Innovative Acquisition

8/14/2019 Innovative Acquisition

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INTRODUCTION TO

www.InnovativeAcq.com | (415) 989-3350


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Agenda

1) Who/What is Innovative Acquisition?

1) This should include how we differ from NIN and anintroduction of Stephen and Susan

2) Talk about how we are born of industry need for a smarter,

more efficient way to acquire new donors2) Services Offered

1) These will be covered individually throughout thepresentation

3) What can Innovative Acquisition do for you?

1) Include specific examples of areas/items we may be able tohelp with

2) Speak to how we can adjust our scope of work depending onclient need



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Innovative was created as a response to agrowing need in the fundraisingcommunity

1) Acquiring the right donors to provide a strong

foundation for your direct response program

2) Managing comprehensive strategy for multi-channelprograms

3) More targeted program and list trend comparisons



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How Innovative Acquisition Differs

from Names in the News

Innovative Acquisition offers:

High touch partnership

Sophisticated strategy development

Targeted solutions for unique acquisition challenges

While delivering the same:

Excellent customer service

Spot on implementation Competitive pricing



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The Innovative Acquisition Team

Susan Anstrand, President and CEO

Stephen King, Planning Director

Sherene Kelly, National Sales Director

Jennifer Deerr, Brokerage Account Director

Henry Most, Senior Planner

Jack Forder, Planner



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Innovative Acquisition Services



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Projected Mail Plans

Based on:

response rate

average gift

cost per donor

revenue per thousand

or any additional metric as used by individual

organizations



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Sample of Projected Mailplan

Create 2 versions of the same plan sorted by 2

different metrics



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Mail Plan Scenarios

Different versions of the submitted mailplan that

show number of new members, volume, cost per

donor, etc. based on different budget expenditures



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Sample of Mail Plan Scenarios

Plan to mail 500m names

Plan to bring in 20m new members

Plan to best spend $100,000

Plan to mail to a CPM of $10



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Annual Acquisition Budget

We can manage an annual budget as provided or

help you create a budget.

Our plans will provide the most impact for the

money spent.



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Campaign Post Mortem

Compare projections to reality

Suggest changes to strategy and planning based

upon findings to create the most accurate

projections



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Insert Sierra Club mailplan validation



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Review Package Fatigue, List Fatigue,

and Solicitation Frequency

Suggest package and list rotation based on findings

Suggest solicitation frequency/volume and mailing

cycle



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Package Lifecycle Vs. Similar Mailers

NPCA Package Lifecycles Vs. Other Environmental Mailer Packages

SURVEY

LABEL

Black trendlines are for other Environmental mailer packages

NPCAs packages have held up much better than those for other Env.

mailers



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Program Expansion

List test strategy and evaluation

List market expansion



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Merge/Purge Management

Manage pre- and post-merge models

Create valid test cells



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Objective Audit of Current

Acquisition Program and Strategy

Review of campaign results and comparisons to

similar mailers

Market usage trends

Top volume mail lists

List testing

Recommendations based on conclusions



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PATH/Audit Slides

Choose 3 slides that best illustrate the depth of

analysis and the comparison of like mailers



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NPCA Outside List RR Vs. Market Trend

Total Mailer Set = 37 non-profit orgs mailing about 135m pieces/year

15 other Environmental/Wildlife orgs in the data set

NPCA remained above market on RR in CY08

CY RR Trends

0.00%

0.20%

0.40%

0.60%

0.80%1.00%

1.20%

1.40%

1.60%

1.80%

CY01 CY02 CY03 CY04 CY05 CY06 CY07 CY08

Total Mailer Set

Environ/Wildlife

NPCA



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CY08 CPD Vs. Similar Mailers

NPCA remains very strong onCPD

CY08 Cost Per Donor

- Absolute value shown below -

$12 $14 $16$22 $23 $26

$27$35

$41 $42$48

$63

$81

$99

$-

$20

$40

$60

$80

$100

$120

Env

WL

NPCA En

vEnv

Env

Env

Env

Env

Env

Env

Env

Env

Env

Mail Qty CPD

Env 11,557,645 ($63)

NPCA 7,890,815 ($16)

Env 3,913,517 ($22)

Env 2,327,370 ($27)

Env 2,296,672 ($35)

WL 2,222,751 ($14)

Env 1,012,560 ($48)

Env 982,140 ($12)

Env 359,948 ($26)

Env 278,270 ($23)

Env 155,008 ($81)

Env 141,723 ($42)

Env 88,912 ($99)

Env 47,390 ($41)



