Proven Practice: Source Coding & Data Tracking Virginia M. Dambach Dambach & more
Virginia Dambach Dambach & more vdambach@qwestoffice.net 701-293-7281 Sarah Tron Allegiance Software, Inc. webinars@allegiancesoftware.com 800-858-7654
Why Keep Track? • Know what’s working…and what’s not • Make Changes to improve results • Become more productive and efficient • Demonstrate Return on Investment • Keep your boss informed
Where Do You Start? In the beginning, there was Source Coding • A mechanism to track how many people are responding • to which ask. Every APPEAL is assigned a unique source code which • appears on every response device Every incoming GIFT is coded with the appropriate source • code to enable you to generate reports.
Source Code Protocol Should be: Include: • Standardized • Type of Solicitation • Easy to interpret • Method of Solicitation • Easy to sort • Solicitation Year/Month • Easy to chart over time • Other details
Say What? Type of Solicitation Method of Solicitation N = New M = Mail R = Renewal W = Web/Email A = Add Gift P = Pledge Drive E = Expired/Lapsed/Re-Join T = Telemarketing Date of Solicitation Effort/Sequence Detail Year/Month = YYMM 1, 2, 3, 4, 5 as needed
Source Code Samples 1601AM1 Renewal Code: MM January 2016 1511RM1 1511RE1 9th Add Gift Mail Appeal 1511RM2 1511RE2 10th Drop 1 1511RM3 1511RE3 11th 1601AM2 1511RM4 1511RE4 12th January 2016 1011RT4 Add Gift Mail Appeal 1511RM5 1511RE5 13th Drop 2 1511RM6 1511RE6 14th
Another Source Code Protocol Type/Method/Year/Month/Detail Source Code Type Year Month Method Detail N1601M New Member Acquisition 2016 January Mail L1601T Lapsed solicitation 2016 January Telemarketing R1511M1 Renewal solicitation 2015 November Mail Drop 1 R1511E1 Renewal solicitation 2015 November Email msg Reminder 1
Code Every Appeal Every appeal should have the source code on the response device.
What do you need to know about each Appeal? Source Code of Appeal • # Dropped/Sent • # Responded • Total $ from that Campaign • % Response Rate • Average Gift $ • Direct Costs • Net $ (Total $ - Costs = Net $) •
Track and Compile
Monthly Reports by Type & Method
Pledge Drive Tracking
Other Helpful Reports # of Members by Solicitation Type & Method • $ and # by Giving Ranges • Under $30 • $30 – 59 • $60 - $74 •
Why? Analyzing Data Helps you Make informed decisions • Get increased budgets for things that are working • Generate increased net revenue to support the mission • Better implementation of proven practice •
Remember our Charts from Last Month? Renewal Rates for Add Gift Responders
Who Should Get Add Gift Appeals? Suppress only those in the • renewal cycle. Send add gifts to people who • have recently joined. An add gift appeal within 90 • days of joining is ideal Each member will get two of • three mailings.
Using Data for Analysis Use source codes to make sure you can get reliable • data out of your system. Run standard reports monthly • Campaign Reports • Renewal Reports by Month w previous FY comparison • Income/Expense Tracking • Actual/Projections Comparison by Month/Year •
Generating Reports Fundraising Report by Type and Method Sustainer/Auto Renew Report by Mode
Raw Report Data vs Presentation Data
Data Drives Decisions Data shows a spotlight on a problem area. YOU must decide what to do to improve your results For those first year pledge acquired donors who had the lowest renewal rates we: Sent 3 additional program communications • Invited them to renew during the upcoming drive • Sent them to telemarketing earlier in the renewal cycle. • At the end of the year renewals for this segment improved • from 19% to 49%!
Last Chance Questions? Wishes?
Join Us Next Month Proven Practice: Increase Retention with Renewals and Sustainers Wednesday, March 2, 2016 at 1:00 PM CST For webinar content questions email vdambach@qwestoffice.net allegiancesoftware.com sales@allegiancesoftware.com support@allgiancesoftware.com 844-858-7654 sales 877-858-7654 support
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