rnib
TRANSCRIPT
Maximising the value of
your existing database
Steve Greenberg
Head of Individual Giving
RNIB / Action for Blind People
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Today's talk
• Insight gathering
• Developing the strategy
• Implementing the Strategy
• How we raised an extra £1M a year!
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Today's Talk
Insight Gathering
Developing the Strategy
Implementing the Strategy
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Insight gathering
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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
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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
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Develop the strategy
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"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
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Develop the strategy
• Make it easy to digest (5 step plan)
• Plot SMART objectives
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Develop the strategy
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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
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Develop the strategy
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"Don't find fault, find a remedy"
Henry Ford
Implement the strategy
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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
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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
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RNIB Raffle to Committed Gift Initiative
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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?
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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.
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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.
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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!
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The results (cont.)
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In Summary
Get the insight right
Be supporter centric
Set SMART objectives
Bring key stakeholders with you
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What we did
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"The golden age is before us, not behind us."
William Shakespeare
Thank You
Contact Details:
Steven Greenberg
RNIB
Head of Individual Giving
020 7391 2225
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