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Creating Loyalty Through Experiencewww.customerexperience101.blogspot.comTwitter: bridgetlbrandtBridget L. Brandt<br />
About me<br />https://about.me/bridgetlbrandt<br />
Sage, 30 years of experience<br />
Agenda<br /><ul><li>Identify your current donor experience
Evaluate your current donor experience
Enhance your current donor experience
Strategy & Planning
Real World Tips and Techniques</li></ul>(Yes, it is that simple.)<br />
Identify<br />Evaluate<br />Enhance <br />Real World Examples<br />
Our Program<br />Identify<br />Evaluate<br />Enhance <br />Real World Examples<br />Treat customers like we would like to ...
Identify<br />Evaluate<br />Enhance <br />Real World Examples<br />So…what is your experience like today?  <br />Do you re...
Identify<br />Evaluate<br />Enhance <br />Real World Examples<br />How to Identify & Evaluate Your Experience<br />Get mor...
Identify<br />Evaluate<br />Enhance <br />Real World Examples<br />
Identify<br />Evaluate<br />Enhance <br />Real World Examples<br />How to Enhance Your Donor Experience<br />1. Establish ...
Identify<br />Evaluate<br />Enhance <br />Real World Examples<br />Enhancing Experience in the Real World<br />
Identify<br />Evaluate<br />Enhance <br />Real World Examples<br />Enhancing Experience in the Real World<br />Employees: ...
Identify<br />Evaluate<br />Enhance <br />Real World Examples<br />Enhancing Experience in the Real World<br />Volunteers:...
Provide them with the tools they need to share our story
Be available, open, and honest</li></li></ul><li>Identify<br />Evaluate<br />Enhance <br />Real World Examples<br />Enhanc...
Think about “What’s in it for me?”
Engage, do something that creates the need for participation</li></ul>Social Media: What are you doing with it?  What are ...
http://www.youtube.com/watch?v=4-94JhLEiN0
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2011webcastenhancingcustomerexperience 110726165759-phpapp02[1]

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  • About Sage Nonprofit SolutionsSage Nonprofit Solutions has been serving nonprofit and governmental organizations for more than 30 years. Sage currently helps more than 3.1 million small and midsized businesses, including more than 32,000 unique not-for-profit organizations, in the U.S. and Canada increase efficiency and more easily manage their operations through the use of technology. From fund accounting, donor and fundraising management, and fixed asset management, to online donation processing, human resources (HR), payroll, and health care, Sage offers a software product or service to meet the organization’s need.
  • Transcript of "2011webcastenhancingcustomerexperience 110726165759-phpapp02[1]"

    1. 1. Creating Loyalty Through Experiencewww.customerexperience101.blogspot.comTwitter: bridgetlbrandtBridget L. Brandt<br />
    2. 2. About me<br />https://about.me/bridgetlbrandt<br />
    3. 3. Sage, 30 years of experience<br />
    4. 4. Agenda<br /><ul><li>Identify your current donor experience
    5. 5. Evaluate your current donor experience
    6. 6. Enhance your current donor experience
    7. 7. Strategy & Planning
    8. 8. Real World Tips and Techniques</li></ul>(Yes, it is that simple.)<br />
    9. 9. Identify<br />Evaluate<br />Enhance <br />Real World Examples<br />
    10. 10. Our Program<br />Identify<br />Evaluate<br />Enhance <br />Real World Examples<br />Treat customers like we would like to be treated<br />Program consists of many elements:<br />Series of e-mails and direct mails designed to help new customers be successful.<br />Annual thank-you programs<br />“Love Bombs”<br />Making decisions that replicate how we would want to be treated.<br />Results:<br />4X the revenue for customers in the program.<br />
    11. 11. Identify<br />Evaluate<br />Enhance <br />Real World Examples<br />So…what is your experience like today? <br />Do you really know what it is like to work with your organization? <br />You should.<br />
    12. 12. Identify<br />Evaluate<br />Enhance <br />Real World Examples<br />How to Identify & Evaluate Your Experience<br />Get more information<br />Act like a donor/customer<br />Get someone else to act like a donor<br />Listen to your staff and volunteers<br />Survey-See appendix for tips<br />Research-Understand your current donors<br />Examine all of your touch points<br />Be honest when you evaluate yourself and don’t punish people for that honesty.<br />Accept the truth <br />
    13. 13. Identify<br />Evaluate<br />Enhance <br />Real World Examples<br />
    14. 14. Identify<br />Evaluate<br />Enhance <br />Real World Examples<br />How to Enhance Your Donor Experience<br />1. Establish a plan after you understand the value of the base.<br />What are you trying to solve for? Recurring gifts, new donors, loyalty, etc…?<br />2. Consider a pilot – to provide proof of concept.<br />3. Review and Revise – Donors change, economy changes, patterns change….review and revise your strategy.<br />
    15. 15. Identify<br />Evaluate<br />Enhance <br />Real World Examples<br />Enhancing Experience in the Real World<br />
    16. 16. Identify<br />Evaluate<br />Enhance <br />Real World Examples<br />Enhancing Experience in the Real World<br />Employees: 92% of loyal employees will go above and beyond the call of duty**<br />Top Five Drivers of Loyalty <br />**Walker Information Group, http://www.walkerinformation.com/pics/wlr/Employee_ExecSumm_07.pdf<br />
    17. 17. Identify<br />Evaluate<br />Enhance <br />Real World Examples<br />Enhancing Experience in the Real World<br />Volunteers: They are you.<br />Make sure they understand they represent you & what that means.<br /><ul><li>Provide talking points, not scripts
    18. 18. Provide them with the tools they need to share our story
    19. 19. Be available, open, and honest</li></li></ul><li>Identify<br />Evaluate<br />Enhance <br />Real World Examples<br />Enhancing Experience in the Real World<br />Mailings: Are your mailings making an impression?<br /><ul><li>Be Interesting
    20. 20. Think about “What’s in it for me?”
