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Donor Insights:a dull name for getting the real
lowdown on what your donors want, think, believe and will respond to
Donor Insights:a dull name for getting the real
lowdown on what your donors want, think, believe and will respond to
Data Insights:a dull name for getting the real
lowdown on what your donors want, think, believe and will respond to
What we’ll cover
1. Data: what’s that all about2. How to use insights3. Insights in action4. Critical data you need5. Bringing it all together
One: Data
What’s that all about?
Types of data available
• Environmental- how much is given, growth, competition
• Analytical- your growth, your donor behavior
• Personal - transactions, bequest status, motivations
Using Environmental data to benchmark
2002 2003 2004 2005 2006 2007 2008 2009$0
$5,000,000
$10,000,000
$15,000,000
$20,000,000
$25,000,000
$30,000,000
$35,000,000
$40,000,000
$0
$5
$10
$15
$20
$25
Total Income Avg Gift
Using Analytical data to answer these questions
• What is the biggest variable driving attrition?
• What is the best time to ask for a 2nd gift?
• Are my donors giving at the level I ask them?
• Which acquisition source delivers the best value?
Using Personal data to get closer
Two: how to use insights
Some real examples
Second gift rates worsening
Taking too long to get back and ask
• Develop a 2nd gift strategy designed to:– Thank quicker– Include a ‘non ask’ feedback letter before
next ask– Find the best time to ask for a 2nd gift– Focus on monthly giving
What this allowed BC Cancer to do
They found the optimum time to ‘convert’
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
2 3 4 5 6 7 8 9 10 11
Weeks since Gift
Co
nve
rted
• Determine the best time to approach new donors with a monthly conversion request
What this allowed the Heart Foundation to do
• Determine the best time to approach new donors with a monthly conversion request
• Look at ways to increase average gift value at point of recruitment– As higher value recruits more likely to
‘convert’
What this allowed the Heart Foundation to do
• Determine the best time to approach new donors with a monthly conversion request
• Look at ways to increase average gift value at point of recruitment– As higher value recruits more likely to
‘convert’• Understand that initial cash value drives
future monthly value
What this allowed the Heart Foundation to do
-$200
-$100
$0
$100
$200
$300
$400
Ave VTD by Channel by Year
Ave Year 1 Net
Ave Year 2 Net
Ave Year 3 Net
Ave Year 4 Net
Getting the real lowdown: Net Value to Date
• Say things like:“A donor acquired in 2005 by <insert channel> is worth $450 whereas a donor acquired in 2005 by <insert channel> is worth $200”
What this allowed SickKids to do
• Say things like:“A donor acquired in 2005 by <insert channel> is worth $450 whereas a donor acquired in 2005 by <insert channel> is worth $200”
• Focus on areas generating the best real return
What this allowed SickKids to do
• Say things like:“A donor acquired in 2005 by <insert channel> is worth $450 whereas a donor acquired in 2005 by <insert channel> is worth $200”
• Focus on areas generating the best real return
• Understand implications of future program decisions
What this allowed SickKids to do
What really drives attrition of street recruits?
• Recruitment Source
• Gender• Payment
Method• Payment
Frequency• Age
• Amount• Email Provided• Home Phone • Work Phone• Mobile Phone
What really drives attrition of street recruits?
Category % nNo 76.00 12012Yes 23.00 3793Total (100.00) 15805
Node 0
Category % nNo 76.06 6730Yes 23.94 2118Total (55.98) 8848
Node 16Category % nNo 75.92 5282Yes 24.08 1675Total (44.02) 6957
Node 15
Year2 attrition
GenderAdj. P-value=1.0000, Chi-square=0.0412, df=1
M;UF
Some really ugly, but useful analysis
• Age is the most significant factor in predicting Year 1 attrition
• Payment type is significant, with credit card payers more likely to attrite
Insights: what we found
• Predict future value of supporters• Prioritize spend• Identify high risk supporters and treat
them differently
What this allowed Amnesty to do
Monthly Givers: to mail or not to mail
No. of donors
TerminatedAttrition
RateTotal months since 2008/01
Avg months given
Total Value since 2008/01
Included 3,434 287 8.36% 54,510 15.87 $14,334,329
Excluded 3,433 295 8.59% 53,979 15.72 $13,176,515
Monthly Givers: to mail or not to mail
EXTRA DONATIONS GENERATED
No. of donors responded to
Appeal
Resp. Rate
No. of gifts for Appeals
TOTAL AMOUNT RAISED
No. of Other Gifts
Amount raised from Other Gifts
Included 896 26.09% 1,184 $1,080,230 219 $574,841
Excluded 0 0.00% 0 0 273 $239,319
Monthly Givers: to mail or not to mail
• Prove that monthly donors will continue to give onetime gifts
What this allowed them to do
Three: Insights in action
Your turn, helping the Lost Dog’s Home
The Lost Dogs’ Home
State of Play: 2002
Struggling for 2nd Gifts
Most only giving once
Struggling to recruit
Appeals program stagnant
*2003 based on 3 staff + Graeme raising $500k
Where staff spent their time
Your challenge:
• As Development Director, what decisions would you have made?
