The FY2020 Interim report highlighted a reduction in the acquisition of new customers. This resulted in the CAC to increase significantly to 21.7 months from 15.3 months. I however, don't see this as a deal breaker.
Pushpay (PP) adjusted their focus to go after the medium and large church segment for a few reasons. Large churches by their very nature result in a higher subscription fee and typically invest more to integrate the PP technology thus resulting in a higher volume fee. Moreover, there is less churn in the large church sector.
Medium and Large churches now make up 56% of PP customers. As a percentage it is always harder to generate growth of an already high base. A slow down here was inevitable. Plus, we should expect this to be a slow process as we want the large churches to be more sticky.
If you want to increase subscription fees and reduce CAC, customer acquisition is the easiest lever to pull. It is not however the most lucrative.
To an Australian reader it may blow your mind to discover that a huge proportion of church attendees still tithe using a bank cheque. On average, 5% of churchgoers tithe and interestingly, Millenials as a sector as some of the most generous (sources! you cry - I have my sources). This combination, provides us with a sympathetic tech savvy audience. If you can activate this audience you get an increase in ARPC.
Average Revenue Per Customer (ARPC) = (subscription fees + volume fees) / total customers
- Charge more per head (subscription)
- Church attendance increase (subcription)
- Collect a higher % of each donation (volume)
- Increase in total donations or people giving (volume)
- Existing church attendees adopting online giving (volume)
- Expand (through acquisitions) beyond faith sector (total customers)
The recent interim report was impressive, not mind blowing, but solid. I see new customers growing through external acquisitions but I am confident that there is a long organic growth runway still available by increasing ARPC.
Disc: hold