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IoF Insight in Fundraising 2010 Conference Classic Analysis: Supporter Attrition Lifetime Value

IoF Insight in Fundraising 2010 Conference Classic Analysis: Supporter Attrition Lifetime Value RFV. Victoria Barham – Senior Marketing Analyst, PDSA David Dipple – Consultancy Partner, Tangible Data Steve White – Director of Operations, Wood for Trees

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IoF Insight in Fundraising 2010 Conference Classic Analysis: Supporter Attrition Lifetime Value

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  1. IoF Insight in Fundraising 2010 Conference Classic Analysis: Supporter Attrition Lifetime Value RFV Victoria Barham – Senior Marketing Analyst, PDSA David Dipple – Consultancy Partner, Tangible Data Steve White – Director of Operations, Wood for Trees Stuart McCoy – Data Strategy Consultant, DM Insight

  2. IoF Insight in Fundraising 2010 Conference Classic Analysis: Supporter Attrition Stuart McCoy Data Strategy Consultant stuartdmi@ymail.com

  3. Regular Giving Attrition • Apply to post campaign analysis for Regular Giving Acquisition, Upgrade and Reactivation activity to predict a much more accurate 1st Year ROI • Early attrition – 3 KPIs: • % ‘No Shows’ by recruitment channel, supplier • of those making 1st gift, what % went on to make 2nd gift? • of those making 2nd gift, what % went on to make 3rd gift? • Get it Monthly – monthly payers make it easier to manage regular giving base • Profiling & Targeting: • What do your typical lapsers look like? • Who is your 10 year donor? • Are new recruits of a better quality than those you’re losing m-o-m?

  4. Other Types of Attrition Analysis • Look at the attrition of all Fundraising ‘products’, not just regular giving, so: Cash, Raffle, Major Giving, etc. • LYBUNT: ‘Last Year But Unfortunately Not This’ •  provides top line KPI of entire Fundraising supporter base • ‘Where Are They Now?’ - attrition of a cohort of Cash donors over successive mailings • Predictive Attrition Models: • Who are the likely lapsers? • When are likely lapsers most likely to lapse?

  5. Other Considerations • ‘Natural’ attrition (deceased, switching to other ways of giving and support) • Those with a higher annual value are generally less likely to lapse – value is indicative of loyalty • Calculating different rates of attrition for your distinct supporter segment profiles at different levels of giving (which is strongly recommended) can greatly inform y-o-y budget planning and Fundraising strategy • Remember to also look a bit more longer-term: what % of recruits have been retained per recruitment activity, supporter profile, etc. after 3 and 5 years?

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