Portrait of a Turnaround DMANF DC Feb 16
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Project HOPE: Portrait of a Turnaround (From Circling the Drain to Soaring the Skies) Jann Schultz, Project HOPE Jeff Brooks, TrueSense Marketing
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Transcript of Portrait of a Turnaround DMANF DC Feb 16
Project HOPE:Portrait of a Turnaround(From Circling the Drain to Soaring the Skies)
Jann Schultz, Project HOPEJeff Brooks, TrueSense Marketing
Short-term metrics
Cuts to acquisition
Direct Mail Only
Extreme list rental
Shrinking Donor File146,683
72,733
Active donors, Fiscal 2005-2013
2012 2013p Proj 14 Proj 15 Proj 16 Proj 17 Proj 18
Projected Revenue, 2012
9
Turnaround step #1
Don’t stop thinking about tomorrow.
10
Turnaround step #2
Offers. Offers! Offers!!
18
Turnaround step #3
Build a donor-centered platform.
19
20
22
Turnaround step #4
Diversify channels.
33
Turnaround step #5
Improve donor service.
37
Turnaround step #6
Normalize list rental/exchange.
39
Turnaround step #7
Educate our community.
The turnaround?
After 2 years:
Number of active donors up 13.1%
Active Donors, Fiscal 2005-2016
146,683
103,244
72,733
Recovering donor file
After 2 years:
Number of gifts up 27.5%
After 2 years:
Overall donor retention up 7.2%
After 2 years:
Annual value per donor up 14%
After 2 years:
Gross revenue up 27.4%
2011 2012 2013 2014 2015
Gross Revenue
2012 2013p Proj 14 Proj 15 Proj 16 Proj 17 Proj 18
Projected Revenue, 2012
2013 2014 2015 Proj 16 Proj 17 Proj 18 Proj 19
Projected Revenue, 2013
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Jann Schultz Jeff Brooks
[email protected] [email protected]
Senior Director, Integrated Creative Director
Fundraising and Communications
Project HOPE TrueSense Marketing
Portrait of a Turnaround
@jannschultz @jeffbrooks
