Unlv user forum_annual appeal support

Case Study for Annual Appeal Support

George Durney

Average Top (4 th ) Quartile Average

75th Percentile

Participation 13.7% 30% 18.8%

Donor Retention 61.3% 73.2% 67.3%

Revenue Retention 82.6% 98.2% 90.3%

Revenue per Donor $558 $1,010 $760

2011 HE Annual Fund Results (106 Participants)

Page #2 © 2010 Blackbaud

Revenue per Donor $558 $1,010 $760

Revenue per New Donor $160 $319 $196

First Year Retention 28.6% 39.9% 32.7%

Alumni results only & a gift cap of $50k

ProspectPoint: Segmenting Prospects by Likelihood & Capacity� High likelihood scores

and mid-level target giving ranges

� Implement targeted upgrade, mid-level major gift strategies

� Increase annual giving

� Highest scores and high assets

� Further qualification and research

� Immediate individual cultivation


� Low likelihood scores and low target giving ranges

� Minimize investment

� Consider reduced resource application

cultivation

� Lower likelihood scores, but high target giving ranges and assets

� Need to be sold on your mission

� Longer term cultivation

Target Analytics™ Process

Constituent Data

External Financial and Demographic Data

Appended

Obtained 63,717 donors and non-donors, from your database: Names, Addresses, Giving History, Other Characteristics

Appended Hundreds of Financial and Demographic Characteristics


Implementation

File Preparation, Model Building,

Extensive Testing

Application of Models to

Constituents

Determined Common Characteristics of Different Types and Levels of Donors

Scored all Constituents based on how well they fit each model

Segmentation suggestions for identifying best prospects

ProspectPoint Modeling Terms� AGL (Annual Giving Likelihood) model looks at the inclination a

prospect has to make a gift to your organization� Scores for both range from 0 to 1000 � Higher scores translate to better prospects

� TGR – Target Gift Range


� TGR – Target Gift Range• Gift range projected by the predictive model for a one year period• Target Gift Ranges are numbered 1 to 12, from $1-50 to $100,000+

7: $2,501 - $5,0008: $5,001 -$10,0009: $10,001 - $25,00010: $25,001 - $50,00011: $50,001 - $100,00012: $100,001 +

1: $1 - $50

2: $51 - $100

3: $101 - $250

4: $251 - $500

5: $501 - $1,000

6: $1,001 - $2,500

Donor Distribution


� Regular donor – individual donor with a gift each year for the past three years� Occasional donor – a minimum of one gift in the past three years� Non-donor – no gifts in the past three years – lapsed donor or never giver

Loyalty Patterns – DONOR LOYALTY CLASS

� Promoter – Giving in all of the past 5 years� Devoted – Giving in 3 to 4 of the years� Sporadic – Giving in 1 to 2 of the years� Deeply Lapsed – 0 gifts in the past 5 years


AGL Variable Distribution


Annual Gift Likelihood Variable Distribution


TGR Variable Distribution


Target Gift Range Variable Distribution


Number of Prospects Compared to Past Giving (Past & Current Donor are Actual Gift Amounts)

Gift Level in 12-Months

Donors in Past Past 6 Yrs

# of CurrentDonors

# of Prospects in

TGR

$1 - $50 28,729 8,201 33,107

$51 - $100 5,348 1,467 39,844

$101 - $250 3,674 1,069 17,961


$101 - $250 3,674 1,069 17,961

$251 - $500 1,743 561 12,016

$501 - $1,000 929 311 5,200

$1,001 - $2,500 547 211 2,014

$2,501 - $5,000 158 49 904

$5,001 - $ 10,000 54 21 498

$10,001 - $25,000 30 4 269

$25,001+ 20 5 101

Initial Segmentation Suggestions: Likelihood

� 111,914 Total records scored� 28,147 AGL scores of 551+; 26,866 have given in last 3 years� 35,088 have scores of 451-550: Best scoring non donors

