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Stuart McCoy - IoF NE networking event 150715

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Stuart McCoy - IoF NE networking event 150715

  1. 1. Tips, Tricks & Freebies Using Data to Improve Your ROI IoF North East SiG Bi-Monthly Meeting - 15th July 2015
  2. 2. The Gutenberg Press The original revolution in information technology came not with the microchip but with the printing press in 1440. This was the first time that standardised information had been made available to the masses.
  3. 3. Post Gutenberg Press
  4. 4. Mass production of set, more uniform information than before but… As with the early days of the World Wide Web and many fundraising databases, the quality was still poor, and… …exposure to so many new ideas can be confusing Post Gutenberg Press
  5. 5. Supporter Information
  6. 6. What data is important? What type of data should we collect? Where are the sources for data? Data Capture
  7. 7.  Age  Marital Status  Gender  Business Title  Email address  Business/home phone  Others? Biographical Contact Giving History  Last Staff Contact  Event Attendance  Last Solicitation  Amount of Last Solicitation  # of Contacts Overall  # of Contacts in last 3 years, 5 years  Others?  First Gift Date / First Gift Amount  Last Gift Date / Last Gift Amount  Total Giving / Total # of gifts  Largest Gift Amount / Largest Gift Date  Average gift (annual vs. major)  Other factors? Data Types
  8. 8. What Do Your Donors Look Like?
  9. 9. What Do Your Donors Look Like? Using data to maximise supporter relationships: • Have you profiled your data? • Do you know what significant differences exist between your key supporter groups?
  10. 10. Supporter Profiling Take all key variables and build pen portraits of your active and lapsed supporter segments: wealth, gender, UK region, age, tenure, RFV, cLTV, transactional behaviour, etc. Then establish what statistically significant differences exist between different cohorts of supporters in terms of behaviour, demographics and attitudes.
  11. 11. Why Profile your Supporters? • Understand the key characteristics of your different supporters • To find lookalike prospects for the key fundraising products • To support and validate targeting/propensity models • To assess how homogenous your supporter base is • Look for ‘White Spaces’ for potential product innovation • Inform product portfolio analysis (lifetime of your fundraising products) • Inform copy, creative and proposition • Identify those supporters who ought to be excluded from various activity (eg: reactivation, upgrade, etc.) because they are unlikely to break even • Profiles can also be used to significantly reduce costs and improve the match rate when conducting wealth screening for high value donors and legacy prospects ImproveMyData.com For free demographic profiles of your different supporter groups
  12. 12. Loyalty & Engagement
  13. 13. • Response ratios, average value, lifetime value, etc. • MONTHLY retention/attrition reporting • LYBUNT • Supporter Profiling • Targeting models • Build an engagement score Adrian Sargeant estimates that a 10% increase in retention can result in a 200% increase in supporter Lifetime Value Loyalty & Engagement
  14. 14. Modelling Donor Engagement Take all positive supporter actions: Giving (RFV) Response Ratio No. areas ‘present’ in (cash giving, DD, Legacy, volunteering, etc.) Email actions (open, click through, response) Membership and specialist communications/publications sign ups Has a valid address, email and telephone Opt-outs (downgrade their score), etc. Then build a segmentation or simple score for every supporter to gauge how into you they are (could be any type of data model but a FUZZY MODEL works just as well) This has direct application to your communications planning, supporter development program, pricing strategy and targeting AND can also be used as a variable in itself within your data models
  15. 15. Data Quality
  16. 16. Data Quality Good data quality is VITAL! One-fifth of revenue is typically lost to poor data quality (‘Data Strategy’ – March 2008). Variety of data is VITAL! Not every organisation has the budget but consider data enhancements such as ACORN/Mosaic and Date of Birth. Are regular data quality control reports being run in your organisation? What regular, accurate, timely reporting do you have in place? Conduct data cleaning before mailings, especially if you are contacting long-lapsed supporters (Mortascreen, NCOA, gone away, etc.) ‘Stay close to your donors’ – Mal Warwick. Get personal with your donors by designing a supporter questionnaire. Ask why they support your organisation (deduce their proximity to cause). See p147 of ‘Fundraising When Money is Tight’.
  17. 17. Data Quality • Data Cleaning • Deceased, Gone Aways • National Change of Address (NCOA) • TPS, MPS • Address cleaning Case Study ‘A’ - small charity with £1m annual fundraised income ImproveMyData.com Free online service from CallCredit Upload distinct supporter segments, eg: long-lapsed donors, for gone away and deceased screening Name and address validation, eg: correcting missing/incomplete postcodes MPS & TPS
