7/30/2019 BB Member Loyalty in Non-profit Organizations

1/8

7/30/2019 BB Member Loyalty in Non-profit Organizations

2/8

Member Loyalty in Non-Profit Organizations

2 million regularcontributors

subscription cancellations

Bain & Company

SpanishFundraising Association

Case Overview

Data

Non-Profit Organizations that participated in thestudy:

pioneer experience

7/30/2019 BB Member Loyalty in Non-profit Organizations

3/8

this case has been conducted according tohigh professional standards...I felt like doing a Loyalty Achievement Master

Average exit rate is 18% in the Non-Profit Sector,with high variations among entities

a) first year

b) Face to face

c)

d) Monthlyquarterly

d) Exit rate by payment frequency

Jan-May 09 annualized

Jan-May 09 annualized

c) Exit rate by age group

Jan-May 09 annualized

b) Exit rate by engagement method

a) Exit rate by members seniority

Member Loyalty in Non-Profit Organizations

Jan-May 09 annualized

7/30/2019 BB Member Loyalty in Non-profit Organizations

4/8

Age groupExit rate

65-80

55-64

35-44

25-34

Engagement method

Exit rate

Telemarketing

Web

Facetoface

Member's seniority

Exit rate

>10

4-10

High correlation between level ofrecommendation (NPS) and exit rate

Variables explaining cancellation are highlycorrelated to NPS

Member Loyalty in Non-Profit Organizations

NPS: ''On a scale of 0 to 10, how likely is it you would recommend thiscompany, product or service to a friend or colleague?'

Fred Reichheld

Promoter Passive Detractor

ExtremelyLikey

ExtremelyUnlikely

NPS = % Promoters - % Detractors

This case was key because it allowed us todevelop an action plan. We are currentlyworking on a donor management modelwhich affects all the organization levels

7/30/2019 BB Member Loyalty in Non-profit Organizations

5/8

Member Loyalty in Non-Profit Organizations

Diagnosis

It is essential for donors to keep in touch withthe NGO they support and to be informedabout its activities. It is important for theNGO to set regular contact targets, and it isimportant to meet them. Our experienceshows that using multiple channels tocontact donors can help in this regard ."

7/30/2019 BB Member Loyalty in Non-profit Organizations

6/8

This case permitted us to know oursituation compared to other NGOs, as wellas evaluate the different engagementmethods

Member Loyalty in Non-Profit Organizations

On an individual basis, Organizationsdeveloped single action plans to:

Recommendations

7/30/2019 BB Member Loyalty in Non-profit Organizations

7/8

Results up to date

extraordinaryrewarding

pleasure to confirm

Member Loyalty in Non-Profit Organizations

"The NGO donors market is still incipient. Aninitial step would involve all NGOs drivingthe creation of this "category", leveragingrelevant and general attributes.Differentiation comes next.

7/30/2019 BB Member Loyalty in Non-profit Organizations

8/8

Member Loyalty in Non-Profit Organizations

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