Implementing Donor Insights for Real!

October 15th 2008Team Fire

Team Fire….Our ObjectiveAchieve 100% growth over the next five

years while keeping the cost of fundraising below 40% with no decrease

in net contribution

Start Year 1 Year 2 Year 3 Year 4 Year 5

$ 600,000 $ 690,000 $ 793,500 $ 912,525 $ 1,049,404 $ 1,206,814

15% year over year growth in 5 years required to hit target

ObjectiveQuantification

Team Fire….Our Journey

• Review of Data Facts and discussion on team approach, work scope and timeframe

Facts

60% of donors give more thn once

Liklihood of second donation is 80% in first 16 monthsActive donors = last 12 months

22% attrition yr/yr

70% gave once in 2002

30% gave more than once in 2002

Loyal group 10+ appeals = 4152

Four PillarsLoyalty StrategyOTGTest for monthly givingIncrease frequencyIncrease value of give - renewal programSecondary OTG program to upgrade in 12 months Legacy Intermediate Donor ProgramSpecial Emergency Mailing - Appeal Member Introduce Monthly Donor PlanIncrease value of give and frequency

Acquisition Strategy

Lapsed Donors Reactivation

DM/TM/DM&TM

Cash vs regular giving

Payment Method Testing

Cold Pac Creation and Testing

Attrition

Understand attrition

Welcome program

Survey?

Major Donor

Sponsorship/Membership

Ambassador Program

Board Membership

Capital Campaigns

Year One….

Year 1

EMERGENCY APPEAL Initial Appeal Reminder Appeal

Personalized Emergency Appeal w Name and Amount Response Rate Response Rate Average $ Donation Gross Revenue

Active 7000 10% 5% $40 $42,000.0

Lapsed 24month 2000 8% 3% $30 $6,600.0

Other Donor 13000 3% $20 $7,800.0

Total $56,400.0

Monthly Giving Initial Appeal Reminder Appeal

Regular Gifts Assoc w Emergency Appeal Response Rate Response RateAverage $ Donation/Mnth Gross Revenue

Active 7000 5% 3% $15 $100,800

Cost $ 22,000.00

Net Contribution $135,200.00

Year One…con’t

Start Year 1 Year 2 Year 3 Year 4 Year 5

Target - 15% Growth $ 600,000 $ 690,000 $ 793,500 $ 912,525 $ 1,049,404 $ 1,206,814

Minimum Revenue Diff YR/YR $ 90,000 $ 103,500 $ 119,025 $ 136,879 $ 157,411

Gross Revenue $ 600,000 $ 735,200

Active Donors 7000

Lapse Donors 12 to 24 mnths 2000

Attrition 22%

Total Database 22000

Average Donation $ 35.00

Mktg Budget $ 150,000 $ 172,000

Net Contribution $ 450,000 $ 563,200

Budget as % of Gross Revenue 25% 23%

Year One to Five

Start Year 1 Year 2 Year 3 Year 4 Year 5

Emergency mailing2nd Emergency Appeal

Introduce monthly giving

Develop Monthly Giving Program

Understand Attrition

Reduce Attrition 50%

Test TM Introduce TM

Test Direct Dialogue

Introduce Direct Dialogue

Test Cold Pac Roll Out New Pac

Legacy Program