Developing Donor Loyalty in the Digital Age IFC 2013
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This presentation covers the principles of loyalty economics in the context of fundraising and relationship management in the digital age. Theory, tools and practice will be presented. It should encourage the building of strategy addressing donor loyalty as an organisational objective.
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Developing Donor Loyalty in the Digital Age IFC 2013
- 1. Developing Donor Loyalty in the Digital Age Colin Habberton Director: Global Partnerships GivenGain Foundation colin@givengain.com +27 71 401 2434 @relatomics
- 2. Introduction to the Session This session will cover the principles of loyalty economics in the context of fundraising and relationship management in the digital age. Theory, tools and practice will be presented. Outcomes will include the ability to build strategy addressing donor loyalty as a strategic imperative.
- 3. Overview of the Session Introduction Setting Objectives The Digital Age Loyalty Economics Relationship Management Donor Loyalty Case Studies Insights Q&A
- 4. Introduction to the Speaker
- 5. Introduction to the Speaker
- 6. Setting Objectives • The principles of loyalty economics • How they apply to donors, both individual and institutional • How these principles can be understood and applied using digital tools • The opportunities and challenges of developing donor loyalty in the 21st Century • Others?
- 7. The Digital Age: In 60 Seconds… (Source: Qmee & My Clever Agency, 2013)
- 8. The Digital Age: Macro Themes 1. 2. 3. 4. 5. 6. 7. 8. 9. ‘Smart’ Devicing Real-time Access Timeless Time Placeless Space The Cloud Flexibility Social Networks Global Village Millenials?!
- 9. Loyalty
- 10. Loyalty: Steps of Commitment (Source: CIMS UK, 2004)
- 11. Loyalty Economics? (Source: Reichheld, 2006,2011)
- 12. Loyalty Economics: Lifetime Value (Source: Adapted from Reichheld 1996, 2001)
- 13. Loyalty Economics: Value Chains (Source: Habberton, 2005)
- 14. Loyalty: A Virtuous Value Chain Investor returns/reinvestment Business er f I n f i ci e no va nci tio es & n Co st E Superior Products Conditions Value Added Market & Industry Benefits om nce st e Cu llig te In Co m Op pen sa po rtu tio n ni & t ie s Legal & Ethical Regulations S Pr upe od r uc ior tiv it y Environmental Concerns Tu rn ove r Employee or er i up S ice erv S Profile Spend & i lm e nt Referral Assurance Loyalty & Fu lf Quality & Incentives Partner Training k bac eed F Customer Community Responsibilities marketing/mindshare Competitor (Source: Habberton, 2005)
- 15. Loyalty: Virtuous Value Chain for Causes Board/Trustees delivery/governance Your Cause f In f ic i no e va nci tio es & n Co st E Superior Products Value Added Market & Sector Conditions Benefits r no nce Do ige l el nt I Co m Op pen s po rtu atio n ni & t ie s Legal & Ethical Regulations S Pr upe od r uc ior tiv it y Environmental Concerns Imp act Team io r per Su e vi c Ser Profile Donations & i lm ent Referral Assurance Loyalty & Fu lf Quality & Incentives Partner Training k bac eed F Donor Community Responsibilities marketing/mindshare Other Causes (Adapted: Habberton, 2005)
- 16. Intermission Q&A Stretch Body Break (Please don’t ;-) Smoke
- 20. Relationship Management: Lessons Recency, Frequency, Value Donor Lifetime Value Communication Segmentation Personal Dialogue Solving Problems Building Trust Then, Advocacy Maybe, Funding
- 21. Donor Loyalty?
- 22. Donor Loyalty vs Customer Loyalty Promise vs Product Personal vs Practical Emotional vs Rational ROI? ROE? Communication Engagement Problem Solving Trust
- 23. Case Studies: Charity Water Charity Water
- 24. Case Studies: WWF Rhino Raid Cause Gamification Launched April 2013 555 000 downloads 3 million gameplays 5 minute sessions Users: 18-25 Asia not Africa Shift of Purpose Impact Objectives
- 28. Learning Review • The principles of loyalty economics? • How they apply to individual and institutional donors? • How these principles can be understood and applied using digital tools? • The opportunities and challenges of developing donor loyalty in the 21st Century?
- 29. Tools & Resources • Your Community • • • • Connected Team Donor Lifetime Value Reputation Management Sentiment Analysis • Communicating Impact • • • • Social Media Strategy Digital Storytelling Video Production Skills Designers & Writers
- 30. Farewell - A Little Local Promotion… (Source: http://www.youtube.com/watch?v=a6W2ZMpsxhg)
- 31. Developing Donor Loyalty in the Digital Age Colin Habberton Director: Global Partnerships GivenGain Foundation colin@givengain.com +27 71 401 2434 @relatomics
Editor's Notes
- LINGUISTICS FOR ALPHA PROSPECTS Polarity (bias towards one or another point of view) Tonality (patterns of emotions expressed) Granularity (nuanced detail)