If you love your donors, set them free sonya trivedy, amanda beamon - terrence higgins trustPresentation Transcript
If you love your donors, set them free
Introductions• Sonya Trivedy, Head of • Amanda Beamon, Head Fundraising of Individual Giving
Today’s session• Reviewing what you do• Some possible refinements• Customer care• A final thought• Questions and discussion – over to you
Traditional fundraising• Typically, fundraising departments are organised into separate teams by discipline• Working in silos• But does the donor support the THT community fundraising programme, or do they just support THT?
A fundraising hierarchyChart produced by Moving Thinking
A fundraising hierarchy• Why is it important? - Decisions are based on science, not negotiation - It makes everything about the ROI – which is why we are all here - And most importantly, it makes it about the donor, and their needs, as well as ours
On-going analysis• We all know this is important, but do we do enough of it?• Review everything, every time you do it• Be sure to understand your donor base. The chances are that it is changing, so we must change too
Surveys• Another way to do it is to constantly ask questions: - In appeals “What did you think of this appeal? Please give us your feedback” - Include a short survey in your Welcome Pack - When they call you - Use them as your case studies But… listen with caution
Review your offering - is it out of date?• Now that you know what you know, what needs to go?• What else should you be doing to keep your donors interested (and giving)?
Share• DON’T RINGFENCE YOUR DONORS (within reason!)• Look for opportunities to cross sell, it doesn’t always mean putting them into another comms stream entirely• Example: Supper Club event cross sold to traditional DM donors• Don’t be afraid to ask –if they’re not interested,they’ll just say no
Feedback• Tell them what you’re doing with their money, and celebrate your successes• Walk For Life• Over to you - what examples of asking for feedback do you have from your own charity?• Or can you think of any instances when you’ve seen charities feeding back to their donors particularly well?
Section 4CUSTOMER CARE
Say thank you, a lot• Be nice, always. Just because you think of a donor as lapsed, doesn’t mean they do• Lend a hand• Games Makers• We are currently rolling out customer care training across the whole organisation
Fundraising Standards Board• Join the FRSB• Shout about your membership, and put the logo on everything you do
Retention mailings• Twice yearly mailings torecent donors with no ask• A simple thank you, andan update, and a greatopportunity to cross sell• A chance to show thema nice, smiley face
Section 5AND FINALLY…
A little less conversation, a little more action• If you don’t have the budget or the time to do what you really want, do something else instead• If you can’t roll out an entire customer care programme right away, just pick up the phone and say thanks every so often• Example: Customer insight for World AIDS Day
ConclusionsWhat we’ve covered today…• The importance of a hierarchy, and taking a step back to review what you do• Share your data• Basic and easy ways to improve your customer care• Some new things to try out
Section 7OVER TO YOU
Over to you• Do you have any good examples of cross selling, or retention activity? We would love to hear about them• Any questions for us?• And finally… a hugethank you for listening