Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Monthly giving programs for sustaining donations 'As Time Goes By'

2,037 views

Published on

Wendy Marinaccio Husman of Mal Warwick | Donordigital and Jeanne Horne of No Kid Hungry's #Bridge14 conference presentation about nonprofit monthly giving programs.

Published in: Marketing, Technology, Travel
  • Be the first to comment

Monthly giving programs for sustaining donations 'As Time Goes By'

  1. 1. Play It Again, Sam Monthly Giving Programs for Sustaining Donations ‘As Time Goes By’ Jeanne Horne, Share Our Strength Wendy Marinaccio Husman, Donordigital #Bridge14
  2. 2. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Here’s lookin’ at you, kid
  3. 3. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Share Our Strength Jeanne Horne Senior Manager, Digital Communications Share Our Strength  200 employees, HQ in DC  No Kid Hungry campaign is ending childhood hunger  Feeding kids where they live, learn and play
  4. 4. @donordigital @nokidhungry @wendymarinaccio #Bridge14
  5. 5. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Mal Warwick | Donordigital Wendy Marinaccio Husman Senior Account Executive Donordigital  Integrated, multi-channel strategy  High-level and granular analysis  Full copywriting and design creative service  Production and management services
  6. 6. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Why Monthly Giving Rules!  Revenue you can count on  Efforts compound over time  Increase donor lifetime value  No need to renew  Planned giving prospect pool  Donor preference to “set it & forget it”
  7. 7. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Monthly Giving
  8. 8. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Components of A Program  Recruitment  Upgrades  Re-engagement  Retention  Tracking  Testing
  9. 9. @donordigital @nokidhungry @wendymarinaccio #Bridge14 The Hunger Core History 2011 & prior Launch $10,000/month Under 500 members Checkbox on donation form Dr. Oz 2012 Added name and logo Hunger Hits Home (Food Network) Added donor benefits 2013 Added ask to renewal campaign Monthly donor upsell light-box Targeted “Blitz” campaign Monthly Donor Task Force formed 2014 Online advertising campaign Repeated the Blitz campaign More frequent asks
  10. 10. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Recruitment
  11. 11. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Organic monthly gifts
  12. 12. @donordigital @nokidhungry @wendymarinaccio #Bridge14
  13. 13. @donordigital @nokidhungry @wendymarinaccio #Bridge14
  14. 14. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Website Promotion
  15. 15. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Monthly giving upsell lightbox
  16. 16. @donordigital @nokidhungry @wendymarinaccio #Bridge14 New Donor Welcome Series
  17. 17. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Welcome Series
  18. 18. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Month-long dedicated campaign Components: Goal, deadline & thermometer Email series Direct mail piece Tele-funding Integrated emails Online advertising Home page lightbox Donation form testing Upsell lightbox E-Miles donor acquisition Premium/Incentive Segmentation w/ targeted asks Join, re-join, upgrade Different ask string
  19. 19. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Integrated Calendar
  20. 20. @donordigital @nokidhungry @wendymarinaccio #Bridge14
  21. 21. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Online ads
  22. 22. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Online Advertising Campaign
  23. 23. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Dedicated campaign: smaller org Components: 2 email messages Home page feature Facebook post Improve donation form prior to campaign All efforts tracked No segmentation
  24. 24. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Appeal Emails
  25. 25. @donordigital @nokidhungry @wendymarinaccio #Bridge14 In the mail  Current donors  Mailed appeal – on the response form (organic)  Mailed appeal – dedicated sustainer ask  Monthly newsletter bangtail  Welcome package to new donors
  26. 26. @donordigital @nokidhungry @wendymarinaccio #Bridge14
  27. 27. @donordigital @nokidhungry @wendymarinaccio #Bridge14
  28. 28. @donordigital @nokidhungry @wendymarinaccio #Bridge14
  29. 29. @donordigital @nokidhungry @wendymarinaccio #Bridge14
  30. 30. @donordigital @nokidhungry @wendymarinaccio #Bridge14
  31. 31. @donordigital @nokidhungry @wendymarinaccio #Bridge14
  32. 32. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Telefunding  Phones are the #1 offline recruitment channel  Target audiences  Get people on the phone as soon as they make a gift; convert right away  Donors HPC $25-99 with 2+ gifts  Email in support of the ask
  33. 33. @donordigital @nokidhungry @wendymarinaccio #Bridge14
  34. 34. @donordigital @nokidhungry @wendymarinaccio #Bridge14 0 50 100 150 200 250 300 350 400 1000 1200 1400 1600 1800 2000 2200 2400 2600 2800 April '13 May '13 June '13 July '13 August '13 September '13 October '13 November '13 December '13 January '14 February '14 March '14 April '14 Monthly Gifts New Monthly Gifts New Monthly Donations
  35. 35. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Upgrades
  36. 36. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Ask for more  Invite monthly donors to upgrade their gift  Specific upgrade amount  Method to not duplicate monthly gift  Get the data right
  37. 37. @donordigital @nokidhungry @wendymarinaccio #Bridge14
