speed dating the co-ops
DESCRIPTION
At the 2014 Nonprofit New York Conference, leaders from Epsilon, WilandDirect,blackbaud, iBehavior, donorBase, Apogee and Paradysz led a panel to offer their insights on how Nonprofits should navigate the tricky terrain toward picking a Cooperative Database.TRANSCRIPT
Speed Dating The Coops
JOHN ERNST
More Choices Today Than Ever!
The 3 year period between 2010
and 2012 saw a major spike in names mailed
2014 est
2013
30%
28%
70%
72%
% of Mailed Names
Co-ops Individual Lists
Projection for 2014 is pushing
nearly 1 in 3 names mailed
BRENT ESKEW
Phil Wiland – An Innovator
The Wiland Direct Cooperative Database: A History of Innovation
Phil Wiland, Founder & CEO: A leader in direct marketing for nearly 40 years. His accomplishments include:
– Built first merge/purge system utilizing artificial intelligence and developed first carrier route coding software; compiled a national carrier route directory before the USPS (or anyone else)
– Created one of the first transactional databases for fundraisers in the 1970s– Built a successful consumer merchandise company with 6 distinct brands and a
customer file of over 10 million buyers– With Wiland Direct, has built the nation’s most comprehensive cooperative database– Winner of the DMA’s Industry Innovation Award, given annually to one individual whose
products or services have revolutionized the list and data industry
Comprehensive view of transactional behaviorWiland Overview
Fundraiser’s View
– Sally responded to a direct mail appeal from the organization (an animal welfare charity) 3 months ago, donating $50
– She sent a $50 gift 15 months ago– Sally has given a total of $315 to the organization– All of Sally’s gifts were sent via mail – She is 42, with an estimated household income of
$65K-$75K
The Wiland Direct Database: Comprehensive View
Wiland Direct View
– Sally has made 14 donations in the past 12 months, including six to animal welfare causes
– She has given $1,380 to charities in the past year– 45% of her donations were made via the web, 40%
were mailed, and 15% were made over the phone– Sally has 35 purchase transactions from 17
multichannel retailers—including two pet supply companies—in the last year
– She spent an average of $95 per transaction in the last 12 months, an increase of 15% vs. last year
– Her spending on pet supplies has accelerated rapidly in the last six months
– Sally subscribes to two pet magazines, one news magazine, and one outdoor recreation publication
Wiland Overview
Affordably acquire new donors
Reactivate lapsed donors
Identify the best donors to make major gifts…and the appropriate ask amount
Upgrade existing donors to maximize contributions
Convert “warm leads” (inquirers, petition signers, etc.) into donors
Identify the most likely activists, volunteers, or event attendees.
Wiland Direct Helps Fundraisers and Nonprofit Organizations to:
The Wiland Advantage
Thank youPhil Wiland
CEO & Chairman
Brent EskewEVP
303-485-8686 ext 1
970-581-2341
John SpencerSVP, Nonprofit
970-310-6387
RICHARD BECKER
Longest standing non-profit coop, started in 1997 (14 years old)
1,000+ non-profit participants
2.6 billion individual gift transactions
Gift transaction information for 110 million U.S. households
Target Analytics’ Coop uses:– Acquisition Lists– House File Modeling / Segmentation– Peer Benchmarking & Fundraising Performance Management Reporting– Industry Analysis (National Fundraising Index)
Target AnalyticsNon-Profit Industry’s Largest Cooperative DB
Average “Active Donor” Donation = $36 (with gifts capped at $500)
Average “Active Donor” Lifetime Giving = 8 Organizations
Average “Active Donor” Previous 24 Month Giving = 2 Organizations
Average % of File with “Unique Donors” All Coop Participants = 5%
Average # of times annually an “Active Donor” is mailed out of Coop = 5
Target AnalyticsCoop Statistics and Figures
BRUCE HAMMER
100% NonprofitDonorBase is a Cooperative Database devoted exclusively to Nonprofits and Fundraisers.
