KRMA donorCentrics Review FY 2010 Carol Rhine & David Preston January 2011

KRMAdonorCentrics ReviewFY 2010

Carol Rhine & David PrestonJanuary 2011

Carol Rhine | Page #2 © 2011 Blackbaud

donorCentrics Collaborative Benchmarking Service

Overview of FY10 donorCentrics report

• Overall Revenue & Donor • File Size• File Building• Renewals• Major Gifts• Mid-Level Giving

Techniques• Mail• Pledge• Web• Telemarketing• Sustained Giving

Agenda



FY 2010 Overall

FY10 FY09 FY08 FY07 FY06% Change

09-10% Change

08-09% Change

06-10

A. Summary of Gifts and Revenue from Contributors

A.1 Total Membership Giving including Gifts of $1000 or more

1 Revenue $5,351,782 $5,645,742 $5,728,870 $5,763,464 $5,512,294 -5.2% -1.5% -2.9%

2 Number of contributors 50,673 56,026 58,231 57,980 58,524 -9.6% -3.8% -13.4%

3 Number of gifts 68,553 77,786 81,014 79,262 78,172 -11.9% -4.0% -12.3%

4 Revenue per donor $105.61 $100.77 $98.38 $99.40 $94.19 4.8% 2.4% 12.1%

5 Average individual gift $78.07 $72.58 $70.71 $72.71 $70.51 7.6% 2.6% 10.7%

6 Gifts per donor 1.35 1.39 1.39 1.37 1.34 -2.9% 0.0% 0.7%

A.2 Total Membership Giving excluding Gifts of $1000 or more

1 Revenue $4,832,279 $5,204,695 $5,279,727 $5,301,749 $5,162,296 -7.2% -1.4% -6.4%

2 Number of contributors 50,440 55,798 58,010 57,749 58,333 -9.6% -3.8% -13.5%

3 Number of gifts 68,242 77,493 80,742 78,935 77,917 -11.9% -4.0% -12.4%

4 Cumulative giving per donor $95.80 $93.28 $91.01 $91.81 $88.50 2.7% 2.5% 8.2%

5 Average individual gift $70.81 $67.16 $65.39 $67.17 $66.25 5.4% 2.7% 6.9%



Total down $293,959

· New gifts down $123,915· Renewal down $151,113· Rejoin down $61,622· Additional gift up $42,692

· Telemarketing down $130,990· Pledge revenue down $94,913· Web down $12,972· Mail down $73,134

Overall Revenue Changes KRMA



Total donors down 5,353 -9.6%

Gifts total down 9,233 -11.9%· New down 1,276· Renew down 5,170· Rejoin down 987· Additional down 1,800

Gifts· Telemarketing down 3,849· Pledge up 481· Web up 290· Mail down 6,257

Key Performance Indicators KRMA



Donors and Revenue Television

46,000

48,000

50,000

52,000

54,000

56,000

58,000

60,000

FY06 FY07 FY08 FY09 FY10

$5,100,000

$5,200,000

$5,300,000

$5,400,000

$5,500,000

$5,600,000

$5,700,000

$5,800,000

Donors Revenue

In addition to donors and revenue, the table below summarizes KRMA trends for key performance measures such as total number of gifts, revenue per gift, gifts per donor, and revenue per donor.

%Change

FY06 FY07 FY08 FY09 FY10 09-10

Donors 58,524 57,980 58,231 56,026 50,673 -9.6%

Revenue $5,512,294 $5,763,464 $5,728,870 $5,645,742 $5,351,782 -5.2%

Number of Gifts 78,172 79,262 81,014 77,786 68,553 -11.9%

Revenue per Gift $70.51 $72.71 $70.71 $72.58 $78.07 7.6%

Gifts per Donor 1.34 1.37 1.39 1.39 1.35 -2.9%

Revenue per Donor $94.19 $99.40 $98.38 $100.77 $105.61 4.8%



Viewing Information Television %Change FY06 FY07 FY08 FY09 FY10 09-10

# Viewing Households 599,000 630,000 687,000 474,000 570,000 20.3%

Donors 58,524 57,980 58,231 56,026 50,673 -9.6%

Donor % of Viewing Households 9.8% 9.2% 8.5% 11.8% 8.9% -24.8%

Revenue per Viewing Household $9.20 $9.15 $8.34 $11.91 $9.39 -21.2% * Viewing information not available if a station has not submitted viewing data to Target through the Development Techniques survey.

