unifying online and offline donor data for a consistent experience

UNIFYING ONLINE & OFFLINE DONOR DATA FOR A CONSISTENT EXPERIENCE

By taking a unified approach to data and communications, nonprofit fundraisers and marketers can better shape donor interactions with their organization to create outstanding donor experiences. Michael Wilson

@mww1954Jamey Heinze

@JameyHeinze

https://twitter.com/mww1954

https://twitter.com/jameyheinze

https://twitter.com/jameyheinze

@mww1954 @jameyheinze @CDSGlobalNP

Bios

Michael WilsonAs CEO of the Center for Digital Business Transformation, Michael is dedicated to understanding and applying all things digital. His experience includes over 10 years as CIO and Chief Customer Officer at the American Heart Association. Michael is author of the books The Digital Nonprofit: A Manifesto and The Digital Executive: Are You Obsessed With Your Customers?

Jamey HeinzeThe chief marketing officer at CDS Global, Jamey Heinze is responsible for leading the company’s marketing efforts in the nonprofit sector as well as other industries. Heinze has more than 20 years of experience in technology sales and marketing and has held marketing, product management and sales positions at companies such as Xerox, Level 3 Communications, Broadwing Communications and OpenText/Vignette.

DataInsightAction


The Constituent Ecosystem

Data

Insight

Action

Interaction data, account data, external sources, information files – Discover and predict behavior patterns.

Deep insight helps nonprofits understand donor engagement, attrition, retention.

Structure everything around actionable outcomes of data and the insights, that help create unified constituent experiences.


The “Right” Data

All Constituent Data

Prioritize based on:Will it give actionable insight & improve the experience?

Does it cater to the donor’s expectations?

Know + Remember = Great

ExperienceIt’s the simple things…


The “Right” Data

Don’t Rule Out Offline Data

Audit your existing offline data.

Integrate and compare with online donor data for greatest insight.

All Constituent Data


Example: Offline Data AuditSource Insight Cost to Integrate (5

years)Projected Value of Insight (5 years)

Requests for additional information (via mailed donor acknowledgements)

Specific areas of donor interest

$1000 -Additional volunteers-New donors (evangelism)-$2000-$3000

Inbound call center information

Donor opinion of organization, donor pain points

$2000 -feedback for improving org.-better opinions of org.-higher renewal likelihood-$5000

Mailed donations Demographic and financial information

$2000 -accurate address information-payment information-$2500

Offline Data: Sources and ValueAdvances in offline data capture technology: convenient and cost effective.

Important to evaluate return on offline data capture.


Unify & Integrate

Pick two or more systems for better insight.

Decide what insights you need. Integrate the core data needed for those insights.

Start simple and think action-oriented.

Regularly evaluate effectiveness of integrated data.

Implement a master data plan early on, and enforce data integrity.

Some Rules for Data Integration…

Unify & Integrate

Raiser’s Edge

Direct Mail Data

Television

Online Data

Donor Services (Inbound)

Offline Donations

Complete Donor Picture

Insight


Understanding Your DonorsExamples of Useful Insights:• The value and potential of the constituent.

• The next step in building the relationship based on other, similar constituents.

• Communication channels they may prefer.

• Their level of engagement.

• Their existing relationships with other organizations and companies.

• Summaries of how recently and frequently the constituent donates or engages with your organization.

• What kind of experience they are having, and how satisfied they are with your organization.

• What they are interested in: what type of content should be sent to them? How should you render the content to appeal to their preferences (i.e. static content, graphics or video)?

• Who is in their network and who influences them?

• What kind of referrals do they make?

• Real time data from smart devices

InsightDeep understanding of

donor behavior, and how donor relationship will

progress.

ActionCapitalize on opportunities,improve experience for the

donor.


Organizing Around Insights

KPIs / Scorecards

Dashboards

Reflect strategic value drivers and organizational goals. Example: “Renew 50% of existing donors”

Built to intuitively lay out KPIs.Tips for Dashboards:- Dashboard around acquisition,

renewal, upgrades, and cross-promotions.

- Pay attention to lag and lead indicators.

Insights ActionInsight must be “in sight” of personnel in day to day operational roles, to drive action based on overall strategy and objectives.

Enhance Data for Greater Insight

• Enhancing existing data can reveal new opportunities and donor trends.

Action


Unifying the ExperienceDevelop a Journey Map

Start with one segment/persona, and work through their journey with your organization.

Examine the DataLook at all your data, both structured and unstructured. Locate insight gaps in the

donor journey, and start collecting that data.

Involve Front-Line StaffInvolve staff closest to your donors (e.g. volunteers, call center) to develop and

improve the journey map.

Improve the JourneyFocus efforts on improving the journey. Remedy roadblocks to delivering great

service.


Example Journey Map


Identifying GapsProcess-oriented approach built around KPIs, goals for continuous improvement, & overall strategy.

Audit Data / Journey Map1

Prioritize2Measure Progress3


Constituent Value Framework

High

High

Low

Low

Potential Value

Actual Value

Cultivate and Upgrade

Commit and Invest

Acquire and Renew (Mine and Watch)

Maintain the Relationship


Omni-Channel Approach

Highly informed.

Demanding, values convenience.

Empowered to look at other causes.

Increasingly social and collaborative in their approach.

Part of a diverse group that may not fit traditional market segments.

Interactive when connecting with your organization.

Highly mobile.

The Connected Constituent is…


Omni-Channel Approach

Constituent can move from one

channel to another and thread remains

connected.

Donors experience a brand, not a channel within a brand.

Channels support one another, and spur evangelism.

Address the many ways donors have of interacting with your organization.

Start by integrating digital channels.

Eliminate barriers to donating!

Omni-Channel Client Example

• Magazine Subscription Fulfillment

• Customer Management

• Gift Processing

• Donor Acknowledgements

• Customer Service

• Mailing Services

Omni-Channel Client Example

Member/Subscriber/Donor receives consistent brand experience regardless of communication channel

Web

Donations

CareOrders

Remittance Processing

(Paper, Electronic, Data

Capture)Donations

Subscription Payments

Direct Mail

Orders

Renewals

Solicitations

Acknowledgements

Email

Care

Renewals

Notifications

Solicitations

Acknowledgements

OMS Database

Digital

3D

Print

Customer Service

(Phone, Online, IVR)

Orders

Donations

Cross-sells

Account Changes


Recap

Data

Insight

Action

1) Build an ecosystem on data, insight, and action

2) Prioritize the data you decide to collect

3) Don’t rule out offline data

4) Unify and integrate your data for greatest insight

5) Determine which insights will provide a deep understanding of donors

6) Use KPIs and Dashboards to organize data and readily view insights

7) Enhance existing data for even more in-depth insights

8) Develop and analyze a journey map to ensure you’re delivering a consistent experience, and identify any experience gaps

9) Organize donor segments using a constituent value framework

10)Employ an omni-channel approach to deliver a consistent digital and offline experience

questions

Contact InformationMichael WilsonCenter for Digital Business Transformationwww.digitalbusinessblog.wordpress.com

Phone: 214-923-2140Email: [email protected] Twitter: @mww1954

Jamey HeinzeCDS Globalwww.cds-global.com/nonprofits

Phone: 512-730-2609Email: [email protected] Twitter: @jameyheinze

http://www.digitalbusinessblog.wordpress.com/

mailto:[email protected]

http://www.cds-global.com/nonprofits

mailto:[email protected]

thankyou

unifying online and offline donor data for a consistent experience

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