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TRANSCRIPT
True Tales of Telemarketing:What We’ve Learned
Katinka Partridge, Response Fundraising Manager, PETA Foundation Shira Mitchell, Senior Manager, Direct Response Marketing, Special OlympicsAndrew Laudano, Vice President, Fundraising, LW Robbins
Welcome to Our Session!Introductions to Your Presenters:
Katinka PartridgeResponse Fundraising Manager PETA Foundation
Shira MitchellSenior Manager, Direct Response MarketingSpecial Olympics
Andrew Laudano, Vice President, FundraisingLW Robbins
Here’s what we’ll cover today• How telemarketing works in integrated, cross-
channel programs and campaigns• Integrated telemarketing strategies for:
– Monthly giving programs: inviting, retaining,cultivating and upgrading sustainers
– Donor retention – thank you calls, XXX, XXX– Lapsed Reactivation
• Lots of examples – including tests and results!
Let’s get started!
• Founded in 1980
WHO ARE WE?
• The largest animal rights organization in the world
• Animals are not ours to eat, wear, experiment on,use for entertainment, or abuse in any other way
• Work through public education, cruelty investigations, research, animal rescue, legislation, celebrity involvement, protest campaigns, and special events
The fundamentals of a healthysustainer program – what we
do:
• Recruit by using all channels
• Retain by monitoring declines
• Cultivate with no strings attached
• Upgrade in every way possible
This is The Gronz. Our fundraising office dog extraordinaire. He has been upgraded to the window with the afternoon sun.
How many monthly donorsdo we have?
13% increase in totalsustainers sinceMay-13.
PayPal sustainers have increased by 115% since May-13.
The “Investigations & Rescue Fund”
– the I&R Fund
• Supports all PETA’s efforts to investigate and exposecruelty and push for prosecution of abusers
• We ask donors to become monthly supporters of theI&R Fund
• We send out monthly updates in the mail and onlinetalking about the animals their support have helped
Monthly Donor Update Email
PETA has a strong and constant
focus on growing the monthlysustainer program
How do we approach it?
Monthly Sustainer Strategy• New single gift donors get a welcome letter
with a membership card and a sustainer ask
• “Make this gift monthly” check boxes areincluded on all direct mail reply forms
• Email appeals with sustainer only asks andupgrade asks
• Up-sell pop up boxes on our online donation pages asking donors to make their gift monthly
Upsell Pop Up Box on Donation Page
Monthly Sustainer Strategy
• Telefundraising program inviting recent donors to become monthly givers
• Telefundraising upgrade program, asking current sustainers to upgrade their monthly amount
PETA’s rolling telefundraising
sustainer invite program
Who?– New donors 0-3 months– Just renewed donors 0-3 months– Lapsed sustainers
When?– Quarterly
Why?– New/renewed donors: that’s the time
frame when they are the most into us - we just inspired them to give
The Gronz is totally into us!
– Lapsed sustainers: people often lapse without realizing it and we are catching the ones that didn’t
How we ask for it – the control script
This is Shelly – a rescue bunny. She’s about to dig into her control greens.
Control Script: First ask
Control Script: Second ask
Control Script: Third ask
Most Recent Campaign Results
August 2013 :
• Qty called: 5,846• Response rate
(pledged): 9.2%• Avg monthly gift: $14.34• Credit card rate: 22.3%• Cost/contact: $4.38• Fulfillment rate: 25%• 12 month value: $25,181
November 2013 :
• Qty called: 5,345• Response rate
(pledged): 8.5%• Avg monthly gift: $14.91• Credit card rate: 27.9%• Cost/contact: $4.56• Fulfillment rate: 53%• 12 month value: $50,201
How we also ask for it – test scripts
Luna is a rescued pit-bull. She’s testing out her dog sitter’s couch.
Test Script: First ask
Monthly Giving TM Test Results
Global Fur Trade Control vs. Meat Industry Cruelty Test
Test Date
Script Theme
Completed Calls
Monthly Response Rate
Monthly Dollars Pledged
Monthly Average Gift
Monthly Credit Card Rate
10.13.13-10.17.13
Global Fur Trade
429 11.01% $788 $16.77 23.4%
11.13.13-11.17.13
Meat Industry Cruelty
439 7.97% $385 $11.00 25.7%
Control Beats Meat Industry Cruelty Test
Monthly Giving TM Test Results
Global Fur Trade Control vs. Ingrid Newkirk Test
Test Date
Script Theme
Completed Calls
Monthly Response Rate
Monthly Dollars Pledged
Monthly Average Gift
Monthly Credit Card Rate
12.18.13-12.31.13
Global Fur Trade
609 7.39% $692 $15.38 37.8%
12.18.13-12.18.13
Ingrid Newkirk
597 10.05% $989 $16.48 26.7%
Ingrid Newkirk Test Beats Control
Monthly Giving TM Test Findings• Scripts with fur theme resonate with donors
• A “personal” message from the President resonated well with donors – this approach beat the fur control script
• Donors like to hear about the changes their gifts have made possible
• Have something tangible that their money is going towards
• Always include a call to action showing help is stillneeded
Credit card ask test
Test Date
Script Theme
Completed Calls
Monthly Response Rate
Monthly Dollars Pledged
Monthly Average Gift
Monthly Credit Card Rate
8.29.13-9.05.13
GlobalFur Trade
630 8.73% $768 $13.96 16.4%
8.29.13-9.05.13
On Your Credit
Card
662
$870
24.6%
rn'-"o' ...APooplo forthe Ethical Treatment of Animals
1""5-01 Hu"l St.. No.folk. VA 23510
Thµiks f or tdkt'ntj to me!-- Rotj
rnLot .,".A"Poople forthe Ethic•I Treatment of Animals
SOl Front St, Norfollc:, VA 23510
Thi:UlKS for faiki119 to mel-- Ro'f
Ms.Veronica Bielewicz 14 Acton Street
Fulfillment "AutoPen" Outer Envelope Test
Fulfillment “AutoPen”Outer Envelope Test Results
Sustainer Test
One Time Response Rate
One Time Average Gift
Percent One Time FF Pieces
Percent One TimeFF Dollars
Laser Control 7.99% $26.00 65.75% 70.05%
AutoPen “Handwriting” Test
8.72% $30.66 65.20% 83.71%
Follow Up Email Test
• Save on fulfillment cost
• Nudge a “maybe” into an actual gift
• Connect with donors you didn’t get on the phone
• Reach donors who requested not to be called againwith an ask
Who receives follow up emails?
• Pledgers• Hedgers• No thank you• Bad phone number• Do Not Call File adds
Follow Up Email Test
Follow Up Email Landing Page
Other things we are doing
with telephones
• New telefundraising campaign– Asking 1st year renewals to become sustainers
• Sustainer joins: RR 3.7% and $12.33 AG• One time gifts: RR 15.8% and $19.64 AG
• Quarterly telephone townhalls– Sustainers, planned giving members, and high dollar
donors are invited to hear President Ingrid Newkirk speak about a recent investigation or victory
– Given the opportunity to ask questions live on the call
Take aways
• Invite – make it easy and painless to become a sustainer
• Retain – telefundraising is a perfect opportunity to connect with your supporters; pay attention to comments and respond quickly
• Cultivate – inform donors of what your programs haveaccomplished
• Upgrade – offer upgrade opportunities in all channels;don’t be afraid to ask and ask again
Thank you