Figuring It Out: Who is Supporting TSA Now & Who Will Support It In The Future
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Transcript of Figuring It Out: Who is Supporting TSA Now & Who Will Support It In The Future
Shawn Reed & Jason Wood APRIL 2016
FIGURING IT OUT: WHO IS SUPPORTING NOW &
WHO WILL SUPPORT IT IN THE FUTURE?
True Sense
TrueSense® Marketing I PAGE 4
Epidemic: flat revenue; fewer donors
Source: Target Analytics, 2015
True Sense
TrueSense® Marketing I PAGE 5
Acquisition is the drag on the system
Source: Target Analytics, 2015
True Sense
TrueSense® Marketing I PAGE 7
How old are these people?
3% 4% 9%
19%
64%
7% 8%
13%
20%
50%
0%
10%
20%
30%
40%
50%
60%
70%
Under 35 35-44 45-54 55-64 65+
Percent of Donors by Age Group
The Salvation Army Target Analytics Co-op
True Sense
TrueSense® Marketing I PAGE 9
Angel Tree Participants are Younger
1% 3% 4%
9%
19%
25%
39%
6%
20% 23%
21%
18%
9%
2% 0%
5%
10%
15%
20%
25%
30%
35%
40%
18-24 Years 25-34 Years 35-44 years 45-54 Years 55-64 Years 65-74 Years 75+ Years
Percent by Age Group
%Salvation Army Donors %Angel Tree Participants
9
True Sense
TrueSense® Marketing I PAGE 10
How much money do they make?
74%
26%
74%
26%
0%
10%
20%
30%
40%
50%
60%
70%
80%
< $100,000 $100,000+
Percent of Donors by Income Group
The Salvation Army Target Analytics Co-op
True Sense
TrueSense® Marketing I PAGE 11
How do they worship?
31%
57%
3% 5% 4%
27%
60%
3% 5% 5% 0%
10%
20%
30%
40%
50%
60%
70%
Catholic Protestant Jewish Other Unknown
Percent of Donors by Religious Affiliation
The Salvation Army Target Analytics Co-op
True Sense
TrueSense® Marketing I PAGE 12
How do we acquire them?
142,018
17,755 16,647 2,587
-
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
Direct Mail Internet White Mail Other
New Donors by Origin FY2015
True Sense
TrueSense® Marketing I PAGE 14
Who else do they like?
31%
34%
10%
14%
6% 6%
34%
15% 17%
12% 14%
9%
0%
5%
10%
15%
20%
25%
30%
35%
40%
The Salvation Army
American Red Cross Other United Way Food Bank Rescue Mission
Favorite Organization that Serves People in Need in my Community
Age 35 - 59 Age 60+
True Sense
TrueSense® Marketing I PAGE 17
Where else are they giving?
63% 61%
40%
54%
65%
43%
0%
10%
20%
30%
40%
50%
60%
70%
American Red Cross The Salvation Army United Way
I Have Donated Money to this Organization
Age 35 - 59 Age 60+
True Sense
TrueSense® Marketing I PAGE 19
Average Gift by Territory
$0
$10
$20
$30
$40
$50
$60
$70
$80
$90
2011 2012 2013 2014 2015
Average Gift by Territory
Central Eastern Southern Western
True Sense
TrueSense® Marketing I PAGE 20
Gift Frequency by Territory
1.65
1.70
1.75
1.80
1.85
1.90
1.95
2.00
2.05
2.10
2.15
2011 2012 2013 2014 2015
Gift Frequency by Territory
Central Eastern Southern Western
True Sense
TrueSense® Marketing I PAGE 21
Average Gift by Urban vs. Rural
$58
$60
$62
$64
$66
$68
$70
$72
$74
$76
2011 2012 2013 2014 2015
Average Gift by Urban vs. Rural
Urban Rural
True Sense
TrueSense® Marketing I PAGE 22
Gift Frequency by Urban vs. Rural
1.80
1.85
1.90
1.95
2.00
2.05
2011 2012 2013 2014 2015
Gift Frequency by Urban vs. Rural
Urban Rural
True Sense
TrueSense® Marketing I PAGE 24
The Salvation Army Digital Donor Their online behavior does not differ much from other non profit digital donors Their attention span is just as shortened as the rest of us………
True Sense
TrueSense® Marketing I PAGE 27
Facebook Gender – Fans vs. Donors
Donor Facebook Profile Fan Facebook Profile
True Sense
TrueSense® Marketing I PAGE 29
What are personas? Legal & logical profiling An organized grouping of your donor file Designed to represent 95% of everyone Intended to create understanding Can help inform strategy
The Maximizer • In her 60s or older. • Conscious about program costs,
overhead, and efficiency. • Wants her money to stay local.
“The Salvation Army is locally operated, effective, and engages the communities in its work.”
True Sense
TrueSense® Marketing I PAGE 31
The Reciprocator • Once needed help from a charity
himself or knows someone who did. • Remembers the help his parents
or grandparents received from The Salvation Army.
• Gives to “pay forward” and pass blessings onto others.
“My father was in World War I and always told me how good The Salvation Army was to the military.”
True Sense
TrueSense® Marketing I PAGE 32
The Problem Solver • In her 50s and younger. • Prefers the immediacy of communicating
via email and social media. • Recognizes the implications of poverty
and wants her gift put to work right away.
“The children are our future, and they need safe places to go and a chance to make it in this world.”
True Sense
TrueSense® Marketing I PAGE 33
The Traditionalist • Places faith in the history and
efficacy of The Salvation Army. • Trusts that donations will be used
to meet basic needs. • Believes that The Salvation Army
has a tradition of Doing the Most Good.
“They have a history of helping the needy and offer care, love, and hope for the future.”
True Sense
TrueSense® Marketing I PAGE 34
The Justice Seeker • Driven to create a fairer world based on
seeing struggling people. • Believes it is unjust for people to be needy
in a wealthy society. • Gives to end moral wrongs and, literally,
make the world a better place.
“I see it every day: hungry children who only have one meal a day at school, no meals on weekends, and struggle to eat all summer.”
True Sense
TrueSense® Marketing I PAGE 35
The Faithful • Strongly motivated by her religious faith
and the message of Matthew 25:40. • Believes that faith obliges her to help
the poor. • Gives to fulfill a religious obligation,
as well as to make a difference.
“The Salvation Army gives a Christian message, along with meeting the physical needs of people.”
True Sense
TrueSense® Marketing I PAGE 36
The Facebook Donor • Slightly more females than males. • Include active grandparents,
retirees, and homeowners with school-aged children.
• Food, drink, and clothing are among top self-reported purchases.
True Sense
TrueSense® Marketing I PAGE 38
Don’t do these things: Talk TO donors • But talk WITH donors
Forget to dance with the one who brought you • You’ve known them for a long time …
Hide your impact • Rather, celebrate it
True Sense
TrueSense® Marketing I PAGE 39
Do these things: Communicate consistently, specifically • MARCOM plan that involves key offers
Engage appropriately, kindly • Know your audience; say please and thank you
Think ahead, proactively