The systems and strategies behind donor motivation


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The systems and strategies behind donor motivation. Talk given at Blackbaud networking event.

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  • Any sense of the max# of expected regular donations
    The average gift of regular donations is small (£5-8) and stays relatively fixed
    Organizations need to find ways to upgrade these regular gift amounts?
    Anyone finding success at this? [ask someone at dinner & call on them]
    Operation Smile elevates average gift by asking donor to pay for operation
  • What % of in-person gifts are now one-offs? I thought most were regular gifts.
    Has event fundraising had much success in UK? Ask Steve?

    Identify and retain in your best donors
  • This would be something good to track over time. Are we reaching saturation point of regular givers? If more people each year say nothing would compel them to become regular givers
    Could convey theory of U.S. and UK one-off and regular giver percentages.

    Comment on preferring one-off donations. Will this grow over time?
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  • The systems and strategies behind donor motivation

    1. 1. 5/30/2014 Footer 1 BLACKBAUD INFORMAL NETWORKING EVENT The systems and strategies behind donor journeys Tuesday 27 November 2012
    2. 2. 5/30/2014 Blackbaud Confidential 2 AZADI SHERIDAN Welcome Product Manager, Blackbaud
    3. 3. 5/30/2014 Blackbaud Confidential 3 PROGRAMME FOR THE EVENING 18.30 Programme begins Insights from Michelle de Souza Insights from Dawn Varley 19.20 Q&A and discussion 19.50 More networking 20.30 Event finish
    4. 4. 5/30/2014 Blackbaud Confidential 4 DONOR PERSPECTIVES: HOW MANY SEPARATE CHARITIES HAVE YOU MADE DONATIONS TO? • 88% of respondents made one-off donations in past 12 months • 61% made regular donations to one or more charities in past 12 months 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0% 0 1 2 3 4 5+ One-Off Donations Regular Donations # of Charities Supported
    5. 5. 5/30/2014 Blackbaud Confidential 5 WHAT DROVE DECISION TO MAKE ONE-OFF DONATION? • 34% of respondents were most likely to make their last one-off donation through sponsoring a friend or colleague in an event • 28% were solicited in-person (on the street, shopping center, supermarket) Sponsoring friends in events 34.0% In-person solicitation (street, supermarket) 28.0% Personal circumstance - affected by an illness or issue 19.0% Believe in cause 15.0% Personal participation in an event 9.0% TV ad/program 9.0% Receiving a direct mail piece 7.0% From following a charity on social media 6.0% Receiving an email newsletter 5.0% Seeing a celebrity endorsement 4.0%
    6. 6. 5/30/2014 Blackbaud Confidential 6 • UK respondents were most likely to report that nothing would compel them to become a regular donor to organizations they currently make one-off donations to. WHAT WOULD COMPEL YOU TO BECOME A REGULAR DONOR? 0% 5% 10% 15% 20% 25% 30% 35% Incentives (Invitations to events/galas, drawings) Personal affiliation with organization Other Personal experience or affliction Already a regular donor Prefer one-off donations/supporting many charities Don't know Passion about organization's mission Proving impact/info on use of funds Nothing Improvement in finances Drivers to Become a Regular Donor
    7. 7. 5/30/2014 Blackbaud Confidential 7 Supporter motivation THE START OF THE JOURNEY Charity product
    8. 8. 5/30/2014 Blackbaud Confidential 8 “People don’t know what they want until you show it to them”
    9. 9. 5/30/2014 Blackbaud Confidential 9 Supporter Motivation THE RELATIONSHIP WITH A LARGER ORG Charit y Warm Cash Appea l E Cam- paigns Cam- paigns Work- place Event sComm unity Merch andise Regul ar Giving Major Giving Volun- teerin g Silo Ask Silo Ask Silo Ask
    10. 10. 5/30/2014 Blackbaud Confidential 10 VS Legato r Major Donor High Value Member/ Recurring Donor Social Media engaged Member of Public Influencer – social media, political, other Volunteer Asker Year Reunion Organiser Advisory Committees Event fundraiser Different kind of patrons Article writing
    11. 11. 5/30/2014 Blackbaud Confidential 11 Supporter motivation THE VIRTOUS RELATIONSHIP Charit y Warm Cash Appea l Social Media Cam- paigns Work- place Event sComm unity Merch andise Regul ar Giving Major Giving Volun- teerin g Next year Now Also next year
