sean triner benchmarking india 2008

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© Pareto Fundraising 2008

Benchmarking for success: Benchmarking for success: Understanding and Understanding and improvingimproving your fundraising your fundraising performance through data performance through data insightsinsights

Presented by Sean TrinerPresented by Sean TrinerPresented by Sean TrinerPresented by Sean Triner

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Useful links

www.paretofundraising.com

www.seantriner.blogspot.com

[email protected]

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What it is all aboutWhat it is all about

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1.The Big Picture1.The Big Picture1.The Big Picture1.The Big Picture2.Why major donor 2.Why major donor 2.Why major donor 2.Why major donor programs usually failprograms usually failprograms usually failprograms usually fail3.Identifying3.Identifying3.Identifying3.Identifying4.Communicating4.Communicating4.Communicating4.Communicating5.Asking5.Asking5.Asking5.Asking6. More communicating6. More communicating6. More communicating6. More communicating

1.1.1.1. IntroductionIntroductionIntroductionIntroduction2.2.2.2. Data, data, dataData, data, dataData, data, dataData, data, data

1.1.1.1. More data: BenchmarkingMore data: BenchmarkingMore data: BenchmarkingMore data: Benchmarking3.3.3.3. Interpreting the informationInterpreting the informationInterpreting the informationInterpreting the information4.4.4.4. Mystery shoppingMystery shoppingMystery shoppingMystery shopping5.5.5.5. Your next stepsYour next stepsYour next stepsYour next steps

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1.1.1.1. IntroductionIntroductionIntroductionIntroduction2. Data, data, data

1. More data: Benchmarking3. Interpreting the information4. Mystery shopping5. Your next steps

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The Big PictureThe Big Picture

Overall Fundraising StrategyOverall Fundraising Strategy

GovernmentGovernment

Trusts & Trusts &

foundationsfoundations

ConsiderConsider

Corporate &Corporate &

EventsEvents

ConsiderConsider

Associations, Associations,

groupsgroups

Individuals Individuals –– Long term growthLong term growth

The Giving ConstituencyThe Giving Constituency

Bequests / Bequests /

LegaciesLegaciesMajor DonorsMajor Donors Regular GivingRegular Giving

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Your Your learninglearning

TrainerTrainer

informationinformation

Group Group InformationInformation

ACTION!ACTION!

?

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1. Introduction2.2.2.2. Data, data, dataData, data, dataData, data, dataData, data, data

1. More data: Benchmarking3. Interpreting the information4. Mystery shopping5. Your next steps

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Info:

D.O.B

Church etc

Trans-actions

Feedback

Analysing dataAnalysing data

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ANALYTICALANALYTICAL

-Your Growth

- Your donor

Behaviour

-Used for targeting

ENVIRONMENTALENVIRONMENTAL

-How much is given

- Growth

- Competition

PERSONALPERSONAL

-Transactions

- Legacy status

- Pet name

STRATEGIC DATASTRATEGIC DATA

-- informsinforms

TECHNICAL DATATECHNICAL DATA

-- usedused

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-Your Growth

- Your donor

Behaviour

-Used for targeting


-How much is given

- Growth

- Competition

PERSONALPERSONAL

-Transactions

- Legacy status

- Pet name


-- informsinforms


-- usedused

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-Your Growth

- Your donor

Behaviour

-Used for targeting


-How much is given

- Growth

- Competition

PERSONALPERSONAL

-Transactions

- Legacy status

- Pet name


-- informsinforms


-- usedused

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1. Introduction2. Data, data, data

1.1.1.1. More data: BenchmarkingMore data: BenchmarkingMore data: BenchmarkingMore data: Benchmarking3. Interpreting the information4. Mystery shopping5. Your next steps

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A mixed bunchA mixed bunch

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Anonymous…?Anonymous…?

