We've all asked the questions. Do mid-level donors want to belong to a named giving society? Do the interests and likes of your donors influence how and when they will give? How can we target communications to donors based on what they want to hear, not on what we have to tell them? This session will provide you with real world examples of how you can take the data already in your database to improve your fundraising efforts and develop a donor-centric communication pathway that will result in immediate and long-term improvements in your retention and donor value. We will use Ocean Conservancy's membership program as a case study, and provide examples of successes and failures in targeting, cultivating and upgrading donors through a data-focused approach.

1. Merrie Beth Nauman, Director, Data Analytics & Business Intelligence, Ocean Conservancy
Peter Schoewe, Vice President, Mal Warwick Donordigital
A New Way to Listen toA New Way to Listen to
Your DonorsYour Donors

2. #Bridge16
A New Way to Listen …
 Learn and understand what your
donor is interested in
 Reach out to the donor when you
know that she will care
 Keep the donor at the center of your
conversation

3. #Bridge16
Learn and Understand
 Each donor is different. How can you learn
what interests your donor?
 Do your donors want to be part of named
giving society?
 How do you know when you’ve
reached a dead end?

4. #Bridge16
Learn and Understand
 How do you learn what a donor is interested in?
 Define interest:
 Message?
 Package?
 Urgency?
 Don’t just ask them – let them tell you!

5. #Bridge16
Learn and Understand
Interest # Mailed # Response % Response
Calendar Mailing 69,682 12,199 17.5%
Crisis Mailing 12,456 2,026 16.3%
Challenge Mailing 28,512 5,853 20.5%

6. #Bridge16
Learn and Understand
 Are there gender
differences in how
donors respond to
the design of a
campaign?

7. #Bridge16
Learn and Understand
 Women responded
significantly better
to a campaign with
a feminine design.
 Men showed no
difference in
response between
feminine and
masculine design.
4.6%
3.7%
3.5% 3.6%
Feminine Masculine Feminine Masculine
Women Men

8. #Bridge16
Learn and Understand
 What is the motivation of donors to upgrade
and maintain their mid-level giving?
 Are benefits and giving societies donor
focused?

9. #Bridge16
Learn and Understand
Retention of $100
and $250 donors—
something’s not
right with this
picture.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
FY11 FY12 FY13 FY14
$100-$249
Multi Year Reactivated
First Year New
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
FY11 FY12 FY13 FY14
$250+
Multi Year Reactivated
First Year New

10. #Bridge16
Learn and Understand
Benefits of
membership—
A failure.

11. #Bridge16
Learn and Understand
A new strategy:
2011 2012 2013 2014 2015
Upgrades increased 78 percent:

12. #Bridge16
Learn and Understand
A new strategy:
Big improvements in
retention
75%
70%
55%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
FY11 FY12 FY13 FY14 FY15
$100-$249
Multi Year Reactivated
First Year New
80%
58%
66%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
FY11 FY12 FY13 FY14 FY15
$250+
Multi Year Reactivated
First Year New

13. #Bridge16
Learn and Understand
What we learned:
 Ocean Conservancy donors give because
they love the ocean
 A strong case for giving beats a club
 Donors upgraded and retained better
when we didn’t push them.

14. #Bridge16
Learn and Understand
Dead End:
Conditional content based on location was
not worth the effort.
But simply repeating back to donors where
they live can influence how they give.

15. #Bridge16
Learn and Understand
Localization—Don’t Kill Yourself!
 Fell flat: variable content by state had no
effect on response or gift.

16. #Bridge16
Learn and Understand
Localization—Simple May Be Better
 Big win: adding a state outline &
localized campaign name to Challenge
Campaign lifted response by 9 percent.

17. #Bridge16
Decide When and How to Reach Out
 How to Structure a Long-Term Test
 Example: Long-term Donor Reaction to
Paid Remit Postage
 What is the influence of channel of giving?

18. How to Structure a Long-
Term Test
Step 1: Develop
hypothesis and establish
goals
#Bridge16
Decide When and How to Reach Out

19. #Bridge16
Decide When and How to Reach Out
How to Structure a Long-Term Test
Step 2: Establish Your Cohorts

20. #Bridge16
Decide When and How to Reach Out
How to Structure a
Long-Term Test
Step 3: Determine
Your Contact Strategy
12DAI - Initial Effort
Name Source code Quantity
HPC2: $250+ 12DAIAXAXX 1,133
HPC3: $50, Prior Arctic Donor (High Dollar) - All Remit 12DAIACTXX 916
HPC3: $50, Prior Arctic Donor (High Dollar) - No Remit Test 12DAIA1TXX 914
HPC3: $50, Prior Arctic Donor (High Dollar) - Periodic Remit Test 12DAIA2TXX 914
HPC3: $50+, Recency 18 Months (High Dollar) - All Remit 12DAIACBXX 4,855
HPC3: $50+, Recency 18 Months (High Dollar) - No Remit Test 12DAIA1BXX 4,852
HPC3: $50+, Recency 18 Months (High Dollar) - Periodic Remit Test 12DAIA2BXX 4,852

21. #Bridge16
Decide When and How to Reach Out
How to Structure a Long-Term Test
Step 4: Implement
 Do not add or remove donors
from the cohorts for the period
of the test

22. #Bridge16
Decide When and How to Reach Out
How to Structure a Long-Term Test
Step 5: Analyze results
 Judge success based on goals
established in step 1

23. #Bridge16
Decide When and How to Reach Out
Example of Long-Term Test
Hypothesis:
 Paid stamps on remits fatigues from multiple use.
 Donors who received periodic remit postage would
net more and retain better.
Goal:
 Higher net revenue and better retention from
donors.

