Fundraising Ireland 2012 - Donor Retention & Attrition
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This document discusses strategies for donor retention and attrition from a presentation by Simon Scriver. It provides real data on attrition rates over time and how they vary by factors like donor gender, age, location, gift level, and donation method/medium. Strategies suggested to improve retention include welcoming calls, adjusting the debit date, addressing attrition in January, upgrading donors, and sharing attrition data through a retention consortium. The goal is to maximize the lifetime value of regular donors.
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Fundraising Ireland 2012 - Donor Retention & Attrition
- 1. Donor Attrition & Retention Real Data & Real Ideas Simon Scriver Total Fundraising @TotalFR #finfc12
- 2. Overview •Real numbers •Real ideas •Seeds of randomness •(Almost) No advertisement Regular Giving - Simon Scriver
- 3. About Me Regular Giving - Simon Scriver
- 4. Segmentation You are dealing with individuals. Regular Giving - Simon Scriver
- 5. Attrition The decrease in numbers of regular givers. Regular Giving - Simon Scriver
- 6. Attrition Regular Giving - Simon Scriver
- 7. Attrition 25% Regular Giving - Simon Scriver
- 8. Attrition 50% Regular Giving - Simon Scriver
- 9. Attrition Regular Giving - Simon Scriver
- 10. Attrition Regular Giving - Simon Scriver
- 11. Attrition Regular Giving - Simon Scriver
- 12. Perfect Attrition 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Regular Giving - Simon Scriver
- 13. Actual Attrition 60% 50% 40% 30% 20% 10% 0% 1 2 3 4 5 6 7 8 9 10 11 12 13 Regular Giving - Simon Scriver
- 14. Gender 60% 50% 40% 30% Male Female 20% 10% 0% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Regular Giving - Simon Scriver
- 15. Gender 60% 50% 40% Male 30% Female Joint 20% 10% 0% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Regular Giving - Simon Scriver
- 16. Age Group 100% 90% 80% 70% 60+ 60% 50-59 40-49 50% 30-39 40% 25-29 30% 21-24 18-20 20% 10% 0% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Regular Giving - Simon Scriver
- 17. Young Person Solution I’m not your friend. Regular Giving - Simon Scriver
- 18. Employment Status 90% 80% 70% 60% Employed 50% Self-Employed 40% Unemployed Student 30% Retired 20% 10% 0% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Regular Giving - Simon Scriver
- 19. The Unemployed Solution • Lower gift? • Mailing list? • Volunteer? • Fundraiser? • Reactivation? Regular Giving - Simon Scriver
- 20. Gift 60% 50% 40% 30% High Ask (€21+) Low Ask (<€21) 20% 10% 0% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Regular Giving - Simon Scriver
- 21. Gift €16 €21 100 donors 100 donors 57 active 43 active €12,423 €13,429 + TAX Regular Giving - Simon Scriver
- 22. Welcome Call 60% 50% 40% Full Contact 30% No Contact Partial Contact 20% 10% 0% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Regular Giving - Simon Scriver
- 23. 90% Location 80% 70% 60% 50% 40% 30% Co Clare Co Cork Co Donegal Co Dublin 20% Co Galway Co Kerry Co Kildare Co Kilkenny Co Laois Co Limerick Co Louth Co Meath Co Offally Co Tipperary Co Westmeath Co Wicklow 10% Dublin 3 Dublin 4 Dublin 5 Dublin 7 Dublin 8 Dublin 9 Dublin 11 Dublin 12 Dublin 13 Dublin 14 Dublin 15 Dublin 16 0% Dublin 17 Dublin 18 Dublin 22 Dublin 24 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Regular Giving - Simon Scriver
- 24. 90% Location 80% 70% 60% 50% 40% 30% 20% 10% Co Kilkenny Co Laois Co Offally Co Tipperary Dublin 3 0% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Regular Giving - Simon Scriver
- 25. Debit Date 70% 60% 50% 40% 1st-3rd 4th-6th 30% 7th-9th 15th 20% 10% 0% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Regular Giving - Simon Scriver
- 26. Month Source: Rapidata’s Charity Direct Debit Tracking Report Regular Giving - Simon Scriver
- 27. The January Spike Hi Simon, Thank you… We understand January can be difficult…so we wanted to let you know that you are welcome to take a break from your monthly gift… Just fill in the return slip below and tick the appropriate box and we will make sure we do not debit your account in January… Alternatively, if you would like to make an additional donation this Christmas period… Regular Giving - Simon Scriver
- 28. Medium 70% 60% 50% 40% Street Door 30% Web Inbound Telephone 20% 10% 0% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Regular Giving - Simon Scriver
- 29. Medium 45% 40% 35% 30% 25% Street Door 20% Web 15% Inbound Telephone 10% 5% 0% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Regular Giving - Simon Scriver
- 30. Medium Street Door Telephone On-Line €15.50 €15.50 €5.50 €4.50 Regular Giving - Simon Scriver
- 31. Lifetime Value Regular Giving - Simon Scriver
- 32. The Retention Consortium Share the attrition you are experiencing on an ongoing basis and in return receive comparable, anonymous figures from other organisations. Regular Giving - Simon Scriver
