NRB Research Symposium - Dirk Rinker


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  • Broadcast donors are more likely to give as Altruists or Repayers than any other giving style. Communitarians give out of belonging to a social community The Devout give good because it is God's will or a moral obligation. Investors see philanthropy as "good business." Socialites do good work because it can be fun. Altruists give because it provides a sense of purpose and personal fulfillment. Repayers do good in return for what they have received in life. Dynasts see philanthropy as a family tradition.
  • Seven Faces of Philanthropy – by Prince and File, published by Jossey Bass. The “faces” are Communitarians, the Devout, Investors, Socialites, Altruists, Repayers and Dynasts. Communitarians give out of belonging to a social community The Devout give good because it is God's will or a moral obligation. Investors see philanthropy as "good business." Socialites do good work because it can be fun. Altruists give because it provides a sense of purpose and personal fulfillment. Repayers do good in return for what they have received in life. Dynasts see philanthropy as a family tradition.
  • This familiarity is undoubtedly channel-driven, spurred by interesting, appealing and caring personalities. Broadcast ministries should leverage this advantage by appealing to donors with the voice of the dominant on-air personality across all media the ministry utilizes for donor communications. To be effective, non-broadcast ministries must also write to donors in the first person and use a consistent signer that donors identify as being ultimately influential in the work of the ministry.
  • Reputation is more important to broadcast donors prior to a first gift than it is to non-broadcast donors. Broadcast ministries (perhaps more than others) must clearly convey independent, third-party endorsements and bona-fides such as BBB, ECFA, Charity Navigator or others in their on-air appeals. Broadcast ministries might do better at explaining how the donors’ gifts make a difference.
  • Non-broadcast donors might be more willing to support a different organization if it more closely matches their need for reputation or end results.
  • What is a promoter? Someone who says they are extremely likely to recommend your organization, product or service to someone else. The concept of the Net Promoter Score is discussed fully in the book “the Ultimate Question” by Fred Reicheld and published by Harvard Business Press.
  • Organizations have long recognized the value in securing personal endorsements toward obtaining first-time gifts from new donors. One of the first and most important steps might be to simply ask donors to mention the organization, or prompt donors with conversation starters as a way to get them talking among their friends and colleagues. This shows that broadcast ministries are in a better position than non-broadcast groups to capitalize on generating word of mouth with their existing donor relationships. However, they have a long way to go toward establishing a comparably large group of promoters compared to other established brands.
  • So, now that you as a broadcast donor know what you need to do, I’m going to tell you how to accomplish that task. There are tools available that will tell you specifically what you need to do to improve the potential for your donors to be a promoter. It all starts with nine essential service quality factors.
  • These are the five highest out of nine service quality factors that have the strongest association with repeat giving. Donors to non-broadcast ministries are more satisfied with how the organization informs them of how their money is spent (4.1 out of 5 vs. 3.8) Donors to broadcast ministries are more satisfied with how the ministry they support cares about their needs, offers them choice in communications and gives them opportunities to support their work in non-financial ways. Others: Thanking me appropriately, Recognizing the contribution(s) I’ve made in the past, Making it clear why my continued support is needed, and Using an appropriate style/tone in their communications
  • What does your organization currently do to measure donor engagement, delight or satisfaction? How could we communicate the messages that engage donors more effectively? How could our organization turn our donors into promoters?
  • NRB Research Symposium - Dirk Rinker

    1. 1. Honing Your Fundraising Message NRB Research Symposium 2011 Presented by Dirk Rinker, President of Campbell Rinker
    2. 2. Understanding your Donors’ Giving Styles
    3. 3. Reasons for Giving
    4. 4. Reasons for Giving <ul><li>Donors to broadcast ministries are much more likely to say they give because “I’ve been helped myself” or “because it makes me feel good,” suggesting an attitude of giving back on the one hand, and gaining pleasure from the gift in the other. </li></ul><ul><ul><li>This suggests the giving is being driven by emotionalism over loyalty. </li></ul></ul><ul><li>Donors to non-broadcast ministries agree, but are likelier to say they give because “it’s a family tradition” (23% vs. 15%) or because “someone asked me” (24% vs. 18%). </li></ul>
    5. 5. Giving Flexibility
    6. 6. Giving Flexibility <ul><li>Donors to broadcast ministries exhibit more flexibility with regard to the organizations they support: 54% of them say they know which charities they like to support, but sometimes give to others, compared to just 46% of donors who prefer to support non-broadcast ministries. </li></ul>
    7. 7. Planning when to Give
    8. 8. Planning when to Give <ul><li>A higher percentage of broadcast ministry donors say they set their charitable budget in advance but occasionally give extra as the need arises (44% vs. 37% for donors to non-broadcast ministries). </li></ul><ul><ul><li>Broadcast ministry donors are slightly more open to giving at least an initial first-time gift to another ministry, broadcast or not. </li></ul></ul><ul><ul><li>This is ample reason for ministries to develop and emphasize a set of qualities that set your ministry apart. </li></ul></ul>
