Making your annual appeal appealing
-
Upload
amy-kaczmarek -
Category
Documents
-
view
2.071 -
download
0
description
Transcript of Making your annual appeal appealing
![Page 1: Making your annual appeal appealing](https://reader033.fdocuments.net/reader033/viewer/2022061206/5483de14b4af9f0d178b479a/html5/thumbnails/1.jpg)
A look at annual giving best practices
Making your annual appeal appealing
![Page 2: Making your annual appeal appealing](https://reader033.fdocuments.net/reader033/viewer/2022061206/5483de14b4af9f0d178b479a/html5/thumbnails/2.jpg)
Amy Kaczmarek, Director of Annual Giving Programs
Dominican University
Fundraising notables:• Grassroots • Small shop • Mid-size, higher ed
Introductions
![Page 3: Making your annual appeal appealing](https://reader033.fdocuments.net/reader033/viewer/2022061206/5483de14b4af9f0d178b479a/html5/thumbnails/3.jpg)
Your appeal is not about your organization.
![Page 4: Making your annual appeal appealing](https://reader033.fdocuments.net/reader033/viewer/2022061206/5483de14b4af9f0d178b479a/html5/thumbnails/4.jpg)
• Purpose• Timing• Communication vehicles• Outcomes
What is an annual appeal?
![Page 5: Making your annual appeal appealing](https://reader033.fdocuments.net/reader033/viewer/2022061206/5483de14b4af9f0d178b479a/html5/thumbnails/5.jpg)
Your appeal is not about your organization.
It’s about your donors.
![Page 6: Making your annual appeal appealing](https://reader033.fdocuments.net/reader033/viewer/2022061206/5483de14b4af9f0d178b479a/html5/thumbnails/6.jpg)
1. Identify your audience (market)
2. Segment your lists
3. Test something – ANYTHING!
4. Strengthen Marketing Mix
5. Measure your results
5-Step Approach to Annual Appeals
![Page 7: Making your annual appeal appealing](https://reader033.fdocuments.net/reader033/viewer/2022061206/5483de14b4af9f0d178b479a/html5/thumbnails/7.jpg)
Who is your audience?
Better yet, who are your audiences?
• Their relationship with you
• Demographics• Donor type
Identify your audience
![Page 8: Making your annual appeal appealing](https://reader033.fdocuments.net/reader033/viewer/2022061206/5483de14b4af9f0d178b479a/html5/thumbnails/8.jpg)
• Segmenting by generations is the hot topic
• Excellent white paper: The Next Generation of American Giving
Generational Fundraising
![Page 9: Making your annual appeal appealing](https://reader033.fdocuments.net/reader033/viewer/2022061206/5483de14b4af9f0d178b479a/html5/thumbnails/9.jpg)
Segment your lists
Rosary College
MaturesCls of 1930-
1967
Lybunt Sybunt NonDnr
BoomersCls of 1968-
1986
Lybunt Sybunt NonDnr
Gen XCls of 1987-
2000
Lybunt Sybunt NonDnr
Gen YCls of 2001-
2010Lybunt Sybunt NonDnr
Graduate Schools
Brennan School of Business
Lybunt Sybunt NonDnr
Library & Info Science
Lybunt Sybunt NonDnr
Education
Lybunt Sybunt NonDnr
Social Work
Lybunt Sybunt NonDnr
![Page 10: Making your annual appeal appealing](https://reader033.fdocuments.net/reader033/viewer/2022061206/5483de14b4af9f0d178b479a/html5/thumbnails/10.jpg)
Test something – ANYTHING!
