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PVAAnalysis andRecommendations                  1
Agenda•   Introduction    •   Analytical Focus    •   Nonprofit Industry Assessment•   Fundraising    •   Channel Evolutio...
Executive Summary•   Building a sustainable future    •   Transition to an online acquisition, direct mail        appeal s...
Analytical Focus                   4
Non-Profit IndustryGrowth • From 2000 to 2010, the number of tax-exempt   organizations grew by 33%   •   Non-Profits grew...
Non-Profit IndustryEconomic Trends           $106Millions           $105           $104           $103           $102     ...
Non-Profit IndustryIncreased Demand         54%                         85%                    13%       Post-recession   ...
Fundraising Channel Evolution                 Distribution of New Donors by Age                        within Origin Chann...
FundraisingChannel Evolution•   It is increasingly common for new donors to give their    first gift online, and they tend...
FundraisingChannel Evolution                                •   Direct mail is not dead, but it needs to be strategically...
RecommendationFundraising Five year pilot program using 2% of current acquisition budget transitioning to a 20% online acq...
Fundraising  Millennials (Gen Y)              Number Average       Average $ per     Estimated              of     Contrib...
FundraisingReaching Millennials“Millennial donors are different than donors from past generations – but not inthe ways you...
RecommendationMillennials                 14
Visibility Imperative    “People must be                        convinced that a real                        need exists a...
Brand ManagementPersonality                   16
RecommendationVisibility                 17
Total Veterans                                                                  with disabilities           Potential Mark...
RecommendationMembership Leveraging Visibility                       SCI/D                     Veterans                  V...
Program Evaluation                     20
Program EvaluationKey Value Questions      • How does the program create a direct benefit to        PVA’s members?      • ...
ConclusionRecommendations•   Building a sustainable future    •   Transition to an online acquisition, direct mail        ...
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Pva analysis final 120412

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Pva analysis final 120412

  1. 1. PVAAnalysis andRecommendations 1
  2. 2. Agenda• Introduction • Analytical Focus • Nonprofit Industry Assessment• Fundraising • Channel Evolution • Millennials• Visibility Imperative• Membership• Program Evaluation• Conclusions 2
  3. 3. Executive Summary• Building a sustainable future • Transition to an online acquisition, direct mail appeal structure. • Increase visibility • Membership growth • Program analysis 3
  4. 4. Analytical Focus 4
  5. 5. Non-Profit IndustryGrowth • From 2000 to 2010, the number of tax-exempt organizations grew by 33% • Non-Profits grew by 19% • Veterans’ Orgs by 12.7% 39,709 1,960,203 36,166 35,249 1,709,205 Tax Exempt Orgs All Non-Profits Veterans Non-Profits 1,473,062 IRS 2011 Nonprofit Data Book 5
  6. 6. Non-Profit IndustryEconomic Trends $106Millions $105 $104 $103 $102 year 2 $101 year 1 $100 recession year $99 $98 Average Growth: Current Growth: 2.4% 1.1%“If we continue to grow at this rate, it will take more than a decadeto get back to where we were in total giving in 2007.” - Patrick Rooney, executive director of the Indiana University Center on Philanthropy 6
  7. 7. Non-Profit IndustryIncreased Demand 54% 85% 13% Post-recession Expected Nonprofit Growth Revenue growth increase in IRS 2011 Data Book Giving USA’s 2012 Annual Report demand for services. Non-Profit Finance Fund 2012 Survey 7
  8. 8. Fundraising Channel Evolution Distribution of New Donors by Age within Origin Channel 2010 Medians joined online joined by mail 33% 24% 25% 27% 22% 22% 12% 14% 11% 9% 1% 0% 3% 4% 18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65 - 74 75+“Although direct mail remains the dominant channel for new donoracquisitions as well, it has become increasingly common for new donors togive their first gift online.” 8 Target Analytics: “2011 donorCentrics Internet and Multichannel Giving Benchmarking Report”
  9. 9. FundraisingChannel Evolution• It is increasingly common for new donors to give their first gift online, and they tend to be younger and have higher household incomes than mail-acquired donors.• While they tend to give larger gifts than mail donors, online-acquired donors tend to have slightly lower retention rates than mail-acquired donors.Target Analytics: “2011 donorCentrics Internet and Multichannel Giving Benchmarking Report” 9
  10. 10. FundraisingChannel Evolution • Direct mail is not dead, but it needs to be strategically leveraged with other channels of reaching donors to be effective and efficient.• Strong direct mail capabilities can drive up retention and long-term value of new donors acquired online, by transitioning them to direct mail appeal programs – according to Target Analytics. 10
  11. 11. RecommendationFundraising Five year pilot program using 2% of current acquisition budget transitioning to a 20% online acquisition program after 10 years 11
  12. 12. Fundraising Millennials (Gen Y) Number Average Average $ per Estimated of Contributions # of Charity Annual Donors per year Charities ContributionsMatures 30.81M $1066 6.3 $169 $32.7BBoomers 52.26M $901 5.2 $173 $47.1BGen X 35.96M $796 4.2 $190 $28.6BGen Y 28.56M $341 3.6 $95 $9.7B The Next Generation of American Giving, March 2010, Convio“In short, the total annual charitable contributions grow with age, but thedifference is primarily driven by the number of charities contributed to, ratherthan differences in gift size” Giving Institute - Engaging the Next Generation of Donors 12
  13. 13. FundraisingReaching Millennials“Millennial donors are different than donors from past generations – but not inthe ways you might expect. Yes, technology and social media are integral partsof their lives, but these donors are driven by personal relationships and humanconnections.” A 2010 Study of Millennial Giving and Engagement Habits, Achieve-JGA 13
  14. 14. RecommendationMillennials 14
  15. 15. Visibility Imperative “People must be convinced that a real need exists and the nonprofit is the best hope for addressing this need.” Matt Evans, Excellence in Financial Management – Creating Value in the Nonprofit Sector 15
  16. 16. Brand ManagementPersonality 16
  17. 17. RecommendationVisibility 17
  18. 18. Total Veterans with disabilities Potential Markets (5,500,000) Members PVAsInformation provided by U.S. Census Bureau and Department of Veterans Affairs members with SCI/D (19,000) PVAs members with SCI/D (19,000) Total veterans + non- veterans with SCI/D (750,000) Total Veterans with SCI/D (42,000) Total veterans 18 (20,000,000)
  19. 19. RecommendationMembership Leveraging Visibility SCI/D Veterans Vets with other disabilities, and nonveterans with SCI/D Donors and other Americans invested in PVA 19
  20. 20. Program Evaluation 20
  21. 21. Program EvaluationKey Value Questions • How does the program create a direct benefit to PVA’s members? • How does the program convey a message of value to donors? • Is the program financially accountable? • How is the program supporting PVA’s core mission and values? • How does the program differentiate PVA from other organizations? 21
  22. 22. ConclusionRecommendations• Building a sustainable future • Transition to an online acquisition, direct mail appeal structure • Millennial outreach • Increase visibility • Membership growth • Program analysis 22
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