Scott Nicholson - Make A Wish - 'Keep Me'

1. Keep Me!

2. Keep me:
• If you’ve:
o Caught me
o Welcomed me
o Taught me
o Grown me
Then keeping me should be easy, right??
• Retained donors Vs New donors
• Current retention rates in Australia

3. It’s not you it’s me…

4. It’s not you…it’s me
• How donorcentric are you?
• Does donorcentricity mean jeopardising
revenue?
• Donorcentricity Vs suiting our systems &
schedules
• Where’s our info coming from?

5. Donor journey circa 2014Donor journey circa 2018

6. I think we should see
other people…

7. I think we should see other people
• Your donors already are!
• Why you? We need to be their favourite
• One voice, one message
• Involve other areas of the business
o Brand and comms
o Supporter care
o Phone teams
o CRM

8. I’m just not that into
you…

9. I’m just not that into you
• Why?? They were once
• How do you re-inspire
• What was the first campaign they gave to?
What was the last?
• Reference that

10. Is this….an
intervention??

11. Distance

12. Distance
• Data hygiene checks – National change of address
• Appending donor data
• Impact of appending data

13. The ex

14. The ex
• Phasing out of cheques
o Donors love and trust cheques
• How are we keeping those donors?
• Educate them NOW
• Alternatives
• Be donorcentric – how do they want to give?

15. Family

16. Family
• Are you making your donors feel like part of the
family?
• Swaps and Co-ops
o Performance – campaign & second gift
o Impact on donors you’re swapping out – are we still ‘keeping’ them?
o Data quality
• Alternatives lead sources
• Measure long term impact

17. Wrap up
• How donorcentric are you??
• Make the choice easy - be the best in class
• Yes, keep your donors…but also, don’t lose them!
• Always think of retention

18. Thank you!