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© 2011 Convio, Inc. 1
All Roads (Should) Lead to Sustainers
presented by
David Glass, World Wildlife Fund
Sally Heaven, Convio
2© 2011 Convio, Inc.
Agenda
• Introduction• The Sustainer Landscape• Case Study: World Wildlife Fund• Who to Ask? When?• Tips
3
Introductions
Who are we?
© 2011 Convio, Inc.
Sally Heaven, Convio David Glass, World Wildlife Fund
4
Introductions
Who are YOU?
© 2011 Convio, Inc.
© 2011 Convio, Inc. 5
THE SUSTAINER LANDSCAPE
6© 2011 Convio, Inc.
It’s a Jungle Out There
• Acquisition is tough and getting tougher• Renewals and lifetime value are flat• Direct mail is a mature channel• Donor loyalty is on the decline
…are you depressed yet?
Sources: Fundraising down from 2007 – Giving USA 2011, The Center for Philanthropy at Indiana University, 2011 and Target Analytics Donor Centrics Index of National Fundraising Performance: 2011 First Calendar Quarter Results
7© 2011 Convio, Inc.
Sources: Convio’s Generational Giving study, 2010 and 2009 Washington Nonprofits Conference
The Good News
• Sustainers have:– Greater Lifetime Value (LTV)– Greater Loyalty– Revenue you can forecast and count on– Are more likely to make a planned gift– Gen Xers are twice as likely to make a
sustaining gift
8© 2011 Convio, Inc.
I’m Huge in Europe
• In Europe, sustaining giving is the default– Most donors give via EFT/ACH– One-time giving is not always even an
option– Can we bring this spirit to U.S. nonprofits
and donors?– Canada’s already on its way…
9© 2011 Convio, Inc.
Why So Valuable
• A subscription model• A lifetime donor• A lifestyle choice
– Convenient, easy, self-managed
• A sustainable choice– Fewer resources, no postage
10© 2011 Convio, Inc.
Why So Valuable
• 1-2% of your members as sustainers can drive 5-10% of annual revenue, with minimal ongoing expenses
Example:- 500,000 members- $25,000,000 revenue- 10,000 sustainers @ $15/mo
= $1.8 million = 7.2% of total revenue
© 2011 Convio, Inc. 11
WORLD WILDLIFE FUNDCASE STUDY: HOMEPAGE SUSTAINER ASK
12© 2011 Convio, Inc.
WWF Case Study
• David, if sustainers are so important, then why don’t you make your main donation page a sustaining ask?
• Okay, we did!– But first we tested it.
13© 2011 Convio, Inc.
14© 2011 Convio, Inc.
Control Page – 50%
15© 2011 Convio, Inc.
Test Page – 50%
16© 2011 Convio, Inc.
Test Goal & Details
GOAL: can we increase sustainers without harming one-time gifts?
DETAILS: A/B split from Donate Tab
50% to one-time / 50% to sustaining
- similar look and feel
- but some differences to help minimize accidental gifts
17© 2011 Convio, Inc.
Test ResultsForm Donors Revenue Donor
ChangeTotal Conversion Rate
CONTROL - one-time
361
6.6%CONTROL - link to monthly
65
TEST - link to one-time
307 -10% -15%
6.5%TEST - monthly
141 +191% 117%
18© 2011 Convio, Inc.
Test Results
• If the value of a sustainer is 3 times more…• The test form:
– Lost 50 one-time donors– But gained 76 from sustainers
• Total Return is >3x higher!
© 2011 Convio, Inc. 19
WHO TO ASK? WHEN?
20© 2011 Convio, Inc.
Who to Ask? When?
• What do you want your donors to do?– Join a select group?– Give to a special campaign?
• Surefire way to Not Get Sustainers• Beware the Downgrade
21© 2011 Convio, Inc.
Who to Ask? When?
• High Asks…and Higher Asks• When to upgrade?
© 2011 Convio, Inc. 22
TIPS
© 2011 Convio, Inc. 23
Sustainer Programs
• Premiums can boost participation• Branded programs help donors feel like a
part of something
24
Don’t Leave Money on the Table
• Convio Luminate Online™ feature that enables “card recycling”– Allows you to retry failed cards– Allows you to process expired cards– Who uses it?– Contact Convio Client Care
© 2011 Convio, Inc.
25© 2011 Convio, Inc.
Where to Begin?
A Plan of ActionCalculate your average gift for last year
Use Google Website Optimizer to test 3 donation forms
Form 1 pre-selects as minimum the average gift
Form 2 pre-selects a HIGHER amount
Form 3 pre-selects a LOWER amount
Analyze your results!
© 2011 Convio, Inc. 26
Wrap-Up
• David Glass– [email protected]
• Sally Heaven– [email protected]
• Evaluate us! Session code 1105