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Breaking Through The Noise II

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Breaking Through the Noise Part II shares the strategies Jann Schultz has implemented at Operation Smile to hear their donors and the insights gained from the interactions with donors. Learn why you …

Breaking Through the Noise Part II shares the strategies Jann Schultz has implemented at Operation Smile to hear their donors and the insights gained from the interactions with donors. Learn why you must be developing strategies and implementing methods so that you can hear your donors through the day to day background noise. It is imperative that you listen to what they have to say and take action. Listen or lose them.

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  • DMANF Presentation – Breaking through the Noise Part II January 2009 Operation Smile Case Study – Jann Schultz, Director of Donor Relations REQUIRED PREP: RED and GREEN ½ sheets of paper, 1 of each on each chair. To be used in the first activity.
  • OK, we are going to do a bit of MYTHBUSTING today… you are going to vote on whether the following are MYTH or FACT. <Ask participants to respond to the following questions use GREEN (FACT-TRUE) or RED (MYTH-FALSE) colored sheets of paper: First a couple of practice ones for you…since I’m from Virginia Beach, here is one for you – You are more likely to be struck by lightening than to be attacked by a shark. True or False? TRUE - According to the National Weather Service, the odds of being struck by lightning in the United States in any given year are 1 in 700,000. By contrast the odds of being attacked by a shark in the United States are roughly 1 in 8 million. How many of you brought your lap top to the conference? Here is one for you… In 1977, the CEO of a major computer company said, "There is no reason for any individual to have a computer in his home." True or False? TRUE - Ken Olsen, co-founder and CEO of Digital Equipment Corporation, did indeed utter those words at a 1977 meeting of the World Future Society. OK, here is a myth that may be a bit closer to our work… 47% of consumers in the US say they have switched service providers in the past year due to poor customer service. True or False? FALSE – The actual number is 73, yes - 73% of Americans surveyed changed due to service - compared to 47% who switched due to lower prices. Consumers are more demanding year over year. True or False? TRUE – nearly one third said their service expectations were higher than they were just one year ago. Most consumers said technology has improved customer service. True or False? FALSE – less than half of consumers in mature markets believe that technology has improved customer service. So – what does this mean for us? <go to next slide>
  • FACT: There are approximately 1.4 million non-profit organizations registered with the IRS. FACT: With so much choice, if you are not providing exceptional service and ways for your donors to break through the noise…you will lose them. You must be developing strategies and implementing methods so that you can hear your donors through the day to day background noise! Listen to what they have to say and take action. Listen or lose them. What I want to share with you today are the strategies we have implemented at Operation Smile to hear our donors and what we have learned from the interactions we have with our donors. These may be obvious– and my apologies in advance if this is simplistic to you. The bottom line is, this isn’t rocket science. In the face of our economy and struggles – we have to go back to the basics. My goal is to provide you with some takeaways that you can use when your return to your job on Monday.
  • To better communicate with our donors, we had to re-design an existing service team, a small internal call center. We re-purposed them into a full service Donor Relations Team – staffing up from 2.5 members to 5 – one supervisor and 4 team members. They have been given clarity as to their role – you see their purpose here - and they have been given the tools, training and flexibility to achieve their success metrics. In addition to training on relationship fundraising and customer service skills, the team has been fully trained and utilizes our donor database, the Raisers Edge. This allows us to capture the voice of the donor and report back on specific requests, trends and results.
  • You must define your expectation for exceptional customer service. For Operation Smile, we have utilized the Operation Smile Donor First Philosophy. It is our way of turning background noise into individual donor voices that we can understand, respond to, and cultivate.
  • A tangible way of measuring the voice of the donor at Operation Smile is the number of ACTION Notes entered into our donor database – The Raisers Edge. Each one of these reflects an interaction with a donor - both inbound and outbound contact. You must establish STANDARD procedures for success – we have the expectation that each and every interaction with a donor is documented, so those voices, that history, is available to our fundraising team. This is just one basic way we provide exceptional customer service.
  • When analysis is done on these numbers, here are what our donors are saying when they contact us… The 23% Customer Service Requests include phone calls and correspondence. The team responded to more than 2400 donors who contacted us with comment mail on our Direct Mail or correspondence to HQ. The majority of these are simply thanking us for our mission – and we respond to everyone one of those by hand, or the second most common is asking for more information – often clarification on financials (sound familiar?!), followed by requests for more photos of children, or having more information to share with friends. 8% of our contacts have to do with new donations or information on donation status. We love these donors! 6% of these contacts are calling to request a change to their mailing status. We have noted 741 who have requested that we “Do Not Mail” – this includes the DMA requests that we download monthly. But what I find fascinating..is we had 222 donors call to alert us of their address change – making sure they continue to receive our mailings! WE LOVE THESE DONORS! 6% of our donors are interested in helping Operation Smile with grassroots fundraising efforts.