  38. 38. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Ask for more
  39. 39. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Re-engage Lapsed Donors
  40. 40. @donordigital @nokidhungry @wendymarinaccio #Bridge14 We want you back  Re-join attempts  Triggered email series  Annual receipt with lapsed member postcard  Telefund  Track re-acquired donors  Back in the regular communications flow  Email and mail mentions they are a former monthly donor  Online ads
  41. 41. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Triggered email series
  42. 42. @donordigital @nokidhungry @wendymarinaccio #Bridge14
  43. 43. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Retention
  44. 44. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Retention  Stewardship  Acknowledgement & receipts  Donor benefits  Donor services  Talk to sustainers like you know them  Segment/suppress correctly  Stop-loss  Keep credit cards current  Telefunding
  45. 45. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Acknowledgements & Benefits
  46. 46. @donordigital @nokidhungry @wendymarinaccio #Bridge14
  47. 47. @donordigital @nokidhungry @wendymarinaccio #Bridge14
  48. 48. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Communications Calendar Suppress? Email Content Sender Scheduled Launch Date Day of Week Notes Email Type Hunger Core DNM = Do not mail March 2014 School Breakfast 1 Lindsey Spindle 3/4/2014 Tuesday Bake Sale Cultivation DNM School Breakfast 2: Tuesday send Billy Shore 3/11/2014 Tuesday Day of test Appeal DNM School Breakfast 2: Wednesday send Billy Shore 3/12/2014 Wednesday Day of test Appeal DNM Lightbox is live 3/17/2014 Monday HC 1: Quiz - Any registered Team NKH 3/18/2014 Tuesday Hunger Quiz Cultivation DNM HC 1: Quiz - HC Team NKH 3/18/2014 Tuesday Hunger Quiz Cultivation SEND Integrated DM Renewal #2 3/20/2014 Thursday Renewal - 2nd reminder Appeal DNM HC 2: Campaign Update: Actives, Donors Tom Nelson 3/25/2014 Tuesday State bullets. No subline test for donor segmentAppeal DNM HC 2: Campaign Update: Inactives Tom Nelson 3/27/2014 Thursday State bullets. Subject line test for non-donorsAppeal DNM HC 2: Campaign Update: HC Upgrade Tom Nelson 3/27/2014 Thursday State bullets. No subline test for donor segmentAppeal SEND April 2014 HC 3: Advo: Actives, Donors Jeff Bridges 4/1/2014 Tuesday Advo on breakfast programs Advo SEND HC 3: Advo: Inactives Jeff Bridges 4/3/2014 Thursday Advo on breakfast programs Advo SEND
  49. 49. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Stop-loss  Credit card expiration  Donor services number easily accessible  Staff member check for expired cards  Triggered email series for upcoming expirations  Website forms  Mail  Phone  Other card issues  Similar strategies for lost or stolen cards
  50. 50. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Donor services
  51. 51. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Metrics & Tracking
  52. 52. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Metrics & Tracking Convi o Raisers Edge Deep Analysis Financial reporting Projections and goals Program-wide retention and attrition Campaigns and outreach Maintenance: card problems, expiring cards Quick snapshots
  53. 53. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Campaign Metrics to Track 2013 Monthly Donor Blitz  Upgraded Donors: 24  New Monthly Gifts: 369  Avg. Gift: $22  Total Revenue: $73,429  Avg. Duration (months): 8.48 2011 Holiday Campaign  Upgraded Donors: 0  New Monthly Gifts: 425  Avg. Gift: $31.97  Total Revenue: $196,8514  Avg. Duration (months): 14.36
  54. 54. @donordigital @nokidhungry @wendymarinaccio #Bridge14 2013 Online Giving 0 1000 2000 3000 4000 5000 6000 January February March April May June July August September October November December One Time Sustainer
  55. 55. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Test, Test, Test
  56. 56. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Monthly Donation Page
  57. 57. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Before & After
  58. 58. @donordigital @nokidhungry @wendymarinaccio #Bridge14
  59. 59. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Response significance  Ensure your tests have a statistically significant response  90% confidence indicates a 10% chance the result is not significant; best to be at 95%+  Use our calculator: http://malwarwick.com/response-significance- calculator/
  60. 60. @donordigital @nokidhungry @wendymarinaccio #Bridge14
  61. 61. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Take-aways for large programs  Spend as much time on retention and stop- loss as on recruitment  Ask current monthly donors to upgrade  Integrate your fundraising across channels
  62. 62. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Take-aways for small programs  Improve best practices throughout your fundraising  Create a dedicated monthly giving donation form  Ensure processes/staff resources are in place  Keep a long view
  63. 63. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Share Our Strength Sustainer Revenue $0 $10,000 $20,000 $30,000 $40,000 $50,000 $60,000 $70,000 $80,000
  64. 64. @donordigital @nokidhungry @wendymarinaccio #Bridge14 Questions?
  65. 65. …but you can call us anytime! Wendy Marinaccio Husman Jeanne Horne wendy@donordigital.com jhorne@strength.org (510) 473-0366 (202) 649-4341 Don’t forget to visit the Solutions Showcase! Many of the ideas discussed today are on display at the Solutions Showcase!#Bridge14 www.donordigital.com @donordigital @wendymarinaccio

×