Jack's top recommendations:

1. Activate 80% of expected annual run rate from donors who haven't yet started and are due to activate this year in FY22.
   1. Chloe: In FY22, raise 80% of the expected annual run rate from new donors that have pledged to begin donating in FY22.
2. Retain 84% of active annual run rate from donors who donate at least once this year.
   1. Chloe: In FY 22, retain 84% of currently active annual run rate. (Definition of "active donor" is an individual that has donated at least once in the previous 12 months)
3. Grow gross run rate from donors already active by 07/01/21 by XX% or Increase donation amounts from XX% of donors who have been donated for >1? year

   1. (An upselling metric?) Chloë: Engage and cultivate our existing donor base by increasing the average donation in USD (by [?5% - JL] XX% individually or $559,018 USD in total) made by each donor that had begun donating to OFTW by July 1, 2021. Net change

      OR

   2. (A an upselling long-term (more than 12 months) donor metric?) Chloë: Engage and cultivate our long-term giving donor base by increasing the total amount donated (by XX%) in one year by individuals that have been giving monthly for 12 months or more by July 1, 2021.

4. Create mailing list for 'pledge-curious' donors and grow to 1,000 emails; create and deploy content for this group; convert 10 people (1%) to take the pledge
   1. Chloë: Strengthen our ability to leverage digital marketing tactics, by establishing and engaging a new audience segment, pledge curious supporters, for our email flow:
      1. Attain 1,000 contacts (name, email) to sign up for the pledge-curious supporters mailing list.
      2. Convert 10 contacts to complete the 1% pledge to OFTW.
      3. Maintain an average email open rate that is greater or equal to 30%.
5. Chloë: Enhance our digital presence by 1) developing an evaluation of the impact of our websites (main and corporate outreach microsite) and 2) implement adjustments to any or all of these areas, which include but are not limited to messaging, content, brand identity, architecture/layout, points of engagement, donor appeals, forms, etc by July 1, 2022. (Will revisit in January)?
   1. Determine the definition of success for both the main website and the microsite and set up 3-4 key metrics to be tracked and a plan for evaluation by the website relaunch date.

Questions:

1. Should we use the term donors or contributors?
2. Why the term annual run rate? Could we not say "projected revenue"?
3. Are there other sub segments of "pledge curious supporters" that may be important to the work? What additional data may we be collecting at time of sign up?