rnib

Maximising the value of

your existing database

Steve Greenberg

Head of Individual Giving

RNIB / Action for Blind People

1

Today's talk

• Insight gathering

• Developing the strategy

• Implementing the Strategy

• How we raised an extra £1M a year!

2

Today's Talk

Insight Gathering

Developing the Strategy

Implementing the Strategy

3

Insight gathering

4

Insight gathering

• Before you even start dedicate time and resource to it!

• Situational analysis - address or recognise limitations

• Data integrity

• Database to handle CRM

• Insight on data held

• Data segmentations on different products

• Product ownership and silos

• Identify and log key cross cutting issues

• Set broad objectives

5

Insight gathering

• Stakeholder mapping

• Engagement and understanding

• Identify key stakeholders

• Advocates

• Keep communicating (if informally)

• Start small tests of different asks to different donors to

build evidence base

6

Develop the strategy

7

Develop the strategy

8

"Always be a first-rate version of yourself,

instead of a second-rate version of somebody

else."

Judy Garland

Develop the strategy

• Use the insight!

• Supporter centric

• Recognise a product hierarchy

• Map optimum supporter journeys for existing donors

and new

• Address contact restrictions and blocks

• Optimise channel management

• Supporter experience

• Investment choices

• Agree KPIs, measurement and reporting

9

Develop the strategy

• Make it easy to digest (5 step plan)

• Plot SMART objectives

10

Develop the strategy

11

Develop the strategy

• Communication

• Cross team working and gain buy in

• Are individuals/ teams aims, objectives and roles

clear

• Regular communication

• Regular updates

• Use evidence base

12

Develop the strategy

13

"Don't find fault, find a remedy"

Henry Ford

Implement the strategy

14

Implement the strategy

• Value based, supporter centric approach

• Use of resource and budget

• Clear supporter journeys

• Getting your selections right and done at the right

time

• Monitoring the KPIs

• Budget ownership

• Resource alignment / long term structure

• Maintain regular communication

15

Implement the strategy

• Embed into business as usual

• Refresh the strategy

• Start to reframe things given how far you have got

• Refresh objectives

• Look longer term

• Explore new opportunities

• Celebrate the successes

16

RNIB Raffle to Committed Gift Initiative

17

RNIB Raffle to Committed Gift Initiative

• A Great Opportunity - there were 1.7m Raffle players on

the database, 1.5m had never been asked for any other

donations.

• Buying this much data would cost us up to £900k and data

on our database is free!

• Direct Debit gifts are worth more to RNIB than Raffle

donations or cash - they are a reliable, continuous

income source.

• The opportunity to cross-sell was there, but how would

it work?

18

What we did

• We needed internal buy in so the business case was

written using the evidence base we had gathered using a

test campaign.

• Predictive model developed to identify the best prospects

from the 1.5m donors.

• Raffle donors respond well to phone calls, so we decided to

call them to ask for a Direct Debit gift.

• We enlisted 3 telemarketing agencies to work on the

campaign so that we could benchmark campaign

performance, attrition levels and supporter feedback.

19

What we did

• The raffle team at this time were in a separate department

to the Committed Giving team so a lot of cross

communication was need

• We were careful to plan the calls around the raffle

programme, so that donors were not called too often.

• We thanked these raffle players for their support, talked

to them about a range of RNIB's services and asked for a

Direct Debit gift.

20

The results

• We've called 500,000 raffle players in 3 years

• 20,000 new Direct Debits to RNIB so far.

• Attrition has been really low - around 12% compared to

50%+ for other Direct Debit donors

• Continuing to bank for the raffle

• Other cross sell opportunities for example Weekly

Lottery

• The IoF were so impressed especially with our Insight

work on this, we won an award!

21

The results (cont.)

22

In Summary

Get the insight right

Be supporter centric

Set SMART objectives

Bring key stakeholders with you

23

What we did

24

"The golden age is before us, not behind us."

William Shakespeare

Thank You

Contact Details:

Steven Greenberg

RNIB

Head of Individual Giving

Steven.Greenberg@rnib.org.uk

020 7391 2225

25