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Creating rewarding supporter experiences that add value

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Pete Grant, planner, GOOD Agency
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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Creating rewarding supporter experiences that add value

  1. 1. @petergbgrant Planner, Good Agency #CharityComms How to have good relationships Page 1/27Unleash the GOOD
  2. 2. BAD RELATIONSHIPS Page 2/27Unleash the GOOD
  3. 3. EXTRACTIVE INDUSTRIES Page 3/27Unleash the GOOD
  4. 4. TRUST IN CHARITIES FALLS -16% IN 1 YEAR Page 4/27Unleash the GOOD
  5. 5. A CHANGING VIEW OF CHARITY Page 5/27Unleash the GOOD
  6. 6. INVOLVEMENT: WE BLAME THE PARENTS We decide. The kids obey. We decide together as a family, including the kids. Why aren’t I involved? WAR: 75+ BOOMERS: 50-65 MILLENNIALS: 18-30 Page 6/27Unleash the GOOD
  7. 7. THE SHARING ECONOMY COLLABORATION RECESSIONTECHNOLOGY Page 7/27Unleash the GOOD
  8. 8. ⎫ ⎪ ⎪ ⎪ ⎪ ⎪ ⎪ ⎪ ⎪ ⎬ ⎪ ⎪ ⎪ ⎪ ⎪ ⎪ ⎪ ⎪ ⎭ Page 8/27Unleash the GOOD
  9. 9. ⎫ ⎪ ⎪ ⎪ ⎪ ⎪ ⎪ ⎪ ⎪ ⎬ ⎪ ⎪ ⎪ ⎪ ⎪ ⎪ ⎪ ⎪ ⎭ Page 9/27Unleash the GOOD
  10. 10. OR Page 10/27Unleash the GOOD
  11. 11. CHARITY:WATER Page 11/27Unleash the GOOD
  12. 12. HAVE GOOD RELATIONSHIPS: Page 12/27Unleash the GOOD
  13. 13. HAVE GOOD RELATIONSHIPS: 1. A ROLE IN YOUR STORY 2. A REWARDING EXPERIENCE Page 13/27Unleash the GOOD
  14. 14. 1. WE CAN OFFER PEOPLE REAL MEANING. BUT THEY MUST HAVE A ROLE IN THE STORY. Page 14/27Unleash the GOOD
  15. 15. BRAND PROPOSITION: NO CHILD BORN TO DIE. ENGAGEMENT PROPOSITION: HELP A CHILD SURVIVE PAST FIVE. Page 15/27Unleash the GOOD
  16. 16. 2. A REWARDING SUPPORTER EXPERIENCE “Somewhere between 70% to 80% of first-time donors never make a second gift, multiple studies confirm. In the commercial world, a 70-80% loss rate would say one thing loud and clear: new customers aren’t falling in love with us. Something’s wrong with our product. Something’s wrong with our service.” Professor Adrian Sargeant Page 16/27Unleash the GOOD
  17. 17. 4 PRINCIPLES FOR A GOOD SUPPORTER EXPERIENCE 1. INTEGRATION 2. CONVERSATION 3. VALUE EXCHANGE 4. GOOD TIMING Page 17/27Unleash the GOOD
  18. 18. 1. INTEGRATION COMMITMENT IS A STATE OF MIND, NOT A CONTRACT Page 18/27Unleash the GOOD
  19. 19. 2. CONVERSATION OPEN UP A DIALOGUE. ASK FOR THEIR THOUGHTS. Page 19/27Unleash the GOOD
  20. 20. 2. CONVERSATION OPEN UP A DIALOGUE. ASK FOR THEIR THOUGHTS. Over 500 stories written back. 114 legacy pledges. Potential ROI of 44:1. Page 20/27Unleash the GOOD
  21. 21. 3. VALUE EXCHANGE STRONG RELATIONSHIPS ARE BUILT ON MUTUAL BENEFIT Page 21/27Unleash the GOOD
  22. 22. 3. VALUE EXCHANGE STRONG RELATIONSHIPS ARE BUILT ON MUTUAL BENEFIT Page 22/27Unleash the GOOD
  23. 23. 3. VALUE EXCHANGE STRONG RELATIONSHIPS ARE BUILT ON MUTUAL BENEFIT Page 23/27Unleash the GOOD
  24. 24. 3. VALUE EXCHANGE STRONG RELATIONSHIPS ARE BUILT ON MUTUAL BENEFIT 8,175 new leads +173% on KPIs Page 24/27Unleash the GOOD
  25. 25. WHO DOES IT BEST? Page 25/27Unleash the GOOD
  26. 26. FINAL THOUGHT: ONE THING YOU COULD DO TO IMPROVE YOUR CHARITY’S SUPPORTER EXPERIENCE? 1. INTEGRATION 2. CONVERSATION 3. VALUE EXCHANGE 4. GOOD TIMING Page 26/27Unleash the GOOD
  27. 27. GOOD AGENCY 8 Boundary Row London SE1 8HP T 020 7738 1900 F 020 7738 9900 E hello@goodagency.co.uk THANK YOU FOR YOUR TIME PETE GRANT @PETERGBGRANT PETE.GRANT@GOODAGENCY.CO.UK Page 27/27Unleash the GOOD
  28. 28. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
  29. 29. Conference 22 October 2015 London #CCengagement Engagement conference Sponsored by

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