16. Charity
50,000 donors
12% annual attrition of
retained donors
Scenario A: No acquisition
Scenario B: Acquire 10k p.a.
0
10000
20000
30000
40000
50000
60000
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Scenario A - no acq
No acq
7345
17. 0
10000
20000
30000
40000
50000
60000
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Scenario A - no acq
No acq
Charity
50,000 donors
12% annual attrition of
retained donors
Scenario A: No acquisition
Scenario B: Acquire 10k p.a.
0
10000
20000
30000
40000
50000
60000
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Scenario A v B: No Acq v 10k per annum
W acq
No acq
Write down your guess
as to how many donors
you would have in
scenario B after 15 years
7345
42887
18. Charity
50,000 donors
12% annual attrition of
retained donors
Scenario A: No acquisition
Scenario B: Acquire 10k p.a.
Just to stay still, the
charity would need to
actually acquire 12,000
or more donors per
annum 7345
0
10000
20000
30000
40000
50000
60000
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Scenario A v B: No Acq v 10k per annum
W acq
No acq
12,000 new donors per annum
19. 0
10000
20000
30000
40000
50000
60000
70000
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
No Acq v 12k per annum
W acq
No acq
Must always acquire but if
we can increase retention
and 2nd gift rates….
Attrition 12%10%
2nd gift rate 50 55%
Only 9,000 donors
needed to stay flat,
12,000 grows DB to
62,700
9,000 new donors per annum needed
22. Campaign
July Donor Care 2012 + EOYR
Spring (August) 2012
Survey (late September) 2012
Christmas Wave 1 2012
Christmas Wave 2 2012
January Donor Care 2013
Autumn (late Feb/early March)
2013
Tax 2013 Wave 1 - Last week April
Tax 2013 Wave 2 - Last week May
Tax 2013 Wave 3 - Last week June
TEST
PLUS
Targeted thank you
letters
• Thank you
• RG Conversion
• Additional gift
Minimum appeals cycle
67. Acquisition Campaign with Cerebral Palsy Alliance
The mail campaign
•4 Waves
•Rented lists
•Total mailed 206,296
•Wheelchair proposition
•Trialed new markets
•Undertook many tests...
69. 1) ‘Pareto 4 page’ versus ‘Simple 1 page’
Winner = Pareto 4 page
Response Ave Gift ROI
Pareto 4 page 3.2 % $ 43 0.71
Simple 1 page 3.0 % $ 38 0.63
Key Test Results
70. 2) Key Chain (premium) versus Address Labels (more standard lift mech)
Winner = Key Chain
Response Ave Gift ROI
Key Chain 4.0 % $ 41 0.85
Labels 2.2 % $ 39 0.47
Key Test Results
71. 3) ‘$25 Ask’ versus ‘$35 Ask’
Winner = $25 Ask
Response Ave Gift ROI
$25 Ask 3.5 % $ 39 0.68
$35 Ask 2.9 % $ 45 0.66
Key Test Results
72. The Future
“Our best pack for next acquisition will be …
•Key Chain premium pack
•4 Page Pareto style letter
•Ask value of $25
•Best time to mail is when TV is playing, Xmas or Tax
•We know which lists to mail; out of the 15 we tested we’ll
drop 4
•Plus we’ll add a few more tests for further refinement.”
78. FEB PREMIUM ACQUISITION 2012
The Objectives
• To recruit 5,250 new donors from a mailing volume of
150,000
• Raise $170,635 (gross income)
• Test two different premiums to see which is the most
successful (measured against response rate, average gift
and ROI)
79. FEB PREMIUM ACQUISITION 2012
OBJECTIVES
Volume 150,000
Response Rate 3.5%
Average Gift $60.00
Gross Income $170,625
80. FEB PREMIUM ACQUISITION 2012
PACK TYPE
Qty
Mailed
Target
PACK A; Notepad 59,780
PACK B; Totebag 59,781
Total 119,561 150,000
Actual Mailed
81. FEB PREMIUM ACQUISITION 2012
Strategy
Timing
•Lodgment 9 February 2012
Channel
•Direct Mail
Message
• Will you please send an urgent gift < of Ask1> and help
children like Mia Francesca beat a diagnosis of cancer by
funding more life-saving cancer research projects in 2012.
84. CAMPAIGN RESULTS OVERVIEW
Pack Mailed Responses Gross Income RR% Avg Gift
Pack A:
Notepad
59,780 2,975 $86,389.50 5.0% $29.04
Pack B:
Totebag
59,781 3,292 $95,878.00 5.5% $29.12
Unknown 0 25 $660.00 0 $26.40
TOTAL
119,561
(target 150k)
6,292
(target 5,250)
$182,927.50
(target
$170,625)
5.3%
(target 3.5%)
$29.07
Comments
New donor
target exceeded
objective even
with lower
mailing qty
Income
exceeded target
thanks to a
strong response
rate
There is a
significant
different in RR
between the
two test packs
Premium does
not effect
average gift
85. FEB PREMIUM ACQUISITION 2012
Response Rate (Notepad vs Totebag)
5.0%
5.5%
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
9.0%
10.0%
Pack A - Notepad Pack B - Totebag
Response Rate
Pack A - Notepad
Pack B - Totebag
86. FEB PREMIUM ACQUISITION 2012
Average Cash Gift (Notepad vs Totebag)
$29.04 $29.12
$0.00
$10.00
$20.00
$30.00
$40.00
$50.00
$60.00
Pack A - Notepad Pack B - Totebag
Average Gift
Pack A - Notepad
Pack B - Totebag
87. FEB PREMIUM ACQUISITION 2012
ROI (Notepad vs Totebag)
0.76
0.63
0.00
0.10
0.20
0.30
0.40
0.50
0.60
0.70
0.80
0.90
Pack A - Notepad Pack B - Totebag
ROI
Pack A - Notepad
Pack B - Totebag
