"The Sky is Falling" - Reigniting Growth in a Direct Response Program
Thursday, July 14th, 2016
11:15 AM - 12:30 PM: Breakout 2
According to surveys published in several publications, renewal series response and revenue trends have been volatile or soft for many organizations.
This session will show how Amnesty International USA (AIUSA) has stabilized and grown their file after seeing a steep, double digit decline in member counts over the past twelve months. AIUSA used analytics to gain an understanding of what had taken place in recent years and to establish a firm understanding of the current state of the file. Some of the analytics included determining which segments of the file provided the most opportunity for immediate rebounding of members and revenue; what good and bad investments had been made recently; the long term impact of decisions made over the recent years; where new investments should be made. AIUSA leveraged learnings from creative audits to create a communication track that resonated with donors, thereby increasing the value and retention of their members.
No matter the reason for the softness seen within an organization (from investment decisions that didn't pan out, to political changes, to shifts in mission, and more), understanding what is happening is key to being able to fix it. Strategic actions based on each problem can be prioritized and executed based on opportunity and available investment.
Learning Outcome #1
By attending this session participants will learn: That leveraging analyses of file health and key performance indicators is important in order to fix what is broken. Fixing the problem involves targeting the problem.
Learning Outcome #2
By attending this session participants will learn: What key performance indicators to pay attention to as leading indicators for file health and how to prioritize rebuilding your file for maximum ROI.
Learning Outcome #3
By attending this session participants will learn: Tactics to reinstate lapsed donors and bring on new quality donors that are helping to rebuild the membership file.