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I might be your next monthly donor. So call me, maybe?

I might be your next monthly donor. So call me, maybe?. Michael Ward, M+R Strategic Services Annalise Briggs, Mercy Corps Nicole Anderson Stern, Minnesota Public Radio. I could be your next monthly donor. So call me, maybe? . Slide 0. Who We Are International Relief & Development.

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I might be your next monthly donor. So call me, maybe?

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  1. I might be your next monthly donor. So call me, maybe? • Michael Ward, M+R Strategic Services • Annalise Briggs, Mercy Corps • Nicole Anderson Stern, Minnesota Public Radio I could be your next monthly donor. So call me, maybe? Slide 0

  2. Who We Are International Relief & Development I could be your next monthly donor. So call me, maybe?

  3. Innovative Solutions to Poverty “Mobile Wallet” I could be your next monthly donor. So call me, maybe?

  4. OMG I could be your next monthly donor. So call me, maybe?

  5. Overview OMG! Best donors EVER! Telefundraising Upgrades Additional Revenue Retention is the new acquisition Quick wins I could be your next monthly donor. So call me, maybe?

  6. OMG! Best donors EVER! Sustainers make up 9% of file: But contribute 30% of revenue: I could be your next monthly donor. So call me, maybe?

  7. OMG! Best donors EVER! Annual Basis I could be your next monthly donor. So call me, maybe?

  8. 2. Telefundraising Sample Call I could be your next monthly donor. So call me, maybe?

  9. 2. Telefundraising MYTH: “If I don’t like telemarketing calls donors won’t either.” • Best conversion channel to monthly giving (!) • Sustainer Response Rates: • TM - 3-5 % • Mail - 0.22 % • Email - 0.01 % • Segments: • New donors • Upgrade existing monthly donors • Lapsed sustainers • Current sustainers who haven’t paid • Follow-up Email I could be your next monthly donor. So call me, maybe?

  10. 2. Telefundraising • Donors who “refused” to give are worth more & remain more active than donors who were never contacted. I could be your next monthly donor. So call me, maybe?

  11. 3. Upgrades Adapt existing packages Use multi-channels Post-engagement I could be your next monthly donor. So call me, maybe?

  12. 4. Additional Revenue • Include sustainers in strongest appeals & emails I could be your next monthly donor. So call me, maybe?

  13. 4. Additional Revenue Symbolic Gifts Video I could be your next monthly donor. So call me, maybe?

  14. 5. Retention is the new acquisition You say you love me, now prove it. • Founder thank you calls • Use personal stories • Cultivation mailings I could be your next monthly donor. So call me, maybe?

  15. 5. Retention is the new acquisition “ What donors are saying “ I could be your next monthly donor. So call me, maybe?

  16. 5. Retention is the new acquisition Communication Preferences I could be your next monthly donor. So call me, maybe?

  17. 5. Retention is the new acquisition “ What donors are saying “ I could be your next monthly donor. So call me, maybe?

  18. 6. Quick Wins – Repetition is Key • Brochure inserts-highest LTV • Welcome stream • Newsletter articles • Donation form • Lightbox I could be your next monthly donor. So call me, maybe?

  19. I could be your next monthly donor. So call me, maybe?

  20. MPR Sustainer Program Overview Launch Date: 2007 Total Sustainers: 80,000 Percent of File: 60% of Members Annual Revenue: $10 Million+ Average Gift: $12.50/mo ($150/yr) Pay Type: 79% CC/ 21% EFT Minimum Amount: $5/month Overall Retention Rate: 87%

  21. Acquisition: Everywhere, Everything, All the Time Normalizing Sustainer Giving Incorporate Sustainer Giving throughout your entire program. Direct Mail/Print Telemarketing eMail Web Radio/DRTV TEST, TEST, TEST Acquire New Donors as Sustainers Or, Convert within First Year (ideally 3- 6 months) Rate of Conversion falls the longer a donor is on file

  22. Retention Rates Sustainer: • Overall Retention Rate – 87% • New Retention Rate – 80% Non-Sustainer: • Overall Retention Rate – 67% • New Retention Rate – 42%

  23. Improve the Online Giving Experience • Make it EASY to become a Sustainer on your website • Move Sustainer option to the top of your form – make it the default giving option • Offer a clear, concise explanation of Sustaining Membership – without making donors leave your form • Simplify the Ask String - don’t offer too many choices • TEST, TEST, TEST

  24. MPR Online Donation Form Sustainer option the top, default giving option Simple ask string with 4 suggested amts plus other Concise Sustainer pitch with link to Learn more

  25. MPR Online Donation Form Shadow box with concise explanation of How and Why - Donor never leaves the contribution form

  26. Responsive Donation Form

  27. Engagement - Surveys/Testimonials

  28. Sustainer Testimonials – Social Media

  29. Sustainer Testimonials – Web/Radio

  30. TelemarketingTrain, Monitor, Feedback, Repeat What are your donors encountering on the other end of that phone line? • Training • Get involved in the Training • Create a training manual • Role-play • Scripting • Test & Refine scripting • Promote Sustainer ask, CC/EFT, email acq • Monitoring • What you don’t know CAN hurt you • Nip problems in the bud – Listen early • Feedback • Create feedback form, co-calibration • Reward great service

  31. Monitoring Feedback Form

  32. Master the Messaging • Clear, Concise, Compelling - Focus on the Benefits! • $5/mo for New Sustainer Acquisition • DON’T promise “No more mail, no more phone calls!” • Sustainer Testimonials

  33. The Results Fall 2010 More than Doubled the % of New Members becoming Sustainers during Drive from 26% to 68% Nearly Doubled the % of Existing Members converting to Sustainers during Drive from 33% to 61% Fall 2011 Increased % of New Members becoming Sustainers during Drive from 65% ave. to 80% Increased the % of Existing Members converting to Sustainers during Drive from 58% ave. to 68%

  34. Upgrade – The Gift that Keeps on Giving Upgrade Campaign Strategy & Timing Five Multi-Channel Upgrade Campaigns per year • Direct Mail • Telemarketing • eMail • Web • On-air

  35. Upgrade Direct Mail • Sustainer Branding on outer envelope • Sustainer Swag - increase response & loyalty • Modest Upgrade Ask String – +$2; +$5; Other • Copy – Reinforce impact of Sustainer gift • Make the remit as SIMPLE as possible • Test, Test, Test

  36. Upgrade Ask String

  37. Upgrade Package

  38. Upgrade Telemarketing • Timing – Coordinate calling with upgrade mail, on-air messages, emails, and drives • Coordination of message across channels • Simple script – Thank First, Then Ask • Modest Upgrade Ask String – +$5; $+2 • Soft Ask – Two Attempts

  39. Upgrade eMail

  40. Make it Easy for Sustainers to Upgrade Online Easy navigation options for existing Sustainers to Upgrade, Give an Additional Gift OR Go to the Sustainer Services page for more options

  41. Sustainer Recapture • Multi-Channel Approach • Sustainer Branding • Clear, Concise Language • Get their Attention – Subject Lines & Teasers • Segment Sustainers in your Lapsed appeals

  42. Sustainer “Interruption” Package

  43. Sustainer “Interruption” eMail

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