Unwrapping the magical steps
 to doubling your Christmas
       appeal income
What we’ll cover today


     1. Setting the scene
What we’ll cover today


     1. Setting the scene

   2. Uncovering the magical
              steps
What we’ll cover today


     1. Setting the scene

   2. Uncovering the magical
              steps

    3. Busting some ...
What we’ll cover today


     1. Setting the scene

   2. Uncovering the magical
              steps

    3. Busting some ...
This is why we do what we do
What do you want?
Defining an appeal

   • Solicitation by direct mail (to individuals)
 • For the purposes of today to existing donors
    ...
What are we seeing?

• Developed 22 Christmas appeals in 2008
   • In Australia, NZ, Hong Kong and Canada
   • 13 up on in...
What are we seeing?

• Developed 18 appeals in May/June 2009
  • In Australia, NZ
  • 7 up on income versus 2008, 11 down ...
Uncovering the magical steps

  1. Targeting the right people
Uncovering the magical steps

  1. Targeting the right people
  2. Asking for the right thing
Uncovering the magical steps

 1. Targeting the right people
  2. Asking for the right thing
 3. Getting the message right
Uncovering the magical steps

 1. Targeting the right people
  2. Asking for the right thing
 3. Getting the message right...
Uncovering the magical steps

 1. Targeting the right people
  2. Asking for the right thing
 3. Getting the message right...
Uncovering the magical steps

 1. Targeting the right people
  2. Asking for the right thing
 3. Getting the message right...
Uncovering the magical steps

 1. Targeting the right people
  2. Asking for the right thing
 3. Getting the message right...
Uncovering the magical steps

 1. Targeting the right people
  2. Asking for the right thing
 3. Getting the message right...
Uncovering the magical steps

 1. Targeting the right people
  2. Asking for the right thing
 3. Getting the message right...
Talking to different people
How do I decide who to ask?
How do I decide who to ask?



Recency Frequency Value

   indicates        indicates     indicates how
 likelihood of    ...
How do I decide who to ask?

 Recency        Frequency        Value
0-12 months        >1           a$1000+
  13-24       ...
Drilling down

 Recency      Frequency          Value
0-12 months      >1             a$1000+
  13-24           1         ...
How often should I ask?
Ask


Thank                                            Thank
                                  The donor
                 ...
Some tips

•    RFV is the most important thing to drive the
               success of your appeal
     • Consider differe...
Asking for the right thing

Segment    R      F        V        Qty to Mail   Ask 1   Ask 2   Ask 3


   001    0-12    >1...
Asking for the right thing

Segment    R      F        V        Qty to Mail   Ask 1   Ask 2   Ask 3


   001    0-12    >1...
Personalized asks

• Based on previous donation patterns
• Used to prompt increase of donation
                 amount
 • ...
Personalized asks

 • Based on previous donation patterns
 • Used to prompt increase of donation
                  amount
...
Personalized asks
Huh?
Some tips
Some tips


• “I need you to <insert action>…”
Some tips


      • “I need you to <insert action>…”
• “This is the most important letter I have ever
                    ...
Some tips


      • “I need you to <insert action>…”
• “This is the most important letter I have ever
                    ...
Some tips


      • “I need you to <insert action>…”
• “This is the most important letter I have ever
                    ...
Some tips


      • “I need you to <insert action>…”
• “This is the most important letter I have ever
                    ...
Remember to tell them

• What the single most important thing is
   that you want them to do (proposition)
   • Why they s...
Singularly focused
Asking for two things
Emotion
A story
Repetitive and personalized asks
Urgency
Target and deadline
As long as it needs to be
Colloquial language
Colloquial language
A recap: what you must have

            • Emotion
        • A (human) story
• Repetitive and personalized asks
          ...
A guide to personalization

  • Make the recipient feel like an individual
• Apply the limited resources to where you will...
Using the data
Using the data, donor type
Using the data, donor type
Using the data, area
Using the data, area
Use transactional history
Using survey information
Using survey information
Using survey information
Creating emotional connections
Creative is more than pretty pictures
Creative execution: must haves

      • A brilliant letter
Creative execution: must haves

        • A brilliant letter
 • Lift devices support the letter
Creative execution: must haves

