Danger: Are you sacrificing long-term success with short-term focus?

Leveraging life-time value for an improved donor acquisition/retention strategy

Rob Reger, SVP Data Solutions at Epsilon

Sandra Maio, Director, Direct Response at National Wildlife Federation

Jim Emlet, Co-Founder and Principal at Integral

#Bridge14

What you will learn today?

Current state

The danger

The donor “death spiral”

So, how do you avoid the donor death spiral?

Ask yourself these key questions…

What are my goals?

Who should I profile?

What channels do I use?

What should the offer or ask string be?

What list do I use?

How do I segment my internal lapsed donors and advocacy files?

Creative? What needs to change?

What is the common theme? Begin with the end in mind.

How an LTV approach can change the entire way you look at your business

How to avoid the pitfalls of the “short-term success at the expense of long-term objectives” trap

National Wildlife Federation

National Wildlife Federation is a voice for wildlife, dedicated to protecting wildlife and habitat and inspiring the future generation of conservationists.

In 1936, the General Wildlife Federation (later changed to the National Wildlife Federation) was formed with the idea of uniting sportsmen and all outdoor and wildlife enthusiasts behind the common goal of conservation.

National Wildlife Federation has more than 360 staff working in 11 offices across the country.

Problem to solve

Path to success and desired state

Previous state

Current stateCurrent state

Future state

Key findings

One thing I wish I knew before I started

Integral

Integral is a leading independent analytical consulting firm specializing in servicing the non-profit community. Combining deep analysis and our experience with more than 80 leading non-profits, we deliver insight and results that endure. Our strategic services and suite of analytical applications enable clients to gain a comprehensive view of their business models and provide the insight to improve performance.

The analytical perspectiveThe analytical perspective

Managing a balanced marketing investment portfolio

The challenges

• Are your models scalable?

• Is investment commitment there?

• Do you have full team alignment and buy-in?

Know the Value of a New Donor LTV

To build and ROI based investment strategy you need to know the value of each strategy.

Build Your Strategy Map

• Identify the goals• Build the framework• Outline the

investments• Show the results• Monitor and adjust

How to convince your board of the value of an LTV strategy in a language they understand

Convincing the board

Q&AQ&A

Thank you!

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Don’t forget to visit the Solutions Showcase!

Many of the ideas discussed today are on display at the Solutions Showcase!

#Bridge14

Rob Reger, SVP Data Solutions at EpsilonSandra Maio, Director, Direct Response at National Wildlife Federation

Jim Emlet, Co-Founder and Principal at Integral