Unlv user forum_annual appeal support

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Unlv user forum_annual appeal support

  1. 1. Case Study for Annual Appeal SupportGeorge Durney
  2. 2. 2011 HE Annual Fund Results (106 Participants) Average Top (4th ) 75th Percentile Quartile Average Participation 13.7% 30% 18.8% Donor Retention 61.3% 73.2% 67.3% Revenue Retention 82.6% 98.2% 90.3% Revenue per Donor $558 $1,010 $760 Revenue per New Donor $160 $319 $196 First Year Retention 28.6% 39.9% 32.7% Alumni results only & a gift cap of $50kPage #2 © 2010 Blackbaud
  3. 3. ProspectPoint: Segmenting Prospects by Likelihood &Capacity High likelihood scores and mid-level target Highest scores and giving ranges high assets Implement targeted Further qualification upgrade, mid-level and research major gift strategies Immediate individual Increase annual giving cultivation Lower likelihood Low likelihood scores scores, but high and low target giving target giving ranges ranges and assets Minimize investment Need to be sold on your mission Consider reduced resource application Longer term cultivation Page #3 © 2010 Blackbaud
  4. 4. Target Analytics™ Process Obtained 63,717 donors and non- Constituent Data donors, from your database: Names, Addresses, Giving History, External Financial and Other Characteristics Demographic Data Appended Appended Hundreds of Financial and Demographic Characteristics File Preparation, Determined Common Characteristics of Model Building, Different Types and Levels of Donors Extensive Testing Scored all Constituents based on Application of how well they fit each model Models to Constituents Segmentation suggestions for Implementation identifying best prospectsPage #4 © 2010 Blackbaud
  5. 5. ProspectPoint Modeling Terms AGL (Annual Giving Likelihood) model looks at the inclination a prospect has to make a gift to your organization Scores for both range from 0 to 1000 Higher scores translate to better prospects TGR – Target Gift Range • Gift range projected by the predictive model for a one year period • Target Gift Ranges are numbered 1 to 12, from $1-50 to $100,000+ 1: $1 - $50 7: $2,501 - $5,000 2: $51 - $100 8: $5,001 -$10,000 3: $101 - $250 9: $10,001 - $25,000 4: $251 - $500 10: $25,001 - $50,000 5: $501 - $1,000 11: $50,001 - $100,000 6: $1,001 - $2,500 12: $100,001 +Page #5 © 2010 Blackbaud
  6. 6. Donor Distribution Regular donor – individual donor with a gift each year for the past three years Occasional donor – a minimum of one gift in the past three years Non-donor – no gifts in the past three years – lapsed donor or never giverPage #6 © 2010 Blackbaud
  7. 7. Loyalty Patterns – DONOR LOYALTY CLASS Promoter – Giving in all of the past 5 years Devoted – Giving in 3 to 4 of the years Sporadic – Giving in 1 to 2 of the years Deeply Lapsed – 0 gifts in the past 5 yearsPage #7 © 2010 Blackbaud
  8. 8. AGL Variable DistributionPage #8 © 2010 Blackbaud
  9. 9. Annual Gift Likelihood Variable DistributionPage #9 © 2010 Blackbaud
  10. 10. TGR Variable DistributionPage #10 © 2010 Blackbaud
  11. 11. Target Gift Range Variable DistributionPage #11 © 2010 Blackbaud
  12. 12. Number of Prospects Compared to Past Giving (Past & Current Donor are Actual Gift Amounts) Gift Level in # of Current # of Donors in Past Prospects in 12-Months Past 6 Yrs Donors TGR $1 - $50 28,729 8,201 33,107 $51 - $100 5,348 1,467 39,844 $101 - $250 3,674 1,069 17,961 $251 - $500 1,743 561 12,016 $501 - $1,000 929 311 5,200 $1,001 - $2,500 547 211 2,014 $2,501 - $5,000 158 49 904 $5,001 - $ 10,000 54 21 498 $10,001 - $25,000 30 4 269 $25,001+ 20 5 101Page #12 © 2010 Blackbaud
  13. 13. Initial Segmentation Suggestions: Likelihood 111,914 Total records scored 28,147 AGL scores of 551+; 26,866 have given in last 3 years 35,088 have scores of 451-550: Best scoring non donors AGL Score Range Count 851+ Excellent 4479 651-850 Very Good 7785 551-650 Good 15,883 451-550 Average 35,088Page #13 © 2010 Blackbaud
