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

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

  2. 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

  3. 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

  4. 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.

  5. 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!

  6. ASPCA Guardian File Mix September 2012 example

  7. 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

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

  9. ASPCA Online “Organic” Acquisition

  10. ASPCA Online Paid Acquisition

  11. Online Acquisition Projection

  12. Prospects for Monthly Giving Time is money! Make it the standard option.

  13. Messaging

  14. 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

  15. Fulfillment Management • Monthly Statements • Declines • Recycling • Stop-Loss Program • Upgrade • Cross-sell

  16. Recapture & More • Get’em Like You Got’em • Pre-Lapse Calling • Planned Giving • Events • Did I say “upgrade” yet?

  17. 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

  18. 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 Kehrli A.J. Minogue stevek@petaf.org aj.minogue@aspca.org

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