collaborating...affiliate marketing events direct mail telephone tv radio print display 2000 s im...
TRANSCRIPT
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Collaborating… with our donors
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Lingo Bingo• Donor centric • Donor driven • Donors as ‘partners’ • Segmentation • Personalization • More relevant communications
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Who has struggled with • Technical speak versus donor speak • Designated giving versus undesignated giving• Organizational silos• Growing a mass file and specifically monthly givers• Reporting back to donors on the impact of
their gifts • Finding money to invest in acquisition and retention • Donor loyalty
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I’m confused • We act like we don’t know how to get our file to grow or
perform better • Where’s the fricken mystery?• Huh? • What?
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Not a lot of wiggle room • Costs are skyrocketing• Media is impossible to dominate• Competition is stronger• Budgets are flat
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Not a lot of wiggle room Acquisition and Retention
Then Now
Single donor acquisition cost 1990: $25 $75 - $150
Monthly donor acquisition cost 1990: $50 $300 - $750
Average lifetime of child sponsor 6 – 7 years 3 – 4 years*
*Heavily affected by door-to-door rates
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Media Environment
Not a lot of wiggle room Events Direct Mail Telephone TV Radio Print Display
< 1990
Events Direct Mail Telephone TV Radio Print Display
1990IMEmailCable TVWebsiteSearchOnline Display
Events Direct Mail Telephone TV Radio Print Display
1999IMEmailCable TVWebsiteSearchOnline DisplayPaid Search Landing Pages Microsites Online Video Webinars Affiliate Marketing
Events Direct Mail Telephone TV Radio Print Display
2000s
IMEmailCable TVWebsiteSearchOnline DisplayPaid Search Landing Pages Microsites Online Video Webinars Affiliate MarketingMobile EmailSMSWebinarsBlogs/RSSPodcastsContextualWikisSocial NetworksMobile Web
Events Direct Mail Telephone TV Radio Print Display
2012IMEmailCable TVWebsiteSearchOnline DisplayPaid Search Landing Pages Microsites Online Video Webinars Affiliate MarketingMobile EmailSMSWebinarsBlogs/RSSPodcastsContextualWikisSocial NetworksMobile WebApps/Push NotificationsGroup TextingSocial DMVoice MarketingBehaviouralSocial Media & AdsVirtual WorldsWidgetsTwitterMobile AppsGeolocationVirtual Events
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Not a lot of wiggle room Overhead percentage • Then: below 20% • Now: below 20%
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Think about best practicesThanks Welcome Ask againEducateCultivate Elevate
Now let’s think about Janet ...
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Meet Janet
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Janet
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Organizations don’t listen
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Or ... • Bait-and-switch asks • Inside out?
or Outside in?
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What a mess!Too many ingredients in the mix
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Friction Donors are digging in their heels
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What does donor collaboration mean?• Invite them to be part of the solution• Show empathy • Join your donors where they are at • View the world from their perspective
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Mass? Middle? Major? Meh!• Form a clear understanding of where each individual
donor is at, and what motivates their decision making • That’s what drives success!
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Example 1Wycliffe Gift Catalogue
• A saturated product space • Seeing declines across the board • First and foremost – a retail experience, not a
giving experience
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Gift Catalogue Trend Line
2010 Gift Catalog$346,823Avg Gift: $154.49RR 3.01%I:C 4.37Mailing Count: 43,705
2011 Gift Catalog$247,226Avg Gift: $148.13RR 2.46%I:C 3.68Mailing Count: 41,559
2012 Gift Catalog$154,074Avg Gift: $156.26RR 1.33%I:C 1.04Mailing Count: 51,775
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Better retail experienceMoving closer to the audience:1. Doubled response rate 2. Increased average gift past $160 3. Exceeded RR goal by 117%4. Improved I:C by 395% over prior year
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Example 2Toronto Humane Society Holiday Appeal
• Performance of critical Holiday Appeal mailing going to the dogs
• Revenue declined by more than 34% since 2010, despite increases in the mail quantity
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Focusing on impactBasic Insight
• Pet people are crazy.
Solution• Specific offers that focused on impact • Segment cat and dog people • Package comes from a pet type (cat, dog or other) to
drive the creative elements of the package.
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Empathy pays• Revenue increased 47%
versus 2012• Highest result in 5 years• Average gift amount up
over 25%• 5% of monthly donors
increased their monthly gift amount
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Example 3World Vision US – Middle Donor program 2007• 18,000 middle donors, poorest performing file in
entire organization
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Example 3Solution• A program to create a
bridge between Mass and Major
• Focused on donors, their habits, their passions and their preferences
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Example 3World Vision US – Middle Donor program 2013• 2013 – 20,000 middle donors
• Middle-Major portfolio revenue has increased by 249% since 2007
• Newsletter revenue has increased from average $65,000 per issue (high of $105,000) to $540,000
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Keys to success 1. Organizational orientation2. Obsessive results and metrics tracking 3. Willingness to be results-based 4. Invest in areas that earn it; starve those that don’t