advizor-how-increase-your-annual-giving-revenue

How to Increase Your Annual Giving Revenue by Sending and Calling Less Copyright 2015 Today’s Presenter: • Doug Cogswell o President & CEO, ADVIZOR Solutions o 15 Years in the Business Intelligence Sector o Extensive data analytics experience o and client strategy consulting experience o 200+ fundraising clients o B.A Physics from Dartmouth, Harvard MBA o Well regarded by Gartner, Forrester, etc Copyright 2015 Why Annual Giving Matters • Revenue • Key to Attachment (aka engagement or affinity)… • … and Major Giving cultivation Copyright 2015 Tactical AND Strategic Considerations Message Media Prospect Timing Copyright 2015 Some Definitions • Lybunt: Current Donor // Gave in the last full FY • Sybunt: Lapsed Donor // Gave sometime, but not in the last full FY • Non-Donor: Never gave and • Current Year Donor: Has given this FY Copyright 2015 Tactical: Focus & Timing Copyright 2015 Strategic Behavior Top Performers Typical • Top line focus • Strategic metrics • Send to everyone • Segment prospects • Generic messages • Don’t experiment vs • Targeted messaging • Experiment & adjust Copyright 2015 Top Line: Is This Good or Bad? • Solid top line growth: Copyright 2015 Solid Top Line … Eroding Base • Solid top line growth: • Two key sub-components: But: Donors Down by 1/3 in years Result: Weak & Declining Participation High End Annual focus; nice increase in Gift Size Copyright 2015 Strategic Participation Am I growing my donor base over time? Donor stability Once I acquire a donor, how good of a job am I doing at keeping him/her? When donors lapse I a good job of getting them back? Appeal yields Is my messaging connecting with my constituents? Am I using the right media to reach them? Touchpoints Am I soliciting with the right frequency? Avg gift size trends Are my donors giving more over time? Copyright 2015 out of 34 Appeal Programs Are Clearing Target 2% Yield What makes them different?? More Personal Letters Sent to known groups by class agents Focused message medical professionals Focused message for reunion classes Copyright 2015 But Half (16) Yield Using Existing Data to Segment Messaging & Improve Results (with Northern Illinois University) Donor Retention, Acquisition, and Appeal Targeting (with the University of Florida) Copyright 2015