Presenters: Erin Jones Cheryl Rooney Amnesty International Monthly Giving Coordinators

Transcription

1 Presenters: Erin Jones Cheryl Rooney Amnesty International Monthly Giving Coordinators

2 Erin Jones Monthly Giving Coordinator - Retention Cheryl Rooney Monthly Giving Coordinator - Acquisitions

3 Part 1: History, success and growth Part 2: Overview of acquisition methods, vendors and results Part 3: Lessons learned in retention strategies Part 4: Maximizing income: summary of what we ve learned Questions

4

5 Pre 1991 Point of sale transactions; main source Direct Mail 1991 Automatic transfer started 1998 DRTV started 1999 Rosemary Oliver joins Amnesty as Fundraising Director 2002 Door to Door canvassing started 2003 Upgrade calling started; street canvassing started; processing issue 2006 Cheryl Rooney taking on operational duties of monthly giving program 2008/09 New database; processing issues; economic downturn 2010 End of DRTV; reprocessing; more telemarketing; tested 2-step 2011 Canvassing largest source; recovery 2012 First gift processing 2014/15 Processing change; Erin Jones joins Amnesty with a focus on monthly giving retention; digital fundraising growing; two step recruitment grows; out sourcing of recovery program 2016 Focus on retention

6 Note: Numbers relate to successfully processed monthly transactions in December each year

7 $9,000,000 Monthly Giving revenue 1991 to 2016 $8,000,000 $7,000,000 $6,000,000 $5,000,000 $4,000,000 Revenue $3,000,000 $2,000,000 $1,000,000 $-

8 Amount # Donors $ per Month Average ,741 $9, $ ,863 $ $ ,432 $228, $ ,711 $116, $ ,103 $55, $ $18, $ $13, $ $5, $ $2, $ $24, $ $4, $ $3, $ $ $ $1, $ $1, $ $1, $ ,000-9, $1, $1, Total 37,926 $759, $20.57 Number of monthly donors: 37,926 Average monthly gift: $20.57 Lifetime Value: $78 million Average Life Time Value of each donor: $2,044 (not all gifts are monthly gifts) Lifetime Monthly Giving Value: $70 million Average Lifetime Monthly Giving Value of each donor: $1,857 Average Length of Giving: 10 years 10 months Average length of giving as part of Amnesty s Monthly Giving Program: 8 years 7 months Difference is because many of our Monthly donors started as single-gift donors Average Number of Gifts to Amnesty by current monthly donors: 100 gifts Average number of monthly gifts to Amnesty : 96 gifts Difference is because many of our Monthly donors started as single-gift donors Other information Amnesty s database goes back to We don t have electronic records for gifts before that. This means some donors years of giving, number of gifts, and Lifetime value may be higher than indicated here.

9 Total raised privately: $13,265,447 Monthly Giving $8,422,487 63% Legacies $1,413,754 11% Direct Mail $1,218,154 9% Major Gifts $ 980,516 7% Digital $ 655,609 5% Other $ 314,473 2%

10 And More!!!

11 Acquisition Sources ,000 7,000 6,000 5,000 4,000 3,000 TM Web F2F TV Mail Other 2,000 1,000 0

12 1. Direct mail appeal include monthly option 2. Monthly option on web site donation form 3. Monthly donor option on all brochures 4. Phone call to donors asking them to join the monthly program 5. Two-step with petition signers 6. Ad and coupon in donor newsletter 7. Bounce-back coupon in thank you letters 8. solicitation 9. Face to face canvassing (street & door)

13 10. Direct response television (and maybe radio) *long-format; short-format 11. Digital video ads 12. Special events 13. Member get member/ Friends & Family 14. Lapsed Conversion 15. Create giving clubs at different gift levels 16. Peer to peer fundraising for an event 17. Other ideas?

14 1. Digital Lead Conversion 2. Digital asks in times of crisis 3. Deep Lapsed telemarketing conversion

15 Cost to acquire a new monthly donor Average gift of new monthly donors Volume of donors generated Additional costs Time it takes to pay back the investment Upgrade rate of monthly donors from this source Average length of time these donors stay on the program (retention). Average gift and length of time on program help determine longterm value, which helps you decide how much you re willing to invest in acquiring them.

16 Is very important in most monthly giving programs The kinds of vendors you may be working with: a) Face to face recruiting companies b) Telemarketing companies c) Digital companies d) and more!

17 Takes planning, oversight and time Pay attention to: A) Hiring Process (& Request for proposal) B) Contract C) Training of staff is critical D) Monitor results E) Meet regularly F) Partners but special relationship G) Evaluate and provide feedback

18

19 Alex Nov 2More Energized to spend time with streetstheonambassadorsrightsamnestynow canvassers, of Toronto!

20 Our awesome canvassers in Calgary

21 Amnesty also has telemarketing partners who have great teams of people dedicated to helping Amnesty International raise money for our human rights work. Telephone teams help to strengthen Amnesty International s relationship with donors via a variety of calling campaigns.

22

23

24 Test everything Telemarketing is important Don t forget about processes

25 8% 7% 6% 5% 4% 3% 2% 1% 0% Attrition of test and control groups 7.60% 4.60% Test Control Also saw a reduction in downgrades and an increase in upgrades

26 Highly engaged audience Increased engagement (actions, single gifts) Increased retention Welcome /survey Take action Join social media Success update Intro to areas of work

27 Open rate Click through rate Unsubscribes % 8.4% 0.6% % 15.3% 0.7% % 5.4% 0.6% % 3.3% 0.2% % 4.3% 0.3% Overall 37.9% 7.7% 0.5%

28

29 50% 40% 30% 20% 10% Supporter journey attrition 37.10% 40.50% For 7,000 new donors a 3.4% difference in attrition = 238 retained donors = $4,760/month =$57,120/year 0% Test Control

30 - Welcome calling - Say thanks - Get feedback - Recovery calling - Quickly get updated payment information after a donation fails - Lapsed reactivation calling - Re-inspire and ask to restart donations cancelling in past 1-2 years

31 Retention Rate Increased retention despite call outcome Amnesty Australia: 2% difference in attrition in month 8 between those who received an upgrade call in month 5 (irrespective of the call outcome) and those that did not. Amnesty UK: AIUK 1st Upgrade Retention Rate 100% 95% 90% 85% Success 80% 75% 70% 65% Refusals Retire No Contact 60% 0 MONTHS AFTER CALL 2 MONTHS AFTER CALL 6 MONTHS AFTER CALL 9 MONTHS AFTER CALL

32 Maximize income by adding additional credit card reattempts to each monthly debit Increased # donors recovered by treating hard and soft declines differently Offering downgrades and holds CC vs DD

33 - Monthly giving is a cost effective way to fundraise - There are various recruitment methods do modeling to get best returns - Relationships with vendors is key - Keep innovating and trying new things - Supporter journeys can increase retention but test! - Don t forget about processes - Telemarketing is important for additional income but also retention

34 Amnesty International Canada Monthly Giving Program Thank You!