  • Our donors want to help – and 6% of our callers are seeking ways to support Operation Smile, beyond donating themselves.   We have created a fundraising guide, with step by step instructions and chock full of ideas and other donor success stories. Materials are customizable, and sent via email in PDF form. We stress emailing for the donor to print to help us save money and serve more children.   ASK: Please raise your GREEN sheet, if you offering the ability to customize materials for donors? <identify a “yes” response.> What do you offer to your donors? Some of our customizable In Lieu of Birthday Gift Cards for adults and children In Lieu of Wedding Gift, or Baby Shower Gift Cards Donation forms – specialized for the event   Student/school based fund raising ideas & How-to Operation Smile “SMILE SHEETS” one-sheet fundraising “how-to’s” Lemonade Stand fun sheet Make-over night fun sheet Movie night fun sheet Moms babysitting club fun sheet   Customizable donation forms (must include a code and be higher dollar earning potential) Tribute or Honor Donation Sheet; i.e. Reema’s Smile a fundraising effort in honor of a VaTech shooting victim; this should be used when the fund raising effort is to honor a specific person.   Spread the Word/Spread The Smiles program where donors are engaged in spreading the word as an advocate for Operation Smile
  • ASK: Please raise your GREEN sheet, if you offering the ability to customize materials for donors? <identify a “yes” response.> What do you offer to your donors? Some of our customizable In Lieu of Birthday Gift Cards for adults and children In Lieu of Wedding Gift, or Baby Shower Gift Cards Donation forms – specialized for the event, coded for tracking purposes.   Operation Smile “SMILE SHEETS” single-sheet fundraising “how-to’s” such as - Lemonade Stand for kids, Make-over night for teenagers, Movie night “in” for youth groups and even a Moms babysitting club     Spread the Word/Spread The Smiles program where donors are engaged in spreading the word as an advocate for Operation Smile
  • The development team has fully implemented a successful strategy for thanking donors personally, if they have made a donation of single cleft lip surgery, $240, or higher. Across the team, more than 4500 calls were made to our donors to thank them for helping us transform the lives of children. Now making calls to DRTV pledgers – will be tracking response to see if call within 1 week of giving improves fulfillment rate.
  • Thank You Strategy Multiple Touch Points
  • Thank A Thon Donors who fall outside the TY Strategy Entire HQ staff Calling donors to thank Positive feedback from staff – will implement quarterly
  • Retention of cancelling donors Offering other ways to remain engaged with Operation Smile
  • Offering ways to remain engaged with Operation Smile, being sensitive to donors desire to help and current financial situation.
  • TEST programs that provide a return on relationship – not necessarily a high short term ROI. EOY Online Tax Receipts - test 94% Positive Response last year, generated additional $20K in revenue With new web platform, created our own internal program to provide this service and expand to donors who have not given us their e-mail
  • Recap Key Takeaways
  • DMANF Presentation – Breaking through the Noise Part II January 2009 World Travel Holdings Case Study – Karen Reynolds, Director of Customer Service REQUIRED PREP:
  • DMANF Presentation – Breaking through the Noise Part II January 2009 Operation Smile Case Study – Jann Schultz, Director of Donor Relations REQUIRED PREP: RED and GREEN ½ sheets of paper, 1 of each on each chair. To be used in the first activity.
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  • Transcript

    • 1. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference Breaking Through the Noise Part II How our donors break through the noise to engage with us!
    • 2. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference Panel • Polly Craik, Moderator • Jann Schultz, Operation Smile • Karen Reynolds, World Travel Holdings • Angie Moore, American Cancer Society
    • 3. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference Jann P. Schultz, Director of Donor Relations How our donors break through the noise to engage with us!
    • 4. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference
    • 5. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference What do these FACTS mean?
    • 6. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference Operation Smile • Established a full service Donor Relations Team • Purpose – To effectively nurture and efficiently build long lasting relationships with our constituents who financially support, volunteer and advocate for Operation Smile.
    • 7. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference Operation Smile Donor First Philosophy To serve the donor with the same exceptional care that Operation Smile provides to children and their families around the world.
