Portrait of a Turnaround DMANF DC Feb 16
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Transcript of Portrait of a Turnaround DMANF DC Feb 16
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Project HOPE:Portrait of a Turnaround(From Circling the Drain to Soaring the Skies)
Jann Schultz, Project HOPEJeff Brooks, TrueSense Marketing
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Short-term metrics
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Cuts to acquisition
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Direct Mail Only
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Extreme list rental
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Shrinking Donor File146,683
72,733
Active donors, Fiscal 2005-2013
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2012 2013p Proj 14 Proj 15 Proj 16 Proj 17 Proj 18
Projected Revenue, 2012
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Turnaround step #1
Don’t stop thinking about tomorrow.
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Turnaround step #2
Offers. Offers! Offers!!
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Turnaround step #3
Build a donor-centered platform.
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Turnaround step #4
Diversify channels.
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Turnaround step #5
Improve donor service.
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Turnaround step #6
Normalize list rental/exchange.
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Turnaround step #7
Educate our community.
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The turnaround?
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After 2 years:
Number of active donors up 13.1%
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Active Donors, Fiscal 2005-2016
146,683
103,244
72,733
Recovering donor file
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After 2 years:
Number of gifts up 27.5%
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After 2 years:
Overall donor retention up 7.2%
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After 2 years:
Annual value per donor up 14%
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After 2 years:
Gross revenue up 27.4%
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2011 2012 2013 2014 2015
Gross Revenue
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2012 2013p Proj 14 Proj 15 Proj 16 Proj 17 Proj 18
Projected Revenue, 2012
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2013 2014 2015 Proj 16 Proj 17 Proj 18 Proj 19
Projected Revenue, 2013
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Jann Schultz Jeff Brooks
[email protected] [email protected]
Senior Director, Integrated Creative Director
Fundraising and Communications
Project HOPE TrueSense Marketing
Portrait of a Turnaround
@jannschultz @jeffbrooks