19 ideas to improve your supporters' loyalty
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19 ideas to improve your supporters' loyalty

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    19 ideas to improve your supporters' loyalty 19 ideas to improve your supporters' loyalty Presentation Transcript

    • Nineteen great stewardship ideas toimprove your supporters’ loyalty...
    • Loyalty goes up… …when the experience you give your supporters, gets better Improving your supporters’ experience
    • Improving your supporters’ experience  First four: More commitment with:  Information – on-line/off-line  Campaigning  Telephone calls  ResearchAdrian Sargeant and Elaine Jay for Target Direct - Spring 2004 and August 2005
    • Improving your supporters’ experience  First four: More commitment with:  Information – on-line/off-line  Campaigning  Telephone calls  ResearchAdrian Sargeant and Elaine Jay for Target Direct - Spring 2004 and August 2005
    • Stop thinking about… …winning campaignsStart thinking about… …winning hearts, winning commitment! …and the campaign becomes the mechanism!
    • Improving your supporters’ experience  First four: More commitment with:  Information – on-line/off-line  Campaigning  Telephone calls  ResearchAdrian Sargeant and Elaine Jay for Target Direct - Spring 2004 and August 2005
    • Some measures of retained value… Donor retention:  Year 1 100 new supporters give you a donation  Year 2 25 of those supporters give you a donation  Donor retention is 25% Revenue retention:  Year 1 100 new supporters each give you £100  Year 2 25 of those supporters give you £200  Revenue retention is 50%
    • Telephoning to thank a new supporter… …increased Revenue Retention by:40% For the cost of around £600 Instead of £5,000… …you would have £7,000 in Year 2 Donor-Centred Fundraising Penelope Burk, Chuck Longfield (Blackbaud) cited it SOFII
    • Improving your supporters’ experience First four: More commitment with:  Information – on-line/off-line  Campaigning  Telephone calls  Research 5 Now one more:  Engage them through multi-channel
    • A definitive report…  28 US charities – figures are 2010  $1bn in revenue, over 15m donors  More than three-quarters of gifts are direct mail, 10% are on-line.
    • More ways to improve the experience…  Always thank them for their gift!  Let them chose how often they hear from you!  Let them choose WHAT they support  Offer ‘money-back guarantees’  Make your approach relevant 11  Invite me to hear what I’m achieving
    • More ways to improve the experience…  Celebrate my anniversaries – 5, 10, 20 etc  Invite them to join the Chief Executives’ Fellowship  Understand the impact of ‘identity’  Telephone if they have stopped their regular monthly gift  Offer a payment ‘holiday’  Suggest a lower value of monthly gift
    • More ways to improve the experience…  Celebrate my anniversaries – 5, 10, 20 etc  Invite them to join the Chief Executives’ Fellowship  Understand the impact of ‘identity’  Telephone if they have stopped their Autogiro  Measure their satisfaction with your service
    • In the commercial world… …what is the biggest indicator of customer loyalty? Customer satisfaction!
    • Customer satisfaction surveysThe Net Promoter ScoreKey question - ‘How likely are you to recommend this(company, product, service) to a friend?’9-10 Promoters7-8 Passively satisfied0-6 Detractors
    • ‘How likely are you to recommendthis charity to a friend?’
    • More ways to improve the experience…  Celebrate my anniversaries – 5, 10, 20 etc  Invite them to join the Chief Executives’ Fellowship  Understand the impact of ‘identity’  Telephone if they have stopped their Autogiro  Measure their satisfaction with your service  Be more clever with technology  REALLY clever, combining media  Why not use web-cams? 19