Acquisition workshop 2

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Acquisition workshop 2 Acquisition workshop 2 Presentation Transcript

  • Contact LinkedIn, Sean Triner Skype sean.triner Sean.triner@paretofundraising.com www.paretofundraising.com www.seantriner.blogspot.com Commercial in confidence ©Pareto Fundraising 2012
  • Yooralla Fundraising Growth Greetings Greetings A Plan for Fundraising GrowthMarie Stopes Australian Diabetes Council Australian Diabetes Council January 2011 2011 JanuaryGrowing Fundraising from Individuals19 July 2011 Thank you for your time n Plan for Fundraising Growth A for Fundraising Growth and welcome to We all want more donors © Pareto Fundraising 2012
  • About me
  • Our recent clients
  • Commercial in confidence ©Pareto Fundraising 2012
  • This is why we do what we do
  • About You Commercial in confidence ©Pareto Fundraising 2012
  • STRATEGIC DATA TECHNICAL DATA - informs - used ANALYTICAL -Your Growth - Your donor ENVIRONMENTAL Behaviour PERSONAL -How much is given -Transactions -Used for targeting - Growth - Legacy status - Competition - Pet name © Pareto Fundraising 2008
  • Key Sources of Funds in AustraliaOrganisations Government Corporate & Trusts & Foundations Associations & Events GroupsIndividuals Bequests / Legacies Major Donors Regular Giving Cash Donors All Supporters Commercial in confidence ©Pareto Fundraising 2012
  • The top fundraisers Fundraising income$350,000,000$300,000,000$250,000,000$200,000,000$150,000,000$100,000,000 $50,000,000 $0
  • Irish charity Income around (!) 2010€ 5,000,000€ 4,500,000€ 4,000,000€ 3,500,000€ 3,000,000€ 2,500,000€ 2,000,000€ 1,500,000€ 1,000,000 € 500,000 €-
  • Charity50,000 donors12% annual attrition ofretained donorsScenario A: No acquisitionScenario B: Acquire 10k p.a.
  • Scenario A - no acq 60000Charity50,000 donors 5000012% annual attrition ofretained donors 40000Scenario A: No acquisitionScenario B: Acquire 10k p.a. 30000 No acq 20000 10000 7345 0 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
  • Scenario AScenarioAcq no10k per annum v B: No A - v acq 60000Charity50,000 donors 5000012% annual attrition of 42887retained donors 40000Scenario A: No acquisitionScenario B: Acquire 10k p.a. W acq 30000 No acqWrite down your guess No acqas to how many donors 20000you would have inscenario B after 15 years 10000 7345 0 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 60000Charity 12,000 new donors per annum50,000 donors 5000012% annual attrition ofretained donors 40000Scenario A: No acquisitionScenario B: Acquire 10k p.a. W acq 30000Just to stay still, the No acqcharity would need to 20000actually acquire 12,000or more donors per 10000annum 7345 0 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
  • No Acq v 12k per annum 70000Must always acquire but ifwe can increase retention 60000and 2nd gift rates…. 9,000 new donors per annum neededAttrition 12%10% 500002nd gift rate 50  55% 40000 W acqOnly 9,000 donors 30000 No acqneeded to stay flat,12,000 grows DB to 2000062,700 10000 0 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
  • RecencyFrequency Value
  • RecencyFrequency Value
  • Minimum appeals cycle Campaign July Donor Care 2012 + EOYR Spring (August) 2012 Survey (late September) 2012 Christmas Wave 1 2012 PLUS Christmas Wave 2 2012 Targeted thank you January Donor Care 2013 letters Autumn (late Feb/early March) 2013 • Thank you Tax 2013 Wave 1 - Last week April • RG Conversion Tax 2013 Wave 2 - Last week May • Additional gift Tax 2013 Wave 3 - Last week June TEST
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  • Irish charity Income around (!) 2010€ 5,000,000€ 4,500,000€ 4,000,000€ 3,500,000€ 3,000,000€ 2,500,000€ 2,000,000€ 1,500,000€ 1,000,000 € 500,000 €-
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  • Commercial in confidence ©Pareto Fundraising 2012
  • Commercial in confidence ©Pareto Fundraising 2012
  • Growth of Individual Giving in Australia and New Zealand Commercial in confidence ©Pareto Fundraising 2012
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  • Commercial in confidence ©Pareto Fundraising 2012
  • Commercial in confidence ©Pareto Fundraising 2012
  • Commercial in confidence ©Pareto Fundraising 2012
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  • Commercial in confidence ©Pareto Fundraising 2012
  • Commercial in confidence ©Pareto Fundraising 2012
  • Commercial in confidence ©Pareto Fundraising 2012
  • Commercial in confidence ©Pareto Fundraising 2012
