Monthly Giving
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Monthly Giving PRESENTED BY: A.J. Minogue – ASPCA Steve Kehrli - PETA PowerPoint PPT Presentation


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Monthly Giving PRESENTED BY: A.J. Minogue – ASPCA Steve Kehrli - PETA. Founded in 1866, oldest animal welfare organization in the US Mission : To provide effective means for the prevention of cruelty to animals throughout the United States R escue animals from abuse Disaster response

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Monthly Giving PRESENTED BY: A.J. Minogue – ASPCA Steve Kehrli - PETA

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Monthly Giving

PRESENTED BY:

A.J. Minogue – ASPCA

Steve Kehrli - PETA


  • Founded in 1866, oldest animal welfare organization in the US

  • Mission: To provide effective means for the prevention of cruelty to animals throughout the United States

    • Rescue animals from abuse

    • Disaster response

    • Pass humane laws

    • Distribute resources


  • Founded in 1980, largest

    animal rights organization

  • Animals are not ours to eat, wear,

    experiment on, or use for entertainment

  • Highlights animal abuse through public education, cruelty investigations, research, animal rescue, legislation, special events, celebrity involvement, and protest campaigns


Monthly Giving (or sometimes referred to as regular, sustainer, committed, etc..)

  • What is it?

  • When is it time?

  • Why the importance?

  • How do you get it going?

    Building a strong program takes time, patience, and continued investment.


Fundamentals

  • Recruitby using all your channels

  • Cultivate with no strings attached

  • Retain by watching your declines

  • Upgrade in any way you can

    Always analyze results and be flexible!


ASPCA Guardian File Mix

September 2012 example


ASPCA Guardian File Mix

Guardian Revenue builds prior years

  • The largest amount of revenue from our current Guardians is generated from the 2008 DRTV joins


ASPCA DRTV Acquisitionhttp://vimeopro.com/eaglecom/ecufte2004http://vimeo.com/eaglecom/review/66122934/1cafc1df5a


ASPCA Online “Organic” Acquisition


ASPCA Online Paid Acquisition


Online Acquisition Projection


Prospects for Monthly Giving

Time is money!

Make it the standard option.


Messaging


Treatment

  • Have A+ donor service and let

    them know you’re there to help

  • Call your donors to just say

    “thanks,” with no strings

  • Let your donors know how exactly their gift is helping, with no asks attached


Fulfillment Management

  • Monthly Statements

  • Declines

  • Recycling

  • Stop-Loss Program

  • Upgrade

  • Cross-sell


Recapture & More

  • Get’em Like You Got’em

  • Pre-Lapse Calling

  • Planned Giving

  • Events

  • Did I say “upgrade”

    yet?


ASPCA KPI’s

  • Decline Rate of auto-existing file

  • CPMD

  • CPNMD

  • ROI & LTV @12, 24, 36

  • Monthly Activation Rates by Inception Channel

  • Guardian Forecast Model

    • New

    • 1st Year

    • 2+ Years

    • Payment Type


Recap!

  • Recruit by using all your channels

  • Cultivate with no strings attached

  • Retain by watching your declines

  • Upgrade in any way you can

    Always analyze results and be flexible!

    Steve KehrliA.J. Minogue

    [email protected]@aspca.org


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