Scottish Donor Care Workshop

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Slides from Donor Care Workshop for IoF Scotland, Edinburgh, 13 June 2012

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  • CP Annual RS income is now £1.4M\nIn the last three years CP have made £3.4M from Roomsponsor... YMCAE £1.6M.\n\n***BEFORE GiftAid***\n
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  • Note / to say: the average speed of response to the online donation is less interesting to chart, because every charity will generate an automated reply same-day. Or almost all. What might be interesting (but I’ve not tallied this yet) is which of these were from the charity vs. bank... Then within these, which were welcome-personal as opposed to logistical-thank you... Then which charities followed these up with a more in-depth welcome. \n
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  • In the UK, 14 out of 15 charities sent a thank you that made direct reference to the nature of the gift. \nIn Australia, six charities posted out a generic thank you, that was the same or near identical to that of the generic mail donation received.\nIn the USA, whereas only six charities sent proper in mem thank yous, if you didn't get one of those, you didn't get a gift-specific thank you at all! Interestingly, a couple of them for sure received the gift, because they then dropped us into the appeal cycle. \n
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  • IN the UK – only 3 charities have written to the donor to ask for money subsequently:\nBHF, Save the Children & World Vision\n
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  • Amnesty UK: 15/04/2011. \nEnvelope outer hand written.\nMakes reference to both the relation to the deceased and fact the gift was given in lieu of flowers. And there’s a card hand signed by the CEO. Card itself is unimpressive – big, floppy nothingness. But a good start!\nThe donor is given the opportunity to leave a dedication on remembrance wall online. \n
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  • Lovely hand written thank you card – not just hand signed. Lovely pic & offer of mention in remembrance book. Envelope outer hand written also\n
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  • Meeting donor needs: offering bereavement support\n
  • BHF – in mem donation. 03/05/2011\n‘please pass on my thanks to everyone who contributed’ reveals itself as computer generated and/or cut-pasted by a junior \nThen donor is dropped into a raffle cycle\n
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  • 25 Australian packs have some sort of involvement or freemium device (25/109)\n17 UK packs (17/103)\nRequests to campaign not sufficient to qualify)\n28 (check) US packs (28/113)\n
  • 25 Australian packs have some sort of involvement or freemium device (25/109)\n17 UK packs (17/103)\nRequests to campaign not sufficient to qualify)\n28 (check) US packs (28/113)\n
  • 5 UK charities included a self definition freemium\nNSPCC: green dot badge, address labels\nRNLI: Address labels\nSave the Children: bookmarks, address labels\nRed Cross: Xmas cards, greeting cards\nCRUK: pink ribbon, card on symptoms to look for\n4 of the Australian charities\nSalvation Army: stickers\nGreenpeace: animal cards\nMake a wish: stickers\nWWF: a poster\n7 of the US charities (of those who replied)\nAmericares: magnets\nAmnesty: magnets, address stickers, \nFeed the people: window stickers, ‘patriotic’ stickers,\nFood for the Poor: magnets, post cards\n
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  • You buy the coupons in the pack\n\nIf got time, scan: UNICEF\nAnna R walsh & Ms Rosalond Walsh\nmatchoing gift vouchers enclosed. Please open and respond by 31/10/11\n
  • You buy the coupons in the pack\n\nIf got time, scan: UNICEF\nAnna R walsh & Ms Rosalond Walsh\nmatchoing gift vouchers enclosed. Please open and respond by 31/10/11\n
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  • 4600 signed up in 4 weeks\n\nUnprompted Gift increased by 10K per annum\n
  • 4600 signed up in 4 weeks\n\nUnprompted Gift increased by 10K per annum\n
  • 4600 signed up in 4 weeks\n\nUnprompted Gift increased by 10K per annum\n
  • 4600 signed up in 4 weeks\n\nUnprompted Gift increased by 10K per annum\n
  • 25 Australian packs have some sort of involvement or freemium device (25/109)\n17 UK packs (17/103)\nRequests to campaign not sufficient to qualify)\n28 (check) US packs (28/113)\n
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  • 25 Australian packs have some sort of involvement or freemium device (25/109)\n17 UK packs (17/103)\nRequests to campaign not sufficient to qualify)\n28 (check) US packs (28/113)\n
  • Feed the Children: ARW, Outer: A special thank you is enclosed. Direct ref to what 'your last gift of $15 helped provide 75 pounds of nutritious food. Ie nod to feedback on specific giftsThen asks $15, thanks giving... Return emergecy food coupons \n
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  • Scottish Donor Care Workshop

    1. 1. Donor CareWorkshop IoF Scotland 13 June 2012 Damian O’Broin
    2. 2. More... askdirect.ietwitter.com/damianobroinslideshare.net/damianobpinboard.in/u:damianob damian@askdirect.ie
    3. 3. Defining Donor Care.
