Keeping Up with the Joneses: Mobile Member Cards and Recurring Giving. Presented by Cari Maslow & Kara Getkin 2016 AMMC Conference April 12, 2016

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Gerard Benson
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1 Keeping Up with the Joneses: Mobile Member Cards and Recurring Giving Presented by Cari Maslow & Kara Getkin 2016 AMMC Conference April 12, 2016

2 Overview Introduction How We Implemented Challenges & Unexpected Outcomes The Politics The Money The Demographics Things to Think About

3 Carnegie Museums of Pittsburgh Founded in Distinct Museums Carnegie Museum of Art Carnegie Museum of Natural History Carnegie Science Center The Andy Warhol Museum Serve 1.3 million people annually More than 27,500 basic-level member households ($250 or less) $3.5 million in revenue

4 Two-Pronged Challenge Keep up with Customer Expectations Mobile World & Green Culture Introduce Recurring Giving Magic bullet for increasing revenue Belief that it would diversify the member base Adding new circles & levels seemed counterproductive Admission benefits complicate One Solution: Mobile Member Card

5 Multi-Channel Marketing Mania AMMC 2013 Our Implementation

6 Requirements Real-time validation Easy for frontline staff & members Any member can use it Monthly recurring gift members must use it MyCMPCard.org

7 How We Did It External vendor Built on existing database synching processes Mobile website for member to log in & pull up card Only available to members who have given us an address (Opt-in not required)

8 Mobile Website vs. App Mobile Website Requires same skill set as website development App Requires app developer for each platform Platform independent Must be developed separately for each platform Immediate changes possible Consumer needs to upgrade to receive changes Not as straight forward initially to get on phone No installation or space usage on member s phone Cost to offer & upgrade Must be downloaded for use With both options you need to invest in a method of linking to your member database and ensuring that the mobile card can be read by your admissions system

9 To Add an Icon 1. Open website 2. Click Add to Home Screen 3. You can customize how the link appears on the user s home screen AMMC 2016

10 Behind the Scenes Raiser s Edge Raiser s Edge Luminate Siriusware Mobile Card

11 For the Member: Multi-Channel Marketing Mania AMMC 2013

12 Reciprocity Programs Multi-Channel Marketing Mania AMMC 2013 Clickable logos appear below card Level determines which programs member sees

13 How We Promoted Multi-Channel Marketing Mania AMMC 2013 Launched during Member Appreciation Week Staff & volunteers at each event to help members put on their phones Today Renewal mailing insert Insert in benefits packet Plasma screens onsite Online Member Benefits Page E-newsletter

14 Multi-Channel Marketing Mania AMMC 2013 Next Step: Recurring Giving Member must purchase auto-renewing memberships on-line Do not receive a plastic member card Must use mobile card or a photo id at the front desk Online system auto-charges their credit card each month

15 Behind the Scenes Multi-Channel Marketing Mania AMMC Imported into Raiser s Edge 1. Member signs up in Luminate 3. Member information syncs to Luminate & Siriusware 5. Barcode scan pulls member record up in Siriusware 4. Member logs in using Luminate API to display the card

16 For the Member Multi-Channel Marketing Mania AMMC 2013

17 For the Member Multi-Channel Marketing Mania AMMC 2013

18 For the Member Multi-Channel Marketing Mania AMMC 2013

19 Multi-Channel Marketing Mania AMMC 2013

20 Customer Center AMMC 2016

21 How We Promote On-line donation form On-site handout Direct Mail: Renewal order form Upgrade insert Acquisition response card Telemarketing AMMC 2016

22 Challenges & Unexpected Outcomes

23 The Challenges Time delay in the process System related snafus Member confusion re: logging in System limitations around coding & autoresponders Need to be able to quickly resolve the unexpected

24 The Unexpected Annual auto-renewers who are renewing despite getting no solicitations Forgetting about annual payment & calling credit card company Front-line prompting to renew Members who are swapping the Payer Long-distance joiners Excitement of non-membership museum staff members

25 The Politics AMMC 2016

26 The Naysayers Will Always Exist AMMC 2016 You have to make a minimum gift amount because of the credit card fees. We ll spend all our time managing declined cards. We need EFT. If you don t require them to sign up for at least 1 year, they ll sign up, visit & immediately cancel. It will be too easy to share the card.

27 The Naysayers Will Always Exist AMMC 2016 $2,000 in additional credit card fees (inc. in cost/$raised) Once we had a process, it could be partially automated. We saw some of this but not enough to make the program less flexible. Have not seen rampant sharing

28 You ll never hit your revenue goal if you do this! You ll never make your revenue goal for the year if you introduce this!

29 You ll never hit your revenue goal if you do this! We exceeded the goal by $100,000

30 It s Still Politics We don t have the front-line staff actively selling We went back and added a time stamp to the mobile card Don t manage to the exception if it turns out to be normal we ll deal with it

31 The Numbers AMMC 2016

32 What Actually Happened Today we have over 1,000 auto-renewers

33 Growth of Monthly Giving Program In 2015, just over $50,000 in monthly auto-renewer payments Since start of 2016 almost $37,000

34 Year of Growth 9% growth in member base 5% growth in member revenue 9 percentage point increase in first-year member retention Member Households ,000 12,000 14,000 16,000 18,000 20,000 22,000 24,000 26,000 28,000 30,000

35 Impact of Monthly Auto-Renewal Option MONTHLY AUTO-RENEWAL TYPE 12% 22% 40% 7% Renewal At-Risk Renewal 1st Yr Renewal New Rejoin 19%

36 The Million Dollar Question 14% attrition from the program for all reasons Changed back to normal Bad credit cards Cancellations

37 The Demographics AMMC 2016

38 Comparison by Level 0% 15% 23% 4% 58% MONTHLY AUTO-RENEWALS DUAL FMLY INDL PREM SENR 3% 6% 26% 53% 12% ALL MEMBERS

39 Comparison by Age Monthly Members 0 Less than Over Less than 20 All Members Over 91

40 Comparison by Income Monthly Auto-Renewals All Members 15% 11% 11% 21% 6% 31% 21% 42% 23% 19% Under $30,000 $30,000 - $59,999 $60,000 - $74,999 $75,000 - $99,999 $100,000 - $149,999

41 Comparison by Education Monthly Auto-Renewals 0% All Members 0% 17% 32% 37% 36% 47% 31% Completed High School Completed College Completed Graduate School Attended Vocational/Technical

42 What to Think About AMMC 2016

43 Things to Think About Expiration dates, discounts & extra months Mechanics to move bad credit cards/cancellers back into normal process How to promote in various sales vehicles Benefits fulfillment in the 2 nd year When do you give up on trying to get a good credit card number? Reporting/Tracking Upgrade process Stewardship different or the same?

44 Contact Info Cari Maslow Carnegie Museums of Pittsburgh Sr. Director, Donor Relations & Membership Kara Getkin Carnegie Museums of Pittsburgh Asst. Director, Donor & Member Services

Best Practices for. Membership Renewals

Best Practices for. Membership Renewals Best Practices for Membership Renewals For many associations, it s easy to get caught up in the marketing efforts associated with attracting new members. But as important as membership growth is, renewal