        • A brilliant letter
 • Lift devices support the letter
          • Authenticity
Creative execution: must haves

           • A brilliant letter
    • Lift devices support the letter
             • Authe...
The end result?
Heart Foundation
Ease of response

  • Eliminate barriers or distractions
   • Make sure the reply mechanism
         integrates with the l...
Getting the follow up right

               • Thanking
          • Measuring response
• Feeding back – the impact on benef...
Thanking

 • Develop an acknowledgement strategy
            • Thank promptly
      • Use of the words ‘thank you’
       ...
Measuring response
Gift level versus ask


70.0%
                                           61.8%   HV PACK
60.0%
                           ...
Impact of involvement devices

             8%


                  16%

                        Sent Letter only
         ...
Measuring recency

                                                               Net
                           Mailed RR...
Feeding back

      Responded to End of Year appeal

 You’ve already helped us get off to a great start
 with your gift to...
Consider testing

• Ask prompts (highest gift v last v average)
Consider testing

• Ask prompts (highest gift v last v average)
             • Impact of lifts
Consider testing

• Ask prompts (highest gift v last v average)
             • Impact of lifts
      • Impact of involveme...
Consider testing

• Ask prompts (highest gift v last v average)
             • Impact of lifts
      • Impact of involveme...
Consider testing

• Ask prompts (highest gift v last v average)
             • Impact of lifts
      • Impact of involveme...
Some rules

• Don't test for the sake of testing
Some rules

       • Don't test for the sake of testing
• Test stuff that will have an impact, not because
               ...
Some rules

       • Don't test for the sake of testing
• Test stuff that will have an impact, not because
               ...
Some rules

       • Don't test for the sake of testing
• Test stuff that will have an impact, not because
               ...
A recap: Uncovering the magical steps

      1. Targeting the right people
       2. Asking for the right thing
      3. G...
“It won’t work in a recession”
MSF Canada Seasonal Appeal 2009
Did it work?

• Net income increased from $1.0m to $1.7m
• Response rate increased from 14% to 18%
     • Reactivated over...
Why did this work?

  • Brilliant, empowering copy that asked
                    repetitively
 • We stretched people (HG ...
Starlight Foundation May Appeal 2009
Did it work?

  • Gross income $614,000 (AUD)
   • Net income $500,000 (AUD)
• Doubled income from previous year
   • Most...
Why did this work?

                 • Brutally honest
                • Genuinely urgent
• It was personal (30 uses of th...
“It only works for big charities”
“It only works for big charities”

• Australian charity with small individual database
    • Attended a Pareto Fundraising...
From this
To this
The impact
           Samaritians Appeals (Before and After)

$160,000

$140,000

$120,000
                               ...
“Don’t send appeals to monthly givers”




                         $138,000



            $89,000
“Don’t send appeals to monthly givers”

 Response
   Rate                        Recency    Prev gifts     Value

  26.13%...
“Don’t send appeals to monthly givers”

 Response
   Rate                         Recency    Prev gifts     Value

  26.13...
BUT, there is an exception..




                    $138,000



      $89,000
Street recruits don’t respond

Recruited straight to   Cash Given (ie have    Response Rate
regular giving by…      they g...
“No one will read a long letter”



                                                  Resp
                      Mailed   ...
“No one will read a long letter”



                                                  Resp
                      Mailed   ...
“No one will read a long letter”




                      Mailed   Resp Rate                  $138,000
                  ...
“No one will read a long letter”




                      Mailed   Resp Rate   Gross Income Average Gift
                ...
“ROI is the most important measure”
 10.00                                                 $300,000
                  Real...
“ROI is the most important measure”
 10.00                                                         $300,000
             R...
Final takeaways

• Ask when you need the money, feedback and
                    care
Final takeaways

• Ask when you need the money, feedback and
                      care
• Always remember you are mailing ...
Final takeaways

• Ask when you need the money, feedback and
                       care
• Always remember you are mailing...
Final takeaways

  • Ask when you need the money, feedback and
                         care
• Always remember you are mai...
Final takeaways

