Acquisition workshop 2

709 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
709
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
20
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Acquisition workshop 2

  1. 1. Contact LinkedIn, Sean Triner Skype sean.triner Sean.triner@paretofundraising.com www.paretofundraising.com www.seantriner.blogspot.com Commercial in confidence ©Pareto Fundraising 2012
  2. 2. Yooralla Fundraising Growth Greetings Greetings A Plan for Fundraising GrowthMarie Stopes Australian Diabetes Council Australian Diabetes Council January 2011 2011 JanuaryGrowing Fundraising from Individuals19 July 2011 Thank you for your time n Plan for Fundraising Growth A for Fundraising Growth and welcome to We all want more donors © Pareto Fundraising 2012
  3. 3. About me
  4. 4. Our recent clients
  5. 5. Commercial in confidence ©Pareto Fundraising 2012
  6. 6. This is why we do what we do
  7. 7. About You Commercial in confidence ©Pareto Fundraising 2012
  8. 8. STRATEGIC DATA TECHNICAL DATA - informs - used ANALYTICAL -Your Growth - Your donor ENVIRONMENTAL Behaviour PERSONAL -How much is given -Transactions -Used for targeting - Growth - Legacy status - Competition - Pet name © Pareto Fundraising 2008
  9. 9. Key Sources of Funds in AustraliaOrganisations Government Corporate & Trusts & Foundations Associations & Events GroupsIndividuals Bequests / Legacies Major Donors Regular Giving Cash Donors All Supporters Commercial in confidence ©Pareto Fundraising 2012
  10. 10. The top fundraisers Fundraising income$350,000,000$300,000,000$250,000,000$200,000,000$150,000,000$100,000,000 $50,000,000 $0
  11. 11. Irish charity Income around (!) 2010€ 5,000,000€ 4,500,000€ 4,000,000€ 3,500,000€ 3,000,000€ 2,500,000€ 2,000,000€ 1,500,000€ 1,000,000 € 500,000 €-
  12. 12. Charity50,000 donors12% annual attrition ofretained donorsScenario A: No acquisitionScenario B: Acquire 10k p.a.
  13. 13. Scenario A - no acq 60000Charity50,000 donors 5000012% annual attrition ofretained donors 40000Scenario A: No acquisitionScenario B: Acquire 10k p.a. 30000 No acq 20000 10000 7345 0 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
  14. 14. Scenario AScenarioAcq no10k per annum v B: No A - v acq 60000Charity50,000 donors 5000012% annual attrition of 42887retained donors 40000Scenario A: No acquisitionScenario B: Acquire 10k p.a. W acq 30000 No acqWrite down your guess No acqas to how many donors 20000you would have inscenario B after 15 years 10000 7345 0 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
  15. 15. Scenario A v B: No Acq v 10k per annum 60000Charity 12,000 new donors per annum50,000 donors 5000012% annual attrition ofretained donors 40000Scenario A: No acquisitionScenario B: Acquire 10k p.a. W acq 30000Just to stay still, the No acqcharity would need to 20000actually acquire 12,000or more donors per 10000annum 7345 0 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
  16. 16. No Acq v 12k per annum 70000Must always acquire but ifwe can increase retention 60000and 2nd gift rates…. 9,000 new donors per annum neededAttrition 12%10% 500002nd gift rate 50  55% 40000 W acqOnly 9,000 donors 30000 No acqneeded to stay flat,12,000 grows DB to 2000062,700 10000 0 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
  17. 17. RecencyFrequency Value
  18. 18. RecencyFrequency Value
  19. 19. Minimum appeals cycle Campaign July Donor Care 2012 + EOYR Spring (August) 2012 Survey (late September) 2012 Christmas Wave 1 2012 PLUS Christmas Wave 2 2012 Targeted thank you January Donor Care 2013 letters Autumn (late Feb/early March) 2013 • Thank you Tax 2013 Wave 1 - Last week April • RG Conversion Tax 2013 Wave 2 - Last week May • Additional gift Tax 2013 Wave 3 - Last week June TEST
  20. 20. ?
