Annual giving lessons learned 2015 final
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Here is a fun presentation from a few years back. Lessons Learned in Annual Giving
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Annual giving lessons learned 2015 final
- 1. The Balancing Act in Annual Giving: Lessons Learned from the Tightrope Bob Thomas Executive Director of Advancement Marketing & Communications
- 2. “There are risks and costs to a program of action. But they are far less than the long-range risks and costs of comfortable inaction.” John F. Kennedy
- 4. You Can’t “Over Ask” in Mail • Ask early ask often – for some 2-3 times per year is not enough • Find the threshold • Coordination is nice but not required • Include business reply with all communications
- 6. Q1 Q2 Q3 Q4 July – September Email sent July 21st Mail dropped August 6th October – December Email sent Nov. 23rd & 26th Mail dropped Nov. 24th January – March Email sent Jan. 26th Mail dropped Feb. 16th April – June Email sent April 10th & 12th Mail dropped May 15th Campaign Timeline
- 7. 425,406individuals asked 1,079,502total solicitations sent 9,275gifts $938,581revenue 7,696donors 839%return on investment $0.11cost per dollar raised 2%response rate Quarterly Mass Ask Results
- 8. You Can’t “Over Ask” in Mail • Ask early ask often – for some 2-3 times per year is not enough • Find the threshold • Coordination is nice but not required • Include business reply with all communications
- 9. Ask People to Support Things They Care About…Duh • Moving away from the university-wide unrestricted ask, it can be done • Include areas previously supported • Cross sell when possible
- 10. “Without change there is no innovation, creativity, or incentive for improvement. Those who initiate change will have a better opportunity to manage the change that is inevitable.” William Pollard
- 11. Don’t be Afraid to Innovate • Some examples from MSU – Quarterly ask: listed previous areas supported (last 3 unique) – Spartan 300 – Payroll deduct expiration email • Don’t let internal road blocks get in the way • Don’t be paralyzed by fear of failure • When you innovate, remember to test
- 12. “Don't tell people how to do things. Tell them what to do and let them surprise you with their results.” General George S. Patton
- 13. Let Yourself Be Surprised • Let your staff experiment – Ferret fundraiser – We’re Puzzled mailing – Sustainers program initiative – Expired payroll deduct • Celebrate the attempt, don’t squash it
- 17. Let Yourself Be Surprised • Let your staff experiment – Ferret fundraiser – We’re Puzzled mailing – Sustainers program initiative – Expired payroll deduct • Celebrate the attempt, don’t squash it
- 19. Let Yourself Be Surprised • Let your staff experiment – Ferret fundraiser – “We’re Puzzled” mailing – Sustainers program initiative – Expired payroll deduct • Celebrate the attempt, don’t squash it
- 20. Make Giving too Easy • Prepopulate forms whenever possible • Create websites with low friction – Simple steps – Easy to click and advance – Mobile friendly – Visible call to action • Respect where they want to give
- 22. Make Giving too Easy • Prepopulate forms whenever possible • Create websites with low friction – Simple steps – Easy to click and advance – Mobile friendly – Visible call to action • Respect where they want to give
- 23. Despite Recent Reports, Phone is not Dead • However it is a mature and declining channel – Consolidate – Optimize • Be donor centric – TM is most sensitive • Get in and get out • Bottom line, still the best channel for acquisition
- 24. Know Your Donors…Know Your Data • Invest in dedicated analytics • Let the data tell you - don’t make assumptions without really knowing • Friends are a growth opportunity • Respect donors preferred channels
- 27. Questions?
Editor's Notes
- Quarterly Appeal Joyce Banish example – Human society Maria Seddon example – major donor was asked to give an additional gift for the fiscal year and agreed.
- Note that we have not mailed the final Q4 print piece at this time.
- Cost per dollar raised is lower as the email solicitation have no direct costs.
- Quarterly Appeal Joyce Banish example – Human society Maria Seddon example – major donor was asked to give an additional gift for the fiscal year and agreed.
- Quarterly Appeal
- Quarterly Appeal Name mistake – how we addressed it. Show Francis Letter TRANSITION to INNOVATION You cant please everyone…and that is okay Try new things/ test everything/never stop learning! Push the envelope – especially if you hear we “have always just done it that way in the past or we can’t do that because we don’t have the resources. Were puzzled – gave away an I-Pad through a raffle drawing in which you first had to solve the crossword puzzle. Crowd Power – Two types, our Journey
- Ferret
- Ferret
- Ferret
- Include website to give online on all direct marketing appeals Prominently display the give now button on your website. or the process for giving. Sustainers program Pre-filled bio within gift cart scenerios Make giving easy – sounds logical and intuitive but its not always. 25% of online purchases were abandoned because the process was too complicated. 24% website crashed; 21% said the process took to long; Fight your internal pressures to ask for every bit of info. What do you NEED to process the gift vs. what would we LIKE http://www.shopify.com/blog/8484093-why-online-retailers-are-losing-67-45-of-sales-and-what-to-do-about-it
- Include website to give online on all direct marketing appeals Prominently display the give now button on your website. or the process for giving. Sustainers program Pre-filled bio within gift cart scenerios Make giving easy – sounds logical and intuitive but its not always. 25% of online purchases were abandoned because the process was too complicated. 24% website crashed; 21% said the process took to long; Fight your internal pressures to ask for every bit of info. What do you NEED to process the gift vs. what would we LIKE http://www.shopify.com/blog/8484093-why-online-retailers-are-losing-67-45-of-sales-and-what-to-do-about-it
- Calling is best channel for donor acquisition Some donors love the calls and expect the calls FY2014 we postposed calling of current donors until December; lessons learned included: people where waiting for and expecting the call. Additionally they did not respond to the direct mail that had been sent because they stated they wanted the call. Consider using your call center for more than soliciting. Recent donor -Thank you calls Inbound inquiry center Survey research Training of staff