1. Donor Stewardship: Thank You Testing

2. Context >Since the mid 2000s we have invested significantly in door-to-door fundraising to increase our regular giving file >Highest levels of attrition in first few months of giving >How to stem that flow and increase net income?

3. Selection design

4. >New door-to-door regular givers were sent ‘thank you’ direct mail pieces after their first and third payment >Data was split 50/50 between Test and Control groups - with this volume split between the test and control groups the results are extremely robust which means the results could be considered to be conclusive. >Weekly data files were sent to the printer to ensure the mail piece was sent as quickly as possible after the relevant payment – in reality this equated to weekly print runs of 1-2K >The key indicator for success was a reduction in attrition great enough to offset the costs of the pieces, and therefore net income raised from these donors within their first year of giving Testing

5. Creative

7. Initial Results

8. >In November 2010 we looked at initial results >After 14 payments, 56% of the control groups remained active vs. 58% of the test groups >The variance was even greater when it came to the value of those donors who remain active: 64% for the control groups vs. 67% for the test groups Initial impact

9. Key takeaways

10. >The testing saw a significant reduction in attrition >The testing broke even between 7 and 8 payments. >Looking forward, we predict, for every 1K donors who make a first payment in 2015, on average we will raise an additional £8K in net income over 3.5 years Final results

11. What next?

12. >Close, regular monitoring >Refining >Further testing >Channel mix 2015 Plans