Introduction to ArtificiaI Intelligence in Higher Education
Appreciate Engage and Retain Your Supporters
1. #C2Webinar
Presented by:
Doug Barker, Barker & Scott Consulting
Amy Ganderson, The Nature Conservancy
Ashley Hansen, Care2
“Appreciate, Engage and Retain Your Supporters”
Watch the full presentation here: http://hub.am/11ohcmO
2. #C2Webinar
Citizens use Care2 for:
Starting or signing petitions
Spreading news
Commenting on blogs
Donating $
Joining nonprofits
Nonprofits use Care2 for:
Recruiting Donors & Supporters
Traffic/Branding/Awareness
Advocacy
Building Facebook fan base
Watch the full presentation here: http://hub.am/11ohcmO
3. #C2Webinar
“Appreciate, Engage and Retain Your Supporters”
Doug Barker
Principal & Co-Founder
Amy Ganderson
Director of Digital Marketing
@amyganderson
Ashley Hansen
Director of Nonprofit Services
@luvthemtns
Watch the full presentation here: http://hub.am/11ohcmO
4. #C2Webinar
“Supporters”
Advocates / Activists
Cause Marketing and Catalog Responders
In-Kind Donors
Individual Donors
Corporate Sponsors
Event Participants
Foundations
Friends
Major Donors
Members
Planned Givers
Volunteers
An inclusive and multi-channel term for a variety of constituents
Watch the full presentation here: http://hub.am/11ohcmO
5. #C2Webinar
Listen and respect
Provide options
Respect interests and
preferences
Provide feedback
vehicles
Broadly share
constituent insight
Pay attention to what your supporters are saying and doing
Watch the full presentation here: http://hub.am/11ohcmO
7. #C2Webinar
Supporter-CENTRICITY
Organize around the supporter in order to drive lifetime value
Watch commercial
leaders
Transcend silos and
channels
Make processes
consistent
Watch the full presentation here: http://hub.am/11ohcmO
8. #C2Webinar
SUPPORTER-CENTRICITY
The Nature Conservancy Membership Staff Model, teams organized
based on where the supporter is in the giving life-cycle
New Member Acquisition
Lapsed
Appeals
Sustainers
Retention
Watch the full presentation here: http://hub.am/11ohcmO
9. #C2Webinar
Make it easy to
do the right thing
Celebrate successes
Measure staff engagement
Create an environment that fosters staff
satisfaction, loyalty, advocacy, and productivity – your supporter’s
experience depends on it
STAFF-Supporter CONNECTION
Watch the full presentation here: http://hub.am/11ohcmO
10. #C2Webinar
STAFF-Supporter CONNECTION
Two Nature Conservancy programs that expands the definition of staff and
environmental supporters – GLOBE & LEAF experience depends on it
Watch the full presentation here: http://hub.am/11ohcmO
11. #C2Webinar
How do you define your employer brand?
STAFF-Supporter CONNECTION
Watch the full presentation here: http://hub.am/11ohcmO
12. #C2Webinar
SEGMENT OF ONE
Move beyond campaigns to supporter-driven interactions
in order to meet a new set of supporter expectations
Old attitude:
great organization, my
duty to support
Embrace partnership
Enable dynamic
interactions
Recognize donor life
events and stages
Use predictive insights
and profiling
New attitude:
Watch the full presentation here: http://hub.am/11ohcmO
13. #C2Webinar
Fundraising can come from anywhere.
