Creating Loyalty Through

Experience

#thebridgeconf www.customerexperience101.blogspot.com

Twitter: bridgetlbrandt

Bridget L. Brandt

Twitter:

#thebridgec

onf

About me

https://about.me/bridgetlbrandt

Twitter:

#thebridgec

onf

Sage, 30 years of experience

Over 32,000 Unique Not-For-Profit Customers in North America

6.1 Million Customers Worldwide

3rd largest ERP solution provider to businesses worldwide

The Sage Group, plc. (London: SGE.L)

thebridgeconf

Twitter:

#thebridgec

onf

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.)

thebridgeconf

Twitter:

#thebridgec

onf

Identify

Evaluate

Enhance

Real World Examples

thebridgeconf

Twitter:

#thebridgec

onf

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.

Our Program

thebridgeconf

Identify

Evaluate

Enhance

Real World Examples

Twitter:

#thebridgec

onf

So…what is your experience like today?

Do you really know what

it is like to work with your

organization?

You should.

thebridgeconf

Identify

Evaluate

Enhance

Real World Examples

Twitter:

#thebridgec

onf

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

Identify

Evaluate

Enhance

Real World Examples

thebridgeconf

Twitter:

#thebridgec

onf

thebridgeconf

Identify

Evaluate

Enhance

Real World Examples

Twitter:

#thebridgec

onf

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.

thebridgeconf

Identify

Evaluate

Enhance

Real World Examples

Twitter:

#thebridgec

onf

Enhancing Experience in the Real World

thebridgeconf

Identify

Evaluate

Enhance

Real World Examples

Twitter:

#thebridgec

onf

Employees: 92% of loyal employees will go above and

beyond the call of duty**

**Walker Information Group, http://www.walkerinformation.com/pics/wlr/Employee_ExecSumm_07.pdf

Attitudes

1.Development opportunity

2.Employee focus

3.Job quality

4.Brand

5.Reputation

Experiences

1.Fairness at work

2.Care and concern

3.Trust in employees

4.Feelings of accomplishment

5.Satisfaction day-to-day

Top Five Drivers of Loyalty

Enhancing Experience in the Real World

thebridgeconf

Identify

Evaluate

Enhance

Real World Examples

Twitter:

#thebridgec

onf

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

Enhancing Experience in the Real World

thebridgeconf

Identify

Evaluate

Enhance

Real World Examples

Twitter:

#thebridgec

onf

Enhancing Experience in the Real World

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

thebridgeconf

Identify

Evaluate

Enhance

Real World Examples

Twitter:

#thebridgec

onf

Facebook Reveal Page Facebook Donation Widget

Identify

Evaluate

Enhance

Real World Examples

Enhancing Experience in the Real World

thebridgeconf

Others doing this well:

http://www.facebook.com/Tortuga.Day.Spa.and.Salon

Twitter:

#thebridgec

onf

Enhancing Experience in the Real World Identify

Evaluate

Enhance

Real World Examples

thebridgeconf

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/

Twitter:

#thebridgec

onf

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

Enhancing Experience in the Real World

thebridgeconf

Identify

Evaluate

Enhance

Real World Examples

Twitter:

#thebridgec

onf

charitywater.org

Does it deliver?

1. Impact

2. Success

3. Details on org

4. Accountability

Best Practices—Progress Bar, Interesting Donation Page

Twitter:

#thebridgec

onf

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

Enhancing Experience in the Real World

thebridgeconf

Identify

Evaluate

Enhance

Real World Examples

Twitter:

#thebridgec

onf

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

thebridgeconf

Twitter:

#thebridgec

onf

Added Value: Survey Tips

• 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.

thebridgeconf

Identify

Evaluate

Enhance

Real World Examples