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2011webcastenhancingcustomerexperience 110726165759-phpapp02[1]
 

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.

2011webcastenhancingcustomerexperience 110726165759-phpapp02[1] 2011webcastenhancingcustomerexperience 110726165759-phpapp02[1] Presentation Transcript

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