    4. 4. Donor Care The set of actions you take toenhance donor satisfaction andtherefore improve donor loyalty and retention.
    5. 5. Donor Care The ability of a charity toconstantly and consistently exceed the donor’s expectations.
    6. 6. Questions 1. How good is your donor care?2. Would you say you’re better, worse or about the same as the sector, on average?
    7. 7. Once upon a tim!...
    8. 8. My Summer Holiday
    9. 9. Extinct ReptileMe
    10. 10. Why isDonor CareImportant?
    11. 11. Bad Donor Care Unhappy donors(or even just uninspired donors) Loss of €€€
    12. 12. Building Donor Loyalty– Adrian Sargeant & Elaine Jay
    13. 13. Potential Value of Legacies IRL Legacy Giving 2009 IRL Legacy Giving Potential
    14. 14. Potential Value of Legacies IRL Legacy Giving 2009 IRL Legacy Giving Potential €150m €100m €50m 2009 €0m
    15. 15. Potential Value of Legacies IRL Legacy Giving 2009 IRL Legacy Giving Potential €150m €100m €50m 2009 €0m
    16. 16. Potential Value of Legacies IRL Legacy Giving 2009 IRL Legacy Giving Potential €150m €100m €50m 2009 €0m
    17. 17. Best legacy prospects are donors for 5+ years.Propensity to leave a legacy rockets after 15 years.
    18. 18. But first,we have to keep our donors.
    19. 19. Typical attrition rates Cash Donors Face to Face DonorsYear 1 Year 2 Year 3 Year 4 Year 5
    20. 20. We spend a fortune recruiting donorsAnd then throw it all away with bad donor care
    21. 21. “The only things that can’t be replicated are the relationships you have with your customers” – Larry HochmanPrice Product Place
    22. 22. Unique Value
    23. 23. Unique ValueRelationship with Donors
    24. 24. Simplicity Unique Value Relationship with Donors
    25. 25. Simplicity Speed Unique Value Relationship with Donors
    26. 26. “When given the choice,people will always spend timearound people they like.When it’s expedient andpractical, they’d also ratherdo business with and buy stufffrom people they like. Andnow, they can.”– Gary Vaynerchuk
    27. 27. “Few people would be surprised tolearn that, as a rule, we most prefer to say yes to the requests of someone we know and like.” - Robert Cialdini
    28. 28. % Change in perveived value of brand attributes 2005-09 Young & Rubicam’s BrandAsset Valuator, quoted in Gerzema & D’Antonio - The Power of the Post-Recession Consumer
    29. 29. % Change in perveived value of brand attributes 2005-09 400% 200% 0%Exclusive Arrogant Sensuous Daring Socially Resp -200% High Quality Friendly Kindness & Empathy Young & Rubicam’s BrandAsset Valuator, quoted in Gerzema & D’Antonio - The Power of the Post-Recession Consumer
    30. 30. “Between 2005 and 2009 US consumers expressed a nearly fourfold increase in their preference for companies, brands and products that show kindness in both their operations and their encounters with customers. This desire for companies to be more empathetic toward consumers is the biggest shift in any attitude we have ever seen during the BAV survey’s two-decade history” Gerzema & D’Antonio - The Power of the Post-Recession Consumer
    31. 31. What do donors expect?
    32. 32. Building Donor Loyalty– Adrian Sargeant & Elaine Jay
    33. 33. Building Donor Loyalty– Adrian Sargeant & Elaine Jay
    34. 34. GratitudeRecognitionAccountabilityControlExecution
    35. 35. Gratitude
    36. 36.     “When people ask me what difference  a donation can make, I reply that  donations to Starship transform lives.   Parents have told me with tears in  their eyes what it means to know their   child is receiving the best possible care  at Starship.     And behind every one of these   children there are compassionate  people like you dedicated to helping.  Your donation will help Starship  support children and their families at  their moment of greatest need. It is at these moments, when a child’s life can hang in the balance, that your    donation becomes truly    transformational.”  
