playing nicely in the sandbox - eventrebels · 2015-07-13 · playing nicely in the sandbox what...
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Jennifer VanderveldMarine Corps Heritage Foundation
Lisa Maska, CFRE Lautman Maska Neill & Company
Playing Nicely In the Sandbox
What will you learn today?
• How direct response campaigns can support mid-level and major donor programs
• Which strategies are most effective for upgrading donors
• How to identify the best donors to target for upgrades
The Challenges
• Silos …
• Fighting over donors…
• Donors being ignored…
• Donors languishing without proper stewardship
• Worst case: donors lapsing…
#Bridge15
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The solution is synergy.Not all higher dollar donors are “different.”
You can leverage your direct response program (mail, online, phone) to steward and solicit your mid-level and major donors.
This frees up staff time for personal cultivation and solicitation!
#Bridge15
Most donors are DM acquiredThe majority of mid-level and major donors were acquired through mass mailings.
They have responded well in the past (renewing, upgrading!) to direct mail efforts.
Mail and email can help educate, steward, retain and upgrade their support.
Mail/email + personal contact = success!
#Bridge15
So – who are your major donors?And – who is in the pipeline?
• “Major” is different for each organization$500? $1,000? $5,000? $50,000?
• Your direct response donor pool should provide a pipeline of robust prospects for upgrade at each level.
#Bridge15
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0-12 Month Donors ($50+)
0-12 Mo
Total Giving Range Donors Revenue
$50-99.99 11,852 $714,778
$100-249.99 9,258 $1,265,789
$250-499.99 2,381 $747,062
$500-999.99 836 $500,820
$1,000-2,499.99 404 $532,757
$2,500-4,999.99 61 $193,565
$5,000+ 65 $2,672,153
Active Donors by Annual Value
0 2,000 4,000 6,000 8,000 10,000 12,000 14,000
$50-99.99
$100-249.99
$250-499.99
$500-999.99
$1,000-2,499.99
$2,500-4,999.99
$5,000+
Donors
1,366 $500+ donors!
Their annual revenue is nearly
$3.9 million!
Create tiers and target accordingly
One example:
Direct response – up to $499• Robust integrated mail/online/phone program
Mid-level - $500-$4,999• Still uses mail/online/phone but adds more cultivation
and personal contacts
Major - $5,000+• Slightly less mail/online/phone, with addition of
targeted personal contact (calls and visits)
Plan your annual communication calendar
Remember – even if a donor gives only in November, they need to hear from you throughout the year!
• Plan touchpoints regularly throughout the year.
• Vary the opportunities to connect – engagement!
• Thank the donor often.
• Ask several times throughout the year.
Even if YOU aren’t asking all year – other organizations are!
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#Bridge15
Check out the ask galleys!
Case Study:Marine Corps Heritage
Foundation
The Marine Corps Heritage Foundation
The Marine Corps Heritage Foundation raises money to support the preservation of USMC history and culture through the National Museum of the Marine Corps (which opened in 2006) and other programs.
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• 72,000 Active Donors (most under $1,000 annually)• Almost all acquired through mass mailings
• Established giving levels• Semper Fidelis Society ($500-$5,000)
• Friends Program ($5,000 - $99,999, lifetime giving)
• Commandant’s Circle ($100,000+, lifetime giving)
Large Base of Supporters
Direct Response + Staff Solicitation
• Robust multi-channel program (mail/online) solicits gifts for donors up to $100,000 level
• Staff provide cultivation and stewardship through personal calls and visits
A Look at the Donor File:
(0-12 month donors by annual giving)
<$50…………………………..23,934
$50-99.99…………………….11,852
$100-249.99…………………..9,258
$250-499.99…………………..2,381
$500-999.99…………………….836
$1,000-2,499.99………………..404
$2,500-4,999.99………………….61
$5,000-9,999.99………………….33
$10K-14,999.99…………………...7
$15K-24,999.99……………………3
$25,000+………………………….22
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MCHF staff = 12
Basics:• Two individuals handle all
phone calls
• Two full time/two temps handle all data entry
• Over 100K gifts annually
VP of Development & ED
A small shop but powerful force.
Let’s Talk Staff and Their Role in Cultivation!
Cultivation begins with the first contact in
new donor acquisition
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Real Life Example
LCpl John Smith
• $100 gift through Oct Acquisition
• Six months later, $1,000 donation through May Acquisition!
Cultivate in Acquisition
Cultivation and stewardship continue
through special appeals
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These Give Our Donors … Pride
Multi-channel program includes many opportunities to renew –
and upgrade! – throughout year
Semper Fidelis SocietyHigh Dollar ($500) Program Invitation
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Challenge Coin Appeal
Brick InvitationNaming Opportunity
Friends Giving 2014
$5K cum donors received all mailed appeals
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LCpl John Smith
• In various appeals, gave four gifts in three years
• Donations varied from $100 to $1,000
• Gave additional gift toward membership for $1,000
Cultivate in Appeals
Real Life Example
Higher touch at major gift level
A little piece of their Museum!
Real Life Example
LCpl John Smith
• Gave $1m when asked
• He routinely comes to NMMC to see how his “investment” is doing
Cultivate in Major Gifts
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Strategies for SuccessLet Your Direct Response Program do the Heavy Lifting
• Mail/online can offer a variety of opportunities to give
• Giving societies
• Targeted upgrade asks
#Bridge15
Critical part of your donor communication
• Educate donors about mission and long-term needs
• Focus on impact – what the donor’s gift has accomplished
• Offer variety of ways to engage and give
• Donors were acquired through the mail – often the best way to retain and upgrade them!
Mail/email works best in concert with your additional personal solicitation efforts.
Mail/email appeals
USHMM
• 125,000 members (most giving <$1K)
• Many $1,000,000+ donors
• Gap in the middle –only 500 donors $5K-$25K
Big donors hadn’t given since campaign to build the Museum.
Needed to educate donors about mission, and connect them with regional staff and volunteers.
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Giving Society Invite
Campaign launched Annual Fund in September
MGO’s Insert
Highly personalized, tailored to donor’s region
The Actors Fund of America
• 12,000 members (many giving $100 annual membership)
• Membership levels at $100, $500, $1K
• “In the Spotlight” Giving Program begins at $2,500
Needed to encourage upgrades from mid-level group ($100-$2,499).
Wanted to provide deeper level of information about programs for seniors.
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Targeted Upgrade Ask
• Beat goal by 69% - raised $165K from 12,193 donors
• 42 gifts $1,000+ - totaling $98K!• 3 $1,000 gifts from $250 donors
• 15 $1,000 gifts from $500 donors
• 2 $10K gifts from $5K donors
• And – the campaign started a conversation with donors and Major Gift Officer.
The results?
Other Ways to Steward?
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Information in your database can tell you a lot
• RFM is used to identify biggest pool of prospects
• Longevity
• Campaign responsiveness
Targeting Donors
• Overlays can add valuable information
• Data appends
• Model behavior (What size gifts are your donors giving to other organizations?)
Outside Data Can Enhance
#Bridge15
Data Analytics
Outside information
+ gift data
= best formula
for upgrades
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#Bridge15
So About Playing Nicely…
Communicate! Mail and Major Gifts and Marketing staff should be talking – a lot.
• Review calendar together.
• Flag donors for tracking.
• Make sure no donor is falling through the cracks.
• Listen to your donors – they tell you a lot through their giving behavior.
• Be willing to share credit!
Thank you!
Jennifer Vanderveld
703-630-3691
Lisa Maska, CFRE
202-296-9660, ext 206