Driving Fundraising Income & Database Growth

Driving Fundraising Income & Database Growth About The Fred Hollows Foundation Vision The vision of The Fred Hollows Foundation is for a world whe...
Author: Eleanor Gibbs
3 downloads 0 Views 2MB Size
Driving Fundraising

Income & Database Growth

About The Fred Hollows Foundation

Vision The vision of The Fred Hollows Foundation is for a world where no one is needlessly blind and Indigenous Australians exercise their right to good health

Fundraising Strategic Priorities



Continue strong income growth of last five years to achieve The Foundation’s Vision 2020 goals



Achieve fundraising income growth of 15% + each year



Grow active donor base by more than 20% each year



Acquire more than 30,000 single gift and regular givers annually



Focus fundraising resources into core programs of acquisition, direct marketing, regular giving and bequests

1. Clear Positioning & Messaging

Awareness of Fred Hollows Q2.

Do you know the name of this Australian man?

No 28% Yes 72%

Of these, 95% could write his name in some variation. i.e. 68% of the total sample can name Fred Hollows from this photo

Fred Hollows remains a recognised figure to the community.

2. Direct Marketing Strategy

• Ensured all fundraising material communicated clear, effective story • Sourced high impact case studies from around the world • Invested in excellent photography • Demonstrated results of support in all fundraising communications • Strong tie back to Fred’s vision

H’Nhi’s story

Direct Marketing Strategy 

Focus on restoring sight to one person as example of The Foundation’s work



Letter copywriting tone matched The Foundation



Improved design, flow and case for support



Pack format: 

3 page letter with photos



One page profile on achievements in developing country profiled



Separate A4 reply coupon



Supporter engagement materials – photo/drawing etc



Reply paid envelope & DLX window face outer envelope



Quarterly Report included in Remail for Tax and Christmas

Direct Marketing Strategy 

Sophisticated data selections across all active and lapsed segments



Continued high value packs for Major Donors ($5,000 plus) and Top Donors ($1,000 to $4,999)



Improved targeting of lapsed donors - lapsed 25 to 36 months and 36 months plus



Featured appeal stories and online galleries on website



Focus on thanking supporters in receipts and by phone

2010 Christmas Appeal

2011 Tax Appeal

2011 Tax Appeal

Results Donor Appeal Christmas 2010 (inc Remail)

No Mailed

No Donors

% Donated

Gross Income

Expense

Net Income

Average Gift $

ROI

104,150

18,592

17.85%

$1,887,403

$104,150

$1,783,253

$101

18.12

Income

Response and Gift

ROI

$1.89M Increased by 19% compared to 2009

Response rate 17.85% across all segments

Return on investment 18.12 60% stronger than 2009

As at December 2007

Results Donor Appeal Tax 2011 (inc Remail)

Appeal

No Mailed

No Donors

% Donated

Gross Income

TX10

91,216

22,457

24.62% $3,824,168

Expense

Net Income

Average Gift $

ROI

$191,229

$3,632,939

$170.29

20.0

Income

Response and Gift

ROI

$3.8M - increased by 19% over 2010 results

Response rate 24.62% across all segments

Return on Investment 20

As at December 2007

3. Acquisition Strategy to deliver significant numbers of New Donors 

Integrated strategy reinforced FHF core positioning and messages



Extensive profiling of donors to improve targeting of purchased lists and media



Careful testing of large number of new lists with rollout potential



Media Advertising campaign: print media inserts, TV spend and CSA support, outdoor, print CSA (no paid print ads), no paid radio



Online marketing support – SEO and SEM



Acquisition single gift focus - converted single gift donors to regular giving by phone

Television Ad

Acquisition Print Media Insert

Christmas Media and insert acquisition 2010

Total Solicited

1,249,754

Responses

Response Rate

Gross Income

Net Income

Av Gift

ROI

4,776

0.38%

$614,979

$209,250

$128.76

1.52

Income

Av Gift

Net Income of $209,250 on acquisition campaign

Average gift of $128.76

As at December 2007

New Donor Numbers 4,776 acquired

ROI Return on investment of 1.52

Tax Media and Insert Acquisition 2011

Total Solicited

Responses

Gross Income

1,346,240

4,884

$807,805

Income Net Income of $192,297 on acquisition campaign

As at December 2007

Expenses

Net Income

Av Gift

ROI

$491,216

$192,297

$165.40

1.31

New Donor Numbers 4,884 acquired

ROI Return on investment of 1.31

Direct Marketing Acquisition Control Pack 1 - Simila

Direct Marketing Acquisition Control Pack 2 - Kipar

DM Acquisition List Test Results Christmas 2010 DM Acquisition Av Gift $52.79 $45.09

No Mailed 3,229 3,063

% Donated 2.11% 4.41%

Expense -$4,431 $4,120

Net Income $8,021 $1,967

ROI -$0.81 $1.48

224

$47.86

7,111

3.15%

$9,705

$1,016

$1.10

$13,435

273

$49.21

10,000

2.73%

$13,900

-$465

$0.97

Control Pack 2 Control Pack 1 Control Pack 1

$73,336 $93,091 $20,126

1,447 1,762 412

$50.68 $52.83 $48.85

40,000 67,000 10,000

3.62% 2.63% 4.12%

$55,600 $93,130 $13,900

$17,736 -$39 $6,226

$1.32 $1.00 $1.45

List Profile 7

Control Pack 2

$16,702

409

$40.84

10,000

4.09%

$13,900

$2,802

$1.20

List Profile 8 List Profile 8 List Profile 9

Control Pack 1 Control Pack 2 Control Pack 1

$14,698 $17,900 $7,080

309 365 143

$47.57 $49.04 $49.51

10,000 10,000 7,500

3.09% 3.65% 1.91%

$13,900 $13,900 $10,425

$798 $4,000 -$3,345

$1.06 $1.29 $0.68

New List Test 1 New List Test 2 New List Test 3 New List Test 4 New List Test 5 New List Test 6 New List Test 7 DM Unknown

