Acquisition workshop 2

Contact

LinkedIn, Sean Triner

Skype sean.triner

Sean.triner@paretofundraising.com

www.paretofundraising.com

www.seantriner.blogspot.com

Commercial in confidence ©Pareto Fundraising 2012

Marie Stopes Growing Fundraising from Individuals

19 July 2011

A Plan for Fundraising Growth

Australian Diabetes Council

January 2011 n for Fundraising Growth

Greetings

Yooralla Fundraising Growth

Greetings

Australian Diabetes Council

January 2011

Thank you for your time

and welcome to

We all want more donors

About me

Our recent clients

This is why we do what we do

About You

ANALYTICAL -Your Growth

- Your donor

Behaviour

-Used for targeting

ENVIRONMENTAL -How much is given

- Growth

- Competition

PERSONAL -Transactions

- Legacy status

- Pet name

STRATEGIC DATA

- informs

TECHNICAL DATA

- used

Bequests / Legacies

Major Donors Regular Giving

Cash Donors

All Supporters

Government

Trusts & Foundations Corporate & Events

Associations & Groups

Key Sources of Funds in Australia

Individuals

Organisations

The top fundraisers

$50,000,000

$100,000,000

$150,000,000

$200,000,000

$250,000,000

$300,000,000

$350,000,000

Fundraising income

€ 500,000

€ 1,000,000

€ 1,500,000

€ 2,000,000

€ 2,500,000

€ 3,000,000

€ 3,500,000

€ 4,000,000

€ 4,500,000

€ 5,000,000

Irish charity Income around (!) 2010

Charity

50,000 donors

12% annual attrition of

retained donors

Scenario A: No acquisition

Scenario B: Acquire 10k p.a.

Charity

50,000 donors

retained donors

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

Scenario A - no acq

No acq

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

Scenario A - no acq

No acq

Charity

50,000 donors

retained donors

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

Scenario A v B: No Acq v 10k per annum

No acqWrite down your guess

as to how many donors

you would have in

scenario B after 15 years 7345

Charity

50,000 donors

retained donors

Just to stay still, the

charity would need to

actually acquire 12,000

or more donors per

annum 7345

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

Scenario A v B: No Acq v 10k per annum

No acq

12,000 new donors per annum

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

No Acq v 12k per annum

No acq

Must always acquire but if

we can increase retention

and 2nd gift rates….

Attrition 12%10%

2nd gift rate 50 55%

Only 9,000 donors

needed to stay flat,

12,000 grows DB to

62,700

9,000 new donors per annum needed

Recency

Value Frequency

Recency

Value Frequency

Campaign

July Donor Care 2012 + EOYR

Spring (August) 2012

Survey (late September) 2012

Christmas Wave 1 2012

Christmas Wave 2 2012

January Donor Care 2013

Autumn (late Feb/early March) 2013

Tax 2013 Wave 1 - Last week April

Tax 2013 Wave 2 - Last week May

Tax 2013 Wave 3 - Last week June TEST

Targeted thank you

letters

• Thank you

• RG Conversion

• Additional gift

Minimum appeals cycle

€ 500,000

€ 1,000,000

€ 1,500,000

€ 2,000,000

€ 2,500,000

€ 3,000,000

€ 3,500,000

€ 4,000,000

€ 4,500,000

€ 5,000,000

Irish charity Income around (!) 2010

Growth of Individual Giving in Australia and New Zealand

F2F Direct Mail

Direct Mail

F2F Direct Mail

Premium direct mail

Acquisition Campaign with Peter Mac

Pack Components – Case Study Pack

Pack Components – In House Pack

Pack Components – Premium Pack

Pack Components – Survey Pack

Case Study Pack Peter Mac Pack Premium Pack Survey Pack

Response Rate

Peter Mac Results

$53.84 $50.57

$37.24

$42.89

$10.00

$20.00

$30.00

$40.00

$50.00

$60.00

Average Gift

$41.58

Peter Mac Results

Acquisition Campaign with Cerebral Palsy Alliance

The mail campaign

•4 Waves

•Rented lists

•Total mailed 206,296

•Wheelchair proposition

•Trialed new markets

•Undertook many tests...

