Implementing a sound long-term value plan through analytics, segmentation and continual testing gives organizations the insights they need to develop long term relationships with high value returns. Feeding America’s Philip Fertick and Paradysz’s Adam Hannah, Angelo Licursi and Patty Ruch shared their insights on finding Long Term Value at the 2014 New York Nonprofit Conference.
Learn what are the most important elements charities need to include in their digital fundraising strategy to raise more money online. Also case studies on how charities are using digital to prospect for bequestors/ Gifts in Wills.
Parachute Digital's Tania Ahmed, Marcos Sastre and Shanelle Newton Clapham show charities how to leverage digital fundraising platforms in Australia to raise more money online for their cause.
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Learn what are the most important elements charities need to include in their digital fundraising strategy to raise more money online. Also case studies on how charities are using digital to prospect for bequestors/ Gifts in Wills.
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Allison Porter, President
To close out the day, Allison will share some top-level trends in the direct marketing industry. She’ll present industry benchmark data as well as trends with Avalon clients.
Simon Rowles Institutional Bank Presentation July 2014Simon Rowles
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According to research of giving patterns since 1966 compiled by the Giving USA Foundation, only bequests averaged an increase during recessionary periods. All
other types of giving either remained static or reported declines.
But is your planned giving program getting its fair share of the marketing budget?
We scoured the internet to find the following awesome information. And, although we can’t take credit for the research, we can take credit for the pretty charts!
So feel free to share this report with colleagues and friends (including your board). And when you’re ready to engage in serious marketing to find hidden gifts, generate
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After all, our mission is to help further your mission.
ENJOY THE REPORT!
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This is a must see and hear hour from one of the masters of major gift success Tom Suddes coupled with the insights of how to enable your actions with simple but powerful database concepts from eTapestry co-founder and industry leader Jay Love.
"Every organization is perfectly designed to get the results it is getting."
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How to Leverage Matching Gifts to Accelerate Your Fundraising ROISalsa Labs, Inc.
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Simon Rowles Institutional Bank Presentation July 2014Simon Rowles
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According to research of giving patterns since 1966 compiled by the Giving USA Foundation, only bequests averaged an increase during recessionary periods. All
other types of giving either remained static or reported declines.
But is your planned giving program getting its fair share of the marketing budget?
We scoured the internet to find the following awesome information. And, although we can’t take credit for the research, we can take credit for the pretty charts!
So feel free to share this report with colleagues and friends (including your board). And when you’re ready to engage in serious marketing to find hidden gifts, generate
leads and cultivate relationships, we hope you’ll reach out to us: http://imarketsmart.com/contact-us
After all, our mission is to help further your mission.
ENJOY THE REPORT!
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Join Steve MacLaughlin, director of the Idea Lab at Blackbaud, as he talks about the most important number in online fundraising: the conversion rate. In this webinar, Steve will review:
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• The components to a well-designed online donation form
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Major gift fundraising is more productive and predictable with a structured moves management process, yet common obstacles hold many nonprofits back. Learn how to get beyond “shoulda/coulda/woulda” & seize 2012 as the year you cultivate a new level of sustainable support. Plus: take away tools & templates that let you hit the ground running, ready to make your moves in a matter of just a few hours.
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Direct marketing case studies that revealed “Gold nugget” learnings for bette...Fiona McPhee
In direct marketing & fundraising testing can help us learn, improve, refine and excel. This session explored some of the 'gold nugget' findings from over 12 years of testing in individual giving fundraising across hundreds of campaigns and programs.
If you run an individual giving program, use direct mail, telephone fundraising or digital to raise funds there will be some ideas and learnings for you.
Maria Del Amo and Steve Miller presented in a webinar sponsored by NAFCU Services new strategies to onboard new members. We took a look at current trends in the creidt union space and offer insight on how to maximize Credit Union's communications efforts to attract, retain and grow their membership.
Patron relationships matter more in 2013 because the arts landscape is “ more like shifting sand than fertile soil,” said Jill Robinson, President, at the TRG Arts May 7 webinar, Plant Loyalty Now. The higher the portion of patron-centric revenue is, “the more organizations need to focus on, invest in, and partner with patrons to sustain income. The webinar offered strategic tactics around starting campaigns early, building on blockbusters, and patron upgrades at every level engagement.
