Donor Attrition & Retention Real Data & Real Ideas          Simon Scriver        Total Fundraising              @TotalFR  ...
Overview•Real numbers•Real ideas•Seeds of randomness•(Almost) No advertisement       Regular Giving - Simon Scriver
About MeRegular Giving - Simon Scriver
SegmentationYou are dealing with individuals.          Regular Giving - Simon Scriver
AttritionThe decrease in numbers of regular givers.           Regular Giving - Simon Scriver
AttritionRegular Giving - Simon Scriver
Attrition                 25%Regular Giving - Simon Scriver
Attrition                 50%Regular Giving - Simon Scriver
AttritionRegular Giving - Simon Scriver
AttritionRegular Giving - Simon Scriver
AttritionRegular Giving - Simon Scriver
Perfect Attrition100%90%80%70%60%50%40%30%20%10% 0%       0   1    2   3   4     5     6    7     8     9   10   11   12  ...
Actual Attrition60%50%40%30%20%10%0%      1    2   3     4    5     6     7     8       9   10   11   12   13             ...
Gender60%50%40%30%                                                                     Male                               ...
Gender60%50%40%                                                                        Male30%                            ...
Age Group100%90%80%70%                                                                             60+60%                 ...
Young Person Solution      I’m not your friend.      Regular Giving - Simon Scriver
Employment Status90%80%70%60%                                                                     Employed50%             ...
The Unemployed Solution     •   Lower gift?     •   Mailing list?     •   Volunteer?     •   Fundraiser?     •   Reactivat...
Gift60%50%40%30%                                                                       High Ask (€21+)                    ...
Gift   €16                          €21100 donors                   100 donors 57 active                    43 active €12,...
Welcome Call60%50%40%                                                                      Full Contact30%                ...
90%                          Location80%70%60%50%40%30%                               Co Clare             Co Cork        ...
90%                          Location80%70%60%50%40%30%20%10%                             Co Kilkenny       Co Laois   Co ...
Debit Date70%60%50%40%                                                                            1st-3rd                 ...
Month                                 Source: Rapidata’s Charity Direct Debit Tracking                                    ...
The January SpikeHi Simon,Thank you…We understand January can be difficult…so we wanted to let you know   that you are wel...
Medium70%60%50%40%                                                                  Street                                ...
Medium45%40%35%30%25%                                                                  Street                             ...
Medium Street   Door                 Telephone   On-Line€15.50 €15.50 €5.50 €4.50          Regular Giving - Simon Scriver
Lifetime Value  Regular Giving - Simon Scriver
The Retention ConsortiumShare the attrition you are experiencing on an ongoing basis    and in return receive comparable, ...
What Next? Open Your Debit Date Consider the January Spike Work With More ‘Challenging’ Donors Upgrade Determine your...
Simon Scriver   simonscriver@totalfundraising.ie       www.totalfundraising.iehttp://changefundraising.blogspot.com/      ...
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Fundraising Ireland 2012 - Donor Retention & Attrition

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  • Want to deliver what I like seeing at conferences:Real figuresReal ideas & solutions – a checklist of your next stepsPlant seeds of randomnessNo advertisement
  • Real figuresReal ideas & solutions – a checklist of your next stepsPlant seeds of randomnessNo advertisement
  • About me & Total Fundraising (one and only advertisement)Recruit levels, but base this on 40,000 donors – some don’t want to share, can’t share, don’t look themselves
  • No sport. Music.Interested in Movember, not Frocktober.Excel filter.Segmentation when communicating:MailE-MailSocial MediaTelephoneSMSInvitationsCompetitionsSurveysOffer alternatives to cancellation
  • Assumes you have regular donors…if not, why not?If you have a board of directors you should have regular donors.
  • Percentage from original number of donors
  • Japanese attrition
  • Distinction between non-starters and attrition – don’t pay, but still take in to accountSharp decline at beginning – why initial contact is so important (postcards, SMS, etc.)How many donors do you need to generate necessary income? How many to recruit each month to stay at that level?Eg. WSAI needed €60k p/a – donor worth €300 p/a need 200 donors – losing 30% each year so replace/reactivate 60 a year
  • Dorothy DonorIs anyone segmenting by gender? So easy. Don’t tell me you don’t have time – if your database doesn’t do it then what’s the point of your database. Use Excel. Or Open Office.Generalisation: men make decisions when put on the spot but can’t get them to do anything…which is why I own a banjo that I can’t play
  • Joint – Twin Cities – Twin Donors?