    37. 37. Recognition
    38. 38. The Fla ttery Bath
    39. 39. “You” or “Your” is repeated 14 times on Page 1 (and donor’s name appears four times)
    40. 40. “You” or “Your” is repeated 14 times on Page 1 (and donor’s name appears four times) Thanks donor and demonstrates impact
    41. 41. Donor focused solution
    42. 42. Accountability
    43. 43. Four t imes mone as mu y rais ch ed
    44. 44. Control
    45. 45. MyCareZone Has reduced face-to-faceattrition by half
    46. 46. Sight 70%
    47. 47. Sight 70%Safe Birth 20%
    48. 48. Sight 70%Safe Birth 20%Mobility 6%
    49. 49. Sight 70%Safe Birth 20%Mobility 6%Education 4%
    50. 50. Sight 70%Safe Birth 20%Mobility 6%Education 4%2/3 donorsdidn’t choose a gift
    51. 51. Execution
    52. 52. The Importance of Speed
    53. 53. Question1. How long does it take you to thank donors
    54. 54. First time donors who receive a personal thank you within 48 hours are Four times more likely to give again – McConkey Johnston International UK
    55. 55. Once upon a tim!...
    56. 56. You’ve got six months.Get cracking.
    57. 57. Provide feedback on how giftsare making a differenceSecure a second cash gift(~50% of second gifts are made within 6 months)Upgrade direct debit donors(optimum 4-6 months)Cement the relationship betweendonor and charity
    58. 58. How much ispoor donor care costing you?
    59. 59. Now,multiply that by all the donorsyou’re losing...
    60. 60. €113Average gross cost of recruiting a donor via direct marketing 2008-10
    61. 61. €78Average value of first time gift to charity 2008-10
    62. 62. 6 x first gift€468 5 Year Lifetime Value of Cash Donor
    63. 63. 10 x first gift€780Jeff Brooks’ Rule of Thumb for total donor value
    64. 64. 27 x first gift€21065 Year Lifetime Value of cash donor who also makes monthly gift
    65. 65. Now,multiply that by all the donorsyou’re losing...
    66. 66. Consumers are twice as likely to tell others about bad service compared to good serviceSource: Amex Global Service Barometer 2011
    67. 67. A case in point Second most loved and fifth most hated UK charitySource: Joshua G2 / Marketing Brand popularity survey. 2008
    68. 68. Where does RSPCA fail?
    69. 69. The same place everyone else does
    70. 70. We aren’t very good at stewardship 100 75 8% Donors 50 25 0 0 1 2 3 4 5SOURCE: Adrian Sargeant, 2000 Years after recruitment
    71. 71. What are they lapsing from?
    72. 72. What are they lapsing from? “You keep saying this thing ‘lapsed’. Lapsed from what? I never really felt I was giving anything up.” (Male, 44)Source: The Fundraiser’s Guide to Lapsing. Bluefrog. 2009
    73. 73. What would make you give more?Source: University of Indiana / Bank of America 2009
    74. 74. Would you like to know how your donations are used?Source: Action For Children / ComRes. February 2011
    75. 75. So what can we learn from others…
    76. 76. A massive international mystery shop
    77. 77. Three types of donation Email, telephone & home address provided In mem General cash Online (one-off)
    78. 78. 15 charities in each country March to October 2011
    79. 79. 15 charities in each country 270
    80. 80. How quickly did charities respond?
    81. 81. First time donors who receive a personal thank you within 48 hours are Four times more likely to give againSource: McConkey Johnston International UK 2009
    82. 82. Average speed of response**First postal communication since donation
    83. 83. Average speed of response**First postal communication since donation
    84. 84. How many comms came next..?
    85. 85. Average communication volumesAverage number of communications Paper mail and email *Average volume of communications received between donation and end-Sep 2011
    86. 86. Average communications volumesAverage number of communications 9.00 6.75 IrelandPaper mail and email 4.50 New Zealand Canada 2.25 0 Generic postal donation Mem donation In Online donation: emails Online donation: packs
    87. 87. Volumes received by charity – UK Number of communications received*Total volume of communications received between donation and end-Sep 2011
    88. 88. Volumes received by charity – Australia Number of communications received*Total volume of communications received between donation and end-Sep 2011
    89. 89. Volumes received by charity – USA Number of communications received*Total volume of communications received between donation and end-Sep 2011
    90. 90. Volumes received by charity – Ireland
    91. 91. Volumes received by charity – NZ
    92. 92. Volumes received by charity – Canada
    93. 93. Thank you for the online donations• Only two UK charities sent a proper email welcome: Amnesty & UNICEF• The rest – just a generic same-day thank you
    94. 94. Irish Email Response 0% 25% 50% 75% 100%Prompt & Personal Email Thank You Auto Email ConfirmationNo Email Thank You
    95. 95. Who sends your emails?
