1. MULTI-CHANNEL FUNDRAISING INTEGRATION STRATEGIES

4. Begin with the End in Mind
Moving Forward –
Begin with the End in Mind
We can no longer afford to only look in the rear view mirror.

5. Beginning with the End in Mind
Where do you want to be …
In 3 years
In 5 years
Be as specific as possible, use metrics that are measurable
Gross Revenue
Net Revenue
Active Donors
Level of Investment
Think big - Work with your vendor to outline the strategies that you will have to put in place in order to hit that goal. Are you comfortable with those strategies?
If so, challenge your vendor to meet the goal(s).

6. New & Reactivated Donors Renewing Donors Upgraded Donors

7. Sustainer Program
Sustainer programs require initial investment but in the long term they provide long term, loyal donors that you will spend less money on over time.
Things to think about:
Create a consistent Sustainer program
Make the offer available in all communications
Ensure backend process is healthy
Enhance the program
Recruit targeted, existing donors using a multi-channel strategy
Develop a sustainer acquisition strategy
Develop alternate pledge opportunities
Monthly pledge with periodic additional communications
Quarterly pledges
Upgrade current sustainers

8. Key Performance Indicators: Dashboard
Create a Dashboard:
Identify key metrics that you want to monitor
Create a Dashboard/Report that you can view monthly
Adjust course as needed
Metrics to keep an eye on –
- Retention rates
- Average gift
- Response rates
- Cost to raise a dollar (CPDR)
- Coverage ratios
All of this information provides insight into how your program is performing to date; how you are projected to end the year; and where you are in relation to your long term goals.
You will have the opportunity to react more quickly, in the current year as well as intermittently over the course of your long term plan.

9. QUESTIONS?

10. How We Create Optimal Donor Value
4.0 ROI
10.0+ ROI
0.6 ROI
Why is developing a donor commitment important?
Because the Salvation Army gets a larger return on their marketing investment from these types of donors.
When acquiring donors, a typical cost is about forty cents of each dollar spent. In other words, with the first gift from a new donor, you receive sixty cents for every dollar you spend in acquisition. These new donors become “profitable” with their second (and sometimes third) gifts. In the general donor pool – in a transactional relationship – you’ll receive about $4 for every dollar spend.
But, once those donors have become committed to the mission – as a sustainer, through planned giving, or as a major donor – you can receive $10 or more for every dollar you invest communicating with them.
So our strategy looks to create more committed donors – which require less investment to communicate with are gets you more predictable, consistent revenue.

11. Revenue by Strategy

12. QUESTIONS?

13. THANK YOU! Jennifer Oyer, CFRE Hawaii.salvationarmy.org