    21. 21. Engage, do something that creates the need for participation</li></ul>Social Media: What are you doing with it? What are your donors doing with it?<br /><ul><li>http://www.youtube.com/watch?v=5YGc4zOqozo
    22. 22. http://www.youtube.com/watch?v=4-94JhLEiN0
    23. 23. http://www.youtube.com/watch?v=LHGuofPUnLo</li></li></ul><li>Identify<br />Evaluate<br />Enhance <br />Real World Examples<br />Enhancing Experience in the Real World<br />Facebook Reveal Page<br />Facebook Donation Widget<br />Others doing this well:<br />http://www.facebook.com/Tortuga.Day.Spa.and.Salon<br />
    24. 24. Identify<br />Evaluate<br />Enhance <br />Real World Examples<br />Enhancing Experience in the Real World<br />Tips:<br /><ul><li>Be interesting
    25. 25. Use pictures
    26. 26. Use Hootsuite</li></ul>Want more info and stats: http://favoritethingsforacause.wordpress.com/2011/06/04/very-few-charities-are-taking-advantage-of-social-media-fundraisers/<br />
    27. 27. Identify<br />Evaluate<br />Enhance <br />Real World Examples<br />Enhancing Experience in the Real World<br />Website: Does your website share your mission and bring in donations? Is it Viral? Can it be Shared?*<br />Tips: <br />Only 43% of websites include a description of the nonprofit organization’s goals and objectives <br />Only 4% of nonprofit Web sites state on their home pages how they use donations. <br />In 17% of the sites people were unable to find where they could make a donation.<br />Make it easy to donate online—one click.<br /><ul><li>Confusing Web Sites Discourage Donors From Online Giving, http://www.nngroup.com/reports/donations/
    28. 28. *Data provided by Internet research firm Nielsen Norman Group</li></li></ul><li> charitywater.org<br />Does it deliver?<br />Impact <br />Success<br />Details on org<br />Accountability<br />
    29. 29. Best Practices—Progress Bar, Interesting Donation Page<br />
    30. 30. Identify<br />Evaluate<br />Enhance <br />Real World Examples<br />Enhancing Experience in the Real World<br />Things to remember:<br /><ul><li>Do what you say you are going to do!</li></ul> “There’s a disconnect between what organizations <br /> say and what they do.”<br /><ul><li>Enhancing experience is “easy” think about what makes working with your organization effortless and then make it happen.</li></ul>*The Customer Experience IQ (CEIQ) study, conducted jointly by Vovici and CGA<br />
    31. 31.  <br /> <br />Thank-you!<br />Bridget L. Brandt Director of Marketing, Nonprofit Solutions<br />Sage Business Solutions<br />bridget.brandt@sage.com<br />SLIDES ARE AT: <br />
    32. 32. Added Value: Survey Tips<br />Identify<br />Evaluate<br />Enhance <br />Real World Examples<br /><ul><li>Don’t over survey your customers
    33. 33. Make a plan—how many people in your organization are surveying? Centralize the process.
    34. 34. Write a short questionnaire
    35. 35. Use simple words
    36. 36. Relax your grammar
    37. 37. Assure a common understanding –Don’t use terms specific to your organization
    38. 38. Don't write leading question- You want honesty, to truly identify
    39. 39. Don't make the list of choices too long
    40. 40. Avoid difficult concepts
    41. 41. Avoid difficult recall questions
    42. 42. Put your questions in a logical order
    43. 43. Pre-test your survey
    44. 44. Cover memo or introduction- tell them why you are surveying
    45. 45. Use some open ended questions-You want to provide an opportunity to tell you more, good and bad.</li>
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