Starting a Regular Giving Program learnings from Marie Curie Cancer - PowerPoint PPT Presentation

RE GUL AR GIVING Starting a Regular Giving Program learnings from Marie Curie Cancer Care (UK) and Make-A-Wish Australia

RE GUL AR GIVING Ma rie Curie Ca nc e r Ca re Sta rte d in 2009 in-ho use te a m a c ro ss 5 re g io ns • Po sitive ne t re turn ye a r 2 • $9M • F 2F a g e nc y re c ruitme nt in 2011 • Ma ke -A-Wish Austra lia Co mme nc e d in 2010 with c o nve rsio n c a mpa ig n a nd F 2F • re c ruitme nt Po sitive ne t re turn ye a r 2 • $5M g ro ss in 2013 • 14,000 suppo rte rs • Ave ra g e g ift $35 p/ m •

the What and How L e sson 1 – managing e xpe c tations and r isk E xa mple s o f unre a listic e xpe c ta tio ns Pro g ra m va lue • Pro g ra m g ro wth • Risk a sse ssme nt • Budg e ting • Assumptio ns • I nte rna l a dministra tio n/ re so urc e s • Po lic ie s a nd pro c e dure s •

the What and How Que stions to ask/ tips • Wha t’ s the risk a ppe tite o f the Bo a rd, CE O, Bra nd & Co mmunic a tio ns a nd o the r te a ms? • F a st g ro wth o r slo w? • Wha t pa rt o f the fundra ising mix? • Visio n fo r the pro g ra m? • Ho w muc h b udg e t do yo u ha ve ? • Wha t a re yo ur a ssumptio ns? And ho w do the y c o mpa re ? • Use industry a ve ra g e s a s a g uide line o nly & Ag e nc y q uo te s • Se t up a pre dic tive b udg e t mo de l a nd L T V mo de l • I s yo ur da ta b a se / fina nc ia l syste m e q uippe d to run a n RG c a mpa ig n • Do e s e ve ryo ne unde rsta nd the la ng ua g e / se g me nts e tc • Wha t type o f a c q uisitio n? • Will yo u pro c e ss re funds/ ha ve the rig ht priva c y po lic ie s in pla c e ?

What and How

“I don’t like Re gular Giving” L e sson 2 – E duc ation, e duc ation and mor e e duc ation Unde rsta nding ho w it wo rks • Ne e d fo r it to b e suppo rte d a nd unde rsto o d a t a ll le ve ls o f • the o rg a nisa tio n Wha t’ s b e st fo r the o rg a nisa tio n – it’ s no t pe rso na l • Pla n fo r c o mmunic a tio ns a nd e duc a tio n • T ra ining •

“I don’t like Re gular Giving” Que stions to ask/ tips Ha ve pro g ra m ke y me ssa g e s (link in with industry g ro ups to • a lig n) Unde rsta nd yo ur o rg a nisa tio n’ s po sitio n with • fe e db a c k/ me dia e tc K no w ho w to a rtic ula te yo ur pro g ra m e a sily • K no w wha t yo u’ re a sking pe o ple to do • T ra ining pro g ra m – inte rna l a nd e xte rna l if tra ining • vo lunte e rs Spe nd the time g e tting pe o ple o n b o a rd first, it will pa y o ff • in the lo ng run!

How will you r e c r uit? L e sson 3 – ac quisition ups and downs Pro s a nd c o ns o f a c q uisitio n te c hniq ue s – typic a lly mo st e xpe nsive a nd hig he st a ttritio n F 2F • sion – with the rig ht da ta a suc c e ssful a nd mo re Conve r • c o st e ffe c tive so lutio n – lo we r a ttritio n (b ut wha t a b o ut c a sh a c q uisitio n c o sts a nd re turn) M le ad ac quisition – g o o d re sults, c a n b e e xpe nsive , T • a ttritio n typic a lly lo we r, ne we r to ma rke t sion – to p se g me nts pe rfo rm T M Raffle & Gift c onve r • re a lly we ll, must ha ve da ta c o ming in, a dministra tio n is he a vy, c o mmunic a tio ns a re mo re c o mple x, ne e d g o o d T &Cs In- House – typic a lly mo re c o st-e ffe c tive ; slig htly b e tte r • a ttritio n tha n a g e nc y F 2F ; re q uire s e xte nsive inte rna l HR, re so urc e s, lo g istic s e tc DM ac quisition – lo w re spo nse ra te so vo lume is ke y, • c a n b e c o st e ffe c tive , ne e d a stro ng pro po sitio n, hig h re te ntio n Othe r – vo lunte e r re c ruitme nt, o nline , a nymo re ? •

