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Jennifer Vanderveld
Marine Corps Heritage Foundation
Lisa Maska, CFRE
Lautman Maska Neill & Company
Playing Nicely
In the ...
What will you learn today?
• How direct response campaigns can support
mid-level and major donor programs
• Which strategi...
The Challenges
• Silos …
• Fighting over donors…
• Donors being ignored…
• Donors languishing without
proper stewardship
•...
The solution is synergy.
Not all higher dollar donors are “different.”
You can leverage your direct response
program (mail...
Most donors are DM acquired
The majority of mid-level and major donors
were acquired through mass mailings.
They have resp...
So – who are your major donors?
And – who is in the pipeline?
• “Major” is different for each organization
$500? $1,000? $...
0-12 Month Donors ($50+)
0-12 Mo
Total Giving Range Donors Revenue
$50-99.99 11,852 $714,778
$100-249.99 9,258 $1,265,789
...
Create tiers and target accordingly
One example:
Direct response – up to $499
• Robust integrated mail/online/phone progra...
Plan your annual
communication calendar
Remember – even if a donor gives only in November,
they need to hear from you thro...
#Bridge15
Check out
the ask
galleys!
Case Study:
Marine Corps Heritage
Foundation
The Marine Corps
Heritage
Foundation
The Marine Corps Heritage
Foundation raises money to
support the preservation of
USMC...
• 72,000 Active Donors (most under $1,000 annually)
• Almost all acquired through mass mailings
• Established giving level...
Direct Response + Staff Solicitation
• Robust multi-channel program (mail/online)
solicits gifts for donors up to $100,000...
A Look at the Donor File:
(0-12 month donors by annual giving)
<$50…………………………..23,934
$50-99.99…………………….11,852
$100-249.99...
MCHF staff = 12
Basics:
• Two individuals handle all
phone calls
• Two full time/two temps
handle all data entry
• Over 10...
Let’s Talk Staff and Their Role in Cultivation!
Cultivation begins with
the first contact in
new donor acquisition
Real Life
Example
LCpl John Smith
• $100 gift through Oct Acquisition
• Six months later, $1,000 donation
through May Acqu...
Cultivation and
stewardship continue
through special appeals
These Give Our Donors … Pride
Multi-channel program includes
many opportunities to renew –
and upgrade! – throughout year
Semper Fidelis Society
High Dollar ($500) Program Invitation
Challenge Coin Appeal
Brick Invitation
Naming Opportunity
Friends
Giving 2014
$5K cum donors
received all
mailed appeals
LCpl John Smith
• In various appeals, gave four
gifts in three years
• Donations varied from $100 to
$1,000
• Gave additio...
Higher touch at
major gift level
A little piece of their Museum!
Real Life
Example
LCpl John Smith
• Gave $1m when asked
• He routinely comes to NMMC to
see how his “investment” is doing
...
Strategies for Success
Let Your Direct Response Program do the Heavy Lifting
• Mail/online can offer a variety of opportun...
Critical part of your donor communication
• Educate donors about mission and long-term needs
• Focus on impact – what the ...
USHMM
• 125,000 members
(most giving <$1K)
• Many $1,000,000+ donors
• Gap in the middle –
only 500 donors $5K-$25K
Big do...
Giving Society Invite
Campaign
launched
Annual Fund
in September
MGO’s Insert
Highly
personalized,
tailored to
donor’s
region
The Actors Fund of America
• 12,000 members (many giving
$100 annual membership)
• Membership levels at
$100, $500, $1K
• ...
Targeted Upgrade Ask
• Beat goal by 69% - raised $165K from 12,193 donors
• 42 gifts $1,000+ - totaling $98K!
• 3 $1,000 gifts from $250 donors...
Other Ways to Steward?
Information in your database can tell you a lot
• RFM is used to identify biggest pool of prospects
• Longevity
• Campaign...
• Overlays can add valuable information
• Data appends
• Model behavior
(What size gifts are your donors giving to other
o...
#Bridge15
Data Analytics
Outside
information
+
gift data
=
best formula
for upgrades
#Bridge15
So About Playing Nicely…
Communicate! Mail and Major Gifts and
Marketing staff should be talking – a lot.
