© Pareto Fundraising 2007 How to double your How to double your appeal income appeal income Sean Triner Sean Triner 14 November 2007 14 November 2007
Jan 12, 2015
© Pareto Fundraising 2007
How to double your How to double your appeal incomeappeal income
Sean TrinerSean Triner14 November 200714 November 2007
© Pareto Fundraising 2007
ObjectivesObjectives
• Help you change the way you approach your appeals
• Help you shape your fundraising strategy
• Get the building blocks right for your appeal
© Pareto Fundraising 2007
$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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© Pareto Fundraising 2007
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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© Pareto Fundraising 2007
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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© Pareto Fundraising 2007
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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