But We Are Fundraisers! Strategies for Cultivation and Retaining Donors Jessica Cassidy, The New York Public Library Elena Consalvo, Save the Children Joseph Gomez, PS | PS Digital

The New York Public Library Mission Statement: Inspire lifelong learning, advance knowledge, and strengthen our communities ƒ A unique combination of 88 neighborhood branches and four scholarly research centers, bringing together an extraordinary richness of resources and opportunities available to all.

Save the Children Mission Statement: Save the Children believes every child deserves a future. In the United States and around the world, we give children a healthy start in life, the opportunity to learn and protection from harm. We do whatever it takes for children – every day and in times of crisis – transforming their lives and the future we share.

State of the Industry

2015 Contributions by Source & Category

$373.25 billion given to charities in 2015 — 2.1% of GDP — up 4.1%. Lots of money up for grabs! Source: Giving USA 2015 Highlights

Five-Year Overall Donor and New Donor Trends

2% 0% -2%

Hurricane Sandy

Japan Earthquake

-4%

All Donors -5.9%

-6% Winter Storm Juno

-8% -10%

Nepal Earthquake

-12%

Typhoon Haiyan & Government Shutdown

-14% -16%

New Donors -16.5%

Q1 2016

Q4 2015

Q3 2015

Q2 2015

Q1 2015

Q4 2014

Q3 2014

Q2 2014

Q1 2014

Q4 2013

Q3 2013

Q2 2013

Q1 2013

Q4 2012

Q3 2012

Q2 2012

Q1 2012

Q4 2011

Q3 2011

Q2 2011

Q1 2011

-18%

*Source: Target Analytics Q1 2016 donorCentricsTM Index of Direct Marketing Fundraising

Case Study: Friends of The New York Public Library

A Public/Private Partnership FY15 NYPL Revenue

Fundraising at NYPL Annual Fund Contributions Unrestricted Bequests 13%

Individuals 48%

Events 23%

Corporations 8%

Foundations 8%

The New York Public Library Membership Programs President’s Council Conservators Young Lions

85 members giving $25K + 520 members giving $1,500 - $24,999 350 members (aged 20-40) giving $350 - $10K

Friends of The Library 30,000 members giving $25 - $1,499 Schomburg Society 9,000 members giving $35 - $5,000+

Feeling Friendly?

Friends of the New York Public Library Annual Renewal 6 effort Membership Renewal Series at start of Calendar Year 4 major Special Appeals 1 million+ pieces of mail

5 million+ fundraising emails

10 Stewardship Emails 7-8 Stewardship Mail Pieces (12% of Expense Budget) 8 Events

Friends of the New York Public Library Communications Matrix

Direct Mail Pieces

Digital Campaigns

Stewardship

A Multi-Channel Journey

Retention Tidbit: ; Auto-Renew Pre-Checked!

Case Study: Save the Children

Save the Children In addition to a robust one-time business which includes a Gift Catalog, Save the Children has two recurring products – Child Sponsorship and Partners for Children

Partners for Children Recurring Donor Program $16,000,000

60,000

$14,000,000 50,000

$12,000,000 40,000 $10,000,000

$8,000,000

30,000

$6,000,000 20,000 $4,000,000 10,000 $2,000,000

$0

-

2013 Total

2014 Total

2015 Total

2016 Total

2017 Total

2018 Total

2019 Total

2020 Total

Partners for Children Welcome Self Mailer

2015 Welcome Stream Overview and Results New recurring donors receive 3 welcome emails followed by monthly retention messages. These messages have been highly personalized and targeted to speak directly to the Partners for Children program. Day 6

Day 12

Day 22

Day 33

Day 53

Day 73

Day 101

Day 135

Day 157

Day 187

Daily

EMAIL 1 Welcome

EMAIL 2 Thank You Video

EMAIL 3 Thank You from the Field

EMAIL 4 USP #1 Hero at Home

EMAIL 5 Shareable Social Meme

EMAIL 6 Impact eNews #1

EMAIL 7 P2P

EMAIL 8 Before & After

EMAIL 9 USP #2 Miss Jackie

Email 10 Impact eNews #2

Birthday

Month 2

Month 3

Month 4

Month 5

Month 6

Month 7

Month 1

Sent

Received

Opened

Open Rate

Clicks

Click Rate

21, 374

20,396

8.350

39%

809

4%

Partner for Children – Email Stream

Email 1

Email 2

Email 4

Email 3

26

Partner for Children – Email Stream

Email 5

Email 6

Email 7

Email 8 27

Partner for Children – Email Stream

Email 9

Email 10 28

Partner for Children Personalized Landing Page • The page is promoted in the Welcome Mailer, emails and SMS • Positive trends; bounce rate continue to decline month over month and the pages/session duration are increasing • Next Steps: Migrating the landing page into new MyAccount which will include options to selfserve, upgrade, change credit card info, etc.

