How To Double Your Appeal Income Philippine Final

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How to double your How to double your appeal incomeappeal income

Sean TrinerSean Triner14 November 200714 November 2007

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ObjectivesObjectives

• Help you change the way you approach your appeals

• Help you shape your fundraising strategy

• Get the building blocks right for your appeal

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$1,000,000

$800,000

$600,000

$400,000

$200,000

0

2005 2006

$53

0,00

0

$96

8,00

0

$39

0,00

0

$79

7,00

0

Gross and Net appeal results forThe Cancer Council NSW:2005 and 2006

Gross Amounts

Net Amounts

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6.0

5.0

4.0

3.0

2.0

1.0

0

ROI 2.16

ROI 5.38

2005 2006

Return on Investment for Australian Conservation Foundation 2005 and 2006

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7 Steps to doubling your income7 Steps to doubling your income

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Step 1Step 1

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Clear objectivesClear objectives

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Objectives should be Objectives should be SMARTSMART

SSpecific

MMeasurable

AAchievable

RRelevant

TTime Bound

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Cancer Council Xmas Appeal Cancer Council Xmas Appeal objectives?objectives?

Increase gross and net income over the previous year from one-off cash donations

Objective 1st Mailing target Follow up mailing target

Cash Response Rate 13% 6%

Gross Income $541k $160k

Net Income $410k $124k

Average Gift $80 $60

ROI 4.1 4.0

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What are your objectives?What are your objectives?

Maximise net income?Specific target?Renew? Recruit?Bequest?Regular gift?

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Step 2Step 2

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The audienceThe audience

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The audienceThe audience

• Recency – indicates likelihood of giving• Frequency – indicates likelihood of giving• Value – indicates how much they will give

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The audienceThe audience

Recency Frequency Value

0-12 months >1 a$1000+

13-24 1 b$500-$999.99

25-36 c$250-$499.99

37-48 d$100-$249.99

49-60 e$50-$99.99

61-72 f$25-$49.99

73-84 g$10-$24.99

85+ h$0.01-$9.99

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The audienceThe audience

• Used RFV to identify most likely to give.– Eg donors who had given cash gift within last two

years

• Different packs for different audiences– High value donors– Standard value donors

• Included confirmed bequestors, regular givers and event participants

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Step 3Step 3

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Clear messageClear message

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Clear messageClear message

• What do I have to do

• The Single Proposition

• Why should I give you money?

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Clear messageClear messageBRAND TRUTH

Hope, Help and Impact

DONOR INSIGHTPeople give to peopleThey have a personal

interest in cancerRecruited on research

PROJECT TRUTHMore people are surviving

TrustworthyImproved quality of life

PROPOSITION

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Step 4Step 4

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Tells a storyTells a story

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Tells a storyTells a story

• Start, middle and end• Very personal and emotional• Acknowledges donor contributution• Short vs Long story

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Tells a storyTells a story

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What is your story?What is your story?

Do you have case studies?

What if you have no ‘human story’?

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Step 5Step 5

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PersonalisationPersonalisation

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PersonalisationPersonalisation

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Personalised asksPersonalised asks

• Based on previous donation patterns

• Used to prompt increase of donation amount

• Consider using highest gift, last gift, average gift prompts to elevate gift level

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Your personalisationYour personalisation

What are you going to personalise?

Different degrees of personalisation

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Step 6Step 6

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Creative MUST havesCreative MUST haves

• First person• Signatory• Repeated asks – specific asks• Deadline• Brochure / lift supports the letter• Reply form and freepost return envelope• The letter is key

• Long is good

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Creative executionCreative execution

• Let’s look at a real appeal...

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Ease of responseEase of response

• Make it easy for the donor to respond• Eliminate barriers or distractions• Minimise response channels• Make sure the reply mechanism integrates

with the letter• Include an involvement device where

possible and there is a real opportunity

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Identify where these things are…Identify where these things are…

• First person• Signatory• Repeated asks – specific asks• Deadline• Brochure / lift supports the letter• Reply form and freepost return envelope• The letter is key

• Long is good

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Step 7Step 7

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The days and weeks after it The days and weeks after it lodges…..lodges…..

• Measuring response

• Thanking them

• Post-campaign de-brief

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Measuring responseMeasuring response

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Have an appeal code and URN: Unique

Reference Number

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Measuring ResponseMeasuring Response

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ThankingThanking

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The impact on beneficiariesThe impact on beneficiaries

• 114,000 hours of callers on the helpline• Train 802 Cancer Connect volunteers• Fund three additional research programs• And help lots more

women like Sue

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© Pareto Fundraising 2007

ThankingThanking

• Bequest donors – handwritten note from bequest officer

• Major donors - > $5,000, personal note from Andrew Penman (CEO)

• High Value donors - >$500, personal note from Appeals Manager

• Standard value donors – thank you letter

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