Annual Giving Retention Strategy to help you keep more of your current donors. It's just as valuable for an organization to keep its current supporters as it is to acquire new ones but that doesn't mean we need to complicate it. Keep it Simple, Short and Specific and the results will speak for themselves.

1. Paul A. Prewitt
paul@paulprewitt.com
Annual Giving
Retention Strategy

2. Annual Giving Activities
Are An Investment In Future Returns

4. mysupermarketer.
STOP GUESSING AT THE ASK

5. What’s an Annual Giving Retention Strategy?

8. mysupermarketer.
Campaign Executive Overview
425,406individuals asked
1,079,502total solicitations sent
8,542gifts
$863,467revenue
7,067donors
727%return on investment
$0.12cost per dollar raised
0.79%response rate

9. mysupermarketer.
Campaign Timeline
Q1 Q2 Q3 Q4
July – September
Email sent July 21st
Mail dropped August 6th
October – December
Email sent Nov. 23rd & 26th
Mail dropped Nov. 24th
January – March
Email sent Jan. 26th
Mail dropped Feb. 16th
April – June
Email sent April 10th & 12th
Mail planned for May 15th

10. mysupermarketer.
Campaign Donor Demographics
18%of FY15 donors
21%of FY15 donor retention
MSU Donor
Status
PrimaryRecordType

11. mysupermarketer.
Campaign Revenue Distribution by College
College
Current
Donors Gift Count Gift Revenue
Episodic
Count
Episodic
Revenue
Broad College of Business 563 586 $54,714.20 0 $0
Col. of Agriculture & Natural Resources 709 747 $62,629.33 1 $5,000
College of Arts & Letters 198 202 $22,592.83 0 $0
College of Communication Arts &
Sciences 196 206 $16,704.34 0 $0
College of Education 632 647 $57,989.30 0 $0
College of Engineering 377 392 $67,106.67 2 $31,000
College of Human Medicine 141 147 $39,089.17 1 $10,000
College of Music 208 218 $16,745.95 0 $0
College of Natural Science 511 541 $66,338.99 1 $10,000
College of Nursing 72 74 $4,549.17 0 $0
College of Osteopathic Medicine 106 107 $27,353.33 1 $10,000
College of Social Science 592 618 $47,779.97 0 $0
College of Veterinary Medicine 436 457 $49,853.99 1 $5,000
Graduate School 16 16 $1,125.00 0 $0
Honors College 146 151 $13,334.98 0 $0
James Madison College 97 107 $24,140.00 1 $5,000
Lyman Briggs College 44 45 $8,160.00 0 $0
MSU College of Law 4 4 $5,050.00 0 $0
Residential College in Arts & Humanities 4 4 $200.00 0 $0
College Total 5,052* 5,269 $585,457.22 8 $76,000.00

12. mysupermarketer.
Campaign Revenue Distribution by Units
Unit
Current
Donors Gift Count Gift Revenue
Episodic
Count
Episodic
Revenue
4-H Foundation 0 0 $0 0 $0
Broad Art Museum 9 10 $518.33 0 $0
Broadcasting Services 115 137 $7,420.16 0 $0
Campus Planning and Administration 15 16 $1,015.00 0 $0
General University 1,723 1,776 $106,180.22 0 $0
Intercollegiate Athletics 407 452 $55,483.78 0 $0
International Studies and Programs 17 18 $955.00 0 $0
Libraries and Information Technology
Ser 150 155 $14,741.20 0 $0
Lifelong Education 0 0 $0 0 $0
Miscellaneous 54 55 $4,181.67 0 $0
MSU Museum 23 24 $3,360.00 0 $0
MSU Press 1 1 $100.00 0 $0
Student Affairs and Services 328 345 $22,737.36 1 $5,000
University Scholarships 211 214 $36,887.04 0 $0
Wharton Center 67 70 $24,430.00 3 $15,000
Unit Total 3,120* 3,273 $278,009.76 4 $20,000.00

13. mysupermarketer.
Get Personal
with Your Target Marketing

14. mysupermarketer.

15. mysupermarketer.
Campaign Direct Mail Results
Overall:
• 156,262 individuals asked
• $845,130 revenue
• 6,965 donors
• $0.36 cost per piece
Target:
• Lybunts & Sybunts without
current fiscal year giving
• Q4 direct mail not set yet.
Personalized to show your last unique gifts.
2.74%
avg. response rate

16. mysupermarketer.
Campaign Basic Email Solicitations
Overall:
• 344,802 individuals asked
• $18,337 revenue
• 152 donors
• $0.00 cost per piece
Target:
• Anyone without current
fiscal year giving.
< 0.05%
avg. response rate
Results diminished after each subsequent message.

17. mysupermarketer.
Campaign Personalized Email Experiment
Email:
• 1834 pieces sent
• 28 gifts
• $6,525 revenue
Target:
• Those with FY14 and
FY13 online gifts without
current fiscal year gifts.
• Sent in April of fiscal year
We used the RID feature for web gift renewals to personalize.
1.53%
response rate

18. mysupermarketer.
THERE IS NO PILE