SMS #Partner4Children • Opt out rates are low and lower than our agency average

Partner for Children Social Media Posts

Partner for Children Social Media Metric Details

Save the Children Mid-Level Program $7,000,000

$1,800

$1,627 $1,600

$6,000,000

$1,388

$6,411,957

$1,284

$1,400

$5,132,038

$5,000,000

$1,104

$1,200

$4,354,945

$4,000,000

$1,000

$3,545,212

$800

$3,000,000

$600 $2,000,000 $400

$1,000,000

$200

$0

$0 2012

2013

Gross Revenue

2014

Annual Giving Per Donor

2015

Mid Level Stewardship/Cultivation Calendar Mid Level New Donor Contact Strategy Channel

Touch 1 Touch 2 Touch 3 Touch 4 Touch 5 Touch 6

Phone and Postal only

Phone

Phone

Letter

Phone

Ad-hoc Mailing

Phone, Email and Postal

Phone

Email F/U

Letter

Phone

Email F/U

Phone

Email and Postal

Email

Notecard

Letter

Email

Email

Ad-hoc Mailing

Notecard Notecard

Letter

NotecardAsk

Postal only

Touch 7

Touch 8

Phone-Ask Notecard(YE) Ask (YE) Ad-hoc Mailing

Touch 9

Total 6-8 touches

Phone-Ask (YE) Email-Ask 8-12 touches

Email-Ask Notecard-Ask (YE) (YE)

7-9 touches 4-5 touches

• A contact calendar provides guidance for donor communication path prior to engagement once a donor responds to outreach, a custom donor journey is created. • Ad-hoc mailings include Mission Support Fund Proposals, Invitations to Special Events, our Annual Report and special event invitations • July 2016- we launched the ‘Kate font’. 3 Segmented pre-printed letters created for mini mass mailings 34

New Retention Tools Implemented Mid Level Landing Page • • • • •

www.savethechildren.org/LeadershipCircle Soft launch in April with content being refreshed quarterly. Rolling out this summer with Leadership Circle messaging Most current SG Appeal is highlighted with CTA 75 views (through 6/14/16); 3 gifts totaling $3,500

35

New Retention Tools Implemented Mid Level Welcome Experience • August 2016: New welcome stream will be implemented to 3 mid-level segments: New to File, Lapsed and Upgrades • Month 1: Welcome packages will be sent out bi-weekly, which will include a welcome letter and a DVD • Month 2: A survey will be sent • A new email Welcome Stream is also being created which will replace the current creative featuring a similar pattern to the mail stream

36

New Retention Tools Implemented Sample Welcome Letter

Sample Welcome Email

37

New Retention Tools Implemented BBEC Moves Management • Implementing BBEC prospect management tool called Moves Management that will support and manage cultivation tactics and timing. • Approximately 10% of portfolio will have a ‘plan’ created. – A plan provides the prospect manager actions to engage the constituent and secure a gift for a given fiscal year. Each plan has a pre-defined set of required actions that need to be performed and milestone steps. Completing steps moves the fundraiser through the stages of the plan from initial discovery to stewardship. • Fully implemented by August 1st

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Highlights to Date – In House Rep Dashboard*: • • • •

Total donor portfolio: 291 % Engagement: 13.4% (39 donors) Donors that gave subsequent gifts FY16: 10 donors Revenue: $16,890; Average gift: $649.62 Donor Interactions (513 Interactions)

Portfolio Profile

47%

New to File

53%

29%

13%

Phone Email

Upgrades

58%

*as of June 14, 2016

39

Mail

Save the Children Gifts of Joy Catalog • The Gifts of Joy Catalog is an alternative way for our current donors to give to Save the Children and we also acquire new donors through the Gift Catalog • Gifts of Joy is an evergreen presence on our website and mails in the Spring (Mar/April) and at the end of the year (Oct/Nov & Dec)

Save the Children

Value of a Gift Catalog Donor CY PY Donors PY Revenue CY Donors Revenue

CY Avg. Gift

CY Gifts/ CY Rev/ Donor Donor

Acquisition

29,141 $

862,153

6,549 $ 468,058 $

43

1.67 $

71

Gift Catalog

3,493 $

702,315

644 $ 337,740 $

223

2.36 $

524

CY Donors 644 , 9%

CY Revenue

$337,740 , 42% $468,058 , 58% 6,549 , 91%

Acquisition

Gift Catalog

Acquisition

Gift Catalog

42

Gifts of Joy Thank You Mailer

Gift Catalog Social – Instagram Gift Catalog Total Posts: 3 Total Engagements: 10,360 Likes: 10,283 Comments: 101 Avg. Weighted Engagement per Post: 3,485 Save the Children Total Posts: 152 Total Engagements: 483,479 Avg. Weighted Engagement per Post: 3,215

Top Post: 3,481*

Top Post: 3,590*

*Avg. weighted engagement average per post is the calculation of engagements that are weighted by their level of effort divided by the total number of posts per channel.