24. #Bridge16
Decide When and How to Reach Out
First
Effort
Remit
Second
Effort
Remit
Third
Effort
Remit
Fourth
Effort
Remit
Fifth
Effort
Remit
Sixth
Effort
Remit
Seventh
Effort
Remit
Eight
Effort
Remit
First
Effort
Remit
Second
Effort
None
Third
Effort
Remit
Fourth
Effort
None
Fifth
Effort
None
Sixth
Effort
Remit
Seventh
Effort
None
Eight
Effort
Remit
First
Effort
None
Second
Effort
None
Third
Effort
None
Fourth
Effort
None
Fifth
Effort
None
Sixth
Effort
None
Seventh
Effort
None
Eight
Effort
None

25. #Bridge16
Decide When and How to Reach Out
How to Structure a Long-Term Test
12DAJ - Second Effort
Name Source code Quantity
HPC2: $250+ 12DAJAXAXX 1,092
HPC3: $50, Prior Arctic Donor (High Dollar) Sent 12DAI A1TXX - No Remit 12DAJA1TXX 903
HPC3: $50, Prior Arctic Donor (High Dollar) Sent 12DAI A2TXX - Periodic Remit 12DAJA2TXX 898
HPC3: $50, Prior Arctic Donor (High Dollar) Sent 12DAI ACTXX - All Remit 12DAJACTXX 896
HPC3: $50, Prior Arctic Donor (High Dollar) - New to file 12DAJAXTXX 16
HPC3: $50+, Recency 18 Months (High Dollar) - No Remit 12DAJA1BXX 4,619
HPC3: $50+, Recency 18 Months (High Dollar) - Periodic Remit 12DAJA2BXX 4,626
HPC3: $50+, Recency 18 Months (High Dollar) - All Remit 12DAJACBXX 4,631
HPC3: $50+, Recency 18 Months (High Dollar) - New to File 12DAJAXBXX 517

26. #Bridge16
Decide When and How to Reach Out
How to Structure a Long-Term Test
12DAK - Third Effort
Name Source code Quantity
GOS Prospect $100-$250 R12 Target Loyalty HBG Sent 12DAI A2TXX/A2BXX - Periodic Remit 12DAKA2BS1 209
GOS Prospect $100-$250 R12 Target Loyalty HBG Sent 12DAI A1TXX/A1BXX - No Remit 12DAKA1BS1 199
GOS Prospect $100-$250 R12 Target Loyalty HBG Sent 12DAI ACTXX/ACBXX - All Remit 12DAKACBS1 204
GOS Prospect $100-$250 R12 Target Loyalty HBG - New to File 12DAKACBS1 115
GOS Prospect $100-$250 R12 Target Loyalty NEW Sent 12DAI A2TXX/A2BXX - Periodic Remit 12DAKA2BS1 129
GOS Prospect $100-$250 R12 Target Loyalty NEW Sent 12DAI A1TXX/A1BXX - No Remit 12DAKA1BS1 146
GOS Prospect $100-$250 R12 Target Loyalty NEW Sent 12DAI ACTXX/ACBXX - All Remit 12DAKACBS1 134
GOS Prospect $100-$250 R12 Target Loyalty NEW - New to File 12DAKACCS1 30
GOS Prospect $100-$250 R24 Target Loyalty Not TIP or NOT or blank Sent 12DAI A2TXX/A2BXX - Periodic Remit 12DAKA2BS1 158
GOS Prospect $100-$250 R24 Target Loyalty Not TIP or NOT or blank Sent 12DAI A1TXX/A1BXX - No Remit 12DAKA1BS1 172
GOS Prospect $100-$250 R24 Target Loyalty Not TIP or NOT or blank Sent 12DAI ACTXX/ACBXX - All Remit 12DAKACBS1 173
GOS Prospect $100-$250 R24 Target Loyalty Not TIP or NOT or blank - New to File 12DAKACCS1 252
GOS Prospects HPC3: $50+: Non-Premium Acquired/Reacqd Donors NEW R12 Sent 12DA1 A2TXX/A2BXX - Periodic Remit 12DAKA2BS1 153
GOS Prospects HPC3: $50+: Non-Premium Acquired/Reacqd Donors NEW R12 Sent 12DA1 A1TXX/A1BXX - No Remit 12DAKA1BS1 172
GOS Prospects HPC3: $50+: Non-Premium Acquired/Reacqd Donors NEW R12 Sent 12DA1 ACTXX/ACBXX - All Remit 12DAKACBS1 174
GOS Prospects HPC3: $50+: Non-Premium Acquired/Reacqd Donors NEW R12 - New to File 12DAKACCS1 60
GOS Prospects HPC3: $50+: Prem Acq/Reacq Target Loyalty Not TIP/NOT or blank Sent 12DA1 A2TXX/A2BXX - Periodic Remit 12DAKA2BS1 912
GOS Prospects HPC3: $50+: Prem Acq/Reacq Target Loyalty Not TIP/NOT or blank Sent 12DA1 A1TXX/A1BXX - No Remit 12DAKA1BS1 953
GOS Prospects HPC3: $50+: Prem Acq/Reacq Target Loyalty Not TIP/NOT or blank Sent 12DA1 ACTXX/ACBXX - All Remit 12DAKACBS1 968
GOS Prospects HPC3: $50+: Non-Premium Acq/Reacq Donors Target Loyalty Not TIP or NOT or blank - New to File 12DAKACCS1 1,729
HPC3: $50+, Recency 18 Months (High Dollar) Sent 12DAI A2BXX or A2TXX - Periodic Remit 12DAKA2BS1 2,285
HPC3: $50+, Recency 18 Months (High Dollar) Sent 12DAI A1BXX or A1TXX - No Remit 12DAKA1BS1 2,162
HPC3: $50+, Recency 18 Months (High Dollar) Sent 12DAI ACBXX or ACTXX - All Remit 12DAKACBS1 2,263
HPC3: $50+, Recency 18 Months (High Dollar) - New to File 12DAKAXBS1 958