• Revi...
Thank you!
Jennifer Vanderveld
vanderveld@marineheritage.org
703-630-3691
Lisa Maska, CFRE
Lmaska@lautmandc.com
202-296-96...
2015 Bridge: Playing Nicely
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2015 Bridge: Playing Nicely

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#FundraisingSynergy from 2015 Bridge to Integrated Marketing and Fundraising Conference with Lisa Maska and Jennifer Vanderveld

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2015 Bridge: Playing Nicely

  1. 1. Jennifer Vanderveld Marine Corps Heritage Foundation Lisa Maska, CFRE Lautman Maska Neill & Company Playing Nicely In the Sandbox
  2. 2. What will you learn today? • How direct response campaigns can support mid-level and major donor programs • Which strategies are most effective for upgrading donors • How to identify the best donors to target for upgrades
  3. 3. The Challenges • Silos … • Fighting over donors… • Donors being ignored… • Donors languishing without proper stewardship • Worst case: donors lapsing… #Bridge15
  4. 4. The solution is synergy. Not all higher dollar donors are “different.” You can leverage your direct response program (mail, online, phone) to steward and solicit your mid-level and major donors. This frees up staff time for personal cultivation and solicitation! #Bridge15
  5. 5. Most donors are DM acquired The majority of mid-level and major donors were acquired through mass mailings. They have responded well in the past (renewing, upgrading!) to direct mail efforts. Mail and email can help educate, steward, retain and upgrade their support. Mail/email + personal contact = success! #Bridge15
  6. 6. So – who are your major donors? And – who is in the pipeline? • “Major” is different for each organization $500? $1,000? $5,000? $50,000? • Your direct response donor pool should provide a pipeline of robust prospects for upgrade at each level. #Bridge15
  7. 7. 0-12 Month Donors ($50+) 0-12 Mo Total Giving Range Donors Revenue $50-99.99 11,852 $714,778 $100-249.99 9,258 $1,265,789 $250-499.99 2,381 $747,062 $500-999.99 836 $500,820 $1,000-2,499.99 404 $532,757 $2,500-4,999.99 61 $193,565 $5,000+ 65 $2,672,153 Active Donors by Annual Value 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 $50-99.99 $100-249.99 $250-499.99 $500-999.99 $1,000-2,499.99 $2,500-4,999.99 $5,000+ Donors 1,366 $500+ donors! Their annual revenue is nearly $3.9 million!
  8. 8. Create tiers and target accordingly One example: Direct response – up to $499 • Robust integrated mail/online/phone program Mid-level - $500-$4,999 • Still uses mail/online/phone but adds more cultivation and personal contacts Major - $5,000+ • Slightly less mail/online/phone, with addition of targeted personal contact (calls and visits)
  9. 9. Plan your annual communication calendar Remember – even if a donor gives only in November, they need to hear from you throughout the year! • Plan touchpoints regularly throughout the year. • Vary the opportunities to connect – engagement! • Thank the donor often. • Ask several times throughout the year. Even if YOU aren’t asking all year – other organizations are!
  10. 10. #Bridge15 Check out the ask galleys!
  11. 11. Case Study: Marine Corps Heritage Foundation
  12. 12. The Marine Corps Heritage Foundation The Marine Corps Heritage Foundation raises money to support the preservation of USMC history and culture through the National Museum of the Marine Corps (which opened in 2006) and other programs.
  13. 13. • 72,000 Active Donors (most under $1,000 annually) • Almost all acquired through mass mailings • Established giving levels • Semper Fidelis Society ($500-$5,000) • Friends Program ($5,000 - $99,999, lifetime giving) • Commandant’s Circle ($100,000+, lifetime giving) Large Base of Supporters
  14. 14. Direct Response + Staff Solicitation • Robust multi-channel program (mail/online) solicits gifts for donors up to $100,000 level • Staff provide cultivation and stewardship through personal calls and visits
  15. 15. A Look at the Donor File: (0-12 month donors by annual giving) <$50…………………………..23,934 $50-99.99…………………….11,852 $100-249.99…………………..9,258 $250-499.99…………………..2,381 $500-999.99…………………….836 $1,000-2,499.99………………..404 $2,500-4,999.99………………….61 $5,000-9,999.99………………….33 $10K-14,999.99…………………...7 $15K-24,999.99……………………3 $25,000+………………………….22
  16. 16. MCHF staff = 12 Basics: • Two individuals handle all phone calls • Two full time/two temps handle all data entry • Over 100K gifts annually VP of Development & ED A small shop but powerful force.
