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.
8 Things Big Nonprofits Don’t Know  That Smaller Nonprofits Understand
8 Things Big Nonprofits Don’t Know That        Smaller Nonprofits UnderstandDavid SaundersNational Museum of the American ...
8 Tips:1. It’s a multi-channel world. You need to be where your donors are in   every channel.2. Ensure a seamless donor e...
David SaundersDirector of MembershipNational Museum of the American Indian
About the NMAINMAI is committed to advancing the knowledge and understanding of the Nativecultures of the Western Hemisphe...
The National Museum of the      American Indian, Washington, DC                                        The George Gustav H...
Membership ProgramEstablished in 1991 as part of the museum’scapital campaign to open the Cultural ResourcesCenter and the...
Income by Channel            $3,500            $3,000            $2,500Thousands            $2,000            $1,500      ...
Web Income Matched to Join Channel$300,000$200,000$100,000      $0                     FY08                FY09           ...
Subsequent Income by Channel for Web Joins $160,000 $140,000 $120,000 $100,000  $80,000  $60,000  $40,000  $20,000       $...
Subsequent Income by Channel for Direct Mail Joins    $3,000,000    $2,500,000    $2,000,000    $1,500,000    $1,000,000  ...
FY11 Income per Member by Previous Giving Channels$80                                                                     ...
Online Email Registration
Capture emails on all mailings,communications, inbound calls, events, etc..
AcquisitionCorresponding DM acquisition
RenewalsSuggestedrenewalamount andexpire datepopulated                             Corresponding                          ...
Appeals         July Appeal: CalendarHighest Response % - 6% increase over FY10 exceeded budgeted Net Revenue by 40%      ...
eAppeals and eRenewals                 Calendar e-Appeal SeriesEmail 1: Vote with ask to appeal/ renew/ join audiencesEmai...
•   Minimal changes from    previous year (similar style,    same number of images)•   Incorporated calendar ask    into r...
eAppeal Calendar Efforts                        QTY      AVG.     RESP.   GIFTS   FULFILLED   TOTAL      NET              ...
2009 Director’s Council Upgrade Campaign2 Direct Mail efforts in January and July vs. 1 effort in 2008Telemarketing effort...
Telemarketing EffortCASE FOR GIVING: Mr/Ms____, the vision of the National Museum of the American Indian was never simply ...
NMAI FY09 DM and TM Final Results DM Effort #1 shows lift in performance due to package revisions. DM Effort #2 costs sh...
NMAI FY09 DCOF Final Results FY09 DCOF strategy expanded with the addition of a TM follow-up invitation and an  additiona...
David SaundersDirector of MembershipNational Museum of the American Indian202-633-6602SaundersDF@si.edu
Palmer ShepherdNational Breast Cancer Coalition
National Breast Cancer CoalitionSince NBCCs founding in 1991, it has changed the world of   breast cancer—in public policy...
National Breast Cancer Coalition
Breaking Down Database Silos• Expanded use of Donor Database  – Giving the nonprofit a better overall view of their    Con...
Data Coordination• Database Manager is invited to project kick-offs to  coordinate information needs   – Build infrastruct...
What Can David Do?• Increased flexibility of individual employees  allows small nonprofits to pivot quickly based  on the ...
A Few Examples of Small Benefits• Shared information between departments to  improve constituents’ experience• Enhance con...
Small and Mighty• Increased flexibility allows small nonprofits to  quickly move their resources to where they are  needed...
Palmer B. ShepherdDatabase & Membership ManagerNational Beast Cancer CoalitionEmail pshepherd@BreastCancerDeadline2020.org
Dave PerrettWolf Trap Foundation for the Performing Arts
Wolf Trap Foundation for the Performing Arts             Our Mission             To present and create excellent and innov...
Wolf Trap Membership     Less than 2% of Wolf Trap’s ongoing funding for operations comes from government     sources. The...
Why have an Integrated Program?    Research has shown that members who buy tickets frequently have higher    value and bet...
The Path to Integration: Step 1Step 1: Meet with your Marketing Department!Sounds simple, but this type of meeting often n...
The Path to Integration: Step 2 Step 2: Create an integrated schedule to take advantage       of key dates        Month   ...
The Path to Integration: Step 3Step 3: Test to determine the best strategyTests to conduct:       Performance photo on car...
The Path to Integration: Step 4Step 4: Meet with Marketing Department to discuss        results!The numbers may speak for ...
Integration in theMembership Direct Marketing Program                                      43
February Acquisition Package                               Insert highlighting                               upcoming     ...
eAcquisition               Dear Barbara,               Right now we are planning for our 2011, 40th anniversary Filene Cen...
Renewal Series – First Notice (Three Months Prior to Expire)•    Mail annual renewal     series just prior to first     an...
Integration in Marketing       Materials                           47
Performance Schedule Mailing                               48
Marketing Email                                                                                                           ...
