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Individual GivingIt’s about the journey…not the product
Tom Duggan CFRE (Plan International Australia)Yani Ferdinandus (CanTeen)Scott Nicholson (Make-A-Wish)Louise Bonomi (Animals Australia)
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It’s about the journey….not the product
Refreshing and reviewing a tired RG program
Tom Duggan CFREHead of Individual Giving
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Background
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The Challenge
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The Challenge
Brand
Works with F2F
Better retention
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Identify Target
Audience
Create MVP
Test Listen and
LearnImprove
The Solution
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The Solution
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The Road Block
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Results
Third Gift Retention Rate F2F Cost Per Pledge
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Results
Brand
Works with F2F
Better retention
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Toolbox Take-outs
1. Know your criteria
2. Bring the whole team on board
3. Start with your audience
4. Pretend you know nothing
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It’s about the journey….not the product
Getting the foundation right is crucial
Yani FerdinandusHead of Individual Giving
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The journey so far...
• Telemarketing channel
• 1.4k supporters• 7% fundraising
income
• Face to Face channel
• 600 acquisition test
• 62k supporters• 75% fundraising
income
2006 2008 2018
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Never a dull moment.....
• Engagement starts from internal key stakeholders • Board, Execs, Members Advisory Council, Finance and All Staff
• Proposition• Recipient, Issue, Long term vision, Solution and Proof points
• Agency – “partners” • Due diligence, share accountabilities, transparency, long term plan• Communications strategy
• Internal Team • IG is part of the Marketing & Fundraising team. Direct Marketing, Major
Giving, Bequest and Supporter Care
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Never a dull moment.....
• Financial Model and reporting• 5 year forecast – understanding the numbers is key• Reporting: All key metrics, monthly performance dashboard, a bespoke
attrition report
• Technology, System and Processes• CRM database – communications and reporting• Processes- automated and structured
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Still never a dull moment.....
• Data driven communications strategy #testandlearn #supportercentric#trustsatisfactioncommitment
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Toolbox Take-outs
Key elements Description
Internal support Board and key stakeholders buy-in and approval
Proposition Give a reason for someone to commit to you on an ongoing basis
Agency partners “Partner” not “supplier”
Financial Model 5 year model
Reporting Data analytics -all key metrics. ROI, CPA, Monthly performance dashboard incl. comprehensive attrition report
Technology, Systems, Processes
CRM database, Automated and structured processes; e.g. Recurring payments, Declines process
Communications strategy
Simple, measurable, supporter centric, data driven and fits in the overall organisation communication strategy.
Team structure IG is part of the Marketing & Fundraising team. IG: Direct Marketing Acquisition,Retention, Bequest, Major Giving and Supporter Care Team. Shared KPIs
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It’s about the journey….not the product
Generating premium online leads without advocacy
Scott NicholsonNational Manager – Individual Giving
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It’s about the journey…not the product
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It’s about the journey…not the product
Results:
CTR – 1.0%
Conversion rate – 55.6%
Leads generated – 2,389
TM Conversion rate – 11.84%
Results:
CTR – 1.1%
Conversion rate – 41.2%
Leads generated – 1,034
TM Conversion rate – 7.58%
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It’s about the journey…not the product
Results:
CTR – 0.7%
Conversion rate – 14.8%
Leads generated – 17
RGs - 0
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Results:
• Leads – 9,934
• Contacts – 3,605 (37%)
• RGs – 359 (9.96%)
• Avg gift - $25.31
• CPA - $313
• 3 month attrition – 19.2%
• Cash gifts – 63
• Avg cash gift - $34.65
• Cash gift total - $2183
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The gift that keeps on giving….
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Toolbox Take-outs
1. Stats work!
2. Sign the form works as a CTA.
3. Good stories and imagery will work on any channel.
4. For us, landing page ads worked better than lead ads – both
generating leads and at conversion.
5. Maximise the leads.
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It’s about the journey….not the product
Don’t let them slip away!
Louise BonomiDirector of Development
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Why both with a retention journey?
• Investing in a retention program will save you thousands.
• We work too hard to acquire donors. Don’t let them slip through the cracks!
• $150-$300 to acquire a new donor vs $32 to save an existing one
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Why are they really leaving?Declining v’s active cancellations
• Qualitative data insights will help retention- collect all you can
REDUCE, SUSPEND, DON’T JUST CANCEL
• Suspend and implement automated reminders to restart gift
• Make sure suspensions and start-ups don’t warp your reporting
• Have a measure for recommencing or suspended so you can put value
on your retention campaign
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Reasons for active attrition
Offer 2 month suspension OR acquisition journey in 6-12 weeks.
6% Engage, determine length of travel, suspend and set future commencement date.
52%
Suspend for 9-12 months. Schedule a check in after 6 months
4%
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Suspend, schedule check in call in 2 months, bequest lead?
1%
2%
Acquisition journey W lower ask. Volunteer program?
Bequest lead/Bequest volunteer. Volunteer program2%
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Declining cards - Automated reactivation journey
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Declining cards - Online journey
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Declining cards
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Results
Letter Reactivations
1%
Phone -inbound
27%
Phone-outbound
12%SMS reactivations
1%
Self serve portal15%
Email via Auto Email 42%
Email via Lapsed
MD drive 2%
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Toolbox Take-outs
1. It’s easier and cheaper to retain existing donors, than acquiring new
ones.
2. Qualitative data insights will help retention – collect all you can.
3. Reduce, suspend, THEN cancel.
4. Know you declining codes!
5. Combine a mix of automated and offline contact points in your journey.
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Questions?