2013 WASHINGTON NONPROFIT CONFERENCE
THE FUTURE
IS NOWSTRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS
2013 WASHINGTON NONP...
2013 WASHINGTON NONPROFIT CONFERENCE
1. We Have an Industry Problem -- A broken growth model
2. There Is A Solution – A ne...
2013 WASHINGTON NONPROFIT CONFERENCE
The Problem:
The Industry Model for Growth is Broken
2013 WASHINGTON NONPROFIT CONFERENCE
The “Old” Growth Model: Acquiring More New
Donors than We Lose
2013 WASHINGTON NONPROFIT CONFERENCE
Abandon the conquest mentality where acquisition is
king...customers can only be acqu...
2013 WASHINGTON NONPROFIT CONFERENCE
Growth Strategy or a Replacement Strategy?
2013 WASHINGTON NONPROFIT CONFERENCE
The Solution:
Strong Relationships Are Created Not Born
2013 WASHINGTON NONPROFIT CONFERENCE
Rethink our Understanding of ‘Cause and Effect’
Non Profit
Experiences
Delivered By Y...
2013 WASHINGTON NONPROFIT CONFERENCE
Acquiring New Donors/Members
You are just like
everyone else.
I expected more.
I’m ju...
2013 WASHINGTON NONPROFIT CONFERENCE
Impacting how the donor feels/thinks about your
organization is THE key to retention....
2013 WASHINGTON NONPROFIT CONFERENCE
Commitment to
Organization
Functional
Connection
Personal
Connection
Behavior
Constit...
2013 WASHINGTON NONPROFIT CONFERENCE
12
Donor
Commitment
Scores
High Commitment 92
Potential 73
Vulnerable 43
Transactiona...
2013 WASHINGTON NONPROFIT CONFERENCE
$199.18
$283.16
$229.12
$133.09
$100
$150
$200
$250
$300
$350
0 10 20 30 40 50 60 70 ...
2013 WASHINGTON NONPROFIT CONFERENCE
Not All Experiences Matter Equally…Or at ALL!
New
“What
”
2013 WASHINGTON NONPROFIT CONFERENCE
15
Appreciation
Customer Service
Contact Strategy
Focus/Brand
Engagement
• Timeliness...
2013 WASHINGTON NONPROFIT CONFERENCE
Appreciation
Focus/Brand
Engagement
Customer Service
Contact Strategy
Taxes
16
Import...
2013 WASHINGTON NONPROFIT CONFERENCE
Importance
Performance
Repair
and/or
Replace
Refine
and/or
Scale
Repair
and/or
Refine...
2013 WASHINGTON NONPROFIT CONFERENCE
Operation Smile
• Envisions a world in which no child suffers or
dies because of a re...
2013 WASHINGTON NONPROFIT CONFERENCE
Growth through Direct Response
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
...
2013 WASHINGTON NONPROFIT CONFERENCE
Donor Retention
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
2003 2004 2005 2006 2...
2013 WASHINGTON NONPROFIT CONFERENCE
2013 WASHINGTON NONPROFIT CONFERENCE
2013 WASHINGTON NONPROFIT CONFERENCE
2013 WASHINGTON NONPROFIT CONFERENCE
Acquisition and Cultivation of Donors
2013 WASHINGTON NONPROFIT CONFERENCE
Using Social Media
Sharing Success
through Photo Albums
& Video
Provide materials
(DV...
2013 WASHINGTON NONPROFIT CONFERENCE
72% of Facebook likes
are High Commitment
Donors
78% of Twitter
followers are High
Co...
2013 WASHINGTON NONPROFIT CONFERENCE
Delivering safe surgery
to remote places
Delivering
immediate, life changing
results
...
2013 WASHINGTON NONPROFIT CONFERENCE
2013 WASHINGTON NONPROFIT CONFERENCE
Immediate Steps - Messaging
2013 WASHINGTON NONPROFIT CONFERENCE
Holiday Catalog E-mail Appeal
(BEFORE) Subject: Holiday shopping tips from Brooke Bur...
2013 WASHINGTON NONPROFIT CONFERENCE
Donor First Commitment
• We are committed to serving you, our
donors, volunteers and ...
2013 WASHINGTON NONPROFIT CONFERENCE
What’s on the Horizon?
• Improving our feedback channels
• Capturing commitment score...
2013 WASHINGTON NONPROFIT CONFERENCE
Key Takeaways
• Feedback from your donor is priceless
• Your Mission is NOT your offe...
