How to use data to increase fundraising results Analysis, benchmarking, must dos, new ideas, myth busting & ideas for big impact

2. Goals for the session
• Encourage you to consistently
analyse
• Encourage you to participate in
some form of benchmarking
• Cover the must dos and some new
ideas for fundraising analysis
• Debunk some myths
• Give you some ideas for big impact
analysis

3. What is it? Why do it? (briefly)

4. What do we mean by analysis & benchmarking?
• Understanding how your donors
behave
• Identifying their differences and
similarities
• So you can develop strategies to
maximise the value of your
relationships
• Data analysis is unbiased
• Collaborating to share and
identify opportunities

5. How and why?
Actual data Fair comparison
Key metrics of
selected area(s)
How good could
we be?
Identify issues
and
opportunities
Review & revise
fundraising
strategy

6. How and why?
• International organisations
• Federated organisations
• Same sectorIntra
• Same sector
• Cross sector
• Activity specific e.g. online
fundraising
Inter

7. How and why?
• Consistently
• Focus on things that
matter (more on these
later)
• Focus on value over
time

8. Reasons you should be analysing your program
• To improve
• To fix a problem
• To see if you have a
problem
• To de bunk myths
• To manage tests

9. Reasons you should participate in some
form of benchmarking
•To improve
•To learn
• To collaborate
•To face reality

10. What is old / what is new
Metrics That Matter

11. What is old – metrics that matter
Second Gift Rates
•Why
•When
•What

12. 0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Phone Direct Mail Press
Inserts
Other Online TV Face to
Face
0
50
100
150
200
250
300
350
400
450
Thousands
Cash 12m Recruits
PFBM9_Analysis_ALL_v5.xlsm
Second Gift (Cash
Recruits) - Cash
Within 12 months – by channel

13. 0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Phone Direct Mail Press Inserts Other Online TV Face to Face
Cash 12m RG 12m
PFBM9_Analysis_ALL_v5.xlsm
Second Gift (Cash Recruits) -
Cash or RG
Within 12 months – by channel

14. Benchmark – Second gift within 12 months
cash recruits
Benchmark
• 50%
Average
• 40%
Low
• 21%

15. What is old – metrics that matter
Regular Giving Attrition
• Why
• When
• How

16. 0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
2005 2006 2007 2008 2009 2010
Year1 Attrition Year2 Attrition Year3 Attrition
Year4 Attrition Year5 Attrition Recruits PFBM9_Analysis_ALL_v5.xlsm
Attrition By Year
F2F Recruits

17. 0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
0%
10%
20%
30%
40%
50%
60%
ACT NT WA VIC SA TAS NSW QLD
Year1 Attrition Recruits
PFBM9_Analysis_ALL_v5.xlsm
Attrition By Year
F2F Recruits by State
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
0%
10%
20%
30%
40%
50%
60%
$15 $20 $25 $30 $35 $39 $40
Year1 Attrition Recruits
PFBM9_Analysis_ALL_v5.xlsm
Attrition By Year
F2F Recruits by Value
51% 48%
42%
34%
30% 30% 32% 34%
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
0%
10%
20%
30%
40%
50%
60%
18-24 25-34 35-44 45-54 55-64 65-74 75-84 85+
Year1 Attrition Recruits
PFBM9_AdditionalAnalysis_v3.xlsm
Attrition By Year
F2F Recruits by Age

18. 0
2,000
4,000
6,000
8,000
10,000
12,000
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
2005 2006 2007 2008 2009 2010
Year1 Attrition Year2 Attrition Year3 Attrition
Year4 Attrition Year5 Attrition Recruits PFBM9_Analysis_ALL_v5.xlsm
Attrition By Year
Non-F2F Recruits
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
20,000
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
2005 2006 2007 2008 2009 2010
Year1 Attrition Year2 Attrition Year3 Attrition
Year4 Attrition Year5 Attrition Recruits PFBM9_Analysis_ALL_v5.xlsm
Attrition By Year
Cash Converters

19. Benchmark – Year 1 RG Attrition
F2F
• Benchmark: 34%
• Average: 45%
• Low: 61%
Non-F2F
• Benchmark: 11%
• Average: 19%
• Low: 28%
Cash Converters
• Benchmark: 7%
• Average: 15%
• Low: 30%

20. What is new – metrics that matter
Measuring Bequest
Programs
• What can be measured
outside of income?

21. 0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
3.5%
4.0%
PFBM9_Analysis_ALL_v5.xlsm
Confirmed Bequestors by Type of Support

22. 0.00%
0.02%
0.04%
0.06%
0.08%
0.10%
0.12%
Financial
Supporters
Regular
Givers
Cash
Donors
Over Ten
Years
Active Cash
Donors
Given Last 5
Years
Confirmed bequestors by Type of Support