Control Pack 2 Control Pack 1 Control Pack 1 Control Pack 1 Control Pack 1 Control Pack 1 Control Pack 1 Control Pack 1

$6,957 $11,990 $23,103 $7,427 $5,320 $5,485 $1,895 $32,698

148 213 514 155 125 129 39 407

$47.01 $56.29 $44.95 $47.92 $42.56 $42.52 $48.59 $80.34

7,500 10,000 10,000 7,500 5,000 5,000 5,000 0

1.97% 2.13% 5.14% 2.07% 2.50% 2.58% 0.78% n/a

$10,425 $17,100 $15,437 $11,249 $7,867 $7,793 $7,850 $7,850

-$3,468 -$5,110 $7,666 -$3,822 -$2,547 -$2,308 -$5,955 $24,848

$0.67 $0.70 $1.50 $0.66 $0.68 $0.70 $0.24 $4.17

$371,640

7,277

$51

227,903

3.19%

$315,771

$55,869

$1.18

List List Profile 1 List Profile 2

Pack Control Pack 1 Control Pack 1

List Profile 3

Control Pack 1

$10,721

List Profile 4

Control Pack 1

List Profile 5 List Profile 6 List Profile 7

Total

As at December 2007

Amt Received $ No of Donors $3,590 68 $6,087 135

Results DM Acquisition – Christmas 2010

Christmas DM Acquisition 2010

Mail Qty

Response

227,903

7,277

Response % Gross Income 3.19%

$371,640

Expense

Net Income

Av Gift

ROI

$315,771

$55,869

$51

1.18

Income

Response

Gross income $372K Net income $56K

Response rate 3.19%

As at December 2007

ROI Return on investment 1.18

Overall Results DM Acquisition TAX 2011

Tax DM Acquisition 2011

Mail Qty

Response

Response %

285,866

8,539

3%

Gross Income

Expense

Net Income

Av Gift

ROI

$467,064

$443,417

$23,647

$54.70

1.05

Income

Response Rate

Gross income $467K Net income $24K

Response rate 3%

As at December 2007

ROI Return on investment of 1.05

Acquisition Results Overall 

DM Acquisition response rates: more than 3% - both control packs viable (no statistical difference in response)



Positive return on investment for all acquisition campaigns



Achieved annual new donor numbers



Significant increase in online income in last 12 months (60% of online donations are new)

4. Regular Giving Program

• Reinforced branding and key message across all regular giving communications • Streamlined telemarketing program – Upgrade – 45-50% upgrade results of donors contacted

– Conversion of new single gift donors to regular giving – Ongoing reactivation of lapsed F2F and non F2F regular givers

• Continued strong partnership with F2F supplier • Online regular giving – now approx. 100 sign-up/month

5. Customer Service Focus



Continued to focus on supporter retention with the following strategies: 

Streamlined all written communications and recognition materials



Welcome pack for new regular donors



Telephone or SMS thank you program for new and known donors



Improved enewsletter and updates



Supporter functions with Country Program Managers

Samuel’s story

6. Database Marketing Driving Results 

Extensive analysis and reporting:      

Active donor number Retention/attrition rates of new and known donors Donor migration – upgrade and downgrade trends Retention, lifetime value and return on investment (F2F and non F2F) Conversion rates of lapsed donors Much more!



Benchmarking against other charities and sharing learnings



Ongoing review of database practices to streamline functions and minimise automation (without impacting on customer service)

7. Bequest Results • Consistency of branding and messaging across all campaigns continues to deliver strong growth in bequest income • $8.7M bequest income received in 2010

BEQ $9,000,000

17.66%

$8,000,000

42.02%

$7,000,000 $6,000,000

38.99%

$5,000,000

BEQ

$4,000,000

• Record numbers of bequest enquiries and confirmations

$3,000,000

$2,000,000

2007

2008

2009

2010

Fundraising Results Target 





Achieve fundraising income growth of 15% +

Grow active donor base by more than 20%

Acquire more than 30,000 single gift and regular givers

Results 

25% fundraising income growth achieved 2010



On target to achieve 15% growth in 2011



Active donor base grew by 31% in 2010



30% growth for 2011



Acquired 39,790 single gift and regular givers in 2010



On track for 39,000+ in 2011

FHF MARKETING & FUNDRAISING INCOME ($) $34,400 (Anticipated)

$40,000

$35,000

$29,800

$30,000 $23,814

$25,000

Income (‘000)

$19,090

$20,000

$14,900 $15,000 $9,880

$10,000

$7,380

$6,500

$7,210

$7,990 $8,050

$5,000

$0

2001

2002

2003

2004

2005

2006

Year As at December 2007

2007

2008

2009

2010

2011

Restoring Sight to More People

Thank you