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2012 Nationwide Rescue Mission Donor Performance

Benchmark Study

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Methodology• The Donor Performance Analysis examines giving from all donors from

2006 through 2011.• Donors who have given a single gift of $10,000 or more have been

removed along with all of their gifts. • The benchmark statistics are derived from the giving data of 13

missions nationwide, consisting of 471,000 donors and their 2.5 million gifts.

• In this report, benchmarks for number of donors, number of gifts and total dollar amounts are median values, using the data from these 13 missions.

• Statistics for average gift size, frequency, donor giving quality and renewal proportions are calculated using these median values.

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Trends in Number of Donors

• Donor Files grew from 2008 to 2010 and only in 2011 began to dip.• 2nd Year New Donors also showed growth in all 4 years.• Inactive/Lapsed Donor segments increased slightly (not surprisingly)

but so also did the corresponding 2nd Year Reactivated Donors.

0

4,000

8,000

12,000

16,000

20,000

2008 2009 2010 2011New Donors 2nd Year New Donors Multi-Year Donors Inactive/Lapsed Donors 2nd Year Reactivated Donors

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Trends in Total Income

• Income has grown steadily from 2008 with 2011 posting significant gains in the Multi-Year and Inactive/Lapsed Donor segments.

• New Donor income is down in 2011 which corresponds to NDA pull backs and lower returns from NDA.

$0

$500,000

$1,000,000

$1,500,000

$2,000,000

2008 2009 2010 2011New Donors 2nd Year New Donors Multi-Year Donors Inactive/Lapsed Donors 2nd Year Reactivated Donors

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Trends in Average Gift Size

• Even while NDA slowed in 2011, the New Donors acquired show signs of being some of the best in terms of gift size, equal to Multi-Year Donors (which is often the result tighter list selections).

• After taking a dip in 2010, Multi-Year Donors show signs of increase.• With increased Inactive/Lapsed Donors strategies, reactivation

increases but average gifts are down slightly in 2011.

$0

$25

$50

$75

2008 2009 2010 2011New Donors Multi-Year Donors Inactive/Lapsed Donors

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Active Donor Trends

• Encouraging trends, even while the number of New Donors giving leveled in 2011, the total number of gifts is up 29% for the four years.

• Donor Giving Quality is up 17% to its highest level of $121 and is mostly due to increases in the number of gifts given per donor.

Donor Status Beginning of Year % ChgDonors giving less than $10,000 CY2008 CY2009 CY2010 CY2011 '08-'11

Number Giving This Year 13,883 14,880 15,555 15,421 11%Number of Gifts 26,758 29,397 33,570 34,648 29%Value of Gifts $1,432,059 $1,452,094 $1,676,064 $1,859,474 30%Average Number of Gifts Per Donor 1.9 2.0 2.2 2.2 17%Average Gift Size $54 $49 $50 $54 0%Annual Giving Per Donor $103 $98 $108 $121 17%

Active Donors (Gave last 0-12 Months)

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Multi-Year Donor Trends

• Multi-Year Donors are the engine of the donor file. Here again, there’s been some leveling off and even a 6% dip in renewal rate.

• However, the number of gifts per donor and improving average gift combined for the best Multi-Year Donor Giving Quality.

• A 72% renewal rate translates into a 28% attrition which should be addressed with additional renewal and pre-lapsed strategies.

Donor Status Beginning of Year % ChgDonors giving less than $10,000 CY2008 CY2009 CY2010 CY2011 '08-'11

Number at the Beginning of Year 8,291 8,632 9,806 9,893 19%Number Renewing This Year 6,336 6,583 7,369 7,076 12%Percent Renewing This Year 76% 76% 75% 72% -6%Number of Gifts 16,545 17,875 22,069 22,496 36%Value of Gifts $959,934 $981,400 $1,088,865 $1,235,325 29%Average Number of Gifts Per Donor 2.6 2.7 3.0 3.2 22%Average Gift Size $58 $55 $49 $55 -5%Annual Giving Per Donor $152 $149 $148 $175 15%

Multi-Year Donors (Gave Last 2+ Years)

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New Donor Acquisition Trends

• Like the other donor segments, New Donor Giving Quality is up to its highest levels at $65.

• Number of gifts per donor at 1.2 is also improving.• However, 2011 proved to be a challenging year for NDA response.