Source: Sprout Social from 1/1 to 6/20/16 by S. Straub

44

Gift Catalog Social – Twitter

Top Post: 222*

Gift Catalog: Total Posts: 5 Spring: 2 Mothers Day: 3 Total Reach: 7,495,088 Total Engagements: 451 Favorites:248 Retweets: 191 Replies: 12 Avg. Weighted Engagement per Tweet: 169 9 Save the Children Top Post: Total Posts: 1,537 355* Total Reach: 1,578,435,136 Total Engagements: 119,196 9 Avg. Weighted Engagement per Tweet: 109 Source: Sprout Social from 1/1 to 6/20/16 by S. Straub

*Avg. weighted engagement average per post is the calculation of engagements that are weighted by their level of effort divided by the total number of posts per channel.

45

Gift Catalog Social – Facebook Gift Catalog Total Posts: 4 Spring: 2 Mother’s Day: 2 Total Reach: 265,681 Likes: 12,250 Comments: 182 Shares: 1,181 Engagements: 13,613 Avg. Weighted Engagement per Post: 5,385 Save the Children Total Posts: 413 Total Reach: 31,650,451 Total Engagements: 814,900 Avg. Weighted Engagement per Post: 2,531 Source: Sprout Social from 1/1 to 6/20/16 by S. Straub

Top Post: 11,148*

*Avg. weighted engagement average per post is the calculation of engagements that are weighted by their level of effort divided by the total number of posts per channel.

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Drum Roll Please…

Overall Retention Rate 68.00%

65.7% 16,814 dnrs

66.00% 64.00%

62.5% 19,148 dnrs

61.3% 16,263 dnrs

62.00%

58.8% 16,865 dnrs

60.00% 58.00%

55.4% 14,935 dnrs

56.00% 54.00% 52.00% 50.00% 2011

2012

2013

2014

2015

Core Stats

Gifts Per Donor

Planned Giving Planned gifts (primarily bequests) generate nearly $11 million annually ƒ Per NYPL policy, the first $2.5 million in unrestricted gifts received each year is directed to operations (annual fund) ƒ Additional unrestricted gifts are directed to funds functioning as endowment, and are credited to the campaign The Bigelow Society (NYPL’s planned giving society) ƒ 990 members ƒ Members have informed NYPL of 1,200 pending planned gifts ƒ The estimated value of pending planned gifts exceeds $200 million

“Less than a week after the death of Roxanne Donor, we got a call...NYPL is sole residuary beneficiary of her estate. Seems that Ms. Donor’s retirement plans alone have more than $2 million, so looks as if this will be a seven-figure bequest. Prototypical donor story: modest but consistent annual gifts, topping out at $250 earlier this year, just shy of $3,500 total lifetime.”

“We have now received two $38,500 distributions from the estate of Rita Letta. Letta was a loyal Friend from 1986 to 2012, making $100 gifts from 1996 until 2012 and total lifetime giving of $2,654. “We expect at least one more distribution which will bring estate total up to $100,000 or so. This one was illustrative of the "average" bequests that shore up our numbers -$100 Friends matter even after they die!”

Estate Gifts

Distributions from Friends: 42% - $20.5 million from 64 estates

Distributions from non-donors: 7% - $3.4 million from 12 estates

One Year Snap Shot

FY14 Estate Distributions: $49 million from 88 estates

Distributions from Conservators+: 51% $25.1 million fro 12 estates

Friends Impact Estate Distributions vs. Lifetime Giving

FY14: $20.5 million vs. $320,000

Distributions $20.5 million

Lifetime Giving $320,000

Peer Direct Mail 1st Year Retention Rates

57

Peer Direct Mail Multi Year Retention Rates 77% 80%

66% 61%

70%

56%

57%

58%

70%

59%

60%

50%

40%

30%

20%

10%

0%

58

Save the Children 2006 – 2014 Undesignated Giving

[CATEGORY NAME] [CATEGORY NAME]

[VALUE], [PERCENTAGE]

[VALUE], [PERCENTAGE] [CATEGORY NAME] [CATEGORY NAME] [VALUE], [PERCENTAGE] [VALUE], [PERCENTAGE]

$403,000 Planned Gift in 2007

Roslyn

Great Potential!

$50,000 Ack 2015

$25 Gift in 2005 Acquisition

$100 gift in 2014 Acquisition

Iris $427,000 Planned Gift in 2014

$84,000 Planned Gift in 2015

$40 gift in 2012

$100 gift in 2012

$50 gifts in 2007 & 2008

$100 & $50 gifts in 2010 & 2011

Joseph

Laurette $25 gift in 2005 Acquisition

$100 in gift 2006 Acquisition

60

But We Are Fundraisers! Strategies for Cultivation and Retaining Donors

Jessica Cassidy Director, Membership and Online Giving The New York Public Library 212-930-0968 [email protected]

But We Are Fundraisers! Strategies for Cultivation and Retaining Donors

Elena Consalvo Senior Director, Mass Market Fundraising Save the Children [email protected]

But We Are Fundraisers! Strategies for Cultivation and Retaining Donors

Joseph Gomez Business Development Director PS | PS Digital 516-429-6143 [email protected]