1. Laura Connors TJ Hillinger Amelia Koch Rick MalchowAllison
Porter #bridgeconf
2. #bridgeconf
3. Campaign Analysis vs. ROI Analysis. Campaign Analysis is a
vital daily tool that gives the pulse to the overall program at any
given time. Good campaign statistics with costs are essential to
running a strong fundraising program. ROI Analysis digs deeper into
long term trends and health of the file. When are your donors
returning the investment? How does your ROI compare with other
organizations? #bridgeconf
4. Measuring ROI.ROI = (Income (Total Acquisition Cost +
Resolicitation Cost))/Total Acquisition Cost Total acquisition cost
is imperative as it is the initial investment. With list ROI,
acquisition cost can vary greatly from list to list. Resolicitation
cost can be left out altogether for the purpose of comparing lists
as one can usually assume it is the same for all lists. If
necessary, use an estimated resolicitation cost based on average
contacts per member, cost per contact and retention.
#bridgeconf
5. Visualizing ROI $50 Breakeven $40 $31 $11 Net $30 $28 $24
$20 $17 $42 $35 $10 $24 $12 $0 Year 1 Year 2 Year 3 Year 4
Cumulative Income Subsequent to Initial Gift Cumulative Cost ROI
can also be shown visually as in the chart above. The dotted line
represents cumulative cost which is $17 in year one--$10 cost to
acquire + $7 resolicitation cost. Resolicitation costs decline over
time due to attrition. Cumulative income eventually overtakes
cumulative cost to mark breakeven. #bridgeconf
6. NPCA Case Study Presented by: Laura Connors, Deputy VP of
MembershipNational Parks Conservation Association 777 6th Street,
NW, Suite 700 Washington, DC 20001 [email protected]
##bridgeconf
7. Acquisition is an investment that compounds over timeThis
chart shows that members from the earliest years are still giving
and the consequent long-term impact ofacquisition. Revenue is
compounded year after year. A drop in quantity one year would
impact revenue in future years. ##bridgeconf
8. Direct Mail is still the predominant giving channel Direct
mail remains the major income channel though it has declined
slightly. FY09, FY10 and FY11 direct mail percentages are 91.8%,
91.2% and 89.4% respectively. TM income percentages for FY09, FY10
and FY11 are 3.6%, 2.6% and 3.8% respectively. Online giving still
shows great potential for growth with a structured solicitation
program in place. Web giving is at 5.3% of income in FY11 which is
up from .6% in FY03. Email income is 1.4% of income in FY11.
##bridgeconf
9. Giving Metrics by Fiscal Year All Membership Metrics have
been extremely consistent since FY05. ##bridgeconf
10. $50 plus members make up 29% of file, yet give 62% of the
revenue ##bridgeconf
11. Member value is tied to size of Initial Gift The members
first gift is the best predictor of future member value. For NPCA,
there is a considerable jump in value at the $25 level.
##bridgeconf
12. Retention is tied to First Gift Amount Members joining at
higher giving levels tend to have better retention.
##bridgeconf
13. Online joins worth twice Direct Mail joins Each consecutive
join year is consistent in value for both join channels except for
the outperformance of the FY06 Online joins. ##bridgeconf
14. First Gift Distribution of $1,000+ Multi-Gift MembersNote:
$1,000+Single Gift definedas one gift of$1,000 or more(not
cumulative) 61% of $1,000+ multiple gift members joined the file
with a gift under $100, which is strong compared to other
organizations. These numbers are based on 2,975 $1,000+ Multi
Members found in the database. Average years for joins under $1,000
to update to that level is 6.8 years. ##bridgeconf
15. TM Contacts have value even if no gift is made contact code
quantity %gave gifts/mbr $/mbr avg gift CREDIT CARD 160 89% 2.0 $76
$38 CHECK 665 70% 1.5 $49 $33 REFUSAL 2,387 48% 0.9 $35 $38 NO
CONTACT 3,884 44% 0.8 $34 $42 Members who pledged via credit card
were twice as valuable as members who were not contacted or refused
to give. Refusals outperformed those members who were not
contacted. ##bridgeconf
16. Activist/Members have stronger value than
non-activist/members % renewed $/Mbr0.7 $450.6 $40 $350.5 $300.4
$250.3 $20 $150.2 $100.1 $5 % renewed $/Mbr 0 $0 ##bridgeconf
17. FY11 Income per Member by Previous Giving Channelsmembers:
265 1,047 313 913 135 1,233 5,062 26,999 88,119 Members included
were active within 12 months at the start of FY11, had a highest
previous contribution of less than $1,000 and had given 4 or more
direct marketing gifts over their entire membership lifetime. FY10
Sustainers were excluded. ##bridgeconf
18. Key Follow Up Test $25 ask in acquisition. Test no premium
version in acquisition. Include recent non-donor action takers in
acquisition. Use this information to help identify mid-level
upgrade prospects. Reinstatement testing through multi-channel
efforts and multi- program efforts (reinstatement/renewal/appeal).
High$ Mail/Phone and Mail/Email to engage multichannel.
19. CBF Case Study Presented by: Amelia Koch, Director of
MembershipChesapeake Bay Foundation 6 Herndon Avenue Annapolis, MD
21403 [email protected] ##bridgeconf
20. The file has been flat in members and income since 2008.
Members by Join Year and Fiscal Year (0-12 mos)Member attrition is
usually more pronounced than income attrition because retained
members tend to give more. ##bridgeconf
21. The cumulative member value for canvass joins was far lower
than thevalue of direct mail and online joins. Additionally, direct
mail value has declined since 2005. CBF must re-shift the
composition of new joins acquired from low-value (below $15) to
high-value members. $140 $140 $120 Direct Mail Joins $120 Canvass
Joins $100 $100 $80 $80 $60 $60 $40 $40 $20 $20 $0 $0 $140 Yr 1 Yr
2 Yr 3 Yr 4 Yr 5 Yr 1 Yr 2 Yr 3 Yr 4 Yr 5 $120 Online Joins Direct
Mail joins are giving an additional $96 $100 in subsequent income
after five years. This $80 is excellent compared with other $60
organizations. With lower dollar joins, this $40 figure will
decline. Online joins are giving $93 over the same $20 $0 period.
However, Canvass joins only give an additional $19 over the same
five years. Yr 1 Yr 2 Yr 3 Yr 4 Yr 5 FY05 FY06 FY07 FY08 FY09 FY10
Industry Ranges ##bridgeconf 5-yr donor value: $44-83 CBF: $96
22. Canvass members made up a significant portion of new joins
and will need to be replaced. 35,000 $80 30,000 $70 $60 25,000 $50
20,000 $40 15,000 $30 10,000 $20 5,000 $10 0 $0 FY04 FY05 FY06 FY07
FY08 FY09 FY10 FY11 DM New Joins Canvass Joins Web Joins First DM
Gift First Canvass Gift First Web Gift ##bridgeconf
23. In the pursuit of a larger membership file, CBF acquired a
higher percentage of low dollar donors Members 100% 80% 60% 40% 20%
0% FY05 FY06 FY07 FY08 FY09 FY10 FY11