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Create Change Using Data, Creativity and Teamwork


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DMA NF 2018

Published in: Government & Nonprofit
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Create Change Using Data, Creativity and Teamwork

  1. 1. #DCNP18 Create Change Using Data, Creativity, and Teamwork
  2. 2. 2 #DCNP18 Today’s Presentation Better than the Beatles! Kevin Moran, Principal, Integral Kimberly Perrow, Senior Director of Donor Engagement, Heifer International John Graves, Partner, Eidolon Communications Tiffany Neill, Partner, Lautman Maska Neill & Company
  3. 3. 3 #DCNP18 Keep in Mind MOST Importantly… Shhhhh… the secret to our success Data Set KPIs, Measure … Creativity Fail FAST, test BIG … Teamwork Meet SMART, Communicate…
  4. 4. 4 #DCNP18
  5. 5. 5 #DCNP18 Hi Kevin…
  6. 6. 6 #DCNP18 The Challenge New Pathways to Growth! Heifer International needed an independent assessment of investments to ensure the organization was positioning itself for growth in the long-term. Specifically, the analysis was designed to: • Optimize strategies with no new investment dollars • Refine KPIs and develop process for monitoring • Align the Team
  7. 7. 7 #DCNP18 The Analysis Parameters Needing to change the tires and drive the car! The analysis had to paint a new approach and still ensure that current year revenue goals were met. Risk needed to be articulated and broad communication strategy was needed to ensure the team and partners were aligned. Change management is like changing a flat tire on a moving car – the need for everyone to understand the direction is critical.
  8. 8. 8 #DCNP18 The Outcome Our Guiding Principles • Entirely new Goals needed to be created • Management changes were identified to improve collaboration • Performance targets, KPIs and a monitoring methodology created • Key initiatives were launched to drive our work
  9. 9. 9 #DCNP18 The Priorities Where would the new pathway take us. Key Initiatives included: • Improving performance in current legacy strategies • Acquiring a different type of donor • Launching new initiatives • High-Value donor – monthly, $1000, pipeline • Cross-channel integration
  10. 10. 10 #DCNP18 The Targets Creating a shared understanding and responsibility. • Were: Short-term Now: Short, mid, and long-term • Were: Siloed Now: Cross channels • Were: One-donor type Now: Multiple donor types • Were: Campaign focused Now: Cross donor file • Were: Backward focused Now: Future focused targets Additionally – KPI conversations are monthly to ensure all partners understand their role to reach their goals, as well as allow for shifting of efforts or investments as the year progresses.
  11. 11. 11 #DCNP18 Hi Kim…
  12. 12. 12 #DCNP18 RESETTING A LONG EXISTING STRUCTURE Integration – elusive creature or achievable goal? • Challenge – create an environment that all teams/channels/programs come together to integrate and align with the same strategies
  14. 14. 14 #DCNP18 SETTING THE HEIFER STAGE Who are the players Heifer at the table? • Heifer Staff • Two Direct Mail Agency Partners • Online Agency Partner • Digital Agency Partner • Email Partner • Telemarketing Partner • Canvassing Partner • Data/Analytic Partner • Production Partner
  15. 15. 15 #DCNP18
  17. 17. 17 #DCNP18 RESETTING A LONG EXISTING STRUCTURE Integration – elusive creature or achievable goal? • Challenge – create targets and KPI’s that are monitored - that are the holy grail and everyone must align and be accountable to
  18. 18. 18 #DCNP18 RESETTING A LONG EXISTING STRUCTURE Integration – elusive creature or achievable goal? • Just because the budgeted expense started on your line item does not mean it stays there! • You don’t set your own KPI’s – the data does
  19. 19. 19 #DCNP18 RESETTING A LONG EXISTING STRUCTURE Integration – elusive creature or achievable goal? • Challenge – “You want me to do what how? – But that’s not how we did it before?!?!”
