By taking a unified approach to both online and offline donor data, nonprofits can gain valuable insights into donor behaviors and improve their experiences. Integrating various sources of online and offline data provides a complete view of each donor and allows nonprofits to personalize interactions. Developing journey maps that outline the donor experience can help nonprofits identify gaps and prioritize improving touchpoints across channels.
Donation and Payment Processing Case Study — American Heart Association and C...
Unifying Online and Offline Donor Data for a Consistent Experience
1. UNIFYING ONLINE &
OFFLINE DONOR DATA
FOR A CONSISTENT
EXPERIENCE
By taking a unified approach to data and
communications, nonprofit fundraisers and
marketers can better shape donor
interactions with their organization to create
outstanding donor experiences. Michael Wilson
@mww1954
Jamey Heinze
@JameyHeinze
2. Page
@mww1954 @jameyheinze @CDSGlobalNP 2
Bios
Michael Wilson
As CEO of the Center for Digital
Business Transformation, Michael is
dedicated to understanding and
applying all things digital. His
experience includes over 10 years as
CIO and Chief Customer Officer at
the American Heart Association.
Michael is author of the books The
Digital Nonprofit: A Manifesto and
The Digital Executive: Are You
Obsessed With Your Customers?
Jamey Heinze
The chief marketing officer at CDS
Global, Jamey Heinze is responsible for
leading the company’s marketing
efforts in the nonprofit sector as well as
other industries. Heinze has more than
20 years of experience in technology
sales and marketing and has held
marketing, product management and
sales positions at companies such as
Xerox, Level 3 Communications,
Broadwing Communications and
OpenText/Vignette.
4. Page
The Constituent Ecosystem
Data
Insight
Action
Interaction data, account data,
external sources, information files –
Discover and predict behavior
patterns.
@mww1954 @jameyheinze @CDSGlobalNP 4
Deep insight helps nonprofits
understand donor engagement,
attrition, retention.
Structure everything around
actionable outcomes of data and the
insights, that help create unified
constituent experiences.
6. Page
The “Right” Data
@mww1954 @jameyheinze @CDSGlobalNP 6
All Constituent
Data
Prioritize based on:
Will it give actionable insight
& improve the experience?
Does it cater to the donor’s
expectations?
Know + Remember
= Great Experience
It’s the simple things…
7. Page
The “Right” Data
Don’t Rule Out
Offline Data
Audit your existing offline
data.
Integrate and compare
with online donor data for
greatest insight.
@mww1954 @jameyheinze @CDSGlobalNP 7
All Constituent
Data
8. Page
Example: Offline Data Audit
Source Insight Cost to Integrate (5
years)
Projected Value of
Insight (5 years)
@mww1954 @jameyheinze @CDSGlobalNP 8
Requests for
additional information
(via mailed donor
acknowledgements)
Specific areas of
donor interest
$1000 -Additional volunteers
-New donors
(evangelism)
-$2000-$3000
Inbound call center
information
Donor opinion of
organization, donor
pain points
$2000 -feedback for
improving org.
-better opinions of
org.
-higher renewal
likelihood
-$5000
Mailed donations Demographic and
financial information
$2000 -accurate address
information
-payment information
-$2500
9. PAGE
9
Offline Data: Sources and Value
Advances in offline data capture technology:
convenient and cost effective.
Important to evaluate return on
offline data capture.
10. Page
Unify & Integrate
Some Rules for Data Integration…
Pick two or more systems for better insight.
Decide what insights you need. Integrate the
core data needed for those insights.
Start simple and think action-oriented.
Regularly evaluate effectiveness of integrated
data.
Implement a master data plan early on, and
enforce data integrity.
@mww1954 @jameyheinze @CDSGlobalNP 10
11. PAGE
11
Unify & Integrate
Raiser’s
Edge
Online
Data
Television
Direct
Mail Data
Donor
Services
(Inbound)
Offline
Donations
Complete
Donor
Picture
12. PAGE
12
Unify & Integrate
Raiser’s
Edge
Online
Data
Television
Direct
Mail Data
Donor
Services
(Inbound)
Offline
Donations
Complete
Donor
Picture
14. • Communication channels they may prefer.
• Their level of engagement.
• Their existing relationships with other organizations and companies.
• Summaries of how recently and frequently the constituent donates
• What kind of experience they are having, and how satisfied they are
• What they are interested in: what type of content should be sent to
Page
Understanding Your Donors
Examples of Useful Insights:
• The value and potential of the constituent.
• The next step in building the relationship based on other, similar
constituents.
or engages with your organization.
with your organization.
them? How should you render the content to appeal to their
preferences (i.e. static content, graphics or video)?
• Who is in their network and who influences them?
• What kind of referrals do they make?
• Real time data from smart devices
@mww1954 @jameyheinze @CDSGlobalNP 14
Insight
Deep understanding of donor
behavior, and how donor
relationship will progress.
Action
Capitalize on opportunities,
improve experience for the donor.
15. Page
Organizing Around Insights
KPIs / Scorecards
@mww1954 @jameyheinze @CDSGlobalNP 15
Dashboards
Reflect strategic value drivers and
organizational goals.
