Individual Giving It’s about the journey…not the product · strategy Simple, measurable,...

Individual GivingIt’s about the journey…not the product

Tom Duggan CFRE (Plan International Australia)Yani Ferdinandus (CanTeen)Scott Nicholson (Make-A-Wish)Louise Bonomi (Animals Australia)

It’s about the journey….not the product

Refreshing and reviewing a tired RG program

Tom Duggan CFREHead of Individual Giving

Background

The Challenge

The Challenge

Brand

Works with F2F

Better retention

Identify Target

Audience

Create MVP

Test Listen and

LearnImprove

The Solution

The Solution

The Road Block

Results

Third Gift Retention Rate F2F Cost Per Pledge

Results

Brand

Works with F2F

Better retention

Toolbox Take-outs

1. Know your criteria

2. Bring the whole team on board

3. Start with your audience

4. Pretend you know nothing


Getting the foundation right is crucial

Yani FerdinandusHead of Individual Giving

The journey so far...

• Telemarketing channel

• 1.4k supporters• 7% fundraising

income

• Face to Face channel

• 600 acquisition test

• 62k supporters• 75% fundraising

income

2006 2008 2018

Never a dull moment.....

• Engagement starts from internal key stakeholders • Board, Execs, Members Advisory Council, Finance and All Staff

• Proposition• Recipient, Issue, Long term vision, Solution and Proof points

• Agency – “partners” • Due diligence, share accountabilities, transparency, long term plan• Communications strategy

• Internal Team • IG is part of the Marketing & Fundraising team. Direct Marketing, Major

Giving, Bequest and Supporter Care

Never a dull moment.....

• Financial Model and reporting• 5 year forecast – understanding the numbers is key• Reporting: All key metrics, monthly performance dashboard, a bespoke

attrition report

• Technology, System and Processes• CRM database – communications and reporting• Processes- automated and structured

Still never a dull moment.....

• Data driven communications strategy #testandlearn #supportercentric#trustsatisfactioncommitment

Toolbox Take-outs

Key elements Description

Internal support Board and key stakeholders buy-in and approval

Proposition Give a reason for someone to commit to you on an ongoing basis

Agency partners “Partner” not “supplier”

Financial Model 5 year model

Reporting Data analytics -all key metrics. ROI, CPA, Monthly performance dashboard incl. comprehensive attrition report

Technology, Systems, Processes

CRM database, Automated and structured processes; e.g. Recurring payments, Declines process

Communications strategy

Simple, measurable, supporter centric, data driven and fits in the overall organisation communication strategy.

Team structure IG is part of the Marketing & Fundraising team. IG: Direct Marketing Acquisition,Retention, Bequest, Major Giving and Supporter Care Team. Shared KPIs


Generating premium online leads without advocacy

Scott NicholsonNational Manager – Individual Giving

It’s about the journey…not the product


Results:

CTR – 1.0%

Conversion rate – 55.6%

Leads generated – 2,389

TM Conversion rate – 11.84%

Results:

CTR – 1.1%


Leads generated – 1,034

TM Conversion rate – 7.58%


Results:

CTR – 0.7%


Leads generated – 17

RGs - 0

Results:

• Leads – 9,934

• Contacts – 3,605 (37%)

• RGs – 359 (9.96%)

• Avg gift - $25.31

• CPA - $313

• 3 month attrition – 19.2%

• Cash gifts – 63

• Avg cash gift - $34.65

• Cash gift total - $2183

The gift that keeps on giving….

Toolbox Take-outs

1. Stats work!

2. Sign the form works as a CTA.

3. Good stories and imagery will work on any channel.

4. For us, landing page ads worked better than lead ads – both

generating leads and at conversion.

5. Maximise the leads.


Don’t let them slip away!

Louise BonomiDirector of Development

Why both with a retention journey?

• Investing in a retention program will save you thousands.

• We work too hard to acquire donors. Don’t let them slip through the cracks!

• $150-$300 to acquire a new donor vs $32 to save an existing one

Why are they really leaving?Declining v’s active cancellations

• Qualitative data insights will help retention- collect all you can

REDUCE, SUSPEND, DON’T JUST CANCEL

• Suspend and implement automated reminders to restart gift

• Make sure suspensions and start-ups don’t warp your reporting

• Have a measure for recommencing or suspended so you can put value

on your retention campaign

Reasons for active attrition

Offer 2 month suspension OR acquisition journey in 6-12 weeks.

6% Engage, determine length of travel, suspend and set future commencement date.

52%

Suspend for 9-12 months. Schedule a check in after 6 months

4%

Suspend, schedule check in call in 2 months, bequest lead?

1%

2%

Acquisition journey W lower ask. Volunteer program?

Bequest lead/Bequest volunteer. Volunteer program2%

Declining cards - Automated reactivation journey

Declining cards - Online journey

Declining cards

Results

Letter Reactivations

1%

Phone -inbound

27%

Phone-outbound

12%SMS reactivations

1%

Self serve portal15%

Email via Auto Email 42%

Email via Lapsed

MD drive 2%

Toolbox Take-outs

1. It’s easier and cheaper to retain existing donors, than acquiring new

ones.

2. Qualitative data insights will help retention – collect all you can.

3. Reduce, suspend, THEN cancel.

4. Know you declining codes!

5. Combine a mix of automated and offline contact points in your journey.

Questions?

Individual Giving It’s about the journey…not the product · strategy Simple, measurable,...

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