digging deeper into donor loyalty

DIGGING DEEPER

DONOR BEHAVIOR & EXPERIENCE –WHAT TO DO WITH THE DATA

Rich Dietz

rich@NonprofitRD.com

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Linkedin.com/in/RichDietz

HELLO. MY NAME IS RICH

Rich Dietz

Nonprofit guy first – Masters in Social Work

“Accidental Techie”

Loves technology

Now work to bridge the gap

Linkedin.com/in/RichDietz

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AGENDA

Technology – Do more with less

Strategies and Tactics

Q & A

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“WHAT YOU TALKIN’ ‘BOUT WILLIS?”

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IoT

CSS

SEO

Wysiwyg

P2P

Blah, blan

blah

5Best Practice = What works for your organization

NONPROFITS

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Tend to be slower

on the uptake of

new technology

and trends…

TECHNOLOGY

DO MORE WITH LESS

SECTION PAGEMid-Level Donors

https://www.networkforgood.com/nonprofitblog/abcs-donor-prospecting/

“Treat Every Donor

Like a Major Donor”

Can’t take all $50

donors out to coffee

But technology can help

us make them

feel that way

TECHNOLOGY – DO MORE, LESS TIME

▪ Now:

▪ $50/year for 20 years $1000 one time

NJ Institute of TechnologyLifetime value is not always obvious

($1000 total)

TECHNOLOGY – DO MORE, LESS TIME

WHAT TECH SHOULD YOU FOCUS ON?

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MASLOW’S HIERARCHY OF NEEDS

Abraham Maslow (1908-1970)

American Psychologist

Most know him for his theory of

psychological health:

Maslow’s Hierarchy of Needs

MASLOW’S HIERARCHY OF NEEDS

http://en.wikipedia.org/wiki/Maslows_hierarchy_of_needs

OK…

So what does this have to do with

nonprofit technology?

As I worked with nonprofits and their technology

needs

I realized it Maslow was on to something here.

So I created the…

16ONLINE HIERARCHY OF NEEDS

Website

The

Rest

ODJ

Fundraising

Campaigns

Email Marketing

Donation Process

Online

Donor

Journey

STRATEGIES AND TACTICS

USE DONOR STUDIES(The right way)

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USE DONOR STUDIES

Look at any studies that come out

▪ How do they apply to YOUR

organization?

▪ What ideas can you test?

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SURVEY YOUR DONORS

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BUT I TRIED THAT… SURVEYS DON’T WORK

Don’t think of it as a “one time” action

Get the data “by all means necessary”!

▪ At time of donation

▪ During registration

▪ At live events

▪ Paper forms, applications

▪ Matching Grant

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THINGS TO INCLUDE

▪ Copy some of the questions from other studies

▪ Reason for Donating: “What is the main reason you donated?”

▪ Specific Program/Interest: “Which programs are you most interested in

hearing about?”

▪ Channel Preference: “How would you like to receive information from us?”

▪ Demographics/Age: “Which age group would you classify yourself?”

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BE CAREFUL HOW YOU “ORGANIZE”

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Hello Mary (always late very difficult),

Happy Birthday! We would like to offer you 20% off

during your birthday month…

CREATE AMAZING DONOR JOURNEYS

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THE ONLINE DONOR JOURNEY

TAKE THE TIME TO WALK IN YOUR DONORS SHOES

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Engagement

+

Amazing Experiences(at every stage of the journey)

= Donor Loyalty

Content /

CommunicationWebsite

Donation

FormThank You Follow Up

Process:

❑ Review your ODJ with a critical eye

❑ Take Your “Donor Journey”

❑ Yes, actually donate

❑ Be brutally honest

Audit – Online Donor JourneyGive yourself honest feedback and starting point

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CONTENT / COMMUNICATION

Content /

CommunicationWebsite

Donation

FormThank You Follow Up

MUST FRUSTRATING, COMMON OFFENSES

YOUR “MONTHLY NEWSLETTER”

STORYTELLING

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IMPACT IS MORE POWERFUL

We raised $10,000 dollars

towards our annual

campaign.

