saying "thanks!" instead of asking "please?"
DESCRIPTION
Presented by Jann Schultz, AVP Donor Services, Operation Smile and Stacey Baxter, USA Retention and Engagement Director, Compassion International, July 2013. Two organizations with very different acquisition strategies review the results of their welcome and acknowledgement programs, sharing how thanking donors on a regular basis and expressing gratitude without an ask for a gift is an important piece of the donor relationship puzzle.TRANSCRIPT
Saying ‘Thanks’ Instead of Asking ‘Please?’
CASE STUDIES FROM:COMPASSION INTERNATIONALOPERATION SMILE
Introductions
Tim Beloyed – SFI Non Profit
Stacey Baxter, Compassion InternationalJann Schultz, Operation Smile
Primary Offer: Sponsor Child $38/Month15o,000 New sponsors acquired each year 70% Live Events/Speakers/Advocates 20% Internet 10% Other (Direct Mail, Radio, Partnerships)
Compassion International
~90,000 new donors acquired in 2012 19% DRTV 21% Online 40% Direct Mail 12% Telefundraising 8% Other
Primary Offer: Single Gift @ $240 Secondary Offer: Monthly @ $18 or $20
Onboarding New Donors
Welcome strategy driven by channelGoal: Second Gift Conversion
DRTV DonorsDirect Mail & TelefundraisingOnline
2011 TEST: Addition of an “evergreen” newletter
DRTV Thank You Kit (English)
Modified Welcome Kit
57% Open Rate23% Click Through Rate
88% - 90% Response Rate on Child CommitmentsAnother 5% additional gift response
Add UCF Insert
Operation Smile Acknowledgement Series
Specific to each appeal or campaign
Each appeal/campaign has it’s own, unique acknowledgement copy
All acknowledgements have a soft ask in the P.S. on the letter
In addition – we have a generic TY Series that follows a second gift given to the same appeal
Thank YouExample
Thank You Series Example Reporting
Spring 2012 Appeal
Results from the initial Acknowledgment and the three generic responses.
Christmas Presents!
Annual Thanksgiving Gratitude “Voice Blast”
Delivered by member of Exec Team
Bill Kliewer, CEO (English)Dr. Ruben Ayala, SVP International Programs(Spanish)
AUDIO ENGLISHAUDIO SPANISH
Other ways to say thank you…
Show how donations make a difference
Handwritten notes cards with before/after photo and storyCampaign reports with updatesInclude a letter from a grateful parent (in our appeal acknowledgement)
Major Gifts• Acknowledgement signed by Co-founders• $10K+ - Personal Thank You Calls
• Major Gift Officer• Co-founder
• Handwritten note from Co-founder
Donor Care Program-Mid-Level Gifts• Acknowledgement• General File - $1000+ - Personal Thank You Call• DC Program - Gifts of any size receive personal
TY Call• Handwritten note from Donor Care Associate
General Donors-Direct Response• Acknowledgement • <$99 – Thank You VM • >$100 – Personal Thank You Call
• If unable to reach by phone – e-mail or handwritten note from Donor Relations Specialist or Volunteer
Thank You Strategy
Say the two words “thank you” often.
But also show it. You can never do that too much.
Seize opportunities!A recent independent study reveals that child sponsorship really works!
44% open rate; 13% click through rate
gratitude to donors without an ask:
Visuals for Operation Smile answer go here
TOP TAKEAWAYS?
Thank You!Saying ‘Thanks’ Instead of Asking ‘Please?’
Tim Beloyed – Senior Director Client Services at SFI NonProfit
#651.233.5011 or [email protected]
Stacey Baxter– USA Retention & Engagement Director at Compassion International
#719.272.4660 or [email protected]
Jann Schultz– Associate VP, Donor Services at Operation Smile
#757.321.7645 or [email protected]