Direct Marketing 201Direct Marketing 201

Monthly GivingPRESENTED BY:

A.J. Minogue – ASPCASteve Kehrli - PETA

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• Founded in 1866, oldest animal welfare organization in the US

• Mission: To provide effective means for the prevention of cruelty to animals throughout the United States – Rescue animals from abuse– Disaster response– Pass humane laws – Distribute resources

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• Founded in 1980, largest animal rights organization

• Animals are not ours to eat, wear, experiment on, or use for entertainment

• Highlights animal abuse through public education, cruelty investigations, research, animal rescue, legislation, special events, celebrity involvement, and protest campaigns

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Monthly Giving (or sometimes referred to as regular, sustainer, committed, etc..)

• What is it? • When is it time?• Why the importance?• How do you get it going?

Building a strong program takes time, patience, and continued investment.

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Fundamentals

• Recruit by using all your channels• Cultivate with no strings attached• Retain by watching your declines• Upgrade in any way you can

Always analyze results and be flexible!

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ASPCA Guardian File Mix

September 2012 example

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ASPCA Guardian File Mix

• Guardian Revenue builds prior years • The largest amount of revenue from our current

Guardians is generated from the 2008 DRTV joins

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ASPCA DRTV Acquisitionhttp://vimeopro.com/eaglecom/ecufte2004

http://vimeo.com/eaglecom/review/66122934/1cafc1df5a

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ASPCA Online “Organic” Acquisition

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ASPCA Online Paid Acquisition

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Online Acquisition Projection

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Prospects for Monthly Giving

Time is money!

Make it the standard option.

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Messaging

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Treatment

• Have A+ donor service and let them know you’re there to help

• Call your donors to just say “thanks,” with no strings

• Let your donors know how exactly their gift is helping, with no asks attached

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Fulfillment Management

• Monthly Statements• Declines• Recycling • Stop-Loss Program• Upgrade• Cross-sell

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Recapture & More

• Get’em Like You Got’em• Pre-Lapse Calling• Planned Giving• Events• Did I say “upgrade”

yet?

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ASPCA KPI’s• Decline Rate of auto-existing file• CPMD• CPNMD• ROI & LTV @12, 24, 36• Monthly Activation Rates by Inception Channel• Guardian Forecast Model– New– 1st Year– 2+ Years– Payment Type

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Recap!• Recruit by using all your channels• Cultivate with no strings attached• Retain by watching your declines• Upgrade in any way you can

Always analyze results and be flexible!

Steve Kehrli A.J. Minoguestevek@petaf.org aj.minogue@aspca.org