Accelerate Your Acquisition: How to Rise Above the Noise and Activate the Donors You Need with Curt Swindoll

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Curt Swindoll Executive Vice President, Strategy curt.swindoll@pursuant.com

Acquisition: Why is it so important?

•  Donor attrition = 55% •  Potential donors are bombarded by 3,000+ ads per day •  The Internet and Social Media age is noisy and distracting

•  The “Attention” Economy

Your acquisition strategy depends on what kind of organization you are.

Open vs. Closed Loop Organizations

vs.

Open Loop Organizations Examples: Humanitarian organizations, some general NPOs

Donor Organization Beneficiary

Support Impact

Open Loop Acquisition

Donors don’t know you Prospect base = Anyone

Advantage: Disadvantage:

Closed Loop Organizations Examples: Higher Ed institutions, some faith-based organizations and churches

Organization Beneficiary/Donor

Support

Impact

Closed Loop Acquisition

Prospects are largely limited to your base of

beneficiaries

Prospects have personally benefitted from your work

Advantage: Disadvantage:

5 Principles to Help Open Loop Organizations

Find More Donors

#1 Be intentional about impressions.

Impressions include ads, direct mail, presentations, volunteer experiences, word of mouth via peer or influencer, etc.

Where do your most-likely prospects hang out?

The most expensive part of the acquisition process is the cost of the impression.

Open loop organizations are required to invest in impressions.

Creating a Tribe Takes Creativity

•  Connect your strategies to the nature of your work

•  Leverage social media •  Make news •  Partner with compatible

organizations

Example of a strong impression: donor experiences the work and/or meets a beneficiary directly.

#2 Invest in immersive experiences.

Donor Beneficiary

Support Impact

Organization Donor Organization Beneficiary

Support Impact

But most donors will not be able to go to the beneficiaries…

...so “bring” the beneficiary to the donor.

Storytelling is the answer!

➢  A donor must connect intellectually and emotionally to the needs of an individual beneficiary.

➢  A story is a simulation of a real, live experience.

➢  The more immersive, the better. Give the donor a vicarious experience.

#3 Improve messaging with donor feedback.

➢ Survey ➢ Test ➢ Leverage social media

#4 Maximize the ask: 1.  A donor ask should directly follow

experiencing what the organization does.

2.  Be clear about the use of funds and your goals. Fund projects, if possible.

3.  Help the donor understand what their gift will accomplish.

4.  Capture contact and giving information in the moment.

5. Make it easy for them to commit to a recurring gift.

#5 Leverage Intellectual Property Donors are most likely to give when an organization has personal meaning or value to them.

The Personal Value Hierarchy

8

5. LEVERAGE INTELLECTUAL PROPERTY

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MATU

RITY

Appreciate the value of what you know, and to use that information to benefit your donors.

5 Principles to Help Closed Loop Organizations

Find More Donors

Reminder:

Organization Beneficiary/Donor

Support

Impact

Universities

Hospitals

Because prospects exist (from the experience of personally benefiting from the organization or institution)…

…new impressions in a closed loop organization aren’t necessary.

But those impressions are frequently wasted…

…so we need to do a better job leveraging the impressions we already have versus investing in new ones.

#1 Cultivate a culture of philanthropy. ➢  Current beneficiaries may not have the capacity or willingness to give

now, but they will later. ➢  Early impressions must establish the importance of a long-term

relationship.

Cultivating philanthropy:

The greater the distance from being a beneficiary to being a donor, the stronger the culture of philanthropy needs to be.

Time it takes a beneficiary to become a donor

Importance of creating a philanthropic culture

Case for Support Need

Strategy Vision

Opportunity

#2 Remember the process.

How to leverage an impression:

Impression → Connection → Engagement → Conversion → Sustainment

#3 Think transformational, not transactional Transaction Transformation

Convincing/manipulating donor Educating the donor

Relationship begins with a gift Relationship begins with an impression

Focused on the gift Focused on the relationship

Securing a gift Engaging in a memorable experience

Organization is the “hero” Donor is the “hero”

Short term results Maximizing lifetime value

Premiums are tchotchkes Premiums are educational and valuable

Donor turnover/churn Retaining donors

Gift ledgers Annual impact reports

Focus on efficiency Focus on value

#4 Provide value-rich content. ➢  No one wants to join your mailing list! They want a “value

exchange.” ➢  Begin asking today, “What do our beneficiaries value? What

information do we have that will educate, encourage, help, and support them?”

#5 Improve New Donor Retention with “Reminder Cards”.

Content on these cards should demonstrate the value in having an ongoing relationship with your organization.