    • 8. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference Documented Donor Interactions • Actions added as of 11/21/2008: 32,348 • Actions added in 2007: 20,556 • Actions added in 2006: 13,716 • Actions added in 2005: 4,794 Expectation: all donor interactions by phone, e- mail, meeting, etc. will be documented in RE
    • 9. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference So what are our donors saying? • 23% - Customer Service Requests – 2400+ responses to DM exception mail & correspondence • 8% - New Donation or donation status • 6% - Updates to Mailing Status – 741 “Do Not Mail” – 222 Address Change alert from donors
    • 10. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference Making their voice heard… • They want to ‘manage’ their direct response interactions – We make it possible to meet their requests, not simply ALL or NONE – Online, have multiple options & personalization – Offline, variety of attributes and solicit codes we use to flag record with the donor request • Requires solid database management skills – and training of teams using the system.
    • 11. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference Donors want to help… • 6% - Grassroots Fundraising
    • 12. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference Grassroots Fundraising
    • 13. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference Outreach to Donors • 23% - Thank You Calls & hand written notes
    • 14. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference Donor Relations Team Thank You Calls or Handwritten Notes $240 - $999 Development Services Team Thank You Calls or Handwritten Notes $1,000 - $4,999 Donor Database Team All donations receive Tax Receipt/Acknowledgement from Operation Smile Development Directors Thank You Calls and Handwritten Notes Office of the Co-founders Thank You Calls and/or Notes $5,000+ Special Handling $10,000+ and special requests Events Thank You Notes from Organizers v. Sept 08
    • 15. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference What about the rest of our donors? • To reach our donors who give $25-$239 • Engaged ALL our HQ staff…including Programs and Admin • Quarterly…
    • 16. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference The largest volume of calls dedicated to our Donor Loyalty and Retention Programs • 31% of calls are dedicated to donor retention efforts • 7,600+ inbound and outbound calls – 5,300+ calls made to CC decline, lapsed pledges – 1,500+ calls for sustainer program cancellations
    • 17. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference SAVES Strategy • Level One – retention of donor at current level of giving – Option - provide alternate method for giving • Level Two – retention of donor at reduced level of giving • Level Three – retention of donor as a fundraiser – Option – grassroots fundraising on behalf of OS • Level Four – retention of donor as a supporter – Option – raise awareness, hold collections, volunteer
    • 18. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference Back by Popular Demand • Electronic EOY tax receipt • 94% positive rating when tested last year • Multi-channel to reach more donors
    • 19. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference Key Takeaways • Define exceptional customer service expectations and implement across your organization – Donor First Program • Establish a team focused on building relationships and retaining donors – Provide them with the tools and training they need • Establish expectations for capturing donor interactions, track and report
    • 20. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference Listen & respond to your donors • Allow for flexibility within your program so donors can define direct response interactions • Provide tools for donor fundraising efforts • Properly thank your donors – and listen to what they have to say when you call! • Train your staff to retain donors – offering alternatives for donors to remain engaged • Test new ROR programs and roll out with positive response
    • 21. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference Sources • Accenture Survey, July-August 2008 – http://www.directmag.com/crm/poor-service- not-price-survey-1999 • Non-Profit Sector in Brief, May 2008 – Urban Institute and National Center for Charitable Statistics
    • 22. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference Speaker Contact Info: Jann P. Schultz, Director of Donor Relations Operation Smile Global Headquarters: 6435 Tidewater Drive, Norfolk, Virginia, USA 757-321-7645 jschultz@operationsmile.org Twitter: @jannschultz LinkedIn: Jann Schultz
    • 23. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference Karen Reynolds, Director of Customer Service World Travel Holdings How our donors break through the noise to engage with us!