5,000 senior meals provided

to the community

(Then tell stories about

those seniors!)

VS.

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GREAT EXAMPLE

www.sfmfoodbank.org/our-impact/

Also…. Patrick’s examples

Zach

The Anonymous Donor

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Show IMPACTEg./ Investment Banker

“Donors define

‘oversolicitation’ as

being asked to give

again before learning

their first gift had an

impact”

- Penelope BurkeCygnus Research

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WEBSITE

Content /

CommunicationWebsite

Donation

FormThank You Follow Up

DIRECT RESPONSE WEBSITE

We’re not talking

“brochure websites”

• 5-10 pages, static, boring,

does not lead to action

Direct response website –

key is to get “action”

▪ signup, donate, call, register,

etc.

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Too many choices = No Action

Limit choices / Easy to find

The Jam Study

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Who Visits? / What are they looking for?

What do you want folks to DO when they reach your site?

40Example - bestieswithtesties.org

41Example - IES Abroad

MOBILE IS NOW

▪ 75% of Americans own smartphones

▪ Half also own a tablet or e-reader

▪ Google’s “Mobilegeddon” Update

▪ Create a “Mobile Responsive” website

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DONATION FORM

Content /

CommunicationWebsite

Donation

FormThank You Follow Up

✓Shorter is better

✓Suggested giving amounts

✓Donation levels that show “Impact”

✓Create a unique experience for each

campaign

- Branding, language, pictures specific to the campaign

OPTIMIZE YOUR DONATION FORM

MONTHLY GIVINGIf average “comfort with online gifts” is $299….

Maybe focus on Monthly giving program!

▪ Create unique experience – Name, group, badges, shirts, seats

▪ Show the increased impact of monthly donors

▪ Create benefits just for this group

▪ Bonus – these become your legacy gifters!

(I am working on a Monthly Giving Training right now…

let me know if you want to hear about this)

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THANK YOU

Content /

CommunicationWebsite

Donation

FormThank You Follow Up

of Donors say they were

NEVER thanked for their gift.

21%

(Nonprofit Donor Engagement Benchmark Study)

INITIAL CONFIRMATIONDon’t waste this opportunity!

▪ Everyone opens THIS email and,

it’s when they feel the most engaged!

✓ Ask them to do small favors.

▪ Like, follow, share, donor survey, etc.

✓ Tell them about upcoming events

✓ Increase the engagement

Thank you phone calls

42% more $ / 39% more likely to give again (Donor Centered Fundraising)

CONTINUE TO SHOW IMPACT

What do donors want to see?

▪ What you have done with their money?

▪ Did it make a difference?

▪ Keep showing them this ALL YEAR LONG

In fact, this is even more important during…

Follow up!

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FOLLOW UP

Content /

CommunicationWebsite

Donation

FormThank You Follow Up

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“The First gift from a

donor is not money:

It’s attention”

- Tom Ahern

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Show IMPACT FirstEg./ Investment Banker

“Donors define

‘oversolicitation’ as

being asked to give

again before learning

their first gift had an

impact”

- Penelope BurkeCygnus Research

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THANK THEM MULTIPLE TIMES THROUGHOUT THE YEAR

Create a thank you series (like the welcome series)

• Thank them right away

• Thank them again in a week, with an update on progress

• Thank them again in 3 months, showing impact

• Rinse and Repeat

Show the impact you have made with their help (donations)

4Xmore OPENS

5Xmore CLICKS

Experian Research

The Welcome SeriesA series of emails automatically trigged by an event (signup, donate, etc.).

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HOMEWORK

❑ Audit your Donor Journey

❑ Pick 2-3 ideas or strategies to test

❑ Take Action!

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Q&A

Take Action!

Linkedin.com/in/RichDietz

Rich DietzRich@NonprofitRD.com

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Leave your business card and

I will send you:

• The Donor Studies

• Slides

• Invitations to webinars

• And more.