harvest the voice of the donor - case study dmanf august 2008
DESCRIPTION
How do you leverage your donor services functions in a way that is more than a cost center? Utilize the contact with your constituents to harvest the voice of the donor, gather useable marketing information in a timely way and translate it to increase donor loyalty and long term value.TRANSCRIPT
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2008 NY Nonprofit Conference August 14-15
Harvesting the Voice of the DonorCase Study
Jann Schultz, Director of Donor Relations
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2008 NY Nonprofit Conference August 14-15
• Founded in 1982• Served more than
120,000 children & young adults
• Free surgery provided by volunteer medical teams around the world
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2008 NY Nonprofit Conference August 14-15
Growth of Direct Response• Direct Mail, DRTV, Web• Noticed rising level of “background noise” of
donor response across several channels• Recognized potential for revenue growth by
“harvesting” these voices
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2008 NY Nonprofit Conference August 14-15
Background Noise into Donor Voice• Operation Smile Donor First Philosophy• Our way of translating background noise into
individual voices that we can understand, respond to, and cultivate
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2008 NY Nonprofit Conference August 14-15
Donor First Philosophy• Examining every touch-point of the donor
from their perspective, to enhance their engagement and make their experience as exceptional as the services we provide to children and families served by Operation Smile around the world
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2008 NY Nonprofit Conference August 14-15
Laying the Ground Work• Data gathering– ID touch points, workflows, current tools &
technology– Review successes and challenges
• Staffing and training• Overcoming biggest internal challenge:
changing organizational culture from a single focus on the children and expand to include the donor
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2008 NY Nonprofit Conference August 14-15
Common Denominator?Donor Database• Under utilized• Information silos
Result:• Database Quality Initiative
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2008 NY Nonprofit Conference August 14-15
Implementation Action PlanPlanting & Sowing the Seeds
Key Touch Points:• Direct Response TV
Call Center• Donor Relations
Call Center – HQ
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2008 NY Nonprofit Conference August 14-15
Implementation Action PlanPlanting and Sowing the Seeds
Key Touch Points:• Direct Mail
Processing• HQ White Mail• Online Strategy• Workflows
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2008 NY Nonprofit Conference August 14-15
Operation Smile - Donor Lead Strategy
Resource Development CenterRegional Development Team Volunteer
ChaptersStudent
ProgramsCommunity
Relations
Donor Relations TeamDonor Services / Information / Individual donors / Fundraising events <$2,500
Foundationsand
Corporations
PlannedGiving
FundraisingEvents
$2501-9999
FundraisingEvents
>$10,000
OtherInquiries
CauseRelated
Marketing
Follow Up Process
Follow Up Process
Follow Up Process
Follow Up Process
Gift Processing & Recording, Receipts and Acknowledgements, Tributes – In Honor/MemoryDonor Database Team
Operation Smile Inc.
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2008 NY Nonprofit Conference August 14-15
Was it effective?Reaping the Rewards• Donor Loyalty
& Engagement– SAVES Program– Grassroots Fundraising– New revenue opportunities
• Viral Marketing Site: onesmile.org• Cost Savings - eliminated unnecessary vendor
services
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The next step – Cultivation• Staffing adjustments• Training• Creating a consistent donor
experience• Wider utilization of Donor
Database• Tighter focus on Direct
Response• Expanded Online capabilities• Collaboration with vendors
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2008 NY Nonprofit Conference August 14-15
Was it effective?Reaping the Rewards• Improved efficiency
& response– Same Day Deposits– 80% Improvement in Time to Acknowledge– 4% DM Revenue from Second Ask
Acknowledgement Program– 86% Improvement in Problem Solving Response
Time• Reduction in Donor Concerns
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2008 NY Nonprofit Conference August 14-15
Planting for Future Harvests• Enhanced donor services• New online platform– Engagement paths & segmentation
based on donor requests– Improved viral fundraising
program• Expanded global fundraising• Medical Missions Team using
Donor Relations model for cultivation of medical volunteers
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2008 NY Nonprofit Conference August 14-15
Harvesting the Voice of the Donor
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2008 NY Nonprofit Conference August 14-15
Jann Schultz, Director of Donor [email protected]
757.321.7645+1 757.593.6560
Twitter: jannschultz LinkedIn: Jann Schultz
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2008 NY Nonprofit Conference August 14-15
Questions