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Building A Channel Diverse Regular Giving Fundraising Program
| Date post: | 12-Apr-2017 |
| Category: |
Government & Nonprofit |
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Building A Channel Diverse Regular Giving Fundraising Program
Building A Channel Diverse Regular Giving Fundraising Program
• The importance of developing a robust regular giving program
• Understanding the various channels available for your regular giving program
• How to reach your donors effectively through the various channels and methodologies
Long-term Objectives
Commitment
Strategy Staff
Budget
Infrastructure
RG as an InvestmentActivity Return over 10 years
Equities (shares) 6.3%
Cash (savings, term deposits) 4.6%
Property - residential 8.4%
Gold 8.4%
Struggling F2F Program 10.8%
High performing F2F Program 15%+
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
2005 2006 2007 2008 2009 2010 2011 2012
Cash Regular GiftPFBM10_Analysis_ALL_v2.xlsm
CCIA was vulnerable – smaller, with a newer program, the reduction in acquisition…
$0.0
$0.5
$1.0
$1.5
$2.0
$2.5
$3.0
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Mill
ions
Cash Regular GiftPFBM10CCIA_IncomeSummary_v4.xlsm
Invested in
acquisition & RG
Reduced investment in
acqInveste
d in
acquisition
…. Had a much more profound impact on the bottom line. An older program would be more resilient to a couple of years reduced acquisition
Proposition Promotion
Passive recruitment
Active recruitment
Retaining Growing
$
8
REGULAR GIVING
2015: Pareto Fundraising Benchmarking
BEQUEST CASHMAJOR
DONORS
20%46% 7%28%
$125,157,040
Regular Giving Income - by channel of solicitation
$0
$10 M
$20 M
$30 M
$40 M20
0520
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Inco
me
Direct Mail Face to Face Media Online Other Phone
2015: Pareto Fundraising Benchmarking
New RG Recruits - by channel of solicitation
0
10 K
20 K
30 K
40 K
50 K20
0620
0620
0620
0620
0620
06
2007
2007
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Recr
uits
Direct Mail Face to Face Media Online Other Phone
2015: Pareto Fundraising Benchmarking
New RG Recruits - by channel of solicitation
0
100 K
200 K
300 K20
0620
0620
0620
0620
0620
06
2007
2007
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Recr
uits
Direct Mail Face to Face Media Online Other Phone
2015: Pareto Fundraising Benchmarking
5 Year RG Ratio - by channel (2007-2009 recruits)
12.2
11.6
11.1
10.5
10
12
10.7
9.4
8.9
8.5
11.5
10.4
9.1
8.4
7.8
11.2
9.8
8.7
7.7
7.1
11.2
9.8
8.6
7.6
6.9
11.2
9.5
8.1
7.8
7
10
7.4
5.8
5.1
4.9
8.4
5.34
3.42.9
0
10
20
30
40
50 Pr
ess I
nser
ts
Una
ddre
ssed
Dire
ct M
ail
TV
Phon
e
Onl
ine
Oth
er
Face
to F
ace
Year 1 Ratio Year 2 Ratio Year 3 Ratio Year 4 Ratio Year 5 Ratio
2015: Pareto Fundraising Benchmarking
Who are these regular givers?
F2F Two Step Converted
Cash Converts All Others
Who are these regular givers?
75% recruited via Door-to-
Door
Two Step Converted
Cash Converts All Others
Who are these regular givers?
F2F10% - 15% of the volume of F2F available
Cash Converts All Others
Who are these regular givers?
F2F Two Step Converted
10% target of active multi over 3 years
All Others
Who are these regular givers?
