Direct Marketing Strategies with Impact

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NCDC 2009 Annual Conference The National
Monumental Fundraising Conference
Taking the Cold Out of Calling Using the Phone
for Donor Cultivation
Nick Stavarz President Synergy Direct Marketing
Solutions, LLC September 22, 2009
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NCDC 2009 Annual Conference The National
Monumental Fundraising Conference
What are you doing to provide donors with a
positive, memorable experience?
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NCDC 2009 Annual Conference The National
Monumental Fundraising Conference
Do your personal biases influence your decisions
about how you communicate with your donors?
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NCDC 2009 Annual Conference The National
Monumental Fundraising Conference
Thank You Calls
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NCDC 2009 Annual Conference The National
Monumental Fundraising Conference
Thank You Calls
Renewal Avg. Gift
No TY Call 44 25.61 TY Call 52
30.29
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NCDC 2009 Annual Conference The National
Monumental Fundraising Conference
Broadcast Voice Messages
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NCDC 2009 Annual Conference The National
Monumental Fundraising Conference
Broadcast Voice Messages

• Inexpensive

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NCDC 2009 Annual Conference The National
Monumental Fundraising Conference
Broadcast Voice Messages

• Inexpensive
• Personalized

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NCDC 2007 Annual Conference RISE September 13,
2007
Broadcast Voice Messages

• Inexpensive
• Personalized
• Gets Results

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NCDC 2009 Annual Conference The National
Monumental Fundraising Conference
Broadcast Voice Messages

• Inexpensive
• Personalized
• Gets Results
• Preparation is key!

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NCDC 2009 Annual Conference The National
Monumental Fundraising Conference
Broadcast Voice Messages
Benefit 20-75 increase in NET income per
piece mailed!
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NCDC 2009 Annual Conference The National
Monumental Fundraising Conference

• Live Outbound - Goals
• Retention
• Conversion
• Upgrading
• Incremental Net
• Establish Phone Responsive Donors

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NCDC 2009 Annual Conference The National
Monumental Fundraising Conference
Live Outbound

• Lapsed Reactivation

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NCDC 2009 Annual Conference The National
Monumental Fundraising Conference
Lapsed Multiple 174,27 (54.6)
Active Multiple Greater than 15 37,750 (11.8)
Active Multiple Less than 15 11,790 (3.7)
Lapsed 1X 91,109 (28.5)
Active 1x 4,212 (1.4)
Total donors 319,133
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NCDC 2009 Annual Conference The National
Monumental Fundraising Conference
Live Outbound
LAPSED REACTIVATION
Completed Calls 14,597 Gifts 3,349
(22.9) Revenue 154,000 (46.00) Net
114,000 ROI 3.81
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NCDC 2009 Annual Conference The National
Monumental Fundraising Conference
Live Outbound
LAPSED REACTIVATION 20 months
Renewed Donors 2,195 (66) Mail
Gifts 4,774 Phone Gifts 1,606 Mail
211,000 Phone 70,000 Total Net
226,000 ROI 5.21
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NCDC 2009 Annual Conference The National
Monumental Fundraising Conference
Live Outbound

• Lapsed Reactivation
• New Donor Conversion

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NCDC 2009 Annual Conference The National
Monumental Fundraising Conference
Live Outbound
One Gift Donors
Completed Calls 58,487 Gifts 7,203
(12.3) Revenue 197,887 (27.47) Net
16,577 ROI 1.11
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NCDC 2009 Annual Conference The National
Monumental Fundraising Conference
Live Outbound
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NCDC 2009 Annual Conference The National
Monumental Fundraising Conference
Live Outbound

• Lapsed Reactivation
• New Donor Conversion
• Current Donors

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NCDC 2009 Annual Conference The National
Monumental Fundraising Conference
Live Outbound
Current Donors
Completed Calls 13,615 Gifts 3,088 (22.7)
Revenue 184,688 (59.81) Net
138,397 ROI 3.91
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NCDC 2009 Annual Conference The National
Monumental Fundraising Conference
Live Outbound

• Lapsed Reactivation
• New Donor Conversion
• Current Donors
• Monthly Donor Recruitment

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NCDC 2009 Annual Conference The National
Monumental Fundraising Conference
Live Outbound
MONTHLY RECRUITMENT
Completed Calls 8,855 Monthly Donors 200
(2.3) Avg. Monthly 18 1X Gifts 996
(11.2) 1X Avg. 63 Net
43,30 ROI 31
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NCDC 2009 Annual Conference The National
Monumental Fundraising Conference
Live Outbound
Ask a Friend Volunteer Recruitment
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NCDC 2009 Annual Conference The National
Monumental Fundraising Conference
Live Outbound
VOLUNTEER RECRUITMENT
Completed Calls 75,000 Volunteers
6,685 1X Gifts 4,134 New
Donors 3,700 Revenue 287,000
Net 142,823 ROI
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NCDC 2009 Annual Conference The National
Monumental Fundraising Conference
Taking the Cold Out of Calling Using the Phone
for Donor Cultivation
Nick Stavarz President Synergy Direct Marketing
Solutions, LLC September 22, 2009