Donor Status Beginning of Year % ChgDonors giving less than $10,000 CY2008 CY2009 CY2010 CY2011 '08-'11

Number Acquired This Year 2,994 3,098 3,107 2,532 -15%Number of Gifts 3,327 3,537 3,502 2,969 -11%Value of Gifts $145,733 $154,618 $185,071 $163,810 12%Average Number of Gifts Per Donor 1.1 1.1 1.1 1.2 6%Average Gift Size $44 $44 $53 $55 26%Annual Giving Per Donor $49 $50 $60 $65 33%

New Donors (First Gift This Year)

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Inactive and Lapsed Donor Trends

• With NDA challenges, due mostly to the prolonged recession, we’ve taken a more aggressive approach to Inactive and Lapsed Donor reactivation and this is borne out in the increasing result trends.

• The number of gifts per Inactive and Lapsed Donor is strong at 1.3 and improving (better than NDA 1.2).

Donor Status Beginning of Year % ChgDonors giving less than $10,000 CY2008 CY2009 CY2010 CY2011 '08-'11

Number at the Beginning of Year 13,637 14,303 16,852 18,875 38%Number Renewing This Year 2,316 2,596 2,696 3,185 38%Percent Renewing This Year* 28% 24% 29% 28% -1%Number of Gifts 2,865 3,209 3,463 4,266 49%Value of Gifts $118,726 $129,956 $172,363 $187,917 58%Average Number of Gifts Per Donor 1.2 1.2 1.3 1.3 8%Average Gift Size $41 $40 $50 $44 6%Annual Giving Per Donor $51 $50 $64 $59 15%

Inactive & Lapsed Donors (No Gift Last Year, Given Previously)

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Most Recent Gift Summary

• On average, donors are giving every 15 months, consistently. • The average gift is steadily increasing to its highest levels in 2011.• The Inactive and Lapsed Donor segments are growing as the file is

aging.• Therefore, NDA, Inactive and Lapsed Donor reactivation remains a

must.

CY2009 CY2010 CY2011Trend in Size of Most Recent Gift $66.50 $68.46 $71.03Trend in Average Recency of Donor File (in Months) 15 15 15

CY2009 CY2010 CY2011Recency Segments 0-12 Months Recent 60% 59% 57%(% of total donors, 0-48 months) 13-24 Months Recent 18% 19% 19%

25-36 Months Recent 12% 12% 14%37-48 Months Recent 10% 10% 10%

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Annual Cumulative Giving

• The $100 donor segment gives the larges percent (by far) annually.• We should look for ways to increase the $500 and $1000 donor

segments by upgrading $100 donors.

Percentage of Donors & IncomePer Annual Cumulative Giving Segment

0%

10%

20%

30%

40%

50%

$5-$9 $10-$14 $15-$24 $25-$49 $50-$99 $100-$499 $500-$999 $1,000+

Percent of Donors Percent of Income

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Donor Movement Trend Analysis

• We lost a little ground within the No Gift category.• Consistent, steady performance among the proportions of those giving

the same amount and those who upgrade their giving.

We cut those downgrading to

their lowest levels

33% 31% 33% 35%

28% 26% 27% 25%

6% 8% 9% 7%

33% 35% 32% 32%

0%

20%

40%

60%

80%

100%

2008 2009 2010 2011

Perc

ent o

f Don

ors

No Gift Downgrades Same Upgrades

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Long Term Value Trending Report

• The median 5-year value for Brewer Rescue Missions is $237.• LT Value of first-year donors has improved from $87 to $92.

Year Acquired Second Year Third Year Fourth Year Fifth YearCY2006 2006 2007 2008 2009 2010# Acquired / % Renewed 2,331 41% 37% 33% 28%Gifts to Date 4,282 6,068 7,745 9,240 10,581LT Revenue to Date $202,055 $290,945 $379,532 $464,096 $551,950LT Gifts per Donor 1.8 2.6 3.3 4.0 4.5LT Value Per Donor $87 $125 $163 $199 $237

CY2007 2007 2008 2009 2010# Acquired / % Renewed 2,195 36% 33% 34%Gifts to Date 4,095 6,111 7,962 9,610LT Revenue to Date $213,066 $315,688 $406,305 $490,536LT Gifts per Donor 1.9 2.8 3.6 4.4LT Value Per Donor $97 $144 $185 $223

CY2008 2008 2009 2010# Acquired / % Renewed 2,995 38% 34%Gifts to Date 5,532 8,100 10,443LT Revenue to Date $233,296 $334,383 $431,040LT Gifts per Donor 1.8 2.7 3.5LT Value Per Donor $78 $112 $144

CY2009 2009 2010# Acquired / % Renewed 3,099 38%Gifts to Date 6,017 8,719LT Revenue to Date $248,074 $379,485LT Gifts per Donor 1.9 2.8LT Value Per Donor $80 $122

CY2010 2010# Acquired / % Renewed 3,111Gifts to Date 5,672LT Revenue to Date $286,249LT Gifts per Donor 1.8LT Value Per Donor $92