Marketing Email             Email not displaying correctly? View it in your browser.                        Send to a Frie...
2010 Ad Membership ask  Ticket Presalebenefit highlighted                      51
Summer 2011 Print Ad                       Member benefit – Ticket                       Presale highlighted              ...
Dave PerrettWolf Trap Foundation for the Performing Arts(703) 255-1929DaveP@WOLFTRAP.ORG
AMY BARRIALEAfrican Wildlife Foundation
Organization OverviewThe African Wildlife Foundation,    together with the people   of Africa, works to ensure the wildlif...
CORE CHALLENGESOrganizational Structure Silos                     MAJOR GIFTS               MEMBERSHIP                    ...
CORE CHALLENGESMembership Database Silos                 Online                          Offline               Membership ...
DEVELOPING THE PLANDecipher Actual from Assumption                                    Develop                      Dig int...
DEVELOPING THE PLANUniting Best Practices for Success       Small           Large     Scalable      Business        Busine...
STRATEGY EXECUTIONOrganizational Structure Issue• Lack of cohesive strategic support to supporting  communication channels...
STRATEGY EXECUTIONOrganizational Restructure Resolution         MEMBERSHIP PROGRAM                  MAJOR GIFTS PROGRAM   ...
STRATEGY EXECUTION   New Donor Classification: Original Discrepancies                                  Gives              ...
STRATEGY EXECUTION   New Donor Classification: Updated Protocol                                  Gives                    ...
STRATEGY EXECUTIONMembership Database Issue• Data hygiene at risk due to manual processes and human error• Inability to fu...
STRATEGY EXECUTIONMembership Database Resolution All DataEntry and               Database    Online   Offline   Financial ...
THE NEXT STEPSBenefits of Revitalization• Membership Database Restructure    –   Implementing a system to support a fully ...
THE NEXT STEPSLessons Learned1. Focus on structure and hierarchy first, then creative strategy2. Exercise open communicati...
Amy BarrialeAfrican Wildlife Foundation(202) 939-3343abarriale@awf.org
Upcoming SlideShare
Loading in …5
×

8 Things Big Nonprofits Don't Know That Smaller Nonprofits Understand

690 views

Published on

Published in: Business, Education
  • Be the first to comment

  • Be the first to like this

8 Things Big Nonprofits Don't Know That Smaller Nonprofits Understand

  1. 1. 8 Things Big Nonprofits Don’t Know That Smaller Nonprofits Understand
  2. 2. 8 Things Big Nonprofits Don’t Know That Smaller Nonprofits UnderstandDavid SaundersNational Museum of the American IndianPalmer ShepherdNational Breast Cancer CoalitionDave PerrettWolf Trap Foundation for the Performing ArtsAmy BarrialeAfrican Wildlife Foundation
  3. 3. 8 Tips:1. It’s a multi-channel world. You need to be where your donors are in every channel.2. Ensure a seamless donor experience - break down your channel silos and ensure cohesive communication.3. Don’t forget to coordinate closely with your communications/PR/ Marketing departments on strategy AND scheduling.4. Break down the barriers in fundraising strategy between low dollar and high dollar giving and ensure a seamless member/donor experience.5. Integrate and coordinate schedules among all departments communicating with member/donors and prospects.6. Break down database silos.7. Be deliberate about inter-departmental data business rules.8. Reward staff who play well together!!
  4. 4. David SaundersDirector of MembershipNational Museum of the American Indian
  5. 5. About the NMAINMAI is committed to advancing the knowledge and understanding of the Nativecultures of the Western Hemisphere, past, present, and future, through partnershipwith Native people and others.The museum works to support the continuance of culture, traditional values, andtransitions in contemporary Native life.3 locations – DC, NY, Suitland – as well as extensive online collections search andtravelling exhibitions.
  6. 6. The National Museum of the American Indian, Washington, DC The George Gustav Heye Center, New York, NYCultural Resources Center, Suitland, MD
  7. 7. Membership ProgramEstablished in 1991 as part of the museum’scapital campaign to open the Cultural ResourcesCenter and the Museum on the National Mall300,000 individuals have donated more than$53,000,000 over the past 19 yearsCurrent membership of 42,000 householdsnationwide.70% of members live outside the DC and NYCmetropolitan areas
  8. 8. Income by Channel $3,500 $3,000 $2,500Thousands $2,000 $1,500 $1,000 $500 $0 FY08 FY09 FY10 FY11 Mail TM Web Email
  9. 9. Web Income Matched to Join Channel$300,000$200,000$100,000 $0 FY08 FY09 FY10 FY11 Direct Mail TM Multi-Year Web New Web Email • Direct Mail joins gave 67% of online income in FY11. • Web joins gave 31% of online income when both first and multi-year joins are combined. • These percentages have remained within a couple of percentage points starting in FY08.
