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7/13/2016
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Andrew Wiley, World Wildlife Fund
Jeff Muller, World Wildlife Fund
Adva Priso, Anne Lewis Strategies, LLC
Case Study: How WWF Busted Silos to Create an Effective
Mid-Level Donor Experience
What is a Mid-Level Donor Program?
Member
Mid-Level
Major
Donor Engagement Continuum
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The Mid-Level Donor Conundrum
• Where should it live?
• How to get institutional buy-in to invest?
1. Why organizational collaboration is essential to success.
2. How to create a balanced communications plan that delivers the right messages, in the right tone, at the right time.
3. Why incorporating donor feedback generates more than good will.
What You Will Learn
#Bridge16
A Show of Hands
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WWF Case Study: Historical Perspective
Mid-Level Donors at WWF: Partners in Conservation
• Annual donors of $1,000 or more
• Must give a single $1,000 gift or make $100/month commitment to join
• WWF has ~4,200 Partners in Conservation out of 1 million members
• 0.4% of membership = 10% of revenue
• Room to grow!
© Bernard De Wetter / WWF-Canon
Is It Worth the Effort? YES!
INCREASED! New Partners; Overall Revenue; Donor retention
• Acquire: 46% more new Partners
• Grow: 17% more revenue and 25% higher average gift; 83% more online revenue
• Retain: 10% increase in # of Partners retained
PIPELINE! Donors are upgrading higher and faster
• Since repositioning the program in 2012, donors who gave between $1,000 and $9,999 from FY07-FY10 are:
At least 20% more likely to upgrade to $10K+, and
Twice as likely to upgrade to $25K+
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Creating the Foundation for Success in 3 steps:
1. Design cross-department shared goals
2. (Re) structure staffing to meet the need
3. Listen to your donors
GOAL: To better understand and leverage growth opportunities contained within the vast pool of current World Wildlife Fund supporters,
in their own words.
WWF Partners in Conservation Audience Research Project
Objectives
• Develop a better understanding of what inspires those who become Partners in Conservation (case for support)
• Identify and explore motivation behind decision to give at this level (value proposition)
• Investigate perceptions, beliefs, attitudes, needs, behaviors, demographics, psychographics, and other factors that influence support of WWF (knowledge base)
• Determine optimal new target audiences for Partners program (growth)
© Michel Gunther / WWF-Canon
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Outcomes
1. Partners in Conservation“I expect a group at this level to have a name, even if I can’t be a part of it”
2. New Business Opportunity“Don’t mail me too much – reflect my giving behavior”
3. Benefits vs. Premiums“I am more fulfilled through intrinsic benefits, less stuff”
4. Engagement“Let me be a part of something – I want to be with people like me”
What We Learned
WWF
supporter
feedback
Great org reputation; highly regarded
Low awareness of Partners program
Want to feel more personal connection to the organization
ACCESS
Want more engagement with others
COMMUNITY
Want to make a difference
IMPACT
© Michel Roggo / WWF-Canon
Partners in Conservation is a
community of committed people joining
forces to create a brighter future for
wildlife, people and the planet. By
pooling your contributions with those of
other Partners, you ensure a greater
impact as WWF fights to protect the
species—and the habitats—we all care
about.
With either an annual gift of $1,000+,
or monthly commitment of $100+, you
share a closer relationship with WWF
and make a greater impact in
protecting threatened wildlife,
exceptional places and diverse
communities worldwide.
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The Communications Plan
The Editorial Plan
Direct Mail Renewals
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Direct Mail Appeals
Digital Renewals
Digital Appeals
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Direct Mail Invitations
Tested Matching Gift offer
Digital Acquisition
Unprecedented Online Growth
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Busting Silos
© naturepl.com / Edwin Geisbers / WWF-Canon
Stewardship
Creating Annual Loyalty
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A Message from Andrew Wiley
Greetings from Washington, DC! I hope your new year is off to a promising start. In this issue of The Partner you can read about how your support is making a difference in Asia and Africa. In Nepal it’s helping to reduce deforestation in prime tiger habitat as part of an innovative biogas cookstove program, and in Namibia it is being leveraged with support from Google to innovate new uses for technology to protect rhinos and elephants. Your continuing commitment to conservation really is making a difference for wildlife, people and the planet thank you!
You should have recently received your official invitation to the inaugural WWF Partners Symposium. This two-day event on March 20-21 is already generating quite a buzz, so please visit www.PartnersSymposium.org to view the most up-to-date information and join the growing number of Partners who have already registered. There is also more about the symposium below.
As always, if you have any feedback for us—about The Partner, our conservation work, or your support of WWF—I would love to hear from you.
Thank you for your ongoing commitment to WWF as our Partner in Conservation. I hope to see you at the 2014 Partners Symposium in March!
The Partner e-newsletter
World Wildlife magazine
Regional Events
Webinars/Conference calls
Partner Experience
PartnersSymposium
Annual report
The Partner E-Newsletter
Webinars/Conference calls
Online Stewardship
Special Content
What’s Next?
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1. Organizational collaboration is essential to success.
2. Create a balanced communications plan that delivers the right messages, in the right tone, at the right time.
3. Incorporate donor feedback and generate more than good will.
Questions?
In Closing...
Thank you!
Don’t forget to visit the
Solutions Showcase! Many of the ideas discussed today are on display at the
Solutions Showcase!
Andrew Wiley [email protected] andrewcwileyJeff Muller [email protected] jeff-muller-4799aa5Adva Priso [email protected] advapriso