  • Ask when you need the money, feedback and
                         care
• Always remember you are mai...
The Pareto Group exists to make the world a
 better place, by expanding the not-for-profit
   sector's capacity worldwide ...
Doubling Your Christmas Appeal Appeal Income July 2009 Toronto V1 Jg
Doubling Your Christmas Appeal Appeal Income July 2009 Toronto V1 Jg
Doubling Your Christmas Appeal Appeal Income July 2009 Toronto V1 Jg
Doubling Your Christmas Appeal Appeal Income July 2009 Toronto V1 Jg
Doubling Your Christmas Appeal Appeal Income July 2009 Toronto V1 Jg
Doubling Your Christmas Appeal Appeal Income July 2009 Toronto V1 Jg
Doubling Your Christmas Appeal Appeal Income July 2009 Toronto V1 Jg
Doubling Your Christmas Appeal Appeal Income July 2009 Toronto V1 Jg
Doubling Your Christmas Appeal Appeal Income July 2009 Toronto V1 Jg
Doubling Your Christmas Appeal Appeal Income July 2009 Toronto V1 Jg
Doubling Your Christmas Appeal Appeal Income July 2009 Toronto V1 Jg
Doubling Your Christmas Appeal Appeal Income July 2009 Toronto V1 Jg
Doubling Your Christmas Appeal Appeal Income July 2009 Toronto V1 Jg
Doubling Your Christmas Appeal Appeal Income July 2009 Toronto V1 Jg
Doubling Your Christmas Appeal Appeal Income July 2009 Toronto V1 Jg
Doubling Your Christmas Appeal Appeal Income July 2009 Toronto V1 Jg
Doubling Your Christmas Appeal Appeal Income July 2009 Toronto V1 Jg
Doubling Your Christmas Appeal Appeal Income July 2009 Toronto V1 Jg
Doubling Your Christmas Appeal Appeal Income July 2009 Toronto V1 Jg
Doubling Your Christmas Appeal Appeal Income July 2009 Toronto V1 Jg
Doubling Your Christmas Appeal Appeal Income July 2009 Toronto V1 Jg
Doubling Your Christmas Appeal Appeal Income July 2009 Toronto V1 Jg
Doubling Your Christmas Appeal Appeal Income July 2009 Toronto V1 Jg
Doubling Your Christmas Appeal Appeal Income July 2009 Toronto V1 Jg
Doubling Your Christmas Appeal Appeal Income July 2009 Toronto V1 Jg
Doubling Your Christmas Appeal Appeal Income July 2009 Toronto V1 Jg
Doubling Your Christmas Appeal Appeal Income July 2009 Toronto V1 Jg
Doubling Your Christmas Appeal Appeal Income July 2009 Toronto V1 Jg
Doubling Your Christmas Appeal Appeal Income July 2009 Toronto V1 Jg
Doubling Your Christmas Appeal Appeal Income July 2009 Toronto V1 Jg
Doubling Your Christmas Appeal Appeal Income July 2009 Toronto V1 Jg
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Transcript of "Doubling Your Christmas Appeal Appeal Income July 2009 Toronto V1 Jg"

