2012 bridge conference starting or expanding mid-level giving
DESCRIPTION
Bridge to Integrated Marketing and Fundraising Conference You Don’t Have to Be a Super-Hero: Launching and Growing a Mid-level Donor ($500 - $5,000) Program via Direct Response Summary: Targeting donors in the direct mail program at the $500 - $1000 level, and underserved major donors under $5,000, the Foundation Fighting Blindness launched an emerging major donor program to more effectively steward and upgrade these special donors. In this session, we will share how to identify your target audience, develop appropriate and cost-effective materials, engage colleagues in the endeavor, and tailor your messaging for this group. The Foundation has a relatively small membership team and will share how they were able to get this program off the ground with staff and financial resources—and increase the number of $1,000+ donors by 40% in one year. Learning outcomes: 1. How to identify donors from direct response track most apt to upgrade to mid-level. 2. How to identify donors from major donor track best suited for cultivation in mid-level track. 3. How to craft messaging for mid-level group. 4. How to re-purpose existing materials for mid-level group. 5. How to work with colleagues to ensure engagement across your development departmentTRANSCRIPT
Moderator: Dinah O’Berry, Impact Communications
Presenters: Anastasia Staten, Foundation Fighting Blindness
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You Don’t Have to Be a Superhero But It Helps:
Starting a Mid-Level Giving Program
Ability to generate incremental revenue
Build Major Gift/Planned Giving pipeline
Give generously to special appeals and matching gift opportunities
Create a loyal donor base
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Parameters• Define Your Universe
• Cumulative or Single Gift
• Annual or Rolling Membership
• Timeline for Entering and Exiting Program
• Channels of Communication
• Branding
Build a Budget• Staffing/Production:
Current vs. Increased Cost
• Potential New Revenue
• Tracking
GET BUY IN
• Single Gift $500+, Sustainer $100/month
• Annual Membership: Renewal/Appeal Cycle
• Reduce Solicitation, Increase Cultivation
• No Solicitation if Gave w/in 30-Days
• Exit Program After 24-Month Lapsed Giving
• Branding for $1,200+ Only
• Utilize All Channels to Engage
• Significant Increased Investment in Package Cost
• No Additional Staff: 1.5 FTE
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SegmentTrack
Solicitation:Single Gift
Solicitation:Monthly Donors
Cultivation :Single
Cultivation:Monthly Donors
July “Thank You” call; Personalized report
“Thank You” call; Personalized report
September Mini-proposal solicitation – to include “Funds” based on diseases.
Same as Single Gift – Upgrade
October “ARIA” card follow-up Invitation to Program Call Invitation to Program Call
November Host Program Call Host Program Call
December Annual Report w/ Match Offer Holiday card; “Thank You” calls
Holiday card; Annual Report;“Thank You” calls
January Renewal #1: Membership Card Acknowledgment Statement
Research\Thank You Video Research\Thank You Video
February 2nd
Renewal: Statement Invitation to Program Call
Invitation to Program Call
March 3rd
Renewal: Program Report Program Report (Donors who gave within 30 day)s; Host Program Call
Program Report;Host Program Call
May 2012 Funding international Memo w/Match offer
Fundinginternational Memo w/Match offer
“Thank You” calls “Thank You” calls
First Year Generated 19% Increase in Revenue
Net Per Donor Acquired (NPDA): $901
Return On Investment (ROI): 813%
Total Revenue: $157K
Suggest Giving Level
Enhanced
Personalization
Encourage Donor
Directed Giving
Handwritten Address Block
Address Block
$100,215
$30,550
$26,425
$0
$20,000
$40,000
$60,000
$80,000
$100,000
$120,000
September Mini-Proposal October Follow-Up to Mini-
Proposal
December Annual Report
Number of Responses
Income Generated
$37,880
$58,980 $50,445
$62,663
$157,190
$0
$20,000
$40,000
$60,000
$80,000
$100,000
$120,000
$140,000
$160,000
$180,000
FY08 FY09 FY10 FY11 FY12
Number of Responses
Income Generated
$254,782$273,003
$337,091
$533,360
$598,811
$0
$100,000
$200,000
$300,000
$400,000
$500,000
$600,000
$700,000
FY08 FY09 FY10 FY11 FY12
# Responded
Gross Income
What offers motivate giving?
What techniques worked, and how long can we use them?
Can we maintain and/or increase revenue while improving retention?
What are the channels of communication?
Other indicators to qualify donors?
What is the right balance between solicitation and cultivation, and the right channel mix?
How to effectively build exclusivity and loyalty with benefits, recognition and engagement?