Presentation on theme: "Finding the Gold in Your Database Baird Straughan, LeadGreen With Kevin Kasowski, River Network River Rally 2011."— Presentation transcript:
Finding the Gold in Your Database Baird Straughan, LeadGreen firstname.lastname@example.org With Kevin Kasowski, River Network River Rally 2011
Goals: Decide if your list needs to be cleaned up, and how youll do that. Decide how to segment your list, identifying potential major donors. Decide how to replenish your list. Decide whether to reduce mailing costs by limiting mailings to recent donors.
How much gold do you get from your mailing list now? Annual income from dues: $__________ from donations: $__________ from major donations: $ ___________ How many people donated in the last year? __________ Average income per donor: $__________ Average donation size: $__________
How much could you get? Annual income from dues: $__________ X renewal rate: __% Total from dues: ____________ Average donation: $ _____________ X response rate: __% X number of appeals __ Total from appeals: $__________ Number of major donors: __________ Average gift: ___________ Total from major donors: $________ Total Income from the people in your list: $ ___________
3 minutes: Estimate your current income from your mailing list, and your potential. 5 minutes: Form groups of 5 and share.
Take-aways: - Set a target for individual revenue income. - … and
One list to rule them all, One list to find them … Just One List
How much work is that? I asked Shanda Minney, ED at West Virginia Rivers Coalition and a WaterGrass user, what had led to the improvement in their mail responses. She replied: To answer your question about what we did differently, I would have to say that I think these results are the product of a year long effort to do better at our overall supporter servicing. Amanda has done a tremendous amount of work cleaning up our database, removing duplicates, chasing down correct details and amending previous errors. In addition, our appeals are firmly incorporated within our overall outreach strategy - newsletters, thank you acknowledgments, personal contact, major donor development, rapid problem solving etc.
But theres really no way around it … About 30% of all email addresses become defunct each year. About 16% of the population moves, so their addresses change. CHURN YOUR MAILING LIST
1 minute: If necessary, what steps would you take to clean up your mailing list? 5 minutes: Form groups of 5, share and discuss.