  1. 1. Unwrapping the magical steps to doubling your Christmas appeal income
  2. 2. What we’ll cover today 1. Setting the scene
  3. 3. What we’ll cover today 1. Setting the scene 2. Uncovering the magical steps
  4. 4. What we’ll cover today 1. Setting the scene 2. Uncovering the magical steps 3. Busting some myths
  5. 5. What we’ll cover today 1. Setting the scene 2. Uncovering the magical steps 3. Busting some myths 4. Final takeaways
  6. 6. This is why we do what we do
  7. 7. What do you want?
  8. 8. Defining an appeal • Solicitation by direct mail (to individuals) • For the purposes of today to existing donors (warm, in-house) • With an ask for cash (or a monthly gift) and/or a request to take some other action (I.e. survey)
  9. 9. What are we seeing? • Developed 22 Christmas appeals in 2008 • In Australia, NZ, Hong Kong and Canada • 13 up on income versus 2007, 9 down on 2007 • Overall income 2008 around $8.5m CAD versus $8m CAD in 2007 • Individual giving still on the rise • Monthly giving strong, still growing • Cash giving stagnant (donors over $1k not giving at same levels) • Organizational income falling • Specifically corporate support
  10. 10. What are we seeing? • Developed 18 appeals in May/June 2009 • In Australia, NZ • 7 up on income versus 2008, 11 down on 2008 • Overall income 2009 around $9.9m CAD versus $9.2m CAD in 2008
  11. 11. Uncovering the magical steps 1. Targeting the right people
  12. 12. Uncovering the magical steps 1. Targeting the right people 2. Asking for the right thing
  13. 13. Uncovering the magical steps 1. Targeting the right people 2. Asking for the right thing 3. Getting the message right
  14. 14. Uncovering the magical steps 1. Targeting the right people 2. Asking for the right thing 3. Getting the message right 4. Getting the letter right
  15. 15. Uncovering the magical steps 1. Targeting the right people 2. Asking for the right thing 3. Getting the message right 4. Getting the letter right 5. Getting personal
  16. 16. Uncovering the magical steps 1. Targeting the right people 2. Asking for the right thing 3. Getting the message right 4. Getting the letter right 5. Getting personal 6. Getting the execution right
  17. 17. Uncovering the magical steps 1. Targeting the right people 2. Asking for the right thing 3. Getting the message right 4. Getting the letter right 5. Getting personal 6. Getting the execution right 7. Making it easy to respond
  18. 18. Uncovering the magical steps 1. Targeting the right people 2. Asking for the right thing 3. Getting the message right 4. Getting the letter right 5. Getting personal 6. Getting the execution right 7. Making it easy to respond 8. Getting the follow up right
  19. 19. Uncovering the magical steps 1. Targeting the right people 2. Asking for the right thing 3. Getting the message right 4. Getting the letter right 5. Getting personal 6. Getting the execution right 7. Making it easy to respond 8. Getting the follow up right 9. Test, test and test again
  20. 20. Talking to different people
  21. 21. How do I decide who to ask?
  22. 22. How do I decide who to ask? Recency Frequency Value indicates indicates indicates how likelihood of likelihood of much they giving giving will give
  23. 23. How do I decide who to ask? Recency Frequency Value 0-12 months >1 a$1000+ 13-24 1 b$500-$999.99 25-36 c$250-$499.99 37-48 d$100-$249.99 49-60 e$50-$99.99 61-72 f$25-$49.99 73-84 g$10-$24.99 85+ h$0.01-$9.99
  24. 24. Drilling down Recency Frequency Value 0-12 months >1 a$1000+ 13-24 1 b$500-$999.99 25-36 c$250-$499.99 37-48 d$100-$249.99 49-60 e$50-$99.99 61-72 f$25-$49.99 73-84 g$10-$24.99 85+ h$0.01-$9.99
  25. 25. How often should I ask?
  26. 26. Ask Thank Thank The donor communications cycle Ask © Pareto Fundraising May 2008 Care
  27. 27. Some tips • RFV is the most important thing to drive the success of your appeal • Consider different packs for different audiences • Include confirmed bequestors, monthly givers if they have given historically
