Understanding supporter commitment and benchmarking
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Understanding supporter commitment and benchmarking

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Understanding supporter commitment and benchmarking Understanding supporter commitment and benchmarking Presentation Transcript

  • Understanding supporter commitment and benchmarking
    • Jo Graham & John Whitehead
    • September 2010
    • Tel: 020 7426 8888
    • Email: jo.graham@nfpsynergy.net
    • Web: www.nfpsynergy.net
  • Agenda
    • Background to the charity market place
    • Changing patterns of giving
    • The database measures of loyalty
    • Research objectives and methodology
    • Assessing satisfaction and commitment
    • Next steps
  •   View slide
  • Background to the Charity Market Place View slide
  •  
  • Over half of WaterAid supporters also support at least two other development charities regularly. One in seven support at least five! Base: Postal survey, 2,000 WaterAid supporters, Britain, August 2008 Source: nfpSynergy “ Do you regularly support any of the following charities? “(List of development charities followed)
  •  
  • Changing Patterns of Giving
  • The Great Generation War Time Generation Baby Boomers Millennial Generation Generation X Live Births by Year
  •  
  •  
  • ? Source: nfpSynergy
  • The Database Dynamics of Loyalty
  •  
  •  
  • Considered Purchase Impulse Purchase
  •  
  •  
  • Importance of Retention and Attrition
    • A key database measure of commitment and engagement
    • A key to predicting future direct debit income
    • The primary determinant of long-term lifetime value
  •  
  • Five Key Performance Indicators for Retention
    • Monthly cancellations not to exceed 0.874% by either [a] numbers or [b] value.
    • Of those active 12 months ago, retention to equal or exceed 90.5%
    • Of those active 24 month ago, retention to equal or exceed 84.5%
    • Of those active 36 month ago, retention to equal or exceed 79.5%
  • Agenda
    • Background to the charity market place
    • Changing patterns of giving
    • The database measures of loyalty
    • Research objectives and methodology
    • Assessing satisfaction and commitment
    • Next steps
  • Research objectives and methodology
    • Desire to explore supporter satisfaction with a view to understanding commitment and track this over time
    • Two-stage process of qualitative and quantitative research
      • Replicable quantitative research, to provide a benchmark for ongoing tracking
      • Initial phase of qualitative research to hear from supporters in their own words about their views and perceptions
    • Qualitative research - focus groups of regular and potential supporters
    • Quantitative research - postal and online survey of supporters
  •  
  • “ As an engineer I know the solutions are simple and effective” “ Feel stronger about WaterAid than Oxfam – you feel more closely involved” “ Without water you’ve just got nothing” “ You know by supporting it that you’re actually supporting one thing with great effect” “ Arms length. I don’t contact them, they don’t contact me, and that’s fine by me”
  •  
  • Agenda
    • Background to the charity market place
    • Changing patterns of giving
    • The database measures of loyalty
    • Research objectives and methodology
    • Assessing satisfaction and commitment
    • Next steps
  • The groundwork for assessing satisfaction and commitment
    • Understanding of the work WaterAid does and motivated by this to support WaterAid
    • Perceptions of the effectiveness of WaterAid’s work
    • How supporters feel treated by WaterAid
  • 1. Understanding of the work WaterAid does and motivated by this to support WaterAid
    • “ Believe water and sanitation and basic human rights”
    • “ There is a clarity about WaterAid’s work that I like”
    • “ I like the way WaterAid applies simple technology to provide sustainable solutions”
    Knowledge Resonance and engagement
  • 2. Perceptions of the effectiveness of WaterAid’s work
    • Effectiveness/impact of donations
      • “ Believe my donations are having a positive impact”
      • “ The information WaterAid sends helps me to know how my donations are being spent”
    • Effectiveness of WaterAid’s work as a charity and how donations are spent
      • “ I have confidence that WaterAid is an effective charity”
      • “ I trust WaterAid to use my donations efficiently”
      • “ I am confident that my donation goes where it is needed most”
      • “ I think other charities may be just as capable of tackling water and sanitation problems”
      • “ I would like to be told more about the amount of money WaterAid spends on administration”
    Trust(1) K R & E
  • 3. “How I feel treated as a supporter of WaterAid”
    • “ Appreciating my donation whether big or small”
    • “ Giving me a range of ways to support WaterAid”
    • “ Not asking me to increase my donation too often”
    • “ Taking my wishes and needs as a supporter seriously”
    • “ Responding efficiently to any queries I may have”
    T2 T1 K R & E
  • Direct questions about commitment
    • “ Supporting WaterAid is important to me”
    • “ I am committed to WaterAid for the forseeable future”
    • “ I feel so committed to WaterAid I am interested in finding other ways to get involved”
    • “ I may stop supporting WaterAid soon”
    Satisfaction Commitment T K R & E
  • Building towards commitment Commitment
  • Agenda
    • Background to the charity market place
    • Changing patterns of giving
    • The database measures of loyalty
    • Research objectives and methodology
    • Assessing satisfaction and commitment
    • Next steps
  • What has WaterAid done as a result of this research?
    • Taken 5 key statements from across the survey to use as corporate KPI’s:
      • “ I believe my donations are having a positive impact”
      • “ I have confidence that WaterAid is an effective charity”
      • “ The information WaterAid sends helps me to know how my donations are being spent”
      • “ I trust WaterAid to use my donations efficiently”
      • “ I am committed to supporting WaterAid for the forseeable future”
  • Tracking study conducted every 15 months
    • Online only
    • Hold the majority of the study constant
    • Space for new learnings
  • What’s next?
    • External benchmarking?
    • Feel free to try it for yourself!
  • 2-6 Tenter Ground Spitalfields London E1 7NH (w) www.nfpsynergy.net (t) 020 7426 8888 (e) insight@nfpsynergy.net Registered office: 2-6 Tenter Ground Spitalfields London E1 7NH Registered in England No. 04387900 VAT Registration 839 8186 72