integration afternoon 1 intro 6 july 2010
TRANSCRIPT
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Save the Children
Toolkit
Quest and Barriers
Supporter Experiences
Motivations and Values
Integration: What it Means
Emotions in Decision-making
Influencing and Social Psychology
Opportunities
Influencing and Social Psychology
PlanningTools
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Table Talk
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Integrating Fundraising and Campaigning
• Becoming a Campaigning Organisation?
• Connecting Supporters to Mission?
• Making a Difference
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We are changing
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And our supporters are changing
Dorothy Donor
Susan Supporter
Valley of Death!
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Integration: Why do it?
• Brand re-positioning
• Fundraising goals
• Supporter acquisition
• Public support to leverage advocacy
• Consumer/public pressure on specific targets
• Supporters want involvement
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What Integration offers
• Involvement and experience for supporters
• Connection and loyalty (supporter retention)
• People power (leverage for advocacy)
• Brand focus and focused communications
• Organisational catalyst
• Improved ways of working
• Fun
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Transformational connection
Low value
High valueSingle product
Multi productsTransaction
RelationshipAware
Emotionally engagedProject responsive
Brand loyalSupporter
AmbassadorUninformed
InformedSceptical
TrustingActivity
ExperienceMoment
Memory
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What Integration looks like
• Coherence: the story you will tell, consistently
• Integrity: being true to yourself, and mission
• Alignment: of activities, messages, opportunities
• Coordination: prioritisation, decisions, planning
• Integration is NOT everything, to everyone, all the time
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What Integration requires
• Supporter-focused philosophy
• Planning and processes
• Systems and discipline
• Hard work
• Leadership and decisions
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But it’s difficult
Definition of value
Supporter insight
Managing data
Ownership / responsibilities
Supporter vision
Supporter care strategy
Integration with branches
Communication strategies
Shared objectives
Consistent procedures
Leadership
Change management
Organisational mindset
EvaluationIntegrated
communications
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We think these are important
LuckTenacity
LeadershipPassion
Patience Persuasion
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Does it work?
Care2 stats from the US:
• “Non-donors who take action online are 3.5 times more likely to donate than non-donors who get e-mail but haven’t taken action,”
• Existing donors who take action online are 2.3 times more likely to donate than donors in the e-mail file who haven’t.
“I feel like I can do a lot more when I am involved with them personally”
“I just wanted to thank Lisa for her letter in which she provided a postcard and a petition with addressed envelope. She made it so easy for me to
respond and I appreciate that. And she didn't ask for money at this time, either. Also appreciated, since I always send money when I can.”