  10. 10. Subsequent Income by Channel for Web Joins $160,000 $140,000 $120,000 $100,000 $80,000 $60,000 $40,000 $20,000 $0 FY08 FY09 FY10 FY11 DM TM Web Email Major Donor-DM Major Donor-TM• Web joins are giving 21% of subsequent giving via the web, 43% via direct mail and 21% via email.• In addition, they gave 18% of their subsequent income to the Major Donor program.
  11. 11. Subsequent Income by Channel for Direct Mail Joins $3,000,000 $2,500,000 $2,000,000 $1,500,000 $1,000,000 $500,000 $0 FY08 FY09 FY10 FY11 DM TM Web Email Major Donor-DM Major Donor-TM• Direct Mail joins gave 80% of subsequent giving to direct mail in FY11• Telemarketing comprised 2% of their giving in FY11• Online giving is 5% in FY11• Direct Mail joins have been a strong source of Major Donor giving. They gave 10% of their subsequent giving to the Major Donor program in FY11.
  12. 12. FY11 Income per Member by Previous Giving Channels$80 100%$70 80%$60$50 60%$40$30 40%$20 20%$10 $0 0% DM, TM, DM, TM DM and DM and DM and TM DM Only Web Only Web and and Web Email Web Email Income/Member Average Gift Retention • Members having given to all four channels at the start of FY11 were the most valuable during FY11. • Only members with four or more gifts previous to FY11 were included in this analysis.
  13. 13. Online Email Registration
  14. 14. Capture emails on all mailings,communications, inbound calls, events, etc..
  15. 15. AcquisitionCorresponding DM acquisition
  16. 16. RenewalsSuggestedrenewalamount andexpire datepopulated Corresponding DM renewals • eRenewal revenue from monthly efforts has increased 86% since FY09 and has not negatively affected DM renewals
  17. 17. Appeals July Appeal: CalendarHighest Response % - 6% increase over FY10 exceeded budgeted Net Revenue by 40% Soft ask included in Wellspring Society Segment – highest performing segment at 9.8% Sept Appeal: Calendar Follow Up Additional appeal effort in FY11
  18. 18. eAppeals and eRenewals Calendar e-Appeal SeriesEmail 1: Vote with ask to appeal/ renew/ join audiencesEmail 2: Winner with ask to appeal/ renew/ join audiencesEmail 3: Join/Renew to receive calendarEmail 4: Join/Renewal last chance
  19. 19. • Minimal changes from previous year (similar style, same number of images)• Incorporated calendar ask into regular monthly renewals.• Avg. gift stayed fairly flat• Response rate more than doubled• Raised 3.5x more gross revenue• Avg. gift stayed fairly flat
  20. 20. eAppeal Calendar Efforts QTY AVG. RESP. GIFTS FULFILLED TOTAL NET SENT GIFT RATE REVENUE COST REVENUE FY11 Acquisition 49,119 $40.41 0.12% 58 $2,344 $1,249 $1,095 FY10 Acquisition 39,850 $32.09 0.11% 43 $1,380 $2,083 ($703) FY11 Appeal 17,175 $51.35 0.28% 48 $2,465 $437 $2,028 FY10 Appeal 16,029 $38.00 0.06% 10 $380 $838 ($458) FY11 Renewal 71,325 $48.65 0.66% 470 $22,865 $1,813 $21,052 FY10 Renewal 15,784 $50.71 0.75% 119 $6,035 $825 $5,210 FY11 TOTAL 137,619 $48.05 0.42% 576 $27,674 $3,499 $24,175 FY10 TOTAL 71,663 $45.32 0.24% 172 $7,795 $3,746 $4,049FY11 expanded strategy: Added 4th email in the series – “Last Chance” offer to Join/ Renew Expand select to include all lapsed and non-member records with valid email addresses FY11 Net Revenue increased 497% over FY10
  21. 21. 2009 Director’s Council Upgrade Campaign2 Direct Mail efforts in January and July vs. 1 effort in 2008Telemarketing effort in April vs. no telemarketing in 2008
  22. 22. Telemarketing EffortCASE FOR GIVING: Mr/Ms____, the vision of the National Museum of the American Indian was never simply to be ashowcase for artifacts, but rather a living cultural center where all Native voices can be heard.Mr/Ms____, are you aware that old stereotypes of Native Americans continue to exist in educational materials in manyschools? It’s probably not surprising, but it’s unfortunate when student knowledge is being shaped by historical teachings thatoften lack Native perspectives altogether.FIRST ASK: Being one of our most generous supporters and a “kindred spirit” to our mission, we would like to invite you tobecome part of the very special Director’s Council of Friends membership -- to help us fill in the gap of what is being taughtwith true voices and stories of Native peoples. The Director’s Council of Friends is a group of our most loyal supporters whoare committed to shattering stereotypes and promoting understanding of the Native cultures of the Western Hemisphere. Bysupporting our programs, they assist our goal of presenting living cultures in a proper light, and the membership also comeswith some great benefits (mention 1-2 benefits as needed).IF ASK IS $5,000+: You would also have the option of having your name, or the name of a friend or loved one engraved on aplaque in the Rasmuson Performing Arts Theater in recognition of your extraordinary support.Because NMAI’s greatest impact is reflected in reaching out to the minds and attitudes of young people, can we counton you to (join / renew your membership with) our Director’s Council of Friends with a gift of $FIRST ASK, which canbe broken into four quarterly gifts of $______?
