Presentation on theme: "More Members through Measured Marketing -By Baird Straughan & Pat Munoz - Chesapeake Watershed Forum, 2013."— Presentation transcript:
More Members through Measured Marketing -By Baird Straughan & Pat Munoz - Chesapeake Watershed Forum, 2013
Truth in Advertising This workshop was misrepresented. Baird and Pat have worked with river and watershed groups since the last millenium. Confessed data-philes. Confessed social media phobes. Baird developed the River Network status reports and the WaterGrass database. Pat is a fundraising angel to various groups.
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How many of you distinguish between members and donors?
Goals of this session Learn the marketing funnel concept, with its various stages Share information on the results achieved by other river and watershed groups Identify the stages you want to focus on Choose steps to improve your own marketing funnel. (One may be to simply start measuring.)
Marketing funnel model
Marketing funnel for rivers organizations
Member and Donor Attrition in a small watershed group using Excel to track donors, with over 10 years of data, two solicitations per year.
From Gift 1 to Gift 2: 45% First time members/donors: 361 gifts 2nd time members/donors: 198 gifts Attrition: From Gift 2 to 3: 33% From Gift 3 to 4: 27% From Gift 4 to 5: 60% From Gift 5 to 6: 14%
How to visualize this much attrition?
Marketing funnel for rivers organizations Repeat contributions
But what might have been ….
32 additional second donations at $85.18 donation = $3,122 in additional revenue.
Over a period of 7 solicitations, 250 additional donations for $21,330 in additional revenue.
If 40% of your donors give once and never again … … then they are your best marketing prospects.
Write down: Your renewal rate, if you know it. How many renewal reminders you send before giving up. How many newsletters per year? How many communications per year? How many appeals per year? Exercise #1: Shutting the Faucet
In your groups, share your numbers. One person: post your numbers on the flipcharts on the side. Look around at the flipcharts. What do you notice? What changes do you want to make? Note those. Exercise #1: Shutting the Faucet
Measured Marketing at the Rock Creek Conservancy
What Makes RCC Special Affluent urban neighborhoods with many highly educated community- oriented citizens.
A capable database Image from WaterGrass A lot of work.
RCCs Initial Recruitment Strategies 15 people first give as board members; since then, theyve given $29,630. Board members then recruit 107 friends, who by now have given $56, people respond to direct mail membership solicitations. By now theyve given $78, % renewal79%61%
Take-away: Donors recruited because they were on the board + Donors recruited by the board + Donors recruited by direct mail solicitations for new members gave 71% of the total non-grant income for Rock Creek Conservancy until now.
EVENTS: Rock Creek Conservancy hasnt used events for recruiting new members, but events have been instrumental in encouraging existing members and donors to give again and in greater amounts.
Subject: Roses are red... Roses are red Violets are blue We need your help To bid English ivy adieu Roses are red English ivy is green Help us eradicate it And keep our park clean Help us control non-native invasive vines in Rock Creek Park with a donation. Be a sweetheart, and show Rock Creek you care! Happy Valentine's Day! Beth Mullin Executive Director Rock Creek Conservancy SOLICITATIONS Beths appeals get as much as 1% response, which is stupendous. Most are previous donors. The s bring in 56 new donors, but only 34% give again.
DOOR HANGERS! 9 people signed up due to these door hangers, 66% renewed, and theyve given generously since.
2013 Extreme Cleanup 2013 Extreme Cleanup
TILL NOW, ONLY 2% OF PEOPLE WHO BEGAN BY VOLUNTEERING DONATE.
Another organization with more data on volunteer participation shows the same silos.
Events Grow Large Donations From Events
More and Diversified Asks Encourage Multiple Gifts
Write down: How many new members you got this year, if you know it? How many new member solicitations you send out? How many in-person solicitations? Other means you use to recruit members. Exercise #2: Converting More People to Become Members
In your group: Share your results and capture them on your flipcharts. Identify one strategy for member recruitment thats new to most of you. Share in large group. Note what youd like to change. Exercise #2: Converting More People to Become Members
WEBSITE VISITORS (to be completed)
6 gifts. 50% gave again. Average lifetime donation till now: $406.
The kind of posts which got attention in Facebook were like this:
So far, most Facebook friends havent crossed over into other actions. People in the database because theyve given, or volunteered, or signed up for s, etc.
Write down: How many contacts do you make through online methods? (If you don t know, how will you measure?) What online methods will you focus on now? Exercise #3: Making Contact with Potential Members
Share in your groups: What area of membership marketing will you focus on first when you return home? Exercise #3: Making Contact with Potential Members
Main Points: Measure so you can learn what works. Asking personally or by letters is still the most effective approach. Converting more volunteers to donors would improve fundraising a lot. Website donations are rising and important for the future.
What gets measured matters. Baird Straughan, Pat Munoz,