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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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1964
Bul
letin
sB
ulle
tins
TransitTransit
Media landscape has changed dramatically
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1984
BulletinsBulletins
TransitTransit
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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