1. Nineteen great stewardship ideas to
improve your supporters’ loyalty...

2. Loyalty goes up…
 …when the experience you give your supporters,
gets better
 Improving your supporters’ experience

3. Improving your supporters’ experience
 First four: More commitment with:
 Information – on-line/off-line
 Campaigning
 Telephone calls
 Research
Adrian Sargeant and Elaine Jay for Target Direct - Spring 2004 and August 2005

4. Improving your supporters’ experience
 First four: More commitment with:
 Information – on-line/off-line
 Campaigning
 Telephone calls
 Research
Adrian Sargeant and Elaine Jay for Target Direct - Spring 2004 and August 2005

5. Stop thinking about…
 …winning campaigns
Start thinking about…
 …winning hearts, winning commitment!
 …and the campaign becomes the mechanism!

6. Improving your supporters’ experience
 First four: More commitment with:
 Information – on-line/off-line
 Campaigning
 Telephone calls
 Research
Adrian Sargeant and Elaine Jay for Target Direct - Spring 2004 and August 2005

7. 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%

8. 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

9. 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

10. 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.

11. 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

12. 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

13. 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

14. In the commercial world…
 …what is the biggest indicator of customer
loyalty?
Customer satisfaction!

15. Customer satisfaction surveys
The Net Promoter Score
Key question - ‘How likely are you to recommend this
(company, product, service) to a friend?’
9-10 Promoters
7-8 Passively satisfied
0-6 Detractors

16. ‘How likely are you to recommend
this charity to a friend?’

17. 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