SESSION SPEAKERS

TOP ATTENDEE TAKEAWAYS FROM THE SESSION

JOEL’S SHOW NOTES

• Announcement! We’ll be embarking on our next series in early 2023! Exploring the 8 steps to cultivating a donor-centric organisation
• Win Me Back stage today
• This is an acknowledgment stage; it’s time to listen intently
• Questions you may be asking…
• Is the ROI worth it?
• Were they the right donors in the first place?
• How do we segment lapsed relationships?
• Updating details and changed circumstances?
• Does history reflect the future?
• Will they lapse again? What is the real LTV?
• Do we treat this stage as acquisition or lapsed relationships?
• Poll: How does ROI of lapsed reactivation compare to acquisition? (see results below)
• LemonTree case study
• 87% of all responders came from the top 24% of ranked donors

BRADEN’S SHOW NOTES

• “He will call himself a semi-professional basketballer, but will also admit this claim is based on getting paid $65 a game“
• “Once wrote a script for the Muppet Show, with an official return letter from Kermit”
• Who is Heart Foundation
• Over 60 years old
• Vision: An Australia free of heart disease
• Mission: Reduce heart disease
• National leader of research
• Why We Exist
• Heart disease is still the biggest killer in Australia
• Takes over 50 lives every day
• Research is key to eradication
• Lack of education around heart disease
• It’s working, but there’s a lot to be done
• Pop Quiz… (see results below)
• Our Achievements
• $670M invested in research
• Supported health labels on cigarette packages
• Over 10M kids participated in jump rope for heart
• 000 emergency number
• Research supported the first pacemaker
• Some Handy Rules
• Data is key to everything
• Invest small, prove it works, invest big… Test and innovate
• Build your team and/or use experts… No one person knows everything
• Know who your donor is, what motivates them? Look after them!
• Know your success metrics… Reporting and analysis is vital!
• The Donor Landscape
• The impact of COVID
• Global events (interest rates, cost of living, consumer behaviour)
• Our donors are changing… Baby boomers are shifting into millennials
• Fundraising is changing
• Increasing competition
• The Heart Foundation Context
• 15K active
• 65K lapsed
• Acquisition channels – F2F, TM, digital lead gen
• 60K active SG
• 15K active raffle
• No acquisition campaigns since 2020
• Data, Data, and more Data
• Be data driven! Who is your audience? Why do they give?
• Start with clean data… Clean and enrich your data… Data selection
• Data management should be an ongoing program
• Propensity scoring… Reduce the audience
• Choose your acquisition channel(s) wisely… Manage the quality of data collected/imported
• Know your success metrics… Focus on them, daily!
• The Donor Experience
• Implement systems/software… Automate everything!
• Start with the acquisition experience… Maximise efficiency and impact
• Communicate! Thank your donors, then thank them again!
• understand each donor individually… Who are they? What did they leave? What channel?
• Apologise where appropriate
• Examples
• Save the Children Canada
• High attrition – decided to do RG reactivation in lieu of acquisition
• No budget for data analysis, done manual and with many hands
• Cleaned all our data, segmented, went through donor by donor to identify acquisition channel, then segmented manually into 7 groups
• Assigned treatment for each of these 7 segments
• 3 month engagement for each
• We found that we got a 4% higher response, but higher attrition than the control (existing database)
• The ROI was amazing, namely as cost was so low (apart from staff time)
• Heart Foundation
• Worked with LemonTree to do a strong reactivation campaign
• LemonTree cleaned, segmented, and scored
• 11.5% conversion, with strong second and third gift off this cohort
• Still returning a strong ROI
• Pop Quiz… (see results below)
• What’s Next?
• Implement systems/software that support automated supporter journeys
• Introduce propensity scoring across the whole database
• Communicate in new ways – video, animation
• Build better supporter journeys… Treat everyone differently
• Supporter surveys… Exploring F2F reactivation

CHRIS’ SHOW NOTES

• Chris
• Started life as an accountant
• Became a marketing analyst
• marketing academic
• Specialised in data marketing
• Spent the last 10 years running a lead generation business
• Built large social media audiences
• Generated over 1M followers
• Up to 5M impressions a month
• 100K+ leads for clients
• Campaign optimisation and reporting
• Growth and partnerships @ LemonTree
• Trendgetters
• Lead generation services
• Strategy
• Key metrics
• Traffic
• Email opt-in rates
• Open rates
• Click through rates
• Conversion rates
• Case Study: Reactivating inactive email subscribers
• The problem
• Email – biggest revenue channel
• Open rates were approx. 15%
• Inactive email subscribers were making a loss… 120/40 rule, 120% of profit comes from 40% of subscribers (because the rest make a loss)
• The approach
• “We cannot solve our problems with the same thinking used when we created them”
• Is this an acquisition or a reconciliation?
• Researched improving open rates, deliverability algorithm, subscriber behaviour…
• Poll… (see results below)
• The findings
• Be human!
• Biggest impact on open rates is… The sender name
• The recipient must anticipate value or importance from sender
• Write content in a one-to-one and natural communication style
• Technology implications
• Platforms are prioritising the consumer experience (they know people don’t want lots of ads)
• That means actively making disruption marketing harder
• iOS14 privacy updates
• Telemarketer warnings
• Promotion tabs in email clients
• The solution
• Email 1 – inactive for 3+ months, sympathetic, gave example of offer, informed of intent to unsubscribe them
• Email 2 – sent to non-responders to email 1, clear notification of delete
• included link to resubscribe
• Email characteristics
• Plain text – no HTML or logos
• Simple subject line
• Email came from an individual
• Used natural language
• Short – <30 seconds to read, key points to skim
• Poll… (see results below)
• The result
• Open rates 5% – 9%
• 33% click through to offer
• 8x increase in unsubscribes, 0.1% to 0.8%
• The way forward
• All future emails written with this approach
• Sender name was a person
• First wave of emails focused on establishing value
• Only acquire potentially engaged subscribers (don’t acquire just any subscriber)
• Keep removing inactive subscribers regularly to keep engagement healthy (improves deliverability too)

$200 CHARITY DONATION WINNER

Congratulations to Libby Lennon, Regular Giving Retention Specialist, at The Fred Hollows Foundation!

WEBINAR RECORDING