  14. 14. Proposed Recommendations Integrating AGL & TGR – Top Prospects Capacity - 12 months TGR 1 TGR 2 TGR 3 TGR 4 TGR 5 TGR 6 TGR 7 TGR 8 TGR 9 TGR 10, $1- $51- $101- $250- $501- $1001- $2501- $5001 - $10,000- 11, 12Likelihood $50 $100 $250 $500 $1000 $2500 $5000 $10,000 $25,000 $25,000+ AGL 701+ Excellent 36 215 1611 2612 3216 2193 1055 475 270 172 AGL 551-700 Very 207 353 1145 786 304 82 26 4 5 2 Good AGL 401-550 2050 2469 2955 1579 507 163 50 16 14 3 Good AGL 301-400 6191 5163 4706 2750 716 179 42 23 8 3 Average AGL <=300 Below 10084 4283 3451 1253 215 60 12 1 2 0 Average Page #14 © 2010 Blackbaud
  15. 15. Proposed RecommendationsIntegrating AGL & TGR – Solicitation Strategy (TGR 6+ Send Miscellany) (2010 YTD 14,589 donors & $1.6m) * See corresponding slide #25 for color legend A B C D E 4,530 Constituents 20,045 Constituents 19,781 Constituents 75 Constituents 19,286 Constituents 4123 donors 10,290 donors 154 donors 4 donors 18 donors $904k $636k $42k $7k $3k 1st – 2/11 – Mail 1st – 2/11 – Mail 1st – 2/11 – Mail 1st – Bishops 1st – 2/11 – Mail TGR 1-3 – Standard TGR 1-3 – Standard TGR 1-3 – Standard Christmas Blessing TGR 6-12 – Target Ask TGR 4-5 – Target Ask TGR 4-12 – Target Ask TGR 4-12 – Target Ask 2nd 3/1 2nd 5/15 2nd – Kick-off Party 2nd 5/15 2nd Mailer to prior Target Ask TGR 1-3 – Standard Invite Based on Parish TGR 4-12 – Target Ask donors only Easter Blessing TGR 4-12 – Target Ask 3rd – 2/11 - Mail 3rd 5/15 What the Diocese TGR 1-3 – Standard Supports TGR 4-5 – Target Ask 4th – 3/1 Target Ask Easter Blessing 5th 5/15 Second Target AskPage #15 © 2010 Blackbaud
  16. 16. Mail Plan ExamplePage #16 © 2010 Blackbaud
  17. 17. Reporting ExamplePage #17 © 2010 Blackbaud
  18. 18. Case Study - 2011 Annual Appeal Results Solid Results up 16% YOY vs. 5% historical growth ($2.9m vs. $2.5m) Average gift up 17% ($185 vs.$158) Retained donors $ up 12.7% ($2m vs.$1.74m). These donor’s represent 82% of all $’s and 75% of donors (Retained 72% of donors & 92% of $) New donors up 22% (1940 vs.1592)Page #18 © 2010 Blackbaud
  19. 19. Conclusions Segmentation using Target Gift Amount appears to have provided a lift in average gift per donor (estimated @ 7% more) 2nd mailer provided a solid ROI and should be continued From a 3 year LTV perspective it appears to have created a $750k positive delta Blackbaud support improved reporting, decision making, & acknowledgement after care.Page #19 © 2010 Blackbaud
  20. 20. Scope of Work Overview : Assign Account Manager for this project Produce scores and review results Create a communication plan (DM, Phone & Web) Create a timeline once we agree on a plan Access your Raiser’s Edge database to tag each record with an appeal code Pull all segments and provide to mail house after your review Create reporting to evaluate results (midway & final results of appeal) Create final ROI and make stewardship recommendations Make observations about future plansPage #20 © 2010 Blackbaud
  21. 21. PricingPage #21 © 2010 Blackbaud
  22. 22. Matt Dwyer, Director of Stewardship and Development for the Diocese of Charleston “The results gave us the information we needed about our donors and how to determine target gift amounts,” said Dwyer. “We used the solution to create a custom direct mail plan.” We received good feedback and have some ideas going into 2012 and beyond,” said Dwyer. “When you are able to test concepts based on data, you find out what resonates with people and what doesn’t. We will use the information we gained to be more effective in 2012.” “I was surprised,” said Dwyer. “I expected an increase but not the amount of increase we’ve seen. We know now that if you ask the right people, those who believe in your mission, and if they think you are doing the right thing, will support you—even in a struggling economy. “Page #22 © 2010 Blackbaud
  23. 23. Sample ROI- Assume Retention Improvement & New Donors IncreasePage #23 © 2010 Blackbaud

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