7/13/2016 1 Andrew Wiley, World Wildlife Fund Jeff Muller, World Wildlife Fund Adva Priso, Anne Lewis Strategies, LLC Case Study: How WWF Busted Silos to Create an Effective Mid-Level Donor Experience What is a Mid-Level Donor Program? Member Mid-Level Major Donor Engagement Continuum
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7/13/2016
1
Andrew Wiley, World Wildlife Fund
Jeff Muller, World Wildlife Fund
Adva Priso, Anne Lewis Strategies, LLC
Case Study: How WWF Busted Silos to Create an Effective
Mid-Level Donor Experience
What is a Mid-Level Donor Program?
Member
Mid-Level
Major
Donor Engagement Continuum
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The Mid-Level Donor Conundrum
• Where should it live?
• How to get institutional buy-in to invest?
1. Why organizational collaboration is essential to success.
2. How to create a balanced communications plan that delivers the right messages, in the right tone, at the right time.
3. Why incorporating donor feedback generates more than good will.
What You Will Learn
#Bridge16
A Show of Hands
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WWF Case Study: Historical Perspective
Mid-Level Donors at WWF: Partners in Conservation
• Annual donors of $1,000 or more
• Must give a single $1,000 gift or make $100/month commitment to join
• WWF has ~4,200 Partners in Conservation out of 1 million members
INCREASED! New Partners; Overall Revenue; Donor retention
• Acquire: 46% more new Partners
• Grow: 17% more revenue and 25% higher average gift; 83% more online revenue
• Retain: 10% increase in # of Partners retained
PIPELINE! Donors are upgrading higher and faster
• Since repositioning the program in 2012, donors who gave between $1,000 and $9,999 from FY07-FY10 are:
At least 20% more likely to upgrade to $10K+, and
Twice as likely to upgrade to $25K+
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Creating the Foundation for Success in 3 steps:
1. Design cross-department shared goals
2. (Re) structure staffing to meet the need
3. Listen to your donors
GOAL: To better understand and leverage growth opportunities contained within the vast pool of current World Wildlife Fund supporters,
in their own words.
WWF Partners in Conservation Audience Research Project
Objectives
• Develop a better understanding of what inspires those who become Partners in Conservation (case for support)
• Identify and explore motivation behind decision to give at this level (value proposition)
• Investigate perceptions, beliefs, attitudes, needs, behaviors, demographics, psychographics, and other factors that influence support of WWF (knowledge base)
• Determine optimal new target audiences for Partners program (growth)
Greetings from Washington, DC! I hope your new year is off to a promising start. In this issue of The Partner you can read about how your support is making a difference in Asia and Africa. In Nepal it’s helping to reduce deforestation in prime tiger habitat as part of an innovative biogas cookstove program, and in Namibia it is being leveraged with support from Google to innovate new uses for technology to protect rhinos and elephants. Your continuing commitment to conservation really is making a difference for wildlife, people and the planet thank you!
You should have recently received your official invitation to the inaugural WWF Partners Symposium. This two-day event on March 20-21 is already generating quite a buzz, so please visit www.PartnersSymposium.org to view the most up-to-date information and join the growing number of Partners who have already registered. There is also more about the symposium below.
As always, if you have any feedback for us—about The Partner, our conservation work, or your support of WWF—I would love to hear from you.
Thank you for your ongoing commitment to WWF as our Partner in Conservation. I hope to see you at the 2014 Partners Symposium in March!