Love your donors - Developing Donor Care
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Donor care can be proactive and reactive. This session looked at both sides of the fence covering: * a framework for managing the reactive side - responding to your donors when they contact you so you are building stronger relationships * ideas for proactive donor care you can test to increase your donor retention and understanding of your donors In an environment of declining retention rates, standing out from the crowd will take excellent donor care. Knowing how to assess your current level of care, identify gaps and opportunities and make changes to focus on your donors and not your organisation can be challenging. This session looked at frameworks and ideas to start making positive change.
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Love your donors - Developing Donor Care
- 1. Love Your Donors Fiona McPhee
- 2. 2
- 3. Overview What is it Critical Care Needs (Reactive & Proactive) Ideas
- 4. Why Bother? • Satisfaction with their experience • Commitment to the cause / organisation / relationship
- 5. Why Bother The Retention Conundrum Don’t accept that attrition is inevitable Believe good/better service improves satisfaction and commitment Increase value / influence behaviours through our care
- 6. WHICH DONORS? Which donors are we talking about caring about?
- 7. 25 – 45 Mostly monthly giving Younger I am the sooner I stop: 52% retention in year one “I will upgrade my giving“ 65+ Mostly cash giving Stick 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”
- 8. The Right People Your donor segments Your donor programs Prioritising by value Prioritising by their needs
- 9. WHAT DOES DONOR CARE LOOK LIKE?
- 10. What does donor care look like? • Donor-centric has become a popular concept • All about being focused on donors • But what does it mean? • 3 examples of being wild-life centric…
- 11. Example 1 • VERY focused • Has developed expertise • Spends a great deal of time seeking out • Perhaps even talks about conservation … but an almost exclusive focus on what he gets from the ”interaction”
- 12. Example 2 • Again, very focused on subject • Lavishes attention on them • Cares deeply … but coddles their subject and stunts them by removing them from their natural environment.
- 13. Example 3 • All the same hallmarks • Focus, expertise • Spends time understanding • Wishes to conserve • Not selfless – still seeking something from the interaction … but balanced with wanting subject to be what they are.
- 14. We know donor care when we see it… Respect donors. Care about them. Celebrate them. Because of what they do in their natural state… DONATE
- 15. Applying the mindset • Miracles Day radio program • Started with the question: What are we offering our current and prospective donors … that will also benefit us?
- 16. 1 - Entertainment with purpose “Promote Us” approach • Light FM • Promoting/Advertising CBMs Miracles Day • 2012 – 4,000 Miracles “Help you” approach • Deliver awesome content to the audience • Light FM Community’s Miracles Day – supporting CBM • 2013 – 8,500 Miracles • 2014 – 15,500 Miracles • 2015 – 25,500 Miracles
- 17. Community • Adrian Sargeant – Donor Identity • Community Radio fundraising • “We had another member who donated…”
- 18. Our attention • 1st 30 days has greatest impact on propensity; average 2nd gift and lifetime value • 35% more likely to convert to Regular Giving • Phone + Digital strongest • “Conversion” call prompted highest 2nd cash gift0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 1 2 3 4 Welcome Timeframe propensity to give again
- 19. Small we, capital YOU • Discarded lengthy booklet that was all about us • A journey that starts where they are… 1. YOU saw a need 2. YOU took a step 3. YOU joined a team 4. Will YOU…
- 20. Howard Luck Gossage the 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… here’s 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 it’s easy to spot
- 21. What is Donor Care? Loving & caring for donors so they stay
- 22. Why invest in donor care? 1. Increase donor satisfaction 2. Increase donor commitment 3. Impact the donor experience – impact loyalty (belonging to believing?)
- 24. HOW DO WE KNOW WHAT THEY WANT? Managing the care overall
- 26. Asking for feedback? Prof. Adrian Sargent Satisfactionrating
- 27. CRITICAL CARE Delivering the care
- 28. REACTIVE DONOR CARE The people, processes and tools responding to your donors
- 29. Mystery Shopping Our investigations tell us donors and prospects are being ignored.
