data driven diocesan appeals
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Data Driven Diocesan Appeals. John Biskner, Product Manager ParishSOFT September 12, 2013. Objectives. Understanding an Annual Diocesan Appeal Strategic Use of Data Using Data to Identifying Donors Managing Data to Reduce Costs. Annual Appeal: Financial. - PowerPoint PPT PresentationTRANSCRIPT
Data Driven Diocesan Appeals
John Biskner, Product ManagerParishSOFT
September 12, 2013
ObjectivesUnderstanding an Annual Diocesan
AppealStrategic Use of DataUsing Data to Identifying Donors Managing Data to Reduce Costs
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Annual Appeal: FinancialMajor source of funding for diocese
Different Models
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Cathe-draticum
Annual Appeal
Investment Income
Annual Appeal
Investment Income
Cathe-draticum
Investment Income
Cathe-draticum
Annual Appeal
Investment Income
Annual Appeal: Development
Provides a base for development efforts
Many donors, smaller gifts
Entry Point
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Planned Giving
Events and Campaigns
Annual Appeal
Annual Appeal: DioceseWhat makes a DIOCESAN Annual Appeal unique?
“Known Constituency” i.e. the parishionersEmphasis on the Bishop himself, or diocesan
ministriesParishes act as agents
Parish GoalsWhy do Refunds? Why do Shortfalls?
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Why Do Refunds?The best model:
100% Refund of all monies over goal, tax freeWhy?
Pastors align efforts with the bishop.They see the appeal as THEIR #1 fundraiser!Better efforts = better results“every dollar over goal = a dollar for us!” (instead of
90 cents)Blesses the parishes with centralized marketing
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Usually 14 months, lots of overlap60-80% of Pledges are one time gifts
Annual Appeal: Process
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2013 PlanningTheme
MarketingTiming
Pledge_Solicitation
Mass MailingsIn-Pew Request
Payment CollectionReminders
(quiet phase)
ReviewHow to improveWhat to change
2014 PlanningTheme Marketing
Timing
Pledge_Solicitation
Mass MailingsIn-Pew Request
Payment CollectionReminders
(quiet phase)
ReviewHow to improveWhat to change
Annual Appeal: CalendarStart Date = Mass Mailing or In-Pew Solicitation
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Date Range Reason ExamplesJan to Dec Calendar Year Santa Fe, San Antonio,
San Bernardino, Jackson, Salt Lake City, etc…
Lent to Dec Calendar Year, Liturgical/Lenten Themes
Toledo
May (year 1) to June (year 2)
Fiscal Year Planning,Easter Themes
Detroit, Madison, San Jose
May to Aug Summertime,Catch snowbirds
Burlington
Strategic Use of Data
Market DefinitionMarket SegmentationMarketing Metrics
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Strategic: Market DefinitionGoal
Reach the MOST DONORS to get the MOST MONEY
Means#1 source is Parish Rosters
Parish Rosters (“known constituency”)Rosters are your best tool and your biggest challenge
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Strategic: Market SegmentationGoal
Communicate EFFECTIVELY to inspire MORE GIFTS and LARGER GIFTS.
MeansMessages tailored based on affinities (activity data)Messages tailored based on capacity (prior gifts, zip
codes)Tailored “Suggested Gift Tables” (prior gifts, zip
codes)
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Strategic: Marketing MetricsGoal
To IMPROVE year-over-year, appeal-over-appealMeans
Metrics!Competitive Spirit (pastors competing to perform
well)“Appeal Codes” to measure effectiveness of
segmentationParticipation RatesYear-over-Year analysisGiving Growth
By parish, by donor, or in aggregate 12
Identify ProspectsGoal
To IDENTIFY high capacity prospects
MeansUse Annual Appeal to identify prospects for
development Invite to special event(s) with the bishop to say
Thank You“Gratitude is the first step to the next gift”Build the relationship, learn the affinities, identify
opportunities to advance the mission, align to their interest (i.e. classic Institutional Advancement)
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Data to look forHow much did they give to the appeal?
Signal of capacityWhat specific message did they respond to?
Signal of affinityStyle of Gift?
One time gift or Pledge with PaymentsParish Level Data
Ministry involvementParish of RegistrationSchool for kids
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DemographicsFamily SizeEmployerZip codeAge
Reducing CostsIMPORTANT NOTE
It is far more important to maximize your donations.Reducing costs is secondary.
GoalHow can you reduce costs?
MeansSimple ProcessesCore CompetenciesTrusted PartnersProven Tools
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$
$
Simplify ProcessesWhy simplify processes?
Less steps = less laborLess steps = less chance for
errorHow
Map your processIdentify wasteful tasksSeek means to remove/reduce
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Core Competencies“A Core Competency is a deep proficiency that
enables a company to deliver unique value to customers.” *
Must fulfill three key criteria**:It is not easy for competitors to imitate.It can be reused widely for many products and
markets.It must contribute to the end consumer's
experienced benefits and the value of the product/service to its customers.
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* Bain & Company** C. K. Prahalad and Gary Hamel
Core CompetenciesCore Competencies of a Diocese
Preaching the GospelServing the PoorTraining Good ShepherdsSupporting Parish Communities
Perhaps Not IncludingHigh volume data entryDonor recordkeepingHigh volume printing and mailingSoftware Programming
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Trusted PartnersLook to other entities/companies who’s core
competency will provide value to you (better quality at lower cost)
Data Entry3rd Party Data ProcessorYour Local Bank
Donor RecordkeepingYour Parishes!(Principle of Subsidiarity)
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Printing and MailingDiocesan specialistsLocal mailhouse
Software ProgrammingCensus systemsAccounting systemsOnline Giving
Proven Tools“the right tool for the right job”
Common Tools for managing appealsParishSOFTRaiser’s EdgeLockboxScanlinesPledge cards, acknowledgements, remindersSynchronized parish informationBar code scannersOnline Giving
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Who’s uses DDM?(Arch)Diocese # of
CatholicsPrevious System
Date Implemented
San Antonio 723,305 Raiser’s Edge 8/2013Houma-Thibodaux
102,000 Custom 12/2012
Victoria BC 95,000 Custom 10/2013
ParishSOFT’s Diocesan Development Manager (DDM):is used by 20 dioceses13 who also sync data from the parishes12 who use ParishSOFT’s Online Giving 9 who use lockbox imports
Key BenefitsAccurate ReportsParish Self-Service ReportingRapid Data EntryCompliant with USCCB Guidelines for
FundraisingParish Synchronization
Self Service Reports