Revenue per viewing household gauges how well KRMA uses all revenue sources – mail, pledge, telemarketing, web, other – to acquire, renew, upgrade, reactivate, and win additional gifts from the available audience. The following chart illustrates the correlation trend between audience and revenue during the past five years.

9.8%9.2%

8.5%

11.8%

8.9%$9.20 $9.15$8.34

$11.91

$9.39

0%

5%

10%

15%


$0

$5

$10

$15

Donor % of Viewing Households Revenue per Viewing Household



Donors & Revenue by Dollar Category Television

Number of Donors by Cumulative Giving Levels

16,579 15,889 15,780 15,244 12,602

8,603 8,111 8,977 8,1866,767

15,658 15,326 14,936 14,446

13,181

12,714 13,683 13,96213,742

14,123

4,706 4,642 4,2714,093

3,675

264 329 305315

325

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000


$1000+

$250-999

$100-249

$50-99

$35-49

$1-34

Revenue by Cumulative Giving Levels

$388,578 $370,800 $362,046 $346,212 $277,848

$340,710 $321,796 $356,697 $324,859 $268,746

$1,061,426 $1,021,779 $986,389 $962,866$862,618

$1,762,025 $1,920,270 $1,945,618 $1,990,063$2,020,349

$1,571,650 $1,601,521 $1,555,761 $1,517,291$1,321,742

$387,905 $527,298 $522,359 $504,452$600,480

$0

$1,000,000

$2,000,000

$3,000,000

$4,000,000

$5,000,000

$6,000,000

$7,000,000


$1000+

$250-999

$100-249

$50-99

$35-49

$1-34

32,000+ donors giving less than

$100

Most revenue is from those giving more than$100



Donors by Gift Type Television

FY06 FY07 FY08 FY09 FY10 09-10

%Change 06-10

%Change

Renew 33,647 33,858 34,287 33,991 29,250 -13.9% -13.1%

Rejoin 11,818 11,312 11,740 11,396 10,409 -8.7% -11.9%

New 11,156 10,732 9,957 8,754 7,478 -14.6% -33.0%

Additional 15,576 16,599 17,751 16,778 14,867 -11.4% -4.6%

Total 72,197 72,501 73,735 70,919 62,004 -12.6% -14.1%

33,647 33,858 34,287 33,99129,250

11,312 11,740 11,39610,409

11,156 10,732 9,957 8,754

7,478

15,576 16,599 17,75116,778

14,867

11,818

-

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000


Add

New

Rejoin

Renew



File Building Television

E.5 New GiftsFY10 FY09 FY08 FY07 FY06

% Change 09-10

1 Mail 1,697 2,878 4,043 4,151 4,530 -41.0%

2 Telemarketing 32 108 12 8 -100.0%

3 On-Air 4,589 4,542 4,519 5,330 5,358 1.0%

4 Web 833 982 949 890 951 -15.2%

5 Customer Service

6 Sustainer Giving 37 30 23.3%

7 Miscellaneous 322 290 338 349 309 11.0%

8 Total 7,478 8,754 9,957 10,732 11,156 -14.6%

E.7 Rejoin Gifts

1 Mail 6,125 6,897 6,917 7,218 7,303 -11.2%

2 Telemarketing 617 1,120 1,426 923 1,458 -44.9%

3 On-Air 2,496 2,278 2,403 2,352 2,311 9.6%

4 Web 659 512 498 386 341 28.7%

5 Customer Service


7 Miscellaneous 449 548 496 433 405 -18.1%

8 Total 10,409 11,396 11,740 11,312 11,818 -8.7%



Lapsed Donor Analysis Television

I.1 Last Gift Given 12-23 MonthsFY10 FY09 FY08 FY07 FY06

% Change 09-10

1 Number of donors 20,207 19,940 20,711 21,186 22,318 1.3%