F2F Two Step Converted
Cash Converts
Small volume
Two Distinct Groups
1 2 3 4 5
6
Regular Giving Donors - by age
0
1 K
2 K
3 K25 50 75 10
0
2015: Pareto Fundraising Benchmarking
Cash & Regular Giving Donors - by age
0
1 K
2 K
3 K
4 K
25 50 75 100
Cash Regular Gift
2015: Pareto Fundraising Benchmarking
Classic Mail responsiveLess likely to moveLikely to give additional gifts via DM or TMMore likely to leave a bequestAttrition: 5% - 50% in Yr 1
Newbies Phone responsiveHighly mobileTech savvyWill upgrade but less likely to make additional gifts in traditional waysAttrition: 30% - 58% in Yr 1
Non-Face-to-Face Average Gift: $23 Average Gift Range: $15 to $35Year 1 Attrition: 29%Year 1 Attrition Range: 10% to 45%Year 2 Attrition: 16%Year 3 Attrition: 10%
Face-to-Face Average gift: $25 Average Gift Range: $15 to $30Year 1 Attrition: 44%Year 1 Attrition Range: 30% to 55%Year 2 Attrition: 18%Year 3 Attrition: 9%
Cash Converts Average gift: $13Average Gift Range: $10 - 20Year 1 Attrition: 17%Year 1 Attrition Range: 5% - 34%Year 2 Attrition: 10%Year 3 Attrition: 8%
Phone / Lead Conversion Average gift: $ $23Average Gift Range: $13 - $30Year 1 Attrition: 40%Year 1 Attrition Range: 15% - 55%Year 2 Attrition: 18%Year 3 Attrition: 10%
Proposition Promotion
Passive recruitment
Active recruitment
Retaining Growing
Proposition
Its not a name
Donors care for the mission
San Francisco Zoo’s Meat & Potatoes Monthly Giving
Program
“You can help us pay our monthly grocery bill. Each month, it costs us nearly $22,000 to feed all the animals in the Zoo.”
Critical factors
• Simple, single minded, unique• Can you back it up, year on year?
– Feeding back the impact the donor is having• Being realistic about the price point
Proposition Promotion
Passive recruitment
Active recruitment
Retaining Growing
Promotion
Your website
Donor care
Stories
Proposition Promotion
Passive recruitment
Active recruitment
Retaining Growing
Passive Recruitment
Website Appeal option
Appeal tick box
Survey ?
Proposition Promotion
Passive recruitment
Active recruitment
Retaining Growing
Face to Face Digital
Phone Direct Mail
Everything else
Face-to-Face
Face-to-Face• 75% via Door to Door• 25+ charities doing it• Another 10+ wanting to do it
Fragmented market• Agencies motivation is market share• Length of relationship between supplier and charity
not as long as they were in Aus & UK markets
Face-to-Face
Team leaders are critical• They will move agency for best deal• High demand for them• Some start their own businesses
Canvassers are critical• Several 100 conversations a day• 1-2 sign ups a day(here might be as high as 5)• Daily average is the critical measure by
fundraiser/team/business
Face to FaceConsistency in your message is crucial• Chopping and changing disrupts and may also affect the ability to sell• Integrity is critical but F2F is such a simple interaction it needs a
simple message (like the phone)• Fundraisers discover what sells and use it – learn from them don’t
fight it
Training & support program designed to• Build confidence of fundraisers – help them know their truth• Help maintain average sign ups per day• Create a positive environment• Keep the canvassers, keep them motivated
Face to FaceAttracting & Retaining Suppliers• Show you have resources, budget and systems• Develop a training system
• Multiple sessions• Offer other opportunities to engage like tours• How about quiz comps to win prizes?
Invest in fundraiser collateral• Clothing• Training materials• Gifts• Thank yous – CEO calls, drinks shouts
Phone
• Training & support program
Find the right supplier for you
• 8%+ response rates
Best response for conversion of warm & leads
• Purchased leads / own generated leads• Data volume with rolling program best ROI
Online lead conversion
Digital
• Learn from warm & two step
Straight to donation
• Integrating with phone
• Proposition critical
Two step• Targeting & Testing• Its not a young
audience responding
Media
• Get advice
Landing environment
Direct Mail
Strong response for warm
conversion3%+ response
rate
Low attrition
Will continue to give cash
Acquisition opportunity
?