  20. 20. 20 #DCNP18 RESETTING A LONG EXISTING STRUCTURE Integration – elusive creature or achievable goal? • Challenge – integrated meetings that matter – do they really exist?
  21. 21. 21 #DCNP18 RESETTING A LONG EXISTING STRUCTURE Integration – elusive creature or achievable goal? Costello: Well then who's on first? Abbott: Yes. Costello: I mean the fellow's name. Abbott: Who. Costello: The guy on first. Abbott: Who. Costello: The first baseman. Abbott: Who. Costello: The guy playing... Abbott: Who is on first! Costello: I'm asking YOU who's on first.
  22. 22. 22 #DCNP18 RESETTING A LONG EXISTING STRUCTURE Helpful hints for chasing the elusive integration monster….. • Allow all partners to have an equal voice at the table • Same set of KPI’s • Allow partners to connect with each other without you • Repetition • Blur the line of “who owns the program” • Have solid data that stays consistent – short term and long term • Don’t budget by line item or channel – budget by donor type • Create a safe space – if one fails, we all fail and share in that failure • It won’t happen overnight
  23. 23. 23 #DCNP18
  24. 24. 24 #DCNP18 Hi John…
  25. 25. 25 #DCNP18 3 KEY HEIFER INITIATIVES  Growing the Monthly Giving Program (Friends of Heifer)  Diversifying New Mail Donors to Achieve Strategic Organizational Objectives  A New Approach to Donor Communications / Solicitations
  26. 26. 26 #DCNP18 FRIENDS OF HEIFER Multi-channel organizational objective +11% growth in monthly revenue from 2015 to 2016 +16% in monthly revenue from 2016 to 2017 On target for 23% growth from 2017 to 2018! FY18 Channels – TM, Mail, Web, Email, Social, Canvassing
  30. 30. 30 #DCNP18 FOH MAIL INVITE
  31. 31. 31 #DCNP18 FOH MAIL INVITE
  32. 32. 32 #DCNP18 TM / EM INVITES
  33. 33. 33 #DCNP18 CANVASSING
  35. 35. 35 #DCNP18 FOH CULTIVATION…
  36. 36. 36 #DCNP18 … AND THE PAYOFF I must let you know how much that gesture meant to me, and how I treasure the picture. Thank you so very much for your warm letter and taking the time to make me feel appreciated. … your kindness stood out in a world that is not always kind.
  37. 37. 37 #DCNP18 NEW ACQUISITION STRATEGIES New mailshop packages, timing tests and list mix offer KPIs to hit key organizational strategies Long-term focus with an eye toward: - Better pool of monthly donor candidates - Better pool of High Value Donors
  38. 38. 38 #DCNP18 CHILD NUTRITION
  39. 39. 39 #DCNP18 INTERVENTION
  41. 41. 41 #DCNP18 NEW DONOR COMMUNICATIONS Heifer Thought Experiment — How can we really move the retention needle New Stream of Donor Engagement Reporting back on how gifts were used Minimal asks (cornerstone appeals) Measure Results at the End of the Day — Reduced Costs and Improved Retention
  42. 42. 42 #DCNP18 NDC SELF MAILER
  44. 44. 44 #DCNP18 Hi Tiffany…
  45. 45. 45 #DCNP18 Big Goals For an Established Program How do you build a forest and not hurt any trees? Monthly appeals with big goals… can we mess with success? Each channel VERY effective… will they work together? Monthly cash flow goals… projects depend on the revenue! Testing BIG enough to move the needle… conservatively?
  46. 46. 46 #DCNP18 More Money… More…. How do you balance potentially competing goals? Is the priority a monthly gift? Any renewal gift? A $1,000 gift? It’s all three!
  47. 47. 47 #DCNP18 Give Donors a Choice Monthly Giving and Renewal Can Peacefully Co-Exist
  48. 48. 48 #DCNP18 Co-existing Offers
  49. 49. 49 #DCNP18 Honor Donors Increase Stewardship of Higher Value donors
  50. 50. 50 #DCNP18 Personalized Experience “renew your support as a…” “first gift on…” “donor since…”
  51. 51. 51 #DCNP18 Test the Sacred Heifers… Controls Were Meant to be Challenged…
  52. 52. 52 #DCNP18 Channels Were Meant to be Explored…
  53. 53. 53 #DCNP18 Test, Measure, Repeat, Measure Bigger… Fail Fast
  54. 54. #DCNP18