10. Types of data available
• Environmental
- how much is given, growth, competition
• Analytical
- your growth, your donor behavior
• Personal
- transactions, bequest status, motivations
11. Using Environmental data
to benchmark
$0
$5
$10
$15
$20
$25
$0
$5,000,000
$10,000,000
$15,000,000
$20,000,000
$25,000,000
$30,000,000
$35,000,000
$40,000,000
2002 2003 2004 2005 2006 2007 2008 2009
Total Income Avg Gift
12. Using Analytical data
to answer these questions
• What is the biggest variable driving
attrition?
• What is the best time to ask for a 2nd gift?
• Are my donors giving at the level I ask
them?
• Which acquisition source delivers the best
value?
18. • Develop a 2nd gift strategy designed to:
– Thank quicker
– Include a ‘non ask’ feedback letter before next ask
– Find the best time to ask for a 2nd gift
– Focus on monthly giving
What this allowed BC Cancer to do
19.
20. They found the optimum
time to ‘convert’
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
2 3 4 5 6 7 8 9 10 11
Weeks since Gift
Converted
21. • Determine the best time to approach new
donors with a monthly conversion request
What this allowed the Heart
Foundation to do
22. • Determine the best time to approach new
donors with a monthly conversion request
• Look at ways to increase average gift value at
point of recruitment
– As higher value recruits more likely to ‘convert’
What this allowed the Heart
Foundation to do
23. • Determine the best time to approach new
donors with a monthly conversion request
• Look at ways to increase average gift value at
point of recruitment
– As higher value recruits more likely to ‘convert’
• Understand that initial cash value drives
future monthly value
What this allowed the Heart
Foundation to do
27. • Say things like:
“A donor acquired in 2005 by <insert channel>
is worth $450 whereas a donor acquired in
2005 by <insert channel> is worth $200”
What this allowed SickKids to do
28. • Say things like:
“A donor acquired in 2005 by <insert channel>
is worth $450 whereas a donor acquired in
2005 by <insert channel> is worth $200”
• Focus on areas generating the best real return
What this allowed SickKids to do
29. • Say things like:
“A donor acquired in 2005 by <insert channel>
is worth $450 whereas a donor acquired in
2005 by <insert channel> is worth $200”
• Focus on areas generating the best real return
• Understand implications of future program
decisions
What this allowed SickKids to do
32. • Recruitment
Source
• Gender
• Payment Method
• Payment
Frequency
• Age
• Amount
• Email Provided
• Home Phone
• Work Phone
• Mobile Phone
What really drives attrition of
street recruits?
34. • Age is the most significant factor in predicting
Year 1 attrition
• Payment type is significant, with credit card
payers more likely to attrite
Insights: what we found
35. • Predict future value of supporters
• Prioritize spend
• Identify high risk supporters and treat them
differently
What this allowed Amnesty to do
37. No. of
donors
Terminated
Attrition
Rate
Total months
since 2008/01
Avg months
given
Total Value since
2008/01
Included 3,434 287 8.36% 54,510 15.87 $14,334,329
Excluded 3,433 295 8.59% 53,979 15.72 $13,176,515
Monthly Givers: to mail or not to mail
38. EXTRA DONATIONS GENERATED
No. of donors
responded to
Appeal
Resp.
Rate
No. of
gifts for
Appeals
TOTAL
AMOUNT
RAISED
No. of
Other Gifts
Amount raised
from Other Gifts
Included 896 26.09% 1,184 $1,080,230 219 $574,841
Excluded 0 0.00% 0 0 273 $239,319
Monthly Givers: to mail or not to mail
39. • Prove that monthly donors will continue to give
onetime gifts
What this allowed them to do
52. A recap
• Large focus on a struggling cash program
• Lots of time spent on events that weren't
making money
• Had scaled back spend on acquisition
• Elderly database
• Spend or close their doors
61. • They told it like it was – Crisis appeal
• Got personal with donors
• Focused on areas of growth – monthly giving,
bequests
So, what did they do?
62.
63.
64. • They told it like it was – Crisis appeal
• Got personal with donors
• Focused on areas of growth – monthly giving,
bequests
• Were prepared to spend now, reap returns
later
So, what did they do?
65. • They told it like it was – Crisis appeal
• Got personal with donors
• Focused on areas of growth – monthly giving,
bequests
• Were prepared to spend now, reap returns
later
• Looked at what others were doing
So, what did they do?
