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

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

RE GUL AR GIVING

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

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 ?

the What and How

What and How

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!

“I don’t like Re gular Giving”

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

• F

2F

– typic a lly mo st e xpe nsive a nd hig he st a ttritio n

• Conve r

sion – with the rig ht da ta a suc c e ssful a nd mo re

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)

• T

M le ad ac quisition – g o o d re sults, c a n b e e xpe nsive ,

a ttritio n typic a lly lo we r, ne we r to ma rke t

• T

M Raffle & Gift c onve r sion – to p se g me nts pe rfo rm

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
• 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

How will you r e c r uit?

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

T hanking your suppor te r s

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

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 !

T hanku so ve ry muc h. L

• ve ly o f

yo u to se nd wishe s. Has made my day. T

• 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 have a g re at ye ar. No thank yo u fo r thinking o f me . I t's my ple asure to he lp!

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 !

Re por ting and Analysis