Connect “Reminder Cards” to Content •  A diagram or model •  Three things to do every week •  Facts to remember

•  Conversation starters for your family, friends

•  Steps to follow

Action Steps to Accelerate Your Acquisition:

1.  Determine the relationship between your donors and beneficiaries. 2.  Identify areas needing attention or improvement. 3.  Evaluate your onboarding process. What is the experience of being

a prospect or first-time donor? 4.  Plan how you will address acquisition a step at a time. 5.  Find creative ways to avoid the rising cost of quality impressions.

Leverage the impressions you already have!!!

Conclusion Acquisition success requires: ➢  Understanding the nature of your relationship with donors. ➢  A process that is aligned with that relationship. ➢  Does your cultivation process allow donors to slip through the

cracks? Any investment in acquisition is largely wasted if the cultivation process is poor.

How can we help? Pursuant’s GPS…

Key Multi-year 2010 2011 2012 2013 2012 vs. 2013 % 2013 2014 YTD Variance % Available Donors 3,857 3,882 3,928 3,930 2 0.05% 3,930 3,738 (192) -4.89%

Active Donors 3,152 3,213 3,267 3,156 (111) -3.40% 2,013 2,041 28 1.39%% Retained 81.72% 82.77% 83.17% 80.31% -2.87% -3.45% 51.22% 54.60% 3.38% 6.60%

Gifts 20,678 20,784 21,005 20,482 (523) -2.49% 4,948 5,098 150 3.03%Frequency 6.56 6.47 6.43 6.49 0.06 0.94% 2.46 2.50 0.04 1.62%

Gross Revenue 2,284,948.94$ 2,351,109.33$ 2,540,910.69$ 2,945,144.61$ 404,233.92$ 15.91% 433,692.29$ 532,655.41$ 98,963.12$ 22.82%Average Gift Amount 110.50$ 113.12$ 120.97$ 143.79$ 22.82$ 18.87% 87.65$ 104.48$ 16.83$ 19.21%

Revenue/Active Donor 724.92$ 731.75$ 777.75$ 933.19$ 155.44$ 19.99% 215.45$ 260.98$ 45.53$ 21.13%New Continuing 2010 2011 2012 2013 2012 vs. 2013 % 2013 2014 YTD Variance % Available Donors 707 1,063 775 933 158 20.39% 933 654 (279) -29.90%

Active Donors 301 413 328 286 (42) -12.80% 153 144 (9) -5.88%% Retained 42.57% 38.85% 42.32% 30.65% -11.67% -27.57% 16.40% 22.02% 5.62% 34.27%

Gifts 1,180 1,404 1,040 1,076 36 3.46% 272 270 (2) -0.74%Frequency 3.92 3.40 3.17 3.76 0.59 18.66% 1.78 1.88 0.10 5.47%

Gross Revenue 115,342.89$ 106,713.84$ 70,883.38$ 74,876.29$ 3,992.91$ 5.63% 15,338.28$ 16,757.39$ 1,419.11$ 9.25%Average Gift Amount 97.75$ 76.01$ 68.16$ 69.59$ 1.43$ 2.10% 56.39$ 62.06$ 5.67$ 10.06%

Revenue/Active Donor 383.20$ 258.39$ 216.11$ 261.81$ 45.70$ 21.15% 100.25$ 116.37$ 16.12$ 16.08%Reactivated Continuing 2010 2011 2012 2013 2012 vs. 2013 % 2013 2014 YTD Variance %

Available Donors 808 604 617 683 66 10.70% 683 519 (164) -24.01%Active Donors 429 302 335 296 (39) -11.64% 82 106 24 29.27%

% Retained 53.09% 50.00% 54.29% 43.34% -10.96% -20.18% 12.01% 20.42% 8.42% 70.12%Gifts 1,062 737 859 635 (224) -26.08% 125 176 51 40.80%

Frequency 2.48 2.44 2.56 2.15 -0.42 -16.34% 1.52 1.66 0.14 8.92%Gross Revenue 101,951.42$ 74,610.39$ 102,709.12$ 91,022.77$ (11,686.35)$ -11.38% 6,893.32$ 13,606.55$ 6,713.23$ 97.39%

Average Gift Amount 96.00$ 101.24$ 119.57$ 143.34$ 23.77$ 19.88% 55.15$ 77.31$ 22.16$ 40.19%Revenue/Active Donor 237.65$ 247.05$ 306.59$ 307.51$ 0.91$ 0.30% 84.06$ 128.36$ 44.30$ 52.70%

New Donors 2010 2011 2012 2013 2012 vs. 2013 % 2013 2014 YTD Variance % Acquired Donors 1,063 775 933 654 (279) -29.90% 117 187 70 59.83%

Multis 255 186 238 173 (65) -27.31% 16 27 11 68.75%% Multi 23.99% 24.00% 25.51% 26.45% 0.94% 3.70% 13.68% 14.44% 0.76% 5.58%