  28. 28. Asking for the right thing Segment R F V Qty to Mail Ask 1 Ask 2 Ask 3 001 0-12 >1 $500+ 246 *1.5 *2.5 *4 $100- 002 0-12 >1 $249.99 1,011 *1.5 *2.5 *4 003 0-12 >1 $50-$99.99 2,555 *1.5 *2.5 *4 $100- 004 0-12 1 $249.99 4,340 *1.5 *2.5 *4 005 0-12 1 $50-$99.99 6,618 *1.5 *2.5 *4 $100- 006 13-24 >1 $249.99 1,330 *1.25 *2 *3
  29. 29. Asking for the right thing Segment R F V Qty to Mail Ask 1 Ask 2 Ask 3 001 0-12 >1 $500+ 246 *1.5 *2.5 *4 $100- 002 0-12 >1 $249.99 1,011 *1.5 *2.5 *4 003 0-12 >1 $50-$99.99 2,555 *1.5 *2.5 *4 $100- 004 0-12 1 $249.99 4,340 *1.5 *2.5 *4 005 0-12 1 $50-$99.99 6,618 *1.5 *2.5 *4 $100- 006 13-24 >1 $249.99 1,330 *1.25 *2 *3
  30. 30. Personalized asks • Based on previous donation patterns • Used to prompt increase of donation amount • Consider using highest gift, last gift, average gift prompts to elevate gift level
  31. 31. Personalized asks • Based on previous donation patterns • Used to prompt increase of donation amount • Consider using highest gift, last gift, average gift prompts to elevate gift level • Repetition of ask increases response • Personal (and increased) ask amount increases average gift
  32. 32. Personalized asks
  33. 33. Huh?
  34. 34. Some tips
  35. 35. Some tips • “I need you to <insert action>…”
  36. 36. Some tips • “I need you to <insert action>…” • “This is the most important letter I have ever written…”
  37. 37. Some tips • “I need you to <insert action>…” • “This is the most important letter I have ever written…” • “…respond by the 30th of June..”
  38. 38. Some tips • “I need you to <insert action>…” • “This is the most important letter I have ever written…” • “…respond by the 30th of June..” • “I need to raise $250,000”
  39. 39. Some tips • “I need you to <insert action>…” • “This is the most important letter I have ever written…” • “…respond by the 30th of June..” • “I need to raise $250,000” • Singularly focused**
  40. 40. Remember to tell them • What the single most important thing is that you want them to do (proposition) • Why they should give you money • By when • All of this in the first 3 paragraphs and in the P.S.
  41. 41. Singularly focused
  42. 42. Asking for two things
  43. 43. Emotion
  44. 44. A story
  45. 45. Repetitive and personalized asks
  46. 46. Urgency
  47. 47. Target and deadline
  48. 48. As long as it needs to be
  49. 49. Colloquial language
  50. 50. Colloquial language
  51. 51. A recap: what you must have • Emotion • A (human) story • Repetitive and personalized asks • Urgency • Target and deadline • As long as it needs to be • Colloquial language
  52. 52. A guide to personalization • Make the recipient feel like an individual • Apply the limited resources to where you will get the best return • Use survey information • Acknowledge previous giving • Recognize if they make monthly gifts or have included your charity in their Will
  53. 53. Using the data
  54. 54. Using the data, donor type
  55. 55. Using the data, donor type
  56. 56. Using the data, area
  57. 57. Using the data, area
  58. 58. Use transactional history
  59. 59. Using survey information
  60. 60. Using survey information
  61. 61. Using survey information
  62. 62. Creating emotional connections
  63. 63. Creative is more than pretty pictures
  64. 64. Creative execution: must haves • A brilliant letter
  65. 65. Creative execution: must haves • A brilliant letter • Lift devices support the letter
  66. 66. Creative execution: must haves • A brilliant letter • Lift devices support the letter • Authenticity
  67. 67. Creative execution: must haves • A brilliant letter • Lift devices support the letter • Authenticity • Follow up/reminder mailing for ‘larger’ mailings
  68. 68. The end result?
  69. 69. Heart Foundation
  70. 70. Ease of response • Eliminate barriers or distractions • Make sure the reply mechanism integrates with the letter • Include an involvement device where there is an opportunity to do so • Minimize response channels*
  71. 71. Getting the follow up right • Thanking • Measuring response • Feeding back – the impact on beneficiaries • Post campaign de-brief