Speed Dating the Data Geeks: What you need to know about Nonprofit Analytic T...hjc
Speakers: Richard Becker, Blackbaud, John Blackwell, INtegral, Joe Churpek, Analytical Ones, John Ernst, Integral, Julie Wilson, Integral
With more nonprofits investing in advanced measurement technologies and analytics to drive their multi-channel fundraising programs, the need to understand what to measure, what to model and what to expect from an analytic partner is greater than ever. Join leaders from some of the nonprofit industry’s top analytic consulting firms for a candid panel discussion on how programs at every maturity level should approach analytics.
The Joys and Failures of the Holiday Season: What Worked, What Didn't in Digi...RedEngine Digital
Packed with digital fundraising, membership and lead-gen dos & don’ts, and ROI-driven ideas, this session will inspire your 2015 digital campaigns and supercharge your results. RedEngine Digital will highlight case studies from Special Olympics and other nonprofits and associations that will stimulate new ideas and deliver best-practice takeaways.
Twitter: @redengine | @DMANF
Liz Murphy
Founder
RedEngine Digital
Olga Woltman
Director, Online Giving
Special Olympics
Rosa Del Angel
VP of Strategy and Client Services
RedEngine Digital
Twitter: @rdelangel
A presentation Chip Grizzard and I gave at the 2016 annual Missions Getaway conference. The topic of the presentation was reconnecting with donors and constituents and optimizing communications for effectiveness.
High-Value Donors: Rejuvenate Your Mid-Level Programdonordigital
Mal Warwick | Donordigital Vice President Peter Schoewe spoke with DeAndra Hicks of Ocean Conservancy and Lester Smiley of PETA at the Direct Marketing Association Nonprofit Federation Washington Nonprofit Conference on February 27, 2015. Learn how to breathe new life into existing mid-level program and increase revenue, improve retention and inspire upgrades. Learn how PETA and Ocean Conservancy achieved double digit growth from their existing programs this past year. Learn best practices for mid-level strategy in a multichannel environment, with a deep dive into offer development, segmentation and targeting and innovative creative and cultivation techniques.
Understanding Key Metrics Of Direct Mail, Online, & Multi-Channel FundraisingSanky Inc.
Presentation of metrics and how to use them for fundraising, by Bryan Terpstra and Paul Habig (@paulhabig).
Covering direct mail metrics, email analysis, website analytics and how multi-channel fundraising increases results.
Presented at DMA Fresh Tracks in Washington, DC, March 2, 2012
Presentation given by Charity Navigator's President & CEO, Ken Berger, at the Valuing Impact conference in London. This was the first international gathering dedicated to exploring nonprofit analysis, and an important first step towards creating an Association of Nonprofit Analysts.
Money2u.org is a peer to peer platform developed based on a unique financial algorithm and use to manage and distribute donations among the global participants in a systematic manner. A system developed to track and monitor all the donations so as to mutually benefits all the recipients and donators.
Money2U is FREE to participate and upon successful registration, you will be given a back office where you will be able to track and manage your donation activities, whether it’s “Giving or Receiving”.
JOIN US NOW!
Sign up now: www.money2u.org/details
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3. 3
Rising duplication rates along with soft
performance have been contributing to a
lower ROI and less revenue to fund mission.
The State of the Industry: Unbalanced
More nonprofits are competing for the same
donor dollar.
Number of new donors down 3.2% in 2013
over prior year.
Number of acquisition
campaigns is down 5% in 2013
after being down 3% in 2012.
4. 4
Number of acquisition
campaigns is down 5% in 2013
after being down 3% in 2012.
Revenue per donor stats increased 3.6%
with 82% of organizations reporting an
increase in 2013.
Rising duplication rates along with soft
performance have been contributing to a
lower ROI and less revenue to fund mission.
More nonprofits are competing for the same
donor dollar.
Number of new donors down 3.2% in 2013
over prior year.
