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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

• 0.4% of membership = 10% of revenue

• Room to grow!

© Bernard De Wetter / WWF-Canon

Is It Worth the Effort? YES!

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)

© Michel Gunther / WWF-Canon

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Outcomes

1. Partners in Conservation“I expect a group at this level to have a name, even if I can’t be a part of it”

2. New Business Opportunity“Don’t mail me too much – reflect my giving behavior”

3. Benefits vs. Premiums“I am more fulfilled through intrinsic benefits, less stuff”

4. Engagement“Let me be a part of something – I want to be with people like me”

What We Learned

WWF

supporter

feedback

Great org reputation; highly regarded

Low awareness of Partners program

Want to feel more personal connection to the organization

ACCESS

Want more engagement with others

COMMUNITY

Want to make a difference

IMPACT

© Michel Roggo / WWF-Canon

Partners in Conservation is a

community of committed people joining

forces to create a brighter future for

wildlife, people and the planet. By

pooling your contributions with those of

other Partners, you ensure a greater

impact as WWF fights to protect the

species—and the habitats—we all care

about.

With either an annual gift of $1,000+,

or monthly commitment of $100+, you

share a closer relationship with WWF

and make a greater impact in

protecting threatened wildlife,

exceptional places and diverse

communities worldwide.

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The Communications Plan

The Editorial Plan

Direct Mail Renewals

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Direct Mail Appeals

Digital Renewals

Digital Appeals

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Direct Mail Invitations

Tested Matching Gift offer

Digital Acquisition

Unprecedented Online Growth

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Busting Silos

© naturepl.com / Edwin Geisbers / WWF-Canon

Stewardship

Creating Annual Loyalty

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A Message from Andrew Wiley

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!

The Partner e-newsletter

World Wildlife magazine

Regional Events

Webinars/Conference calls

Partner Experience

PartnersSymposium

Annual report

The Partner E-Newsletter

Webinars/Conference calls

Online Stewardship

Special Content

What’s Next?

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1. Organizational collaboration is essential to success.

2. Create a balanced communications plan that delivers the right messages, in the right tone, at the right time.

3. Incorporate donor feedback and generate more than good will.

Questions?

In Closing...

Thank you!

Don’t forget to visit the

Solutions Showcase! Many of the ideas discussed today are on display at the

Solutions Showcase!

Andrew Wiley andrew.wiley@wwfus.org andrewcwileyJeff Muller jeff.muller@wwfus.org jeff-muller-4799aa5Adva Priso adva@annelewisllc.com advapriso