love your donors - developing donor care
TRANSCRIPT
Love Your Donors Fiona McPhee
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Overview
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Why Bother?Satisfaction with their experience
Commitment to the cause / organisation / relationship
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Why BotherThe Retention Conundrum
Which Donors?Which donors are we talking about caring about?
25 45Mostly monthly givingYounger I am the sooner I stop:52% retention in year oneI will upgrade my giving
65+Mostly cash givingStick around if engaged:25% second gift rate best in class 43% 5+ years giving stay at a 77% rate (best on class 85%)I will consider a bequest
The Right People
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What does Donor Care Look Like?
What does donor care look like?Donor-centric has become a popular conceptAll about being focused on donorsBut what does it mean?3 examples of being wild-life centric
Example 1VERY focusedHas developed expertiseSpends a great deal of time seeking outPerhaps even talks about conservation
but an almost exclusive focus on what he gets from the interaction
Example 2Again, very focused on subjectLavishes attention on themCares deeply
but coddles their subject and stunts them by removing them from their natural environment.
Example 3All the same hallmarksFocus, expertiseSpends time understandingWishes to conserveNot selfless still seeking something from the interaction
but balanced with wanting subject to be what they are.
We know donor care when we see it
Respect donors. Care about them. Celebrate them. Because of what they do in their natural stateDONATE
Applying the mindsetMiracles Day radio programStarted with the question:
What are we offering our current and prospective donors that will also benefit us?
1 - Entertainment with purposePromote Us approachLight FMPromoting/Advertising CBMs Miracles Day2012 4,000 MiraclesHelp you approachDeliver awesome content to the audienceLight FM Communitys Miracles Day supporting CBM2013 8,500 Miracles2014 15,500 Miracles2015 25,500 Miracles
CommunityAdrian Sargeant Donor IdentityCommunity Radio fundraisingWe had another member who donated
Our attention1st 30 days has greatest impact on propensity; average 2nd gift and lifetime value35% more likely to convert to Regular GivingPhone + Digital strongestConversion call prompted highest 2nd cash gift
Small we, capital YOUDiscarded lengthy booklet that was all about usA journey that starts where they areYOU saw a needYOU took a stepYOU joined a teamWill YOU
Howard Luck Gossagethe anti-Mad Man instead of pushing people around, put an arm around their shoulders and invited them to join him in conversation even participate in writing the ads heres a coupon, write in and tell us what we should be telling you.
Care for donors.Not to make us, or even them, feel good but because it does good.The difference is subtle, but its easy to spot
What is Donor Care?
Loving & caring for donors so they stay
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Why invest in donor care?Increase donor satisfaction Increase donor commitment
Impact the donor experience impact loyalty (belonging to believing?)
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DONOR EXPERIENCE
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How do we know what they want?Managing the care overall
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Asking for feedback?
Prof. Adrian SargentSatisfaction rating
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Critical Care Delivering the care
Reactive donor careThe people, processes and tools responding to your donors
Mystery ShoppingOur investigations tell us donors and prospects are being ignored.
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What we learntINVESTIGATION REPORTPoor response times/no response (1 in 5 did not respond)
Failure to deliver on promises
Failure to say thank you
Inefficient processing systems
Not listening to supporters
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Stratgey: Donor Segmentation Stratgey: Channel ManagmentStratgey: Measurement, Reporting & AnalysisDesign
Inbound & Donor preferenceCustomer Service principals, Skills & Capabilities, Behaviours & CollaborationsNew, Retained, Value, Giving Program Roles, accountabilities, processes & systemsSystems & oversightPeopleDonor Service Experience
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Foster an org culture committed to donor careSufficient budget & timeWell trained & appropriate staffMonitor & MeasurePeople & CultureHire the right people, love them and empower them
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Develop a Donor Service VisionDonor needs assessmentInternal capabilities assessmentEstablish Standards Industry BenchmarkingThird party capability assessmentOutline service level requirementsDefine technology requirementsDefine people requirementsDevelop process blueprintsDevelop implementation planBuilding a Reactive Donor Care Strategy
Critical Reactive Donor Care Strategy Elements
People & Culture (& Capacity)
Feedback routesWarm & Donor focused response scripts & emailsAcknowledgment StrategyUp-to-Date FAQs & Education ProgramCommunications briefings
Have a Vision make Donor Care important
Donor Type / SegmentResponsibilityActionConfirmed BequestorBequest ManagerPhone call thanksHandwritten note on TQ
Mid-Value donor (current previous mid-value gifts)Mid-Value Manager Major Donor Manager call thanks $5k+ gifts / Manager phone call thanks $any to $5kHandwritten note on TQ / TQ card addition
Mid-Value donor (current first gift at criteria level)Mid-Value ManagerCEO phone call thanks ($5k+) / Manager phone call thanks $any to $5kHandwritten note on TQ / TQ card addition
Mid-Value donor (new gift at criteria level)Mid-Value ManagerCEO phone call thanks ($5k+) Handwritten note on TQ / TQ card addition
Acknowledgment Strategy Example
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Proactive donor care
Proactive Donor CareReactive Donor Care
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Proactive Donor Care StrategyAudience / Audience NeedsObjectivesInteraction OpportunityTimingInteraction with other programs
Building Your Donor Care Program
Overcome buyers remorseReinforce key donor values (your values match)Reinforce key donor motivationsBuilds donors relationship with beneficiariesBuilds donors relationship with signatory / the teamBuilds community donors relationship with the communityOffers interactionOffers opportunity to express preferencesEducate**
Objectives
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Objectives
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Continuous Donor Choice: an objective?Inspired by preparations for project 13 of the Commission on the Donor Experience, Giving donors choices and managing preferences.