    96. 96. Who sends your emails?
    97. 97. Why direct mail won’t die
    98. 98. How do you respond to DM appeals? • 14% of online donors said a DM letter prompted an online gift • 6% of online donors said an email prompted their giftSource: Dunham + Company. 2010
    99. 99. How do you respond to DM appeals? USASource: Dunham + Company. 2010
    100. 100. How do you respond to DM appeals? Online / Phone Post UKSource: TNT. 2010
    101. 101. % who sent postal thank you Canada 42 days CanadaNew Zealand 13 days New Zealand Ireland Ireland 25 days 10% 33% 55% 78% 100%
    102. 102. % who sent postal thank you
    103. 103. How do we treat the bereaved?
    104. 104. We’re frightened…
    105. 105. Do In Mem donors get a fitting reply?
    106. 106. Do In Mem donors get a fitting reply?
    107. 107. Breaking it down – in the UK Gift- In Mem Hand Hand Mention Mention Offer Offer Offer to tell specific focus signed written cousin flowers tribute support family   thank you Amnesty         Greenpeace         Macmillan          CRUK          GOSH          NSPCC          Red X          RNLI          SA          STC          UNICEF          World Vision          BHF          RNIB          Oxfam         
    108. 108. Breaking it down – in Ireland Gift- Offer In Mem Hand Hand Mention Mention Offer Offer Offer to tell specific Condolence focus signed written cousin flowers tribute support family   thank you s Amnesty           Barnardos          Barretstown           Bóthar           CMRF           Concern           Focus Ireland          Irish Cancer Soc           Irish Heart Fnd           Irish Red Cross           MS Ireland           Oxfam           Trócaire           Unicef          World Vision          
    109. 109. In more detail
    110. 110. In more detail
    111. 111. Then what happens?*Total volume of communications received between donation and end-Sep 2011
    112. 112. Then what happens? 15 11Number of Charities Ireland 8 New Zealand Canada 4 0 0 1 2 3 4 5 Total number of mail packs mailed to In Mem donor
    113. 113. Personal. And information gatheringRef to relation tobereaved, butalso, to theflowers. No othercharity did thelatter.Hand signedcard fromDirector. Noother charitydid this.Option to leavemessage online.(Relationshipdevelopment ANDmeeting donorneeds)Hand signed
    114. 114. GOSH comes closeCharity givingitself invitationto ask onanniversaries
    115. 115. Entirely handwritten
    116. 116. Meeting even more donor needsOffer ofbereavementsupport
    117. 117. Almost there. But would this jar?Nice touch. Ifit wereappropriatefor a £10donation.New-donorprospecting
    118. 118. Almost there. But would this jar?A bit much?
    119. 119. Not so good…
    120. 120. Not so good…
    121. 121. Very few calls The British Red Cross called three times in five days. None of the callers had any record of the previous. All said exactly the same thing – talking at, not with. Pre-call post card from the Australian Salvation Army
    122. 122. Very few calls
    123. 123. Enclosures…
    124. 124. 20% are offering ‘incentives’
    125. 125. They’re mostly self definition devices• NSPCC badge, • Salvation Army • Americares magnets address labels stickers • Amnesty magnets, address• RNLI Address labels • Greenpeace animal stickers,• Save the Children: cards • Feed the Children window bookmarks, address • Make a wish stickers, ‘patriotic’ stickers, labels stickers calendar• Red Cross Xmas • WWF a poster • Food for the Poor magnets, cards, greeting cards post cards• CRUK pink ribbon • St Judes: address cards, greeting card, note pads • MSF world maps • World Vision prayer books, bookmarks
    126. 126. Involvement device-tastic in the US Free them by Send back your Mother’s Day card signing the key prayer request to send back
    127. 127. They take tangible to the extreme
    128. 128. For your children…
    129. 129. Oxfam USA say they’re different
    130. 130. Doubled thenumber ofpeople whogave us theiraddress
    131. 131. Putting donors in control
    132. 132. Putting donors in control
    133. 133. More than a donor. A partner Americares pack
    134. 134. What have you done with my money?
    135. 135. Feedback from Feed the Children
    136. 136. YOU saved these lives
    137. 137. Your goat is doing well…
    138. 138. Question1. What 3 changes could you make in your organisation to improve donor care?

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