Opp Analysis - cover

Introduction:

Our Goal: To determine your Opportunity
                  & calculate your Return On Investment

Data you supplied MarketSmart:

  • Donor ID
  • Donation date
  • Donation amount
  • Age
  • Email on file (Y/N)
  • Physical address on file (Y/N)
  • Do Not Solicit (Y/N)
  • Legacy Society Members (Y/N)
  • Assigned/Managed donors (Y/N)

Introduction: Our Methodolody

Opp Analysis - our methodology

Your Transactional Data Our Methodology

Your Transactional Data

Age Distribution

37.0% of the 10,846 supporters in your uploaded file included ages

Opp Analysis - Age Distribution

Your Transactional Data

Donor and Donation Growth

Opp Analysis - donor growth bar chart
Opp Analysis - donor retention rates
Opp Analysis - donation growth bar chart
Opp Analysis - avg total donation per donor

Your Transactional Data

80/20 Rule Analysis

Opp Analysis - avg gift over $5K-1

Your average gift over $5,000 is $37,334

Opp Analysis - $5K+ donations

70/115 (60.9%) donors who gave $5,000+ in 2020 continued giving at that level in 2023. 

Your Transactional Data

Your Organization is Not Alone

logo

https://fundraisingreportcard.com/benchmarks/

Opp Analysis - under $100 and over $5K

PrioritizationOur Methodology

Our Forecasted Data

RFM Analysis

Opp Analysis - RFM Analysis

Our Forecasted Data

Marketing Mix

Opp Analysis - Marketing Mix

Non-donors emails: 

  • We have 20,000 people aged 40-99 or unknown age w/ no gift in the last 8-year timeframe, for whom we have an email address that isn't marked as do not contact or invalid.

  • We have 25,468 people aged 22-99 that fit the above criteria

Prioritization

Summary of Targets

EMAIL:

  • 600 donors with a Best or High RFM score that can be reached via email.

  • 3,350 donors with a Medium RFM score that can be reached via email.

  • 3,050 donors with a Low RFM score that can be reached via email.

  • 20,000 non-donors that can be reached via email. 

PRINT:

  • 200 donors with a Best or High RFM score that cannot be reached via email.

  • 1,500 donors with a Medium RFM score that cannot be reached via email. 


TOTAL:  28,700

Expected Response Rate

This Opportunity Analysis simulates the following response rates: 

EMAIL:

  • 9% response rate from 600 donors with a Best or High RFM score (54 responses)

  • 7% response rate from 3,350 donors with a Medium RFM score (234 responses)

  • 5% response rate from 3,050 donors with a Low RFM score (152 responses)

  • 3% response rate from 20,000 non-donor (600 responses)


PRINT:

  • 9% response rate from 200 donors with a Best or High RFM score (18 responses)

  • 7% response rate from 1,500 donors with a Medium RFM score (105 responses)

 

= 1,163 responses (4.05% response rate) 

Your Mid-Level and Major Giving
Opportunity & Potential

Your Transactional Data

Strategic Support: From Dr. Russell James

Opp Analysis - % held in assets

 

 

YOU CANNOT BUY DATA ON THE AMOUNT OF MONEY
EACH OF YOUR DONORS HOLDS IN ASSETS
BECAUSE THAT’S PRIVATE INFORMATION
DONOR DISCOVERY IS NEEDED, NOT WEALTH SCREENING

MarketSmart's Historical Response to Survey Questions About Gifts of Assets

Opp Analysis - Likelihood to give assets

Projection of Response Self-Identifying Interest
in Gifts of Assets

Opp Analysis - Self-IDing as Likely to give assets

232 self-identify some level of interest in making gifts of assets

Projection of Mid-Level and Major Giving Revenue

Opp Analysis - Mid and Major Giving Rev Projection

$700,000 - $1,750,000 from 70 donors

Your Planned Giving Opportunity & Potential

Introduction: Findings from Dr. James

MOST SUPPORTERS, VOLUNTEERS AND DONORS
KEEP THEIR LEGACY GIFT INTENTIONS SECRET

Opp Analysis - Dr. James research image

SUPPORTERS THAT INCLUDE YOUR ORGANIZATION 
IN THEIR ESTATE PLAN EARLY IN THEIR LIFE 
MAKE LARGER LEGACY GIFT AMOUNTS

According to research conducted and compiled by
Dr. Russell James and
Christopher Baker

MarketSmart's Historical Response to the
Planned Giving Survey Question

Opp Analysis - MS Historical Response to Planned Giving

Projection of Planned Giving Response

Opp Analysis - Projection of Planned Giving

Projection of Planned Giving Revenue

Opp Analysis - Projection of Planned Giving Revenue

$7,500,000 in realized planned giving revenue from 150 legacy donors

Projection of Planned Giving Revenue

Opp Analysis - Projection of Planned Giving Revenue over Years

$7,500,000 in realized planned giving revenue from 150 legacy donors

Opportunity Analysis Summary

Your Opportunity & Potential

Revenue Projection Summary & Return On Investment

 

Mid-level / Major Giving revenues = $700,000 - $1,750,000

Planned Giving revenues = $7,500,000

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