Growing The Donor Base Early Engagement General Assembly November 13, 2012.
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Transcript of Growing The Donor Base Early Engagement General Assembly November 13, 2012.
Growing The Donor BaseEarly Engagement
General AssemblyNovember 13, 2012
2
Objectives
Goal to increase engagement which will: Improve retention Grow revenue
Plan based on: Welcome Kit test results (FY’11 and FY’12) Focus Group Research (Spring ’12)
3
Welcome Kit #1
Developed Welcome Kit for all new under $1,000 donors
4
Welcome Kit #2
The Welcome Kit was redesigned in mid-FY’11 to improve cultivation
5
Welcome Kit #2 Results
pledge pay-up rate (first four months)
average second gift (same fiscal year)
second year retention rate
donors giving second gift within a year
6
Additional Insight
Focus Groups were conducted in May ’12 among key donors segments: New One-time Lapsed Re-engaged
The goals were to understand how to: Improve donor engagement Drive donor retention
7
Findings re: Why Donors Lapse
Several clear themes emerged regarding why small donors lapse:
UJA only cares about large donors
They wanted to know where the money goes
Small donations aren’t appreciated
UJA is big and impersonal
Pressured to give
Solicitations are too frequent
Asks (amount) are overly aggressive
They are put ‘on the spot’(when solicited)
“I’m a small donor and I’m treated like one. So if I have money later, and I will, you can bet I’m not giving to UJA”
“No matter how much I give, it’s never enough”
8
Segment Findings
New Donors: Limited awareness of what UJA does Thought knowing what UJA does, would increase contribution and
involvement Ranked events and social activities highest in likelihood of increasing gift
Lapsed Donors: Did not consider themselves lapsed Had different expectation about donation frequency than UJA did
9
Segment Findings
One-Time Donors: Many reasons for giving (e.g., Disaster relief, honoree at event) Donor not necessarily giving because of relationship with UJA Cultivation required before solicitation
• Educate donor about where money goes• Build relationship• Engage donor
10
New Donor Communication Plan
The focus groups informed first-year communication plan:
Welcome Kit feedback positive. Used comments to ‘tweak’ kit• Exactly what they wanted to know
Thank donors and let them know how gifts are used• But they assumed it was ‘another solicitation’ and never opened it
Changed teaser copy to better communicate contents
Rebalance cultivation and solicitations• Increase number of cultivation mailings, reduce solicitations• Optimize timing of solicitations based on giving trends• Make them feel like their gift makes a difference
11
New Donor Communication Plan
Make new donors feel appreciated and important:• Ensured that messages, formats and visuals are engaging and make
small donors feel that they are making a difference• Use postcards to avoid assumption that ‘it’s a solicitation’ so that
messages get across
First postcard/e-mail in series launched October 2012
12
Communication Comparison
2012 New Plan (2013)
Acknowledgement 1 1
Welcome Kit Direct Mail 1 1
Solicitation Direct Mail 13 3
Cultivation Direct Mail 0 6
Cultivation e-mail 4-5 6
Solicitation e-mail 17 3
Qtrly. Bills (if balance) 4 4
Contacts/Solicitations 40-41/30 24/6
The new plan reduces the number of solicitations and increases the focus on donor cultivation. We anticipate this will drive increased payment and higher giving levels.
13
New Donor Solicitation Packages/Timing
The timing of direct mail and e-mail solicitations (order will vary) will be optimized based on giving trends.
January
Febru
aryMarc
hApril
MayJune
July
August
Septem
ber
October
November
December
0%
5%
10%
15%
20%
25%
'08 '09 '10 '11
High Holiday
End of year
* Note: the groups are not mutually exclusive. e.g., Month 12 can also be HH or End of Year.
Percent Donors Giving Second Gift
14
New Donor Solicitation Packages/Timing
The timing of direct mail and e-mail solicitations (order will vary) will be optimized based on giving trends.
0 1 2 3 4 5 6 7 8 9 10 11 120.0%
5.0%
10.0%
15.0%
20.0%
25.0%
'08 '09 '10 '11
* Note: the groups are not mutually exclusive. e.g., Month 12 can also be HH or End of Year.
Months from initial pledge
Percent Donors Giving Second Gift
15
Cultivation Postcard Series
Following the acknowledgement letter, the donor will receive either the Welcome Kit or the first postcard:
Series includes six e-mails around similar themes (if have e-mail address)
Month Theme
October Children/Families
December New Yorkers/Poverty (Homelessness & Hunger)
January Jewish Identity/Education
March Get Involved: Events & Volunteering
May Israel
July Aging/Elderly
16
Next Steps
Track and evaluate results
Initiate Phase II to differentiate based on donor behavior:• Payment status – e.g., Telegiving open pledges• Acquisition Channel or program type – e.g., online; Friends
Asking Friends; direct mail