The systems and strategies behind donor motivation. Talk given at Blackbaud networking event.

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BLACKBAUD INFORMAL
NETWORKING EVENT
The systems and strategies behind donor
journeys
Tuesday 27 November 2012

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AZADI SHERIDAN
Welcome
Product Manager, Blackbaud

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PROGRAMME FOR THE EVENING
18.30 Programme begins
Insights from Michelle de Souza
Insights from Dawn Varley
19.20 Q&A and discussion
19.50 More networking
20.30 Event finish

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DONOR PERSPECTIVES: HOW MANY SEPARATE
CHARITIES HAVE YOU MADE DONATIONS TO?
• 88% of respondents made one-off donations in past 12 months
• 61% made regular donations to one or more charities in past 12
months
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
0 1 2 3 4 5+
One-Off
Donations
Regular
Donations
# of Charities Supported

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WHAT DROVE DECISION TO MAKE ONE-OFF DONATION?
• 34% of respondents were most likely to make their last one-off
donation through sponsoring a friend or colleague in an event
• 28% were solicited in-person (on the street, shopping center,
supermarket)
Sponsoring friends in events 34.0%
In-person solicitation (street, supermarket) 28.0%
Personal circumstance - affected by an illness or
issue 19.0%
Believe in cause 15.0%
Personal participation in an event 9.0%
TV ad/program 9.0%
Receiving a direct mail piece 7.0%
From following a charity on social media 6.0%
Receiving an email newsletter 5.0%
Seeing a celebrity endorsement 4.0%

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• UK respondents were most likely to report that nothing would compel them to
become a regular donor to organizations they currently make one-off donations to.
WHAT WOULD COMPEL YOU TO BECOME A REGULAR DONOR?
0% 5% 10% 15% 20% 25% 30% 35%
Incentives (Invitations to events/galas, drawings)
Personal affiliation with organization
Other
Personal experience or affliction
Already a regular donor
Prefer one-off donations/supporting many charities
Don't know
Passion about organization's mission
Proving impact/info on use of funds
Nothing
Improvement in finances
Drivers to Become a Regular Donor

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Supporter
motivation
THE START OF THE JOURNEY
Charity
product

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“People
don’t know
what they
want until
you show it
to them”

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Supporter
Motivation
THE RELATIONSHIP WITH A LARGER ORG
Charit
y
Warm
Cash
Appea
l
E
Cam-
paigns
Cam-
paigns
Work-
place
Event
sComm
unity
Merch
andise
Regul
ar
Giving
Major
Giving
Volun-
teerin
g
Silo Ask
Silo Ask
Silo Ask

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VS
Legato
r
Major
Donor
High Value
Member/ Recurring
Donor
Social Media engaged
Member of Public
Influencer – social media,
political, other
Volunteer
Asker
Year Reunion Organiser
Advisory Committees
Event fundraiser
Different kind of patrons
Article writing

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Supporter
motivation
THE VIRTOUS RELATIONSHIP
Charit
y
Warm
Cash
Appea
l
Social
Media
Cam-
paigns
Work-
place
Event
sComm
unity
Merch
andise
Regul
ar
Giving
Major
Giving
Volun-
teerin
g
Next year
Now
Also next year

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MOTIVATION FACTORS “People
don’t know
what they
want until
you show it
to them”

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GREAT SUPPORTER JOURNEY?
Translate the chaos
of many motivations
into their best long
term relationship

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• State of the NFP Industry:
• http://www.blackbaud.co.uk/files/bb
e/SONI/SONI2012_report.pdf
• Blackbaud Industry Research:
• https://www.blackbaud.com/nonprof
it-resources/industry-research.aspx
• Supporter Journey book and more:
• https://www.blackbaud.com/desktop
reference
• Insights from Michelle de Souza
• Insights from Dawn Varley
LEARN MORE

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MICHELLE DE SOUZA
Head of Customer Relationship
Marketing and Group Database, AgeUK

16. Point 1
Mythical
Imaginary
Fairy tale
Legendary
What do you think they want?
What will you actually send them?
The customer experience fairies

17. Point 2
Is everyone in agreement with what constitutes the ideal Supporter /Customer
Journey ?

18. Point 3
The Age UK way !

19. Point 4
Benefits versus the down-side of embracing this methodology

20. Discuss

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DAWN VARLEY
Director of Marketing and Fundraising,
League Against Cruel Sports

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Dawn Varley - Director of Marketing & Fundraising
Halifax Building Society – Customer Services
The Vegetarian Society – Admin/Senior Admin/Membership Officer
WaterAid – Database Manager
Ethical Consumer – Office Manager
Christian Aid – Data Development Officer
Oxfam – Charity Shop Manager (!)
Purple Vision - Consultant

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Why does my journey matter in terms of a ‘supporter journey’?
It’s made me the relationship fundraising, data-based geek that I am
(All essential components for someone embarking on a supporter journey
programme)
And you can be one too!
Here’s how…

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To build a supporter journey you need…knowledge.
This means you know
• Who you are & what you want to do, eg WaterAid – safe water and
sanitation to the developing world
• Your audiences – who is likely to be interested in your cause
• Your supporters – how do audiences translate into supporters?
• Your products – what do you have to offer to supporters
• Your systems – what you have to make all this come together
• Your people – supporter journeys don’t build themselves, and are
never sustainably built in silos.

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With that knowledge you build your Supporter Journey…
…and the key thing to bear in mind is you are wanting to grow Joe Public
from a casual browser of your wares to a fully fledged VIP Club member.
So how do I do that a my new job?
How do I put my own theory into practice?

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Current Situation
• 88 years campaigning on one main issue – hunting
• Perception that our work is done – Hunting Act 2004
• Heavily reliant on legacy income
• Ageing database (see above!)
• Primary aim is to campaign – action before money
Need to translate this into:
• Varied message to sell to the public – cruel SPORTS not sport!
• Easily packaged campaigns – RG products for sustainable income
streams
• Robust case for support – don’t just campaign, GIVE.
• Relationship fundraising – show impact, give thanks

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In short I need to…
…turn heartland campaigners into heartland supporters. A well
thought out and executed supporter journey can help you do that.
And as a bonus, analysing the supporter journey can help you refine it
going forward, and provide valuable insight into who your supporters are,
what they want – and how you can find more.
BUT none of this is possible without data, fundraising and
communication products, supporting systems and engaged staff. All
working to a wider fundraising strategy.
Thank You dawnvarley@league.org.uk @nfpdawnv

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Q&A

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NEXT STEPS
• Complete the feedback survey that will be emailed
to you post event to receive a copy of these slides.
• Keep discussing and networking
• We invite you to get in touch if you need help
perfecting your donor journeys.
Phone: 0207 921 9600
Email: solutions@blackbaud.co.uk
Website: www.blackbaud.co.uk