Major donors create the splash, MONTHLY DONORS CREATE THE … · Major donors create the splash,...

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Major donors create the splash, MONTHLY DONORS CREATE THE POND Presented by Erica Waasdorp, President A Direct Solution, DP Expert

Transcript of Major donors create the splash, MONTHLY DONORS CREATE THE … · Major donors create the splash,...

Page 1: Major donors create the splash, MONTHLY DONORS CREATE THE … · Major donors create the splash, MONTHLY DONORS CREATE THE POND Presented by Erica Waasdorp, President A Direct Solution,

Major donors create the splash, MONTHLY DONORS CREATE THE POND

Presented by

Erica Waasdorp, President

A Direct Solution, DP Expert

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Erica Waasdorp •Philanthropoholic

•President, A Direct Solution

•Raised $$$$ with monthly giving

•Author

•Monthly donor

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Who are they?

•Small

•Committed

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Retention Rates improve

Going from: to:

Sources: AFP Fundraising Effectiveness study and DonorPerfect Users

Donor Retention

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Growing Your Program

•Thank and engage your donors •Acquire •Retain and Reactivate •Upgrade •Test & Transform

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Always Start with

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Preferred Recognition by Donors

Source: Penelope Burk Donor Survey

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‘Soft’ Recognition Auto-responder, email thank you

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Video

Conservation Champion Branded Thank you/Welcome Video – Auto Responder

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Send Thank you by mail

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Welcome Pack

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Should you ask monthly donors in appeals?

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Recognize in Appeals

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How many monthly donors respond?

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59% Made at least one more

extra gift a year

Source: Religious client results

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Other ways to recognize

• Thank you calls

• Special email version

• Annual report and events

• Newsletter

• Testimonials

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Keep Communicating!

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Growing your Program

ACQUIRE

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Two Ways to Grow

1. Expand existing program

2. Add additional program

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Monthly Giving Front and Center

•Easy •First •Ask •Challenge •Urgency •Testimonials

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On Home Page

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Easy to Find

July 29, 2015

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Last Chance Light Box

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First Option

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Easy to Find

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Front and Center

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ASK SMALL

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In 2014, Monthly Online grew by ….

MONTHLY GIVING

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Source: 2015 M+R Strategic , Benchmarks

32%!

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Use Welcome Email

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Email

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Challenge, Goal and Deadline

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Direct Mail

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Welcome Pack and Thank Yous

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Example Welcome Message

Thank you so much for your gift of xx$mrgxx to [name of

organization]!

[Focus on why the gift is important for you and the impact it’s

making on the people/animals/mission you serve].

That’s why I’d like to invite you to join a privileged group of special

supporters, called [name of program].

[Focus on benefits and ease of program for donor]

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Initial Gift and Response Relate Description One Time

Response Rate

Average Gift Monthly Response

Rate

Average Gift

New $5-$14.99 4.6% $ 10.77 1.4% $ 8.38

New $15-$24.99 4.5% $ 16.60 1.6% $ 10.42

New $25+ 4.4% $ 24.49 2.0% $ 13.31

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Brochure

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Add on Back of Form

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Targeted Appeal

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Include option in every e-news Use email

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Google ads

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Retargeting and Web Ads

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Add Additional Program

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Growing your program

RETAIN

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“Retention is the new acquisition.

Customer service

is the new marketing.”

~ Joe Connelly

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Improve Donor Service

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Highlight Personal Contact

And if you have any questions at all about your monthly gifts, please call

Connie Blake

at (508) 778-5040 or send an email to [email protected].

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Prevent Lapsing

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Check Your EFT Transaction Log

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Pick Up the Phone!

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Send email!

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Survey

Prevent lapsers

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To grow, your Coverage ratio must be > 1

# of Acquired + Reactivated

# of Lapsed

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Growing your Program

UPGRADE

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When?

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Source: 2015 M+R Strategic Benchmarks

$22/23

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Sample Upgrade Ask

IF Monthly Gift > =6

INCREASE1 = 2

INCREASE2 = 5

INCREASE3 = 7

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Upgrade by email

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Most Successful

I’M ON THE

PHONE!

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Upgrade Ask Script

Because of this, I’m asking if you could increase your monthly gift by just ($---) to

[Current Monthly+ $___] a month so we can ensure ….

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Upgrade Results

Description Number of Appeals

Pledge Response Rate

Avgerage Monthly Upgrade

Annual Gross New

DM 10,000 3.86% $8.00 $ 7,526

TM 2,176 24.03% $5.08 $ 10,471

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Growing your Program

TEST &

TRANSFORM

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No-incentive option

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Ask for ACH

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Add Form

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Growing your Program

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Monthly Donors Source

# of monthly donors acquired

Average gift Average Yearly Gift

First year Cume

Totals 170 $10 $120 $20,400

Annualize Results

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You’ll grow only if you …

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Calculate your Potential

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Go the extra mile. It's never crowded.

- Author Unknown

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