Children’s Museums Benchmarking Using Data to Drive Strategy€¦ · Altru Patron Benchmarking...

Children’s Museums Benchmarking

Using Data to Drive Strategy

Deb Ashmore

Hi! I’m Deb Ashmore

At Blackbaud: 5 years

Hometown: Philadelphia

Launched and managed a successful sustainer program before joining Blackbaud

Provide data analysis across a variety of nonprofit sectors

I love my job, but if I had to do something else, I’d be a pirate.

Compare your

organization to peer

organization

benchmarks and

national industry

trends

Key Session Goals

Understand the

importance of data

collection in your

database

Evaluate the

performance

differences of

various supporter

types – ticket

buyers, members,

donors

US Fundraising Trends

Tumultuous Fundraising Landscape

(not a complete list!) US-China trade relationship.

Economic uncertainty – tariffs

Tax changes

Recession

Data privacy

Self-curation of news

Climate change

Political issues

Decline in Donors The number of donors in the U.S. was highest

in 2005 and has been in decline since.

56% of Americans give – that was 68% five

years ago (Charities Aid Foundation)

Decrease of $4.9-$13.1

billion

Tax Policy and

Charitable Giving

Report

Decrease of $12-$20

billion

Tax Policy Center

Decrease of $16 - $24

billion

Council on Foundations

1.7% - 4.6% 4% – 6.5% 5.3% - 8%

Effect of the Tax Cuts and Jobs Act on Giving

6

Individual giving as a percentage of disposable personal income, 19772017 (in current dollars)

6 17

Disposable Personal Income

7

One Last Thing to Consider

0.0 MM

0.5 MM

1.0 MM

1.5 MM

2.0 MM

2.5 MM

3.0 MM

3.5 MM

4.0 MM

4.5 MM

5.0 MM

1983

1985

1987

1989

1991

1993

1995

1997

1999

2001

2003

2005

2007

2009

2011

2013

2015

2017

2019

2021

2023

2025

2027

2029

2031

2033

2035

2037

2039

2041

2043

2045

2047

2049

2051

2053

2055

2057

2059

2061

Maximum US-Born Population Aged 50 (1983-2063)(Number of Live Births Fifty Years before Date Shown)

BABYBUST

BABYBOOM

Maximum Number of People Turning 50 in 2025

Maximum Number of People Turning 50 in 2015

BABYBUST

BABYBOOM

Source: 12-Month Ending Number of Live Births in the United States, Centers for Disease Control and Prevention - National Center for Health Statistics, http://www.cdc.gov/nchs/data_access/Vitalstatsonline.htm. Retrieved March 2, 2015. Each original annual birth cohort is shown under the date that is fifty years after theoriginal birth year. Does not take deaths into account.

8

9

U.S. donorCentrics Index of Direct Marketing

Fundraising: Q3 2018 Performance Results

59 national non-profit organizations

Organizations have 100,000+ active (0-12 month) donors

Direct marketing giving (mail, telemarketing, web, canvassing – not events)

Individual payments greater than $10,000, soft credits, and matching gift

payments are excluded.

Robust data set 30 million donors and more than 77 million gifts totaling

over $2.8 billion in revenue

10

donorCentrics Index of Direct Marketing Fundraising:

Q4 2018 Results

11


Q4 2018 Results

12

IndexRevenue

24.2%

IndexDonors

-1.2%

-5%

0%

5%

10%

15%

20%

25%

30%

Q4 2

013

Q1 2

014

Q2 2

014

Q3 2

014

Q4 2

014

Q1 2

015

Q2 2

015

Q3 2

015

Q4 2

015

Q1 2

016

Q2 2

016

Q3 2

016

Q4 2

016

Q1 2

017

Q2 2

017

Q3 2

017

Q4 2

017

Q1 2

018

Q2 2

018

Q3 2

018

Q4 2

018

Fig. 3: Five-Year Overall Index Revenue and Donor TrendsCumulative Rolling 12-Month Median Change from Q4 2013

Typhoon Haiyan

NepalEarthquake

2016 Presidential

Election

Hurricanes Harvey, Irma,

& Maria


Q4 2018 Results

13


Q4 2018 Results

14


Q4 2018 Results – Arts and Cultural

15

Altru Patron Benchmarking Dashboards

384 cultural organizations

60 Children’s Museums

Based on data from Altru Dashboards - Interactive, web-based dashboard

for Altru organizations to compare their supporting giving trends to other

Altru participating organizations

Organizations range in Patron counts from 1300 – 19,000

Revenue Ranges from $400,000 - $2,200,000

An assessment of patron support – through the

giving lifecycle

Acquire Retain Upgrade

Ticket Buyer

Member Donor

Active Patron Supporters

50th

percentile

75th

percentile

25th

percentile

The median revenue per patron was $222 in 2017.

Each patron made 1.6 transactions – tickets,

membership, and donations.

