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Donor Acquisition is Changing by RSPB
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Donor Acquisition is Changing by RSPB

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The Good Agency are running a series of free breakfast seminars. Donor Acquisition is Changing was the first in the series, and Jonny from RSPB very kindly came along to talk about how they recruit …

The Good Agency are running a series of free breakfast seminars. Donor Acquisition is Changing was the first in the series, and Jonny from RSPB very kindly came along to talk about how they recruit their donors.

Published in Education , Business , Career
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Transcript

  • 1. The Changing Face of RSPB Membership Recruitment Jonny Wright – Head of Membership Recruitment
  • 2. Recruitment by channel - proportion
  • 3. Recruitment by channel - numbers
  • 4. Face to face growth
  • 5. Face to face mix 0 25,000 50,000 75,000 100,000 98/99 99/00 00/01 01/02 02/03 03/04 04/05 05/06 06/07 07/08 08/09 09/10 RFD Private site Door-to-door In-house
  • 6.  
  • 7. Introducing RSPB Fundraising Direct
  • 8. Cumulative attrition by channel 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 1 2 3 4 5 6 7 8 9 10 11 12 Agency: D2D Agency: Private Site Direct Mail: Cold F2F in-house Inserts Internet Telemarketing: Cold Telemarketing: Warm
  • 9. Average annual commitment by channel £ Agency: D2D Agency: Private Site Direct Mail: Cold F2F in-house Inserts Internet Telemarketing: Cold Telemarketing: Warm
  • 10. DD sign up by channel Agency: D2D Cold Telemarketing Warm Telemarketing % Direct Mai l: Cold Inserts Internet F2F in-house Agency: Private Site
  • 11. Gift Aid sign up by channel % Agency: D2D Cold Telemarketing Warm Telemarketing Direct Mai l: Cold Inserts Internet F2F in-house Agency: Private Site
  • 12. What next? – Lead Conversion
  • 13. What have we learned?
    • Keep yours eyes open
    • Nothing stays the same for long
    • Plan for change
    • Know your metrics
    • Invest in analysis
    • Spread the risk, but do take risks
  • 14. Questions? all images www.rspb-images.com