Tests Undertaken

•Premiums

•Letter length and approach

•Ask

•Lists

1) ‘Pareto 4 page’ versus ‘Simple 1 page’

Winner = Pareto 4 page

Response Ave Gift ROI

Pareto 4 page 3.2 % $ 43 0.71

Simple 1 page 3.0 % $ 38 0.63

Key Test Results

2) Key Chain (premium) versus Address Labels (more standard lift mech)

Winner = Key Chain

Key Chain 4.0 % $ 41 0.85

Labels 2.2 % $ 39 0.47

Key Test Results

3) ‘$25 Ask’ versus ‘$35 Ask’

Winner = $25 Ask

$25 Ask 3.5 % $ 39 0.68

$35 Ask 2.9 % $ 45 0.66

Key Test Results

The Future

“Our best pack for next acquisition will be …

•Key Chain premium pack

•4 Page Pareto style letter

•Ask value of $25

•Best time to mail is when TV is playing, Xmas or Tax

•We know which lists to mail; out of the 15 we tested we’ll

drop 4

•Plus we’ll add a few more tests for further refinement.”

Acquisition Campaign with Assistance Dogs Australia

Results

UPDATE

FEB PREMIUM ACQUISITION 2012 RESULTS

FEB PREMIUM ACQUISITION 2012

•Background

• Objectives

• Strategy

• The Pack

• Campaign results

• Observations, Learnings & Recommendations

The Objectives

• To recruit 5,250 new donors from a mailing volume of 150,000

• Raise $170,635 (gross income)

• Test two different premiums to see which is the most successful (measured against response rate, average gift and ROI)

OBJECTIVES

Volume 150,000

Response Rate 3.5%

Average Gift $60.00

Gross Income $170,625

PACK TYPE Qty

Mailed Target

PACK A; Notepad 59,780

PACK B; Totebag 59,781

Total 119,561 150,000

Actual Mailed

Strategy

Timing

•Lodgment 9 February 2012

Channel

•Direct Mail

Message

• Will you please send an urgent gift < of Ask1> and help children like Mia Francesca beat a diagnosis of cancer by funding more life-saving cancer research projects in 2012.

Ask Strategy

Ask1 Ask2 Ask3

All Donors 25 50 100

The Pack

PACK B: TOTEBAG PACK A: NOTEPAD

CAMPAIGN RESULTS OVERVIEW Pack Mailed Responses Gross Income RR% Avg Gift

Pack A: Notepad

59,780 2,975 $86,389.50 5.0% $29.04

Pack B: Totebag

59,781 3,292 $95,878.00 5.5% $29.12

Unknown 0 25 $660.00 0 $26.40

TOTAL 119,561

(target 150k) 6,292

(target 5,250)

$182,927.50 (target

$170,625)

5.3% (target 3.5%)

$29.07

Comments

New donor target exceeded objective even

with lower mailing qty

Income exceeded target

thanks to a strong response

There is a significant

different in RR between the

two test packs

Premium does not effect

average gift

Response Rate (Notepad vs Totebag)

5.0% 5.5%

Pack A - Notepad Pack B - Totebag

Response Rate

Pack A - Notepad

Pack B - Totebag

Average Cash Gift (Notepad vs Totebag)

$29.04 $29.12

$10.00

$20.00

$30.00

$40.00

$50.00

$60.00

Average Gift

Pack A - Notepad

Pack B - Totebag

ROI (Notepad vs Totebag)

Pack A - Notepad

Pack B - Totebag

POST acquisition

Email me your contact details & LinkIn

Sean.triner@paretofundraising.com

Would direct mail work for you?

Thank you!

Acquisition workshop 2

Documents

Transcript of Acquisition workshop 2

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