state of the regular donation 2015
TRANSCRIPT
The State of the Regular Giving Donation
Fiona McPhee
The things that are making regular giving programs
flourish
The result of me being nosey
Who are these regular givers?
New RG Recruits - by year and channel
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Recr
uits
Direct Mail Face to Face Media Online Other Phone
Two Distinct Groups
Silent (1925-1945)
Boomers (1946-1964)
The sandwich generation
The love generation
The Depression generation The me generation
The Beat generation
Trailing-edge boomers
The beatniks The hippies
The lost generation Breakthrough generation
Boomers:•Grew up with a placid childhood which inspired their revolution•In the 60’s they had goals of freedom, idealism, self expression and being socially conscious. •By the 80’s they had jobs, families and were becoming demanding consumers. •Today they have come to grips with an ethnically diverse world, their mid-life crisis, are feeling nostalgic.
Silent:•Financial insecurity meant people had fewer children – so it was a smaller generation•As children they worked very hard and kept quiet•They grew up in conditions complicated by war and economic depression•This increased their need for achievement, power and status
Generation X (1964-1979)
Generation M (Y) (1980-2000)
Slackers Google generation
The twenty/thirty somethings
The MySpace generation
The generation after The MyPod generation
Leading-edge boomers iGeneration
The gap generation The corporation generation
Gen X:•Grew up in the 80’s with economic strain, AIDS, divorce & working mums•They were also the first true tech generation•In the 90’s they created You Tube & My Space for the next generation to use •Dealt with the inheritance of racial strife, homelessness•They mistrust institutions, reject rules, dislike authority but know how to work together
Gen Y:•Bought up as the most child centric generation•Highly tech literate•Used to being in a tribe/group •Juggle multiple interests all the time.
Classic Mail responsiveLess likely to moveLikely to give additional gifts via DM or TMMore likely to leave a bequestAttrition: 5% - 50% in Yr 1
Newbies Phone responsiveHighly mobileTech savvyWill upgrade but less likely to make additional gifts in traditional waysAttrition: 30% - 58% in Yr 1
Non-Face-to-Face Average Gift: $21.12 Average Gift Range: $14 to $50Year 1 Attrition: 29%Year 1 Attrition Range: 11% to 50%Year 2 Attrition: 16%Year 3 Attrition: 10%
Face-to-Face Average gift: $21.67 Average Gift Range: $15 to $30Year 1 Attrition: 44%Year 1 Attrition Range: 30% to 58%Year 2 Attrition: 18%Year 3 Attrition: 9%
Cash Converts Average gift: $13Average Gift Range: $10 - 20Year 1 Attrition: 25%Year 1 Attrition Range: 5% - 34%Year 2 Attrition: 10%Year 3 Attrition: 5%
Phone / Lead Conversion (Aus)
Average gift: $ $20.34Average Gift Range: $12 - $27Year 1 Attrition: 35%Year 1 Attrition Range: 12% - 55%Year 2 Attrition: 18%Year 3 Attrition: 10%
It’s not just about the Regular Gifts they make
It’s not just about the Regular Gifts they make
Regular Giving Pledge BQ rate - by recruitment channel
0%
1%
2%
Dire
ct M
ail
Oth
er
Med
ia
Phon
e
Onl
ine
Face
to F
ace
Confi
rmed
Beq
uest
Rat
e
Conf BQ Penetration Active Regular Givers
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Activ
e RG
Don
ors
It’s not just about the Regular Gifts they make
It’s not just about the Regular Gifts they make
LONG RANGE BUDGET & PLAN
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5,000
10,000
15,000
20,000
25,000
30,000
35,000
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45,000
50,000
2005 2006 2007 2008 2009 2010 2011 2012
Cash Regular GiftPFBM10_Analysis_ALL_v2.xlsm
Reduction in acquisition volumes over time.
23
$0
$2
$4
$6
$8
$10
$12
$14
$16
$18
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Mill
ions
Cash Regular GiftPFBM10WWF_AU_IncomeSummary_v4.x lsm
The consequences of this reduction in acquisition can be seen in 2008 - 2010, but WWF
kept some activities going.
