Martin Jervis, Fundraising Initiatives

1. Face-to-Face acquisition in a digital age:
making the most of technology in
engagement
Martin Jervis mljervis@gmail.com

2. Peak of Inflated
Expectations
Technology
Trigger
Slope of
Enlightenment
Trough of
Disillusionment
Plateau of
Productivity

3. Face-to-Face acquisition in a digital age:
making the most of technology in
engagement
Digital: SFW
Interest
Technology
Acquisition
Engagement
Content
Technology
Acquisition
Engagement

4. • Face-to-Face acquisition in a digital age:
making the most of technology in
engagement
• PDAs
• iPads1
• Interweb
1 Tablet of any shape or form
Digital: SFW

5. iPad – just another PDA?
Capturing Value
Mobile technology automates the collection of data, eliminates
time delay and transcription errors, and delivers improvements in
quality, retention and speed of payment. It can significantly
reduce costs (e.g. Fundraisers printed forms, printed welcome
packs), and allows us to start any campaign much more quickly.
Its also environmentally friendly.
Some degree of productivity improvement
Some degree of fulfilment rate improvement
Faster payment and thank you
o Instant Payment
Instant e-mail/SMS confirmation
Much better data capture
o Data Validation
o Data Verification

• by MOF
• attrition data

6. How
o Browser
o Bespoke Software
o “App”
Looks more professional
o lends credibility at the door/event
o Use of video helps - gives the donor/client piece of mind
o Data Security - donor’s personal information, fully encrypted
Less paperwork and administration, and environmentally
friendly
Better complaint handling
GPS tracking of iPads/FRs
Good recruitment tool
Faster Set up and Commencement of new Campaigns
Fraud Reduction
iPads are a more interactive experience...
LTV....
The Science of Conversation?

7. 12/4/201212/4/2012 F2F – The digital revolution
UNICEF
2011-2012 test campaign
2012 In-house F2F iPad test
Overall impressions:
The technology worked at least as well as paper
Rapid response to technical issues is vital in early stages
Positive feedback from both fundraisers and public
Will remain method of choice for US roll-out

8. How
o Browser
o Bespoke Software
o “App”
Looks more professional
o lends credibility at the door/event
o Use of video helps - gives the donor/client piece of mind
o Data Security - donor’s personal information, fully encrypted
Less paperwork and administration, and environmentally
friendly
Better complaint handling
GPS tracking of iPads/FRs
Good recruitment tool
Faster Set up and Commencement of new Campaigns
Fraud Reduction
iPads are a more interactive experience...
LTV....
The Science of Conversation?

9. 12/4/201212/4/2012 F2F – The digital revolution

10. 12/4/201212/4/2012 F2F – The digital revolution

11. 12/4/201212/4/2012 F2F – The digital revolution
Fundraiser Leaderboard

12. The Science of Conversation?

13. 12/4/2012 F2F – The digital revolution
NB. The real unfulfilment rate for paper is higher than 24.86% because
paper signups take 3-4 working days to be entered into database.
Cancels received before the data is entered are excluded (est. 2-3%).

14. 12/4/201212/4/2012 F2F – The digital revolution
UK
• Battersea Dogs and Cats Home
• National Deaf Children’s Society
• 13 Campaigns via 6 others
USA + Canada
• Children International
• UNHCR
• 4 others

15. We have seen a dramatic increase in email capture. The increase
was very natural so much so we made it mandatory.
May June July August September October
Email Capture %

16. iPad Key Benefits
“We have recruited 2,843 new and regular givers using iPads (on
the door and private sites) accounting for 23.46% of our overall
recruitment figure.”
“Average gift is £8.60 and we’ve seen a marked decrease in
attrition with a 21% reduction in no show rates and a 14%
reduction in month 1 & 2 attrition combined.”
Liz Tait,
Director of
Fundraising,
Battersea
Dogs & Cats
Home
Testing big ticket wins

17. The Science of Conversation
iPad sign up to first active donation is an average
of 29% Faster!
Test!

18. Testing for WWF in Russia
•Private site activity in shopping
malls
•Android tablets
•Live sign-up to mirror landing
page on WWF website
•Credit card monthly donations
12/4/201212/4/2012 F2F – The digital revolution

