creating rewarding supporter experiences that add value
TRANSCRIPT
@petergbgrant Planner, Good Agency
#CharityCommsHow to have good relationships
Page 1/27Unleash the GOOD
BAD RELATIONSHIPS
Page 2/27Unleash the GOOD
EXTRACTIVE INDUSTRIES
Page 3/27Unleash the GOOD
TRUST IN CHARITIES FALLS -16% IN 1 YEAR
Page 4/27Unleash the GOOD
A CHANGING VIEW OF CHARITY
Page 5/27Unleash the GOOD
INVOLVEMENT: WE BLAME THE PARENTS
We decide. The kids obey. We decide together as a family, including the kids. Why aren’t I involved?
WAR: 75+ BOOMERS: 50-65 MILLENNIALS: 18-30
Page 6/27Unleash the GOOD
THESHARING
ECONOMY
COLLABORATION RECESSIONTECHNOLOGY
Page 7/27Unleash the GOOD
⎫ ⎪ ⎪ ⎪ ⎪ ⎪ ⎪ ⎪ ⎪ ⎬ ⎪ ⎪ ⎪ ⎪ ⎪ ⎪ ⎪ ⎪ ⎭
Page 8/27Unleash the GOOD
⎫ ⎪ ⎪ ⎪ ⎪ ⎪ ⎪ ⎪ ⎪ ⎬ ⎪ ⎪ ⎪ ⎪ ⎪ ⎪ ⎪ ⎪ ⎭
Page 9/27Unleash the GOOD
OR
Page 10/27Unleash the GOOD
CHARITY:WATER
Page 11/27Unleash the GOOD
HAVE GOOD RELATIONSHIPS:
Page 12/27Unleash the GOOD
HAVE GOOD RELATIONSHIPS:
1. A ROLE IN YOUR STORY2. A REWARDING EXPERIENCE
Page 13/27Unleash the GOOD
1. WE CAN OFFER PEOPLE REAL MEANING.
BUT THEY MUST HAVE A ROLE IN THE STORY.
Page 14/27Unleash the GOOD
BRAND PROPOSITION: NO CHILD BORN TO DIE.
ENGAGEMENT PROPOSITION: HELP A CHILD SURVIVE PAST FIVE.
Page 15/27Unleash the GOOD
2. A REWARDING SUPPORTER EXPERIENCE
“Somewhere between 70% to 80% of first-time donors never make a second gift, multiple studies confirm. In the commercial world, a 70-80% loss rate would say one thing loud and clear: new customers aren’t falling in love with us.
Something’s wrong with our product. Something’s wrong with our service.” Professor Adrian Sargeant
Page 16/27Unleash the GOOD
4 PRINCIPLES FOR A GOOD SUPPORTER EXPERIENCE
1. INTEGRATION
2. CONVERSATION
3. VALUE EXCHANGE
4. GOOD TIMING
Page 17/27Unleash the GOOD
1. INTEGRATION
COMMITMENT IS A STATE OF MIND, NOT A CONTRACT
Page 18/27Unleash the GOOD
2. CONVERSATION
OPEN UP A DIALOGUE. ASK FOR THEIR THOUGHTS.
Page 19/27Unleash the GOOD
2. CONVERSATION
OPEN UP A DIALOGUE. ASK FOR THEIR THOUGHTS.
Over 500 stories written back. 114 legacy pledges. Potential ROI of 44:1.
Page 20/27Unleash the GOOD
3. VALUE EXCHANGE
STRONG RELATIONSHIPS ARE BUILT ON MUTUAL BENEFIT
Page 21/27Unleash the GOOD
3. VALUE EXCHANGE
STRONG RELATIONSHIPS ARE BUILT ON MUTUAL BENEFIT
Page 22/27Unleash the GOOD
3. VALUE EXCHANGE
STRONG RELATIONSHIPS ARE BUILT ON MUTUAL BENEFIT
Page 23/27Unleash the GOOD
3. VALUE EXCHANGE
STRONG RELATIONSHIPS ARE BUILT ON MUTUAL BENEFIT
8,175 new leads +173% on KPIs
Page 24/27Unleash the GOOD
WHO DOES IT BEST?
Page 25/27Unleash the GOOD
FINAL THOUGHT:
ONE THING YOU COULD DO TO IMPROVE YOUR CHARITY’S SUPPORTER EXPERIENCE?
1. INTEGRATION
2. CONVERSATION
3. VALUE EXCHANGE
4. GOOD TIMING
Page 26/27Unleash the GOOD
GOOD AGENCY8 Boundary Row London SE1 8HP
T 020 7738 1900F 020 7738 9900E [email protected]
THANK YOU FOR YOUR TIME
PETE [email protected]@GOODAGENCY.CO.UK
Page 27/27Unleash the GOOD
Visit the CharityComms website to view slides from past events, see what events we have coming up
and to check out what else we do:
www.charitycomms.org.uk
Conference22 October 2015London#CCengagement
Engagement conference
Sponsored by