monthly giving programs: slides from donordigital & no kid hungry for the 2015 nonprofit...

Jeanne Horne, Share Our Strength Wendy Marinaccio Husman, Donordigital

#15NTCplayitagain #15NTC

March 4, 2015

Play It Again, SamMonthly Giving Programs for

Sustaining Donations ‘As Time Goes By’

@nokidhungry @donordigital @wendymarinaccio

Here’s lookin’ at you, kid Collaborative notes: http://po.st/bKNprK #15NTCplayitagain


Share Our Strength Jeanne Horne Senior Manager, Digital Communications Share Our Strength

P  200 employees, HQ in DC

P  No Kid Hungry is ending childhood hunger in America

P  Feeding kids where they live, learn and play


Donordigital Wendy Marinaccio HusmanSenior Account Executive Donordigital P  Integrated, multi-channel strategy P  High-level and granular analysis P  Full copywriting and design creative service P  Production and management services


Why Monthly Giving Rules! ¨  Revenue you can count on ¨  Efforts compound over time ¨  Increase donor lifetime value ¨  No need to renew ¨  Planned giving prospect pool ¨  Donor preference to “set it & forget it”


Monthly Giving


Components of A Program

¨ Recruitment ¨ Upgrades ¨ Re-engagement

¨ Retention ¨ Tracking ¨ Testing


The Hunger Core History 2011 & prior Launch to $10,000/month Under 500 members Add checkbox on donation form 2012 Added program name and logo Hunger Hits Home (Food Network) Added donor benefits

2013 Added monthly ask to renewal campaign Monthly donor upsell light-box Targeted “Blitz” campaign Monthly Donor Task Force formed 2014 Online advertising campaign Repeated the Blitz campaign More frequent asks


Recruitment


Organic monthly gifts


Website Promotion


Monthly giving upsell lightbox


New Donor Welcome Series


Sustainer “BLITZ” campaign Components: Goal, deadline & thermometer Email series Direct mail piece Tele-funding Integrated emails Online advertising/paid search Home page lightbox

Donation form testing Upsell lightbox E-Miles donor acquisition Premium/Incentive Segmentation w/ targeted asks

Join, re-join, upgrade Different ask string


Online Advertising Campaign


Appeal Emails


In the mail ¨  Current donors

¤  Mailed appeal – on the response form (organic) ¤  Mailed appeal – dedicated sustainer ask ¤  Monthly newsletter bangtail ¤  Welcome package to new donors


Telefunding ¨  Phones are the #1 offline recruitment channel ¨  Target audiences

¤ Get people on the phone as soon as they make a gift; convert right away

¤ Donors HPC $25-99 with 2+ gifts ¨  Email in support of the ask


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Monthly Gi3s New Monthly Gi3s

New Monthly Donations


Upgrades


3 Rules of Asking for More

¨  Just follow the rules 1.  Specific upgrade amount 2.  Process to avoid duplicating monthly gift 3.  Get the data right


Ask for more


Retention


Retention ¨  Stewardship

¤ Acknowledgement & receipts ¤ Donor benefits ¤  Talk to sustainers like you know them ¤ Segment/suppress correctly

¨  Stop loss ¤ Keep credit cards current ¤  Telefunding


Acknowledgements & Benefits


Communications Calendar


Stop-loss ¨  Credit card expiration

¤  Donor services number easily accessible ¤  Staff member check for expired cards ¤  Triggered email series for upcoming expirations ¤  Website forms ¤  Mail ¤  Phone

¨  Other card issues ¤  Similar strategies for lost or stolen cards


Donor services


Re-engage Lapsed Donors


We want you back ¨  Re-join attempts

¤  Triggered email series ¤ Annual receipt with lapsed member postcard ¤  Telefund ¤  Track re-acquired donors

¨  Back in the regular communications flow ¤ Email and mail mentions they are a former monthly

donor ¤ Online ads


Triggered email series


Metrics & Tracking


Metrics to Track

2013 Monthly Donor Blitz ¨  Upgraded Donors: 24 ¨  New Monthly Gifts: 369 ¨  Avg. Gift: $22 ¨  Avg. Total Giving: $198.99 ¨  Total Revenue: $73,429 ¨  Avg. Duration (months): 8.48

2014 Holiday Campaign

¨  Upgraded Donors: 0 ¨  New Monthly Gifts: 425 ¨  Avg. Gift: $31.97 ¨  Avg. Total Giving: $463.18 ¨  Total Revenue: $196,8514 ¨  Avg. Duration (months): 14.36


2013 Online Giving

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One Time Sustainer


Test, Test, Test


MonthlyDonation Page


Before & After


Use our calculator when testing

¨  Ensure your tests have a statistically significant response

¨  90% confidence indicates a 10% chance the result is not significant; best to be at 95%+

¨  http://malwarwick.com/response-significance-calculator/


Sustainer Revenue Growth Over Time

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Dec-‐10 Jun-‐11 Dec-‐11 Jun-‐12 Dec-‐12 Jun-‐13 Dec-‐13 Jun-‐14 Dec-‐14


Take-Aways for large programs

¨  Spend as much time on retention and stop-loss as on recruitment

¨  Ask current monthly donors to upgrade ¨  Integrate your fundraising across channels


Take-aways for small programs ¨  Improve best practices throughout your

fundraising ¨  Create a dedicated monthly giving donation

form ¨  Ensure processes/staff resources are in place ¨  Keep a long view


Questions?

We’ll always have Austin, TX… …but you can call us anytime!

Wendy Marinaccio Husman Jeanne Horne [email protected] [email protected] (510) 473-0366 (202) 649-4341 www.donordigital.com www.nokidhungry.org @donordigital @nokidhungry @wendymarinaccio Collaborative notes: http://po.st/bKNprK Session evaluation: https://www.surveymonkey.com/s/15NTCSessionEval?c=1445

monthly giving programs: slides from donordigital & no kid hungry for the 2015 nonprofit...

Marketing

renewal campaignmonthly

blitz campaignmore

mail current donors

new donors

donors hpc

strength p

childhood hunger

gifts email