- 33. What Next? Open Your Debit Date Consider the January Spike Work With More ‘Challenging’ Donors Upgrade Determine your CPA, Gift, LTV, MGMT, etc. Share Remember Why You’re Doing It Regular Giving - Simon Scriver
- 34. Simon Scriver simonscriver@totalfundraising.ie www.totalfundraising.ie http://changefundraising.blogspot.com/ (01) 884 8002 @TotalFR Regular Giving - Simon Scriver
Notas del editor
- Want to deliver what I like seeing at conferences:Real figuresReal ideas & solutions – a checklist of your next stepsPlant seeds of randomnessNo advertisement
- Real figuresReal ideas & solutions – a checklist of your next stepsPlant seeds of randomnessNo advertisement
- About me & Total Fundraising (one and only advertisement)Recruit levels, but base this on 40,000 donors – some don’t want to share, can’t share, don’t look themselves
- No sport. Music.Interested in Movember, not Frocktober.Excel filter.Segmentation when communicating:MailE-MailSocial MediaTelephoneSMSInvitationsCompetitionsSurveysOffer alternatives to cancellation
- Assumes you have regular donors…if not, why not?If you have a board of directors you should have regular donors.
- Percentage from original number of donors
- Japanese attrition
- Distinction between non-starters and attrition – don’t pay, but still take in to accountSharp decline at beginning – why initial contact is so important (postcards, SMS, etc.)How many donors do you need to generate necessary income? How many to recruit each month to stay at that level?Eg. WSAI needed €60k p/a – donor worth €300 p/a need 200 donors – losing 30% each year so replace/reactivate 60 a year
- Dorothy DonorIs anyone segmenting by gender? So easy. Don’t tell me you don’t have time – if your database doesn’t do it then what’s the point of your database. Use Excel. Or Open Office.Generalisation: men make decisions when put on the spot but can’t get them to do anything…which is why I own a banjo that I can’t play
- Joint – Twin Cities – Twin Donors?
- Why flakey? UNHCR cancelled cos maxed out credit card to go to Adelaide to meet a Danish girl who was a witch in her past lifeStill have value.As agency we have to keep quality up, but charity doesn’t turn anyone away – so you will get them all.
- “Dear Friend”“Dear Simon” vs. “Hi Simon”Animal Adoption with swearing and rude jokes
- Unemployed & Students worse for obvious reasonsNew ICTR proposed changes – self-employed should be able to choose – self-employed is higher gift but still better quality
- ROI needs to be looked at to truly determineAmnesty asking us not to sign up higher gift donors
- Welcome Call gives opportunity to cancel & feedback
- Presumably as more money in Dublin, but also worth considering more connected in Dublin – correspondence comes from Dublin written by Dublin.Your own org?
- Got rid of the 15thWhat date would you prefer? 1st, 15th, 25th, 30th?People get paid different days so suits different people, so impossible to say which day is best for everyone?Why can’t people choose? “You’re fantastic, you’re gift buys hundreds of rehydration packs, you’re literally saving lives, you’re the most generous amazing person in the world…but you have to do it on the 10th. You get paid on the 11th? Too bad. Computer says no.”Why don’t you do it? Don’t do it because of ‘cost’ and because Doris doesn’t have time.What if you paid her more?What if you hired a P/T person?Don’t ask when do you want to give, ask when do you get paid?ActionAid – debiting on random days and I expressed concern.“69% of people said it was because of financial pressure…it underpins the fact that the reasons are mostly EXTERNAL.”People can’t afford it so it’s not our fault. I can’t afford anything, especially a debit that comes out on the wrong day, a day I don’t want.Surprised % isn’t higher. People choose what to give up and the first thing they give up is the worst thing. I can’t afford a PlayStation, but I could afford a Wii.
- Also look at percentage unpaid WWF, IndeCare,Allows you to budget betterDon’t have Ireland yet – looking to see what causes spikes:globally, eg. bailoutSector, eg. CEO rates of pay – (Rehab/Concern cancel)Organisation, stupid correspondence
- Why not take a break in Jan? Who thinks this will help, will be worse, won’t make a difference
- Outbound telephone – warm & cold, not enough yet
- Barbed wire fence, moat, crocodilesHow much does each cost you per donor? How many can you get?Different gift amounts
- Barbed wire fence, moat, crocodilesHow much does each cost you per donor? How many can you get?Different gift amounts
- CPA – anybody know? Anyone willing to share??
- The more detail you put in the more detail you receive.Provides benchmark. Knowledge before a campaign.Allows sector to have open discussion about how to improve.Have to look at ROI – giftFrequency / Sign-up Day/Time / Tax Status