  21. 21. Irish charity Income around (!) 2010€ 5,000,000€ 4,500,000€ 4,000,000€ 3,500,000€ 3,000,000€ 2,500,000€ 2,000,000€ 1,500,000€ 1,000,000 € 500,000 €-
  22. 22. ?
  23. 23. ?
  24. 24. ?
  25. 25. ?
  26. 26. ?
  27. 27. Commercial in confidence ©Pareto Fundraising 2012
  28. 28. Commercial in confidence ©Pareto Fundraising 2012
  29. 29. Growth of Individual Giving in Australia and New Zealand Commercial in confidence ©Pareto Fundraising 2012
  30. 30. ?
  31. 31. Commercial in confidence ©Pareto Fundraising 2012
  32. 32. Commercial in confidence ©Pareto Fundraising 2012
  33. 33. Commercial in confidence ©Pareto Fundraising 2012
  34. 34. ?
  35. 35. Commercial in confidence ©Pareto Fundraising 2012
  36. 36. Commercial in confidence ©Pareto Fundraising 2012
  37. 37. Commercial in confidence ©Pareto Fundraising 2012
  38. 38. Commercial in confidence ©Pareto Fundraising 2012
  39. 39. Commercial in confidence ©Pareto Fundraising 2012
  40. 40. Commercial in confidence ©Pareto Fundraising 2012
  41. 41. Commercial in confidence ©Pareto Fundraising 2012
  42. 42. Commercial in confidence ©Pareto Fundraising 2012
  43. 43. Commercial in confidence ©Pareto Fundraising 2012
  44. 44. Commercial in confidence ©Pareto Fundraising 2012
  45. 45. Commercial in confidence ©Pareto Fundraising 2012
  46. 46. F2F Direct Mail Commercial in confidence ©Pareto Fundraising 2012
  47. 47. F2F Commercial in confidence ©Pareto Fundraising 2012
  48. 48. Direct Mail Commercial in confidence ©Pareto Fundraising 2012
  49. 49. F2F Direct MailCommercial in confidence ©Pareto Fundraising 2012
  50. 50. Premium direct mail Commercial in confidence ©Pareto Fundraising 2012
  51. 51. Acquisition Campaign with Peter Mac Commercial in confidence ©Pareto Fundraising 2012
  52. 52. Pack Components – Case Study Pack
  53. 53. Pack Components – In House Pack
  54. 54. Pack Components – Premium Pack
  55. 55. Pack Components – Survey Pack
  56. 56. Peter Mac Results Response Rate8.00%7.00% 6.76%6.00%5.00%4.00% 3.41%3.00% 2.53% 2.37%2.00% 1.65%1.00%0.00% Case Study Pack Peter Mac Pack Premium Pack Survey Pack
  57. 57. Peter Mac Results Average Gift$60.00 $53.84 $50.57$50.00 $42.89 $41.58$40.00 $37.24$30.00$20.00$10.00 $- Case Study Pack Peter Mac Pack Premium Pack Survey Pack
  58. 58. Peter Mac Results ROI1.4 1.331.2 10.8 0.72 0.770.6 0.54 0.440.40.2 0 Case Study Pack Peter Mac Pack Premium Pack Survey Pack
  59. 59. Acquisition Campaign with Cerebral Palsy AllianceThe mail campaign•4 Waves•Rented lists•Total mailed 206,296•Wheelchair proposition•Trialed new markets•Undertook many tests...
  60. 60. Tests Undertaken•Premiums•Letter length and approach•Ask•Lists
  61. 61. Key Test Results1) ‘Pareto 4 page’ versus ‘Simple 1 page’ Response Ave Gift ROI Pareto 4 page 3.2 % $ 43 0.71 Simple 1 page 3.0 % $ 38 0.63 Winner = Pareto 4 page
  62. 62. Key Test Results2) Key Chain (premium) versus Address Labels (more standard lift mech) Response Ave Gift ROI Key Chain 4.0 % $ 41 0.85 Labels 2.2 % $ 39 0.47 Winner = Key Chain
  63. 63. Key Test Results3) ‘$25 Ask’ versus ‘$35 Ask’ Response Ave Gift ROI $25 Ask 3.5 % $ 39 0.68 $35 Ask 2.9 % $ 45 0.66 Winner = $25 Ask
  64. 64. The Future“Our best pack for next acquisition will be …•Key Chain premium pack•4 Page Pareto style letter•Ask value of $25•Best time to mail is when TV is playing, Xmas or Tax•We know which lists to mail; out of the 15 we tested we’lldrop 4•Plus we’ll add a few more tests for further refinement.”