2 Percentage of donors that rejoined 22.8% 25.3% 25.5% 24.3% 24.1% -9.9%

I.2 Last Gift Given 24-35 Months before Start of Fiscal Year

1 Number of donors 14,868 15,402 15,938 16,960 17,808 -3.5%



1 Number of donors 13,992 14,264 15,424 16,281 15,713 -1.9%



1 Number of donors 13,510 14,565 15,405 14,980 16,979 -7.2%



1 Number of donors 14,070 14,836 14,384 16,412 17,141 -5.2%


I.6 Last Gift Given 72 + Months before Start of Fiscal Year

1 Number of donors 216,101 202,949 190,565 177,637 162,133 6.5%




Gift Source Trends Television

FY06 FY07 FY08 FY09 FY10 09-10

%Change 06-10

%Change

Mail $2,592,436 $2,738,022 $2,762,511 $2,687,435 $2,614,301 -2.7% 0.8%

On-Air $1,902,585 $1,947,163 $1,820,952 $1,850,059 $1,755,146 -5.1% -7.7%

Telemarketing $298,209 $255,598 $310,743 $212,175 $81,185 -61.7% -72.8%

Web $284,311 $295,524 $368,073 $401,268 $388,713 -3.1% 36.7%

On-Air + Web Pledge $2,127,055 $2,170,324 $2,045,687 $2,091,872 $1,935,511 -7.5% -9.0%

Total $5,077,541 $5,236,306 $5,262,279 $5,150,937 $4,839,346 -6.0% -4.7%

$0

$1,000,000

$2,000,000

$3,000,000

$4,000,000

$5,000,000

$6,000,000

Mail On-Air Telemarketing Web On-Air + WebPledge

Total




Average Gift by Technique Television

FY06 FY07 FY08 FY09 FY10 09-10

%Change 06-10

%Change Mail $48.38 $50.47 $52.00 $50.80 $56.04 10.3% 15.8% Renewal Mail $57.49 $60.03 $62.42 $58.92 $65.06 10.4% 13.2% Acquisition Mail $31.48 $31.24 $30.89 $31.42 $32.89 4.7% 4.5% Additional Mail $37.89 $41.62 $41.02 $43.25 $45.32 4.8% 19.6%

On-Air $162.79 $161.60 $153.63 $160.18 $145.89 -8.9% -10.4% Telemarketing $44.58 $42.73 $38.35 $40.15 $56.58 40.9% 26.9% Web $125.63 $121.71 $118.47 $115.51 $103.27 -10.6% -17.8% On-Air + Web Pledge $162.31 $160.73 $154.40 $161.38 $145.26 -10.0% -10.5% Avg Individual Gift $70.51 $72.71 $70.71 $72.58 $78.07 7.6% 10.7%

$0

$20

$40

$60

$80

$100

$120

$140

$160

$180

Mail On-Air Telemarketing Web On-Air + WebPledge

Overall

FY06

FY07

FY08

FY09

FY10



Retention TelevisionRenewal Rates by Donor Type

0.0%

20.0%

40.0%

60.0%

80.0%

100.0%

FY06 59.3% 73.8% 31.2% 49.5% 14.4% 25.7%

FY07 59.6% 75.6% 27.2% 43.0% 16.1% 22.4%

FY08 61.2% 76.6% 30.2% 46.1% 17.8% 24.7%

FY09 60.7% 75.3% 30.7% 44.3% 18.4% 26.6%

FY10 58.1% 71.9% 28.1% 42.9% 16.2% 21.8%

Overall Multi-Year New New Mail New On-Air New Web

Multi-Year Renewal Rates by Prior Source

0.0%

20.0%

40.0%

60.0%

80.0%

100.0%

FY06 76.3% 55.6% 48.1% 38.5% 37.4% 55.3%

FY07 76.8% 62.0% 46.1% 46.1% 36.9% 55.1%

FY08 80.0% 56.7% 48.0% 44.8% 42.0% 64.1%

FY09 78.6% 56.4% 51.2% 41.1% 42.3% 60.4%

FY10 74.6% 44.4% 43.9% 30.4% 40.4% 60.6%

Renewal Mail Renewal TM Lapsed Mail Lapsed TM On-Air Web



Retention Television

Renewal Rates by Non-cumulative Gift Levels

The following chart summarizes renewal rates by gift levels. Note variations around membership levels, pledge premium levels, or levels associated with mid-level or sustainer programs.