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Key findingsKey findings

Growth comes from

Individuals

RG / CoG best – still

Nothing beats F2F

Retention:

Channel & age

Promiscuity levels

Measuring legacies

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Australian BM partners total income

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AU$80m

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0

50,000

100,000

150,000

200,000

250,000

1998 1999 2000 2001 2002 2003 2004 2005 2006 2007

Recruitment numbersRecruitment numbers

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Growth comes from

Individuals

RG / CoG best – still

Nothing beats F2F

Retention:

Channel & age

Promiscuity levels

Measuring legacies

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Measuring legacies

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Legacy penetration: Donors since 2002

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Retention:

Channel & age

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0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

Lost Dogs

Charity 1

Charity 2

Charity 3

Charity 4

Charity 5

Charity 6

Charity 7

Charity 8

Charity 9

Charity 10

Charity 11

Regular giving retention - year one

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0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

Three year RG Retention

Yr1

Yr2

Yr3

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1 Year DM Retention

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

Gave0506

© Pareto Fundraising October

2006

Note: this is Round two data (last year)

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0%

10%

20%

30%

40%

50%

60%

70%

Under 20 20-29 30-39 40-49 50-59 60+

Year 1 Attrition (2007)

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Promiscuity levels

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AIA CCIA CBM HF LDH TCCNSW ACF A4UNHCR WWF SCOPE

0.0% 0.8% 3.9% 6.7% 1.0% 3.9% 5.3% 1.3% 3.9% 1.2%

1.6% 0.0% 3.3% 9.4% 0.3% 7.6% 1.0% 0.4% 1.9% 0.3%

3.1% 1.3% 0.0% 17.3% 1.1% 4.4% 1.6% 0.4% 2.3% 2.0%

1.5% 1.0% 4.8% 0.0% 0.9% 4.1% 1.2% 0.2% 1.5% 1.6%

2.8% 0.4% 4.0% 11.5% 0.0% 0.7% 2.9% 0.3% 4.9% 6.4%

1.5% 1.4% 2.2% 7.1% 0.1% 0.0% 0.8% 0.4% 1.3% 0.0%

7.1% 0.7% 2.7% 7.1% 1.3% 2.9% 0.0% 0.7% 4.7% 1.3%

7.7% 1.1% 3.1% 5.1% 0.7% 6.0% 3.2% 0.0% 3.1% 0.9%

4.6% 1.0% 3.3% 8.0% 2.0% 3.9% 4.0% 0.6% 0.0% 1.1%

2.7% 0.3% 5.7% 16.4% 5.0% 0.2% 2.1% 0.3% 2.2% 0.0%

1.3% 1.6% 2.4% 8.0% 0.1% 9.6% 0.8% 0.4% 1.2% 0.1%

3.0% 2.2% 4.1% 12.4% 0.1% 12.7% 2.1% 0.8% 2.3% 0.0%

1.8% 1.2% 2.3% 7.6% 0.1% 1.8% 1.3% 0.3% 1.6% 0.0%

10.6% 1.7% 6.5% 13.5% 2.1% 5.4% 13.9% 1.4% 11.9% 1.6%

4.1% 0.7% 2.7% 5.0% 0.9% 3.1% 2.4% 0.8% 2.3% 1.2%

4.3% 1.8% 3.5% 9.3% 1.1% 10.3% 7.7% 0.8% 8.9% 0.1%

2.1% 1.8% 2.2% 7.5% 0.3% 5.9% 1.3% 0.6% 1.7% 0.4%

0.7% 0.7% 1.3% 3.8% 0.1% 3.8% 0.5% 0.2% 0.8% 0.1%

2.9% 2.5% 9.0% 13.8% 0.3% 13.0% 1.7% 0.6% 2.6% 0.3%

Charity

AIA

CCIA

CBM

HF

LDH

TCCNSW

ACF

A4UNHCR

WWF

SCOPE

CHW

BENSOC

TCCACT

BHF

PLAN

WIRES

RK

CMRI

WM

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CHW BENSOC TCCACT BHF PLAN WIRES RK CMRI WM