  • Why flakey? UNHCR cancelled cos maxed out credit card to go to Adelaide to meet a Danish girl who was a witch in her past lifeStill have value.As agency we have to keep quality up, but charity doesn’t turn anyone away – so you will get them all.
  • “Dear Friend”“Dear Simon” vs. “Hi Simon”Animal Adoption with swearing and rude jokes
  • Unemployed & Students worse for obvious reasonsNew ICTR proposed changes – self-employed should be able to choose – self-employed is higher gift but still better quality
  • ROI needs to be looked at to truly determineAmnesty asking us not to sign up higher gift donors
  • Welcome Call gives opportunity to cancel & feedback
  • Presumably as more money in Dublin, but also worth considering more connected in Dublin – correspondence comes from Dublin written by Dublin.Your own org?
  • Got rid of the 15thWhat date would you prefer? 1st, 15th, 25th, 30th?People get paid different days so suits different people, so impossible to say which day is best for everyone?Why can’t people choose? “You’re fantastic, you’re gift buys hundreds of rehydration packs, you’re literally saving lives, you’re the most generous amazing person in the world…but you have to do it on the 10th. You get paid on the 11th? Too bad. Computer says no.”Why don’t you do it? Don’t do it because of ‘cost’ and because Doris doesn’t have time.What if you paid her more?What if you hired a P/T person?Don’t ask when do you want to give, ask when do you get paid?ActionAid – debiting on random days and I expressed concern.“69% of people said it was because of financial pressure…it underpins the fact that the reasons are mostly EXTERNAL.”People can’t afford it so it’s not our fault. I can’t afford anything, especially a debit that comes out on the wrong day, a day I don’t want.Surprised % isn’t higher. People choose what to give up and the first thing they give up is the worst thing. I can’t afford a PlayStation, but I could afford a Wii.
  • Also look at percentage unpaid WWF, IndeCare,Allows you to budget betterDon’t have Ireland yet – looking to see what causes spikes:globally, eg. bailoutSector, eg. CEO rates of pay – (Rehab/Concern cancel)Organisation, stupid correspondence
  • Why not take a break in Jan? Who thinks this will help, will be worse, won’t make a difference
  • Outbound telephone – warm & cold, not enough yet
  • Barbed wire fence, moat, crocodilesHow much does each cost you per donor? How many can you get?Different gift amounts
  • Barbed wire fence, moat, crocodilesHow much does each cost you per donor? How many can you get?Different gift amounts
  • CPA – anybody know? Anyone willing to share??
  • The more detail you put in the more detail you receive.Provides benchmark. Knowledge before a campaign.Allows sector to have open discussion about how to improve.Have to look at ROI – giftFrequency / Sign-up Day/Time / Tax Status
  • Fundraising Ireland 2012 - Donor Retention & Attrition

    1. 1. Donor Attrition & Retention Real Data & Real Ideas Simon Scriver Total Fundraising @TotalFR #finfc12
    2. 2. Overview•Real numbers•Real ideas•Seeds of randomness•(Almost) No advertisement Regular Giving - Simon Scriver
    3. 3. About MeRegular Giving - Simon Scriver
    4. 4. SegmentationYou are dealing with individuals. Regular Giving - Simon Scriver
    5. 5. AttritionThe decrease in numbers of regular givers. Regular Giving - Simon Scriver
    6. 6. AttritionRegular Giving - Simon Scriver
    7. 7. Attrition 25%Regular Giving - Simon Scriver
    8. 8. Attrition 50%Regular Giving - Simon Scriver
    9. 9. AttritionRegular Giving - Simon Scriver
    10. 10. AttritionRegular Giving - Simon Scriver
    11. 11. AttritionRegular Giving - Simon Scriver
    12. 12. Perfect Attrition100%90%80%70%60%50%40%30%20%10% 0% 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Regular Giving - Simon Scriver