    • 24. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference World Travel Holdings is one of the nation’s largest online and offline leisure travel companies Owned Brands: Partner Brands:
    • 25. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference What we do…
    • 26. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference How we listen to our customers…
    • 27. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference Cruise Product How well did this cruise meet your expectations? Both individual ships and cruise line as a whole are rated on a 1-7 scale Comments •Best performing products •Products experiencing difficulty •Comment themes Cruise Product Team Cruise Line Execs Sales and Service Teams Web Intranet Customers
    • 28. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference Q3 Highest Rated Ships (of ships with 25+ survey responses) Survey Score Q3 2007 (1- 7scale) Survey Score Q3 2008 # of CR cases durin g Q3 RCC Mariner of the Seas 6.05 (92) 6.24 (41) 2 RCC Liberty of the Seas * + 6.20 (46) 6.05 (40) 1 HAL Oosterdam 6.25 (12) 5.96 (28) 0 CCL Inspiration 5.59 (29) 5.91 (33) 1 CCL Conquest 5.94 (33) 5.89 (27) 2 CCL Victory 5.11 (98) 5.86 (37) 4 How well did this cruise meet your expectations? 1 2 3 4 5 6 7 Not at all Exceeded     
    • 29. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference Top 20 ShipsTop 20 Ships Past six monthsPast six months Ship scoring: •Survey: •5.50 or better (out of 7) •At least 20 responses •CR cases: •.50 or better complaint ratio •Reviews: •4.60 or better (out of 6) •At least 10 reviews Ship Comp vs. Dept Review Score Survey Score Promoter Score (1 – 7) DCL Disney Wonder 0.15% 5.41 (34) 6.02 (33) 6.12 RCC Freedom of the Seas 0.19% 5.21 (24) 6.18 (49) 5.63 RCC Liberty of the Seas 0.13% 5.21 (34) 6.11 (85) 6.06 HAL Oosterdam 0.00% 5.17 (30) 6.00 (68) 6.35 RCC Rhapsody of the Seas 0.00% 5.08 (12) 6.05 (22) 5.91 CCL Carnival Legend 0.09% 5.04 (54) 5.95 (116) 5.89 HAL Westerdam 0.10% 5.00 (25) 5.82 (45) 5.62 RCC Mariner of the Seas 0.13% 4.90 (40) 6.07 (109) 6.16 RCC Voyager of the Seas 0.19% 4.86 (21) 6.21 (39) 6.10 RCC Adventure of the Seas 0.14% 4.83 (30) 5.74 (66) 5.88
    • 30. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference Problem Resolution – Any score of 3 or lower is addressed personally with a return email or a follow-up call – Problem is worked until customer is satisfied
    • 31. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference Example of problem resolution: I would like to see the following: -Credit towards final invoice -Discount that was promised, 15%, on shore excursions that we booked while on ship. -The Kids Club service was horrendous on the ship. Would like for you to complain to Carnival.
    • 32. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference Agent Feedback and Recognition Bruce, I would like to take a moment of your time to thank you for the excellent customer service I have been receiving from Margo. Over the course of this year I have had many horrifying experiences with customer service departments from many different companies. Working with Margo has been such a breath of fresh air for me. She has been so helpful and enjoyable to work with during what could have been a much worse situation. Margo and I are still working on resolving some issues with another company and I am glad she is my agent! Thanks again!
    • 33. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference Customer Reviews www.cruisesonly.com
    • 34. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference Average Disney Wonder Rating Pros: Great organization by Cruises Only and Disney Cruises Cons: no negatives As first time cruisers we really appreciate the great communication and organization by Cruises only and Disney. We are very satisfied and would highly recommend Cruises Only and Disney Cruise Lines Great Cruise by Mitch H from Charlotte, NC Sailing date: Dec 2008
    • 35. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference Customer Service Suggestion Box – Allows CS agents to pass along direct feedback from customers once their call has ended – Allows CS agents to ask questions, make suggestions or express concern anonymously
    • 36. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference Suggestion Box example: In Customer Service we received a lot of calls regarding Advanced Guest forms. Each of us seems to have a different level of knowledge about each of the different cruise line forms. I've learned the quirks of some of them, realized that others could benefit from perhaps more hands on to each of them. Some of my coworkers may never have cruised or prefer to leave the passengers to do their own. It would help us and the passengers if we all had some working knowledge of each one. Perhaps a study?
    • 37. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference Recommendations: If you are going to collect feedback from customers, use it! – Take action on negative items – Share positive responses with those involved and with management Use customer feedback in methods that are visible to the customer – Contact customers regarding negative replies – Post reviews, customer comments, etc. Consider both external and internal customers – Internal customers’ (coworkers, employees, etc) feedback can help the organization learn and grow as well
    • 38. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference Speaker Contact Info: Karen Reynolds, Director of Customer Service World Travel Holdings 2875 Sabre Street, Suite 300 Virginia Beach, VA 23454 757-233-5387 kreynolds@wth.com
    • 39. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference Breaking Through the Noise Part II How our donors constituents break through the noise to engage with us!
    • 40. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference American Cancer Society • $1 billion in annual revenue ~ strong brand awareness and confidence • Dedicated to eliminating cancer as a major health problem by preventing cancer, saving lives, and diminishing suffering from cancer, through research, education, advocacy, and service. • Constituent base includes cancer patients, caregivers, survivors, donors, volunteers, advocates, special event participants, medical professionals, children, etc. • Over 63 million constituents in constituent database – 22 million actively engaged over the last 36 months.
