
Suspend for 9-12 months. Schedule a check in after 6 months
4%
Suspend, schedule check in call in 2 months, bequest lead?
1%
2%
Acquisition journey W lower ask. Volunteer program?
Bequest lead/Bequest volunteer. Volunteer program2%
Declining cards - Automated reactivation journey
Declining cards - Online journey
Declining cards
Results
Letter Reactivations
1%
Phone -inbound
27%
Phone-outbound
12%SMS reactivations
1%
Self serve portal15%
Email via Auto Email 42%
Email via Lapsed
MD drive 2%
Toolbox Take-outs
1. It’s easier and cheaper to retain existing donors, than acquiring new
ones.
2. Qualitative data insights will help retention – collect all you can.
3. Reduce, suspend, THEN cancel.
4. Know you declining codes!
5. Combine a mix of automated and offline contact points in your journey.
Questions?