AGL Score Range Count


851+ Excellent 4479

651-850 Very Good 7785

551-650 Good 15,883

451-550 Average 35,088

Integrating AGL & TGR – Top ProspectsCapacity - 12 months

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TGR 1 $1-$50

TGR 2 $51-$100

TGR 3 $101-$250

TGR 4$250-$500

TGR 5$501-$1000

TGR 6$1001-$2500

TGR 7$2501-$5000

TGR 8$5001 -$10,000

TGR 9 $10,000-$25,000

TGR 10, 11, 12

$25,000+

AGL 701+Excellent 36 215 1611 2612 3216 2193 1055 475 270 172

AGL

Proposed Recommendations


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AGL 551-700

Very Good

207 353 1145 786 304 82 26 4 5 2

AGL401-550 Good

2050 2469 2955 1579 507 163 50 16 14 3

AGL 301-400Average

6191 5163 4706 2750 716 179 42 23 8 3

AGL <=300 Below

Average

10084 4283 3451 1253 215 60 12 1 2 0

Integrating AGL & TGR – Solicitation Strategy (TGR 6+ Send Miscellany)

(2010 YTD 14,589 donors & $1.6m)

A B C D E

4,530 Constituents4123 donors

$904k

20,045 Constituents10,290 donors

$636k


$42k

75 Constituents4 donors

$7k


$3k

1st – Bishops Christmas Blessing

1st – 2/11 – MailTGR 1-3 – Standard


1st – 2/11 – MailTGR 6-12 – Target Ask


Proposed Recommendations

* See corresponding slide #25 for color legend


Christmas BlessingTGR 1-3 – Standard

TGR 4-5 – Target AskTGR 1-3 – Standard

TGR 4-12 – Target AskTGR 6-12 – Target Ask

TGR 1-3 – StandardTGR 4-12 – Target Ask

2nd – Kick-off Party Invite Based on Parish

2nd 3/1 Target Ask

Easter Blessing

2nd 5/15TGR 1-3 – Standard

TGR 4-12 – Target Ask

2nd 5/15TGR 4-12 – Target Ask

2nd Mailer to priordonors only

3rd – 2/11 - MailWhat the Diocese

Supports

3rd 5/15TGR 1-3 – Standard

TGR 4-5 – Target Ask

4th – 3/1 Target Ask

Easter Blessing

5th 5/15 Second Target Ask

Mail Plan Example


Reporting Example


Case Study - 2011 Annual Appeal Results

� Solid Results up 16% YOY vs. 5% historical growth ($2.9m vs. $2.5m)

� Average gift up 17% ($185 vs.$158)

Retained donors $ up 12.7% ($2m


� Retained donors $ up 12.7% ($2m vs.$1.74m). These donor’s represent 82% of all $’s and 75% of donors (Retained 72% of donors & 92% of $)

� New donors up 22% (1940 vs.1592)

Conclusions

� Segmentation using Target Gift Amount appears to have provided a lift in average gift per donor (estimated @ 7% more)

� 2nd mailer provided a solid ROI and


2 mailer provided a solid ROI and should be continued

� From a 3 year LTV perspective it appears to have created a $750k positive delta

� Blackbaud support improved reporting, decision making, & acknowledgement after care.

Scope of Work Overview :

� Assign Account Manager for this project� Produce scores and review results � Create a communication plan (DM, Phone & Web)

� Create a timeline once we agree on a plan� Access your Raiser’s Edge database to tag

each record with an appeal code


each record with an appeal code� Pull all segments and provide to mail house

after your review� Create reporting to evaluate results (midway &

final results of appeal)� Create final ROI and make stewardship

recommendations � Make observations about future plans

Pricing


Matt Dwyer, Director of Stewardship and Development for the Dio cese of Charleston

� “The results gave us the information we needed about our donors and how to determine target gift amounts,” said Dwyer. “We used the solution to create a custom direct mail plan.”

� We received good feedback and have some ideas going into 2012 and beyond ,” said Dwyer. “When you are able to test concepts based on data , you find out what resonates with people and what doesn’t. We will use the information we gained to be more effective in 2012.”


information we gained to be more effective in 2012.”

� “I was surprised ,” said Dwyer. “I expected an increase but not the amount of increase we’ve seen. We know now that if you ask the right people, those who believe in your mission, and if they think you are doing the right thing, will support you—even in a struggling economy. “

Sample ROI- Assume Retention Improvement & New Donors Increase


Business

Unlv user forum_annual appeal support