Number of acquisition
campaigns is down 5% in 2013
after being down 3% in 2012.
A More Balanced State
More nonprofits are competing for the same
donor dollar.
Rising duplication rates along with soft
performance have been contributing to a
lower ROI and less revenue to fund mission.
Number of new donors down 3.2% in 2013
over prior year.
Viable 65+ audience – most responsive to
direct mail.
Changes in organizational strategy have
shifted emphasis to bottom line/ROI and
improved donor quality.
Online donors and revenue steadily
increasing over last 5 years – online gifts
generally 2.5x larger than mail gifts.
5. 5
(Acquisition Net Revenue + Subsequent Net Revenue)
Acquisition Donors
LTV
Long Term Value (LTV) is the financial value of a donor relationship in
future terms, generally 12 or 24 months from present.
“It is an indicator of how today’s investment decisions affect future revenue
outcomes.”
LTV Definition
Cumulative Net Revenue over a set period of time
6. 6
In reviewing who your “best” donors are, many times organizations find that the initial
acquisition gift level is a big predictor of high long term value and commitment.
The question becomes….
How do I get more of them? And if I can’t get
high gift donors in acquisition,
can I upgrade them in renewal?
LTV by Gift Level
($50.00) $0.00 $50.00 $100.00 $150.00 $200.00
$0-$14
$15-$19
$20-$24
$25-$34
$35-$49
$50-$99
$100+
12 Mo LTV - Net Rev/Donor
$0-$14
17%
$15-$19
16%
$20-$24
42%
$25-$34
8%
$35-$49
8%
$50-$99
7%
$100+
2%
Donors by Acq Gift Level
7. 7
HIGH GIFT DONORS COME FROM ALL ACQUISITION SOURCES.
The ability to separate high gift
from low gift prospects for improved targeting
is a challenge for many organizations.
LTV by Gift Level: List Source
0%
20%
40%
60%
80%
100%
120%
List #1 List #2 List #3 List #4 List #5 List #6 List #7
$0-$14 $15-$19 $20-$24 $25-$34 $35-$49 $50-$99 $100+
8. New leadership from commercial sector
Increased scrutiny on Direct Mail
acquisition budget
– Largest single expense source
Corporate giving overshadows DM due to
minimal cost of fundraising
– Corporate food donors often become funds
donors
– DM revenue is unrestricted
– DM revenue creates steady stream of revenue
35%
62%
3%
Feeding America (2013)
73%
6%
14%
7%
Industry (2012)
Individuals Corporations
Foundations Other
Feeding America – Our Story
9. Significant growth of online channel
Online new donor metrics better than that of Direct Mail
initially…
– Higher average gift
– Ability to acquire new sustainers
– Organic contributions further improve online metrics
Asked to invest more in digital than direct mail –
although digital not easily scalable
25%
75%
Digital
Sourced
Donors
Direct Mail
Sourced
Donors
Direct Mail vs. Online
10. CFO considers ROI at 12-month and 3-year views for
investment decisions
Became necessary to understand multi-channel LTV
– Built acquisition tool to look at subsequent giving and true
ROI by donor source
Need to shift focus from channel metrics to overall new
donor metrics
– Understand online attribution to offline
Investing more to test new channels
with lower costs – success with insert media
LTV and Investment Opportunities
11. Gift band analysis showed DM-sourced, higher average
gift donors performed better at 3-year LTV than online-
sourced
Goal to find higher value donors upfront
$0
$200
$400
$600
Mail Online
Lifetime Revenue by Origin Source
$10-$14 $15-$24 $25-$34
$35-$49 $50-$99 $100-$249
LTV Analysis by Gift Band
12. Focus to increase LTV on Direct Mail acquisition program
– A higher cost to acquire is not always bad!
Implemented strategies to improve response, lower costs and
increase average gift:
– Shift in list selection based on LTV vs. Net Rev/Donor and Cost of
Acquisition (COA)
– Shift to non-premium offer
to generate higher upfront gift
– Ask array strategies by list
– Gift optimization model
Shifted volume from
labels/notepad to simple appeal
LTV Focus
14. 14
Marry gift modeling & segmentation techniques with
targeted asks or offers that maximize the giving potential of
each prospect.
