donor voice donor experiences deck

The Donor Experience & Relationship Company

Where Should You Spend This?

• Average company has 60-70% chance of selling to existing customers

• 20-40% probability of selling to lapsed customers

• Only 5-20% chance of selling to a prospect.


What is Relationship Status

with Your Donors?

What We Do & How - Overview


Identify Donor Experiences that

Matter

Map How Deliver Those

Currently

Workshops & Plan for

Change

Continuous Donor

Feedback & Tracking

•Commitment Model Benchmark Survey•Brand, Fundraising and Donor Service Experiences•Key Drivers•Pain Points•Link to Bottom Line•ROI Forecasting

•Map All touchpoints•Store meta-data•Lifestage by channel•Month by channel•Segment Specific•Eliminate redundancies•Fix pain points•Optimize delivery of key experiences

•Cross-matrix•By functional area•Plan for change•Business case•Operational requirements

•Tied to each event•Remediate bad experiences•Relationship Building•Automated follow up responsive to feedback

What We Do & How - Details


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Donor Services •Sending electronic receipts for donations.•Accurately fulfilling your request to update your contact information or donation preferences.•Providing helpful telephone service and support.•Providing helpful email service and support.•Providing helpful service and support in written correspondence.•Merchandise

Thanking Donors•Sending acknowledgement letters for donations in a timely manner.•Calling donors to personally thank them for their donation

Brand•Innovative•Compassionate•Effective

Fundraising•Events•Advocacy alerts•Breaking news•Special offers

Program•Information and referral (e.g. 24 hour helpline)•Care Consultation•Support Groups•Safety Services•Education

Key Messages•Finding a cure•Helping you cope with the disease•Helping you stay active with the disease•Helping you plan ahead •Helping your family cope•Securing federal research dollars

Illustration of Donor Experiences


5

Commitment to

Organization

Functional Connection

Personal Connection

Donor Commitment Model

Donor Behavior

Donor Experiences•Marketing/Brand•Donor Service•Fundraising•Operations

Donor Commitment Score (DCS)1. I am a committed (org name) donor2. I feel a sense of loyalty to (org name) 3. (org name) is my favorite charitable organization

Commitment Model bridges gap between brand, customer service & fundraising.

•captures emotional elements of brand•service level dimensions of customer service with•ROI of fundraising.


CommitmentCompeting Model DLI Index Satisfaction Favorability Recommend

High $344.39 $312.65 $320.18 $306.51 $295.04

Low $148.91 $162.08 $172.67 $178.96 $199.27

% increase 131% 93% 85% 71% 48%

Highest HIGH

& lowest LOW

Biggest %

Increase6

$200,000 more for every 1,000 donors

Proof


1. Timely Acknowledgements

2. Breaking News

3. Knowledgeable Donor Service Staff

4. Information & Referral Helpline

1. Helping you plan ahead

2. Care Consultation

3. Finding a Cure

4. Innovative

7

Functional Connection

Personal Connection

Identify Key Experiences


How well do we deliver those experiences and how can we improve?


Matter


Currently


Change

Donor Feedback

& Tracking


• Add donor perspective to your campaign calendars– Flag pain points, key experiences, redundancies

• Consolidate it in one place (online, DM, social)

• Multiple donor views with a click – segment, lifestage, channel

9

TouchPoint Mapping


TouchPoint Mapping• Store Meta-Data


Brief Sidebar: Other Commitment Applications


Commitment Scores

Segment, Track & Benchmark


3.2

4.2

5.2

6.2

7.2

8.2

9.2

2.2 3.2 4.2 5.2 6.2 7.2 8.2 9.2

High Commitment

Potentials

Vulnerables

Transactional

45 yrs old, $651 last 3 yrs, 35% giving to religious cause, 24% had experience since last gift EXCEED expectations

50 yrs old, $487 last 3 yrs, 21% giving to religious cause, 27% had experience since last gift EXCEED expectations

50 yrs old, $488 last 3 yrs, 20% giving to religious cause, 0% EXCEED, 14% FALL SHORT

53 yrs old, $216 last 3 yrs, 24% giving to religious cause, 0% EXCEED, 20% FALL SHORT

Biggest difference? Overall Experience since last gift

Salvation Army Donors

13

Donor Level Segmentation & Mapping


14

Persona Creation

Meet Sue

Meet Bob


15


Matter


Currently

Workshops & Plan for Change

Donor Feedback & Tracking


16

• Workshops to review donor insights, mapping & segmentation/personas

• Shared understanding of donor

• Identify all changes or improvements • Remove touchpoint redundancies• Eliminate pain points• Optimize key experiences

• Prioritize changes based on cost, barriers and impact

• Forecasting

Operational Change Plan


17


Matter


Currently


Change

Continuous Donor

Feedback & Tracking

The Donor Experience & Relationship Company• Triggered by Event/Touch

– Donation

– Donor service inbound call

– Advocacy act

– social media engagement

• Collect Feedback– Remediate bad experiences

– Build relationships

– Automated biz rules

– Engage

– Identify and fix systemic “failures”

• Variety of Tools– Feedback widget

– IVR

– Agent administered survey 18

Continuous Donor Feedback


Feedback Widget


Feedback Form


Thank You for Your Interest and Time Today

Contact us here for more information or with questions:

[email protected](202) 246-9649

Or visit us online, www.thedonorvoice.com

Or on Twitter, @kschulmanDV

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mailto:[email protected]

http://www.thedonorvoice.com/

donor voice donor experiences deck

Business

helpful service

relationship statuswith

customer service fundraising

programmerchandise information

information referral

educationcalling donors

org name3

committed org