Active Patron Supporters – Children’s Museums

The median revenue per Children’s Museum patron was $164 in 2017.

Each Children’s Museum patron made 1.8 transactions – tickets, membership, and donations.

Revenue Per Patron - Comparison

All Organizations

Children’s Museums

Revenue Per Patrons with Donations – Comparison

Median Rev/ Donor Patron for Children’s

is $138 less than All Orgs Median

All Organizations


Median Rev/Members with Donations Patron

for Children’s is $111 less than All Orgs Median

Revenue per Patron

Median Overall Revenue per Patron ranged from $113 - $433

Median Revenue per Membership-Only Patron Ranged from $85-130

Revenue per Patron

At the median 6% of all Children’s Museums patrons

make charitable contributions outside of membership.

Patron Supporter Composition – Children’s Museums

Patron Supporter Composition – All Organizations

At the median 10% of all patrons make charitable

contributions outside of membership.

63% of all patrons are new to file.

Patron Supporter Composition by Loyalty– Children’s Museums

55% of all patrons are new to file.

Patron Supporter Composition by Loyalty– All Organizations

Transactions by Giving Level – Children’s Museums

Ticket Purchasers by Supporter Type – Children’s Museums

Patron Acquisition – Children’s Museums

Patron Acquisition- All Organizations

80% of Organizations Increased the Number of New Patrons in 2017

Patron Acquisition – Comparisons

2019M+R Benchmarks Study

The top 25% of organizations retained 48+% of their

patrons, and 72% of their revenue.

Keeping Patrons and Revenue – All Organizations

The top 25% of organizations retained 34+% of their

patrons, and 45% of their revenue.

Keeping Patrons and Revenue – All Children’s Museums

Overall Patron Retention Rate Ranges from a Median 29% to 48%

Keeping Patrons - Comparison


Patron retention is highest among

members who are also donors.

Patron retention increases

with loyalty.


Multi-Year Ticket Only

Patrons retain as well as

Members.

The Overall Retention Rate of Patrons Who Only Purchased Tickets Ranges

from a Median 10% to 27%


Overall Retention Rate of Patrons Who Purchased a Membership Ranges

from a Median 33% to 68%


Conversion to Membership

Conversion to Membership increases

patron retention and long-term value


All Organizations

2019M+R Benchmarks Study

Sharing and learning from 35 organizations of

different sizes and missions

Data analysis covering a combined

17.7 million donors

who gave 61.4 million gifts

for a total of $2.41 billion in 2018.

donorCentrics Sustainer Summit

Recurring Populations and Revenue Increased at the Median.

Change in median

recurring donors over

3 years

+52%Change in median

recurring revenue over

3 years

+94%

First Year Retention Rate of All New Donors was Flat in 2018.

Composite First Year

Retention Rate 2017

35.8%Composite First Year

Retention Rate 2018

35.4%

First Year Retention Rate of New Single Gift Donors Declined

in 2018.

Composite First Year

Retention Rate for

Single Gift Donors

2017

30.8%Composite First Year

Retention Rate for

Single Gift Donors

2018

26.3%

Median Month 13 Donor Retention Rate for Recurring Acquired

Donors Increased in 2018, driving stable First-Year Retention

Rates Overall.

49% 48%52% 53%

64%

2014 2015 2016 2017 2018

3,184 4,948 6,630 6,709 9,518

Median Number of New Recurring-Acquired Donors to Retain Each Year

donorCentrics Cultural Benchmarking Group

Range in the Share of Patrons Making a Recurring Gift

0.2% 2% 6%

Range in the Share of Patrons Making an Online Gift

2% 15% 16%

Donor Lifecycle and Impact on Analysis

Understanding how donors behave and

move through the file over time

Affects how you interpret your data

• Do you have a high percentage of new donors?

• Is your mid-level program robust?

• Do you have a large number of low dollar donors?

• Do you have a monthly donor program?

The composition of your file will affect retention rates,

reactivation rates, revenue per donor, and other key metrics.

Measure What is Meaningful

• Active Patrons

• Retention/Conversion

• Frequency

• Average Gift Amount

• Annual Value

• Revenue

• # of Gifts

• Members/Donor Non-Members

• Channel (Online, Onsite, Mail)

• Length of time on file

• Monthly Donors

What is important to your organization?

What are the Actionable Insights Gained from Data?

• Are our metrics on par with peer organizations?

• How should we prioritize our efforts?

• Should we invest more or cut back in direct marketing?

• Do we have the human resources we need to implement the strategy?

Technology resources?

• How do we communicate results to management?

Keep in mind that no other

organization is a perfect match.

Questions?

Comments?

Rum?

Reach out:

[email protected]

mailto:[email protected]

Making good even betterThank you

Children’s Museums Benchmarking Using Data to Drive Strategy€¦ · Altru Patron Benchmarking...

Documents

Transcript of Children’s Museums Benchmarking Using Data to Drive Strategy€¦ · Altru Patron Benchmarking...