- 30. Thanking for offer of RG • ~50% - 80% of the time • Australia lowest though have been improving RG set up successfully • 65% - 78% of the time • Hong Kong best Complaint Resolved • 29% - 83% • New Zealand best
- 31. What we learnt INVESTIGATION REPORT • Poor 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
- 32. Stratgey: Donor Segmentation Stratgey: Channel Managment Stratgey: Measurement, Reporting & Analysis Design Inbound & Donor preference Customer Service principals, Skills & Capabilities, Behaviours & Collaborations New, Retained, Value, Giving Program … Roles, accountabilities, processes & systems Systems & oversight People Donor Service Experience
- 33. 1 3 2 4 Foster an org culture committed to donor care Sufficient budget & time Well trained & appropriate staff Monitor & Measure People & Culture Hire the right people, love them and empower them
- 35. Develop a Donor Service Vision Donor needs assessment Internal capabilities assessment Establish Standards – Industry Benchmarking Third party capability assessment Outline service level requirements Define technology requirements Define people requirements Develop process blueprints Develop implementation plan Building a Reactive Donor Care Strategy
- 36. Critical Reactive Donor Care Strategy Elements People & Culture (& Capacity) Feedback routes Warm & Donor focused response scripts & emails Acknowledgment Strategy Up-to-Date FAQs & Education Program Communications briefings Have a Vision – make Donor Care important
- 37. Donor Type / Segment Responsibility Action Confirmed Bequestor Bequest Manager Phone call thanks Handwritten 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 $5k Handwritten note on TQ / TQ card addition Mid-Value donor (current – first gift at criteria level) Mid-Value Manager CEO phone call thanks ($5k+) / Manager phone call thanks $any to $5k Handwritten note on TQ / TQ card addition Mid-Value donor (new – gift at criteria level) Mid-Value Manager CEO phone call thanks ($5k+) Handwritten note on TQ / TQ card addition Acknowledgment Strategy Example
- 40. Acquire On-board Engage Retain Re-engage Farewell Proactive Donor Care Reactive Donor Care
- 41. ? 1 3 2 4Proactive Donor Care Strategy Audience / Audience Needs Objectives Interaction Opportunity Timing Interaction with other programs
- 42. BUILDING YOUR DONOR CARE PROGRAM
- 43. • Overcome buyers remorse • Reinforce key donor values (your values match) • Reinforce key donor motivations • Builds donor’s relationship with beneficiaries • Builds donor’s relationship with signatory / the team • Builds community – donors relationship with the community • Offers interaction • Offers opportunity to express preferences • Educate** Objectives
- 44. Objectives
- 45. Continuous Donor Choice: an objective? New Donor Welcomed and given choice(s) Informed future choice will always be given Practical, manageable, sustainable Existing Donors All communications offer the opportunity to change / manage preferences Opt out approach – specific communication / channel Inactive Past Donors RFV Cut Off – assess cost vs. return Test a goodbye opt in Inspired by preparations for project 13 of the Commission on the Donor Experience, ‘Giving donors choices and managing preferences’.
- 46. • Make or break moments – Pre/post first debit – Tax receipt time – Reactivated • Care to drive response – Pre-calls / Pre-postcards • Thanking post action • Feeding back • Reinforce / Repeat • Multiple channels early, repeat Timing
- 47. Actual Timing 1st 2nd 3rd 8th 14th 15th Timing Day of sign up ASAP 72 hours from sign up ASAP Day 7 Day 14 (pre 1st debit) Day 15 (post 1st debit) What Leave Behind Thank you SMS Thank you Email Welcome Call Field Report Email (video) Beneficiary impact email with email message opportunity Your donation in action postcard Objective Overcome buyers remorse Overcome buyers remorse, Build beneficiary connection Overcome buyers remorse, Build beneficiary connection Overcome buyers remorse, Offer interaction, provide choice (as relevant to individual situation) Build beneficiary connection, Broaden introduction to team Build Beneficiary connection, offer interaction, Educate Build beneficiary connection, broaden introduction to team Demonstrate ROI Opportunity for us Reinforce proposition Provide contact details - introduce team Reinforce beneficiary need. Use SMS channel early Continue passion experienced at sign up, Reinforce RG product name, highlight key beneficiary group. Use email channel early Retain Objection handle Downgrade Change pay type Pay Holiday Cancel Use phone channel early Introduce main signatory. Show passion and commitment on charity side. Reinforce use of email channel Reinforce impact on beneficiary Show example of money well spent - set scene for what donors can expect in terms of feedback How should Donor feel? Excited, Enthusiastic, ValuedChuffed Valued Thanked Confident in decision made Inspired Responsible for impact Prominent Value(s) expressed Passionate Considerate Passionate & Experienced Trustworthy Impactful Respectful Impactful Focus Donor Impact on beneficiaries Donor Impact on beneficiaries - RG product reinforcement Donor Impact on beneficiaries, thank you from a team member Donor Impact on beneficiaries - RG product reinforcement Connect donor and solution - money in action Connect donor & beneficiary - thank you from main signatory Connect donor and solution - money in action Case Study / Story Beneficiary 1 Beneficiary 2 Beneficiary 3 Beneficiary 1 - further in their journey Beneficiary 1 - further in their journey
- 48. IDEAS
- 49. Just to say, THANK YOU for joining the fight to protect our beautiful planet. It’s great to have you on board – we’ll be in touch soon! The WWF-Australia team Make or break moment: over come buyers remorse
- 51. Build Community
- 53. Build relationship with team Build relationship with beneficiaries
- 55. Interaction Opportunities • Bounce back • Petition • Poll • Survey • Donor events – F2F Meeting with project officer – Briefing on next campaign – Luncheon • Webinars • Certificates • Gifts • Social Shares • Benefactor call • Board member call
- 58. 58 A Great Thank You Letter
- 60. © 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 how a combined effort can achieve a substantial dollar value.” •Feedback from CCI Donor care mailing
- 62. Other Feedback Ideas • SMS to short video link • Linked email and postcard • Newsletters • E-News
- 64. Find out what they need LISTEN Consider the choices you can offer RESPOND Build Proactive & Reactive Care programs aiming to influence satisfaction & commitment
- 65. Critical Reactive Donor Care Strategy Elements People & Culture (& Capacity) Feedback routes Warm & Donor focused response scripts & emails Acknowledgment Strategy Up-to-Date FAQs & Education Program Communications briefings Have a Vision – make Donor Care important
- 66. 1 3 2 4Proactive Donor Care Strategy Audience / Audience Needs Objectives Interaction Opportunity Timing Interaction with other programs
- 67. Thank you With thanks to Andrew Martin, Trudi Mitchell, Lisa Allan, Nicola Norris and our wonderful clients who shared content for this presentation Fiona.mcphee@paretofundraising.com