How will you r e c r uit? Que stions to ask/ tips Go b a c k to yo ur risk pro file – wha t mo st suits yo ur • o rg a nisa tio n a nd do yo u ne e d to drive vo lume a nd ho w q uic kly? Do yo ur sums – if yo u ha ve a g o o d L T V mo de l a nd • b udg e ting c o mpa riso ns the n a sse ss a ll-in c o sts Ho w ma ny do yo u ne e d to re c ruit to a c hie ve yo ur • g ro wth? Ho w ma ny c a sh g ive rs do yo u ha ve a nd e nsure this • pro g ra m is a lso b e ing to ppe d up? Will yo u a sk RGs fo r a dditio na l c a sh g ifts – if so ho w • ma ny/ whe n? Dive rsific a tio n is ke y – re duc ing supplie r risk • Supplie r due dilig e nc e – re se a rc h, te stimo nia ls, c o st a nd • pe rfo rma nc e c o mpa riso ns

T hanking your suppor te r s L e sson 4 - Re te ntion Jo urne y b e fo re ro lling o ut a c q uisitio n • Diffe re nt unde rsta nding s a nd a ppro a c he s to ste wa rdship • a nd fundra ising c o mmunic a tio n - sa ying tha nk yo u, imple me nting 2 wa y c o mmunic a tio n, re c o g nising se g me nts (mo re tha t just RF V) Ge tting c re a tive a nd pushing fo r c o nte nt/ ne w wa ys - • vide o s, sms e tc Unde rsta nding o f time a nd re so urc e s fo r da ta b a se a nd • a dministra tio n to pre pa re a nd imple me nt

T hanking your suppor te r s Que stions to ask/ tips Wha t’ s yo ur a ppro a c h to ste wa rdship a nd re te ntio n? • Wha t c ha nne ls/ re so urc e s c a n yo u use ? • Ca pture a nd sha re sto rie s – b e ne fic ia rie s a nd suppo rte rs • Alwa ys re c o g nise yo ur suppo rte rs a s RG suppo rte rs • Ma p yo ur jo urne ys – a ll o f the m! • De fine a nd re fine yo ur se g me nta tio n • Ge t c re a tive •

T hanking your suppor te r s

T hanking your suppor te r s

T hanking your suppor te r s

T hanking your suppor te r s Ab o ve : E nve lo pe Ne w 2014/ 15 c a le nd a r L e ft: T ha nk yo u b ro c hure DL

T hanking your suppor te r s Sur pr ising our suppor te r s by se nding the m SMS Mo re tha n 90% o f o ur Re g ula r Giving suppo rte rs • ha ve a va lid mo b ile numb e r I ne xpe nsive & e ffe c tive pe rso na l c o nta c t • On a ve ra g e we re c e ive 32 re spo nse s e ve ry mo nth • fro m suppo rte rs – a ll po sitive ! No thank yo u fo r thinking o f me . I t's my ple asure to he lp! T o u all at MAKE A WI SH thank u fo r yo ur kind wishe s no o the r fo undatio n has do ne this b e fo re to day ag ain I thank u and may u all T hanku so ve ry have a g re at ye ar. muc h. L o ve ly o f yo u to se nd wishe s. Has made my day.

Re por ting and Analysis L e sson 5 – know what you ar e me asur ing Me a sure s tha t a re rig ht fo r yo ur o rg a nisa tio n • Me a sure s tha t a re unde rsto o d a nd c a n he lp yo u re fine • yo ur pro g ra m E ffe c tive re po rting - c le a r pa ra me te rs/ se g me nts/ de finitio ns • Ma king sure da ta se g me nts/ la ng ua g e is the sa me o r a t • le a st we ll unde rsto o d a c ro ss the o rg a nisa tio n Co mpa riso n re po rting •

Re por ting and Analysis Que stions to ask/ tips Sta rt with the b a sic s • De c ide wha t re po rting yo u ne e d fro m yo ur ma ppe d • jo urne ys Ma ke sure the y a re indic a to rs tha t le a d yo u to a sk the rig ht • q ue stio ns a nd ma ke the rig ht impro ve me nts Che c k yo ur da ta is se t up to re po rt o n wha t yo u ne e d it to • (e .g . c a n yo u me a sure histo ric a l pe rfo rma nc e / sna psho ts in time ) So me a g e nc ie s c a n a na lyse fo r yo u, b ut c a re ful wha t the y • inte rpre t witho ut a ll the info rma tio n/ b a c kg ro und Da ta dic tio na ry, se g me nta tio n • I t will e vo lve ! •