A recap
• Large focus on a struggling cash program• Lots of time spent on events that weren't
making money• Had scaled back spend on acquisition • Elderly database • Spend or close their doors
So, what did they do?
• They told it like it was – Crisis appeal
So, what did they do?
• They told it like it was – Crisis appeal• Got personal with donors
So, what did they do?
What makes them tick?
Got really personal
Got really personal
• They told it like it was – Crisis appeal• Got personal with donors• Focused on areas of growth – monthly giving,
bequests
So, what did they do?
• They told it like it was – Crisis appeal• Got personal with donors• Focused on areas of growth – monthly giving,
bequests• Were prepared to spend now, reap returns
later
So, what did they do?
• They told it like it was – Crisis appeal• Got personal with donors• Focused on areas of growth – monthly giving,
bequests• Were prepared to spend now, reap returns
later• Looked at what others were doing
So, what did they do?
Did it work?
1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003$0
$100,000
$200,000
$300,000
$400,000
$500,000
$600,000
This purple block represents income from the first ap-peal using the new strategy - to the same donors
Yes. In the short term.
Yes. In the medium term.
From 98 to 10,330 activemonthly donor’s$1.5m CAD a year
Yes. In the long term.
5.7% of their active donors have confirmed they are leaving a bequest – that’s 1,649 donors
Yes. In the long term.
Four: Critical data you need
Look beyond the simple measures
A Recap: Types of data available
• Environmental- how much is given, growth, competition
• Analytical- your growth, your donor behavior
• Personal - transactions, bequest status, motivations
A Recap: Data you must have
• Environmental- how much is given, growth, competition
• Analytical- your growth, your donor behavior
• Personal - transactions, bequest status, motivations
A Recap: Data you must have
• Environmental– Understand where growth is coming from– Look around at what others are doing– Benchmarking is about more than
comparative data
A Recap: Data you must have
• Analytical– Look deeper than top line measures
• Net Income v ROI
Feb
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$300,000
RO
I
Why ROI alone can be dangerous
Feb
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Net
RO
I
Why ROI alone can be dangerous
A Recap: Data you must have
• Analytical– Look deeper than top line measures
• Net Income v ROI• Net value to data v cost to acquire
• You want to be able to say:“A donor acquired in 2005 by <insert channel> is worth $450 whereas a donor acquired in 2005 by <insert channel> is worth $200”
Cost to acquire is just one measure
A Recap: Data you must have
• Analytical– Look deeper than top line measures
• Net Income v ROI• Net value to data v cost to acquire• What you asked for v what was given
Do you really know if your ask really works?
A Recap: Data you must have
• Personal– Find the ‘emotional triggers’– Play it back. Getting closer builds long term
value
Data + Intelligence = Insights
Remember..
Five: bringing it all together
What to do when youleave the room
• Scan environmental data to look at what others are doing
Final takeaways
• Scan environmental data to look at what others are doing
• Dig deeper within your analytical data
Final takeaways
• Scan environmental data to look at what others are doing
• Dig deeper within your analytical data • Get personal with your donors
Final takeaways
• Scan environmental data to look at what others are doing
• Dig deeper within your analytical data • Get personal with your donors• Be disciplined with your direct
marketing
Final takeaways
• Scan environmental data to look at what others are doing
• Dig deeper within your analytical data • Get personal with your donors• Be disciplined with your direct
marketing • Apply the Pareto Principle. Spend time
where you will get the greatest return
Final takeaways
Ultimately, let’s not forget…
Ultimately, let’s not forget…
Data = People
Ultimately, let’s not forget…
Data = People
And people are good.