BrochureLetter
![Page 11: Making your annual appeal appealing](https://reader033.fdocuments.net/reader033/viewer/2022061206/5483de14b4af9f0d178b479a/html5/thumbnails/11.jpg)
![Page 12: Making your annual appeal appealing](https://reader033.fdocuments.net/reader033/viewer/2022061206/5483de14b4af9f0d178b479a/html5/thumbnails/12.jpg)
![Page 13: Making your annual appeal appealing](https://reader033.fdocuments.net/reader033/viewer/2022061206/5483de14b4af9f0d178b479a/html5/thumbnails/13.jpg)
Main channels• Direct Mail• Phone / Telethon• Email• Web• Other publications
Up and coming channels• Social media• Mobile• Text to give
Strengthen Marketing Mix
![Page 14: Making your annual appeal appealing](https://reader033.fdocuments.net/reader033/viewer/2022061206/5483de14b4af9f0d178b479a/html5/thumbnails/14.jpg)
Considerations / Recommendations• Timing• Length of letter (just a letter?)• Style of letter• Signatory• Packaging / envelope• Reply mechanism• Postage• Number of communications each
year• Free gift? • Above all else: Make an ask
AND make it easy to give
Marketing Mix – Direct Mail
![Page 15: Making your annual appeal appealing](https://reader033.fdocuments.net/reader033/viewer/2022061206/5483de14b4af9f0d178b479a/html5/thumbnails/15.jpg)
Considerations / Recommendations
• Timing• Where are you calling from? • Script• Who’s calling• Pledge cards• Number of calls before you
leave a message• Above all else: Make an ask
AND make it easy to give
Marketing Mix – Phone
![Page 16: Making your annual appeal appealing](https://reader033.fdocuments.net/reader033/viewer/2022061206/5483de14b4af9f0d178b479a/html5/thumbnails/16.jpg)
Considerations / Recommendations
• Timing• Who is it from? • Subject line• Length• Style• Reply mechanism• Number of communications
each year• Above all else: Make an ask
AND make it easy to give
Marketing Mix – E-mail
![Page 17: Making your annual appeal appealing](https://reader033.fdocuments.net/reader033/viewer/2022061206/5483de14b4af9f0d178b479a/html5/thumbnails/17.jpg)
Considerations / Recommendations
• Content• Make a gift button• Online giving page• Above all else: Make
an ask AND make it easy to give
Marketing Mix – Web
![Page 18: Making your annual appeal appealing](https://reader033.fdocuments.net/reader033/viewer/2022061206/5483de14b4af9f0d178b479a/html5/thumbnails/18.jpg)
Considerations / Recommendations
• Other publications• Social media• Mobile• Text to give
Marketing Mix – Other channels
![Page 19: Making your annual appeal appealing](https://reader033.fdocuments.net/reader033/viewer/2022061206/5483de14b4af9f0d178b479a/html5/thumbnails/19.jpg)
• How each segment and donor type responded, and to what type of appeal
• Coded replies with appeals and packages
Measuring Results
![Page 20: Making your annual appeal appealing](https://reader033.fdocuments.net/reader033/viewer/2022061206/5483de14b4af9f0d178b479a/html5/thumbnails/20.jpg)
Rosary College
MaturesCls of 1930-
1967
Lybunt Sybunt NonDnr
BoomersCls of 1968-
1986
Lybunt Sybunt NonDnr
Gen XCls of 1987-
2000
Lybunt Sybunt NonDnr
Gen YCls of 2001-
2010
Lybunt Sybunt NonDnrGraduate Schools
Brennan School of Business
Lybunt Sybunt NonDnr
Library & Info Science
Lybunt Sybunt NonDnr
Education
Lybunt Sybunt NonDnr
Social Work
Lybunt Sybunt NonDnr
Appeal
Package