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FY RR & AG by List Type

Yellow = notable increases; Brown = notable decreases

All list types dropped on RR vs. FY07, but came in similarto FY06 numbers

List Type FY98 FY99 FY00 FY01 FY02 FY03 FY04 FY05 FY06 FY07 FY08

RR

Dnrs/Mbrs 1.11% 0.98% 1.19% 1.22% 1.37% 1.33% 1.21% 1.28% 1.19% 1.44% 1.30%

Byrs/Subs 0.82% 1.04% 1.04% 0.95% 0.93% 0.99% 0.97% 1.15% 0.96% 1.02% 0.93%

Compiled 0.93% 1.14% 1.17% 1.04% 1.07% 0.88% 1.09% 1.17% 1.20% 1.31% 1.19%

Multibuyers 2.60% 0.89% 0.92% 0.83% 0.59% 0.89% 1.13% 1.38% 1.36% 1.36% 1.11%

AG

Dnrs/Mbrs $16.60 $18.93 $19.11 $18.17 $17.79 $17.80 $18.73 $19.20 $19.36 $19.37 $19.72

Byrs/Subs $19.87 $19.76 $20.44 $20.93 $20.79 $21.57 $21.70 $21.87 $22.37 $24.00 $23.98

Compiled $19.11 $18.58 $19.23 $20.07 $20.06 $20.40 $21.27 $21.41 $22.07 $21.00 $21.82

Multibuyers $13.97 $18.39 $18.63 $20.15 $19.62 $20.11 $19.15 $18.48 $20.00 $19.17 $19.23



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FY08-09 List Tests w/ Strong CPI and/or CPD

- Retests in italics; Rolled out lists in bold

Several high

universe lists

have beenidentified

Over 1.65mm

of new

universe

potential

Tan shade = Exchange OnlyList Market Test Pkg Universe # Mld RPM CPD CPI LCPM

Abacus TAP Synergy Compiled Survey n/a 12,690 $641 $28 2.60 $88

Alaska Center for the Env Cons/Env Survey 5,178 5,460 $365 ($1) 1.72 $83

Amer f/ the Arts Action Fd Cultural Survey 17,229 18,827 $310 ($6) 1.26 $92

Marine Toys for Tots Relief Survey 66,426 5,965 $272 ($3) 1.18 $13

Wildlife Land Trust Wildlife Labels 70,023 37,313 $229 ($14) 1.16 $109

S. Utah Wilderness Soc Cons/Env Labels 8,047 4,535 $196 ($31) 1.08 $118

Nutrition Action Healthletter Subs Non-Tgt Survey 710,223 9,131 $223 ($8) 1.08 $13Abacus Affinity Compiled Survey n/a 12,294 $262 ($14) 1.06 $90

Amer Assoc. of Univ. Wom Progressive Survey 71,798 10,442 $210 ($10) 0.98 $11

Tuolumne River Trust Cons/Env Survey 2,000 2,154 $270 ($7) 0.97 $46

KENNEDY CENTER Cultural Survey 11,137 15,416 $225 ($15) 0.97 $45

National Arbor Day Catalog Buyers Survey 69,544 6,496 $161 ($17) 0.94 $12

WFMT Chicago Cultural Survey 19,085 8,433 $238 ($8) 0.92 $12

Bernheim Arboretum Cultural Survey 5,019 17,928 $218 ($10) 0.88 $11

Project Open Hand Relief Survey 7,992 6,756 $201 ($13) 0.83 $11

Brooklyn, NY Botanic Gdn Cultural Survey 64,313 8,026 $188 ($16) 0.82 $12

M.A.D.D. Health Survey 84,032 19,002 $182 ($13) 0.80 $12

Pennsylvania Magazine Subs Non-Tgt Survey 27,371 6,599 $217 ($18) 0.80 $85

Oxfam America Relief Survey 358,535 5,704 $171 ($19) 0.80 $13

Rainforest Action Network Cons/Env Labels 7,596 3,665 $150 ($19) 0.76 $19

SW Indian Relief Council Relief Survey 34,718 5,913 $156 ($17) 0.74 $13



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Provide program comparisons andtrend comparisons with like mailers.

Access to the Acquisition Advisor

More targeted than currently available trend and

comparison reports

Includes suggested actions based on industry trends

Provide information regarding mailing and list

trends



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Insert slides from Acquisition Advisor



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Model Consultation

Make suggestions based on your organizations

unique needs and challenges

Information and suggestions regarding co-ops and

other database list providers Zip models and other ways to improve marginal list

performance

Feasibility of using a Chronic Non-Responder model



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Database Management Individual

vs. List Source

Optimized Messaging

Package rotation on an individual level

Frequency of solicitation on an individual level

Timing of solicitation on an individual level



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List Enhancement and Fulfillment

Maximize exchange opportunities by enhancing

the file with the right selects.

Promote your list to the right market to secure

revenue. Provide detailed reports on clearances and orders

along with trend analysis.



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Insert trend analysis



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How can we be of service?

Suggest services based on perceived organizational

needs (or whatever we think will be of most

interest.)

Ask, How do we get started? Leave with an assignment and timeline



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INTRODUCTION TO


Innovative Acquisition

Documents

Transcript of Innovative Acquisition