CWCART - Direct Mail Nov 2016 Campaign Overview

Transcription

1 CWCART - Direct Mail Nov 2016 Campaign Overview Ask: Operational Costs Story: EMERGENCY APPEAL. This appeal is asking donors to extend their support as we in respond to the earthquake in North Canterbury. With no road access, Air Rescue is the lifeline for medical emergencies in Kaikoura and surrounding areas. With the Southern Emergency Operations Centre set up at our base, we are at the heart of the relief and rescue efforts in response to the quake. All resource have been put into the relief effort in this emergency situation we also need your support to get us through our busiest time of year the Christmas holiday period. Key Messages: We need your URGENT help today your donation will help us provide the isolated communities of North Canterbury the vital support they need. Key Tactics: A strong pack with a direct, urgent call to action for an immediate donation sent just one week after the earthquake. No branding on outer envelope to increase open rate. Specific amount asked for in the letter and Response Form (based on the donors last gift with a slight push 1.25X the last gift, 2x LG and 3x LG) the letter ask the donor to consider an exceptional donation of 3xLG. 76 donors with significant donation potential, recent significant gifts made, and bequests prospects/pledges will receive hand signed cards. Mailed to: Warm Donors (Individual and Corporate), excluding any with 1/2 mailings per year & ARSC. Also mailed to new donor prospects from the AsureQuality Map Project (who receive a cover letter). Earthquake affected areas have been excluded. Volume: 16,864 Lodgement: 18 November 2016 Estimated Response: 2,867 Donations (at a 17% Response Rate and average gift of $68) Processing and Donor Care: CWCART (25/11)

2 CWCART - Direct Mail Nov 2016 Campaign Summary The final direct mail campaign of 2016, the Emergency Appeal, has performed extremely well. Overall The campaign has grossed over $670K 341% of the target with net income of over $632K. The key message was We need your URGENT help today your donation will help us provide the isolated communities of North Canterbury the vital support they need. Donations came from existing donors mailed the appeal, donations as a result of the newspaper adverts placed directly after the earthquake, general media coverage, and outreach to community groups. $2,531 was also received through a GiveALittle page. Both response rate and average donation was significantly higher than targeted. Overview of results Donations received: 4,955 Gross Income: $670,760 Net Income: $632,931 Overall Response Rate: 30.6% Average Donation: $ High Donations: 82 donations over $1,000 Key Success Factors & Analysis 1. A strong pack with a direct, urgent call to action for an immediate donation sent just one week after the earthquake. 2. Asking donors to donate more than in the past and high levels of personalisation in the campaign. 3. Newspaper advertising, general media coverage and outreach to community groups drove response - re-engaging past donors, motivating donors who have contacted before but not donated, and new donors from in and outside our area. 4. Donation and Donor Care systems, processes and resources were severely tested but coped.

3 CWCART - Direct Mail Nov 2016 Campaign Summary Current Donors 1. Exceeded targets for the number and value of donations received from our current donors. 2. 4,351 donations with 25.9% choosing to make a donation - against a target response rate of 17%. 3. Average Gift of $107 against a target of $68 driven by the nature of the appeal, strong/urgent targeted Asks and personalisation. 4. Sound Return on $ compared to $5.7 for Nov High level of reactivation of deeply lapsed donors, both individual and corporate, with 10+% response rates. 6. New donors (from the AsureQuality Map Project in May) had a very strong response 22%. Donor Acquisition untargeted donations received from individuals, businesses and community groups. 482 new donors with no previous contact, 185 new with previous contact but no donation, and 170 that were activated or reactivated to donate are marked as Do Not Mail (as one off gift, from outside of the area, or not wishing to be in the mail programme) and 7 community groups, leaving 490 new donors that can be contacted in future appeals (464 individuals & 26 businesses). Donor Care 1. The majority of donors were receipted within 10 business days (against a target of 5 days), given the volume of mail and phone calls. Strong use of online donation channel. 2. Donor care phone calls and calendars were sent for donations over $1,000. A thank you was sent before Christmas and adverts placed in newspapers. 3. Over 10 requests received for information on the Air Rescue Support Crew and 4 bequest information requests or notifications - all receiving follow-up. Next Steps Results analysis is informing the approach for the February Appeal with a view to retaining as many of the new donors as possible.

4 Results Campaign Lodgement CWCART - Direct Mail November Emergency Appeal 18-Nov-16 TARGETING RESULTS as at 13/01/17 Type Segment Details Target # Target RR Target Donors Target Average Expected Income Actual RR Actual Donors Actual Average Actual Income % Achieved Warm Donors Individual Core Individual Lapsed Individual Deeply Lapsed 10/10/ /10/ /10/2014-9/10/ /10/2011-8/10/ % 2793 $89.40 $249, % 530 $ $55, % 453 $90.65 $41, Corporate Core Corporate Lapsed Corporate Deeply Lapsed 10/10/ /10/ /10/2014-9/10/ /10/2011-8/10/ % 165 $ $51, % 48 $ $18, % 50 $ $17, AsureQuality From May Appeal % 135 $ $18, TOTAL WARM TOTAL WARM 16, % 2,860 $68 $194, % 4,174 $ $452, % Tepid ** Individual Tepid >4/7/16 Seeds Internal % #DIV/0! $0.00 TOTAL TEPID % 0 #DIV/0! $0.00 #DIV/0! Non-Targeted TOTAL Non-Targeted #DIV/0! 781 $ $198, #REF! #REF! #REF! #REF! #REF! GRAND TOTAL 16, % 2,867 $68 $194, % 4,955 $ $651, % Cost* Net Income* ROI* ROI (WARM ONLY)* $37,829 $613, * interim