23. What is new – metrics that matter
Giving Ratios
•Why measure?
•What decisions they can help us
make?

24. 0.0
0.2
0.4
0.6
0.8
1.0
1.2
1.4
1.6
1.8
2.0
2005 2006 2007 2008 2009 2010
Year 1 Cash Ratio Year 1 RG Ratio
PFBM9_Analysis_ALL_v5.xlsm
Cash Year 1 Income Ratio: by year, direct mail recruits

25. 0.0
0.5
1.0
1.5
2.0
2.5
0%
10%
20%
30%
40%
50%
60%
Habitat
WWFAU
ICV
Starship
ShepherdC.
CPA
Lifeflight
BarnardosNZ
BushHeritage
Independence
MSFAU
HeartAU
CCNSW
PeterMac
LDH
Vision
ArthritisNSW
TCCQLD
Alfred
CHF
Stroke
WaterAid
CHW
Anglicare
BWA
BarnardosAU
CatholicM.
RFlyingDr
BakerIDI
MakeaWish
BerrySt
RNZFB
LeprosyM.
ArthritisQLD
ACF
UNICEFNZ
SCHF
Amnesty
Yooralla
RSPCA
MaryPotter
IHC
CanTeen
Youngcare
2nd Any Gift 12 Months One Year Ratio
PFBM9CHW_Analysis_ALL_v5_ind.xlsm
Cash Year 1 Income Ratio: by year, direct mail recruits

26. 6.1
4.6 4.4 4.2 4.2 4.0
3.3 3.2
3.0
2.4
1.5
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
Four Year Ratio Recruits
PFBM9_Analysis_ALL_v5.xlsm
Four Year Income Ratio to First Gift: cash recruits

27. Myths data help you to
debunk

28. That won’t work here
I need to focus on specific competitors
Premium recruited donors are ‘just buying
stuff’

29. Analysis that is delivering
BIG impact

30. Donor loyalty (cross-pollination)
0%
5%
10%
15%
20%
25%
30%
35%
40%
2004 2005 2006 2007 2008 2009 2010 2011
Proportionofdonorsgivingtomultiplecharities
PFBM9_XPol_AU_v1.xlsm
Increase in cross-pollination)

31. 0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Direct
Mail
Face to
Face
Media Online Phone Direct
Mail
Face to
Face
Media Online Phone
Cash Regular Gift
First Gift Type & Channel
PFBM9_XPol_AU_v1.xlsm
Donor loyalty (cross-pollination)
Proportion Giving Elsewhere

32. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0 1 2 3 4 5 6 7+
Retention
Additional charities donated to
PFBM9_XPol_AU_v1.xlsm
Donor loyalty (cross-pollination)
Donor Retention 2011

33. Donor experience

34. Understanding difference –
average gift by sector
• Carol – following are two charts that look
at the average gift by sector for 2011 and
then by year since 2005. Notes on the fist
chart indicate the number of charities in
each sector group
• I have gross income for cash, RG and
bequests by sector and over time but as
the number of charities varies they are
potentially of little use

35. $41.24
$45.59
$47.48
$59.98
$60.22
$65.11
$89.37
$0 $20 $40 $60 $80 $100
Children & Youth
Environment/Conservation
Disability
Social Care
International
Animal Welfare
Health & Medical
PFBM9_IncomeSummary_v1_charityGrp.
Cash Average Gift 2011

36. Cash Average Gift By Year
$0 $20 $40 $60 $80 $100 $120 $140
Environment/Conservation 2005
Environment/Conservation 2006
Environment/Conservation 2007
Environment/Conservation 2008
Environment/Conservation 2009
Environment/Conservation 2010
Environment/Conservation 2011
Disability 2005
Disability 2006
Disability 2007
Disability 2008
Disability 2009
Disability 2010
Disability 2011
International 2005
International 2006
International 2007
International 2008
International 2009
International 2010
International 2011
Children & Youth 2005
Children & Youth 2006
Children & Youth 2007
Children & Youth 2008
Children & Youth 2009
Children & Youth 2010
Children & Youth 2011
Animal Welfare 2005
Animal Welfare 2006
Animal Welfare 2007
Animal Welfare 2008
Animal Welfare 2009
Animal Welfare 2010
Animal Welfare 2011
Social Care 2005
Social Care 2006
Social Care 2007
Social Care 2008
Social Care 2009
Social Care 2010
Social Care 2011
Health & Medical 2005
Health & Medical 2006
Health & Medical 2007
Health & Medical 2008
Health & Medical 2009
Health & Medical 2010
Health & Medical 2011
PFBM9_IncomeSummary_v1_charityGrp.x

37. QUESTIONS?
Get in touch
Carole Rhine
carole.rhine@blackbaud.com
Fiona McPhee
fiona.mcphee@paretofundraising.com
Skype: fimcphee
Twitter: fimcphee