73. A Recap: Types of data available
• Environmental
- how much is given, growth, competition
• Analytical
- your growth, your donor behavior
• Personal
- transactions, bequest status, motivations
74. A Recap: Data you must have
• Environmental
- how much is given, growth, competition
• Analytical
- your growth, your donor behavior
• Personal
- transactions, bequest status, motivations
75. A Recap: Data you must have
• Environmental
– Understand where growth is coming from
– Look around at what others are doing
– Benchmarking is about more than comparative
data
76. A Recap: Data you must have
• Analytical
– Look deeper than top line measures
• Net Income v ROI
79. A Recap: Data you must have
• Analytical
– Look deeper than top line measures
• Net Income v ROI
• Net value to data v cost to acquire
80. • You want to be able to say:
“A donor acquired in 2005 by <insert channel>
is worth $450 whereas a donor acquired in
2005 by <insert channel> is worth $200”
Cost to acquire is just one measure
81. A Recap: Data you must have
• Analytical
– Look deeper than top line measures
• Net Income v ROI
• Net value to data v cost to acquire
• What you asked for v what was given
87. • Scan environmental data to look at what
others are doing
• Dig deeper within your analytical data
Final takeaways
88. • Scan environmental data to look at what
others are doing
• Dig deeper within your analytical data
• Get personal with your donors
Final takeaways
89. • Scan environmental data to look at what
others are doing
• Dig deeper within your analytical data
• Get personal with your donors
• Be disciplined with your direct marketing
Final takeaways
90. • Scan environmental data to look at what
others are doing
• Dig deeper within your analytical data
• Get personal with your donors
• Be disciplined with your direct marketing
• Apply the Pareto Principle. Spend time where
you will get the greatest return
Final takeaways
96. This sprightly great-grandmother has
dedicated her life to helping
impoverished children nationally and
internationally.
Ethel’s first donation was a
child sponsorship of a little girl in
Pakistan.
97. She then sponsored two aboriginal
boys in Canada. With five children
of her own, Ethel and her family
were more than happy to give
what they could.
98. She then sponsored two aboriginal
boys in Canada. With five children
of her own, Ethel and her family
were more than happy to give
what they could.
Over the years, she supported
dozens of children in many countries
throughout the world.
99. Since joining in 2004, Ethel has
continued to be a generous
supporter of Canadian Feed the
Children’s programs.
100. Since joining in 2004, Ethel has
continued to be a generous
supporter of Canadian Feed the
Children’s programs.
Nowadays, Ethel crochets and
knits quilts, which she sells to
raise funds for CFTC.
102. Ethel explains her situation like this:
“I can’t walk, I can’t sit up
too well, but my hands are fine,
and as long as my hands work,
I will keep making quilts to help
children in need.”
103. This man by the name of Tony
called the Breast Cancer Foundation
of Singapore one day…
QuickTime™ and a
decompressor
are needed to see this picture.
104. …to say that he was auctioning a
collection of coins belonging to his
sister Cheryl, who had died of breast
cancer.
105. …to say that he was auctioning a
collection of coins belonging to his
sister Cheryl, who had died of breast
cancer.
Prior to Cheryl’s death, a volunteer
counsellor with the Breast Cancer
Foundation who was a breast
cancer survivor herself, had visited
her.
106. Cheryl found great comfort from the
visit of the counsellor and the help
from the Breast Cancer Foundation.
107. Upon Cheryl’s death, Tony felt that a
good way of appreciating the service
and commitment of the Breast
Cancer Foundation…
108. Upon Cheryl’s death, Tony felt that a
good way of appreciating the service
and commitment of the Breast
Cancer Foundation…
was to donate the sum raised from
the auction of his coins.
110. Sue, a donor from Ohio,
demonstrated a high level of passion
and personal commitment to
Operation Smile.
QuickTime™ and a
decompressor
are needed to see this picture.
111. Sue has recently helped more than
53 children receive new smiles
through per personal donations and
fundraising.
112. Sue has recently helped more than
53 children receive new smiles
through per personal donations and
fundraising.
Sue first learned about Operation
Smile on TV back in December 2004.
113. At that time she called and made a
$240 donation for a single smile
surgery.
114. At that time she called and made a
$240 donation for a single smile
surgery.
Later, moved by what she had
learned, Sue carried the message of
Operation Smile to her co-workers,
customers and friends.
115. Sue is a hairdresser and with the
support of co-workers, she
established an “Operation Smile
Day” each month at her shop where
her tips and contributions by
customers are donated to Operation
Smile.
117. Sue then took the next step and
made a commitment to hold a
fundraising event and organized a
special evening in April.
118. Sue then took the next step and
made a commitment to hold a
fundraising event and organized a
special evening in April.
All proceeds were donated to
Operation Smile.
124. After making sure that he would
never be identified…
he took out of the envelope a bank
cheque for $375,000,
crossed out his name and
endorsed it to the foundation.
125. He then said that he was
86 years old and that
“there will be more for you in the
future, but don’t give your hopes up
as we live to a really old age!”
130. The Pareto Group exists to make the world a
better place, by expanding the not-for-profit
sector's capacity worldwide to ensure as
many beneficiaries are helped as possible.
jonathon.grapsas@paretofundraising.com
www.jonathongrapsas.blogspot.com
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www.paretofundraising.com
