attrition management and stewardship
DESCRIPTION
Rupert Tappin, Future FundraisingTRANSCRIPT
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Attrition Management & Stewardship
Face-to-face Fundraising 2012 Institute of Fundraising Conference
4th December 2012
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The Problem…
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Fundraiser
Donor
Charity ? Donor
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The Solution…?
OR
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Our Four Pillars ‘Sweetening’ Your Acquisition Campaign …
• Inspiring & motivating donors • Retention plan
• Taking care of your donor’s money • Data management
• Donor performance • Management reporting
• Treating the donor differently • Testing & evaluating
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No Acquisition Without… a Retention Plan
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DARS Evidence – Minimising Attrition
• Increased freq. & customisation of comms
• Evidencing ongoing need (appeals)
• Capture & build upon donor motivations
• Upgrade around 7-11 months for best longer-term performance, even if donor does not upgrade
Do…
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DARS Evidence – Driving Down Retention
• Allow donor to choose frequency & channel of communications
– Send them all everything anyway!
• Leave donors un-contacted in case reminds them to cancel
• Send all comms using single channel
Don’t…
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No Acquisition Without… Backroom Data Management
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Donor Payment Health Check
58%
5% 2% 1%
2%
1%
1%
29%
1% Not yet started
Actively paying (no issues)
Reactivated (no issues)
Reactivated (not started)
Active - have paid, but more than 2 payments out Active - reported as unpaid
Active - missing any payment history Reactivated - payment issues
Cancelled
Reactivated - CANX
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Data: Minimising Attrition
• Regular meetings with data team
• Sense-check data imports every month/quarter
• Reconciling payment files every month
• ‘Missed’ payments identified & cancelled quickly – reactivation calling maximised
• Income projections based on income banked!
Do…
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Data: Driving Down Retention
• Fail to work with the data team & reconcile all donors
• Projecting future income on un-reconciled cancellations reported by database
• Blaming when banked income falls far short of levels projected
Don’t…
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No Acquisition Without… Management Reporting
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Reporting : Minimising Attrition
• Early KPIs from campaign will play a key part in attrition – Av gift, av. Age, DD start date lapse, full comms capture (email…)
• Treating your agency as a partner – regular meetings
• Monthly reporting of attrition based on month of 1st payment
• End of year planning looking at mix of F2F/D2D/PS
• Look at ROI of Yr 1 and lifetime value of prev. yrs on ongoing basis
Do…
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Benchmarking Against DARS Average
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59
Att
riti
on
rat
e
Months
Campaign averages by year: street
Street 2006
Street 2007
Street 2008
Street 2009
Street 2010
Street 2011
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Benchmarking Against DARS Average
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59
Att
riti
on
rat
e
Months
Campaign averages by year: door
Door 2006
Door 2007
Door 2008
Door 2009
Door 2010
Door 2011
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Benchmarking Against DARS Average
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59
Att
riti
on
rat
e
Months
Campaign averages by year: private sites
Private sites 2008
Private sites 2009
Private sites 2010
Private sites 2011
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Reporting: Driving Down Retention
• Driving agency to deliver to phasing at all costs
• View agency as supplier: minimum contact
• Reporting on attrition based only on cancellations
• Review theoretical ROI at yr end & move on to next year’s acquisition campaign
• Choice of channel based on personal preferences
• Not factoring in economic climate/changes in perf.
Don’t…
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No Acquisition Without… Testing & Evaluating
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Testing & Evaluating: Minimising Attrition
• Find out what’s worked: ask fundraising teams
• Payment-based communication with donors
• Enhancing donor communications based on attrition trends: Bespoke
– (…Mencap video)
• Spit test key variables on quarterly basis
Do…
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Testing & Evaluation: Driving Down Retention
• Only review material at end of each campaign
• Communicate with donors on time-basis only
– Easter Appeal at Easter; Christmas Appeal at …
• Not pick up on data trends
Don’t…
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What’s the Point in Doing All This?
Is it Cheaper to Just Acquire More Donors??
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What’s the Point?
0%
10%
20%
30%
40%
50%
60%
70%
80%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
Att
riti
on
ra
te
Attrition rates by charity: door 2010 2 3 4 6 9 14 15 20 29 35 35(2) 35(3) 40 41 45 47 51 53 54 58 59 60 61 62 63 64
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What’s the Point in Investing Time & Resource Into Attrition Management
& Stewardship?
Difference in Income of Actual 1,000 Donor Campaign Over 5 Years Between Best &
Worst Attrition?
£135,000 (50%)!
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Our Donor’s Experience With Us
…to this, in practical terms?
How do we go from this…
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Fundraiser
Donor
Charity Donor
Database Finance
Comms Digital
Donor Donor
Donor
Donor
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Don’t Assume Anything!
Sign up & Test for Yourself - Are you Happy with the
Experience?
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DARS: Get Involved!
• DARS 2012 Report Out in 2 Weeks
• User Panel presentation Thurs 13th Dec
– Presentation of report
– Feedback from Users to build DARS 2013
• Jan/Feb DARS 2013 launched
• Feb/Mar DARS 2013; submit your data
• Presentation @ PFRA AGM June 2013 (& IoF)