Presentation on theme: "Together, We Make a Difference Brewer Direct Inc. 2012 Nationwide Rescue Mission Donor Performance Benchmark Study."— Presentation transcript:
Together, We Make a Difference Brewer Direct Inc Nationwide Rescue Mission Donor Performance Benchmark Study
Together, We Make a Difference Brewer Direct Inc. 2 Methodology The Donor Performance Analysis examines giving from all donors from 2006 through Donors who have given a single gift of $10,000 or more have been removed along with all of their gifts. The benchmark statistics are derived from the giving data of 13 missions nationwide, consisting of 471,000 donors and their 2.5 million gifts. In this report, benchmarks for number of donors, number of gifts and total dollar amounts are median values, using the data from these 13 missions. Statistics for average gift size, frequency, donor giving quality and renewal proportions are calculated using these median values.
Together, We Make a Difference Brewer Direct Inc. 3 Trends in Number of Donors Donor Files grew from 2008 to 2010 and only in 2011 began to dip. 2 nd Year New Donors also showed growth in all 4 years. Inactive/Lapsed Donor segments increased slightly (not surprisingly) but so also did the corresponding 2 nd Year Reactivated Donors.
Together, We Make a Difference Brewer Direct Inc. 4 Trends in Total Income Income has grown steadily from 2008 with 2011 posting significant gains in the Multi-Year and Inactive/Lapsed Donor segments. New Donor income is down in 2011 which corresponds to NDA pull backs and lower returns from NDA.
Together, We Make a Difference Brewer Direct Inc. 5 Trends in Average Gift Size Even while NDA slowed in 2011, the New Donors acquired show signs of being some of the best in terms of gift size, equal to Multi-Year Donors (which is often the result tighter list selections). After taking a dip in 2010, Multi-Year Donors show signs of increase. With increased Inactive/Lapsed Donors strategies, reactivation increases but average gifts are down slightly in 2011.
Together, We Make a Difference Brewer Direct Inc. 6 Active Donor Trends Encouraging trends, even while the number of New Donors giving leveled in 2011, the total number of gifts is up 29% for the four years. Donor Giving Quality is up 17% to its highest level of $121 and is mostly due to increases in the number of gifts given per donor.
Together, We Make a Difference Brewer Direct Inc. 7 Multi-Year Donor Trends Multi-Year Donors are the engine of the donor file. Here again, there’s been some leveling off and even a 6% dip in renewal rate. However, the number of gifts per donor and improving average gift combined for the best Multi-Year Donor Giving Quality. A 72% renewal rate translates into a 28% attrition which should be addressed with additional renewal and pre-lapsed strategies.
Together, We Make a Difference Brewer Direct Inc. 8 New Donor Acquisition Trends Like the other donor segments, New Donor Giving Quality is up to its highest levels at $65. Number of gifts per donor at 1.2 is also improving. However, 2011 proved to be a challenging year for NDA response.
Together, We Make a Difference Brewer Direct Inc. 9 Inactive and Lapsed Donor Trends With NDA challenges, due mostly to the prolonged recession, we’ve taken a more aggressive approach to Inactive and Lapsed Donor reactivation and this is borne out in the increasing result trends. The number of gifts per Inactive and Lapsed Donor is strong at 1.3 and improving (better than NDA 1.2).
Together, We Make a Difference Brewer Direct Inc. 10 Most Recent Gift Summary On average, donors are giving every 15 months, consistently. The average gift is steadily increasing to its highest levels in The Inactive and Lapsed Donor segments are growing as the file is aging. Therefore, NDA, Inactive and Lapsed Donor reactivation remains a must.
Together, We Make a Difference Brewer Direct Inc. 11 Annual Cumulative Giving The $100 donor segment gives the larges percent (by far) annually. We should look for ways to increase the $500 and $1000 donor segments by upgrading $100 donors.
Together, We Make a Difference Brewer Direct Inc. 12 Donor Movement Trend Analysis We lost a little ground within the No Gift category. Consistent, steady performance among the proportions of those giving the same amount and those who upgrade their giving. We cut those downgrading to their lowest levels
Together, We Make a Difference Brewer Direct Inc. 13 Long Term Value Trending Report The median 5-year value for Brewer Rescue Missions is $237. LT Value of first-year donors has improved from $87 to $92.