Moderator: Dinah O’Berry, Impact Communications
Presenters: Anastasia Staten, Foundation Fighting Blindness
#bridgeconf
You Don’t Have to Be a Superhero But It Helps:
Starting a Mid-Level Giving Program
Ability to generate incremental revenue
Build Major Gift/Planned Giving pipeline
Give generously to special appeals and matching gift opportunities
Create a loyal donor base
#bridgeconf
Parameters• Define Your Universe
• Cumulative or Single Gift
• Annual or Rolling Membership
• Timeline for Entering and Exiting Program
• Channels of Communication
• Branding
Build a Budget• Staffing/Production:
Current vs. Increased Cost
• Potential New Revenue
• Tracking
GET BUY IN
• Single Gift $500+, Sustainer $100/month
• Annual Membership: Renewal/Appeal Cycle
• Reduce Solicitation, Increase Cultivation
• No Solicitation if Gave w/in 30-Days
• Exit Program After 24-Month Lapsed Giving
• Branding for $1,200+ Only
• Utilize All Channels to Engage
• Significant Increased Investment in Package Cost
• No Additional Staff: 1.5 FTE
#bridgeconf
SegmentTrack
Solicitation:Single Gift
Solicitation:Monthly Donors
Cultivation :Single
Cultivation:Monthly Donors
July “Thank You” call; Personalized report
“Thank You” call; Personalized report
September Mini-proposal solicitation – to include “Funds” based on diseases.
Same as Single Gift – Upgrade
October “ARIA” card follow-up Invitation to Program Call Invitation to Program Call
November Host Program Call Host Program Call
December Annual Report w/ Match Offer Holiday card; “Thank You” calls
Holiday card; Annual Report;“Thank You” calls
January Renewal #1: Membership Card Acknowledgment Statement
Research\Thank You Video Research\Thank You Video
February 2nd
Renewal: Statement Invitation to Program Call
Invitation to Program Call
March 3rd
Renewal: Program Report Program Report (Donors who gave within 30 day)s; Host Program Call
Program Report;Host Program Call
May 2012 Funding international Memo w/Match offer
Fundinginternational Memo w/Match offer
“Thank You” calls “Thank You” calls
First Year Generated 19% Increase in Revenue
Net Per Donor Acquired (NPDA): $901
Return On Investment (ROI): 813%
Total Revenue: $157K
Suggest Giving Level
Enhanced
Personalization
Encourage Donor
Directed Giving
Handwritten Address Block
Address Block
$100,215
$30,550
$26,425
$0
$20,000
$40,000
$60,000
$80,000
$100,000
$120,000
September Mini-Proposal October Follow-Up to Mini-
Proposal
December Annual Report
Number of Responses
Income Generated
$37,880
$58,980 $50,445
$62,663
$157,190
$0
$20,000
$40,000
$60,000
$80,000
$100,000
$120,000
$140,000
$160,000
$180,000
FY08 FY09 FY10 FY11 FY12
Number of Responses
Income Generated
$254,782$273,003
$337,091
$533,360
$598,811
$0
$100,000
$200,000
$300,000
$400,000
$500,000
$600,000
$700,000
FY08 FY09 FY10 FY11 FY12
# Responded
Gross Income
What offers motivate giving?
What techniques worked, and how long can we use them?
Can we maintain and/or increase revenue while improving retention?
What are the channels of communication?
Other indicators to qualify donors?
What is the right balance between solicitation and cultivation, and the right channel mix?
How to effectively build exclusivity and loyalty with benefits, recognition and engagement?