2013 WASHINGTON NONPROFIT CONFERENCE
THE FUTURE IS NOWSTRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS
Thank You!
Operation...
2013 WASHINGTON NONPROFIT CONFERENCE
THE FUTURE IS NOWSTRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS
For a copy of this p...
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Measuring and Managing Donor Commitment to Raise More Money

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Presented by Jann Schultz and Josh Whichard. Lots has been said about the need to create, maintain and grow donor relationships. What has been missing is an empirical, proven framework to measure the strength of the donor relationship AND identification of the touch points and actions your organization can take that influence donor attitudes. Learn insights that are a requirement for organizations to plug their leaky bucket in order to re-establish a path of sustainable long-term revenue growth.

Publié dans : Business, Formation
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Measuring and Managing Donor Commitment to Raise More Money

  1. 1. 2013 WASHINGTON NONPROFIT CONFERENCE THE FUTURE IS NOWSTRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE Measuring & Managing Donor Commitment to Raise More Money @jwhichard @jannschultz @operationsmile #DCNP2013
  2. 2. 2013 WASHINGTON NONPROFIT CONFERENCE 1. We Have an Industry Problem -- A broken growth model 2. There Is A Solution – A new way to view the world 3. We Have Proof – Operation Smile 4. We will end on time Four Key Takeaways from this Session Are…
  3. 3. 2013 WASHINGTON NONPROFIT CONFERENCE The Problem: The Industry Model for Growth is Broken
  4. 4. 2013 WASHINGTON NONPROFIT CONFERENCE The “Old” Growth Model: Acquiring More New Donors than We Lose
  5. 5. 2013 WASHINGTON NONPROFIT CONFERENCE Abandon the conquest mentality where acquisition is king...customers can only be acquired, churned and reactivated so many times before they tire of your brand...lapsed reactivation is less expensive but is there a better experience waiting for them...sustainable growth will come from better relationships. Bryan Pearson The Loyalty Leap
  6. 6. 2013 WASHINGTON NONPROFIT CONFERENCE Growth Strategy or a Replacement Strategy?
  7. 7. 2013 WASHINGTON NONPROFIT CONFERENCE The Solution: Strong Relationships Are Created Not Born
  8. 8. 2013 WASHINGTON NONPROFIT CONFERENCE Rethink our Understanding of ‘Cause and Effect’ Non Profit Experiences Delivered By You Cause Constituent Behavior (Giving/Doing)
  9. 9. 2013 WASHINGTON NONPROFIT CONFERENCE Acquiring New Donors/Members You are just like everyone else. I expected more. I’m just like every other person to you. You never asked what I want. Why Relationships Fail Your brand suffers from “sameness” The “experience” didn’t match expectations This information wasn’t relevant to me. You don’t ask what donors think.
  10. 10. 2013 WASHINGTON NONPROFIT CONFERENCE Impacting how the donor feels/thinks about your organization is THE key to retention. Non Profit Experiences Delivered By You How Constituent Feels/Thinks About You Cause Cause Constituent Behavior (Giving/Doing) Start managing the business here
  11. 11. 2013 WASHINGTON NONPROFIT CONFERENCE Commitment to Organization Functional Connection Personal Connection Behavior Constituent Experiences • Marketing/Brand • Donor Service • Fundraising • Engagement • Operations Reliable/Consistent Experience More emotive Motive/intent to maintain
  12. 12. 2013 WASHINGTON NONPROFIT CONFERENCE 12 Donor Commitment Scores High Commitment 92 Potential 73 Vulnerable 43 Transactional 14 Overall 73 Source: 2012 DonorVoice National Study Added Dimension for TargetingNew “Who”
  13. 13. 2013 WASHINGTON NONPROFIT CONFERENCE $199.18 $283.16 $229.12 $133.09 $100 $150 $200 $250 $300 $350 0 10 20 30 40 50 60 70 80 90 100 13 Value Commitment High Commitment Potentials Vulnerable Transactional Higher Relationship Strength = Higher LTV Source: 2012 DonorVoice National Study
  14. 14. 2013 WASHINGTON NONPROFIT CONFERENCE Not All Experiences Matter Equally…Or at ALL! New “What ”
