mid-level donor stewardship and cultivation
TRANSCRIPT
Digital Stewardship and Cultivation: Moving Donors Up the Ladder Online
PRESENTED BY: SALLY HEAVEN, SENIOR CLIENT SUCCESS LEAD, [email protected]
ADVA PRISO, MANAGER, ONLINE MARKETING, WORLD WILDLIFE [email protected] / @advapriso
MARK ROVNER, FOUNDER AND PRINCIPAL, SEA CHANGE [email protected] / www.seachangestrategies.com
We all do better when we all
do better #bbcon
About BlackbaudAbout Blackbaud
www.blackbaud.com
For the past 30 years, we have been developing software
and services for nonprofits. It’s a great market to work in, and
we are immensely proud that our expertise is helping our
29,000+ customers accomplish their missions. They serve as
a constant source of inspiration to us, and give purpose to
our work.
Mid-Level Giving – What Is It?
WHAT ISN’T IT?
• It’s not annual giving
• It’s not major giving
$10,000
$1,000
Mid-Level Giving
• An anecdote
• Culture clash?
• Value proposition
www.seachange.com/missing-middle
Major Giving and Direct Marketing
SUCCESSFUL MID-LEVEL GIVING PROGRAMS COMBINE
• The analytics and scalability of direct marketing
• The stewardship of major giving
• The best practices of sustainer programs
Growth
• Luminate Online Benchmark Report
• Sustainer revenue grew 18%
• Average sustainer gift size grew 1.21%
• Number of sustainer gifts grew 15%
World Wildlife Fund’s
Digital Mid-Level Donor Program
8 #bbcon
About World Wildlife Fund
9 #bbcon
Partners in Conservation
• $1,000-$24,999 level donors
10 #bbcon
Unprecedented Online Growth
11 #bbcon
65%
124%
271%
Overall $1000+ $84+/Mth Sustainers Renewals
Partners Digital Revenue % Increase FY12 to FY15
Three Keys to Program Success
6 #bbcon
© Shutterstock
#1: Long Term Investment
• Model fundraising strategy on Lifetime Values with Bequest potential of a
donor
13 #bbcon
60%
40%
$25k+ Rest
70%
30%
$10k-$24k Rest
75%
25%
$1k-$9k Rest
% of Donors with First Gift <$1000
#2: Collaboration
© Steve Morello / WWF-Canon
#3: Personalized Experience
• Segment and conditionalize fundraising
and stewardship emails:
• Message donor groups uniquely
• New/Active/Lapsed Renewals
• Custom ask strings
• Ask often!
#3: Personalized Experience
• Integrated web presence:
• Include high value program
• Use cookies
• Custom URLS for direct mail
What’s Next?
10 #bbcon
© Martin Harvey / WWF-Canon
No More ExcusesTen Affordable Ways to Cultivate and Steward
Middle Donors
MARK ROVNER, SEA CHANGE STRATEGIES
TWO WORDS OF CAUTION
ONE:Higher dollar, lower tech.
TWO:
Your job is to make them feel good,
not to stuff their heads with
information.
1. Give them your card.
2. Pick up the damn phone!
3. [Gulp] Hand write a note.
4. Share your clips
5. Host a virtual get-together
“By having this forum, we have been
made to feel like our opinions matter
and we are helping to create
something--so in the end, are even
more involved. Nice job!”
6. Do a Telephone Town Hall
Outgoing Phone Call +
Radio Call In Show +
Conference Call +
Data-rich interactive conversation
Another happy customer
“Earlier tonight I listened to Erica, Eric
and the Q&A on the call, which I
received “cold”…This motivated me to
donate monthly… and brought me up
to speed on all the wonderful work
you’ve done with our donations.”
7. Bust a silo (like Sierra Club)
8. Close your mouth and open your ears
9. Give them candy
10. Show them you know them