  23. 23. NMAI FY09 DM and TM Final Results DM Effort #1 shows lift in performance due to package revisions. DM Effort #2 costs show savings of gang printing (these are also lower because creative costs were absorbed by Effort #1) TM campaign has more gifts because callers secured more gifts under $1,000 than the mail campaigns – increases response and decreases average gift. Quantity Gifts RR % AG Gross Cost Net Net/Dnr 2008 DM DCOF Invitation 5,999 42 0.70% $785.12 $32,975 $11,502 $21,473 $511.27 DM DCOF Invitation - Effort #1 6,639 95 1.43% $534.21 $50,750 $14,208 $36,542 $384.65 TM DCOF Invitation 1,122 204 18.18% $327.25 $66,760 $9,417 $57,343 $281.09 DM DCOF Invitation - Effort #2 6,279 32 0.51% $430.47 $13,775 $9,823 $3,952 $123.50
  24. 24. NMAI FY09 DCOF Final Results FY09 DCOF strategy expanded with the addition of a TM follow-up invitation and an additional DM effort in July. New TM Invite upgraded 42 members to DCOF, and had extremely high credit card rate of 42.45% (35% budgeted), helping the campaign to fulfill at 74%. Net Revenue increased by 356% over the previous year (does not reflect additional contributions from installment gifts). $97,837 vs. $21,473 DM invite art and copy refreshed and benefits listing refined (2nd effort included “enhanced benefits” teaser and insert) and data selections adjusted for improved response. DCOF members in December 2008: 216 July 2009: 267 May 2010: 266 Quantity: 14,040 Gifts: 331 RR%: 2.36% Ave Gift: $396.63 Gross Rev: $131,285
  25. 25. David SaundersDirector of MembershipNational Museum of the American Indian202-633-6602SaundersDF@si.edu
  26. 26. Palmer ShepherdNational Breast Cancer Coalition
  27. 27. National Breast Cancer CoalitionSince NBCCs founding in 1991, it has changed the world of breast cancer—in public policy, science, industry and advocacy—by creating new partnerships, collaborations, research funding opportunities and avenues for access to quality care.On September 20, 2010, NBCC launched a bold initiative— Breast Cancer Deadline 2020®—a call to action for policymakers, researchers, breast cancer advocates and other stakeholders to end the disease by 2020.
  28. 28. National Breast Cancer Coalition
  29. 29. Breaking Down Database Silos• Expanded use of Donor Database – Giving the nonprofit a better overall view of their Constituents – Providing resources for Education/Program/Field Departments – Requires Compromise – Requires strong permissions/security structure• Online/Offline Database Synching – online resources have reduced existing organizational divisions of our constituents
  30. 30. Data Coordination• Database Manager is invited to project kick-offs to coordinate information needs – Build infrastructure (where is the best place to house the information that will create the minimum increase in workload). – What personnel are best suited to efficiently complete the task. They may not be in the department of the project. – Database Manager can highlight existing resources. – Database Manager can combine needs of different projects to streamline data entry/information processing. – What is the true need of the project? Actual data or trends and comparative data only? Can the needed information be captured another way? – Test and review, then invest the time for structure.
