Paul Hebblethwaite and Kim JobeAPRIL 21 & 22, 2016

TOUCHED BY AN ANGELARE WE SITTING ON A GOLD MINE?

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What we’ll be talking about todayBackground of Angel TreeChallengesWhat we’ve done so farWho is the Angel Tree donor?PotentialFeedback

Why It Matters

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Background of Angel TreeA program of The Salvation Army since 1979A shared trademark with Prison FellowshipHighly visible programStrong media and corporate partnershipsOpportunities for donors and volunteers

Angel Tree….. by the numbers

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Angel Tree Value$53,000,000 in Angel Tree giving in 2014DOUBLE holiday internet revenueEstimated 1,000,000 Angel Tree donorsAverage “In-Kind” gift of $50-$75

Challenges

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Historic challenges1. Engagement & Cultivation

A. AcknowledgementB. Retention

2. Variance in name, sponsorship, rules3. Data Collection4. On Line Integration

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Engagement & CultivationAngel Tree Donors are rarely thanked for their generous giftAngel Tree Donors rarely receive feedback as to the impact of their giftAngel Tree Donors are rarely cultivated to participate in future Angel Tree campaignsAngel Tree Donors are not engaged with to build a relationship for future monetary giving

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Variance in name, sponsorship

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Variance in name, sponsorshipSponsor to Child model• Traditional approach that pairs a sponsor with a specific child in

the community.

Forgotten Angels• For logistic reasons, specific children are replaced by

“representative” children on tags.

Toy Shops• Similar to Toys for Tots, toys are collected and distributed by age

and gender. Specific link between sponsor and child does not exist.

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Data CollectionRarely is the donor’s name, mail and/or email addresses collectedNo standard format of tags to accommodate that informationLimited resources to process this information when providedEntering donor information into various databases for future communication

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On line integrationRecruitmentProvide Donors with a way to print an Angel Tree tag online or make a financial gift.AcknowledgementFuture engagement

What have we done so far?

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Initial StrategiesCreated a customizable tag that includes an area to capture donor info Created a system that a Division/Corps can upload their Angel Tree recipients for on demand printing This system also allows donors to give a “virtual” Angel Tree gift Created a communication plan focusing on children’s programs Multi Channel plan including acknowledgment, feedback, engagement and cultivation

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Do donors want to know more?More than half of Angel Tree donors return their tags with contact information!

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Engagement & Cultivation planJanuary – Thank you/AcknowledgementFebruary – Newsletter highlighting Angel Tree programApril – Camp AppealJune – Summer FeedingAugust – Back to SchoolOctober – Reminder/Recruitment

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What we’ve learnedOn line communication with the group works better than off line• Open rates in the 35-40% range• Minimal unsubscribes

• Feeding hungry children was a successful offer• 0.4% response rate and $50 avg. gift

• Video in acknowledgment engages donors• 80% average engagement – meaning donors on average watched

80% of the video• 68% of donors who loaded the video played it

Who is the Angel Tree Donor

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Angel Tree Donors are Younger

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Angel Tree Donors are Affluent

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Over Half of Angel Tree Donors Do Not Have Children

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Angel Tree Donors are Mostly Female

71%of

Participants

29%of

Participants

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Angel Tree Participants are Not Current Donors

What’s the potential?

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Value to The Salvation ArmyImmediate net revenue impact from increased retention and recruitment of Angel Tree donors. Enhanced planning based on knowledge of Angel Tree donor audience.Long term cultivation of multi-channel donor. 266,000 potential Angel Tree donors recorded each year nationally for future cultivation.

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Online Engagement OpportunitySignificant opportunity for online engagementEstimated volume of search in December:• 861,721 for Angel Tree• 335,210 for Red Kettle

710,840

861,720

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Use of Richard’s Group assets

Feedback

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