19. Meeting the Highest Regulatory Standards
Fundraising Initiatives is compliant with regulatory standards in each of
the countries in which it operates. Fundraising Initiatives was a leader
in establishing the Public Fundraising Regulatory Association (PFRA) -
a regulatory body in the United Kingdom dedicated to high standards
Legal
Open
Honest
Respectful
We believe that the incremental investment Fundraising
Initiatives makes in this area is money very well spent in
helping protect the integrity of the brand of our Charity
Partners, their relationship with their donors and the
professional image of F2F as a whole. Our Charity
Partners happily agree to make that investment
with us.
of quality, transparency and integrity. The PFRA regulates the use
of Face-to-Face fundraising by charities and professional
fundraising organisations and works with the relevant authorities to
ensure that fundraising sites are used appropriately.

20. The Science of Conversation
Cash
There are long-term savings to be made. Such as origination and print of
triple carbon mandate forms
£1 per mandate
Originate, print and laminate 'presenters‘ fundraisers carry, and A4 folders.
£500-£1,000 pm
Staff
£1,500 pm
Quality
Invalid bank details “eliminated” plus faster handling of complaints issues.
Security
Transport and storage of mandates. Remote lock and wipe
Control
eg if not enough Skype IDs captured: remotely make it a compulsory field.
Motivation
Fundraisers and managers see stats in real-time: average age, average
gift, how much they have generated for charity between all their donors etc
http://changefundraising.blogspot.ie/2012/05/why-were-switching-to-ipads.html
Invest or Bank?

21. Me
‘I don’t know any other business
area that gives its potential
customers such a consistently
unpleasant experience
yet still expects
to prosper.’
Putting the Magic in Conversations

22. ‘To make matters worse, it
refers only to our friends,
people who have given at
least two donations to a
favoured charity.’
Professor Adrian Sargeant
‘Not many businesses would survive if
they lost a third of new customers in their
first year, yet this statistic is
commonplace in our sector.

23. Fundraising isn’t about money...
It’s about work that urgently needs doing.
It’s about one person talking to another
about something they both care deeply
about.
It’s about inspiring people to believe they
can make a difference, then helping them to
make it.

24. Me
Break down the silos!
Putting the Magic in Conversations
We are failing to raise billions of pounds of net income, because of the way we
look at costs of fundraising, and the way we treat donors and supporters.

25. Custom Build the F2F Journey
• Channel
• Medium
• Age
The Story
• Act I
• Act II
• ActII
• .......
Give us your money only if we can show
you what a difference it makes and how
great you’ll feel when you give it.
Test!
Step
Change
iPad
and (data)
Refine
Test
Analyse
Think!
Putting the Magic in Conversations

26. 12/4/201212/4/2012 F2F – The digital revolution
Results so far...
•1 month attrition reduced from 13% to 9%
•6 month attrition reduced from 32% to 22%
•9 month attrition reduced from 40% to 27%
12/4/201212/4/2012 F2F – The digital revolution
Golden rule # 1:
Capture the right data (mobile numbers and e-mail addresses)
Golden rule # 2:
Don’t be afraid to keep in touch!
Putting the Magic in Conversations ?

27. 12/4/2012
12/4/201212/4/2012 F2F – The digital revolution
12/4/201212/4/2012 F2F – The digital revolution

28. Having more ConversationsHaving better Conversations

29. Putting the Magic in more Conversations

30. The F2F Journey
The Art of Conversation
The Science of Conversation
Markets Needs
• Data  Testing  Data  Testing  Retention
• Segment
• Donor Stewardship
• Stories
• Compliance
• Ownership
Technology
• Acquisition
• Engagement
• Supply Chain

31. Peak of Inflated
Expectations
Technology
Trigger
Slope of
Enlightenment
Trough of
Disillusionment
Plateau of
Productivity
Test!

32. The F2F Journey
The Art of Conversation
The Science of Conversation
Markets Needs
• Data  Testing  Data  Testing  Retention
• Segment
• Donor Stewardship
• Stories
• Compliance
• Ownership
Technology
• Acquisition
• Engagement
• Supply Chain
The Magic of Conversation ! Martin Jervis @mjervis mljervis@gmail.com