0%

20%

40%

60%

80%

FY06 59.5% 56.4% 70.0% 71.2% 72.3% 63.6% 52.0% 26.8% 60.0%

FY07 59.5% 55.9% 70.9% 72.2% 73.4% 62.4% 55.2% 29.4% 65.3%

FY08 61.7% 56.7% 72.5% 74.5% 75.1% 65.8% 55.3% 33.0% 62.2%

FY09 61.5% 53.7% 70.9% 69.5% 72.9% 65.4% 54.7% 33.8% 61.8%

FY10 56.6% 50.0% 66.3% 67.6% 67.8% 66.4% 52.3% 33.8% 64.2%

$1-24 $25-29 $30-34 $35-39 $40-49 $50-99 $100-249 $250-999 $1000+



Retention Television

E.6 Renewal GiftsFY10 FY09 FY08 FY07 FY06

% Change 09-10

1 Mail 23,668 27,446 27,378 27,683 27,704 -13.8%

2 Telemarketing 648 2,187 2,805 2,574 2,550 -70.4%

3 On-Air 2,280 2,259 2,200 2,043 1,995 0.9%

4 Web 1,627 1,512 1,185 829 675 7.6%

5 Customer Service


7 Miscellaneous 1,323 1,445 1,913 1,852 1,793 -8.4%

8 Total 30,247 35,417 35,481 34,981 34,717 -14.6%



Major Gifts Television

0

50

100

150

200

250

300

350


$0

$100,000

$200,000

$300,000

$400,000

$500,000

$600,000

$700,000

Donors Revenue

In addition to donors and revenue, the table below summarizes KRMA trends for revenue per donor.

%Change

FY06 FY07 FY08 FY09 FY10 09-10

Donors 264 329 305 315 325 3.2%

Revenue $387,905 $527,298 $522,359 $504,452 $600,480 19.0%

Revenue per Donor $1,469 $1,603 $1,713 $1,601 $1,848 15.4%



Acquisition Mail Television

J.2 Cold - AcquisitionFY10 FY09 FY08 FY07 FY06

% Change 09-10

1 Gross Revenue $67,390 $123,000 $164,329 $198,956 $201,504 -45.2%

2 Percent of total revenue 1.3% 2.2% 2.9% 3.5% 3.7% -42.2%

3 Total number of gifts 2,049 3,915 5,319 6,368 6,402 -47.7%

4 Percent of all gifts 3.0% 5.0% 6.6% 8.0% 8.2% -40.6%

5 Average gift amount (< $1000) $32.32 $30.67 $29.98 $30.94 $30.87 5.4%

6 Gross expense* $113,000 $317,003 $355,325 $351,772 $214,025 -64.4%

7 Net dollar per gift -$22.26 -$49.55 -$35.91 -$24.00 -$1.96 -55.1%

8 Cost per dollar raised $1.68 $2.58 $2.16 $1.77 $1.06 -34.9%

9 Total number of pieces mailed* 310,000 760,092 895,000 892,320 995,420 -59.2%

10 Expense per piece mailed $0.36 $0.42 $0.40 $0.39 $0.22 -14.3%

11 Average response rate 0.66% 0.52% 0.59% 0.71% 0.64% 26.9%

12 Total number of acquisitions (new and rejoined)

1,899 3,542 4,826 4,932 5,717 -46.4%

13 Total number of gifts from members (additional and renewal)

150 373 493 1,436 685 -59.8%

14 Pieces mailed as a % of DMA TV Households

16.5% 40.9% 49.6% 51.0% 57.5% -59.6%



Renewal Mail TelevisionJ.3 Renewal


09-101 Gross Revenue $1,717,253 $1,790,924 $1,907,048 $1,842,039 $1,806,167 -4.1%