  31. 31. What Can David Do?• Increased flexibility of individual employees allows small nonprofits to pivot quickly based on the organization’s needs• Employees can detect issues sooner, because data entry staff are involved/aware of needed final result• Data entry staff are able to alert departments of patterns and trends that may affect them
  32. 32. A Few Examples of Small Benefits• Shared information between departments to improve constituents’ experience• Enhance constituents’ path through the organization (resolve being asked the same question by multiple departments)• Petition signers are tracked in the donor database and become prospects for acquisition• Data captured in the field in a ready to use format
  33. 33. Small and Mighty• Increased flexibility allows small nonprofits to quickly move their resources to where they are needed• Improved Customization of response: When the standard procedure/response is not enough, we can do more immediately• Open communication structure can allow for ideas that are often applied in one area to be a unique solution in another area
  34. 34. Palmer B. ShepherdDatabase & Membership ManagerNational Beast Cancer CoalitionEmail pshepherd@BreastCancerDeadline2020.org
  35. 35. Dave PerrettWolf Trap Foundation for the Performing Arts
  36. 36. Wolf Trap Foundation for the Performing Arts Our Mission To present and create excellent and innovative performing arts programs for the enrichment, education, and enjoyment of diverse audiences and participants. About Us Wolf Trap Foundation plays an important role as a national leader in arts and education. We offer year-round performances and innovative education programs for the enrichment and enjoyment of people of all ages. Over the past four decades, nearly 20 million people have been drawn to this natural and cultural oasis. We present nearly 300 total performances each year at the Filene Center, The Barns at Wolf Trap, and Children’s Theatre-in-the-Woods. 36
  37. 37. Wolf Trap Membership Less than 2% of Wolf Trap’s ongoing funding for operations comes from government sources. The National Park Service, Wolf Trap’s partner since founding, is responsible for facilities management (including parking), and maintenance of Wolf Trap National Park for the Performing Arts, while Wolf Trap Foundation manages performances, ticketing, concessions, and events at the Park, as well as marketing and fundraising for all program areas. Ticket sales cover only 50% of Wolf Trap’s annual operating expenses. 37
  38. 38. Why have an Integrated Program? Research has shown that members who buy tickets frequently have higher value and better retention than members who rarely buy tickets. Likewise, ticket buyers who are members tend to buy more tickets over time than ticket buyers who are not members. Everyone benefits! • On average, the 7,500 Wolf Trap members purchase 15%-20% of the 400,000+ tickets sold each year ($2.25M-$3M) More efficient use of marketing and membership expense budgets! • The need for support and the excitement of great programming are highlighted in both departments’ communication – twice the exposure and impact. 38
  39. 39. The Path to Integration: Step 1Step 1: Meet with your Marketing Department!Sounds simple, but this type of meeting often never occurs. Membership and Marketingare often silo’d departments in performing arts organizations – but it doesn’t have to be thatway!Things to discuss when determining next year’s strategy: Any major changes anticipated from last year’s schedule? What upcoming performances/event(s) do they think will generate the biggest buzz? What will the on-sale date calendar look like? What types of marketing initiatives will be used to promote shows? 39
  40. 40. The Path to Integration: Step 2 Step 2: Create an integrated schedule to take advantage of key dates Month Acquisition Renewals Reinstatement Appeal Internal Dates A0111 - DM Acquisition #1 - week of R0111 - Renewal #1 Dec Exp - 9/27 9/8/10 September 2010 RE111 - R1 Dec Exp - 9/27 A0211 - DM Acquisition #2 - week of 10/26 - first wave of announcements 10/12 October 2010 AE110 - E-Acquisition #1 Lapsed - 10/12 AE210 - E-Acquisition #2 Lapsed and R0211 - Renewal #2 Dec Exp - 11/22 subscribers - 11/29 November 2010 RE211 - R2 Dec Exp - 11/29 A0311 DM Acquisition #3 - week of 12/6 R0311 - Renewal #3 Dec Exp - 12/13 AE210 - E-Acquisition #2 Lapsed and December 2010 RE311 - R3 Dec Exp - 12/15 subscribers - 11/29 A0411 DM Acquisition #4 - week of 1/24 R0411 - Renewal #4 Dec Exp - 1/24 January 2011 RE411 - R4 Dec Exp - 1/31 R0511 - Renewal #5 Dec Exp - 2/21 2/8 - second wave of announcements February 2011 RE511 - R5 Dec Exp - 2/21 A0511 DM Acquisition #5 - week of 3/21 R0611 - Renewal #1May Exp - 3/28 L0111 DM Reinstatement (R3 pkg) - 3/14 3/15 - third wave of announcements March 2011 RE611 - R1 May Exp - 3/28 LE111 Ereinstatement (R3 e-mail) - 3/14 R0711 - Renewal #2 May Exp - 4/25 4/17 - final wave of announcements April 2011 R0811 - Renewal #3 May Exp - 5/30 May 2011 RE711 - R3 May Exp - 5/30 R0911 - Renewal #4 May Exp - 6/27 June 2011 R1011 - Renewal #5 May Exp - 7/25 CE111 Philanthropic E-Appeal - 7/18 July 2011 August 2011 40