5 Results Donor Types Donor Type Count Total Average EXISTING DONOR 4,163 $442,485 $106 NEW DONOR 428 $81,576 $191 NEW DONOR (previous contact but no donation) 185 $50,670 $274 REACTIVATED DONOR 171 $59,115 $346 Grand Total 4,947 $633,846 $128 Targeted Asks Specific amounts were asked for in the letter and Response Form (based on the donors last gift with a slight push 1.25X the last gift, 2x LG and 3x LG) the letter ask the donor to consider an exceptional donation of 3xLG. 6% donated at or above 3x their last gift, compared to 2% in May While mostly due to the nature of the appeal, asking for a exceptional gift, drove up average gift levels. 35% donated below Ask 1, compared to 11%, in May Many donors still donated at their regular donation level however the increase was influenced by the response from lapsed donors coming in at a lower level. Emergency Appeal Below Ask 1 At Ask 1 (1.25 x Last Gift) Between Ask 1 and Ask 3 At Ask 3 (3 x Last Gift) Above Ask 3 TOTAL Donations % 33% 25% 4% 2% May 2016 Appeal Below Ask 1 At Ask 1 At Ask 2 At Ask 3 Above Ask 3 TOTAL Donations % 71% 16% 1% 1%

6 Results Donation volumes over $500 type Individual type Corporate type Other Row Labels Count Existing NEW New but previous contact Reactivated Grand Total 144 Row Labels Count Existing NEW New but previous contact Reactivated Grand Total 54 Row Labels Count Existing NEW New but previous contact Reactivated (blank) Grand Total 8 Donations over $1,000 (All) Row Labels Count Existing 38 NEW 17 New but previous contact 11 Reactivated 16 (blank) Grand Total 82

7 Targeting & Projections CWCART - Direct Mail November Donor Appeal 19-Nov-16 TARGETING Segment Details Target # Target RR Individual Core last transaction within last 12m 10/10/ /10/ Individual Lapsed last transaction 13-24m ago 9/10/2014-9/10/ Individual Deeply Lapsed last transaction 25+m ago up to 5 years 8/10/2011-8/10/ Target Donors Target Average Expected Income Estimated Cost Net Income ROI Corporate Core last transaction within last 12m 10/10/ /10/ Corporate Lapsed last transaction 13-24m ago 9/10/2014-9/10/ Corporate Deeply Lapsed last transaction 25+m ago up to 5 years 8/10/2011-8/10/ , % 0 #DIV/0! $0 TOTAL WARM TOTAL WARM 16,185 Individual Tepid >4/7/16 29 AsureQuality From May Appeal 641 Seeds Internal 9 #REF! #REF! #REF! #REF! #REF! #REF! GRAND TOTAL 16, % 2,867 $68 $193, $33,695 $160, Additional Personalisation 57 donors with significant donation potential or a recent significant gifts, received personalised Christmas cards signed by Christine and the staff. 19 bequest prospects, or those that have pledged a gift in the their will, also received hand signed Christmas cards. EXCLUDED AREAS Cheviot 125 Culverden 66 Kaikoura 227 Kekerengu 1 Rotherham 25 Waiau 64 TOTAL 508 MAILED STILL Greta Valley 19 Hanmer Springs 72 Hawarden 96 Picton 3 Scargill 1 Waikari 35 Waipara 12 TOTAL 238

8 Envelopes - & Return (BRE) Outgoing (Maxpop) for main pack Return (BRE) for donations Receipt (DLE)

9 Letter Main Pack

10 Letter Main Pack

11 Response Form

12 Insert Christmas Card

13 Cover letter to new AsureQuality donors

14 Website home page banner - click through to donation page

15 Advertising, PR & Social Media News paper ads driving donors to the website or to mail/phone GiveALittle cause page set-up CTV and Press/Stuff interviews Supporting Facebook posts driving donors to the website s 1 per week driving donors to the website Other promotions Calendar & Charms Appeal Donations - Channels and handling By mail continue to process all acquisition as separate batches and receipt with welcome letter and calendar flier from CWCART process all appeal donations (include all old campaigns in this one from now on) to Nov appeal - receipts to SD (from 28 th Nov) donor care as normal By Air Rescue Website (in to Fundraiser) Existing donors (no receipt as normal, donor care as normal) New donors (no receipt as normal but send welcome letter, donor care as normal) By phone Existing donors (receipt and donor care as normal) New donors (receipt and welcome pack letter included with as normal but send welcome letter, donor care as normal) By Everyday Hero (Liz monitoring) Already receipted, donor care if possible, will look to bring in new donors in a couple of weeks NOTE: AsureQuality duplicate donors (with AQ on RM) For new donors receipt as normal and will do a separate welcome letter Fix up any duplicates upon feedback (archive new record after transferring any up to date details to existing record, make a note they are an AsureQualty 2016 Donor in the Reference Field NOTE re: charm and calendar orders from new supporters treat as new donor

16 Receipt Dear «salutation» Thank you for generous donation of $«total». Your receipt is below and I just wanted to let you know how much your support means. In response to the devastating earthquakes in and around Kaikoura, we pulled all our resources from across the South Island to be put into the relief effort. The sheer operational and rescue support required is unprecedented. With no road access we will continue to be a lifeline; flying food, crews and critical medical supplies into the area and transporting affected people out. As we head in to our busiest time of the year, the Westpac Rescue Helicopter and West Coast NZCC Rescue helicopter will also need to be there for every patient across our region in a medical emergency or accident. More than ever, we needed your help. Thank you for putting your hand up and standing by the crew. With your support, we will be there for the communities affected by the earthquake and for all people across Canterbury and the West Coast. Thank you again for your support and we wish you a safe and happy Christmas. Calendar flier included with receipt Yours sincerely.