2 Percent of total revenue 32.1% 31.7% 33.3% 32.0% 32.8% 1.2%




6 Gross expense* $99,700 $127,721 $129,840 $114,081 $88,228 -21.9%

7 Net dollar per gift $61.28 $54.72 $58.17 $56.31 $54.69 12.0%


9 Total number of pieces mailed* 264,549 257,269 280,003 255,657 315,992 2.8%

10 Overall average gift amount $65.06 $58.92 $62.42 $60.03 $57.49 10.4%

11 Number of pieces sent per active donor

5.22 4.59 4.81 4.41 5.40 13.7%

J.4 # of Renewals by Effort - Number of renew or rejoin givers who responded to each effort

1 Effort #1 5,306 9,606 10,441 11,127 10,174 -44.8%

2 Effort #2 2,532 4,604 4,436 4,060 4,549 -45.0%

3 Effort #3 2,834 2,840 3,013 3,111 3,815 -0.2%

4 Effort #4 4,454 1,952 1,570 1,798 3,075 128.2%

5 Effort #5 1,752 1,805 1,707 1,528 1,177 -2.9%

6 Effort #6 1,065 920 896 861 1,085 15.8%

7 Effort #7 843 816 768 503 716 3.3%

8 Effort #8 786 491 543 583 652 60.1%

9 Effort #9 19 105 9 76 -100.0%

10 Effort #10 (miscellaneous efforts)

236 210 272 167 12.4%



Lapsed Mail Television

J.8 LapsedFY10 FY09 FY08 FY07 FY06

% Change 09-10

1 Gross Revenue $143,184 $184,109 $180,238 $187,502 $118,742 -22.2%





6 Gross expense* $83,700 $116,250 $129,840 $137,400 $66,827 -28.0%





3.36 4.46 4.81 5.19 3.91 -24.7%

11 Average response rate 1.79% 1.99% 1.72% 1.64% 1.52% -10.1%

12 Total number of reacquired members (cold rejoins)

2,737 4,046 3,956 4,284 3,163 -32.4%



Additional Gift Mail Television

J.9 AdditionalFY10 FY09 FY08 FY07 FY06

% Change 09-10

1 Gross Revenue $686,474 $589,402 $510,896 $509,525 $466,024 16.5%


3 Total number of gifts 15,147 13,628 12,456 12,242 12,299 11.1%

4 Percent of all gifts 22.1% 17.5% 15.4% 15.4% 15.7% 26.1%


6 Gross expense* $89,174 $130,463 $126,150 $112,860 $31,300 -31.6%





5.52 5.18 4.98 4.66 5.24 6.6%

11 Average response rate 5.4% 4.7% 4.3% 4.5% 4.0% 15.1%

12 Total number of gifts that are new, renew, or rejoin gifts

6,793 5,707 5,174 5,148 4,971 19.0%

13 Number of donors that gave Additional mail, excluding sweeps

11,378 11,083 10,377 10,120 9,818 2.7%

14 Percent of donors that gave Additional mail, excluding sweeps

22.5% 19.8% 17.8% 17.5% 16.8% 13.5%

VERY GOOD !



Pledge TelevisionJ.10 Overview


09-101 Gross Revenue $1,935,511 $2,091,872 $2,045,687 $2,170,324 $2,127,055 -7.5%