  15. 15. 2013 WASHINGTON NONPROFIT CONFERENCE 15 Appreciation Customer Service Contact Strategy Focus/Brand Engagement • Timeliness of their thanking… • Sending a personalized thank you… • Feeling part of an important cause • Sending information on impact… • Knowing what to expect… • Clearly communicating mission & goals • Opportunities to make views known… • Providing opportunities to take action… Taxes • Having helpful customer service… • Having knowledgeable customer service… • The frequency of requests for donations • Sending information about my specific interests • Providing convenient year-end tax receipt Appreciation 41% Customer Service 25% Contact Strategy 19% Focus/Brand 46% Engagement 39% Organizational Experience “Mental Groupings” Key Experiences Source: 2012 DonorVoice National Study
  16. 16. 2013 WASHINGTON NONPROFIT CONFERENCE Appreciation Focus/Brand Engagement Customer Service Contact Strategy Taxes 16 Importance Performance
  17. 17. 2013 WASHINGTON NONPROFIT CONFERENCE Importance Performance Repair and/or Replace Refine and/or Scale Repair and/or Refine “What Now”
  18. 18. 2013 WASHINGTON NONPROFIT CONFERENCE Operation Smile • Envisions a world in which no child suffers or dies because of a repairable facial deformity. Twitter: @jannschultz @operationsmile #DCNP2013
  19. 19. 2013 WASHINGTON NONPROFIT CONFERENCE Growth through Direct Response 0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 180,000 200,000 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Number of Donors Number of Donors Overall Growth: 371%
  20. 20. 2013 WASHINGTON NONPROFIT CONFERENCE Donor Retention 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Donor Retention (%) Donor Retention (%)
  21. 21. 2013 WASHINGTON NONPROFIT CONFERENCE
  22. 22. 2013 WASHINGTON NONPROFIT CONFERENCE
  23. 23. 2013 WASHINGTON NONPROFIT CONFERENCE
  24. 24. 2013 WASHINGTON NONPROFIT CONFERENCE Acquisition and Cultivation of Donors
  25. 25. 2013 WASHINGTON NONPROFIT CONFERENCE Using Social Media Sharing Success through Photo Albums & Video Provide materials (DVD’s) Conference Calls Promoting Student Programs Raising Money from Friends Celebrity Endorsers Inlcude in My Will Support through Consumer Purchases Gift Catalog Importance Performance ENGAGEMENT
  26. 26. 2013 WASHINGTON NONPROFIT CONFERENCE 72% of Facebook likes are High Commitment Donors 78% of Twitter followers are High Commitment Donors 3 out of every 4
  27. 27. 2013 WASHINGTON NONPROFIT CONFERENCE Delivering safe surgery to remote places Delivering immediate, life changing results Helping children live with dignity Having the highest standards of safety, hygiene and care Using Global Standards of Care so every child benefits from the same equipment and procedures MESSAGE/FOCUS Importance Performance
  28. 28. 2013 WASHINGTON NONPROFIT CONFERENCE
  29. 29. 2013 WASHINGTON NONPROFIT CONFERENCE Immediate Steps - Messaging
  30. 30. 2013 WASHINGTON NONPROFIT CONFERENCE Holiday Catalog E-mail Appeal (BEFORE) Subject: Holiday shopping tips from Brooke Burke Charvet (AFTER) Subject: Get Your Life-Changing Gift NOW
  31. 31. 2013 WASHINGTON NONPROFIT CONFERENCE Donor First Commitment • We are committed to serving you, our donors, volunteers and advocates with the same exceptional care that Operation Smile provides to children and their families around the world.
  32. 32. 2013 WASHINGTON NONPROFIT CONFERENCE What’s on the Horizon? • Improving our feedback channels • Capturing commitment scores • Utilizing Target Analytics – Loyalty Insights and Donor Commitment scores • Redefining our budget – focus investment on our high commitment donors
  33. 33. 2013 WASHINGTON NONPROFIT CONFERENCE Key Takeaways • Feedback from your donor is priceless • Your Mission is NOT your offer • There is a short list of key experiences that have the greatest impact – focus on them • Customer service is vital to our organization, those touch points matter
  34. 34. 2013 WASHINGTON NONPROFIT CONFERENCE THE FUTURE IS NOWSTRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS Thank You! Operation Smile Case Study Jann Schultz Associate Vice President, Donor Services Operation Smile +1.757.321.7645 +1 757.593.6560 jschultz@operationsmile.org Twitter @jannschultz @operationsmile LinkedIn Jann (Erickson) Schultz
  35. 35. 2013 WASHINGTON NONPROFIT CONFERENCE THE FUTURE IS NOWSTRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS For a copy of this presentation & DonorVoice 2012 National Commitment Study Summary 1. Grab your smart phone 2. Go to http://presentnow.me 3. Enter the code “DMA”

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