    9. 9. Ministry Perceptions
    10. 10. Familiarity with Ministry
    11. 11. Familiarity with Ministry <ul><li>Broadcast ministry donors claim to be much more familiar with the ministries they support (70% very or somewhat familiar vs. 30% for non-broadcast ministries). </li></ul><ul><li>In contrast, 58% of donors to non-broadcast ministries are “not at all familiar” with the organization, compared to just 21% of broadcast ministry donors. </li></ul><ul><ul><li>Leverage the broadcast advantage by appealing in the voice of the dominant on-air personality across all media. </li></ul></ul><ul><ul><li>Write in the first person, and use a consistent signer. </li></ul></ul>
    12. 12. Motivation for First Gift
    13. 13. Motivation for First Gift <ul><li>The most visible single factor motivating a first gift to broadcast and non-broadcast ministries alike is knowing that the gift will make a difference (74% and 83% agree, respectively), followed by the reputation of the ministry (73% vs. 54% agree). </li></ul><ul><li>Where broadcast and non-broadcast donors diverge is where broadcast donors are far more likely to say they first gave because they felt ministered to (58% vs. 16%). The clear message here is that on-air ministries must not neglect efforts to minister to viewers and listeners. </li></ul>
    14. 14. Motivation for Continued Giving
    15. 15. Motivation for Continued Giving <ul><li>As first time ministry donors continue giving, twice as many who support broadcast ministries say they give to cover the cost of a product they received compared to non-broadcast donors (48% vs. 23%). </li></ul><ul><li>All donors look for good reasons to support a ministry (93% for non-broadcast vs. 85% for broadcast). </li></ul><ul><li>Broadcast donors show greater loyalty, being slightly less likely to give where their money can go farther (73% vs. 84%). </li></ul><ul><ul><li>Still, take any opportunity you can to show the donor you’re delivering on their “investment” in your ministry. </li></ul></ul>
    16. 16. Turning Donors into Promoters
    17. 17. Donor Loyalty
    18. 18. Donor Loyalty <ul><li>Donors to broadcast ministries are significantly more likely to say that a broadcast ministry they’ve given to is one of their top three favorite charities (53%). </li></ul><ul><li>In contrast, just a third of donors to non-broadcast ministries are willing to say the same (34%). </li></ul>
    19. 19. Donor Delight
    20. 20. Donor Delight <ul><li>Broadcast ministry donors are twice as likely to say the ministry has exceeded their expectations since their last gift (20% vs. 11%). The average for all donors nationally is 13%. </li></ul><ul><li>Broadcast ministries could do a better job at telling donors exactly how their gifts have been used – delivering on the implicit promise the ministry makes when it asks for the funds in the first place. </li></ul><ul><li>Non-broadcast ministries could do a much better job at caring for their donors and their needs, allowing donors to express their support in ways outside of giving, and permitting donors to opt into various communications channels. </li></ul>
    21. 21. Recommending the Ministry
    22. 22. Recommending the Ministry <ul><li>Broadcast donors are twice as likely to recommend them to friends or family members compared to non-broadcast ministry donors. </li></ul><ul><li>Broadcast ministries earn a Net Promoter Score™ of 7% from donors. Non-broadcast ministries get a score of –59 %. </li></ul><ul><li>The best customer-driven organizations earn Net Promoter Scores in the range of 90+. A score of 30-40 is typical of donor-based organizations, with the best organizations getting scores in the 70s. </li></ul>
    23. 23. Service Quality Factors
    24. 24. Satisfaction with Ministry <ul><li>Campbell Rinker measures donor satisfaction using nine universal service quality factors. These particular factors are statistically proven to have the strongest association with repeat giving. </li></ul><ul><li>Donors are roughly equivalent in terms of their level of satisfaction: 78.3 out of 100 for broadcast ministry donors vs. 75.5 for donors to non-broadcast ministries. </li></ul><ul><li>However, on deeper examination, donors to broadcast ministries demonstrate different needs and areas of high satisfaction compared to non-broadcast donors... </li></ul>
    25. 25. Satisfaction with Ministry
    26. 26. Satisfaction with Ministry <ul><li>Broadcast ministries tend to do better in most critical service quality areas than non-broadcast ministries. The mean scores are generally higher, and where non-broadcast ministries actually do better, the gap between the two score types is less. </li></ul><ul><li>This means that broadcast ministries do better at serving their donors’ needs, and as a result are likely to experience higher donor renewal, stronger lifetime donor value and lower attrition. </li></ul>
    27. 27. Notes on Study Methodology
    28. 28. Methodology <ul><li>Findings are based on the results of multiple surveys conducted by Campbell Rinker on its own and in collaboration with ministry development specialists BBS and Associates. </li></ul><ul><li>Results were collected, by phone and online, among thousands of multi-gift donors to broadcast and non-broadcast ministries over the past several years. </li></ul><ul><li>Surveys revealed the name of the organization so the donor could respond appropriately, and ministries typically supplied the donor names for contact. </li></ul><ul><li>The mean age for broadcast ministry donors in this meta-analysis was 54, compared with a mean age 67 for non-broadcast donors. </li></ul>
    29. 29. Q & A Presentation available for download at Check for updates and new releases from the DonorPulse Study and Donor Confidence Report Honing Your Fundraising Message