Bridget Brandt of Sage Nonprofit discusses how to build a loyalty program that engages, nutures relationships, and creates a world class donor experience.
3. Sage, 30 years of experience
3rd largest ERP solution provider to
businesses worldwide
The Sage Group, plc. (London: SGE.L)
6.1 Million Customers Worldwide
Over 32,000 Unique Not-For-Profit Customers
in North America
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4. Agenda
• Identify your current donor experience
• Evaluate your current donor experience
• Enhance your current donor experience
• Strategy & Planning
• Real World Tips and Techniques
(Yes, it is that simple.)
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5. Identify
Evaluate
Enhance
Real World Examples
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6. Our Program Identify
Evaluate
Enhance
Real World Examples
Treat customers like we would like to be treated
Program consists of many elements:
1. Series of e-mails and direct mails designed to help new
customers be successful.
2. Annual thank-you programs
3. ―Love Bombs‖
4. Making decisions that replicate how we would want to be
treated.
Results:
4X the revenue for customers in the program.
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7. Identify
Evaluate
Enhance
Real World Examples
So…what is your experience like today?
Do you really know what
it is like to work with your
organization?
You should.
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8. Identify
Evaluate
Enhance
Real World Examples
How to Identify & Evaluate Your Experience
1. Get more information
– Act like a donor/customer
– Get someone else to act like a donor
– Listen to your staff and volunteers
– Survey-See appendix for tips
– Research-Understand your current donors
2. Examine all of your touch points
3. Be honest when you evaluate yourself and don’t
punish people for that honesty.
4. Accept the truth
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9. Identify
Evaluate
Enhance
Real World Examples
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10. Identify
Evaluate
Enhance
Real World Examples
How to Enhance Your Donor Experience
1. Establish a plan after you understand the value of the base.
• What are you trying to solve for? Recurring gifts, new donors,
loyalty, etc…?
2. Consider a pilot – to provide proof of concept.
3. Review and Revise – Donors change, economy changes,
patterns change….review and revise your strategy.
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11. Identify
Evaluate
Enhance
Real World Examples
Enhancing Experience in the Real World
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12. Identify
Enhancing Experience in the Real World Evaluate
Enhance
Real World Examples
Employees: 92% of loyal employees will go above and
beyond the call of duty**
Top Five Drivers of Loyalty
Attitudes Experiences
1.Fairness at work
1.Development
opportunity 2.Care and concern
2.Employee focus 3.Trust in employees
3.Job quality 4.Feelings of
accomplishment
4.Brand
5.Satisfaction day-to-
5.Reputation
day
**Walker Information Group, http://www.walkerinformation.com/pics/wlr/Employee_ExecSumm_07.pdf
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13. Identify
Enhancing Experience in the Real World Evaluate
Enhance
Real World Examples
Volunteers: They are you.
Make sure they understand
they represent you & what
that means.
• Provide talking points, not
scripts
• Provide them with the tools they
need to share our story
• Be available, open, and honest
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14. Identify
Enhancing Experience in the Real World Evaluate
Enhance
Real World Examples
Mailings: Are your mailings making an impression?
• Be Interesting
• Think about ―What’s in it for me?‖
• Engage, do something that creates the need for participation
Social Media: What are you doing with it? What are your
donors doing with it?
• http://www.youtube.com/watch?v=5YGc4zOqozo
• http://www.youtube.com/watch?v=4-94JhLEiN0
• http://www.youtube.com/watch?v=LHGuofPUnLo
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15. Identify
Enhancing Experience in the Real World Evaluate
Enhance
Real World Examples
Facebook Reveal Page Facebook Donation Widget
Others doing this well:
http://www.facebook.com/Tortuga.Day.Spa.and.Salon
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16. Identify
Enhancing Experience in the Real World Evaluate
Enhance
Real World Examples
Tips:
• Be interesting
• Use pictures
• Use Hootsuite
Want more info and stats:
http://favoritethingsforacause.wordpress.com/2011/06/04/ver
y-few-charities-are-taking-advantage-of-social-media-
fundraisers/
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17. Identify
Enhancing Experience in the Real World Evaluate
Enhance
Real World Examples
Website: Does your website share your mission and bring
in donations? Is it Viral? Can it be Shared?*
– Tips:
• Only 43% of websites include a description of the nonprofit
organization’s goals and objectives
• Only 4% of nonprofit Web sites state on their home pages
how they use donations.
• In 17% of the sites people were unable to find where they
could make a donation.
• Make it easy to donate online—one click.
•Confusing Web Sites Discourage Donors From Online Giving, http://www.nngroup.com/reports/donations/
•*Data provided by Internet research firm Nielsen Norman Group
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18. charitywater.org
Does it deliver?
1. Impact
2. Success
3. Details on org
4. Accountability
Twitter:
20. Identify
Enhancing Experience in the Real World Evaluate
Enhance
Real World Examples
Things to remember:
• Do what you say you are going to do!
―There’s a disconnect between what organizations
say and what they do.‖
• Enhancing experience is ―easy‖ think about what makes
working with your organization effortless and then make
it happen.
*The Customer Experience IQ (CEIQ) study,
conducted jointly by Vovici and CGA
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21. Thank-you!
Bridget L. Brandt
Director of Marketing, Nonprofit Solutions
Sage Business Solutions
12301 Research Blvd. Building IV, Suite 350
Austin, TX 78759
512-861-3039
bridget.brandt@sage.com
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22. Added Value: Survey Tips Identify
Evaluate
Enhance
Real World Examples
• Don’t over survey your customers
• Make a plan—how many people in your organization are surveying?
Centralize the process.
• Write a short questionnaire
• Use simple words
• Relax your grammar
• Assure a common understanding –Don’t use terms specific to your
organization
• Don't write leading question- You want honesty, to truly identify
• Don't make the list of choices too long
• Avoid difficult concepts
• Avoid difficult recall questions
• Put your questions in a logical order
• Pre-test your survey
• Cover memo or introduction- tell them why you are surveying
• Use some open ended questions-You want to provide an opportunity
to tell you more, good and bad.
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