Gifts 1,725 1,247 1,472 1,171 (301) -20.45% 139 224 85 61.15%Frequency 1.62 1.61 1.58 1.79 0.21 13.49% 1.19 1.20 0.01 0.83%

Gross Revenue 158,599.60$ 327,415.36$ 144,621.69$ 112,588.10$ (32,033.59)$ -22.15% 10,164.35$ 15,602.57$ 5,438.22$ 53.50%Average Gift Amount 91.94$ 262.56$ 98.25$ 96.15$ (2.10)$ -2.14% 73.12$ 69.65$ (3.47)$ -4.75%

Revenue/Acquired Donor 149.20$ 422.47$ 155.01$ 172.15$ 17.15$ 11.06% 86.87$ 83.44$ (3.44)$ -3.96%

Lapsed (13-24) 2010 2011 2012 2013 2012 vs. 2013 % 2013 2014 YTD Variance % Available Donors 1,284 1,490 1,621 1,390 (231) -14.25% 1,390 1,808 418 30.07%

Active Donors 328 387 403 303 (100) -24.81% 80 117 37 46.25%% Reactivated 25.55% 25.97% 24.86% 21.80% -3.06% -12.32% 5.76% 6.47% 0.72% 12.44%

Gifts 515 656 643 531 (112) -17.42% 96 130 34 35.42%Frequency 1.57 1.70 1.60 1.75 0.16 9.84% 1.20 1.11 -0.09 -7.41%

Gross Revenue 267,944.90$ 95,717.17$ 94,170.80$ 572,019.71$ 477,848.91$ 507.43% 11,043.05$ 37,960.01$ 26,916.96$ 243.75%Average Gift Amount 520.28$ 145.91$ 146.46$ 1,077.25$ 930.79$ 635.55% 115.03$ 292.00$ 176.97$ 153.84%

Revenue/Active Donor 816.91$ 247.33$ 233.67$ 1,887.85$ 1,654.18$ 707.90% 138.04$ 324.44$ 186.41$ 135.04%Lapsed (25-60) 2010 2011 2012 2013 2012 vs. 2013 % 2013 2014 YTD Variance %

Available Donors 3,501 2,816 2,772 2,993 221 7.97% 2,993 3,110 117 3.91%Active Donors 213 163 205 177 (28) -13.66% 50 50 0 0.00%% Reactivated 6.08% 5.79% 7.40% 5.91% -1.48% -20.03% 1.67% 1.61% -0.06% -3.76%

Gifts 370 282 303 266 (37) -12.21% 52 57 5 9.62%Frequency 1.74 1.73 1.48 1.50 0.02 1.68% 1.04 1.14 0.10 9.62%

Gross Revenue 32,975.96$ 91,198.21$ 29,980.10$ 33,640.87$ 3,660.77$ 12.21% 6,215.61$ 15,188.68$ 8,973.07$ 144.36%Average Gift Amount 89.12$ 323.40$ 98.94$ 126.47$ 27.53$ 27.82% 119.53$ 266.47$ 146.94$ 122.93%

Revenue/Active Donor 154.82$ 559.50$ 146.24$ 190.06$ 43.82$ 29.96% 124.31$ 303.77$ 179.46$ 144.36%Long Lapsed (61+) 2010 2011 2012 2013 2012 vs. 2013 % 2013 2014 YTD Variance % Available Donors 3,577 4,942 5,859 6,576 717 12.24% 6,576 7,330 754 11.47%

Active Donors 63 67 75 39 (36) -48.00% 9 20 11 122.22%% Reactivated 1.76% 1.36% 1.28% 0.59% -0.69% -53.67% 0.14% 0.27% 0.14% 99.36%

Gifts 96 90 110 68 (42) -38.18% 11 24 13 118.18%Frequency 1.52 1.34 1.47 1.74 0.28 18.88% 1.22 1.20 -0.02 -1.82%

Gross Revenue 13,301.48$ 12,768.26$ 45,537.99$ 6,734.80$ (38,803.19)$ -85.21% 2,161.86$ 2,470.00$ 308.14$ 14.25%Average Gift Amount 138.56$ 141.87$ 413.98$ 99.04$ (314.94)$ -76.08% 196.53$ 102.92$ (93.62)$ -47.63%

Revenue/Active Donor 211.13$ 190.57$ 607.17$ 172.69$ (434.49)$ -71.56% 240.21$ 123.50$ (116.71)$ -48.59%

Totals 2010 2011 2012 2013 2012 vs. 2013 % 2013 2014 YTD Variance % Available Donors 14,797 15,572 16,505 17,159 654 3.96% 16,622 17,346 724 4.36%