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Make or break momentsPre/post first debitTax receipt timeReactivatedCare to drive responsePre-calls / Pre-postcardsThanking post actionFeeding back Reinforce / RepeatMultiple channels early, repeatTiming
Actual Timing1st2nd3rd8th14th15thTimingDay of sign upASAP72 hours from sign upASAPDay 7Day 14 (pre 1st debit)Day 15 (post 1st debit)WhatLeave BehindThank you SMSThank you EmailWelcome CallField Report Email (video)Beneficiary impact email with email message opportunityYour donation in action postcardObjectiveOvercome buyers remorseOvercome buyers remorse, Build beneficiary connectionOvercome buyers remorse, Build beneficiary connectionOvercome buyers remorse, Offer interaction, provide choice (as relevant to individual situation)Build beneficiary connection, Broaden introduction to teamBuild Beneficiary connection, offer interaction, Educate Build beneficiary connection, broaden introduction to teamDemonstrate ROIOpportunity for usReinforce propositionProvide contact details - introduce teamReinforce beneficiary need. Use SMS channel earlyContinue passion experienced at sign up, Reinforce RG product name, highlight key beneficiary group. Use email channel earlyRetainObjection handleDowngradeChange pay typePay HolidayCancelUse phone channel earlyIntroduce main signatory. Show passion and commitment on charity side. Reinforce use of email channelReinforce impact on beneficiaryShow example of money well spent - set scene for what donors can expect in terms of feedbackHow should Donor feel?Excited, Enthusiastic, ValuedChuffedValuedThankedConfident in decision madeInspiredResponsible for impactProminent Value(s) expressedPassionateConsideratePassionate & ExperiencedTrustworthyImpactfulRespectfulImpactfulFocusDonor Impact on beneficiariesDonor Impact on beneficiaries - RG product reinforcementDonor Impact on beneficiaries, thank you from a team memberDonor Impact on beneficiaries - RG product reinforcementConnect donor and solution - money in actionConnect donor & beneficiary - thank you from main signatoryConnect donor and solution - money in actionCase Study / StoryBeneficiary 1Beneficiary 2Beneficiary 3Beneficiary 1 - further in their journeyBeneficiary 1 - further in their journey
Ideas
Just to say, THANK YOU for joining the fight to protect our beautiful planet. Its great to have you on board well be in touch soon! The WWF-Australia teamMake or break moment: over come buyers remorse
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Build CommunityBuild relationships with team
Build Community
Build relationship with beneficiary
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Build relationship with teamBuild relationship with beneficiaries
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Interaction OpportunitiesBounce backPetitionPollSurveyDonor eventsF2F Meeting with project officerBriefing on next campaignLuncheonWebinarsCertificatesGiftsSocial SharesBenefactor callBoard member call
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58A Great Thank You Letter
IN PDF this needs to be 5 slides
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59Personalised feedback
IN PDF this needs to be 3 slides
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Pareto Fundraising 2009
I received your mail out letter the other day and was pleased to find that it was about feedback on how those appeals went. Lots of time we are asked to donate money for this and that, but rarely do we get feedback on how things went. I am like many others who have to be careful how we spend our money but I was pleased to see howa combined effort can achieve a substantial dollar value. Feedback from CCI Donor care mailing
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61Personalised feedback
IN PDF this needs to be 3 slides
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Other Feedback IdeasSMS to short video linkLinked email and postcardNewslettersE-News
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My Checklist Rules
Find out what they needLISTENConsider the choices you can offerRESPOND
Build Proactive & Reactive Care programs aiming to influence satisfaction & commitment
Critical Reactive Donor Care Strategy Elements
People & Culture (& Capacity)
Feedback routesWarm & Donor focused response scripts & emailsAcknowledgment StrategyUp-to-Date FAQs & Education ProgramCommunications briefings
Have a Vision make Donor Care important
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Proactive Donor Care StrategyAudience / Audience NeedsObjectivesInteraction OpportunityTimingInteraction with other programs
Thank youWith thanks to Andrew Martin, Trudi Mitchell, Lisa Allan, Nicola Norris and our wonderful clients who shared content for this presentation