donor acquisition is changing by rspb
DESCRIPTION
The Good Agency are running a series of free breakfast seminars. Donor Acquisition is Changing was the first in the series, and Jonny from RSPB very kindly came along to talk about how they recruit their donors.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