Under the hood at World Vision & Northwest University December 15, 2010

Jason Miles: Assistant Vice President of Fundraising at Northwest University 16 Years experience at World Vision Responsible for the Workplace Giving/Matching Gift functions from , and in 2009 MBA in International Non-Profit Management, Eastern University Holly Creasey Corporate Matching Gift Manager at World Vision 7 ½ years experience within World Vision including International Programs, Sponsorship Marketing, and Corporate Development BS in Geographic Information Sciences, James Madison University Certificate of Non-Profit Management, University of Washington

 Approximately 13,000 MG eligible donors out of approximately 850,000 donors.  Team of 5 in Workplace Giving/Matching Gift Director MG Manager WPG Manager 2 Support Staff + temporary staff during “busy season”.

 3 MG donors out of 12,000 donors in our house file. (substantially less than 1%).  There has not been a formal WPG/MG marketing effort.  5 Total gifts matched in 2009  5 Total gifts matched in 2010 to-date

HEP – Employer Search on

s

Matching Gift messaging as a “tag on” during online and paper Thank You’s and receipts.

Web Ads

World Vision Projects Underway Another “tag on”…

 An address domain search identified 323 Alumni & friends in our database that appear to work at Matching Gift eligible companies.  Notably 40 are at Microsoft, which is just down the street, and looks like our best target population for initial efforts.

Magazine & Enews: Developing a story about our Microsoft champion

Brochures and other inserts

Brochures and other inserts continued…

Once or twice a year mailings with form

Postcards

Postcards cont…

Goal: Launch pilot test of the HEP Employer Find with 100,000 World Vision donor names.

Employer Find = Find more Matching Gift eligible donors! HEP Employer Find - Range of Results Comparison 100,000 Names Screened State of Project/Campaign "Normal" HEP Results Range World Vision Results 1st Cut - Employer Find (% of names matched to any employer) 10% - 40% 12% (12,000 names) 2nd Cut - Donors working for employers who will match gifts to World Vision 4% - 12% 6.7% (801 names) 3rd Cut - Response to Solicitation 3% - 5% 11.7% (94 donors responding)

The Campaign December 28, 2009 – Automated Voic Blast December 29, 2009 – Direct Mail piece drops January 28 – February 13, 2010 – Personal Follow-Up Call Campaign (calling non-responders) June 2010 – Annual Matching Gift DM sent to non-responders Thank You postcard to responders

Results Total Verifications Completed139 Unique Donors 94 Repeat Responders (multiple verifications)18 (1 donor with 8 verifications totaling $3,230) Total Amount Verified$77,928 Average Verification$561 First time Avg. Verification$758 Response Rate on Mailing11.7% Revenue if duplicated year over year$233,784 over 3 years 19% of donors responding to solicitation have submitted multiple matching gift requests to date.

HEP Employer Find – Pilot Test 2 Screen to include 225,000 World Vision donor names Estimated budget - $35,000 Strategic Focus on Major Gifts Incorporate the Matching Gift offer as the “Caboose” during checkout processes and Thank You’s Direct Mail based on company deadlines

1. Be proactive - There is always something you can do to move the Matching Gift needle. 2. Finding them is the easy part - the real trick is effectively marketing/communicating to your Matching Gift eligible donors. 3. Don't make excuses as to why you can't grow this area of giving - just start. 4. Advocate internally - make a case for an expense budget to begin trying new marketing efforts. 5. Build a team! Every time you grow your MG revenue, you need to think about the impact on the personnel.

1. ASK! In as many ways as you can, keep the message in front of the donor. Where do you work? Will your company match? Will you please help us get the match so we can do more?

For further information visit the HEP/AFP website Contact Us Jason Miles Northwest University Holly Creasey World Vision U S