  17. 17. Let’s Talk Staff and Their Role in Cultivation!
  18. 18. Cultivation begins with the first contact in new donor acquisition
  19. 19. Real Life Example LCpl John Smith • $100 gift through Oct Acquisition • Six months later, $1,000 donation through May Acquisition! Cultivate in Acquisition
  20. 20. Cultivation and stewardship continue through special appeals
  21. 21. These Give Our Donors … Pride
  22. 22. Multi-channel program includes many opportunities to renew – and upgrade! – throughout year
  23. 23. Semper Fidelis Society High Dollar ($500) Program Invitation
  24. 24. Challenge Coin Appeal
  25. 25. Brick Invitation Naming Opportunity
  26. 26. Friends Giving 2014 $5K cum donors received all mailed appeals
  27. 27. LCpl John Smith • In various appeals, gave four gifts in three years • Donations varied from $100 to $1,000 • Gave additional gift toward membership for $1,000 Cultivate in Appeals Real Life Example
  28. 28. Higher touch at major gift level A little piece of their Museum!
  29. 29. Real Life Example LCpl John Smith • Gave $1m when asked • He routinely comes to NMMC to see how his “investment” is doing Cultivate in Major Gifts
  30. 30. Strategies for Success Let Your Direct Response Program do the Heavy Lifting • Mail/online can offer a variety of opportunities to give • Giving societies • Targeted upgrade asks #Bridge15
  31. 31. Critical part of your donor communication • Educate donors about mission and long-term needs • Focus on impact – what the donor’s gift has accomplished • Offer variety of ways to engage and give • Donors were acquired through the mail – often the best way to retain and upgrade them! Mail/email works best in concert with your additional personal solicitation efforts. Mail/email appeals
  32. 32. USHMM • 125,000 members (most giving <$1K) • Many $1,000,000+ donors • Gap in the middle – only 500 donors $5K-$25K Big donors hadn’t given since campaign to build the Museum. Needed to educate donors about mission, and connect them with regional staff and volunteers.
  33. 33. Giving Society Invite Campaign launched Annual Fund in September
  34. 34. MGO’s Insert Highly personalized, tailored to donor’s region
  35. 35. The Actors Fund of America • 12,000 members (many giving $100 annual membership) • Membership levels at $100, $500, $1K • “In the Spotlight” Giving Program begins at $2,500 Needed to encourage upgrades from mid-level group ($100-$2,499). Wanted to provide deeper level of information about programs for seniors.
  36. 36. Targeted Upgrade Ask
  37. 37. • Beat goal by 69% - raised $165K from 12,193 donors • 42 gifts $1,000+ - totaling $98K! • 3 $1,000 gifts from $250 donors • 15 $1,000 gifts from $500 donors • 2 $10K gifts from $5K donors • And – the campaign started a conversation with donors and Major Gift Officer. The results?
  38. 38. Other Ways to Steward?
  39. 39. Information in your database can tell you a lot • RFM is used to identify biggest pool of prospects • Longevity • Campaign responsiveness Targeting Donors
  40. 40. • Overlays can add valuable information • Data appends • Model behavior (What size gifts are your donors giving to other organizations?) Outside Data Can Enhance
  41. 41. #Bridge15 Data Analytics Outside information + gift data = best formula for upgrades
  42. 42. #Bridge15 So About Playing Nicely… Communicate! Mail and Major Gifts and Marketing staff should be talking – a lot. • Review calendar together. • Flag donors for tracking. • Make sure no donor is falling through the cracks. • Listen to your donors – they tell you a lot through their giving behavior. • Be willing to share credit!
  43. 43. Thank you! Jennifer Vanderveld vanderveld@marineheritage.org 703-630-3691 Lisa Maska, CFRE Lmaska@lautmandc.com 202-296-9660, ext 206

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