Example: “Renew 50% of existing donors”
Built to intuitively lay out KPIs.
Tips for Dashboards:
- Dashboard around acquisition, renewal,
upgrades, and cross-promotions.
- Pay attention to lag and lead indicators.
Insights Action
Insight must be “in sight” of personnel in
day to day operational roles, to drive action
based on overall strategy and objectives.
16. PAGE
16
Enhance Data for Greater Insight
• Enhancing existing data can
reveal new opportunities and
donor trends.
18. Page
Unifying the Experience
Develop a Journey Map
Start with one segment/persona, and work through
their journey with your organization.
Examine the Data
Look at all your data, both structured and
unstructured. Locate insight gaps in the donor
journey, and start collecting that data.
Involve Front-Line Staff
Involve staff closest to your donors (e.g. volunteers,
call center) to develop and improve the journey map.
Improve the Journey
Focus efforts on improving the journey. Remedy
roadblocks to delivering great service.
@mww1954 @jameyheinze @CDSGlobalNP 18
20. Page
Identifying Gaps
Process-oriented approach built around KPIs,
goals for continuous improvement, & overall
strategy.
@mww1954 @jameyheinze @CDSGlobalNP 20
Audit Data /
Journey Map
Prioritize
Measure
Progress
21. Page
Constituent Value Framework
@mww1954 @jameyheinze @CDSGlobalNP 21
High
High
Low
Low
Potential
Value
Actual Value
Cultivate and
Upgrade
Commit and Invest
Acquire and Renew
(Mine and Watch)
Maintain the
Relationship
22. Page
Omni-Channel Approach
The Connected Constituent is…
@mww1954 @jameyheinze @CDSGlobalNP 22
Highly informed.
Demanding, values convenience.
Empowered to look at other causes.
Increasingly social and
collaborative in their approach.
Part of a diverse group that may not
fit traditional market segments.
Interactive when connecting with
your organization.
Highly mobile.
23. Page
Omni-Channel Approach
Donors experience a brand, not a
@mww1954 @jameyheinze @CDSGlobalNP 23
channel within a brand.
Constituent can
move from one
channel to another
and thread remains
connected.
Channels support one another,
and spur evangelism.
Address the many
ways donors have
of interacting with
your organization.
Start by integrating digital
channels.
Eliminate barriers to donating!
24. PAGE
24
Omni-Channel Client Example
• Magazine Subscription
Fulfillment
• Customer Management
• Gift Processing
• Donor
Acknowledgements
• Customer Service
• Mailing Services
25. Acknowledgements
Notifications
Renewals
Subscription
Payments
PAGE
25
Omni-Channel Client Example
Donations
Orders Care
Web
Remittance
Processing
(Paper,
Electronic, Data
Capture)
Acknowledgements
Digital
3D
Print
Member/Subscriber/Donor receives consistent brand
experience regardless of communication channel
Donations
Direct
Mail
Renewals
Solicitations
Orders
Email
Care
Solicitations
OMS Database
Customer
Service
(Phone, Online,
IVR)
Orders
Cross-sells
Donations
Account
Changes
26. Page
@mww1954 @jameyheinze @CDSGlobalNP 26
Recap
Data
Insight
Action
1) Build an ecosystem on data, insight, and action
2) Prioritize the data you decide to collect
3) Don’t rule out offline data
4) Unify and integrate your data for greatest
insight
5) Determine which insights will provide a deep
understanding of donors
6) Use KPIs and Dashboards to organize data and
readily view insights
7) Enhance existing data for even more in-depth
insights
8) Develop and analyze a journey map to ensure
you’re delivering a consistent experience, and
identify any experience gaps
9) Organize donor segments using a constituent
value framework
10) Employ an omni-channel approach to deliver a
consistent digital and offline experience
28. Contact Information
Michael Wilson
Center for Digital Business Transformation
www.digitalbusinessblog.wordpress.com
Phone: 214-923-2140
Email: michael.w.wilson@outlook.com
Twitter: @mww1954
Jamey Heinze
CDS Global
www.cds-global.com/nonprofits
Phone: 512-730-2609
Email: jheinze@cds-global.com
Twitter: @jameyheinze
Bios/Credibility/Experience
Michael Wilson
Jamey Heinze
Resist the temptation to focus and organize around silos. While silos can maximize a part of the system, they sub-optimize the whole. We are building a customer (digital) ecosystem.
Anecdote here
Examples
It’s the simple things you should remember– their name, account #, if they donated already, etc.
What we should collect – We probably shouldn’t try to collect everything. We also should be collecting the “right” data. We should consider enhancing the data we collect to make it more valuable. Several suggested priorities are all online transaction detail and insight, most offline transaction detail and insight, social media data and insights and finally, call center transactions and insights.
Legacy information is ignored in the digital age. Why are we ignoring this data?