![Page 21: Making your annual appeal appealing](https://reader033.fdocuments.net/reader033/viewer/2022061206/5483de14b4af9f0d178b479a/html5/thumbnails/21.jpg)
Appeal & Package Chart
Appeal ID Description Notes Identifiers #Solicited
Packages
1Brochure 1B Fall FY11 DM GEN Y 1=RCAS GEN Y1BL, 1BS, 1BN 2,359 L-S-N
2Brochure 2B Fall FY11 DM Gen X 2=RCAS Gen X2BL, 2BS, 2BN 868 L-S-N
3Brochure 3B Fall FY11 DM BOOM 3=RCAS Boomers3BL, 3BS, 3BN 769 L-S-N
4Brochure 4B Fall FY11 DM Mature 4=RCAS Matures4BL, 4BS, 4BN 650 L-S-N
1Letter 1L Fall FY11 DM GEN YFall Direct mail Letter 1LL, 1LS, 1LN 2,358 L-S-N
2Letter 2L Fall FY11 DM Gen X 2=RCAS Gen X 2LL, 2LS, 2LN 1,534 L-S-N3Letter 3L Fall FY11 DM BOOM 3=RCAS Boomers 3LL, 3LS, 3LN 774 L-S-N4Letter 4L Fall FY11 DM Mature 4=RCAS Matures 4LL, 4LS, 4LN 653 L-S-N55 BSB 55 BSB Fall DM FY11 direct mail 55BSB 4,043 L-S-N56 GSLIS 56 GSLIS Fall DM FY11 direct mail 56GSLIS 5,731 L-S-N57 SOE 57 SOE Fall DM FY11 direct mail 57SOE 1,878 L-S-N58 GSSW 58 GSSW Fall DM FY11 direct mail 58GSSW 320 L-S-N59 SLCS 59 SLCS Fall DM FY11 direct mail 59SLCS 297 L-S-N
Fall email FY11Fall year end email FY11 Email blast year end 9256 L-S-N
![Page 22: Making your annual appeal appealing](https://reader033.fdocuments.net/reader033/viewer/2022061206/5483de14b4af9f0d178b479a/html5/thumbnails/22.jpg)
Results
• Letter performed better than the brochure• Boomers & matures vs. Gen X & Gen Y• Direct mail vs. phonathon
Undergraduate Letter Brochure Phonathon
Response Rate 2.09% 1.94% 44%
Average Gift $78.78 $64.58 $57.63
![Page 23: Making your annual appeal appealing](https://reader033.fdocuments.net/reader033/viewer/2022061206/5483de14b4af9f0d178b479a/html5/thumbnails/23.jpg)
1. Audience – same2. Segmentation –
same3. Test – new online
system & designations
4. Marketing Mix – better timing, channels, web, & email communications
5. Results
Sample 2012 Overview
![Page 24: Making your annual appeal appealing](https://reader033.fdocuments.net/reader033/viewer/2022061206/5483de14b4af9f0d178b479a/html5/thumbnails/24.jpg)
Sample 2012 Direct Mail Results
FY12
Appeal Solicited Amount Response % Donors Avrg/Donor
Undergrad Fall Direct Mail 10,834 $42,368.00 4.48% 485 $87.36
Graduate Fall Direct Mail 9,226 $9,586.00 1.44% 133 $72.08
Undergraduate Spring Direct Mail 7,520 $11,403.91 1.72% 129 $88.40
Graduate Spring Direct Mail 8,879 $2,945.00 0.50% 44 $66.93
FY11
Appeal Solicited Amount Response % Donors Avrg/Donor
Undergrad Fall Direct Mail 9965 $15,652.00 2% 218 $71.80
Graduate Fall Direct Mail 12269 $9,302.50 1% 136 $68.40
Undergraduate Spring Direct Mail 7,268 $6,405.00 1.07% 78 $82.12
Graduate Spring Direct Mail 9,096 $1,705.00 0.3% 27 $63.15
![Page 25: Making your annual appeal appealing](https://reader033.fdocuments.net/reader033/viewer/2022061206/5483de14b4af9f0d178b479a/html5/thumbnails/25.jpg)
Sample 2012 E-Mail/Online Giving Results
Online Gifts received
FY12 FY11 FY10 FY09
309 232 211 155
![Page 26: Making your annual appeal appealing](https://reader033.fdocuments.net/reader033/viewer/2022061206/5483de14b4af9f0d178b479a/html5/thumbnails/26.jpg)
Contact me:Amy KaczmarekDirector, Annual Giving ProgramsDominican [email protected](708)524-6298dom.edu
Q&A
![Page 27: Making your annual appeal appealing](https://reader033.fdocuments.net/reader033/viewer/2022061206/5483de14b4af9f0d178b479a/html5/thumbnails/27.jpg)
Thank you!