  41. 41. The Path to Integration: Step 3Step 3: Test to determine the best strategyTests to conduct: Performance photo on carrier vs. plain carrier 1xTB vs. 2+TB results (also subscribers if you have them!) How many years back for 1xSTB or 2+STB? Timing – Play off post-performance excitement or pre- performance anticipation? Types of ticket buyers – lawn vs. in-house; genre preference; price point selects (e.g. only ticket purchases of $50 or more) Don’t forget Telemarketing, E-mail, Website, and on-site (box office sales)! 41
  42. 42. The Path to Integration: Step 4Step 4: Meet with Marketing Department to discuss results!The numbers may speak for themselves, but it’s important to schedule a meeting anddiscuss the results so that everyone can see and understand the impact of integration.Things to discuss/analyze: What was the volume of ticket sales during member pre-sale periods? What was the bump in memberships when marketing ads ran? What was the increase in total ticket sales for the year? What was the increase in total memberships for the year? 42
  43. 43. Integration in theMembership Direct Marketing Program 43
  44. 44. February Acquisition Package Insert highlighting upcoming performances 44
  45. 45. eAcquisition Dear Barbara, Right now we are planning for our 2011, 40th anniversary Filene Center season. It is going to be a fantastic one, and we want you here at Wolf Trap Membership Appeal to to enjoy it! You know that the Wolf Trap experience goes beyond performances. . . it’s a celebration of summer and the arts. You can bring a bottle of wine, a General Public E-mail picnic, a soft blanket, a few close friends, and sit on the grass in our beautiful National Park setting. Subscription List And you can enjoy Wolf Trap even more when you join as a member for as little as $65. (approximately 22,000 As a Wolf Trap member you will gain access to Exclusive Members-only ticket priority which means you can buy tickets before the general public so that you never have to miss out on your favorite performances. The next Members -only Presale for the 2011 Filene Center season will be announced on February 7. Join online now so you will be able to take advantage of this subscribers): Highlights opportunity. Many popular shows at Wolf Trap routinely sell out in-house. Last season, there was high demand for tickets to next Members-only shows like Sheryl Crow, Steve Miller Band, Harry Connick, Jr., Willie Nelson, and the National Symphony Orchestra’s An Evening with Idina Menzel & Marvin Hamlisch, just to name a few. And in addition to providing exclusive Members -only benefits, your contribution also supports and sustains the Ticket Presale excellence of our arts and education programming through The Barns at Wolf Trap, the Wolf Trap Opera Company, Wolf Trap Children’s Theatre-in-the-Woods, and Wolf Trap Institute for Early Learning Through the Arts. announcement date Plus, for a limited time, you can join for just $65 - $10 off the regular Friend level of membership! Or join as a Curtain Raiser at $150, get all the benefits of a Friend, plus earlier access to Members-only Presales and significant savings on ticket service charges (pay only $12.50 per preseason order regardless of how many tickets you purchase, instead of a per ticket charge!). Select performances are now on sale and more exciting performances for the 2011 season will be announced soon! We want you here with us! There is only one way of making sure you don’t miss out on the performances you want to see, and that’s by becoming a Wolf Trap member today. Please dont wait – join today to be eligible for our upcoming Members-only Presales! Sincerely, 45
  46. 46. Renewal Series – First Notice (Three Months Prior to Expire)• Mail annual renewal series just prior to first announcement of upcoming season; additional efforts mailed in advance of second performance announcement• Highlight upcoming performances in letter• Renewals stress upgrading membership level to get even earlier access through Members-only Presales 46
  47. 47. Integration in Marketing Materials 47
  48. 48. Performance Schedule Mailing 48
  49. 49. Marketing Email Become a Member and Buy Tickets First! Email not displaying correctly? View it in your browser. Send to a Friend Members are buying tickets to these newly announced performances NOW! Memberships begin at $75 $65. Learn more and join today! Tickets On Sale Saturday, April 30 at 10 am! Order tickets 3 easy ways: New Summer Shows Just Announced! Summer 2011 at Wolf Trap Browse the full schedule  Online at www.wolftrap.org (A per-ticket service charge applies.) These shows go on sale to the public Saturday, April 30 at 10 am. Become a member now and buy tickets first! Read below for more details. May  Call Tickets.com at 1.877.WOLFTRAP (1.877.965.3872) from 10 am to 9 pm. (A per -ticket service charge applies.) 27-28: A Prairie Home Companion with Garrison  Stop by the Filene Center Box Office and save the service charge. Summer 2011 will feature: Keillor Lucinda Williams June 2: Bill Cosby Amos Lee Walk the Red Carpet at The Inspector Premiere! 