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Attrition Management & Stewardship Face-to-face Fundraising 2012 Institute of Fundraising Conference 4 th December 2012
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Attrition Management & Stewardship
Face-to-face Fundraising 2012 Institute of Fundraising Conference
4th December 2012
The Problem…
Fundraiser
Donor
Charity ? Donor
The Solution…?
OR
Our Four Pillars ‘Sweetening’ Your Acquisition Campaign …
• Inspiring & motivating donors • Retention plan
• Taking care of your donor’s money • Data management
• Donor performance • Management reporting
• Treating the donor differently • Testing & evaluating
No Acquisition Without… a Retention Plan
DARS Evidence – Minimising Attrition
• Increased freq. & customisation of comms
• Evidencing ongoing need (appeals)
• Capture & build upon donor motivations
• Upgrade around 7-11 months for best longer-term performance, even if donor does not upgrade
Do…
DARS Evidence – Driving Down Retention
• Allow donor to choose frequency & channel of communications
– Send them all everything anyway!
• Leave donors un-contacted in case reminds them to cancel
• Send all comms using single channel
Don’t…
No Acquisition Without… Backroom Data Management
Donor Payment Health Check
58%
5% 2% 1%
2%
1%
1%
29%
1% Not yet started
Actively paying (no issues)
Reactivated (no issues)
Reactivated (not started)
Active - have paid, but more than 2 payments out Active - reported as unpaid
Active - missing any payment history Reactivated - payment issues
Cancelled
Reactivated - CANX
Data: Minimising Attrition
• Regular meetings with data team
• Sense-check data imports every month/quarter
• Reconciling payment files every month
• ‘Missed’ payments identified & cancelled quickly – reactivation calling maximised
• Income projections based on income banked!
Do…
Data: Driving Down Retention
• Fail to work with the data team & reconcile all donors
• Projecting future income on un-reconciled cancellations reported by database
• Blaming when banked income falls far short of levels projected
Don’t…
No Acquisition Without… Management Reporting
Reporting : Minimising Attrition
• Early KPIs from campaign will play a key part in attrition – Av gift, av. Age, DD start date lapse, full comms capture (email…)
• Treating your agency as a partner – regular meetings
• Monthly reporting of attrition based on month of 1st payment
• End of year planning looking at mix of F2F/D2D/PS
• Look at ROI of Yr 1 and lifetime value of prev. yrs on ongoing basis
Do…
Benchmarking Against DARS Average
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59
Att
riti
on
rat
e
Months
Campaign averages by year: street
Street 2006
Street 2007
Street 2008
Street 2009
Street 2010
Street 2011
Benchmarking Against DARS Average
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59
Att
riti
on
rat
e
Months
Campaign averages by year: door
Door 2006
Door 2007
Door 2008
Door 2009
Door 2010
Door 2011
Benchmarking Against DARS Average
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59
Att
riti
on
rat
e
Months
Campaign averages by year: private sites
Private sites 2008
Private sites 2009
Private sites 2010
Private sites 2011
Reporting: Driving Down Retention
• Driving agency to deliver to phasing at all costs
• View agency as supplier: minimum contact
• Reporting on attrition based only on cancellations
• Review theoretical ROI at yr end & move on to next year’s acquisition campaign
• Choice of channel based on personal preferences
• Not factoring in economic climate/changes in perf.
Don’t…
No Acquisition Without… Testing & Evaluating
Testing & Evaluating: Minimising Attrition
• Find out what’s worked: ask fundraising teams
• Payment-based communication with donors
• Enhancing donor communications based on attrition trends: Bespoke
– (…Mencap video)
• Spit test key variables on quarterly basis
Do…
Testing & Evaluation: Driving Down Retention
• Only review material at end of each campaign
• Communicate with donors on time-basis only
– Easter Appeal at Easter; Christmas Appeal at …
• Not pick up on data trends
Don’t…
What’s the Point in Doing All This?
Is it Cheaper to Just Acquire More Donors??
What’s the Point?
0%
10%
20%
30%
40%
50%
60%
70%
80%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
Att
riti
on
ra
te
Attrition rates by charity: door 2010 2 3 4 6 9 14 15 20 29 35 35(2) 35(3) 40 41 45 47 51 53 54 58 59 60 61 62 63 64
What’s the Point in Investing Time & Resource Into Attrition Management
& Stewardship?
Difference in Income of Actual 1,000 Donor Campaign Over 5 Years Between Best &
Worst Attrition?
£135,000 (50%)!
Our Donor’s Experience With Us
…to this, in practical terms?
How do we go from this…
Fundraiser
Donor
Charity Donor
Database Finance
Comms Digital
Donor Donor
Donor
Donor
Don’t Assume Anything!
Sign up & Test for Yourself - Are you Happy with the
Experience?
DARS: Get Involved!
• DARS 2012 Report Out in 2 Weeks
• User Panel presentation Thurs 13th Dec
– Presentation of report
– Feedback from Users to build DARS 2013
• Jan/Feb DARS 2013 launched
• Feb/Mar DARS 2013; submit your data
• Presentation @ PFRA AGM June 2013 (& IoF)
