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Face to face acquisition in a digital age

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Martin Jervis, Fundraising Initiatives

Martin Jervis, Fundraising Initiatives

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Face to face acquisition in a digital age Face to face acquisition in a digital age Presentation Transcript

  • Face-to-Face acquisition in a digital age:making the most of technology inengagement Martin Jervis mljervis@gmail.com
  • Peak of Inflated Expectations Plateau of Productivity Slope of Enlightenment Trough ofTechnology Disillusionment Trigger
  • Digital: SFWFace-to-Face acquisition in a digital age:making the most of technology inengagement Interest Content Technology Technology Acquisition Acquisition Engagement Engagement
  • Digital: SFW• Face-to-Face acquisition in a digital age:making the most of technology inengagement • PDAs • iPads1 • Interweb1 Tablet of any shape or form
  • iPad – just another PDA?Capturing Value Mobile technology automates the collection of data, eliminatestime delay and transcription errors, and delivers improvements inquality, retention and speed of payment. It can significantlyreduce costs (e.g. Fundraisers printed forms, printed welcomepacks), and allows us to start any campaign much more quickly.Its also environmentally friendly.Some degree of productivity improvementSome degree of fulfilment rate improvementFaster payment and thank youo Instant PaymentInstant e-mail/SMS confirmationMuch better data captureo Data Validationo Data Verification• by MOF• attrition data
  • The Science of Conversation?Howo Browsero Bespoke Softwareo “App”Looks more professionalo lends credibility at the door/evento Use of video helps - gives the donor/client piece of mindo Data Security - donor’s personal information, fully encryptedLess paperwork and administration, and environmentallyfriendlyBetter complaint handlingGPS tracking of iPads/FRsGood recruitment toolFaster Set up and Commencement of new CampaignsFraud ReductioniPads are a more interactive experience...LTV....
  • UNICEF2011-2012 test campaign2012 In-house F2F iPad test Overall impressions: The technology worked at least as well as paper Rapid response to technical issues is vital in early stages Positive feedback from both fundraisers and public Will remain method of choice for US roll-out12/4/201212/4/2012 F2F – The digital revolution
  • The Science of Conversation?Howo Browsero Bespoke Softwareo “App”Looks more professionalo lends credibility at the door/evento Use of video helps - gives the donor/client piece of mindo Data Security - donor’s personal information, fully encryptedLess paperwork and administration, and environmentallyfriendlyBetter complaint handlingGPS tracking of iPads/FRsGood recruitment toolFaster Set up and Commencement of new CampaignsFraud ReductioniPads are a more interactive experience...LTV....
  • 12/4/201212/4/2012 F2F – The digital revolution
  • 12/4/201212/4/2012 F2F – The digital revolution
  • Fundraiser Leaderboard12/4/201212/4/2012 F2F – The digital revolution
  • The Science of Conversation?
  • NB. The real unfulfilment rate for paper is higher than 24.86% becausepaper signups take 3-4 working days to be entered into database.Cancels received before the data is entered are excluded (est. 2-3%). 12/4/2012 F2F – The digital revolution
  • UK• Battersea Dogs and Cats Home• National Deaf Children’s Society• 13 Campaigns via 6 othersUSA + Canada• Children International• UNHCR• 4 others 12/4/2012 12/4/2012 F2F – The digital revolution
  • Email Capture %May June July August September October We have seen a dramatic increase in email capture. The increase was very natural so much so we made it mandatory.
  • iPad Key BenefitsLiz Tait,Director ofFundraising,BatterseaDogs & CatsHome “We have recruited 2,843 new and regular givers using iPads (on the door and private sites) accounting for 23.46% of our overall recruitment figure.” “Average gift is £8.60 and we’ve seen a marked decrease in attrition with a 21% reduction in no show rates and a 14% reduction in month 1 & 2 attrition combined.” Testing big ticket wins
  • The Science of Conversation iPad sign up to first active donation is an average of 29% Faster!Test!