0.7% 0.3% 0.2% 1.3% 1.7% 0.3% 0.1% 0.3% 1.8%

1.8% 0.4% 0.2% 0.4% 0.6% 0.3% 0.2% 0.7% 3.1%

1.0% 0.3% 0.2% 0.6% 0.9% 0.2% 0.1% 0.4% 4.3%

1.0% 0.3% 0.2% 0.4% 0.4% 0.1% 0.1% 0.4% 1.8%

0.1% 0.0% 0.0% 0.7% 1.0% 0.2% 0.0% 0.2% 0.6%

2.0% 0.4% 0.1% 0.2% 0.5% 0.3% 0.1% 0.7% 3.0%

0.6% 0.3% 0.2% 2.3% 1.3% 0.7% 0.1% 0.3% 1.4%

1.2% 0.4% 0.2% 1.0% 1.8% 0.3% 0.2% 0.4% 2.1%

0.7% 0.2% 0.2% 1.7% 1.1% 0.7% 0.1% 0.4% 1.9%

0.1% 0.0% 0.0% 0.4% 1.1% 0.0% 0.0% 0.1% 0.4%

0.0% 0.7% 0.1% 0.3% 0.5% 0.3% 0.2% 1.1% 3.1%

4.0% 0.0% 0.1% 0.7% 0.6% 0.6% 0.5% 1.3% 6.3%

0.5% 0.1% 0.0% 0.6% 0.7% 0.0% 0.0% 0.5% 1.0%

1.3% 0.5% 0.5% 0.0% 1.8% 1.3% 0.2% 0.5% 2.8%

0.6% 0.1% 0.1% 0.5% 0.0% 0.1% 0.1% 0.2% 1.0%

4.7% 0.8% 0.0% 2.2% 0.8% 0.0% 0.2% 1.3% 4.2%

2.1% 1.0% 0.1% 0.5% 0.6% 0.3% 0.0% 0.9% 1.9%

1.3% 0.3% 0.1% 0.1% 0.2% 0.2% 0.1% 0.0% 1.2%

2.8% 1.0% 0.2% 0.5% 0.7% 0.5% 0.2% 0.9% 0.0%

Charity

AIA

CCIA

CBM

HF

LDH

TCCNSW

ACF

A4UNHCR

WWF

SCOPE

CHW

BENSOC

TCCACT

BHF

PLAN

WIRES

RK

CMRI

WM

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% of chart which resembles % of chart which resembles PacPac--ManMan

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1. More data: Benchmarking3.3.3.3. Interpreting the informationInterpreting the informationInterpreting the informationInterpreting the information4. Mystery shopping5. Your next steps

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Collaborative improvements Collaborative improvements

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Three things you can do to improve Three things you can do to improve your growthyour growth

Personalise

- What is my pet name?

- Use surveys to get info

Legacies

- Do not put it off; invest now

- Ask!

Innovate

- Test (always test) new ideas

- But be careful of distractions...

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CrossCross--sellsell

• Multi-touch point = better donor

• Improves relationship

UpgradeUpgrade

• Phone most effective

• Auto-upgrade

More More commscomms

• Email, mail, phone – frequent is good

• Mix asks and updates

Three things you can do to improve Three things you can do to improve your gross inc per donoryour gross inc per donor

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AskAsk

• Direct ask much better (confirms)

• Focus on residuary

SurveySurvey

• Much more effective than solus mailing

• Provides leads & personal triggers

PersonalisePersonalise

• Keep in appeal pool

• Recognise bequest

Three things you can do to improve Three things you can do to improve your legacy incomeyour legacy income

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TrainerTrainer



ACTION!ACTION!

?

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1. More data: Benchmarking3. Interpreting the information4.4.4.4. Mystery shoppingMystery shoppingMystery shoppingMystery shopping5. Your next steps

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The Mystery Shopping ProjectThe Mystery Shopping Project

First conducted in 2005

Wanted to do formal evaluation

Benchmarking across sector

Essential for measuring improvement

Rolled out in 2007

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Survey MethodologySurvey Methodology

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Australian, NZ and HKCharities surveyed


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Contact details sourced


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Conducted in late 2007

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Responses were analysed

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We approached each charity with the aim of setting up a monthly Regular Gift via credit card or direct debit, using:

1. REGULAR GIVING1. REGULAR GIVINGPhonePhone

MailMail

EmailEmail

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We approached each charity with the aim of finding out about leaving a legacy using:

2. LEGACY ENQUIRY2. LEGACY ENQUIRY

MailMail

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$0

$20,000,000

$40,000,000

$60,000,000

$80,000,000

$100,000,000

$120,000,000

$140,000,000

$160,000,000

$180,000,000

$200,000,000

1996/97 1997/98 1998/99 1999/00 2000/01 2001/02 2002/03 2003/04 2004/05 2005/06 2006/07

Bequest Com m unity D irect Mail Event In M em oriam Internet Lottery M em bership M erchandise Other RG C hild Sponsorship F2F

