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The Shepherd Centre New Horizons: Mission to the
Fundraising Excellence System
Tatiana Isaacs Director of Fundraising & Communications
Mission Timeline
Mission Inception: 2010
Mission Launch: 2011-2013
Gravity Boost: 2014-2015
New Frontiers: 2016-2020
Mission Inception: 2010
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2006 2007 2008 2009 2010
Mill
ion
s Fundraising Income & Expenses 2006-2010
Direct Expenses Total Income
Mission Inception: Investment in Direct Mail Assumptions & starting values: 'Optimised premium' mail pack
For all investments Donor acquisition
Initial investment $100,000 Acquisition campaign
Start Date 31 Dec 11 Cost per acquisition pack 3.50$
Term deposit Acquisition response rate 5.5%
Term Deposit - Yield p.a. 4.00% Average donation value 36$
Equities Annual campaigns
Equities - Yield p.a. 3.50% Annual mail program cost 10$
Equities - Capital Growth p.a. 4.50% Response rate Year 1 35%
Response rate Year 2 65%
Response rate Year 3 75%
Response rate Year 4 75%
Average Donation Year 1 119$
Average Donation Year 2 140$
Average Donation Year 3 95$
Average Donation Year 4 100$
Mission Inception: Investment in Direct Mail
-$100,000
-$50,000
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$50,000
$100,000
$150,000
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r 12
Jul 1
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Oct 1
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Jul 1
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Oct 1
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Jul 1
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Ch
ange
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ue
Term deposit
Equities
Donor acquistion
Mission Launch: Premium Direct Mail Results
• ROI predicts breakeven and year 5 return
• Breakeven point 18 months
• Our average annual return is 30%
• Data is everything
• Second Gift rate averages 42% - 55% at 360 days
1200
16134
2011 2015
New & Active Direct Mail Donors
Mission Launch: Premium Direct Mail Making it work • Thank you receipt with a mini survey
• Thank you call to anyone who gives a phone number
• Welcome flyer – 2 weeks after the donation
• Ask within 6 weeks
• Flyer about regular giving with the receipt for 2nd gift
• Regular Giving ask on every response mechanism = does not suppress cash
• Include premiums in all renewal mailings
Mission Launch: Direct Mail Premiums Maximising second gift rate
[VALUE] ROI 2.17
[VALUE] ROI 2.06
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
No Premium Premium (postcards)
New Donors (1 gift, 0-12m) Response Rate, First Ask
Mission Launch: Premiums in Renewals
[VALUE] ROI 4.54
[VALUE] ROI 0.62
[VALUE] ROI 4.66
[VALUE] ROI 1.92
0%
5%
10%
15%
20%
25%
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Active Donors (0-12m) Lapsed Donors (13-24m)
No Premium Premium (postcards)
Gravity Boost: Major Gifts
• Since 2011 three wealthscans with 100-120 new leads in each
• Every donor over $500 gets a personal thank you
• Donor A gave $100 in Tax 2013 direct mail acq, now further $44K!
• Donor B gave $25K first gift via DM in 2012, now further $262K!
• 50 donors from acquisition given further $600K since 2011
Gravity Boost: Newtown Capital Campaign
• Campaign to relocate to a new campus
• $1m target for the outfit of the building
•One gift of $475K with a matching offer
•Donor Engagement Events, involve the board
• Special Major Gifts Direct Mail pack
Gravity Boost: Major Gifts Direct Mail Pack • A3 map of the new centre
• Targeted pack to 700 donors
• High value price points: i.e. $55K to outfit audiology room
• Offer naming rights
• 12.3% response, average donation $1,243
• Total Income $107K towards the campaign. One donor gave a further $55K gift to the campaign
Gravity Boost: Major Gifts Telling a story
Gravity Boost: Bequest Program • Only 34 confirmed bequestors in 2011
• Now over 100 confirmed bequestors
• Mandatory bequest case study in Annual report and every newsletter
• Alternate general and bequest survey every year
• Option to give to the endowment fund
• Solicitor Engagement
• Bequest Morning Teas in regional NSW
Gravity Boost: Expanding Acquisition
• Started Telemarketing acquisition in 2014
• Supplement Direct Mail
• Cash Acquisition
• Reactivations
• Regular Giving Conversions
Gravity Boost: Expanding Acquisition
Gravity Boost: Investment Comparison Direct Mail vs Telemarketing
-150
-100
-50
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Tho
usa
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Telemarketing Acq Direct Mail Acq
Gravity Boost: Telemarketing Outcomes
• TM Regular Givers break even in 6 months, Retention so far 80%
• One step conversion comparable to multi step on credit cards
• 1 confirmed bequestor, 1 Major Donor
• All 24+ DM donors -> Telemarketing Reactivations
• Telemarketing non-responders -> DM appeals
0 65
5600
406
New & Active TMDonors
Regular Givers
2011 2015
Gravity Boost: Family/Client Engagement • Engage beneficiaries to put pressure
on funders and government
• Urgent $500K funding need before March Election
• 303 emails sent to parents asking to forward a letter to local MPs in marginal electorates
• PR Stories in mainstream media
• Outcome: $250K in funding for three weeks of work
• 6 Families offered two help. One donation of $5K and one Foundation funding referral = $20K gift
Gravity Boost: Trusts and Foundations • Invested in staff and processes
• ROI per staff member of at least 2.5
• Growth from 1 staff in 2013 to 3 in 2015
• Extra staff allows to target larger, multi year gifts, build relationships
• Income growth 230% in last three years
Forging ahead: Database Growth
1200 0 65 34
16134
5600 406
100
New & Active Direct MailDonors
New &ActiveTelemarketing
Donors
Regular Givers Confirmed Bequestors
2011 2015
$0
$1
$2
$3
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2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Mill
ion
s
Fundraising Income & Expenses 2006-2015
New Frontiers Vision 2020 Campaign
By 2020: we will
• Establish Research Institute
• Three more physical locations/centres
• Help more children with hearing loss in NSW, ACT and TAS
• Introduce e-learning systems
New Frontiers Vision 2020 Campaign How we will achieve this:
• $34m fundraising income goal by 2020
• Increase direct mail and telemarketing acquisition
• Digital acquisition
• Philanthropy campaign launch
• Launch new website
• We are hiring! Grow fundraising team