Goal:
Strategy:
Improve prospect campaign performance and the overall
quality of the donor acquired (LTV).
Gift Optimization: Acquisition
15. 15
91 95
131
172
94
47
0
20
40
60
80
100
120
140
160
180
200
HIGH $ MED $ LOW $
FEEDING AMERICA
GIFT OPTIMIZATION MODEL
RESP INDEX AVG $ INDEX
Combining demographic and lifestyle data variables with campaign
response behavior leads to predictive model segmentation.
Gift Optimization: Model Development
16. 16
Key Differences Between “High Gift” and “Low Gift” prospects…
Recent Retirees: Ages 65-74
Married
Male
Higher Income & Net Worth
More likely to donate to Wildlife and Art causes
Older Retirees: Ages 75+
Single
Female
Lower Income & Net Worth
More likely to donate to Cancer, Children, or
Catholic causes
High Gift
Low Gift
Gift Optimization: Audience Profile
17. 17
Panel Audience
Test: Open
Ask
Test: High
Ask #1
Test: High
Ask #2
Control Ask
Control Random Nth 20,000 20,000 20,000 20,000
Test
High Gift
Prospects
20,000 20,000 20,000 20,000
Test
Medium Gift
Prospects
20,000 20,000
Test
Low Gift
Prospects
20,000
Total 40,000 60,000 80,000
Gift Optimization: Ask Array Testing
A CB D
18. 18
Gift Optimization: Ask Array Testing
In addition to the
control ask array;
two higher arrays
and an open ask
were tested across
audience segments.
19. 19
Panel Audience
Test: Open
Ask
Test: High
Ask #1
Test: High
Ask #2
Control
Ask
Control Random Nth $87 $126 $129 $120
Test
High Gift
Prospects
$127 $125 $167 $168
Test
Medium Gift
Prospects
$87 $140
Test
Low Gift
Prospects
$74
Panel Audience
Test: Open
Ask
Test: High
Ask #1
Test: High
Ask #2
Control
Ask
Control Random Nth $17.18 $29.46 $22.77 $20.30
Test
High Gift
Prospects
$51.28 $31.24 $32.05 $31.54
Test
Medium Gift
Prospects
$21.60 $24.90
Test
Low Gift
Prospects
$10.82
Gross
Revenue/M
Average
Gift
Gift Optimization: Results
A B C D
20. 20
“High Value” segments had a 20%
increase in upgraded giving
compared to other donor segments
receiving same offer.
Identify NPO’s best donors
based on fundraising value
speed of upgrade to higher
giving levels.
Leverage past campaign
performances and 3rd party
data append to develop a
new donor segmentation
strategy that predicts
tomorrow’s “Best Donor”
upgrade candidates.
Build out an offer and ask
array framework & test
plan to increase giving in
“High Value” upgrade
segments.
1 2 3
}
GOALS
• Increase the # of mid-level giving donors on file.
SCOPE & SOLUTION
RESULTS
Gift Optimization: Donor Upgrade
21. 21
Reviewing donor upgrade
trends also highlighted
Holiday/Year End giving
opportunities that could be
maximized.
Higher ask array testing
around this season is
recommended.
Gift Optimization: Timing
22. 22
• The recipe of receiving higher gifts from
your prospects and donors requires all
the ingredients…
– Audience
– Timing
– Offer
– Ask
• Define objective, test strategy & measurement upfront
– Should include specific audience that is being targeted
– Testing strategy should include creative, timing, offer and ask array
variables
– Be very specific about the key performance metrics used to evaluate
success (ex. Avg Gift or # of upgraded donors)
Best Practices & Methodology
23. Thank you
Philip Fertick
Director, Acquisition and New Media
Feeding America
pfertick@feedingamerica.org
Growing Long Term Value Through Gift
Optimization Strategies
Angelo Licursi
Vice President, Research Advisory Services
Paradysz
alicursi@paradysz.com
Adam Hannah
Director, Relationship Management
Paradysz
ahannah@paradysz.com