Afp international april 2010 jg v1
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Securing Future Growth:A 10 Point Plan To Get You Through
Tough Economic Times
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Securing Future Growth:A 10 Point Plan To Help You Fundraise
More Effectively
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Securing future growth
1. Understand your data and manage unrealistic expectations
2. Apply the Pareto Principle
3. Look after your donors
4. Get more donors
5. Bringing it all together
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One: understand your data
Use the right measures
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1.Stop using ROI as key measure and focus on net income
Part One: understand your data
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Why ROI alone can be dangerous
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Why ROI alone can be dangerous
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1.Stop using ROI as key measure and focus on net income
2.Don’t sacrifice long term for short term
Part One: understand your data
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It’s now or never
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It’s now or never
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1.Stop using ROI as key measure and focus on net income
2.Don’t sacrifice long term for short term
3.Accept that donors are not cheap
Part One: understand your data
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$125 $200
Cost to acquire
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-$180 net (after 3 years)
$420 net (after 3 years)
Long term net value
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• Say things like:“A donor acquired in 2005 by <insert channel> is worth $450 whereas a donor acquired in 2005 by <insert channel> is worth $200”
• Focus on areas generating the best real return
• Understand implications of future program decisions
What this allows you to do
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Two: apply the Pareto Principle
Focus your efforts where you get the best return
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4.Use data cleverly to make informed and strategic decisions
Part Two: apply the Pareto Principle
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Data + Intelligence = Insights
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Too long to ask for a 2nd gift
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0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
2 3 4 5 6 7 8 9 10 11
Weeks since Gift
Co
nve
rted
Speed is key
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Speed is key
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4.Use data cleverly to make informed and strategic decisions
5.Avoid distraction
Part Two: apply the Pareto Principle
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4.Use data cleverly to make informed and strategic decisions
5.Avoid distraction
6.Look around at what others are doing: understand where growth is coming from
Part Two: apply the Pareto Principle
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• Mystery shopped 60 charities in 5 countries– US, Canada, UK, Australia and Spain
• Made a $25 USD donation online in the weeks after Haiti
• Sat back and monitored what happened (for 2 months)
Haiti: what we did
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Three: look after your donors
Take the time, make the effort
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7.Implement proper, well thought out supporter relationship management
Part Three: look after your donors
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• Genuine thanking• Keep it personal• Give feedback• Getting feedback • Make the most of the honeymoon period
How to look after donors
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Make it personal
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Getting feedback
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The Honeymoon period:
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What does it look like?
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7.Implement proper, well thought out supporter relationship management
8.Get the fundraising tactics right
Part Three: look after your donors
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Four: get more donors
Find those who deliver the most net value
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9.Focus on monthly givers
Part Four: get more donors
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The growth of monthly giving
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$550 net (after 3 years)
Monthly vs. onetime cash
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$550 net (after 3 years)
$270 net (after 3 years)
Monthly vs. onetime cash
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9.Focus on monthly givers
10. Use multiple vehicles to find new supporters
Part Four: get more donors
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Multi channel approach
E-blast/emailpush
BannerAdvertising
Cold DM
Google AdWords
Other(ie. F2F "Failed
Sale" cards)
Micro site
1. Monthly Giving Ask
2. Telephone Capture
3. Survey
welcome call/e-communication
monthly givingconversion call
straightto mg
phone #plus survey
phone #(one week)
Monthly GivingProgram
Honeymoon Period
Regularcommunications
Email/sms/video
Stage 1Prospect Generation
Stage 2 Solicitation
Stage 3 Convert/Welcome
Stage 4 Honeymoon
(first 30 days)
OngoingCommunications
Appeals
Upgrades
Donor Care
Surveys
Stage 5 Ongoing
Communications
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Five: bringing it all together
Final takeaways
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Bringing it all together
• Apply discipline and focus• Dig deep to understand more about
those you have• Allow yourself to see the forest from the
trees• Get the most by getting it monthly • Identify hand raisers
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Thank you and Questions
.
www.jonathongrapsas.blogspot.com
twitter: jonathongrapsas
www.paretofundraising.com