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Typical attrition rates Cash Donors Face to Face DonorsYear 1 Year 2 Year 3 Year 4 Year 5
We spend a fortune recruiting donorsAnd then throw it all away with bad donor care
Customers (& donors) in control, forever. “The only things that can’t be replicated are the relationships you have with your customers” – Larry Hochman
If your charity went out of business tomorrow,would your donors miss you?
Simplicity Speed Unique Value Relationship with Donors
“When given the choice,people will always spend timearound people they like.When it’s expedient andpractical, they’d also ratherdo business with and buy stufffrom people they like. Andnow, they can.”– Gary Vaynerchuk
% Change in perveived value of brand attributes 2005-09 400% 200% 0%Exclusive Arrogant Sensuous Daring Socially Resp -200% High Quality Friendly Kindness & Empathy Young & Rubicam’s BrandAsset Valuator, quoted in Gerzema & D’Antonio - The Power of the Post-Recession Consumer
“Between 2005 and 2009 US consumers expressed a nearly fourfold increase in their preference for companies, brands and products that show kindness in both their operations and their encounters with customers. This desire for companies to be more empathetic toward consumers is the biggest shift in any attitude we have ever seen during the BAV survey’s two-decade history” Gerzema & D’Antonio - The Power of the Post-Recession Consumer
Do red s nt on sys no tem r-fo -ce ati or ic s & cus on unD m stru sed ctuc om res Donor Banish short-term thinking
The % response rate of your most recent direct mail campaign?The ROI of your most recent direct mail campaign?The lifetime value of donors recruited through each of your main acquisition channels? Banish short-term thinking
First time donors who receive a personal thank you within 48 hours are Four times more likely to give again – McConkey Johnston International UK
38% sent personalised email thank you within 48 hours 28% sent thank you letter within 2 working days Only 50% managed to send a personalised thank you within 48 hours – Ask Direct Mystery Shopping Research 2008
Almost 1 in 5failed to acknowledge the gift in any way. Ever. – Ask Direct Mystery Shopping Research 2008
Charities who sent personalised thank you within 48 hours Email Post 2006 20% 13% 2008 38% 28% 2011 60% 20% – Ask Direct Mystery Shopping Research
2011 Mystery Shopping Email Response 0% 25% 50% 75% 100%Prompt & Personal Email Thank You Auto Email ConﬁrmationNo Email Thank You
Provide feedback on how giftsare making a differenceSecure a second cash gift(~50% of second gifts are made within 6 months)Upgrade direct debit donors(optimum 4-6 months)Cement the relationship betweendonor and charity
Convinced of the need forexcellent donor care?
Adrian Sargent & Elaine Jay, 2004 “Long term donors are signiﬁcantly more likely... to offeradditional gifts in response to emergency appeals, to volunteer, to upgrade their gift levels, to lobby for the organisation, toactively seek out other donors... to buy from a catalogue, and to promote the organisation to friends...”
George Smith, 1996“...For we need to ﬁnd more ways for people to give, build more products around the process, stop taking people for granted. Which, ironically and tragically, is what we do with so much of that tradecraft.”
Ken Burnett, 1991 “...an approach to the marketing of a cause that centres on the unique and special relationship between a nonproﬁt and eachsupporter. Its overriding consideration is to care for and developthat bond and to do nothing that might damage or jeopardize it. Every activity is therefore geared toward making sure donorsknow they are important, valued, and considered, which has the effect of maximzing funds per donor in the long term.”