3 Total Number of gifts 13,324 12,962 13,249 13,503 13,105 2.8%


5 Overall average gift amount $145.26 $161.38 $154.40 $160.73 $162.31 -10.0%

J.12 On-Air Overview

1 Gross Revenue $1,755,146 $1,850,059 $1,820,952 $1,947,163 $1,902,585 -5.1%




10 Overall average gift amount $145.89 $160.18 $153.63 $161.60 $162.79 -8.9%

11 Average gift amount (< $1000) $143.24 $156.53 $151.14 $155.34 $155.21 -8.5%

12 Average new gift (< $1000) $150.96 $164.72 $159.11 $163.27 $160.50 -8.4%

13 Average renew gift (< $1000) $133.53 $145.31 $134.51 $144.51 $140.39 -8.1%

14 Average rejoin gift (< $1000) $143.15 $159.08 $153.86 $152.58 $155.53 -10.0%

15 Average add gift (< $1000) $136.46 $146.54 $147.41 $144.34 $148.16 -6.9%

J.13 Number of Gifts

1 Total number of acquisitions (new and rejoin)

7,085 6,820 6,922 7,682 7,669 3.9%

2 Number of new gifts 4,589 4,542 4,519 5,330 5,358 1.0%

3 Number of renewal gifts 2,280 2,259 2,200 2,043 1,995 0.9%

4 Number of rejoin gifts 2,496 2,278 2,403 2,352 2,311 9.6%

5 Number of additional gifts 2,666 2,471 2,731 2,324 2,023 7.9%

6 Percent of gifts that are new 38.1% 39.3% 38.1% 44.2% 45.9% -3.0%

7 Percent of gifts that are renew 19.0% 19.6% 18.6% 17.0% 17.1% -3.1%

8 Percent of gifts that are rejoin 20.8% 19.7% 20.3% 19.5% 19.8% 5.2%

9 Percent of gifts that are additional 22.2% 21.4% 23.0% 19.3% 17.3% 3.6%



Pledge Television

J.14 Pledge Break InformationFY10 FY09 FY08 FY07 FY06

% Change 09-10

1 Total number of min. including min. out of pledge periods*

23,469 16,320 17,858 21,660 18,400 43.8%

2 Total number of min. occurring during 7 p.m.-12 a.m.*

7,315 10,500 8,609 10,340 8,832 -30.3%

3 Number of days in which breaks were heard in 8 or more hrs.* (note)

76 68 65 65 60 11.8%

4 Number of days in which breaks were aired in less than 8 hrs.*

15

5 Avg length of pledge break (min)* 10 10 10 10 10 0.0%

6 Avg number of telephones in live studio breaks*

12 12 12 18 18 0.0%

J.15 Premiums

1 Number of full time employees involved in securing premiums*

2 2 2 2 2 0.0%

2 Do you use a fulfillment house to mail premiums?* (note)

No No No No No

3 Total expense for packaging, posting, and shipping* (note)

$29,814 $29,925 $47,038 $44,171

4 Total value of premiums inventory at year end*

$1,000 $1,000 $1,000 $1,000 $1,000 0.0%

5 Total purchase cost of premiums distributed during the year* (note)

$331,227 $361,568 $458,248 $408,815

6 Total number of premiums distributed during the year*

15,144 22,807 23,371 25,655



Web Giving TelevisionJ.16 Overview


09-101 Gross revenue $388,713 $401,268 $368,073 $295,524 $284,311 -3.1%




5 Average gift (under $1000) $99.39 $111.75 $111.19 $120.27 $122.91 -11.1%

J.18 Web Pledge

1 Gross revenue $180,365 $241,813 $224,735 $223,161 $224,470 -25.4%

2 Percent of Web revenue 46.4% 60.3% 61.1% 75.5% 79.0% -23.0%

3 Total Number of gifts 1,293 1,412 1,396 1,454 1,418 -8.4%

4 Percent of Web gifts 34.4% 40.6% 44.9% 59.9% 62.7% -15.5%

5 Average gift (under $1000) $139.49 $169.49 $157.52 $153.48 $154.70 -17.7%

J.20 Web Email

1 Gross revenue $20,822 $28,223 $18,240 -26.2%

2 Percent of Web revenue 5.4% 7.0% 5.0% -23.8%

3 Total Number of gifts 246 431 308 -42.9%

4 Percent of Web gifts 6.5% 12.4% 9.9% -47.3%

5 Average gift (under $1000) $80.91 $65.48 $56.16 23.6%

J.22 Web Other

1 Gross Revenue $187,527 $131,232 $125,098 $72,363 $59,841 42.9%

2 Percent of Web revenue 48.2% 32.7% 34.0% 24.5% 21.1% 47.5%

