implementing donor team fire
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TRANSCRIPT
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