  72. 72. Thanking • Develop an acknowledgement strategy • Thank promptly • Use of the words ‘thank you’ • Personalized response • Include handwritten notes and PS where possible • Don’t ask the donor to do anything else
  73. 73. Measuring response
  74. 74. Gift level versus ask 70.0% 61.8% HV PACK 60.0% STD PACK 50.0% 47.6% 40.0% 30.1% 30.0% 22.3% 19.6% 18.6% 20.0% 10.0% 0.0% <Ask1 Ask1 >Ask1
  75. 75. Impact of involvement devices 8% 16% Sent Letter only Sent Donation, no Letter Sent Letter AND Donation 75%
  76. 76. Measuring recency Net Mailed RR% Gross income Ave Gift ROI income Cash Appeal Donor 0-12 35,142 26.0 $ 1,192,133 $ 1,105,750 $ 130 13.8 Cash Appeal Donor 13-24 10,565 17.0 $ 210,445 $ 184,867 $ 117 8.2 Cash Appeal Donor 25-36 6,477 6.4 $ 59,425 $ 47,573 $ 143 6.5 Cash Appeal Donor 37+ 8,238 4.5 $ 46,751 $35,359 $ 127 4.1
  77. 77. Feeding back Responded to End of Year appeal You’ve already helped us get off to a great start with your gift to our recent appeal in support of our work in tackling dangerous climate change. Thanks to your< gift of $<don> – and the overwhelming response that I received from your fellow supporters – we’ve raised the $250,000 we need to double our climate change campaign this year.
  78. 78. Consider testing • Ask prompts (highest gift v last v average)
  79. 79. Consider testing • Ask prompts (highest gift v last v average) • Impact of lifts
  80. 80. Consider testing • Ask prompts (highest gift v last v average) • Impact of lifts • Impact of involvement pieces
  81. 81. Consider testing • Ask prompts (highest gift v last v average) • Impact of lifts • Impact of involvement pieces • Long term cohort tests
  82. 82. Consider testing • Ask prompts (highest gift v last v average) • Impact of lifts • Impact of involvement pieces • Long term cohort tests • Letter length
  83. 83. Some rules • Don't test for the sake of testing
  84. 84. Some rules • Don't test for the sake of testing • Test stuff that will have an impact, not because it seems like fun
  85. 85. Some rules • Don't test for the sake of testing • Test stuff that will have an impact, not because it seems like fun • Make sure the volumes are sufficient to make the results statistically valid
  86. 86. Some rules • Don't test for the sake of testing • Test stuff that will have an impact, not because it seems like fun • Make sure the volumes are sufficient to make the results statistically valid • Ensure you think through what the hypothesis of the test is
  87. 87. A recap: Uncovering the magical steps 1. Targeting the right people 2. Asking for the right thing 3. Getting the message right 4. Getting the letter right 5. Getting personal 6. Getting the execution right 7. Making it easy to respond 8. Getting the follow up right 9. Test, test and test again
  88. 88. “It won’t work in a recession”
  89. 89. MSF Canada Seasonal Appeal 2009
  90. 90. Did it work? • Net income increased from $1.0m to $1.7m • Response rate increased from 14% to 18% • Reactivated over 2,500 donors
  91. 91. Why did this work? • Brilliant, empowering copy that asked repetitively • We stretched people (HG in last 2 years x 1.25) • It was authentic • It was really easy to respond • We reminded donors of the importance (3 weeks later)
  92. 92. Starlight Foundation May Appeal 2009
  93. 93. Did it work? • Gross income $614,000 (AUD) • Net income $500,000 (AUD) • Doubled income from previous year • Most successful appeal ever
  94. 94. Why did this work? • Brutally honest • Genuinely urgent • It was personal (30 uses of the word 'I' and 20 uses of the word 'you' in a four page letter) • It pulled at the heart strings • Managed to maintain credibility despite crisis
  95. 95. “It only works for big charities”
  96. 96. “It only works for big charities” • Australian charity with small individual database • Attended a Pareto Fundraising workshop • Interviewed service workers for a story • Segmented database by RFV and tailored ask • Wrote a 3 page letter and separate response mechanism – CEO said: ‘No one will read this’ • Created a sense of urgency and emotion
  97. 97. From this
  98. 98. To this
