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Jann Schultz Jeff Brooks
jschultz@projecthope.org jeff.brooks@truesense.com
Senior Director, Integrated Creative Director
Fundraising and Communications
Project HOPE TrueSense Marketing
Portrait of a Turnaround
@jannschultz @jeffbrooks
Editor's Notes
JANN:
Project HOPE – an innovative charity launched in 1958
Literally set sail in 1960 with the first peacetime hospital ship
Founded on the principals of President Eisenhower’s People to People initiative – in fact our official name is Project HOPE the People to People health foundation
Bring healing and hope to suffering people in need – while ALSO building sustainable local capacity through education and training of doctors and nurses
(Pivot to the situation of the last few years...)
JANN: So why are we talking about a turnaround? Because for most of the past decade, leadership at Project HOPE was focused on short-term results for a variety of reasons – including one many of you are familiar with, the impact of the recession.
The budgeting cycle was driven by annual results, not long term metrics
Performance was measured by end of fiscal year net revenue vs. donor file coverage ratios and YOY growth, donor retention rates and life time value measurements
JANN: When you are focused on short term metrics, that makes decisions about cutting acquisition investment or building supporting donor service infrastructure easy.
Acquisition easy to cut, as it produces short-term expense reduction and improved net revenue. Great on paper!
JANN: Project HOPE has a long, successful history of utilizing direct mail.
However, when you are looking at the short term, and an organization that is risk averse, you become afraid to expand into unknown, less predictable media channels – which compounds the situation. So you lack the flexibility to adapt to the changing landscape.
JANN: One of the odd things I discovered on my arrival was that List Rental had it’s own revenue line in the budget.
You can guess what happens when donor list rental is treated as a source of income…it has unnatural YOY performance “improvements” applied.
We discovered PH donors were getting around 12 acquisition pieces per month from competitors via rental! That doesn’t include names on exchange, too.
Our poor donors….
JANN: So this was the reality we faced in 2013. An active donor file that had been reduced to almost half the size it was just 8 years prior.
JANN: And when we calculated the impact – if we didn’t make changes – this is what we were facing at Project HOPE
This is the main source of positive change; everything else flows from this mindset.
JEFF
JEFF: A powerful offer was buried in the copy.
JEFF: Examples, starting with 105x
JEFF
JEFF
JEFF
JEFF
JANN: Jeff and I are both passionate about fundraising that is donor-centric and I have to say – it has been a pleasure work with a kindred spirit who is committed to the donor. So a fundamental step of the turnaround for Project HOPE is building a donor-centered program.
JANN: It starts with building a brand that is focused on the donor.
Yes – we changed our traditional tagline “Founded in 1958” (who really cares?) to a donor centered approach for fundraising. Your generosity multiplied. Always.
JEFF: talk to “YOU”
This is the how the shipping offer works video
JEFF: Examples of emails that are integrated with direct mail
JEFF:
Integrated online and offline
<JS: These samples are so small – can enlarge so they are readable?>
JEFF: ...and examples of emails that are NOT integrated with DM
(Strong digital programs have both!)
JEFF: Not integrated
<FYI – the email on the day of Giving Tuesday – not this version – raised the largest amount of non-emergency revenue in the past year. I think $20k+>
JEFF:
Google grants – content marketing pages “are you a humanitarian?” samples
Social – integrated posts and promoted ads
Yes – please include the ebook offer?
JEFF: Donor acquisition by radio diversifies donor file:
High average gift (around $90)
Younger (45-55)
Donor newsletter
Timely, personalized thank you for each donation
Improved donor service
JANN: <point out the use of the word “you”>
- We revised our HOPE-Centered newsletter, that was focused on sharing how Project HOPE was the hero to a newsletter that put the donor at the heart and made them the hero of our ability to fight disease, cure sickness and save lives.
JS: AGREE!
acknowledgement pack
JANN: A couple years ago, if a donor called Project HOPE, they would be promptly answered by the receptionist, who would then search for someone, to take the call and help the donor.
Talk to improved donor experience
Established external call center with extended hours of service
Implemented soliciting and responding to donor feedback through the call center
JANN: talk to removing list from rental, focusing on high quality exchanges in partnership with our list management team
JANN: I can talk to educating not just our leadership – but our entire staff. These posters hand outside our break room – helping to inform and educate everyone, top to bottom, on the benefits and challenges of direct response fundraising.
“Educate our leadership” might be better without.
Jeff, we will need the data behind the stats, in case of questions.
