Attrition Management &       Stewardship   Face-to-face Fundraising 2012Institute of Fundraising Conference        4th Dec...
The Problem…
Charity                      ? DonorDonor        Fundraiser
The Solution…?     OR
Our Four Pillars ‘Sweetening’      Your Acquisition Campaign …• Inspiring & motivating donors  •   Retention plan• Taking ...
No Acquisition Without…    a Retention Plan
DARS Evidence –                   Minimising Attrition         Do…•   Increased freq. & customisation of comms•   Evidenci...
DARS Evidence –             Driving Down Retention       Don’t…• Allow donor to choose frequency & channel  of communicati...
No Acquisition Without…Backroom Data Management
Donor Payment Health Check                     1%         Not yet started                                Actively paying (...
Data: Minimising Attrition        Do…• Regular meetings with data team• Sense-check data imports every month/quarter• Reco...
Data: Driving Down Retention         Don’t…• Fail to work with the data team & reconcile all  donors• Projecting future in...
No Acquisition Without…Management Reporting
Reporting : Minimising Attrition          Do…• Early KPIs from campaign will play a key part in attrition   – Av gift, av....
Benchmarking Against DARS Average                                              Campaign averages by year: street          ...
Benchmarking Against DARS Average                                               Campaign averages by year: door           ...
Benchmarking Against DARS Average                                    Campaign averages by year: private sites             ...
Reporting: Driving Down                      Retention          Don’t…• Driving agency to deliver to phasing at all costs•...
No Acquisition Without…  Testing & Evaluating
Testing & Evaluating:                   Minimising Attrition        Do…• Find out what’s worked: ask fundraising teams• Pa...
Testing & Evaluation: Driving                  Down Retention         Don’t…• Only review material at end of each campaign...
What’s the Point in Doing All This?Is it Cheaper to Just Acquire More             Donors??
What’s the Point?                                                                                                         ...
What’s the Point in Investing Time &Resource Into Attrition Management          & Stewardship?Difference in Income of Actu...
Our Donor’s Experience With Us               How do we go                from this…        …to this, in practical terms?
Finance                      Comms Database                              Digital            Donor  Donor               Don...
Don’t Assume Anything!Sign up & Test for Yourself -  Are you Happy with the        Experience?
DARS: Get Involved!• DARS 2012 Report Out in 2 Weeks• User Panel presentation Thurs 13th Dec  – Presentation of report  – ...
Thank You & Questions       Morag Fleming:morag@decaidconsulting.co.ukmoragf@futurefundraising.co.uk        Rupert Tappin:...
Attrition management and stewardship
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Attrition management and stewardship

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Attrition management and stewardship

