donor acquisition is changing by rspb
Post on 13-May-2015
908 Views
Preview:
DESCRIPTION
TRANSCRIPT
The Changing Face of RSPB Membership Recruitment
Jonny Wright – Head of Membership Recruitment
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
98/99 99/00 00/01 01/02 02/03 03/04 04/05 05/06 06/07 07/08 08/09 09/10
Face-to-face
Telemarketing
Online
Other
Broadcast
Direct Mail
Recruitment by channel - proportion
Recruitment by channel - numbers
0
25,000
50,000
75,000
100,000
98/99 99/00 00/01 01/02 02/03 03/04 04/05 05/06 06/07 07/08 08/09 09/10
Direct Mail
Broadcast
Other
Online
Telemarketing
Face-to-face
Face to face growth
0
25,000
50,000
75,000
100,000
98/99 99/00 00/01 01/02 02/03 03/04 04/05 05/06 06/07 07/08 08/09 09/10
Face-to-face
Face to face mix
0
25,000
50,000
75,000
100,000
98/99 99/00 00/01 01/02 02/03 03/04 04/05 05/06 06/07 07/08 08/09 09/10
RFD
Private site
Door-to-door
In-house
Introducing RSPB Fundraising Direct
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
1 2 3 4 5 6 7 8 9 10 11 12
Agency: D2D
Agency: Private Site
Direct Mail: Cold
F2F in-house
Inserts
Internet
Telemarketing: Cold
Telemarketing: Warm
Cumulative attrition by channel
£
Agency: D2D Agency: PrivateSite
Direct Mail: Cold F2F in-house Inserts Internet Telemarketing:Cold
Telemarketing:Warm
Average annual commitment by channel
Agency: D2D
ColdTelemarketing
WarmTelemarketing
%
Direct Mail: Cold Inserts InternetF2F in-houseAgency: PrivateSite
DD sign up by channel
%
Gift Aid sign up by channel
Agency: D2DCold
TelemarketingWarm
TelemarketingDirect Mail: Cold Inserts InternetF2F in-houseAgency: PrivateSite
What next? – Lead Conversion
0
1000
2000
3000
4000
5000
6000
98/99 99/00 00/01 01/02 02/03 03/04 04/05 05/06 06/07 07/08 08/09 09/10 10/11
Lead Conversion TM
Lead Conversion DM
What have we learned?
• Keep yours eyes open• Nothing stays the same for long
• Plan for change• Know your metrics
• Invest in analysis• Spread the risk, but do take risks
Questions?
all images www.rspb-images.com
top related