  • Testing for WWF in Russia•Private site activity in shoppingmalls•Android tablets•Live sign-up to mirror landingpage on WWF website•Credit card monthly donations 12/4/2012 12/4/2012 F2F – The digital revolution
  • Meeting the Highest Regulatory StandardsFundraising Initiatives is compliant with regulatory standards in each of Legalthe countries in which it operates. Fundraising Initiatives was a leaderin establishing the Public Fundraising Regulatory Association (PFRA) -a regulatory body in the United Kingdom dedicated to high standards Openof quality, transparency and integrity. The PFRA regulates the useof Face-to-Face fundraising by charities and professionalfundraising organisations and works with the relevant authorities toensure that fundraising sites are used appropriately.We believe that the incremental investment FundraisingInitiatives makes in this area is money very well spent inhelping protect the integrity of the brand of our Charity HonestPartners, their relationship with their donors and theprofessional image of F2F as a whole. Our CharityPartners happily agree to make that investmentwith us. Respectful
  • The Science of ConversationCashThere are long-term savings to be made. Such as origination and print oftriple carbon mandate forms £1 per mandateOriginate, print and laminate presenters‘ fundraisers carry, and A4 folders. £500-£1,000 pmStaff £1,500 pmQualityInvalid bank details “eliminated” plus faster handling of complaints issues.SecurityTransport and storage of mandates. Remote lock and wipeControleg if not enough Skype IDs captured: remotely make it a compulsory field.MotivationFundraisers and managers see stats in real-time: average age, averagegift, how much they have generated for charity between all their donors etc Invest or Bank?http://changefundraising.blogspot.ie/2012/05/why-were-switching-to-ipads.html
  • Putting the Magic in Conversations‘I don’t know any other businessarea that gives its potentialcustomers such a consistentlyunpleasant experienceyet still expectsto prosper.’ Me
  • ‘Not many businesses would survive ifthey lost a third of new customers in theirfirst year, yet this statistic iscommonplace in our sector.‘To make matters worse, itrefers only to our friends,people who have given atleast two donations to afavoured charity.’ Professor Adrian Sargeant
  • Fundraising isn’t about money...It’s about work that urgently needs doing.It’s about one person talking to anotherabout something they both care deeplyabout.It’s about inspiring people to believe theycan make a difference, then helping them tomake it.
  • Putting the Magic in Conversations Break down the silos!We are failing to raise billions of pounds of net income, because of the way welook at costs of fundraising, and the way we treat donors and supporters. Me
  • Putting the Magic in ConversationsCustom Build the F2F Journey• Channel Refine• Medium• AgeThe Story Step Change• Act I Think! iPad Test and (data)• Act II• ActII• ....... Analyse Give us your money only if we can showTest! you what a difference it makes and how great you’ll feel when you give it.
  • Putting the Magic in Conversations ? Golden rule # 1: Capture the right data (mobile numbers and e-mail addresses) Golden rule # 2: Don’t be afraid to keep in touch! Results so far...•1 month attrition reduced from 13% to 9%•6 month attrition reduced from 32% to 22%•9 month attrition reduced from 40% to 27% 12/4/2012 12/4/2012 F2F – The digital revolution 12/4/2012 12/4/2012 F2F – The digital revolution
  • 12/4/2012 F2F – The digital revolution12/4/201212/4/201212/4/2012 F2F – The digital revolution
  • better ConversationsHaving more Conversations
  • Putting the Magic in more Conversations
  • The F2F JourneyThe Art of ConversationThe Science of ConversationMarkets Needs • Data  Testing  Data  Testing  Retention • Segment • Donor Stewardship • Stories • Compliance • OwnershipTechnology • Acquisition • Engagement • Supply Chain
  • Peak of Inflated Expectations Plateau of Productivity Slope of Enlightenment Trough ofTechnology Disillusionment Trigger Test!
  • The F2F JourneyThe Art of ConversationThe Science of ConversationMarkets Needs • Data  Testing  Data  Testing  Retention • Segment • Donor Stewardship • Stories • Compliance • OwnershipTechnology • Acquisition • Engagement • Supply ChainThe Magic of Conversation ! Martin Jervis @mjervis mljervis@gmail.com