  18. 18. Legacy Fundraising
  19. 19. Legacies • Long-term loyal support • Connection to the cause • Retired, cash-poor, asset rich supporters can often be excellent legacy prospects • Consideration of bequests: 49 years old • IoF Insight SiG training: ‘Pinpointing Pledgers’ • IoF Legacy & In Mem SiG
  20. 20. Legacies Elements that make a good legacy donor may differ from charity to charity. Certainly the importance, or ‘weighting’, that you put on each element, or variable, will differ. ‘Miss’ aged 50+ Committed Giving status Wills Guide status Recency of last Cash gift Affluence - geo-demographic overlay Lifestage - geo-demographic overlay Gift Aid Status Lifetime no. of donations Values of first and last donations Unprogressed legacy enquiries Number of active relationships Evidence of engagement
  21. 21. Reporting
  22. 22. Reporting 1 - I have a connection with disability myself 2 - A member of my family is disabled 3 - Another person I know is disabled 4 - I have a professional connection with disability 5 - I have no connection with disability 9 - No response 7% 6% 1% 7% 3% 11% 5% 14% 17% 20% 15% 43% 17% 16% 25% 22% 21% 25% 12% 22% 22% 6% 12% 11% 7% 2% 11% 14% 44% 42% 45% 44% 38% 35% 42% 3% 1% 2% 1% 2% 3% 2% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% CA CG H2H LG PYRL RF UP 5 4 3 2 1 Connection with Disability
  23. 23. FastStats Microsoft Dynamics SAS Business Objects IMASRO Blue Tahiti BBPM The Information Edge Crystal Reports Smart Focus QlikView Portrait Unica Oracle Business Intelligence Tableau Alterian Common Reporting Solutions
  24. 24. Your first and most important question following the reporting requirements gathering phase ought to be: “To what extent can we deliver the project requirements using our EXISTING internal assets and resources with no significant adverse impact on the day-to-day?”  Excel Pivot Tables Reporting Projects
  25. 25. Project Management The more complicated the solution the bigger the risk, the greater the cost and greater the resource to maintain an effective, working solution.
  26. 26. Free Tools
  27. 27. Free Map Tools • xxx
  28. 28. Free Map Tools Free Map Tools Can be used to geographically target your best prospects for legacy focus groups, prospect days, etc. Gives you all postal sectors within a chosen radius of a UK postcode http://www.freemaptools.com/find-uk-postcodes-inside-radius.htm
  29. 29. Scientific Management
  30. 30. Scientific Management Fredrick Winslow Taylor ‘The Principles of Scientific Management’ (1911) Process management, time analysis, logic, work ethic, rationality, standardisation of best practices • Analyse your processes and protocols • Talk to everyone involved • Put in place essential reporting • Overlay prospect volumes, income and costs • And in particular, look at how long it takes for a prospect to be researched, approached and re-approached • Scenario plan
  31. 31. Prioritisation of Your Prospects in the Major Donor Pipeline A recent wealth screening exercise has matched 500 warm, high net worth individuals. How do you go about prioritising which ones to research and approach first so as to yield maximum returns? And what is most important, the estimated net worth of the individual or the likelihood that they will donate? How might creative data insight help?
  32. 32. Process Audits Audit Your Internal Processes Is all legacy data capture being added to the database promptly? Welcome pack process and other warm lead generation for pledgers. Review and audit your warm legacy supporter programme. Who else within the organisation is communicating with your active legacy supporters? Keep a tab on it. Start and end dates of legacy relationships Major Donor prospecting – capture all actions, calls, comms, etc. Wealth Screening: Wealth Engine freebies
  33. 33. Research
  34. 34. Research Studies & White Papers Health, Wealth and Charitable Estate Planning Russell N James, University of Georgia, 2008 Neuroimaging & Legacy Marketing Russell James, University of Georgia, 2013 Charitable Bequests & Wealth at Death in Great Britain Atkinson et al, University of Southampton, 2009 Seasonal Patterns in Household Giving in the UK City University London, 2008 The Fundraisers Guide to Mid-Value Donors Bluefrog, 2007 The Fundraisers Guide to Lapsers Bluefrog, 2009
  35. 35. DM Insight Stuart McCoy - Data Strategy Consultant stuartdmi@ymail.com 07980 767566

Hinweis der Redaktion

  • So we start with three basic questions.
  • Some of this will come from research, some from external screening, but much of it is internal. Establishing an organisation-wide perspective for analytics involves understanding what data other departments may have, how much of it is useful for your purpose and how much of it can be accessed by you and your team. The ideal is to communicate and share data on a regular basis.