3-4: H.M.S. Pinafore - New York Gilbert & Sullivan Tuesday, July 19 Players 5: Wolf Traps 22nd Annual Louisiana Swamp Romp WORLD PREMIERE! An Evening with 6: Brian Wilson Wednesday, April 27 at 8 pm 8: Frankie Valli & Lyle Lovett Friday, April 29 at 8 pm The Four Seasons and his Large Band Sunday, May 1 at 3 pm 9: The Levon Helm Band with moe. Tuesday, August 30 10: The Go-Gos 11: Bright Eyes Stride into the spotlight and help us launch opera’s next big hit comedy! Dont miss this new comic opera from John Hiatt & The Combo M. Ward with Dawes John Musto and Mark Campbell, the GRAMMY-nominated team who brought you Volpone! How far will a 12: Indigo Girls with The Shadowboxers government official go to hide his dirty laundry? Youll be surprised. Or maybe you wont... Big Head Todd & The Monsters 14: Patti LaBelle Buy your tickets now! Tuesday, September 6 15: Elvis Costello & The Imposters 16: Southside Johnny & The Asbury Jukes The Smithereens Read about the commissioning of The Inspector The Brothers Cazimero 17-25: WTOC: The Curious Women Special Guest: Brother Noland 17-18: RAIN — A Tribute to the Beatles See you in Santa Schiffezza! Wednesday, September 7 19: The Monkees 20: Daryl Hall & John Oates 21: Aretha Franklin with Vance Gilbert 22: Mormon Tabernacle Choir Special Offer: Childrens Theatre-in-the-Woods Judy Collins 23: Peter Frampton Special Guest: Jesse Winchester 24: Creedence Clearwater Revisited Whats down a meadow path, over a bridge, nestled in trees, and full of happy children all summer long? Wolf Thursday, September 8 25: The Ultimate Doo-Wop Show Trap Childrens Theatre-in-the-Woods! Spend summer mornings in Americas National Park for the Performing 26: Earth, Wind & Fire Arts while enjoying 2 family-friendly shows in 1 day. The fun starts at 10 am, Tuesdays through Saturdays, June 28: Doug Varone and Dancers 30: MAMMA MIA! 28 to August 13! Perfect for playdates, day camps, birthday parties, and more. July Dont miss performances by kid-friendly artists such as Robbie Schaefer, Dinorock, Kinderman, and many others! 1-3: MAMMA MIA! 6: k.d. lang and the Siss Boom Bang Special offer for our email subscribers! Purchase your tickets starting today at www.wolftrap.org/TITWearlyaccess! 2 shows for 1 low price of $8 — children under 3 are FREE! Tickets go on sale to the public Saturday, April 30 at 10 am. 49
  50. 50. Marketing Email Email not displaying correctly? View it in your browser. Send to a Friend Purchase Tickets Members Make A Difference Plan Your Visit About Wolf Trap Ticket sales only cover about 50% of Wolf Trap’s annual operating expenses, so we rely on the generosity of our Support Wolf Trap members to help sustain the excellence of our arts and education programs. Join today and enjoy great benefits like the chance to order tickets for Wolf Trap’s 40th Anniversary Season before the general public with our Members-only Presales this winter and spring, and support Wolf Trap’s year-round arts and Coming up at The Barns: Coming Up at education programs including: View The Barns full schedule Wolf Trap  Nearly 100 summer performances at the one-of-a-kind Filene Center at Wolf Trap National Park for the Ari Hest View the complete schedule Performing Arts, and another 70 performances at Children’s Theatre-in-the-Woods. Special Guest: Bess Rogers  Scores of amazing performances at our intimate venue, The Barns at Wolf Trap, each fall, winter, and spring. Thursday, January 27 January  The Wolf Trap Opera Company, one of the worlds premier young artist training programs. Mesmerizing, candid folk singer 27: Ari Hest  The Wolf Trap Institute for Early Learning Through the Arts, which reaches more than 35,000 students, 28: David Jolley & Eduard Laurel parents, and educators annually in Maryland, Virginia, and Washington, DC, and 40,000 more across the U.S. 29: John Eaton One member’s support makes a difference. Join today! The Greencards February Wednesday, February 9 2: Buckwheat Zydeco GRAMMY-nominated bluegrass trio 3: Christian Scott 4-5: My Mothers Italian, My Fathers Jewish Application Deadline for Summer Internships is March 1 & Im In Therapy 9: The Greencards “One of the Best Places to Intern: 2009” — Bloomberg BusinessWeek 10: David Wilcox David Wilcox Apply now for a summer internship at Wolf Trap! Interns become integral members of the staff 11: Rebel Baroque Thursday, February 10 working side-by-side with professionals producing, promoting, and administering all aspects of the 12: Chad & Jeremy Inspirational folk-pop artist performing arts. Summer internships are paid, full-time positions lasting 12 weeks. 17: Paul Thorn 18: Jonathan Edwards Internships are available in a variety of departments including: 19: The Young Dubliners 23-24: Barrage  Planning and Initiatives 25: Cypress String Quartet  Communications & Marketing Jonathan Edwards  Education Friday, February 18 Folk artist with passion, insight, and humor March  Development and Special Events 2: Al Stewart  Wolf Trap Opera Company 4: Imani Winds  and more… 5: John Eaton 9: California Guitar Trio View a description of the internships available and learn how to apply Barrage 10: Tom Paxton Wednesday & Thursday, February 23 & 24 11-12: The Second City: Fair & Unbalanced Lively, fast-paced fiddle-fest 15-16: Al di Meola 18: Cuarteto Latinoamericano Show Announcements & Updates 22-23: Kathy Mattea 24: Lucy Kaplansky Due to a scheduling conflict, the Christian Scott performance on Thursday, February 3, 2011 at The Barns has been cancelled. All patrons who purchased tickets have been contacted in regards to refunds. Please direct additional 50