  99. 99. The impact Samaritians Appeals (Before and After) $160,000 $140,000 $120,000 $138,000 $100,000 $80,000 $89,000 $60,000 $40,000 $20,000 $0 Winter 2004 Winter 2005
  100. 100. “Don’t send appeals to monthly givers” $138,000 $89,000
  101. 101. “Don’t send appeals to monthly givers” Response Rate Recency Prev gifts Value 26.13% Monthly Givers 0-12 Multi $100+ 17.43% Cash only 0-12 Multi $100+ $138,000 4.14% Monthly Givers 0-12 Single $100+ 2.38% Cash only 0-12 Single $100+ $89,000 48.66% Monthly Givers 0-12 Multi $50-$99.99 20.44% Cash only 0-12 Multi $50-$99.99 6.73% Monthly Givers 0-12 Single $50-$99.99 5.93% Cash only 0-12 Single $50-$99.99
  102. 102. “Don’t send appeals to monthly givers” Response Rate Recency Prev gifts Value 26.13% Monthly Givers 0-12 Multi $100+ 17.43% Cash only 0-12 Multi $100+ $138,000 4.14% 2.38% Monthlies rock! Monthly Givers Cash only 0-12 0-12 Single Single $100+ $100+ $89,000 48.66% Monthly Givers 0-12 Multi $50-$99.99 20.44% Cash only 0-12 Multi $50-$99.99 6.73% Monthly Givers 0-12 Single $50-$99.99 5.93% Cash only 0-12 Single $50-$99.99
  103. 103. BUT, there is an exception.. $138,000 $89,000
  104. 104. Street recruits don’t respond Recruited straight to Cash Given (ie have Response Rate regular giving by… they given a one off donation since recruited?) $138,000 Other No 11.40% $89,000 Face to Face No 1.10% Other Yes 23.80% Face to Face Yes 7.10%
  105. 105. “No one will read a long letter” Resp Mailed Cost Resp Avg Gift Income ROI Net Income Rate $138,000 $89,000 4 page letter 9,415 $25,985 2,554 27.1% $59.03 $150,754 5.80 $124,769 2 page letter 9,415 $25,232 2,287 24.3% $57.44 $131,361 5.21 $106,129
  106. 106. “No one will read a long letter” Resp Mailed Cost Resp Avg Gift Income ROI Net Income Rate $138,000 4 pages beats 2 pages $89,000 4 page letter 9,415 $25,985 2,554 27.1% $59.03 $150,754 5.80 $124,769 2 page letter 9,415 $25,232 2,287 24.3% $57.44 $131,361 5.21 $106,129
  107. 107. “No one will read a long letter” Mailed Resp Rate $138,000 Gross Income Average Gift Net Income ROI $89,000 4 page letter 4,083 11.6% $21,624 $46 $19,056 0.89 6 page letter 4,156 19.1% $48,389 $61 $23,904 1.98
  108. 108. “No one will read a long letter” Mailed Resp Rate Gross Income Average Gift $138,000 Net Income ROI 4 page letter 6 pages beats 4 pages $89,000 4,083 11.6% $21,624 $46 $19,056 0.89 6 page letter 4,156 19.1% $48,389 $61 $23,904 1.98
  109. 109. “ROI is the most important measure” 10.00 $300,000 Real charity - change in ROI 9.00 $250,000 8.00 ROI 7.00 $200,000 6.00 ROI 5.00 $150,000 4.00 $100,000 3.00 2.00 $50,000 1.00 0.00 $0
  110. 110. “ROI is the most important measure” 10.00 $300,000 Real charity change in ROI and Net income 9.00 $250,000 8.00 Net 7.00 ROI $200,000 6.00 ROI 5.00 $150,000 4.00 $100,000 3.00 2.00 $50,000 1.00 0.00 $0
  111. 111. Final takeaways • Ask when you need the money, feedback and care
  112. 112. Final takeaways • Ask when you need the money, feedback and care • Always remember you are mailing real people – think about your own relationships
  113. 113. Final takeaways • Ask when you need the money, feedback and care • Always remember you are mailing real people – think about your own relationships • Be disciplined with your direct marketing
  114. 114. Final takeaways • Ask when you need the money, feedback and care • Always remember you are mailing real people – think about your own relationships • Be disciplined with your direct marketing • Scan what’s happening around you, including abroad
  115. 115. Final takeaways • Ask when you need the money, feedback and care • Always remember you are mailing real people – think about your own relationships • Be disciplined with your direct marketing • Scan what’s happening around you, including abroad • Apply the Pareto Principle
  116. 116. The Pareto Group exists to make the world a better place, by expanding the not-for-profit sector's capacity worldwide to ensure as many beneficiaries are helped as possible. jonathon.grapsas@paretofundraising.com www.jonathongrapsas.blogspot.com 416 915 4114 www.paretofundraising.com
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