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Data Driven Diocesan Appeals

Data Driven Diocesan Appeals. John Biskner, Product Manager ParishSOFT September 12, 2013. Objectives. Understanding an Annual Diocesan Appeal Strategic Use of Data Using Data to Identifying Donors Managing Data to Reduce Costs. Annual Appeal: Financial.

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Data Driven Diocesan Appeals

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  1. Data Driven Diocesan Appeals John Biskner, Product ManagerParishSOFT September 12, 2013

  2. Objectives • Understanding an Annual Diocesan Appeal • Strategic Use of Data • Using Data to Identifying Donors • Managing Data to Reduce Costs

  3. Annual Appeal: Financial • Major source of funding for diocese • Different Models

  4. Annual Appeal: Development • Provides a base for development efforts • Many donors, smaller gifts • Entry Point

  5. Annual Appeal: Diocese • What makes a DIOCESAN Annual Appeal unique? • “Known Constituency” i.e. the parishioners • Emphasis on the Bishop himself, or diocesan ministries • Parishes act as agents • Parish Goals • Why do Refunds? • Why do Shortfalls?

  6. Why Do Refunds? • The best model: • 100% Refund of all monies over goal, tax free • Why? • Pastors align efforts with the bishop. • They see the appeal as THEIR #1 fundraiser! • Better efforts = better results • “every dollar over goal = a dollar for us!” (instead of 90 cents) • Blesses the parishes with centralized marketing

  7. Annual Appeal: Process • Usually 14 months, lots of overlap • 60-80% of Pledges are one time gifts

  8. Annual Appeal: Calendar • Start Date = Mass Mailing or In-Pew Solicitation

  9. Strategic Use of Data • Market Definition • Market Segmentation • Marketing Metrics

  10. Strategic: Market Definition • Goal • Reach the MOST DONORS to get the MOST MONEY • Means • #1 source is Parish Rosters • Parish Rosters (“known constituency”) • Rosters are your best tool and your biggest challenge

  11. Strategic: Market Segmentation • Goal • Communicate EFFECTIVELY to inspire MORE GIFTS and LARGER GIFTS. • Means • Messages tailored based on affinities (activity data) • Messages tailored based on capacity (prior gifts, zip codes) • Tailored “Suggested Gift Tables” (prior gifts, zip codes)

  12. Strategic: Marketing Metrics • Goal • To IMPROVE year-over-year, appeal-over-appeal • Means • Metrics! • Competitive Spirit (pastors competing to perform well) • “Appeal Codes” to measure effectiveness of segmentation • Participation Rates • Year-over-Year analysis • Giving Growth • By parish, by donor, or in aggregate

  13. Identify Prospects • Goal • To IDENTIFY high capacity prospects • Means • Use Annual Appeal to identify prospects for development • Invite to special event(s) with the bishop to say Thank You • “Gratitude is the first step to the next gift” • Build the relationship, learn the affinities, identify opportunities to advance the mission, align to their interest (i.e. classic Institutional Advancement)

  14. Data to look for • How much did they give to the appeal? • Signal of capacity • What specific message did they respond to? • Signal of affinity • Style of Gift? • One time gift or Pledge with Payments • Parish Level Data • Ministry involvement • Parish of Registration • School for kids • Demographics • Family Size • Employer • Zip code • Age

  15. Reducing Costs • IMPORTANT NOTE • It is far more important to maximize your donations. • Reducing costs is secondary. • Goal • How can you reduce costs? • Means • Simple Processes • Core Competencies • Trusted Partners • Proven Tools $ $

  16. Simplify Processes • Why simplify processes? • Less steps = less labor • Less steps = less chance for error • How • Map your process • Identify wasteful tasks • Seek means to remove/reduce

  17. Core Competencies • “A Core Competency is a deep proficiency that enables a company to deliver unique value to customers.” * • Must fulfill three key criteria**: • It is not easy for competitors to imitate. • It can be reused widely for many products and markets. • It must contribute to the end consumer's experienced benefits and the value of the product/service to its customers. * Bain & Company ** C. K. Prahalad and Gary Hamel

  18. Core Competencies • Core Competencies of a Diocese • Preaching the Gospel • Serving the Poor • Training Good Shepherds • Supporting Parish Communities • Perhaps Not Including • High volume data entry • Donor recordkeeping • High volume printing and mailing • Software Programming

  19. Trusted Partners • Look to other entities/companies who’s core competency will provide value to you (better quality at lower cost) • Data Entry • 3rd Party Data Processor • Your Local Bank • Donor Recordkeeping • Your Parishes! • (Principle of Subsidiarity) • Printing and Mailing • Diocesan specialists • Local mailhouse • Software Programming • Census systems • Accounting systems • Online Giving

  20. Proven Tools • “the right tool for the right job” • Common Tools for managing appeals • ParishSOFT • Raiser’s Edge • Lockbox • Scanlines • Pledge cards, acknowledgements, reminders • Synchronized parish information • Bar code scanners • Online Giving

  21. Who’s uses DDM? • ParishSOFT’s Diocesan Development Manager (DDM): • is used by 20 dioceses • 13 who also sync data from the parishes • 12 who use ParishSOFT’s Online Giving • 9 who use lockbox imports

  22. Key Benefits • Accurate Reports • Parish Self-Service Reporting • Rapid Data Entry • Compliant with USCCB Guidelines for Fundraising • Parish Synchronization

  23. Self Service Reports

  24. Thank You! • Questions? • Feedback? • More thoughts later? • jbiskner@parishsoft.com

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