  51. 51. 2010 Ad Membership ask Ticket Presalebenefit highlighted 51
  52. 52. Summer 2011 Print Ad Member benefit – Ticket Presale highlighted Membership ask 52
  53. 53. Dave PerrettWolf Trap Foundation for the Performing Arts(703) 255-1929DaveP@WOLFTRAP.ORG
  54. 54. AMY BARRIALEAfrican Wildlife Foundation
  55. 55. Organization OverviewThe African Wildlife Foundation, together with the people of Africa, works to ensure the wildlife and wild lands of Africa will endure forever.• Nonprofit focused on animal and environmental conservation across the African continent since 1961• Headquarters in Nairobi, Kenya, and Washington, DC• Midsize organization with 160 employees, with only 10 staff members dedicated to Philanthropy and Membership in DC
  56. 56. CORE CHALLENGESOrganizational Structure Silos MAJOR GIFTS MEMBERSHIP Relationship Direct Mail & Development Telemarketing Donors who give Donors who give > $1,000/year < $1,000/year ONLINE Electronic communications Marketing Dept. and Donors < $1,000/year Philanthropy Department Revenue
  57. 57. CORE CHALLENGESMembership Database Silos Online Offline Membership Membership Database Database Web Caging Transaction Database Company s of Record Financial Ledger
  58. 58. DEVELOPING THE PLANDecipher Actual from Assumption Develop Dig into an Open Data Dialogue Determine Existing Misconceptions
  59. 59. DEVELOPING THE PLANUniting Best Practices for Success Small Large Scalable Business Business Model Model Growth Benefits Benefits Model
  60. 60. STRATEGY EXECUTIONOrganizational Structure Issue• Lack of cohesive strategic support to supporting communication channels of Membership Department• Inconsistencies reside between departments regarding donor treatment: – First time donor/gift classification – Donor movement between membership levels – Lifecycle of Major Donor Prospect group
  61. 61. STRATEGY EXECUTIONOrganizational Restructure Resolution MEMBERSHIP PROGRAM MAJOR GIFTS PROGRAM Direct Mail + Telemarketing + Donor Relationship Online Communications Development Donors who give Donors who give < $1,000/year > $1,000/year Philanthropy Department Revenue
  62. 62. STRATEGY EXECUTION New Donor Classification: Original Discrepancies Gives $1000 Donor moves to or Philanthropy Group more Gift Assign Gift is flagged as Major Gifts Gives Upgrade PotentialFirst-Time Donor Gift $500 Donor is flagged as Gives to MG Prospect for $1000 A gift comes in $999 orthrough an unsolicited cultivation over 18-24 months (or at more channel (online-web or white mail) Gift Assign MGO discretion) Inconsistent between Mem. Does and Major Gifts not give $1000 Give Gift Assign Donor is moved to less than Gift is flagged General Membership $500 as membership Group
  63. 63. STRATEGY EXECUTION New Donor Classification: Updated Protocol Gives $1000 Donor moves to or Philanthropy Group more Gift Assign Consult VP or Director of Phil. for confirmation Gives Upgrade PotentialFirst-Time Donor Gift $500 Donor is flagged as Gives to MG Prospect for $1000 A gift comes in $999 orthrough an unsolicited cultivation over 18-24 months (or at more channel (online-web or white mail) MGO discretion) Gift Assign Gift is flagged Does as membership not give $1000 Give Gift Assign Donor is moved to less than Gift is flagged General Membership $500 as membership Group
  64. 64. STRATEGY EXECUTIONMembership Database Issue• Data hygiene at risk due to manual processes and human error• Inability to fully collect and analyze comprehensive program metrics• Ambiguous and disjointed representation of successes and shortcomings• Current model is not scalable for growth due to reliance on staff to perform tasks as opposed to manage the structure
  65. 65. STRATEGY EXECUTIONMembership Database Resolution All DataEntry and Database Online Offline Financial of Record Module Module Ledger Caging
  66. 66. THE NEXT STEPSBenefits of Revitalization• Membership Database Restructure – Implementing a system to support a fully integrated program – Can measure holistic successes and shortcomings – Can realign existing staff for better use of internal resources – Can make informed decisions for greater program investments• Organizational Restructure – Allows for cross-departmental strategy planning and execution – Supports easier donor transition between the two groups – Ensures that no details are slipping through the cracks
  67. 67. THE NEXT STEPSLessons Learned1. Focus on structure and hierarchy first, then creative strategy2. Exercise open communications and transparency to guarantee total buy-in on strategy from all involved parties3. Develop the simplest and most automated plan possible to minimize bureaucracies and maximize workflow efficiencies4. Plan for both current and future state of being to ensure solution can grow with the organization
  68. 68. Amy BarrialeAfrican Wildlife Foundation(202) 939-3343abarriale@awf.org

×