3 Total Number of gifts 2,225 1,631 1,403 974 845 36.4%

4 Percent of Web gifts 59.1% 47.0% 45.2% 40.1% 37.3% 25.9%

5 Average gift (under $1000) $77.98 $73.86 $76.80 $70.48 $69.72 5.6%



Telemarketing TelevisionJ.26 Renewal


09-101 Gross Revenue $70,545 $89,074 $134,163 $117,048 $132,924 -20.8%




5 Average gift $54.94 $46.08 $45.53 $48.89 $52.31 19.2%

6 Gross expense* $29,000 $24,000 $26,129 $30,650

7 Net dollar per gift $31.08 $37.38 $37.98 $40.25

8 Cost per dollar raised $0.33 $0.18 $0.22 $0.23

9 Cost per gift $15.00 $8.14 $10.91 $12.06

10 Total number of renewals (renew and rejoined)

1,197 1,723 2,649 2,039 2,286 -30.5%

11 Pledge Rate (Pledge/Contacts)*

12 Fulfillment rate* 80.0% 84.0% 81.0% 75.0%

13 Percent of gifts charged to credit card

47.5% 59.5% 54.4% 45.5% 53.0% -20.2%

14 Total number of premiums* 100 100 100

15 In which member months are renewal calls made?*

4 4 4



Telemarketing Television

J.27 LapsedFY10 FY09 FY08 FY07 FY06

% Change 09-10

1 Gross Revenue $95 $42,512 $33,183 $32,759 $57,302 -99.8%

2 Percent of total revenue 0.8% 0.6% 0.6% 1.0% -100.0%

3 Total number of gifts 4 1,095 964 757 1,242 -99.6%


5 Average gift $23.75 $38.82 $34.42 $43.27 $46.14 -38.8%

6 Gross expense* $18,000 $14,500 $18,481 $29,650



9 Cost per gift $16.44 $15.04 $24.41 $23.87

10 Total number of rejoined/acquired 4 873 940 705 1,079 -99.5%

11 Pledge Rate (Pledge/Contacts)*



59.5% 53.4% 44.3% 51.9% -100.0%



Telemarketing Television

J.28 Additional


09-101 Gross Revenue $10,545 $79,628 $140,439 $105,791 $107,927 -86.8%


3 Total number of gifts 147 2,232 4,106 2,831 2,905 -93.4%


5 Average gift $71.73 $35.68 $34.20 $37.37 $37.15 101.0%

6 Gross expense* $32,000 $26,800 $35,000 $28,900



9 Cost per gift $14.34 $6.53 $12.36 $9.95

10 Total number of gifts that counted as new, renew, or rejoin

64 532 655 733 521 -88.0%

11 Pledge Rate (Pledge/Contacts)* 20.0% 20.0% 18.0% 18.0%



70.8% 51.1% 51.8% 49.0% 42.1% 38.4%



Sustained Giving Television

0

100

200

300

400

500

600

700

800

900

1,000


$0

$20,000

$40,000

$60,000

$80,000

$100,000

$120,000

$140,000

Donors Revenue

In addition to donors and revenue, the table below summarizes KRMA trends for revenue per donor.

%Change

FY06 FY07 FY08 FY09 FY10 09-10

Donors 471 457 509 688 860 25.0%

Revenue $60,606 $60,430 $64,928 $95,504 $128,035 34.1%

Revenue per Donor $128.68 $132.23 $127.56 $138.81 $148.88 7.2%



Sustained Giving TelevisionJ.31 Sustained Giving


09-101 Gross revenue $128,035 $95,504 $64,928 $60,430 $60,606 34.1%


3 Total Number of gifts 883 699 514 458 472 26.3%


5 Average gift (under $1000) $136.47 $131.35 $122.91 $130.04 $128.40 3.9%

6 How do you solicit sustainers: mail, phone, e-mail, or a combination?*

Combination Combination Combination Combination Combination

Sustainers by Months Since First Gift

J.32 Number of Contributors

1 Less than 12 Months 41 34 1 20.6%

2 12-23 months 41 12 10 5 1 241.7%

3 24-35 months 32 19 6 5 5 68.4%

4 36-47 months 29 19 11 4 5 52.6%

5 48 or more months 717 604 481 443 460 18.7%

J.33 Percent of Total Contributors

1 Less than 12 Months 0.1% 0.1% 33.3%

2 12-23 months 0.1% 0.0% 0.0% 0.0% 300.0%

3 24-35 months 0.1% 0.0% 0.0% 0.0% 0.0% 100.0%

4 36-47 months 0.1% 0.0% 0.0% 0.0% 0.0% 100.0%

5 48 or more months 1.4% 1.1% 0.8% 0.8% 0.8% 30.6%

Documents

KRMA donorCentrics Review FY 2010 Carol Rhine & David Preston January 2011