    12. 12. 5/30/2014 Blackbaud Confidential 12 MOTIVATION FACTORS “People don’t know what they want until you show it to them”
    13. 13. 5/30/2014 Blackbaud Confidential 13 GREAT SUPPORTER JOURNEY? Translate the chaos of many motivations into their best long term relationship
    14. 14. 5/30/2014 Blackbaud Confidential 14 • State of the NFP Industry: • e/SONI/SONI2012_report.pdf • Blackbaud Industry Research: • it-resources/industry-research.aspx • Supporter Journey book and more: • reference • Insights from Michelle de Souza • Insights from Dawn Varley LEARN MORE
    15. 15. 5/30/2014 Blackbaud Confidential 16 MICHELLE DE SOUZA Head of Customer Relationship Marketing and Group Database, AgeUK
    16. 16. Point 1 Mythical Imaginary Fairy tale Legendary What do you think they want? What will you actually send them? The customer experience fairies
    17. 17. Point 2 Is everyone in agreement with what constitutes the ideal Supporter /Customer Journey ?
    18. 18. Point 3 The Age UK way !
    19. 19. Point 4 Benefits versus the down-side of embracing this methodology
    20. 20. Discuss
    21. 21. 5/30/2014 Blackbaud Confidential 22 DAWN VARLEY Director of Marketing and Fundraising, League Against Cruel Sports
    22. 22. 5/30/2014 Blackbaud Confidential 23 Dawn Varley - Director of Marketing & Fundraising Halifax Building Society – Customer Services The Vegetarian Society – Admin/Senior Admin/Membership Officer WaterAid – Database Manager Ethical Consumer – Office Manager Christian Aid – Data Development Officer Oxfam – Charity Shop Manager (!) Purple Vision - Consultant
    23. 23. 5/30/2014 Blackbaud Confidential 24 Why does my journey matter in terms of a ‘supporter journey’? It’s made me the relationship fundraising, data-based geek that I am (All essential components for someone embarking on a supporter journey programme) And you can be one too! Here’s how…
    24. 24. 5/30/2014 Blackbaud Confidential 25 To build a supporter journey you need…knowledge. This means you know • Who you are & what you want to do, eg WaterAid – safe water and sanitation to the developing world • Your audiences – who is likely to be interested in your cause • Your supporters – how do audiences translate into supporters? • Your products – what do you have to offer to supporters • Your systems – what you have to make all this come together • Your people – supporter journeys don’t build themselves, and are never sustainably built in silos.
    25. 25. 5/30/2014 Blackbaud Confidential 26 With that knowledge you build your Supporter Journey… …and the key thing to bear in mind is you are wanting to grow Joe Public from a casual browser of your wares to a fully fledged VIP Club member. So how do I do that a my new job? How do I put my own theory into practice?
    26. 26. 5/30/2014 Blackbaud Confidential 27 Current Situation • 88 years campaigning on one main issue – hunting • Perception that our work is done – Hunting Act 2004 • Heavily reliant on legacy income • Ageing database (see above!) • Primary aim is to campaign – action before money Need to translate this into: • Varied message to sell to the public – cruel SPORTS not sport! • Easily packaged campaigns – RG products for sustainable income streams • Robust case for support – don’t just campaign, GIVE. • Relationship fundraising – show impact, give thanks
    27. 27. 5/30/2014 Blackbaud Confidential 28 In short I need to… …turn heartland campaigners into heartland supporters. A well thought out and executed supporter journey can help you do that. And as a bonus, analysing the supporter journey can help you refine it going forward, and provide valuable insight into who your supporters are, what they want – and how you can find more. BUT none of this is possible without data, fundraising and communication products, supporting systems and engaged staff. All working to a wider fundraising strategy. Thank You @nfpdawnv
    28. 28. 5/30/2014 Blackbaud Confidential 29 Q&A
    29. 29. 5/30/2014 Blackbaud Confidential 30 NEXT STEPS • Complete the feedback survey that will be emailed to you post event to receive a copy of these slides. • Keep discussing and networking • We invite you to get in touch if you need help perfecting your donor journeys. Phone: 0207 921 9600 Email: Website: