Energize Your Base: The Member-Donor Continuum

Transcription

1 Energize Your Base: The Member-Donor Continuum Willard White Clare Livingston Margaret Clift McNulty Luke Purser November 7,

2 Introduction 2

3 Converting Members to Donors Topics to explore and lessons to share: Membership and Annual Giving, one track or two? Point of conversion from transactional membership sales to philanthropy. Using basic data analysis to target segments of members for upgrades. Should higher Annual Giving levels include basic member benefits - and count as members and as donors, too? Playing the long game: How modeling basic members more like the profile of annual donors will enrich your institution for years to come with a pipeline of loyal members and donors. 3

4 Our Team Today Willard E. White, PhD Senior Consultant & Principal Marts & Lundy, Inc. Clare Livingston Associate Consultant, Marts & Lundy, UK Margaret Clift McNulty Head of Development National Museums Scotland Luke Purser Development Director, English Heritage 4

5 Let s Begin with a credit to the late Duchess of Windsor: You can never be too rich, too thin, or have too many members. 5

6 The View From the States 6

7 The View From the States With a nod to museum reality: So long as a healthy percentage mirror the profiles of life-long donors. Annual Giving is still a better predictor of future philanthropy than a growing membership base by itself. 7

8 The View From the States Most Membership programs predate formal Development programs. Membership programs remain a fee for service transaction (in concept). Annual Giving, by definition, is based on the Case for Philanthropy. 8

9 The Field Museum Case Post King Tut Environment True costs were not captured Competition between Membership and Development (overlapping $$ tiers) 9

10 Field Museum Case Study 10

11 The Field Museum Case What we tested: Considered and rejected an annual Pass to replace basic membership. Restored membership to an entry-level affiliation Integrated strategies focused on the Member/Donor continuum Emphasized Leadership Annual giving ($1,500 and higher) 11

12 The Field Museum Case You can have the best of both worlds: a growing member base and growing annual fund. Establish membership as an entry-level affiliation within (potentially and selectively) a long-term donor relationship strategy. Support entry-level members efficiently and economically. Offer minimum benefits plus variations on the case for philanthropy. 12

13 Members of Donor Circles Mind your base! Mine your base! Use member language to anchor the relationship! Invest in branding and fulfillment! 13

14 The View From the United Kingdom 14

15 Changing Environment: Data, Consent & Considerations Clarity FPS / Direct Marketing Guidelines: Privacy & Electronic Communications Regulations GDPR (General Data Protection Regulation May 2018) Consent What does this mean for administration of Member Programs and Fundraising? What to consider? ICO Direct Marketing Guidelines April ICO Preparing for GDPR - steps.pdf 15

16 National Museums Scotland 16

17 : 2,602 Member households Now: 5,518 Member households 17

18 Changing funding landscape means a new chapter in our evolution: from transaction to philanthropy. How? 18

19 In the Last 12 Months Phone Campaign (+ thankathon!) Online / SMS Direct Mail Launched RE Netcommunities Individual Giving Review Changed processes in line with new guidance Launched Online Direct Debit sign up (and renewals) Articles and Press Screened and segmented database 19

20 A Challenging Environment! Sustained negative press towards fundraising Rapid changes to Fundraising Codes of Practice Tightening up on ICO guidelines UK and Scotland Reviews of Fundraising Practice New UK Fundraising Regulator Strengthened regulatory powers in Scotland 20

21 New Development Strategy Giving must become part of how we speak about ourselves We must bring our fundraising priorities into balance We must deepen engagement with the supporters we have We must increase regular individual giving 21

22 Organisation-wide Implications? 22

23 Forward Challenges Putting giving at the heart of how we talk and plan is a MAJOR culture shift. Takes time and willing! Who owns our audiences? Who decides on how we communicate with them? What will we actually be allowed to do with our supporter data? Our ambitions have grown our staff resource has not! 23

24 Next 12 months Renewed Membership drive (grow foundation) Member communications planned to take Members on a journey to philanthropy Enhanced stewardship New entry points to giving (Online? Contactless?) Our next appeal! 24

25 English Heritage 25

26 English Heritage preserves the places where the story of England was forged and where it can be re-told. These stories are an indispensable context for citizenship; a hugely valuable national economic asset; and an infinitely renewable source of inspiration for the imagination. DOCUMENT TITLE

27 Our mission is to ensure England s heritage survives to educate, involve and inspire future generations, as it has ours and those before. DOCUMENT TITLE

28 We have 7 years to carry out the biggest conservation and improvement programme in our history and to match an 80m government grant and tapering subsidy to raise an additional 75m by 2023 DOCUMENT TITLE

29 Expansion of philanthropic giving and sponsorship is the only way we will achieve our ambition and involve wider audiences in the work of the Charity, to learn, experience and enjoy England s story. DOCUMENT TITLE

30 420 sites 250 free sites 6,000 years

31 TOP 10 SITES 1. Stonehenge, Wiltshire 2. Dover Castle, Kent 3. Hadrian s Wall, Cumbria/Northumberland 4. Osborne, Isle of Wight 5. Tintagel, Cornwall 6. Kenwood, London 7. Audley End, Essex 8. Battle Abbey and Battlefield, East Sussex 9. Whitby Abbey, North Yorkshire 10. Kenilworth Castle, Warwickshire DOCUMENT TITLE

32 OUR AUDIENCE We welcome 10m visitors each year We have 900,000 members 375,000 learners attend education visits every year 2,000 volunteers giving 130,000 hours of time DOCUMENT TITLE

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35 WHAT WE VE DONE - Donations on admissions 282,000 - Gift Aid on Membership - Site-specific appeals 2014 Walmer Castle - 10k 2015 Eltham Palace - 9.5k Rievaulx Abbey - 8.7k - Membership communications Magazine (x4), e-newsletters, social media First ask in October Conservation DOCUMENT TITLE

36 THE CHALLENGE - Imperative to be financially self-sufficient by Mission to be a well-loved charity - 79% of Members join because of value proposition - 50% of Members also join with desire to support Heritage & Conservation in England - Shift from value proposition to cause-related - Risk of negative impact on 30% of income - Do Members perceive themselves as donors? DOCUMENT TITLE

37 SHORT TERM TACTICS - Increase number of Gift Aided Memberships Currently 76% conversion rate on-site - Focus on site and theme specific appeals Iron Bridge, Clifford s Tower, Walmer Castle Conservation, Education - Focus on HNWI Members & major gifts - Research and listen DOCUMENT TITLE

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39 Questions & Discussion 39

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