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2,000
4,000
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Cash Regular GiftPFBM10_Analysis_ALL_v2.xlsm
CCIA was more vulnerable – smaller, with a newer program than WWF or Oxfam, the reduction in acquisition…
$0.0
$0.5
$1.0
$1.5
$2.0
$2.5
$3.0
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Mill
ions
Cash Regular GiftPFBM10CCIA_IncomeSummary_v4.xlsm
Investe
d in
acquis
ition &
RG
Reduced investment in
acq
Inves
ted in
acquis
ition
…. Had a much more profound impact on the bottom line. An older program like WWF’s would be more resilient to a couple of years reduced acquisition
BACK END
Decline Management
DIGITAL
Online
Critical factors
1. Proposition, proposition, proposition2. Getting the landing page righthttps://www.youtube.com/watch?v=n18L-Ns57FI
1. Planning to run long-term campaigns
1. 6 week trial might give you your proof of concept
2. 6 months will give you insight
ON BOARDING
Priority - Phase 1 Priority - Phase 1 Priority - Phase 1 Priority - Phase 1 Priority - Phase 1 Priority - Phase 1MANDATORY MANDATORY MANDATORY MANDATORY MANDATORY MANDATORY
Stage SIGNUP WELCOME JOURNEY
Communication title Thank you and welcome email Supporter Details Leadership Thank You Mission moment Get involved Introductory eNews
Communication # Timeframe 0 Day 3 Day 5 Week 3 Week 6 Week 13Channel/s Email Email Email (video) Email (picture/video) Email
Overview Instant recognition of action taken and welcome
Delivering high quality supporter service and care
Personal and heartfelt thank you from leadership
Child voice focused story to generate emotional reward
Cross-promote other actions to take in support of mission
Transition to ongoing supporter communications
Donor response objective
Real-time acknowledgement of action takenValidation of successful transaction and sign-upExperience emotional reward for action taken
Positive supporter service experienceEstablish relationship and trustOvercome remorse and cognitive dissonance
Shared values, beliefs and mission to make a differenceRecreate original emotional connectionReinforce donation impact
Reinforce donation impact via focus on a single childDemonstrate effectivenessBuild donor-beneficiary connectionReinforce organisational trust
Increase understanding of organisation and activitiesInspire to take additional steps to support
Understand the ongoing communications and how they'll be kept updated and informed
Organisational objective
Easy, seamless and engaging sign-up experienceCreate great first impressionStart relationshipReinforce product name and proposition
Friendly and and efficient supporter servicesIntroduce main contact and offer proxy contactsOpen-up two way communications
Drive self-identity belief through product and brand positioningBuild relationship through shared values and missionEstablish 'voice' of organisation
Reinforce product and key beneficiary group/sDemonstrate donation 'at work'
Deepen relationshipIncrease # supporters engaged in multiple actions
Set clear expectations for supportersIncrease eNews open rates and engagement
How should Donor feel? Acknowledged, Excited, Enthusiastic Valued, Respected Affinity, Appreciated, Proud,
Gratified of self worth Powerful, Uplifted, Inspired to do more Informed, Appreciated
Prominent Value(s) expressed Passion, Optimism Respect, Responsibility Trust, Determination Achievement Effective Impactful; Expert;
Appreciative
Case Study / Story N/AVideo reel showcase of 'children in crisis' being helped
Case study - TBC N/A
Signatory Supporter Services Supporter Services CEO CEO Supporter Services Supporter Services
ONGOING COMMUNICATIONS
Low Value – sub $10
• There is no evidence that sending anything to low value (Sub $10 per month) regular givers is worthwhile• Test it
• Try to upgrade (test)• Tax Receipt Donor Care
Mid to High Value
•Common practice is something every month•Multi channel•Planned story – that’s about the donor NOT you•Includes other support and interaction opportunities:
•Upgrade•Cash•Survey / feedback / comment•Advocacy
•Tax Receipt Donor Care
1. Always thank for the RG 1. Reinforce the proposition / impact the
donor is having
2. Recognise the RG relationships before suggesting more opportunities
UPGRADE
Five year range: 45% to 0%In Australia its 80% to 5%
Best in class has 80% of all 5 year plus recruits
upgraded
Average is 40%
REACTIVATION
ANALYSIS
The data is fixed to only look at recruits that were recruited at least 1 year prior to 01-April-2012
Channel Agency Year Payment Type Gender Value Age
1 5 9 5 4 8 13 Total Attempted Calls 36,726 Donors Lost 5,211 Ave Fst Amt $36.60Sub Type 4 Outcome 2 Contact No 1 Ave Upg Amt $10.01
Select the variables from the drop down menus
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0 1 2 3 4 5 6 7 8 9 10 11 12
Num
ber o
f Don
ors
Payments before attrition
(ALL) attrition (ALL) numbers
1.3%2.3%
3.5%4.7%
5.8%6.9%
8.0%9.1%
10.2%11.3%
12.3%13.3%
14.2%
0%
2%
4%
6%
8%
10%
12%
14%
16%
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Cum
ulati
ve a
ttriti
on %
Payments before attrition
Cumulative (ALL) attrition (ALL)
1.3%
1.1% 1.1%1.2%
1.1%1.1%
1.2%1.1%
1.0%1.1%
1.0% 1.0%0.9%
0%
0%
0%
1%
1%
1%
1%
1%
0 1 2 3 4 5 6 7 8 9 10 11 12
Attriti
on %
Payments before attrition
(ALL) attrition (ALL)
$0
$1,000,000
$2,000,000
$3,000,000
$4,000,000
$3,262,819
Upgrade Income
$0
$50
$100
$89
Year1 Upgrade Income per donor
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2
4
6
8
5.8
Ave payments pre attrition
$9
$10
$11
$12
1 2 3 4 5 6 7 8 9 10 11 12Ave upgrade amt by payments
CUSTOMER SERVICE