Active Donors 5,549 5,320 5,546 4,911 (635) -11.45% 2,504 2,665 161 6.43%% Donors Giving 37.50% 34.16% 33.60% 28.62% -4.98% -14.82% 15.06% 15.36% 0.30% 1.99%

Gifts 25,626 25,200 25,432 24,229 (1,203) -4.73% 5,643 5,979 336 5.95%Frequency 4.62 4.74 4.59 4.93 0.35 7.59% 2.25 2.24 -0.01 -0.45%

Gross Revenue 2,975,065.19$ 3,059,532.56$ 3,028,813.77$ 3,836,027.15$ 807,213.38$ 26.65% 485,508.76$ 634,240.61$ 148,731.85$ 30.63%Average Gift Amount 116.10$ 121.41$ 119.09$ 158.32$ 39.23$ 32.94% 86.04$ 106.08$ 20.04$ 23.29%

Revenue/Active Donor 536.14$ 575.10$ 546.13$ 781.11$ 234.98$ 43.03% 193.89$ 237.99$ 44.10$ 0.00%

Year - to - Date (Jul - Sep)Year - to - Year

Sample Client

Universe: All Revenue; All Donors; All HPC

Donor Migration Report

Report Data date: XX/XX/20XX

Curre

ntNe

wLa

psed

Tota

l

Sample ClientSegment: Giving  Level:

Segment:  Partnership #  Prospects

Planned  Gift  Prospects

Current  Avg  Gift*

Avg  Lifetime  Rev/Donor

Avg  Lifetime  Gifts/Donor

%  Currently  Assigned

Existing  MajorBest 122                                       43                                           $4,765 $65,322 17                                     0%Likely 34                                           18                                           $2,143 $14,332 8                                         0%Capable 65                                           29                                           $2,465 $11,209 5                                         0%

Major  UpgradeBest 141                                       24                                           $2,194 $6,555 2                                         0%Likely 45                                           7                                               $2,296 $21,366 3                                         0%Capable 27                                           5                                               $1,877 $3,221 2                                         0%

Mid-­‐level  UpgradeBest 274                                       157                                       $296 $4,541 1                                         0%Likely 101                                       17                                           $259 $11,725 6                                         0%Capable 243                                       155                                       $371 $3,499 2                                         0%

Total 1,052                                 455                                       $1,852 $15,752 5                                               0%*Average  over  last  three  years

Segment:  Partnership #  Prospects #  Contactable

Appointment  Rate

#  of  Appointments Close  Rate #  of  Pledges

Current  Avg  Gift*

Upgrade  Factor

Avg  Annual  Pledge  Amt

Potential  Avg  3Yr  Pledge

Total  3Yr  Increase**

Existing  MajorBest 122                                       117                                       75% 88                                           50% 44                                           $4,765 6.0                                         $9,530 $28,590 $209,064Likely 34                                           29                                           65% 19                                           50% 9                                                 $2,143 5.0                                         $3,572 $10,715 $13,465Capable 65                                           57                                           50% 29                                           50% 14                                           $2,465 4.0                                         $3,287 $9,860 $11,709

Major  UpgradeBest 141                                       87                                           70% 61                                           50% 30                                           $2,194 7.5                                         $5,484 $16,452 $100,194Likely 45                                           32                                           60% 19                                           45% 9                                                 $2,296 6.0                                         $4,591 $13,774 $19,835Capable 27                                           21                                           50% 11                                           40% 4                                                 $1,877 5.0                                         $3,128 $9,385 $5,256

Mid-­‐level  UpgradeBest 274                                       260                                       70% 182                                       35% 64                                           $296 10.0                                     $988 $2,965 $44,063Likely 101                                       98                                           65% 64                                           33% 21                                           $259 8.0                                         $692 $2,075 $9,087Capable 243                                       232                                       60% 139                                       30% 42                                           $371 6.0                                         $743 $2,228 $15,508

Total 1,052                                 933                                       611                                       237                                       $1,852 $3,557 $10,672 $428,180*Average  over  last  three  years **Over  current  giving

Appointments  per  Gift  Officer: 250                                       Gift  Officers  Needed: 2                                                 ALL  Prospect  Potential

ALLPartnership

0

0.1

0.2

0.3

0.4

0.5

0.6

0.7

0.8

0.9

1

0 0.2 0.4 0.6 0.8 1

RFM  Score

CPI  Score

ALL  Prospect  Potential

BestExcellent  giving  history  &  are willing  and  able

LikelyExcellent  giving   history  but   less  willing   and  able

CapableLower  giving   history  

but  are  willing  and  able

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Michael King VP Client Solutions Michael.King@pursuant.com 214-866-7764

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CHRIS TAFT Account Director Chris.Taft@pursuant.com 214-866-7734

ALYSSA BOGER Director, Client Strategy Alyssa.Boger@pursuant.com

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