See how Bryan saves coral reefs on his 11th Birthday
SEGMENT OF ONE
Watch the full presentation here: http://hub.am/11ohcmO
14. #C2Webinar
PEER-TO-PEER ADVOCACY
Leverage social media
Foster communities
Empower constituent
advocates
Allow supporters to reach out and communicate because
their referrals are the best source of acquisition
Watch the full presentation here: http://hub.am/11ohcmO
15. #C2Webinar
Use your supporters voice to help build your case for a particular issue
PEER-TO-PEER ADVOCACY
Watch the full presentation here: http://hub.am/11ohcmO
16. #C2Webinar
NIRVANA:
Delight your supporters because making them
satisfied and loyal is the key to long-term success
Steward the gift
Surprise and delight
Watch the full presentation here: http://hub.am/11ohcmO
“R-E-S-P-E-C-T, find out what it means to me” – Aretha FranklinProvide constituents with options / encourage self expressionRecognize and respect interests, communication preferences, and participationCreate vehicles for constituents to provide feedback / let them speakBroadly share constituent insightOften, we are so busy trying to tell our supporters what we want them to know, that we forget to listen, and there are some very good reasons that we should be listening. By paying attention to what our constituents say and do, and by encouraging them to communicate with us, we can find out important information. Begin by opening two-way communications. Provide your supporters and potentials with options of how to communicate with you. You may be able to use some existing channels or you may have to create new vehicles that allow them to give you feedback about their preferences and interests. Email, Web forms, social media, newsletters, and events all offer opportunities to attract interest and encourage response. Then, once you understand how a constituent prefers to communicate with you, you can use that information to build a relationship. Finally, what you learn about your donors has to be shared throughout your organization so you are not working at cross-purposes with another department. Many of us have made some great starts in this regard, but like so many areas of our work, this area requires continual testing, refinement and improvement
Stevie Wonder, “You are the sunshine of my life”We live in a consumer-driven society. Telecommunication companies, airlines, and financial institutions are all driving our expectations of how we want to be treated—and some of them are doing so quite effectively. Focusing on the Constituent’s experience as a key to retention has implications for our organizations, that we all know, but that in many cases are exceptionally slow to change:1. Transcend silos within your own organization. We have to get over ourselves: While you are protecting your home turf, your donors are moving on to an organization who wants to know them and what they value.2. Realize that your constituents readily cross communications channels. They may respond to a direct mail piece, not via the enclosed envelope, but by going to your website. You have to be prepared to meet them where and when they want to relate to you. It is why it is so important to implement consistent and unified business processes
Need to add in ‘sustainers’
Cheers, “Where Everybody Knows Your Name”The linkage between staff satistaction and loyalty to customer/constituent satisfaction and loyalty is well established in for-profit businesses. There is a great Harvard Business Review, one of their “Best of HBR” series, entitled Putting the Service-Profit Chain to Work (if you want a reprint let me know, I already bought it and can send it to you).Make it easy to do the right thing/ empower staff to treat different customers differently:An example of why it is important to empower staff members comes from the Multiple Sclerosis Society of Canada where event revenue is a critical part of success and where the success of events is closely tied to the engagement of event team leads. By creating fundraising progress reports for upcoming events that include, not just the number of team leads signed up, but data on those who had signed up in previous years but hadn’t done so this year, the reports now provides actionable insights. The report also gives staff the contact information for the team leads that haven’t signed up, providing the exact information needed to follow up with those proven supporters. I think we can. It starts, basically, with your staff. If they are not happy, if they do not understand their unique roles in the organization, or if are not recognized for the work they do, it will be hard for them to reach out to donors and share their passion for the organization’s mission. To make this happen, management has to ensure that staff members are connected, recognized, and rewarded. They need to take the time to celebrate small and large successes and to create an environment that fosters staff satisfaction, loyalty, advocacy, and productivity. Why is this so important? No question about it: Customer experience depends on staff experience and happiness. The strong correlation between staff loyalty and satisfaction and customer loyalty and satisfaction has been well established in the for-profit world. As delineated in the Harvard Business Review’s Putting the Service-Profit Chain to Work, staff satisfaction soars when you enhance internal service quality. That is, when you equip staff with the skills, tools, and decision authority to serve customers, staff satisfaction rises, fueling productivity, and leading to greater external service value for customers, enhancing customer satisfaction and loyalty. Importantly, the Harvard Business Review study found that a mere five percent jump in customer loyalty can boost profits from 25 to 85 percent—statistics that cannot be ignored. Find ways to celebrate successesMeasure staff engagement (satisfaction, advocacy, retention) We all want to be recognized, to be called by name. Think about it. Why did local residents want to go that 1980s TV rendered Boston bar, Cheers, Where Everybody Knows Your Name? Well, that’s it exactly—the producers created a place where people were known and welcomed. Can we create such a place, even virtually, for the people who are drawn to our causes – staff, volunteers, and donors?