Thank you pack conversion
1% - 3% response rates
Low attrition
Mop up for phone
Everything elseTV• Creative / Proposition• Media targeting critical
• Low engagement watching• Contextual placement• Response conversion
• Online / In bound phone
Inserts• Great ROI• Media critical
Channels that drive online• Outdoor• Press
Proposition Promotion
Passive recruitment
Active recruitment
Retaining Growing
Retaining: On Boarding
Reintroduce ourselves
Reinforce our unique benefit
Reinforce the unique value of supporting us
Introduce more beneficiaries
Introduce more of what the donors
cares about
Reinforce our values
Promote ‘membership’ of our community
Use multiple channels
Say thank you, again and again
Priority - Phase 1 Priority - Phase 1 Priority - Phase 1 Priority - Phase 1 Priority - Phase 1 Priority - Phase 1MANDATORY MANDATORY MANDATORY MANDATORY MANDATORY MANDATORY
Stage SIGNUP WELCOME JOURNEY
Communication title Thank you and welcome email Supporter Details Leadership Thank You Mission moment Get involved Introductory eNews
Communication # Timeframe 0 Day 3 Day 5 Week 3 Week 6 Week 13Channel/s Email Email Email (video) Email (picture/video) Email
Overview Instant recognition of action taken and welcome
Delivering high quality supporter service and care
Personal and heartfelt thank you from leadership
Child voice focused story to generate emotional reward
Cross-promote other actions to take in support of mission
Transition to ongoing supporter communications
Donor response objective
Real-time acknowledgement of action takenValidation of successful transaction and sign-upExperience emotional reward for action taken
Positive supporter service experienceEstablish relationship and trustOvercome remorse and cognitive dissonance
Shared values, beliefs and mission to make a differenceRecreate original emotional connectionReinforce donation impact
Reinforce donation impact via focus on a single childDemonstrate effectivenessBuild donor-beneficiary connectionReinforce organisational trust
Increase understanding of organisation and activitiesInspire to take additional steps to support
Understand the ongoing communications and how they'll be kept updated and informed
Organisational objective
Easy, seamless and engaging sign-up experienceCreate great first impressionStart relationshipReinforce product name and proposition
Friendly and and efficient supporter servicesIntroduce main contact and offer proxy contactsOpen-up two way communications
Drive self-identity belief through product and brand positioningBuild relationship through shared values and missionEstablish 'voice' of organisation
Reinforce product and key beneficiary group/sDemonstrate donation 'at work'
Deepen relationshipIncrease # supporters engaged in multiple actions
Set clear expectations for supportersIncrease eNews open rates and engagement
How should Donor feel? Acknowledged, Excited, Enthusiastic Valued, Respected Affinity, Appreciated, Proud, Gratified of self worth Powerful, Uplifted, Inspired to do more Informed, Appreciated
Prominent Value(s) expressed Passion, Optimism Respect, Responsibility Trust, Determination Achievement Effective Impactful; Expert; Appreciative
Case Study / Story N/A Video reel showcase of 'children in crisis' being helped Case study - TBC N/A
Signatory Supporter Services Supporter Services CEO CEO Supporter Services Supporter Services
Retaining: On Going Communications
• There is no evidence that sending anything to low value (Sub $10 per month) regular givers is worthwhile• Test it
• Try to upgrade (test)• Tax Receipt Donor Care
• Low Value – sub $10 • Mid to High Value•Something every month•Multi channel•Planned story – that’s about the donor NOT you•Includes other support and interaction opportunities:
•Upgrade•Cash•Survey / feedback / comment•Advocacy
•Tax Receipt Donor Care
How many touchpoints?
What channels do you have?
•Telephone•Email•SMS•Direct Mail
What is relevant?
• Updates / feedback• Survey• Value add • Product give aways• Event invitations (relevant)• Cross-sell
The best are up around 20
touchpoints in a year
• 1 email a month minimum• Remember very few will be able to receive all• Remember very few will actually consume all• You can test
Developing Content
Have a content strategy
• What motivates donors within the product / proposition?• When are your key need and impact times?• When will you have impactful, relevant and timely content?• When are your make or break timings?
Ensure each communication delivers on the needs the strategy calls for
• (Re)Presenting the need• Showing urgency• Showing tangibility – impact / needs• Being authentic• Asking e.g. upgrades, engagement/participation• Thanking• Personalisation
Measurement & Monitoring
Critical measures• Attrition by month• Non-starter rates
– Online leads ~10%– F2F ~15%– Low for other channels
• Breakeven / Long-term ROI
Proposition Promotion
Passive recruitment
Active recruitment
Retaining Growing
GrowingUpgrade
Reactivation
Cross Sell
RG Upgrade Rate - by recruitment channel and year
0%
10%
20%
30%
2008
2009
2010
2011
2012
2013
2014
Direct Mail Face to Face Online Phone
2015: Pareto Fundraising Benchmarking
GrowingUpgrade
• 4-6 months; then every 12• 2-8% non-starter rates
Reactivation
• Contact rates decline the older they are• Passive cancels reactivate better
Cross Sell
• F2F – advocacy, Peer-to-Peer, digi survey• Others – cash, advocacy, survey
Always thank for the Regular Gift
• Reinforce the proposition / impact the donor is having• Use the name if you have one
Recognise the RG relationships before suggesting more opportunities
Proposition Promotion
Passive recruitment
Active recruitment
Retaining Growing
