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Rejuvenate Your Mid-Level Program!
DeAndra Hicks, Ocean Conservancy
Lester Smiley, PETA
Peter Schoewe, Mal Warwick
Donordigital
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#rejuvenate
Rejuvenate!
How did PETA & Ocean Conservancy achieve record growth from their established mid-level programs?
Target
Upgrade
Cultivate & Retain
Integrate
Innovate
What is a mid-level program?
Many different definitions, starting from $100 to $1,000, cumulative or single gift.
For purpose of this presentation:
Highest previous contribution of $100 or higher
Not actively managed by a major gift officer
Case Study—Mid-Level Upgrades
77% 22% 1%
0% 20% 40% 60% 80% 100%
Direct Mail Online Telephone
For Ocean Conservancy, over 2/3 of mid-level upgrades still come through the mail.
44% 29% 12% 12% 4%
0% 20% 40% 60% 80% 100%
Appeal Invite Acquisition Renewal Other
Case Study—Mid-Level Upgrades
Only 29 percent of new mid-level donors are acquired
through dedicated invitations.
Case Study—Mid-Level Upgrades
Most donors have given at least $100 before they upgrade to mid-level, but a
quarter of donors are directly acquired as mid-level donors.
2% 4% 9% 60% 25%
0% 20% 40% 60% 80% 100%
<$25 $25-$49 $50-$99 $100-$249 First Gift
Case Study—Mid-Level Upgrades
Mid-level upgrade efforts should not be seasonal. Over half of new mid-level donors upgrade outside of year-end.
16% 17% 23% 44%
0% 20% 40% 60% 80% 100%
Jan-March April-June
July-September October-December
Targeting Takeaways
Mid-level upgrade strategy is not for invitations only
Work to upgrade all year long
Best prospects are new donors—or donors already close giving at the mid-level amounts
Strategies for Upgrade Success
Strategies for Upgrade Success
Strategies for Upgrade Success
The less aggressive upgrade test ask:
Upgraded 18 percent more donors
Increased overall revenue by 44 percent
Strategies for Upgrade Success
To invite or not invite, that is the questionGuardians of the Sea ($250-$999) launched
2006
Strategies for Upgrade Success
Dedicated upgrade effort for $50-$249 prospects in the summer and year-end
More aggressive ask strings starting at $250
Promoted the giving club and benefits
Strategies for Upgrade Success
Take advantage of what works
Strategies for Upgrade Success
Results:
Number of GOS upgrades increased by 57%
45% increase in revenue from GOS upgrades
Cut expenses
$500+ Planned Giving $100-$499
Sarah’s Circle
Sarah’s Circle
Multichannel campaign using direct mail and phone
52% of kickoff responders joined Sarah’s Circle
Sarah’s Circle
It’s Not All about Upgrades
Acquisition of New Mid-Level Donors
Don’t acquire transactional donors, and prioritize low-performing lists with high average gifts
Use best DM techniques for high dollar exchanges
Make sure online donation forms are optimized for mid-level giving
Cultivate
Champions for Sea Change ($1,000+)
– launched in 2008 and managed in development
– received quarterly mailings but very high touch
What’s the Frequency, Kenneth?
Communicate Effectively
July August September October November December January February March April May June
DM
Ap
peals
Fall
Challenge
Year-End
Campaign
Year-End
Follow-Up
First,
Second &
Third
Renewal
Spring
Challenge
& Follow-
up
Scientist
Appeal
DM
Cult
ivati
on
CalendarSplash &
Deep Dive
Holiday
Card &
Splash
Survey
Splash &
Annual
Report
Splash &
Deep Dive
On
line
Ap
peals
Fall
Challenge
Integrated
Year-End
Campaign
Integrated
Year-End
Campaign
Member-
ship
Spring
Challenge
Scientist
Appeal
On
line
Cult
ivati
on
Deep DiveYear-End
Greeting
Annual
ReportDeep Dive
FY2015 Mid-Level Communication Matrix
Communicate Effectively—Results Increased the number of new $1,000+ donors by 40 percent—to a record high
Revenue from this group grew 36 percent
Overall retention increased by 11 percentage points
Cultivate
Donor Visits and Events
Cultivate
Telephone Townhalls
Integrate
34%
20%23% 21%
2% <1% 0%
Newsletter
Updates through the mail
Email newsletters
Email advocacy alerts
Updates via Facebook/Twitter
Contact via phone
Text messages
In a donor survey, half of mid-level donors preferred
the mail, half preferred email.
0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0%
Multichannel Single Channel Multi Donor
Integrate
For PETA, multichannel donors are almost 5x more likely to upgrade to mid-level giving.
Innovate—Failure
Ocean Conservancy mid-level donors are
not interested in benefits. A mailing
focusing on benefits lost money and
upgraded a record low number of donors.
Innovate—
Success
By trying something different from the
typical high-production mid-
level mailing, Ocean Conservancy
increased revenue by 45 percent.
Innovate—Failure
For PETA, a rolling mid-level invitation
to new and renewed $100 members was
costly and ineffective. When replaced with bi-
annual efforts, Vanguard Society
joins jumped by 61 percent!
Innovate—Success
PETA asked donors to sponsor a
doghouse by mailing the
blueprints in a tube.
Revenue was 156 percent
above the prior year.
Rejuvenate—Results
Ocean Conservancy:
Record number of mid-level donors in past FY14 percent more revenue than Gulf Oil Spill year
PETA:
Revenue up 45 percent in the past five yearsAverage mid-level donor value increased by 63 percent
Thank you!
Rejuvenate Your Mid-Level Program!
DeAndra HicksManaging Director Resource Development Operations—Ocean [email protected]
Lester SmileyDirect Response Assistant Manager—People for the Ethical Treatment of [email protected]
Peter SchoeweVice President—Mal Warwick [email protected]