“Got to get you into my life” – The BeatlesHow do I partner with this org to make the world a better placeEnable dynamic interactions Recognize and acknowledge donor life events and stagesUse predictive insights and profiling to move constituents up the engagement ladderThe times are changing. In the past, we treated donor segments alike. We believed that if donors were attracted to an organization’s mission, they would support it out a duty to do so. And for the most part it worked, but today’s donors want to be more engaged, they want to know, how do I partner with this organization and how does our partnership make the world a better place? They want us to know them. Now that is a concept! The Beatles got it right with Got to get you into my life, because we have to do just that. We have to engage with and converse with our donors and potentials. To get to know each other, one on one, we have to have processes and plans in place that allow us to do so. We have to know our donors well enough to be able to contact them on their birthdays, the date of their first gift, the date of a memorial gift, or the anniversary of another significant life event. This is a critical point. No longer can we run things solely on our campaign calenders, we have to incorporate into our thinking that individuals have their own calendars and their own reasons for supporting our causes. It’s up to us to learn what they are and to honor them.
http://www.youtube.com/watch?v=96nrCP8_UqM
Diana Ross “Reach out and touch Somebody’s had Make this a better place if you can”Leverage the power of social mediaFoster constituent communitieEmpower constituent advocates to drive “referrals” / recommend you to othersIt’s easy to understand peer-to-peer advocacy: People value the opinions of their family, friends, colleagues, and neighbors. But, did you realize that today, in our hyper-connected, consumer-driven world, this dynamic has shifted into overdrive, and we now value product reviews by consumers that we don’t know as opposed to advertisements created by a manufacturer? We are most likely to watch videos that win in the public arena of popularity rather than those that are pushed by institutions or companies. That’s a shift we have to pay attention to. Look at Amazon.com user reviews, they are what people pay attention, and not just the reviews, but the review of the reviews, in particular people look at the reviews tagged as the most helpful. How do you put that into application by your organization? I have the most basic, but powerful, example… It basically involves having volunteers call first time donors and thank them for their gift.I have always been impressed with the following controlled test of personal thanks reported by Penelope Burk in Donor Centered Fundraising. With the cooperation of the Board of Directors of the Paraplegic Association of Canada, the Association captured every tenth donor in a test group. The identified donor was called by a member of the Board within 24 hours of the receipt of a gift. The caller had but one job—to thank the donor for choosing to give to the organization. If a caller was unable to reach a donor, he or she left a message. The results were clear: the test group gave, on average, 39 percent more than the control group which was not called. Taking this powerful theory of thanking people to the next level, Chuck Longfield, Blackbaud’s Chief Scientist, and Michal Heiplik of KUHT, Houston’s Public Broadcasting Station, did a rigorous test. Through meticulous data tracking of calls to first time donors, they found that when donors where called and thanked in a 30 second scripted call by a volunteer (not a board member) within three months of the first gift, they received 44 percent more money from those donors as compared to those not called. These impressive results were attributed to both the amount of the average gift going up and an increase in retention. Further, impressive results were received regardless of whether the volunteer spoke with the donor or left a recorded thank you message, More impressive yet, a significant increase in dollars raised resulted from the calls regardless of whether the interaction was rated as positive, neutral, or negative. The message is clear. Donors want to be thanked, and they like hearing it from volunteers – the ROI is compelling.
Link > http://voice.nature.org/stories/Use your Outside Voice is a Nature Conservancy campaign that asks people to speak up for nature and invest in conservation. The main call-to-actions of this campaign have been to sign, speak up, and share. The most interesting data point is that we have collected over 1200 stories. The title says it all real people, real stories. These are our true advocates who share why they speak up for nature. Remember that people like to share their opinion especially on topics they’re passionate about. So ask them what they think, then don’t forget to ask them to ‘share’ their story with their friends and family so that voice can travel beyond just this one web page.
“I feel good” – James BrownSteward, i.e., illustrate the value created by the constituent’s gift/participation/etc.Surprise and delight constituents with superior qualityTo arrive at a mutually beneficial place, you have to delight each and every one of your constituents. You have to keep them satisfied and engaged. You have to know their names. You have to help them connect to your mission. You have to foster their loyalty. All of these things are within your reach. They will take management focus, staff empowerment, constituent knowledge, and the right software and consultative solutions, but it is possible. At the end of the day, you want to make sure that like James Brown each of your constituents can say, “I feel good.”
Nature.org > http://www.nature.org/photosmultimedia/our-scientists-thank-you-2012.xmlYouTube > http://www.youtube.com/watch?v=KOSzSQfTx4oBackground: Follow-up cultivation written and signed by lead member of our on-the-ground Fire Team in mid-July 2011. Links point to user generated content forumOutcome: Re-engage lapsed members through non-traditional email messaging. Lapsed had highest click to open rate out of all other donor and constituency groups40% of the gifts made directly through this message were from lapsed members1800+ messages of thanks.
Nature.org > http://www.nature.org/photosmultimedia/our-scientists-thank-you-2012.xmlYouTube > http://www.youtube.com/watch?v=KOSzSQfTx4oDon’t forget to thank your supporters. Show them where their investment is going and why their support is so important.