  65. 65. Acquisition Campaign with Assistance Dogs Australia
  66. 66. Results
  67. 67. UPDATE
  68. 68. FEB PREMIUM ACQUISITION2012 RESULTS
  69. 69. FEB PREMIUM ACQUISITION 2012 •Background • Objectives • Strategy • The Pack • Campaign results • Observations, Learnings & Recommendations
  70. 70. FEB PREMIUM ACQUISITION 2012 The Objectives • To recruit 5,250 new donors from a mailing volume of 150,000 • Raise $170,635 (gross income) • Test two different premiums to see which is the most successful (measured against response rate, average gift and ROI)
  71. 71. FEB PREMIUM ACQUISITION 2012 OBJECTIVES Volume 150,000 Response Rate 3.5% Average Gift $60.00 Gross Income $170,625
  72. 72. FEB PREMIUM ACQUISITION 2012 Actual Mailed Qty PACK TYPE Target Mailed PACK A; Notepad 59,780 PACK B; Totebag 59,781 Total 119,561 150,000
  73. 73. FEB PREMIUM ACQUISITION 2012StrategyTiming•Lodgment 9 February 2012Channel•Direct MailMessage• Will you please send an urgent gift < of Ask1> and help children like Mia Francesca beat a diagnosis of cancer by funding more life-saving cancer research projects in 2012.
  74. 74. FEB PREMIUM ACQUISITION 2012Ask Strategy Ask1 Ask2 Ask3 All Donors 25 50 100
  75. 75. FEB PREMIUM ACQUISITION 2012 PACK A: NOTEPAD PACK B: TOTEBAG The Pack
  76. 76. CAMPAIGN RESULTS OVERVIEW Pack Mailed Responses Gross Income RR% Avg Gift Pack A: 59,780 2,975 $86,389.50 5.0% $29.04 Notepad Pack B: 59,781 3,292 $95,878.00 5.5% $29.12 TotebagUnknown 0 25 $660.00 0 $26.40 $182,927.50 119,561 6,292 5.3% TOTAL (target $29.07 (target 150k) (target 5,250) (target 3.5%) $170,625) New donor Income There is a target exceeded exceeded target significant Premium doesComments objective even thanks to a different in RR not effect with lower strong response between the average gift mailing qty rate two test packs
  77. 77. FEB PREMIUM ACQUISITION 2012 Response Rate (Notepad vs Totebag) Response Rate 10.0% 9.0% 8.0% 7.0% 6.0% 5.5% 5.0% 5.0% Pack A - Notepad 4.0% Pack B - Totebag 3.0% 2.0% 1.0% 0.0% Pack A - Notepad Pack B - Totebag
  78. 78. FEB PREMIUM ACQUISITION 2012 Average Cash Gift (Notepad vs Totebag) Average Gift $60.00 $50.00 $40.00 $29.04 $29.12 Pack A - Notepad $30.00 Pack B - Totebag $20.00 $10.00 $0.00 Pack A - Notepad Pack B - Totebag
  79. 79. FEB PREMIUM ACQUISITION 2012 ROI (Notepad vs Totebag) ROI 0.90 0.80 0.76 0.70 0.63 0.60 0.50 Pack A - Notepad 0.40 Pack B - Totebag 0.30 0.20 0.10 0.00 Pack A - Notepad Pack B - Totebag
  80. 80. FEB PREMIUM ACQUISITION 2012 5.3%
  81. 81. POST acquisition Email me your contact details & LinkIn Sean.triner@paretofundraising.com Commercial in confidence ©Pareto Fundraising 2012
  82. 82. Would direct mail work for you? Commercial in confidence ©Pareto Fundraising 2012
  83. 83. Thank you!

×