how to grow your monthly donor program beyond the first year
TRANSCRIPT
How to grow your monthly donor program beyond the first year
Erica Waasdorp Katie Valvo
Erica Waasdorp
• Philanthropoholic
• President A Direct Solution
• Raised $$$$ with monthly giving
• Wrote the book
• Monthly donor
• Associate Director, Monthly Giving
• Acquisition Background
• Face-to-Face Fundraising
• Fanatic Monthly Donor/Subscriber
Katie Valvo
Growing your Program to
GREATER
Give Thanks and Involve
Retain and Reactivate
Elevate (upgrade)
Acquire
Test
EFT
Reporting
Growing your Program to
GREATER
Give Thanks and Involve
Preferred Recognition by Donors
Source: Penelope Burk Donor Survey
Welcome- Offline
Welcome - Offline
Welcome - Online
Conservation Champion Branded Thank you/Welcome Video – Auto Responder
http://www.nature.org/membership-giving/donation/monthly-giving/conservation-champion-video.xml?src=e.auto_d&lu=4344283
Welcome – Online Video
Branded Appeals
Most Successful Appeals @
Peak Times of Year
• Response aligned with balance of audience;
• Avg Gift significantly higher than those in similar MRC groups;
• Branded Offers
Recognize in Appeals
Monthly Donors Who Give
Additional Gifts When Asked
57%
Other ways to recognize
Thank you calls
Version of donor appeal
Version of email
Annual report and events
Newsletter
Testimonials
Keep Communicating!
Growing your program to
GREATER
Retain and Reactivate
“Retention is the new acquisition.
Customer service is the new
marketing”
- Joe Connelly
III. Retain and Reactivate
NO End Date EVER!
January 27, 2015
Improve Donor Service
Prevent Lapsing
Before card expires
Telephone
Letter
As soon as possible!
Account updater/recycling
Source: Vantiv
Recovery (Acct updater/Recycling)
Pick Up the Phone!
Survey
Prevent lapsers
Coverage Ratio
New + Reactivated
________________ > 1
Lapsed
Growing your Program to
GREATER
Elevate (upgrade)
Current average gifts
Sample Upgrade Ask
IF Monthly Gift > =6
INCREASE1 = 2
INCREASE2 = 5
INCREASE3 = 7
Most successful
Upgrade During Conversion
Again, thank you so much! As you know, rapid development is one of the biggest threats to wildlife habitat and our forests, rivers and coasts. In fact, here in the U.S. we are losing 1.5 million acres of land to development EACH YEAR! That’s why we’re on-the-ground in places where development is the #1 danger, like the Sierra Nevadas where we’re working to protect 188,000 priority acres. Would you be willing to add $_______to your gift today to help fund these and other programs?
Upgrade Results
Descr. # of appeals Pledge Resp. rate
Avg. monthly upgrade
Annual gross new
DM 10,000 3.86% $8.00 $7,526
TM 2,176 24.03% $5.08 $10,471
Growing your Program to
GREATER
Acquire
Acquisition 1. Expand existing program
2. Add additional program
Monthly Giving Front and Center
Make it easy
First option
Add additional media
Challenge and urgency
Testimonials
On Home Page
Online
One Page
Last Chance Light Box
Easy to Find
First Option
Challenge, Goal and Deadline
Another Type of Challenge
Use email
Welcome Email
Mobile
Google Adwords
Branded Web Ads
Crowd Funding & Social Sites
Don’t Give Up Control
Direct Mail
Welcome Pack and Thank Yous
Example Welcome Message
Thank you so much for your gift of xx$mrgxx to [name of
organization]!
[Focus on why the gift is important for you and the impact
it’s making on the people/animals/mission you serve].
That’s why I’d like to invite you to join a privileged group
of special supporters, called [name of program].
[Focus on benefits and ease of program for donor]
Initial Gift and Response Relate
Description
One Time
Response
rate Average gift
Monthly
Response
rate Average gift
New $5-$14.99 4.6% $ 10.77 1.4% $ 8.38
New $15-$24.99 4.5% $ 16.60 1.6% $ 10.42
New $25+ 4.4% $ 24.49 2.0% $ 13.31
Front and Center on Reply
Telemarketing
Target by Payment Type
Descr. # of calls
# MGs Resp. rate
Avg. gift Annual gross
% on CC
Previous CC gift
2,530 354 13.99% $8.56 $36,362 18.4%
NO previous CC gift
24,834 2,234 9.00% $8.23 $220,629 6.49%
Face-to-Face Fundraising
Program Objectives:
Reach a larger/diverse audience
• 61K Donors Acquired to-date
• 37 - Avg age of canvass acquired donors
Generate more monthly donors
• 22K Monthly Donors Acquired to-date
Creative
Welcome
Add
Additional
Program
Results TM Cross Sell
Segment # of calls % resp. Avg monthly gift
Annualized
Existing EFT MGs
2,233 22.39% $7.27 $3,635
Existing CC MGs
736 20.79% $7.63 $1,167
Non MGs 6,476 7.86% $6.74 $8,232
Growing your Program to
GREATER
Test
Appeal
Premium
Ask Amount (Telemarketing)
Segment # of calls % resp. Avg monthly gift
Annualized
Control ask ($7)
2,704 10.58% $7.60 $2,175
Test ask ($10)
2,748 7.82% $9.99 $2,148
Growing your Program to
GREATER
EFT
Offer EFT Online
Add Form on Web
Add Option on Reply
Convert Pledge Reminders
Growing your Program to
GREATER
Reporting
ROI
2/24/2015 74
Look for Opportunity!
Calculate Long Term Revenue
Join
Year
Monthly
Type
Number
joined
Total Gifts
Per Monthly
donor
Total Monthly
Gifts Per
Monthly donor
2005 Bank 1,084 $936 $772
2005 Credit Card 757 $628 $449
Monthly Donors Source
# of monthly donors acquired
Average gift Average Yearly Gift
First year Cume
Totals 170 $10 $120 $20,400
Annualize Results
Calculate Coverage Ratio
New + Reactivated
________________ > 1
Lapsed
"Go the extra mile. It's never crowded."
~ Author Unknown
Thank you!
Erica Waasdorp
508 428 4753
facebook.com/ewaasdorp
@ericawaasdorp
Erica Waasdorp
President, A Direct Solution
www.adirectsolution.com
Thank you!
Katie Valvo
703.946.5451
Associate Director, Monthly Giving
Nature.org/champions
Katie Valvo
Bonus: A Monthly Giving Video
https://www.youtube.com/results?search_query=saturday+night+live+cents