1. Laura Connors TJ Hillinger Amelia Koch Rick MalchowAllison Porter #bridgeconf

2. #bridgeconf

3. Campaign Analysis vs. ROI Analysis. Campaign Analysis is a vital daily tool that gives the pulse to the overall program at any given time. Good campaign statistics with costs are essential to running a strong fundraising program. ROI Analysis digs deeper into long term trends and health of the file. When are your donors returning the investment? How does your ROI compare with other organizations? #bridgeconf

4. Measuring ROI.ROI = (Income (Total Acquisition Cost + Resolicitation Cost))/Total Acquisition Cost Total acquisition cost is imperative as it is the initial investment. With list ROI, acquisition cost can vary greatly from list to list. Resolicitation cost can be left out altogether for the purpose of comparing lists as one can usually assume it is the same for all lists. If necessary, use an estimated resolicitation cost based on average contacts per member, cost per contact and retention. #bridgeconf

5. Visualizing ROI $50 Breakeven $40 $31 $11 Net $30 $28 $24 $20 $17 $42 $35 $10 $24 $12 $0 Year 1 Year 2 Year 3 Year 4 Cumulative Income Subsequent to Initial Gift Cumulative Cost ROI can also be shown visually as in the chart above. The dotted line represents cumulative cost which is $17 in year one--$10 cost to acquire + $7 resolicitation cost. Resolicitation costs decline over time due to attrition. Cumulative income eventually overtakes cumulative cost to mark breakeven. #bridgeconf

6. NPCA Case Study Presented by: Laura Connors, Deputy VP of MembershipNational Parks Conservation Association 777 6th Street, NW, Suite 700 Washington, DC 20001 lconnors@npca.org ##bridgeconf

7. Acquisition is an investment that compounds over timeThis chart shows that members from the earliest years are still giving and the consequent long-term impact ofacquisition. Revenue is compounded year after year. A drop in quantity one year would impact revenue in future years. ##bridgeconf

8. Direct Mail is still the predominant giving channel Direct mail remains the major income channel though it has declined slightly. FY09, FY10 and FY11 direct mail percentages are 91.8%, 91.2% and 89.4% respectively. TM income percentages for FY09, FY10 and FY11 are 3.6%, 2.6% and 3.8% respectively. Online giving still shows great potential for growth with a structured solicitation program in place. Web giving is at 5.3% of income in FY11 which is up from .6% in FY03. Email income is 1.4% of income in FY11. ##bridgeconf

9. Giving Metrics by Fiscal Year All Membership Metrics have been extremely consistent since FY05. ##bridgeconf

10. $50 plus members make up 29% of file, yet give 62% of the revenue ##bridgeconf

11. Member value is tied to size of Initial Gift The members first gift is the best predictor of future member value. For NPCA, there is a considerable jump in value at the $25 level. ##bridgeconf

12. Retention is tied to First Gift Amount Members joining at higher giving levels tend to have better retention. ##bridgeconf

13. Online joins worth twice Direct Mail joins Each consecutive join year is consistent in value for both join channels except for the outperformance of the FY06 Online joins. ##bridgeconf

14. First Gift Distribution of $1,000+ Multi-Gift MembersNote: $1,000+Single Gift definedas one gift of$1,000 or more(not cumulative) 61% of $1,000+ multiple gift members joined the file with a gift under $100, which is strong compared to other organizations. These numbers are based on 2,975 $1,000+ Multi Members found in the database. Average years for joins under $1,000 to update to that level is 6.8 years. ##bridgeconf

15. TM Contacts have value even if no gift is made contact code quantity %gave gifts/mbr $/mbr avg gift CREDIT CARD 160 89% 2.0 $76 $38 CHECK 665 70% 1.5 $49 $33 REFUSAL 2,387 48% 0.9 $35 $38 NO CONTACT 3,884 44% 0.8 $34 $42 Members who pledged via credit card were twice as valuable as members who were not contacted or refused to give. Refusals outperformed those members who were not contacted. ##bridgeconf

16. Activist/Members have stronger value than non-activist/members % renewed $/Mbr0.7 $450.6 $40 $350.5 $300.4 $250.3 $20 $150.2 $100.1 $5 % renewed $/Mbr 0 $0 ##bridgeconf

17. FY11 Income per Member by Previous Giving Channelsmembers: 265 1,047 313 913 135 1,233 5,062 26,999 88,119 Members included were active within 12 months at the start of FY11, had a highest previous contribution of less than $1,000 and had given 4 or more direct marketing gifts over their entire membership lifetime. FY10 Sustainers were excluded. ##bridgeconf

18. Key Follow Up Test $25 ask in acquisition. Test no premium version in acquisition. Include recent non-donor action takers in acquisition. Use this information to help identify mid-level upgrade prospects. Reinstatement testing through multi-channel efforts and multi- program efforts (reinstatement/renewal/appeal). High$ Mail/Phone and Mail/Email to engage multichannel.

19. CBF Case Study Presented by: Amelia Koch, Director of MembershipChesapeake Bay Foundation 6 Herndon Avenue Annapolis, MD 21403 AKoch@cbf.org ##bridgeconf

20. The file has been flat in members and income since 2008. Members by Join Year and Fiscal Year (0-12 mos)Member attrition is usually more pronounced than income attrition because retained members tend to give more. ##bridgeconf

21. The cumulative member value for canvass joins was far lower than thevalue of direct mail and online joins. Additionally, direct mail value has declined since 2005. CBF must re-shift the composition of new joins acquired from low-value (below $15) to high-value members. $140 $140 $120 Direct Mail Joins $120 Canvass Joins $100 $100 $80 $80 $60 $60 $40 $40 $20 $20 $0 $0 $140 Yr 1 Yr 2 Yr 3 Yr 4 Yr 5 Yr 1 Yr 2 Yr 3 Yr 4 Yr 5 $120 Online Joins Direct Mail joins are giving an additional $96 $100 in subsequent income after five years. This $80 is excellent compared with other $60 organizations. With lower dollar joins, this $40 figure will decline. Online joins are giving $93 over the same $20 $0 period. However, Canvass joins only give an additional $19 over the same five years. Yr 1 Yr 2 Yr 3 Yr 4 Yr 5 FY05 FY06 FY07 FY08 FY09 FY10 Industry Ranges ##bridgeconf 5-yr donor value: $44-83 CBF: $96

22. Canvass members made up a significant portion of new joins and will need to be replaced. 35,000 $80 30,000 $70 $60 25,000 $50 20,000 $40 15,000 $30 10,000 $20 5,000 $10 0 $0 FY04 FY05 FY06 FY07 FY08 FY09 FY10 FY11 DM New Joins Canvass Joins Web Joins First DM Gift First Canvass Gift First Web Gift ##bridgeconf

23. In the pursuit of a larger membership file, CBF acquired a higher percentage of low dollar donors Members 100% 80% 60% 40% 20% 0% FY05 FY06 FY07 FY08 FY09 FY10 FY11