  1. 1. Attrition Management & Stewardship Face-to-face Fundraising 2012Institute of Fundraising Conference 4th December 2012
  2. 2. The Problem…
  3. 3. Charity ? DonorDonor Fundraiser
  4. 4. The Solution…? OR
  5. 5. Our Four Pillars ‘Sweetening’ Your Acquisition Campaign …• Inspiring & motivating donors • Retention plan• Taking care of your donor’s money • Data management• Donor performance • Management reporting• Treating the donor differently • Testing & evaluating
  6. 6. No Acquisition Without… a Retention Plan
  7. 7. DARS Evidence – Minimising Attrition Do…• Increased freq. & customisation of comms• Evidencing ongoing need (appeals)• Capture & build upon donor motivations• Upgrade around 7-11 months for best longer- term performance, even if donor does not upgrade
  8. 8. DARS Evidence – Driving Down Retention Don’t…• Allow donor to choose frequency & channel of communications – Send them all everything anyway!• Leave donors un-contacted in case reminds them to cancel• Send all comms using single channel
  9. 9. No Acquisition Without…Backroom Data Management
  10. 10. Donor Payment Health Check 1% Not yet started Actively paying (no issues) 29% Reactivated (no issues) Reactivated (not started) Active - have paid, but more than 2 payments out Active - reported as unpaid 58% Active - missing any payment 1% history 1% Reactivated - payment issues 2% 1% 2% 5% Cancelled Reactivated - CANX
  11. 11. Data: Minimising Attrition Do…• Regular meetings with data team• Sense-check data imports every month/quarter• Reconciling payment files every month• ‘Missed’ payments identified & cancelled quickly – reactivation calling maximised• Income projections based on income banked!
  12. 12. Data: Driving Down Retention Don’t…• Fail to work with the data team & reconcile all donors• Projecting future income on un-reconciled cancellations reported by database• Blaming when banked income falls far short of levels projected
  13. 13. No Acquisition Without…Management Reporting
  14. 14. Reporting : Minimising Attrition Do…• Early KPIs from campaign will play a key part in attrition – Av gift, av. Age, DD start date lapse, full comms capture (email…)• Treating your agency as a partner – regular meetings• Monthly reporting of attrition based on month of 1st payment• End of year planning looking at mix of F2F/D2D/PS• Look at ROI of Yr 1 and lifetime value of prev. yrs on ongoing basis
  15. 15. Benchmarking Against DARS Average Campaign averages by year: street 90% Street 80% 2006 70% Street 2007 60%Attrition rate Street 50% 2008 Street 40% 2009 30% Street 2010 20% Street 10% 2011 0% 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 Months
  16. 16. Benchmarking Against DARS Average Campaign averages by year: door 90% 80% Door 2006 70% Door 2007 60%Attrition rate Door 2008 50% 40% Door 2009 30% Door 2010 20% Door 2011 10% 0% 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 Months
  17. 17. Benchmarking Against DARS Average Campaign averages by year: private sites 90% 80% Private sites 2008 70% 60%Attrition rate Private sites 2009 50% 40% Private sites 2010 30% 20% Private sites 2011 10% 0% 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 Months
  18. 18. Reporting: Driving Down Retention Don’t…• Driving agency to deliver to phasing at all costs• View agency as supplier: minimum contact• Reporting on attrition based only on cancellations• Review theoretical ROI at yr end & move on to next year’s acquisition campaign• Choice of channel based on personal preferences• Not factoring in economic climate/changes in perf.
  19. 19. No Acquisition Without… Testing & Evaluating
  20. 20. Testing & Evaluating: Minimising Attrition Do…• Find out what’s worked: ask fundraising teams• Payment-based communication with donors• Enhancing donor communications based on attrition trends: Bespoke – (…Mencap video)• Spit test key variables on quarterly basis
  21. 21. Testing & Evaluation: Driving Down Retention Don’t…• Only review material at end of each campaign• Communicate with donors on time-basis only – Easter Appeal at Easter; Christmas Appeal at …• Not pick up on data trends
  22. 22. What’s the Point in Doing All This?Is it Cheaper to Just Acquire More Donors??
  23. 23. What’s the Point? 2 Attrition rates by charity: door 2010 3 80% 4 6 70% 9 14 15 60% 20 29 35 50% 35(2)Attrition rate 35(3) 40% 40 41 45 30% 47 51 20% 53 54 58 10% 59 60 61 0% 62 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 63 64
  24. 24. What’s the Point in Investing Time &Resource Into Attrition Management & Stewardship?Difference in Income of Actual 1,000 Donor Campaign Over 5 Years Between Best & Worst Attrition? £135,000 (50%)!
  25. 25. Our Donor’s Experience With Us How do we go from this… …to this, in practical terms?
  26. 26. Finance Comms Database Digital Donor Donor Donor DonorDonor DonorFundraiser Charity
  27. 27. Don’t Assume Anything!Sign up & Test for Yourself - Are you Happy with the Experience?
  28. 28. DARS: Get Involved!• DARS 2012 Report Out in 2 Weeks• User Panel presentation Thurs 13th Dec – Presentation of report – Feedback from Users to build DARS 2013• Jan/Feb DARS 2013 launched• Feb/Mar DARS 2013; submit your data• Presentation @ PFRA AGM June 2013 (& IoF)
  29. 29. Thank You & Questions Morag Fleming:morag@decaidconsulting.co.ukmoragf@futurefundraising.co.uk Rupert Tappin: rupert@decaidconsulting.co.ukrupertt@futurefundraising.co.uk

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