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Focus on increasing station membership and net income

Focus on increasing station membership and net income through CDP participation, reporting and analysis, promotion of better practices, enabling scale for individual stations, and project execution.

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Focus on increasing station membership and net income

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  1. Focus on increasing station membership and net income Michal Heiplik

  2. CDP participation # of stations % of audience CDP Participants: 97 Stations & 83% of audience

  3. CDP – Key Concepts & Services • Reporting & Analysis • ROAR & other research • Promotion of better practices • Checklists • Enabling scale for individual stations • Project execution

  4. National Reference File & ROAR • October release: 59 stations • January release: 65 stations • Current statistics • # of account records: 15 million • # of transactions: 66 million • # of active donors: 1.9 million • ROAR distribution and feedback • Metric development • Station briefs

  5. CDP Checklists & Business cases • Completed: • Sustainers • Matching Gifts • Vehicle Donations • Additional Gifts • Planned: • Lapsed Gifts • Web/Email giving • Major gifts • Planned Gifts

  6. Reporting & Analysis • Revenue Opportunity and Action Report (ROAR)

  7. Reporting & Analysis • Station-specific practices report based on survey

  8. Driving Scale • Thank You Calls • 33 participating stations • $1,950,000 in annual NET delivered to stations • Vehicle Donations • 15 participating stations • $560,000 in annual NET improvement delivered to stations • Prospecting • 230,000 prospects delivered to stations • $1,380,000 in value • Canvassing • 4 stations participating (WGBH, KAET, TPT, KVIE) • 6,383 new donors • 910 sustainers (14%) • NET cost per donor: $12.80

  9. Active Projects Donor Acquisition - Canvassing

  10. WARNING!!! The numbers you are about to see are extremely exciting.

  11. Cost to acquire a donor & retention • Retention rates of donors from major markets • Mail – 45% avg. • Pledge – 17% avg. • Cost to acquire Direct Mail donor • $37 average ($67 max) • Investment: Cold Mail acquisition is crucial to building a sustainable membership program

  12. Learning from Denver…. • Program running for 17 full months • Direct Mail acquisition mostly stopped • Current Fiscal Year:

  13. How it really works? • Local station teams • Embedded within the station • Available for direct training and interaction with staff • Professional event canvassing • Personal donor interaction • Friendly staff • Extension of the station

  14. Personal Donor Interaction

  15. Personal Donor Interaction

  16. Personal Donor Interaction

  17. Personal Donor Interaction

  18. Personal Donor Interaction

  19. Canvassing – CDP Solution • Data • National Reference File used for analysis • Proper segmentation – ZIP identification • Proper coding for additional testing (thank-you card) • Data analysis • Establish PCI compliance for data • Enable electronic data entry at the door • Management • Vendor management & quality control • Application of standards

  20. Canvassing - Update BIG UNKNOWN – RETENTION!!!

  21. Canvassing - retention

  22. Better targeting – Zip to Household • Current Zip targeting • Utilizing models based on RMPBS • Blend of giving and area data

  23. Better Targeting – Zip to Household • New App development • Phase 1 release by the end of January • Goals • Full PCI compliance • Offline performance • Collection of new data • Complete Dispositions • Observation data • Route optimization

  24. Canvassing – Next Steps for CDP • Retention • Work with RMPBS to stabilize retention efforts • Work with RMPBS on further retention analysis • Data collection • Develop 100% paperless entry process • Efficiency building - Create a fully digital solution to canvassing • Further proof of concept • Grow the test sample • Adding 2 more stations within next quarter • Continue developing the “turf” knowledge and data

  25. Active Projects Improving Retention – Thank you calls

  26. Data Analysis • Recent data analysis: Dec 5, 2012 • Calls made: June – Aug 2011 • Gifts made Dec 2010 • Original Houston Data:

  27. Data Analysis – 4 station test

  28. Findings Making highly personalized Thank-You calls is very effective. Process of making the Thank-You calls is highly inefficient and costly. National opportunity: $4.5 million per YEAR

  29. CDP Project: Improving Retention • CDP enables scale for stations • Guaranteed adherence to best practices and production schedules • Modeling of most cost-effective calling groups • Continuous testing of new approaches with single focus • Participation process: • Station signs a one-page project agreement • CDP executes the calls based on National Reference File data • Station realizes a 15:1 ROI • Project status • 33 stations participating (21 in review) • Impact (Annual): $1.9 million

  30. Active Projects Vehicle donations

  31. CDP Project: Vehicle Donations • Current landscape • 3 major vendors (brokers) – CARS, VFC, CarTalk • No downside risk with full service offering • 30-40% of vehicles sold to recyclers • Revenue share averaging between 60-75% net • CDP Opportunity • Biggest US auction vendor • Improved processing standards & donor relationship • Complete marketing assets • Switch to flat-fee pricing without any revenue sharing • $50 per car minimum • Averaging 83% NET

  32. Calculating Your Own Savings (Example) • Excluded assumptions • Higher sales prices will likely be achieved • Actual current cost is likely higher – averages • Growth based on increased marketing/awareness • Overall potential: $1.9 million

  33. Vehicle donations • Marketing materials in place • Spots: http://www.youtube.com/user/CDPCommunity • Web elements • Detailed marketing guide • 15 stations participating (13 in review) • Impact (Annual): $560,000

  34. Future Projects

  35. CDP: Future Projects • Member Benefits • Truly national offers (50,000+ benefits) • White-label approach with station focus • Active member communication supported by “smart” data • Approx. $0.50 per member • Member Transfer • Goal: Seamless integration of moving members • Matching Gift follow up • Initial research: No solid data source for employer information • New test: reminder – mail/call & complete follow-up • IP Targeting • Supporting offline communications with online tools • 25-32% response lift (6:1 ROI)

  36. Questions

  37. THANK YOU! Michal Heiplik michal_heiplik@wgbh.org (617) 300 – 3217 cdpcommunity.wordpress.com

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