27. #Bridge16
Decide When and How to Reach Out
Test:
 Extended 7 months
over 8 efforts
Results:
 Better net
performance from
donors who
consistently received
remit postage
$1.79
$1.52 $1.58
All Periodic None
Net per contact

28. #Bridge16
Decide When and How to Reach Out
Results:
 Better long-term
retention from
donors who
consistently received
remit postage
65% 64% 64%
All Periodic None
Retention

29. #Bridge16
Decide When and How to Reach Out
The Influence of
Multichannel
Behavior:
 More
Upgrades
0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0% 7.0% 8.0% 9.0%
2014
2015
% of Donors Upgrading to $250+
DM Multichannel DM Only 2x+ Online Multichannel Online 2x+

30. #Bridge16
Decide When and How to Reach Out
The Influence of
Multichannel
Behavior:
 More
Sustainers
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
2014
2015
% of Donors Giving a Monthly Recurring Gift
DM Multichannel DM Only 2x+ Online Multichannel Online 2x+

31. #Bridge16
Decide When and How to Reach Out
The Influence of
Multichannel
Behavior:
 Better
Retention
60% 61%
71% 70%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2014 2015
DM Retention by Cross-Channel Behavior
DM Only 2x+ DM Multichannel

32. #Bridge16
Keep Your Donor at the Center
 Donors do pay attention to the conversation
you are having with them.
 Engage and welcome donors without
breaking the bank.

33. #Bridge16
Keep Your Donor at the Center
Monthly Renewals Months since
Expire Date R1 Received last gift
1/2013 10/2013 9 months
2/2013 11/2013 9 months
3/2013 12/2013 9 months

34. #Bridge16
Keep Your Donor at the Center
Monthly Renewals Months since Quarterly Renewals Cadence Months since
Expire Date R1 Received last gift R1 Received Difference last gift
1/2013 10/2013 9 months 10/2013 As expected 9 months
2/2013 11/2013 9 months 10/2013 1 month early 8 months
3/2013 12/2013 9 months 10/2013 2 months early 7 months

35. #Bridge16
Keep Your Donor at the Center
Quarterly Renewals Cadence Months since
Expire Date R1 Received Difference last gift Quantity Gifts % Response
1/2013 10/2013 As expected 9 months 27,029 2,932 10.8%
2/2013 10/2013 1 month early 8 months 96,457 6,087 6.3%
3/2013 10/2013 2 months early 7 months 56,815 4,390 7.7%

36. #Bridge16
Keep Your Donor at the Center
The challenge:
 How to convert new
members to repeat giving
and increase their
retention?
Our first solution:
 A dedicated series of
communications,
including a sustainer
invitation.

37. #Bridge16
Keep Your Donor at the Center
Results:
 Costs were too high
 Response was too low
 Too high of an investment to justify
continuing

38. #Bridge16
Keep Your Donor at the Center
Our Second Solution:
 Add new donors into renewals,
with same package as renewing
members
 Different copy to reflect the
donor’s status as a new member
Success!
 Net revenue
 Record high rate of new donor
retention

39. #Bridge16
A New Way to Listen …
 Trust what the data
tells you
 Break out of long-standing
communication patterns
 Observing donor behavior is key to
developing a donor-centric strategy

40. #Bridge16
A New Way to Listen …
Questions?

41. Thank you!
Peter Schoewe
peter@malwarwick.com
Merrie Beth Nauman
mnauman@oceanconservancy.org
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