Implementing Donor Team Fire

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Implementing Donor Team Fire

  1. 1. Implementing Donor Insights for Real! October 15 th 2008 Team Fire
  2. 2. Team Fire….Our Objective <ul><li>Achieve 100% growth over the next five years while keeping the cost of fundraising below 40% with no decrease in net contribution </li></ul>15% year over year growth in 5 years required to hit target Objective Quantification Start Year 1 Year 2 Year 3 Year 4 Year 5 $ 600,000 $ 690,000 $ 793,500 $ 912,525 $ 1,049,404 $ 1,206,814
  3. 3. Team Fire….Our Journey <ul><li>Review of Data Facts and discussion on team approach, work scope and timeframe </li></ul>Facts       60% of donors give more thn once   Liklihood of second donation is 80% in first 16 months Active donors = last 12 months   22% attrition yr/yr     70% gave once in 2002     30% gave more than once in 2002   Loyal group 10+ appeals = 4152  
  4. 4. Four Pillars Loyalty Strategy OTG Test for monthly giving Increase frequency Increase value of give - renewal program Secondary OTG program to upgrade in 12 months Legacy Intermediate Donor Program Special Emergency Mailing - Appeal   Member Introduce Monthly Donor Plan Increase value of give and frequency Acquisition Strategy Lapsed Donors Reactivation DM/TM/DM&TM Cash vs regular giving Payment Method Testing Cold Pac Creation and Testing Attrition Understand attrition Welcome program Survey? Major Donor Sponsorship/Membership Ambassador Program Board Membership Capital Campaigns
  5. 5. Year One…. Year 1           EMERGENCY APPEAL   Initial Appeal Reminder Appeal     Personalized Emergency Appeal w Name and Amount   Response Rate Response Rate Average $ Donation Gross Revenue Active 7000 10% 5% $40 $42,000.0 Lapsed 24month 2000 8% 3% $30 $6,600.0 Other Donor 13000 3%   $20 $7,800.0         Total $56,400.0             Monthly Giving   Initial Appeal Reminder Appeal     Regular Gifts Assoc w Emergency Appeal   Response Rate Response Rate Average $ Donation/Mnth Gross Revenue Active 7000 5% 3% $15 $100,800                     Cost $ 22,000.00         Net Contribution $135,200.00
  6. 6. Year One…con’t   Start Year 1 Year 2 Year 3 Year 4 Year 5 Target - 15% Growth $ 600,000 $ 690,000 $ 793,500 $ 912,525 $ 1,049,404 $ 1,206,814 Minimum Revenue Diff YR/YR   $ 90,000 $ 103,500 $ 119,025 $ 136,879 $ 157,411 Gross Revenue $ 600,000 $ 735,200         Active Donors 7000           Lapse Donors 12 to 24 mnths 2000           Attrition 22%           Total Database 22000           Average Donation $ 35.00           Mktg Budget $ 150,000 $ 172,000         Net Contribution $ 450,000 $ 563,200         Budget as % of Gross Revenue 25% 23%        
  7. 7. Year One to Five Start Year 1 Year 2 Year 3 Year 4 Year 5               Emergency mailing 2nd Emergency Appeal         Introduce monthly giving Develop Monthly Giving Program         Understand Attrition Reduce Attrition 50%           Test TM Introduce TM         Test Direct Dialogue Introduce Direct Dialogue       Test Cold Pac Roll Out New Pac             Legacy Program    

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