  • Commercial in confidence ©Pareto Fundraising 2012
  • Commercial in confidence ©Pareto Fundraising 2012
  • Commercial in confidence ©Pareto Fundraising 2012
  • Commercial in confidence ©Pareto Fundraising 2012
  • Commercial in confidence ©Pareto Fundraising 2012
  • Commercial in confidence ©Pareto Fundraising 2012
  • Commercial in confidence ©Pareto Fundraising 2012
  • F2F Direct Mail Commercial in confidence ©Pareto Fundraising 2012
  • F2F Commercial in confidence ©Pareto Fundraising 2012
  • Direct Mail Commercial in confidence ©Pareto Fundraising 2012
  • F2F Direct MailCommercial in confidence ©Pareto Fundraising 2012
  • Premium direct mail Commercial in confidence ©Pareto Fundraising 2012
  • Acquisition Campaign with Peter Mac Commercial in confidence ©Pareto Fundraising 2012
  • Pack Components – Case Study Pack
  • Pack Components – In House Pack
  • Pack Components – Premium Pack
  • Pack Components – Survey Pack
  • Peter Mac Results Response Rate8.00%7.00% 6.76%6.00%5.00%4.00% 3.41%3.00% 2.53% 2.37%2.00% 1.65%1.00%0.00% Case Study Pack Peter Mac Pack Premium Pack Survey Pack
  • Peter Mac Results Average Gift$60.00 $53.84 $50.57$50.00 $42.89 $41.58$40.00 $37.24$30.00$20.00$10.00 $- Case Study Pack Peter Mac Pack Premium Pack Survey Pack
  • Peter Mac Results ROI1.4 1.331.2 10.8 0.72 0.770.6 0.54 0.440.40.2 0 Case Study Pack Peter Mac Pack Premium Pack Survey Pack
  • Acquisition Campaign with Cerebral Palsy AllianceThe 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
  • Key Test Results1) ‘Pareto 4 page’ versus ‘Simple 1 page’ Response Ave Gift ROI Pareto 4 page 3.2 % $ 43 0.71 Simple 1 page 3.0 % $ 38 0.63 Winner = Pareto 4 page
  • Key Test Results2) Key Chain (premium) versus Address Labels (more standard lift mech) Response Ave Gift ROI Key Chain 4.0 % $ 41 0.85 Labels 2.2 % $ 39 0.47 Winner = Key Chain
  • Key Test Results3) ‘$25 Ask’ versus ‘$35 Ask’ Response Ave Gift ROI $25 Ask 3.5 % $ 39 0.68 $35 Ask 2.9 % $ 45 0.66 Winner = $25 Ask
  • 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’lldrop 4•Plus we’ll add a few more tests for further refinement.”
  • Acquisition Campaign with Assistance Dogs Australia
  • Results
  • UPDATE
  • FEB PREMIUM ACQUISITION2012 RESULTS
  • FEB PREMIUM ACQUISITION 2012 •Background • Objectives • Strategy • The Pack • Campaign results • Observations, Learnings & Recommendations
  • FEB PREMIUM ACQUISITION 2012 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)
  • FEB PREMIUM ACQUISITION 2012 OBJECTIVES Volume 150,000 Response Rate 3.5% Average Gift $60.00 Gross Income $170,625
  • FEB PREMIUM ACQUISITION 2012 Actual Mailed Qty PACK TYPE Target Mailed PACK A; Notepad 59,780 PACK B; Totebag 59,781 Total 119,561 150,000
  • FEB PREMIUM ACQUISITION 2012StrategyTiming•Lodgment 9 February 2012Channel•Direct MailMessage• 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.
  • FEB PREMIUM ACQUISITION 2012Ask Strategy Ask1 Ask2 Ask3 All Donors 25 50 100
  • FEB PREMIUM ACQUISITION 2012 PACK A: NOTEPAD PACK B: TOTEBAG The Pack
  • CAMPAIGN RESULTS OVERVIEW Pack Mailed Responses Gross Income RR% Avg Gift Pack A: 59,780 2,975 $86,389.50 5.0% $29.04 Notepad Pack B: 59,781 3,292 $95,878.00 5.5% $29.12 TotebagUnknown 0 25 $660.00 0 $26.40 $182,927.50 119,561 6,292 5.3% TOTAL (target $29.07 (target 150k) (target 5,250) (target 3.5%) $170,625) New donor Income There is a target exceeded exceeded target significant Premium doesComments objective even thanks to a different in RR not effect with lower strong response between the average gift mailing qty rate two test packs
  • FEB PREMIUM ACQUISITION 2012 Response Rate (Notepad vs Totebag) Response Rate 10.0% 9.0% 8.0% 7.0% 6.0% 5.5% 5.0% 5.0% Pack A - Notepad 4.0% Pack B - Totebag 3.0% 2.0% 1.0% 0.0% Pack A - Notepad Pack B - Totebag
  • FEB PREMIUM ACQUISITION 2012 Average Cash Gift (Notepad vs Totebag) Average Gift $60.00 $50.00 $40.00 $29.04 $29.12 Pack A - Notepad $30.00 Pack B - Totebag $20.00 $10.00 $0.00 Pack A - Notepad Pack B - Totebag
  • FEB PREMIUM ACQUISITION 2012 ROI (Notepad vs Totebag) ROI 0.90 0.80 0.76 0.70 0.63 0.60 0.50 Pack A - Notepad 0.40 Pack B - Totebag 0.30 0.20 0.10 0.00 Pack A - Notepad Pack B - Totebag
  • FEB PREMIUM ACQUISITION 2012 5.3%
  • POST acquisition Email me your contact details & LinkIn Sean.triner@paretofundraising.com Commercial in confidence ©Pareto Fundraising 2012
  • Would direct mail work for you? Commercial in confidence ©Pareto Fundraising 2012
  • Thank you!