face-2-face off - dma nonprofit federation dc...

Face-2-Face Off: How does Face-2-Face Fundraising fit into your

organization’s multi-channel fundraising strategy?

Sharon Dreyfuss, World Wildlife Fund

Jill Miller, Save the Children

Katie Valvo, The Nature Conservancy

What to expect from today’s session:

(1) Unpack F2F’s role in three organizations’ multi-channel acquisition portfolios.

(2) Discuss how different organizations measure the of success of F2F programs and

campaigns.

(3) Hear case studies from three organizations that include:

- The importance of strong business rules and operational processes for

success;

- The role of donor feedback and creative strategy in F2F fundraising;

- Insights on vendor portfolio strategies.

What not to expect from today’s session:

Round 1: Introductions

• Name: Sharon Dreyfuss

• Title: Manager, Direct Response and Acquisition

• Organization: World Wildlife Fund

• Fun Facts:

• I’ve worked at WWF twice – from 2000-2005, and since 2008

• We do F2F skillshares with other WWF countries every two

years- and I’m leaving for Thailand Sunday for our next one (and

seeing elephants!)

• Favorite Things:

•Going to work every day and knowing that I’m helping to Save

the Future of Nature.

•Taking to 2 dogs to run through the woods.

Introduction

• Testing of F2F started in June, 2015

• We are still in the testing phase

• Goal to acquire monthly givers with high LTV and high value

• Many WWF international countries use F2F channel

• Tested into residential fundraising, and later added stationary

fundraising

• WWF uses outside vendors

• Tested vendors, locations, and 1x, single ask, variable ask.

• Currently F2F is on pause.

• We tested 2 vendors and 3 cities last summer/fall.

WWF Program Overview

Introduction

• Name: Katie Valvo

• Title: Director, Face-2-Face and Strategic Analytics

• Organization: The Nature Conservancy

• Fun Facts:

• I’ve wanted to work at TNC since I was in 3rd grade;

•I was inspired by a book called ‘50 Things Kids Can Do to Save the Earth’

• Favorite Things:

•My favorite thing about The Nature Conservancy is the diversity of our staff and their

commitment to working with all people of all different beliefs, backgrounds, etc. to

protect the lands and waters that we all depend on.

The Nature Conservancy: F2F Overview

Program Objectives

• Reach a larger/diverse audience

• Generate more monthly donors to

provide an additional steady and

reliable, diversified revenue stream

TNC F2F –

Challenges and Opportunities

Challenges

• Integration with other U.S.

Membership fundraising channels

• Retention – 1x and monthly donors

• TNC-wide organizational support

• Processing and Business Rules

Opportunities

• Break-Even under 31 months – new

model is successful; scaling

opportunity

• Leverage new membership

“products”

• Knowledge sharing and program

implementation in other markets

• “Urban oriented programs”

Introduction

• Name: Jill Miller

• Title: Associate Director, Sustainer Giving, Canvassing

• Organization: Save the Children US

• Fun Facts:

• April 2nd I celebrate 10 Years with Save the

Children US

• I’ve been fortunate to see our programs at work

overseas and in the US

• Favorite Things:

• My favorite thing about Save the Children is

getting to participate in fulfilling our mission every

day!

• My favorite thing outside of work is playing with my

almost 5-year-old son, James!

Program Outline

• Save the Children US began F2F fundraising in 2001

• F2F Supports our Recurring Donor Programs

– Sponsorship

– Unrestricted

• We engage with the F2F channel by partnering with 3

vendors

• Save the Children US was drawn to F2F for the

following reasons:

– Agile channel

• Ability to scale

• Ability to test quickly and efficiently

– Highly personalized

– Great opportunity for brand awareness

Round 2: F2F By the Numbers

• Demographics

• Younger overall (low 40’s vs 50’s for online and even older for

mail)

• Skews male but females retain better

• Overall Investment less than 15%

• 4,000 New F2F donors acquired

• LTV or ROI? Both!

F2F and WWF’s Acquisition Strategy

• Cost to acquire

• Success in acquiring donors

• Average donation amount

• Attrition over time

• Measuring success

• Projection of LTV and attrition based on actual performance

• How F2F compares with other monthly giving acquisition programs

Measures of Success

• Demographics

• Younger overall (average age 37)

• Skews female but males retain better

• Overall Investment 60% Acquisition

• 140K+ New F2F donors acquired

• 50% Monthly Donors

TNC DEMOGRAPHICS

TNC Measures of Success

• Program nets full return on investment within 36 months

• Program diversifies current member base (current avg

donor age 35)

• Investment Yields at least 50% Monthly Donors

• >38% of Monthly Donors retained after month 12

F2F by the Numbers

• Percent of Portfolio:

– F2F Acquired Sustainers through the Years:

• 2001 14% of our recurring donor portfolio

• 2003 48% of our recurring donor portfolio

• 2016 50% of our recurring donor portfolio

• 2017 55% of our recurring donor portfolio (projected)

• Number of New Donors Annually:

– Unrestricted & Sponsorship Programs:

• In 2016 F2F brought in ~31,000 F2F donors

• In 2017 F2F is projected to bring in ~40,000 F2F donors

F2F by the Numbers

• Data Becomes Insight:

– Return on Investment & Life-time Value

• Long-term Viability

• Key metrics for Sr. Management and our Board

• Confirm or Change Vendor Selections

– Break-even & KPI’s:

• Provides Insight & Direction:

– Campaign Management & On-the-ground Insight

» Vendor

» Fundraisers

» Response Center

– Strategic Changes

Round 3: Challenges and Learnings

Understanding Measures of Success

Need for Strong Business Rules & Operational Process for F2F Success

Understanding Measures of Success

• Established Weekly Reporting

– Accountability between the Organization and the Vendor

• Review:

– Volume

– Efficiency

– Age Parameters

– Voice of the Donor

• Established Monthly Reporting

– Accountability to Sr. Management and the Board

• Review:

– Spend

– Volume

– Cost per Acquisition

– Quality Donor Metrics

What Makes F2F Different F2F is very specifically a People Channel!

Member Care Feedback

• How do our donors feel?

– In 2016 Satisfaction Survey (Unrestricted

Program)

• 8.4 out of 10 Total Score

• 7.9 out of 10 F2F Acquired Donors

Learnings Campaign Related Indicators vs. Operational Related Indicators

• PCI Compliance

• Real-time electronic processing of gifts

• Immediate approval email, and follow-up emails in the week of join

• Either WWF or vendor does welcome phone call week of join

• Good customer service for cancellations, downgrades, questions

Rules and Processes

• Creating a partnership with a vendor

• Managing Senior Staff and Board reservations about the channel

• Brand tracking - does F2F hurt or help our well-known brand?

• Legal issues following the AFP rules on percentage payments for

variable asks

• Unexpected issues – in the field (city ordinances), rogue fundraisers,

• managing subcontractors

Challenges

Which Vendor is the Best Vendor?

Who would you choose?

Break-Even Month

Vendor A 34 Mos

Vendor B 13 Mos

Vendor C 48 Mos

Face-2-Face Locations

San Francisco, CA

Berkeley, CA

Austin, TX

Dallas, TX

Ann Arbor, MI

Chicago, IL

Boston, MA

New York, NY

Philadelphia, PA

Washington, DC

Atlanta, GA

Orlando, FL

Miami, FL

Portland, ME

Raleigh, NC

Salt Lake City, UT

Phoenix, AZ

Las Vegas, NV

Bozeman, MT

Twin Cities, MN

Vendor A

Vendor B

Vendor C

Questions?