Humanitarian Health Environm
ental
Animal Wildlife Advocacy
International Relief
Education
Political (Both sides)
Religious Arts
100% Nonprofit– recency, frequency, dollar
Enhanced with several nationally compiled databases
304+ Participants
60 Million Unique Donors
495 Million Donation Transactions
Over $20 billion in Gifts
Data
Response Models
Merge Optimization
Ask String Optimization
High GiftHigh Value
Multi-Donor
SustainerWarm
ProspectOn-Line Activist
Lapsed Reactivation
TM Models
Balance Models
Modeling ApproachEvery model built to specific client goals
Flexibility– No commitment/no minimums– Simple agreement– Allows net Names and volume discounts– 2 week model turnaround– 48 hour order turnaround test/pricing incentives
Security– Commercial mailers not allowed– We are a blind co-op– We do not resell our data to 3rd parties– Unique donors not used– Must participate to get names out
What differentiates DonorBase?
Here is what our clients say…
What Our Clients Say
“Your focus on providing products for (and using data from) nonprofit organizations. I trust that whatever you develop will be relevant to my clients.”
“You are not a gigantic multi-national corporation, and for this, I am grateful. I never feel like I have to put in a “ticket” for a product and then wonder who will be contacting me, and when. DonorBase provides personal, super-quick service.”
“I like recommending DonorBase because it’s a purely fundraising co-operative, and clients are more attracted to that than co-ops that also include commercial members.”
What Our Clients Say
“Bruce Hammer is very handsome.”
“DonorBase leads the industry with their ability and willingness to provide customized solutions that help solve clients’ unique challenges.”
“I love that you guys refuse to lead with a “one-size-fits-all” approach and look to partner with brokers and clients to help find solutions that allow everyone to benefit.”
“Your idea to pool owed exchanges and then optimize through DonorBase is great. That also reminds me that we want to explore that for _______ also. I’ll remind Sara.”
What Our Clients Say
“I always note that you guys are easy to work with on contracts (I am blunt with clients that not all co-ops are that agreeable), and your customer service is fantastic!”
“You definitely don’t “stink” – I can say that… it’s always a pleasure working with you and your team!”
“You engage directly with the agency and clients – not just the broker and are really determined to find a model that works for us.”
What Our Clients Say
“ In addition to your list performing well for our clients, what makes you different in my mind is that you are devoted wholly to nonprofits - your names are all donors to nonprofit organizations. (Because all names are proven/qualified nonprofit DM responsive.) Whereas other co-op databases are also made up of retail and catalog merchants, DonorBase leads are ALL nonprofit direct mail donors. This is especially valuable for the nonprofit fundraising sector.”
TIM MOONEY
Improving marketing performance since 1999
Predicting consumer behavior with proprietary models
Offices in Colorado, New York, London, Sao Paulo
Who?US Cooperative Database:
– 2,750+ Data-Contributing Merchants
– 190 Million Individuals
– 72 Million Business Contacts
– Over 12 Billion SKU-level Transactions
– $465+ Billion Online, Offline Purchases
UK Cooperative Database:– 130+ Merchants and Brands
– 33 Million Individuals
BR Database:– 150+ Merchants and Brands
– 80 Million Individuals
Channels:– Online
– Postal
– Social
– Mobile
Markets:– US
– UK
– Brazil
Verticals:– Nonprofits
– Publishing
– Catalog & Retail
– Continuity Club
– Financial Services
– Solo
Moved to Portland from California in August, 2011
Donated $150 to Environmental
Cause on March 18, 2013
Megan Hattersley2241 Seaport Dr.
Portland, OR 97202
503-555-1234
Pet cat. Spent $120 on cat products in
2012
Participates in monthly wine club. Orders Selections
Online.
Spent $2,000 on home furnishings using Amex card
within past 6 months
Donated $750 to
Nonprofit organization
s during 2012
Travel Magazine
subscriber since 2008.
