Creating Loyalty Through Experience
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Bridget Brandt of Sage Nonprofit discusses how to build a loyalty program that engages, nutures relationships, and creates a world class donor experience.
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Creating Loyalty Through Experience
- 1. Creating Loyalty Through Experience #thebridgeconf www.customerexperience101.blogspot.com Twitter: bridgetlbrandt Bridget L. Brandt
- 2. About me https://about.me/bridgetlbrandt Twitter:
- 3. Sage, 30 years of experience 3rd largest ERP solution provider to businesses worldwide The Sage Group, plc. (London: SGE.L) 6.1 Million Customers Worldwide Over 32,000 Unique Not-For-Profit Customers in North America Twitter:thebridgeconf
- 4. Agenda • Identify your current donor experience • Evaluate your current donor experience • Enhance your current donor experience • Strategy & Planning • Real World Tips and Techniques (Yes, it is that simple.) Twitter:thebridgeconf
- 5. Identify Evaluate Enhance Real World Examples Twitter:thebridgeconf
- 6. Our Program Identify Evaluate Enhance Real World Examples Treat customers like we would like to be treated Program consists of many elements: 1. Series of e-mails and direct mails designed to help new customers be successful. 2. Annual thank-you programs 3. ―Love Bombs‖ 4. Making decisions that replicate how we would want to be treated. Results: 4X the revenue for customers in the program. Twitter:thebridgeconf
- 7. Identify Evaluate Enhance Real World Examples So…what is your experience like today? Do you really know what it is like to work with your organization? You should. Twitter:thebridgeconf
- 8. Identify Evaluate Enhance Real World Examples How to Identify & Evaluate Your Experience 1. Get more information – Act like a donor/customer – Get someone else to act like a donor – Listen to your staff and volunteers – Survey-See appendix for tips – Research-Understand your current donors 2. Examine all of your touch points 3. Be honest when you evaluate yourself and don’t punish people for that honesty. 4. Accept the truth Twitter:thebridgeconf
- 9. Identify Evaluate Enhance Real World Examples Twitter:thebridgeconf
- 10. Identify Evaluate Enhance Real World Examples How to Enhance Your Donor Experience 1. Establish a plan after you understand the value of the base. • What are you trying to solve for? Recurring gifts, new donors, loyalty, etc…? 2. Consider a pilot – to provide proof of concept. 3. Review and Revise – Donors change, economy changes, patterns change….review and revise your strategy. Twitter:thebridgeconf
- 11. Identify Evaluate Enhance Real World Examples Enhancing Experience in the Real World Twitter:thebridgeconf
- 12. Identify Enhancing Experience in the Real World Evaluate Enhance Real World Examples Employees: 92% of loyal employees will go above and beyond the call of duty** Top Five Drivers of Loyalty Attitudes Experiences 1.Fairness at work 1.Development opportunity 2.Care and concern 2.Employee focus 3.Trust in employees 3.Job quality 4.Feelings of accomplishment 4.Brand 5.Satisfaction day-to- 5.Reputation day **Walker Information Group, http://www.walkerinformation.com/pics/wlr/Employee_ExecSumm_07.pdf Twitter:thebridgeconf
- 13. Identify Enhancing Experience in the Real World Evaluate Enhance Real World Examples Volunteers: They are you. Make sure they understand they represent you & what that means. • Provide talking points, not scripts • Provide them with the tools they need to share our story • Be available, open, and honest Twitter:thebridgeconf
- 14. Identify Enhancing Experience in the Real World Evaluate Enhance Real World Examples Mailings: Are your mailings making an impression? • Be Interesting • Think about ―What’s in it for me?‖ • Engage, do something that creates the need for participation Social Media: What are you doing with it? What are your donors doing with it? • http://www.youtube.com/watch?v=5YGc4zOqozo • http://www.youtube.com/watch?v=4-94JhLEiN0 • http://www.youtube.com/watch?v=LHGuofPUnLo Twitter:thebridgeconf
- 15. Identify Enhancing Experience in the Real World Evaluate Enhance Real World Examples Facebook Reveal Page Facebook Donation Widget Others doing this well: http://www.facebook.com/Tortuga.Day.Spa.and.Salon Twitter:thebridgeconf
- 16. Identify Enhancing Experience in the Real World Evaluate Enhance Real World Examples Tips: • Be interesting • Use pictures • Use Hootsuite Want more info and stats: http://favoritethingsforacause.wordpress.com/2011/06/04/ver y-few-charities-are-taking-advantage-of-social-media- fundraisers/ Twitter:thebridgeconf
- 17. Identify Enhancing Experience in the Real World Evaluate Enhance Real World Examples Website: Does your website share your mission and bring in donations? Is it Viral? Can it be Shared?* – Tips: • Only 43% of websites include a description of the nonprofit organization’s goals and objectives • Only 4% of nonprofit Web sites state on their home pages how they use donations. • In 17% of the sites people were unable to find where they could make a donation. • Make it easy to donate online—one click. •Confusing Web Sites Discourage Donors From Online Giving, http://www.nngroup.com/reports/donations/ •*Data provided by Internet research firm Nielsen Norman Group Twitter:thebridgeconf
- 18. charitywater.org Does it deliver? 1. Impact 2. Success 3. Details on org 4. Accountability Twitter:
- 19. Best Practices—Progress Bar, Interesting Donation Page
- 20. Identify Enhancing Experience in the Real World Evaluate Enhance Real World Examples Things to remember: • Do what you say you are going to do! ―There’s a disconnect between what organizations say and what they do.‖ • Enhancing experience is ―easy‖ think about what makes working with your organization effortless and then make it happen. *The Customer Experience IQ (CEIQ) study, conducted jointly by Vovici and CGA Twitter:thebridgeconf
- 21. Thank-you! Bridget L. Brandt Director of Marketing, Nonprofit Solutions Sage Business Solutions 12301 Research Blvd. Building IV, Suite 350 Austin, TX 78759 512-861-3039 bridget.brandt@sage.com Twitter:thebridgeconf
- 22. Added Value: Survey Tips Identify Evaluate Enhance Real World Examples • Don’t over survey your customers • Make a plan—how many people in your organization are surveying? Centralize the process. • Write a short questionnaire • Use simple words • Relax your grammar • Assure a common understanding –Don’t use terms specific to your organization • Don't write leading question- You want honesty, to truly identify • Don't make the list of choices too long • Avoid difficult concepts • Avoid difficult recall questions • Put your questions in a logical order • Pre-test your survey • Cover memo or introduction- tell them why you are surveying • Use some open ended questions-You want to provide an opportunity to tell you more, good and bad. Twitter:thebridgeconf