    13. 13. Actual Attrition60%50%40%30%20%10%0% 1 2 3 4 5 6 7 8 9 10 11 12 13 Regular Giving - Simon Scriver
    14. 14. Gender60%50%40%30% Male Female20%10%0% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Regular Giving - Simon Scriver
    15. 15. Gender60%50%40% Male30% Female Joint20%10%0% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Regular Giving - Simon Scriver
    16. 16. Age Group100%90%80%70% 60+60% 50-59 40-4950% 30-3940% 25-2930% 21-24 18-2020%10% 0% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Regular Giving - Simon Scriver
    17. 17. Young Person Solution I’m not your friend. Regular Giving - Simon Scriver
    18. 18. Employment Status90%80%70%60% Employed50% Self-Employed40% Unemployed Student30% Retired20%10%0% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Regular Giving - Simon Scriver
    19. 19. The Unemployed Solution • Lower gift? • Mailing list? • Volunteer? • Fundraiser? • Reactivation? Regular Giving - Simon Scriver
    20. 20. Gift60%50%40%30% High Ask (€21+) Low Ask (<€21)20%10%0% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Regular Giving - Simon Scriver
    21. 21. Gift €16 €21100 donors 100 donors 57 active 43 active €12,423 €13,429 + TAX Regular Giving - Simon Scriver
    22. 22. Welcome Call60%50%40% Full Contact30% No Contact Partial Contact20%10%0% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Regular Giving - Simon Scriver
    23. 23. 90% Location80%70%60%50%40%30% Co Clare Co Cork Co Donegal Co Dublin20% Co Galway Co Kerry Co Kildare Co Kilkenny Co Laois Co Limerick Co Louth Co Meath Co Offally Co Tipperary Co Westmeath Co Wicklow10% Dublin 3 Dublin 4 Dublin 5 Dublin 7 Dublin 8 Dublin 9 Dublin 11 Dublin 12 Dublin 13 Dublin 14 Dublin 15 Dublin 160% Dublin 17 Dublin 18 Dublin 22 Dublin 24 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Regular Giving - Simon Scriver
    24. 24. 90% Location80%70%60%50%40%30%20%10% Co Kilkenny Co Laois Co Offally Co Tipperary Dublin 30% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Regular Giving - Simon Scriver
    25. 25. Debit Date70%60%50%40% 1st-3rd 4th-6th30% 7th-9th 15th20%10%0% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Regular Giving - Simon Scriver
    26. 26. Month Source: Rapidata’s Charity Direct Debit Tracking ReportRegular Giving - Simon Scriver
    27. 27. The January SpikeHi Simon,Thank you…We understand January can be difficult…so we wanted to let you know that you are welcome to take a break from your monthly gift…Just fill in the return slip below and tick the appropriate box and we will make sure we do not debit your account in January…Alternatively, if you would like to make an additional donation this Christmas period… Regular Giving - Simon Scriver
    28. 28. Medium70%60%50%40% Street Door30% Web Inbound Telephone20%10%0% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Regular Giving - Simon Scriver
    29. 29. Medium45%40%35%30%25% Street Door20% Web15% Inbound Telephone10%5%0% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Regular Giving - Simon Scriver
    30. 30. Medium Street Door Telephone On-Line€15.50 €15.50 €5.50 €4.50 Regular Giving - Simon Scriver
    31. 31. Lifetime Value Regular Giving - Simon Scriver
    32. 32. The Retention ConsortiumShare the attrition you are experiencing on an ongoing basis and in return receive comparable, anonymous figures from other organisations. Regular Giving - Simon Scriver
    33. 33. What Next? Open Your Debit Date Consider the January Spike Work With More ‘Challenging’ Donors Upgrade Determine your CPA, Gift, LTV, MGMT, etc. Share Remember Why You’re Doing It Regular Giving - Simon Scriver
    34. 34. Simon Scriver simonscriver@totalfundraising.ie www.totalfundraising.iehttp://changefundraising.blogspot.com/ (01) 884 8002 @TotalFR Regular Giving - Simon Scriver

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