Spent $300 on Global
Items in 2011
Email: mhatter@
comcast.netHHI: $100K
Donated $75 to Environmental
Cause onNov. 2, 2013
Richer View of Donor Behavior
Strong Performance across all categories
Tremendous Growth over 3 Years
90%+ Continuation Rate
80 million donors
$59 average gift
Coverage in Nonprofit Categories– Animal Welfare
– Environment
– Human Services
– Religious
– Arts & Culture
– Health
– International Relief
– Societal Benefit
Custom Donor Models– New Donor Acquisition
– Lapsed Donor Reactivation
– Sustainer & Planned Giving
Nonprofit Database Includes:
Digital Display
Facebook Display
Twitter Targeting
Acquisition Email
Mobile Targeting
Solutions Beyond Direct Mail
Reach customers and prospects through alternate channels to expand your marketing reach
Enhance your data for improved targeting
Monetize your data by connecting with leading data platform partners and generate new revenue opportunities
Zipline Data Management Platform
Thank youTim Mooney
VP, Nonprofit & Publishing
Kim UpshawBusiness Development [email protected]
303-228-5031
914-798-7772
MATTHEW FRATTURA
Since Aug.‘12 launch, participation has increased by more than 700%
Comprised of demographic, behavioral, and transactional data on
120mm households, including more than 1BB donations and 1BB
commercial purchases
Your Foundation for Fundraising
Apogee, The Infogroup Cooperative Database
Not just “another list source”; Apogee is a diverse marketing tool providing multiple fundraising solutions:
– Merge Advantage
– Reactivation & Conversion
– Donor Upgrading
– SurRound
– Acquisition Prospects
Your Foundation for Fundraising
Apogee, The Infogroup Cooperative Database
Lower cost and improve response rates by cutting prospects unlikely to perform.
Identify high value prospects likely to make generous donations.
Match audience to appropriate track.
MergeAdvantageImprove your overall performance
Identify prospects and donors ripe for enhanced treatment.
Upgrade existing donors to mid donor, major donor, and planning giving status.
Grow streams of steady revenue by converting donors to sustainers.
Donor UpgradingRealizing your donors’ full potential
Utilize Apogee data to contact prospects and donors multiple times within a campaign through multiple channels.
SurRound UpgradingTrue multi-channel marketing
Tap into Apogee’s massive universe to access prospects ideal for your program.
Expand into new markets through commercial list optimization
AcquisitionIncrease your prospect pool
Challenge– Member sought to decrease acquisition costs and improve overall
performance.
– Member’s acquisition marketing strategy emphasizes average gift and subsequent LTV.
Solution– Infogroup developed Apogee MergeAdvantage model intended to
maximize performance via a blend of strong average gift and response
MergeAdvantageCase Study
The ‘prospects’ in the model’s bottom four scores (17-20, shown in red) proved to be extremely unproductive.
Suppressing those names results in:– 13% improvement in response rate– 16% improvement in total cost– 2% improvement in avg gift– 53% improvement in net revenue– 51% improvement in P&L/Dnr– Only 246, or 5%, fewer donors acquired
MergeAdvantageModel Results
ROB REGER
It’s not about big data—it’s about the right data.We go beyond combining masses of data from multiple sources. We help you understand what data will provide the most relevant insights about your donors.
How Epsilon integrates cooperative data
America’s best performing andoriginal transactional cooperative
2,000participants
4.8Bb2btransactions
1.4B0–12 monthtransactions
8.6Bb2c transactions
North America’s largest in-depth customer survey database
35M+householdresponses
4Mopted-in email addresses
28MU.S. & Canadianconsumers
1,000preferences
The most comprehensive datasource for unprecedented insight
120Mhouseholds
200Mindividuals
1,000variables
demographiclifestylefinancialtriggermarket indicatormarket trend
Finding the 360-degree donor view
The Abacus CooperativeEpsilon’s Abacus Cooperative™ combines the power of sharing data with proprietary modeling techniques to help you improve profitability and gain active donors.
Dive deeper into
donor behavior with our data & our advanced modeling and analytical know-how
Reach
new donorswho are more likely to respond to your offers
Learn moreabout your donors
and build stronger relationships with them
Discovernew marketing opportunities
for greater growth
Boostyour ROI
and justify your marketing spend
Epsilon is your single source for marketing solutions
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