AHA:
Planned giving wills and estates (10,500+ requests)
Volunteer opportunities (818 requests)
Provide research information
Opportunity to join You’re the Cure Advocacy Network
Soft ask for additional donations
FY 11 – $47,000 / 689 donations / $68.21 gift average
FY 12 – $93,443 / 736 donations / $126.96 gift average
FY 13 – $62,804 / 663 donations / $94.72 gift average
Master data plan: small, personal business level>>segue to large nonprofit master data management
Mike definition
“Obsessing” over the constituent
in-depth interviews, surveys, industry analyst sources
Types of insight to look at
A predictive model
Attitudinal understanding
Product behavior
Already built in to most modern CRMs
Best practices for dashboards, and pro tips on organizing dashboards
Examples of KPIs nonprofits should be tracking
Root cause analyses
Notes for discussion
A definition/quick recap of the kind of action we are talking about would be great here.
Notes for discussion:
Journey Maps—it would be great if we could include an example journey map, or key steps to creating a journey map. Esp. since this is the key to unifying the experience. Should the “journey map” part be in tandem with the “identifying gaps” section?
Probably should define “unstructured” data
Improve the journey—how might one do this? It is circumstantial, I imagine, but could we get some examples? What about starting small versus large scale changes?
Definition…/examples – program side, scannable forms can be integrated
Example: offline data, only have online donor transactions? Eg. Lapsed donors, renewed—can’t design strategy around data I don’t have
If your strategy is to renew donors, and you don’t know if they’ve renewed or not, you’re screwed
How much you will try to integrate? Where to focus time and energy? –start with offline donations first. Can’t develop strategy around renewing/acquiring/etc without that basic data
Lowest hanging fruit first
Mission/program data—second priority (call center)—get that data in, not only donor behavior, but how connected.
Process oriented approach
What youre doing today>what you want to be doing in the future
Built around continuous improvement process
Steps to take:
1) audit data OR journey map (this is where you plot out the journey) –this is where you involve all staff, plot it out, gaps will reveal themselves
2) prioritization process– 20 pieces of data, how to prioritize– discuss “if we’re misisng this piece of information (e.g. what they tweeted)” what will it give us insight on? Insight gaps correlate with data gaps.
3) measure progress against goals/strategy and the KPIs
Notes for discussion:
It would be useful to know how to classify donors or constituents into each of the four buckets—what are some simple ways to identify high value, high potential? What information should you be collecting? How to get started?
Is this the right place for this slide? Should it be before or after the unifying the experience slide? What step would the value framework fall under?
Segment donors: not all are created equal.
Invest in those with high potential
Requires high level of insight
Strategize on how to move donors through framework
Data enhancement assists in this type of segmentation
Process related approach that is missing in many nonprofits– how much $ have they given vs. how much money could they really give? Is there a way to value this
Notes for discussion:
I feel like we need some more actionable, tactical steps here.
How to get started building a strategy to integrate your approach through multiple channels?
Tips on integrating your approach?
Small scale integration of approach?
What are examples of “simple but quickly executable initiatives” you mention in the key ideas section of the blog post?
Nonprofit examples of an omni-channel approach
“Integrated content calendar” from key ideas in blog post– what is this? Can we talk more in detail about this?
Digital first>> integrate your digital channels; should be able to move from one channel to another and see that the thread remains connected
Start in one channel and pick up in another channel
Put a QR code on direct mail slip
Eliminate barriers to donations!
Manage like other magazines
Have a national wildlife magazine as well, not just children’s titles
No digital content fulfillment, but experimented with it
Have subscribers’ names in SERV
Donation processing– when you order a magazine you can give a donation; online or on the phone; adjacent gift collection
Customer service– interaction with customer; online customer service/customer care/IVR, no chat yet
Customer management– names in the order management system
Do a lot of upselling and cross selling with them
Every communication has “add a gift”– email, bill, renewal, etc; make it very simple for the donor
Have a lot of multi donors bc of add a gift – 2.7 orders per donor
After 2 years, upsell to the next oldest title
No DB with us (with Merkle), trying to build one in house
Renewal notices, solicitations, email
Donor acknowledgements– can’t JUST make a donation, but if buy the magazine and want to add, we send acknowledgement and receipt
Paper gift cards though– so people can have
Acks are through the same channel, but can start as paper and end as email if we have email on file—all channel approach
Manage like other magazines
Have a national wildlife magazine as well, not just children’s titles
No digital content fulfillment, but experimented with it
Have subscribers’ names in SERV
Donation processing– when you order a magazine you can give a donation; online or on the phone; adjacent gift collection
Customer service– interaction with customer; online customer service/customer care/IVR, no chat yet
Customer management– names in the order management system
Do a lot of upselling and cross selling with them
Every communication has “add a gift”– email, bill, renewal, etc; make it very simple for the donor
Have a lot of multi donors bc of add a gift – 2.7 orders per donor
After 2 years, upsell to the next oldest title
No DB with us (with Merkle), trying to build one in house
Renewal notices, solicitations, email
Donor acknowledgements– can’t JUST make a donation, but if buy the magazine and want to add, we send acknowledgement and receipt
Paper gift cards though– so people can have
Acks are through the same channel, but can start as paper and end as email if we have email on file—all channel approach
Notes for discussion: should I also encourage questions via our twitter accounts?
Email phone etc.
What contact info would everyone like?