RG and Legacy areas of growthRG and Legacy areas of growth

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Making a regular giftMaking a regular gift

KEY AREAS EXPLOREDKEY AREAS EXPLORED

� Acknowledgement of interest in charity

� Thanking for offer of donation

� Promotion of regular giving

� What charity does/current campaigns

� Efficiency of regular gift set

DONOR EXPECTATIONSDONOR EXPECTATIONS

� Fast, efficient and friendly response

� Donor being thanked for offer

� Clarification of donors interest

� Promoting long - term relationships

� Promotion of charity’s services or campaigns

� Ability to set up a regular gift over the desired medium

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International ComparisonsInternational Comparisons

Thanked for offer of regular gift:Thanked for offer of regular gift:

44%44%44%44%44%44%44%44%

AustAust20072007

60%60%60%60%60%60%60%60%

AustAust20052005

87%87%87%87%87%87%87%87%

New ZealandNew Zealand

70%70%70%70%70%70%70%70%

UKUK

52%52%52%52%52%52%52%52%

Hong KongHong Kong

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International ComparisonsInternational Comparisons

Amount of regular gifts successfully Amount of regular gifts successfully set up:set up:

70%70%70%70%70%70%70%70%

AustAust20072007

79%79%79%79%79%79%79%79%

AustAust20052005

67%67%67%67%67%67%67%67%

New ZealandNew Zealand

65%65%65%65%65%65%65%65%

UKUK

51%51%51%51%51%51%51%51%

Hong KongHong Kong

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Observations Observations –– Making a Regular GiftMaking a Regular Gift

Charities not getting the basics right

Lack of thanking, not responding, not setting up gifts

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Low level of RG promotion


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Low level of RG promotion

Most charities, but not all, able to set up RG on the phone


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Inconsistency in messaging and service delivery via medium


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Inconsistency in messaging and service delivery via medium

Ability to set up over phone increased yet total number of gifts set up actually decreased from last time


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Legacy EnquiryLegacy Enquiry

KEY AREAS EXPLOREDKEY AREAS EXPLORED

� Response time and number of transfers required to reach individual (by phone)

� Acknowledgement of interest in charity

� Response time for information sent via email/mail

� Value of information provided over all mediums

� Effort made to secure donor after discussion or receipt of info

DONOR EXPECTATIONSDONOR EXPECTATIONS

� Fast, efficient and friendly response

� Donor being thanked for offer

� Clear, concise information

� Promotion of charity’s services or campaigns

� Promotion of residuary bequests

� Development of donor/charity relationship

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0 - 5 days38%

6 to 1014%

11 + days24%

No response24%

0 - 5 days 6 to 10 11 + days No response

Response Time Response Time ––Legacy by mailLegacy by mail

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Did charities thank donor?Did charities thank donor?

0102030405060708090

100

Mail

% Charities Thanking

No

Yes

Based on the number of charities that responded by each medium, the % of charities that thanked for the offer of a legacy are:

Phone: N/A%

Mail: 88%

Email: N/A%

Overall: 88%

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Legacy PacesettersLegacy Pacesetters

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ComparisonsComparisons

Thanked for offer of legacy:Thanked for offer of legacy:

50%50%50%50%50%50%50%50% 87%87%87%87%87%87%87%87% 56%56%56%56%56%56%56%56%

AustraliaAustralia Hong KongHong Kong New ZealandNew Zealand

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Observations Observations –– Legacy Enquiry Legacy Enquiry

Lack of understanding from the sector on the importance of residuary legacies

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Thanking donors for their offer to leave a gift was low, we were only thanked half the time

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Thanking donors for their offer to leave a gift was low, we were only thanked half the time

Charities not equipped to deal with donors about legacies via email

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1. More data: Benchmarking3. Interpreting the information4. Mystery shopping5.5.5.5. Your next stepsYour next stepsYour next stepsYour next steps

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TrainerTrainer



ACTION!ACTION!

?

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Mystery Shop NOWMystery Shop NOW

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Useful links

www.paretofundraising.com

www.seantriner.blogspot.com

[email protected]

www.slideshare.net

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THANK YOU! THANK YOU!

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The Pareto Group exists to make the world a better place, by expanding the not-for-profit sector's capacity worldwide to ensure as many beneficiaries are helped as possible.

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sean triner benchmarking india 2008

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