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?
The systems and strategies behind donor motivation
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The systems and strategies behind donor
Tuesday 27 November 2012
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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
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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
0 1 2 3 4 5+
# of Charities Supported
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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,
Sponsoring friends in events 34.0%
In-person solicitation (street, supermarket) 28.0%
Personal circumstance - affected by an illness or
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%
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• 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
Personal experience or affliction
Already a regular donor
Prefer one-off donations/supporting many charities
Passion about organization's mission
Proving impact/info on use of funds
Improvement in finances
Drivers to Become a Regular Donor
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THE START OF THE JOURNEY
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you show it
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THE RELATIONSHIP WITH A LARGER ORG
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Social Media engaged
Member of Public
Influencer – social media,
Year Reunion Organiser
Different kind of patrons
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THE VIRTOUS RELATIONSHIP
Also next year
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MOTIVATION FACTORS “People
you show it
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GREAT SUPPORTER JOURNEY?
Translate the chaos
of many motivations
into their best long
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• State of the NFP Industry:
• Blackbaud Industry Research:
• Supporter Journey book and more:
• Insights from Michelle de Souza
• Insights from Dawn Varley
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MICHELLE DE SOUZA
Head of Customer Relationship
Marketing and Group Database, AgeUK
What do you think they want?
What will you actually send them?
The customer experience fairies
Is everyone in agreement with what constitutes the ideal Supporter /Customer
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Director of Marketing and Fundraising,
League Against Cruel Sports
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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
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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
And you can be one too!
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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.
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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?
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• 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
• Robust case for support – don’t just campaign, GIVE.
• Relationship fundraising – show impact, give thanks
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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 email@example.com @nfpdawnv
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• 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