    • 41. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference Constituent Relationship Management Experiences “Remember Me” “Be Relevant” “Listen to Me” Loyalty Satisfaction Commitment Opinions Word-of-Mouth Referrals “Meet my needs” “Follow-through”
    • 42. CONSTITUENT FOCUS REMEMBER UNDERSTAND ACT & IMPROVE TOOLS SIEBEL VOICE MEASUREMENT ORGANIZATION VERTICAL HORIZONTAL ORGANIZE AROUND CONSTITUENT PROCESSES CONVENIENT FOR SOCIETY BUILT FOR CONSTITUENT METRICS SOCIETY-SPECIFIC CONSTITUENT-BASED: Satisfaction Relevance Refer & Recommend Retention Broaden Constituent-CentricSociety-Centric Our Evolution….
    • 43. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference The Society Providing Exceptional Relationships…  Enhancing the Customer Experience  Creating a “Learning” Relationship  Cross Selling  Presenting “One” Organization  Providing Choice  Protecting privacy & preferences Constituents Leads to…  More lives saved  More mission moved  More money  More volunteers  More advocates  Higher customer satisfaction  Higher renewal & retention
    • 44. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference Our “View”
    • 45. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference The View We Needed
    • 46. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference CHALLENGES • “Knowing” our constituents • Lack of “integration” across the enterprise • Donor retention • Segmentation conflicts • Data capture • Data “sharing” and organizational intelligence OPPORTUNITIES • Validate marketing strategies • Decrease redundancies • Increase net revenue • Integrate the cancer continuum and the fundraising continuum • Drive return on CRM system investment
    • 47. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference 3% 2% 20% 26% 49% 5% 5% 24% 26% 40% 0% 10% 20% 30% 40% 50% 60% 70% Very Dissatisfied 2 3 4 Very Satisfied Donors The Rude Awakening Survivors
    • 48. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference 0% 10% 20% 40% 60% 80% 100% Poor Fair Good Excellent Zone of Defection Zone of Indifference Loyalty 0% 10% 20% 40% 60% 80% 100% Poor Fair Good Excellent Zone of Defection Zone of Indifference Loyalty The Reason to Worry
    • 49. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference The “Burning Platform” versus The “Carrot”
    • 50. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference Greater Satisfaction = Greater Commitment $0 $20 $40 $60 $80 $100 $120 3 (Neutral) 4 5 (Very Satisfied) Higher Donor Satisfaction Leads to Larger Donations…
    • 51. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference 0.0 0.2 0.4 0.6 0.8 1.0 1.2 1.4 1.6 1.8 3 (Neutral) 4 5 (Very Satisfied) …more gifts per year... Greater Satisfaction = Greater Commitment
    • 52. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 3 (Neutral) 4 5 (Very Satisfied) …higher likelihood of donating again…. Greater Satisfaction = Greater Commitment
    • 53. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference 0% 10% 20% 30% 40% 50% 60% 70% Volunteerism Advocacy Event Participation …and greater engagement Greater Satisfaction = Greater Commitment
    • 54. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference Constituent Relationship Management (CRM) is a strategy for building and maintaining the relationships that are key to accomplishing our mission through strategic data capture and analysis, relationship strategies, and customized marketing. Constituent Care is a CRM strategy which involves segmenting our constituents and activating an annual, strategic planning process across the enterprise to drive greater satisfaction and stronger relationships through improved communications and decision making.
    • 55. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference The “Constituent Care” Hypothesis By focusing on constituents and taking “care” of those relationships, we will…… – Ensure a consistent, positive constituent experience – Increase constituent retention, loyalty & satisfaction – Optimize relationships through thoughtful & targeted offerings – Increase fundraising productivity & ROI – Increase ROR ~ “return on the relationship”
    • 56. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference Constituent Care • Two-Year pilot with 18 states • Founded in market research • New segmentation introduced – “affinity-based” model using all engagements – 6 affinity segments and 2 lifecycle segment • Communication cataloging across all levels to drive constituent-based communication strategy & planning • Decision-making & processes assessment around what is communicated, when, and to whom • Relationship-building communications deployed with no asks
    • 57. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference Measurement • Movement from one affinity segment to another – up and down • Movement into and out of high-affinity segments for rapid response • Increase in annual worth • Relationship retention improvement • Conversion from non-donor to donor • Conversion from non-volunteer to volunteer
    • 58. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference Status • Processes deployed successfully • Retention and annual worth statistics are showing greater improvement than non-care Divisions/states • Full results ready later in 2009
    • 59. 2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference2009 Annual Washington Nonprofit Conference Thank You Angie C. Moore Managing Director, CRM American Cancer Society Angie.Moore@Cancer.org