Stringing the Quartet Cloud SOA BPM and BI | Torry Harris Whitepaper
January 29, 2015 Maximizing the Middle Break through with best practices in middle donor development...
-
Upload
andrew-mccoy -
Category
Documents
-
view
213 -
download
0
Transcript of January 29, 2015 Maximizing the Middle Break through with best practices in middle donor development...
January 29, 2015
Maximizing the MiddleBreak through with best practices in middle donor development
Derek Torry, Vice PresidentRobbin Gehrke, SVP, Creative Strategy and Integration
5
Who exactly are middle donors?
• Not major donors, but not regular donors either• Single Largest Gift: $100 - $9,999.99
• Cumulative Annual Giving: $1,000 - $9,999.99
• Capacity Rated: Wealth screened high, but low current giving
• Frequently misunderstood• They might be major gift prospects – should we pull them from the mail stream?
• They give via mail, so should we just keep mailing them but ask for larger gifts?
• What do they want and how do we give it to them?
What makes a middle donor unique?
6
• Give larger gifts less frequently• Often give at the same time of year every year
• Appreciates personally relevant recognition
• Responds well to mail that is both emotionally compelling and supported by facts/figures
• Gravitates to special project offers and mini-campaigns that offer unique giving opportunities beyond food/meals
• Gives online, but motivated through online + offline communication
• Desires insider access to your organization and leadership
What impact do middle donors have?
7
Year # of Gifts Income Average $
2011 90,425 $22,834,468 $253
2012 94,471 $23,765,641 $252
2013 95,643 $23,691,555 $248
2014 95,084 $24,244,712 $255
Keys to success with Middle Donors
1. Different thinking (building a hybrid model)
2. Heavy reliance on data/analytics (to identify capacity, loyalty and likelihood to upgrade)
3. Executive alignment around the investment and objectives
4. Team buy-in around shared goals
5. Comfort with sometimes “fuzzy” attribution of media
6. Donor-centricity
7. Inspiring and tangible offers
8. Substance
8
9. Integrated communication stream
10. Stewardship
11. Personal engagement
12. Modified frequency
13. Time
9
Keys to success with Middle Donors
Case Study: Second Harvest Heartland
11
Objectives
• Inspire middle and major donors to help capture un-harvested fresh produce for hungry families
• Raise $250,000 in net revenue to provide 1.2 million pounds of produce – and 900,000 meals
Integration flow• Main mailing• Followup mailing• Fundraising phone call• 3 part email series, starting as followup package drops
12
Case Study: Second Harvest Heartland
Offer• Your gift will double in impact to help capture un-harvested
produce from local farmers, and bring the bounty to the food bank and on to local food pantries
• We applied a custom segmentation strategy based on each donor’s giving history, to maximize both average gift and and response rate
• Then we paired this methodology (using Target Analytics) with major gift likelihood scores
• Created a tailored ask strategy for each donor
26
Results
• Raised $265,400
• More than double the net income from last year’s 3 regular appeals from February through April
Case Study: Second Harvest Heartland
27
Goal
• Raise $495,000 to expand high school program by building a supervised boarding residence for Lakota Sioux students
Audience
• File of 30,000 with $100 + single largest gift
• Never before targeted with unique offers
Case Study: St. Joseph’s Indian School
28
Strategy
• Engage these donors with a high-touch campaign
• Educate them about the need for high school expansion
• Provide a tangible way to connect with “a child you’re helping”
• Invite them to visit and see results
Case Study: St. Joseph’s Indian School
36
Results
• Over 20% response
• $174 average gift
• $812,000 raised against $495,000 goal
Case Study: St. Joseph’s Indian School
37
Objectives
• Leverage the holiday season with an urgent and unique opportunity to provide cleft surgeries for 1,481 children
before year end. • Raise $220,000 in gross revenue
Audience
• High-end donors who gave gifts of $240 to $9999 in last 24 months
• Regular donors giving $15 to $239 in last 24 months
Case Study: Operation Smile Holiday Matching Challenge
38
Offer
• Thanks to a special Holiday Matching Challenge, your gift will double to send volunteers who will give up their own holiday to change children’s lives forever
• $240 that gives 1 surgery now doubles to give 2 surgeries
• $480 becomes $960, etc
• $1,200 stretch ask to sponsor 2 operating tables for one day, and give surgeries to 10 children
• Regular donors received a more modest upgrade ask
Case Study: Operation Smile Holiday Matching Challenge
39
Integration flow- 6 weeks
• Pre-campaign phone blast from CEO/Founder
• Pre-campaign email
• Main direct mail package
• 2-4 emails
• Chaser package
• Fundraising phone call
• Urgent deadline email
• Web display and social media ads ran throughout
Case Study: Operation Smile Holiday Matching Challenge
53
Results
• Raised over $1.2 million
• A 400% increase over the goal of $220,000
• Response rate from higher-end donors was 12%
• A 2.2% lift over previous year
• Average gift of $271
• ROI increased by 27% over previous year
• Raised $6.50 for every dollar spent
Case Study: Operation Smile Holiday Matching Challenge
56
Case Study: IFCJ
Goal
• Engage middle donors to help persecuted Jews make “Aliyah” (emigrate to Israel)
• Increase long-term revenue from the $100 - $9,999 donor segment
• Raise gross revenue of $447,000 to $597,000
57
Offer
• Every gift of $500 will help provide airfare to Israel for one person
• Plus shelter, food, and job training until they can take care of themselves
Case Study: IFCJ
58
Integration flow
• Postcard/phone blast (50/50 test)
• Main mailing
• Follow-up mailing
• Telemarketing follow up
Case Study: IFCJ