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Recruitment & the Lifetime Value of Donors

Recruitment & the Lifetime Value of Donors. John Baguley International Fundraising Consultancy. Charlie Keep Medical Foundation. Fundraising today. Recruitment Channels. Direct Mail Inserts Print Ads Face to Face Door to Door Events Social media etc. GENERATIONAL COHORTS.

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Recruitment & the Lifetime Value of Donors

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  1. Recruitment & the Lifetime Value of Donors John Baguley International Fundraising Consultancy. Charlie Keep Medical Foundation. WWW.IFC.TC

  2. Fundraising today... WWW.IFC.TC

  3. Recruitment Channels • Direct Mail • Inserts • Print Ads • Face to Face • Door to Door • Events • Social media etc WWW.IFC.TC

  4. GENERATIONAL COHORTS WWW.IFC.TC

  5. The greatest dangerfor most of usis not that our aim istoo highand we miss it,but that it istoo lowand we reach it.Anon

  6. What is lifetime value? • Total net value gained over the lifetime of their giving • But it also, needs to account for activists etc • Developing profiles of typical supporter behaviour patterns WWW.IFC.TC

  7. Why is it important? • Demonstrating to non-fundraisers why the structure of donor recruitment and development is used in the way that it is • Honestly assessing whether what you are doing is really working in the long term • Giving confidence to ask for investment in fundraising WWW.IFC.TC

  8. Getting started • Sample a number • Look at their behaviour • How long/how much/patterns • If working with very small numbers it may be all you need WWW.IFC.TC

  9. How is LTV calculated? • On a macro or micro level is usually most informative • IE either looking at a single group of recruits over time • OR evaluating top level aggregate values across the database • Different uses for these approaches WWW.IFC.TC

  10. Some gentle maths • LTV net: • LTV as a ratio: WWW.IFC.TC

  11. Based on variables: • N = mean donor longevity (period) • Z = mean value (period) • X = recruitment cost (unit) • Y = retention cost (period) WWW.IFC.TC

  12. Some more exciting maths • Mean donor longevity: WWW.IFC.TC

  13. How can LTV be used? • There’s no point doing lots of maths if there’s no way to actually use it • Comparing options for recruitment – what kind of supporters do you get from what kind of activity? • What activities increase LTV, what may diminish it? WWW.IFC.TC

  14. STRATEGY “I saw the angel in the marble and carved until I set him free.” MICHELANGELO WWW.IFC.TC

  15. FIRST FRIDAYSThe Hub Kings Cross – 34b York Way – 2.00-5.00 WWW.IFC.TC

  16. THANK YOU! WWW.IFC.TC

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