Even at age 101, Ethel Perrin is committed to helping children in need.
This sprightly great-grandmother has dedicated her
life to helping impoverished children nationally and
internationally.
This sprightly great-grandmother has dedicated her
life to helping impoverished children nationally and
internationally.
Ethel’s first donation was a child sponsorship of a little girl in
Pakistan.
She then sponsored two aboriginalboys in Canada. With five children of her own, Ethel and her family were more than happy to give
what they could.
She then sponsored two aboriginalboys in Canada. With five children of her own, Ethel and her family were more than happy to give
what they could.
Over the years, she supported dozens of children in many countries
throughout the world.
Since joining in 2004, Ethel has continued to be a generous
supporter of Canadian Feed the Children’s programs.
Since joining in 2004, Ethel has continued to be a generous
supporter of Canadian Feed the Children’s programs.
Nowadays, Ethel crochets and knits quilts, which she sells to
raise funds for CFTC.
Ethel explains her situation like this:
Ethel explains her situation like this:
“I can’t walk, I can’t sit up too well, but my hands are fine, and as long as my hands work, I will keep making quilts to help
children in need.”
This man by the name of Tony called the Breast Cancer
Foundation of Singapore one day…
QuickTime™ and a decompressor
are needed to see this picture.
…to say that he was auctioning a collection of coins belonging to his sister Cheryl, who had died
of breast cancer.
…to say that he was auctioning a collection of coins belonging to his sister Cheryl, who had died
of breast cancer.
Prior to Cheryl’s death, a volunteer counsellor with the
Breast Cancer Foundation who was a breast cancer survivor
herself, had visited her.
Cheryl found great comfort from the visit of the counsellor and
the help from the Breast Cancer Foundation.
Upon Cheryl’s death, Tony felt that a good way of appreciating the service and commitment of the Breast Cancer Foundation…
Upon Cheryl’s death, Tony felt that a good way of appreciating the service and commitment of the Breast Cancer Foundation…
was to donate the sum raised from the auction of his coins.
He raised $11,000...
Sue, a donor from Ohio, demonstrated a high level of
passion and personal commitment to Operation Smile.
QuickTime™ and a decompressor
are needed to see this picture.
Sue has recently helped more than 53 children receive new smiles through per personal donations and fundraising.
Sue has recently helped more than 53 children receive new smiles through per personal donations and fundraising.
Sue first learned about Operation Smile on TV back in
December 2004.
At that time she called and made a $240 donation for a
single smile surgery.
At that time she called and made a $240 donation for a
single smile surgery.
Later, moved by what she had learned, Sue carried the
message of Operation Smile to her co-workers, customers and
friends.
Sue is a hairdresser and with the support of co-workers, she
established an “Operation Smile Day” each month at her shop
where her tips and contributions by customers are donated to
Operation Smile.
But she didn’t stop there...
Sue then took the next step and made a commitment to hold a
fundraising event and organized a special evening in April.
Sue then took the next step and made a commitment to hold a
fundraising event and organized a special evening in April.
All proceeds were donated to Operation Smile.
Sue and her friend raised $12,766…
Last year an old man walked into the Princess Margaret
Hospital Foundation, straight off the street and wanted to speak
to the boss.
In his hand he had an envelope. He sat down and got straight
to the point.
In his hand he had an envelope. He sat down and got straight
to the point.
He had just sold a home unit and he didn’t need the money.
After making sure that he would never be identified…
After making sure that he would never be identified…
he took out of the envelope a bank cheque for $375,000, crossed out his name and
endorsed it to the foundation.
He then said that he was 86 years old and that
“there will be more for you in the future, but don’t give your hopes
up as we live to a really old age!”
Ultimately, let’s not forget…
Ultimately, let’s not forget…
Data = People
Ultimately, let’s not forget…
Data = People
And people are good.
The Pareto Group exists to make the world a better place, by expanding the not-for-profit
sector's capacity worldwide to ensure as many beneficiaries are helped as possible.
www.jonathongrapsas.blogspot.com
twitter: jonathongrapsas
www.paretofundraising.com