1. Implementing Donor Insights for Real! October 15 th 2008 Team Fire

4. Four Pillars Loyalty Strategy OTG Test for monthly giving Increase frequency Increase value of give - renewal program Secondary OTG program to upgrade in 12 months Legacy Intermediate Donor Program Special Emergency Mailing - Appeal Member Introduce Monthly Donor Plan Increase value of give and frequency Acquisition Strategy Lapsed Donors Reactivation DM/TM/DM&TM Cash vs regular giving Payment Method Testing Cold Pac Creation and Testing Attrition Understand attrition Welcome program Survey? Major Donor Sponsorship/Membership Ambassador Program Board Membership Capital Campaigns

5. Year One…. Year 1 EMERGENCY APPEAL Initial Appeal Reminder Appeal Personalized Emergency Appeal w Name and Amount Response Rate Response Rate Average $ Donation Gross Revenue Active 7000 10% 5% $40 $42,000.0 Lapsed 24month 2000 8% 3% $30 $6,600.0 Other Donor 13000 3% $20 $7,800.0 Total $56,400.0 Monthly Giving Initial Appeal Reminder Appeal Regular Gifts Assoc w Emergency Appeal Response Rate Response Rate Average $ Donation/Mnth Gross Revenue Active 7000 5% 3% $15 $100,800 Cost $ 22,000.00 Net Contribution $135,200.00

6. Year One…con’t Start Year 1 Year 2 Year 3 Year 4 Year 5 Target - 15% Growth $ 600,000 $ 690,000 $ 793,500 $ 912,525 $ 1,049,404 $ 1,206,814 Minimum Revenue Diff YR/YR $ 90,000 $ 103,500 $ 119,025 $ 136,879 $ 157,411 Gross Revenue $ 600,000 $ 735,200 Active Donors 7000 Lapse Donors 12 to 24 mnths 2000 Attrition 22% Total Database 22000 Average Donation $ 35.00 Mktg Budget $ 150,000 $ 172,000 Net Contribution $ 450,000 $ 563,200 Budget as % of Gross Revenue 25% 23%

7. Year One to Five Start Year 1 Year 2 Year 3 Year 4 Year 5 Emergency mailing 2nd Emergency Appeal Introduce monthly giving Develop Monthly Giving Program Understand Attrition Reduce Attrition 50% Test TM Introduce TM Test Direct Dialogue Introduce Direct Dialogue Test Cold Pac Roll Out New Pac Legacy Program