More Members through Measured Marketing

1. More Members through Measured Marketing By Baird Straughan & Pat Munoz Chesapeake Watershed Forum, 2013

2. Truth in Advertising • This workshop was misrepresented. • Baird and Pat have worked with river and watershed groups since the last millenium. • Confessed data-philes. • Confessed social media phobes. • Baird developed the River Network status reports and the WaterGrass database. • Pat is a fundraising “angel” to various groups.

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4. How many of you distinguish between members and donors?

5. Goals of this session • Learn the marketing “funnel” concept, with its various stages • Share information on the results achieved by other river and watershed groups • Identify the stages you want to focus on • Choose steps to improve your own marketing funnel. (One may be to simply start measuring.)

6. Marketing funnel model

7. Marketing funnel forriversorganizations

8. Member and Donor Attrition in a small watershed group using Excel to track donors, with over 10 years of data, two solicitations per year.

9. From Gift 1 to Gift 2: 45% Attrition: First time members/donors: 361 gifts From Gift 2 to 3: 33% 2nd time members/donors: 198 gifts From Gift 3 to 4: 27% From Gift 4 to 5: 60% From Gift 5 to 6: 14%

10. How to visualize this much attrition?

11. Marketing funnel forriversorganizations Repeat contributions

12. But what might have been ….

13. 32 additional second donations at $85.18 donation = $3,122 in additional revenue.

14. Over a period of 7 solicitations, 250 additional donations for $21,330 in additional revenue.

15. Lesson #1 … then they are your best marketing prospects. If 40% of your donors give once and never again …

16. Write down: • Your renewal rate, if you know it. • How many renewal reminders you send before giving up. • How many newsletters per year? • How many email communications per year? • How many appeals per year? Exercise #1: Shutting the Faucet

17. In your groups, share your numbers. • One person: post your numbers on the flipcharts on the side. • Look around at the flipcharts. What do you notice? • What changes do you want to make? Note those. Exercise #1: Shutting the Faucet

18. Repeat contributions

19. Conversion

20. Measured Marketing at the Rock Creek Conservancy

22. What Makes RCC Special Affluent urban neighborhoods with many highly educated community-oriented citizens.

24. A capable database Image from WaterGrass Alot of work.

26. RCC’s Initial Recruitment Strategies 15 people first give as board members; since then, they’ve given $29,630. Board members then recruit 107 friends, who by now have given $56,656. 535 people respond to direct mail membership solicitations. By now they’ve given $78,962. 93% renewal 79% 61%

27. Take-away: • Donors recruited because they were on the board • + Donors recruited by the board • + Donors recruited by direct mail solicitations for new members gave 71% of the total non-grant income for Rock Creek Conservancy until now.

28. EVENTS: Rock Creek Conservancy hasn’t used events for recruiting new members, but events have been instrumental in encouraging existing members and donors to give again and in greater amounts.

29. Subject: Roses are red ... Roses are redViolets are blueWe need your helpTo bid English ivy adieuRoses are redEnglish ivy is greenHelp us eradicate itAnd keep our park clean Help us control non-native invasive vines in Rock Creek Park with a donation. Be a sweetheart, and show Rock Creek you care! Happy Valentine's Day! Beth MullinExecutive DirectorRock Creek Conservancy Beth’s email appeals get as much as 1% response, which is stupendous. Most are previous donors. The emails bring in 56 new donors, but only 34% give again. Email solicitations

30. 9 people signed up due to these door hangers, 66% renewed, and they’ve given generously since. Door hangers!

31. volunteers

32. 2013 Extreme Cleanup

33. Till now, Only 2% of people who begAn by volunteering donate.

34. Another organization with more data on volunteer participation shows the same “silos.”

35. events

36. Total Dollars from Major Donations ( Donations > $250) Events Grow Large Donations From Events

37. More and Diversified Asks Encourage Multiple Gifts

38. Special Appeals

39. Write down: • How many new members you got this year, if you know it? • How many new member solicitations you send out? • How many in-person solicitations? • Other means you use to recruit members. Exercise #2: Converting More People to Become Members

40. In your group: • Share your results and capture them on your flipcharts. • Identify one strategy for member recruitment that’s new to most of you. Share in large group. Note what you’d like to change. Exercise #2: Converting More People to Become Members

41. Conversion

42. Contact

43. (to be completed) Website visitors

46. 6 gifts. 50% gave again. Average lifetime donation till now: $406.

47. facebook

48. The kind of posts which got attention in Facebook were like this:

49. So far, most Facebook friends haven’t crossed over into other actions. People in the database because they’ve given, or volunteered, or signed up for emails, etc.

50. Write down: • How many contacts do you make through online methods? (If you don’ t know, how will you measure?) • What online methods will you focus on now? Exercise #3: Making Contact with Potential Members