Key Performance Trends Found Only in Donor File Analysis Data - Bridge 2014
1. Key Performance
Trends Found Only in
Donor File Analysis
Data
Laura Connors, Deputy Vice President for Membership, National Parks Conservation
Association
Amelia Koch, Director of Membership, Chesapeake Bay Foundation
TJ Hillinger, Vice President, Avalon Consulting Group
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What metrics and views are relevant?
Comparing key metrics will give you a deeper view into the health,
future performance, and potential of your donor file.
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Income per
member
Gifts per
member
Donor value/
Long-term
value
Retention –
First, Multi,
Overall
Rate of
Upgrading
File
composition
Metrics should be
compared over
time, and to other
organizations,
when evaluating
their significance.
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5 Case Studies
Critical views into donor-level data…
1.File Composition & Retention
2.Long-Term Value
3.Pipeline to Major Giving
4.Multi-Channel Relationships
5.Impact of Acquisition Investment
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Case Study #1 – File Composition and Retention
Background: The Chesapeake Bay Foundation’s (CBF) program was flat in
income and declining in members.
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Analysis of new joins by channel illustrated the large
percentage from CBF’s canvass program.
40%!
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File composition analysis unveiled dramatic changes and
underlying issues.
Under $25 joins
had increased
dramatically =
low retention.
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Key Performance Trend:
Retention analysis pinpoints both the canvass program and large universe
of under $25 joins as a key source of overall retention issues.
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Actions taken…
CBF made significant changes to the program to improve retention, long-
term value, and net revenue.
File composition
is moving in the
right direction
with $25+ joins
increased to 34%
after a low point
of 28% in 2011.
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The results: CBF’s historically low first-year retention is
now on the rise as file composition shifts.
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First-year
retention
Overall
retention
Multi-year
retention
Multi-year and
overall
retention have
increased,
along with
many of CBF’s
core metrics.
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Case Study #2 – Long-Term Value
Background: The National Parks Conservation Association uses a premium
in their acquisition program to drive new joins at the $15 level. The long-
term value of premium donors was in question. Additionally, donor-level
analysis showed a clear break at new joins above $25.
Five year “donor
value” jumps by
93% for new joins
at the $25 first
gift.
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First, NPCA tested a $25 ask against the $15 control to
measure upfront results against ROI.
Year 1 Return on Investment favored the $25 ask over the $15 ask.
Net revenue was in
favor of the $25 ask
after one year, and
retained members
were 98% of those
who had joined on
the $15 ask (very
similar!).
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ROI after 1 year
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Then, NPCA performed a six month test of their $15
premium control against no premium.
As expected, the upfront performance indicated a decline in new joins. Long-term
value analysis would be the true measure of results.
Average gift still
slightly favored the
premium package.
Net revenue was
virtually tied with
the cost of the
premium included.
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Key Performance Trend:
Evaluating the new joins from each group at 2 years out unveiled more
interesting findings about the test.
With a
premium
at $15.
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Despite far fewer
joins, the No
Premium group
produced similar
net revenue after
one year, and
individual donors
had a better long-
term value.
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NPCA will continue to analyze these two groups to see if
findings change with another year of data.
The significant difference in new joins (30%) could indicate
missed opportunities in terms of monthly gifts, upgraded
members, planned gifts, etc.
Next Steps:
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Case Study #3 – Pipeline to Major Giving
Background:
A direct marketing program often provides high value beyond revenue
within the program. To justify both acquisition investment and the
program in general, CBF examined donor level trends relating to the
pipeline to major and planned gifts.
Some organizations
see over 50% of their
$1000+ gifts coming
from low dollar joins!
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Key Performance Trend:
For CBF, 33% of their $1,000+ major donors come from the under $100
pool. This information:
A)Justifies investment in the acquisition program.
B)Identifies room for improvement compared to other organizations.
Additionally, the
average time to
upgrade was 8.3
years.
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57% of bequests came from under $100 joins.
These large gifts
add significant
value to the
members
generated from
the acquisition
program.
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Case Study #4 – Multi-Channel Analysis
Background: NPCA has prioritized multi-channel and online growth. The past five years
have illustrated a gradual increase. Yet, the channels all work closely together and it is
important to understand the sources of growth when evaluating the program.
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Analysis of the subsequent revenue for online joins
shows strong integration in all channels.
While direct mail joins still give primarily to direct mail, that trend is gradually
changing.
Email Joins
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Assessing retention and income per member shows the
clear correlation between giving through multiple
channels and higher value members.
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Showing the close tie between all channels further
justifies continued investment in the mail, as well as
online.
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NPCA’s progress
confirms the need to
provide multi-channel
opportunities.
Analysis shows
continued room for
improvement with
additional integration
strategies.
25. Background:
Acquisition was
reduced and then
completely eliminated
in 2010. Income has
been impacted
dramatically and can
take years to rebound.
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Case Study #5 – Impact of Acquisition Investment
Acquisition cut
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Key Performance Trend:
Acquisition reduced
This view shows
the long-term
impact of
acquisition on
overall revenue.
Members from the
earliest years are
still giving and
revenue is
compounded year
after year.
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28. Quarterly and
annual
oversight of
key metrics
through
dashboards
and full file
analysis.
Identification
of changing
performance
trends.
Continuous
goal
evaluation,
resetting,
and
forecasting.
Education
and
reporting to
leadership.
REPEAT.
#Bridge14
So, how do you really use this information?
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