Where Should You Spend This? The Donor Experience &
Relationship Company
• Average company has 60-70% chance of selling to existing customers
• 20-40% probability of selling to lapsed customers
• Only 5-20% chance of selling to a prospect.

What We Do & How The Donor Experience &
Relationship Company
- Overview
What is Relationship
Status
with Your Donors?

What We Do & How The Donor Experience &
Relationship Company
- Details
Map How Continuous
Identify Donor Workshops
Deliver Donor
Experiences that & Plan for
Those Feedback &
Matter Change
Currently Tracking
•Commitment •Map All •Cross-matrix •Tied to each event
Model Benchmark touchpoints •By functional area •Remediate bad
Survey •Store meta-data •Plan for change experiences
•Brand, Fundraising •Lifestage by •Business case •Relationship
and Donor Service channel •Operational Building
Experiences •Month by channel requirements •Automated follow
•Key Drivers •Segment Specific up responsive to
•Pain Points •Eliminate feedback
•Link to Bottom Line redundancies
•ROI Forecasting •Fix pain points
•Optimize delivery
of key experiences

Illustration of Donor Experiences The Donor Experience &
Relationship Company
Donor Services Fundraising
•Sending electronic receipts for donations. •Events
•Accurately fulfilling your request to update your •Advocacy alerts
contact information or donation preferences. •Breaking news
•Providing helpful telephone service and support. •Special offers
•Providing helpful email service and support.
•Providing helpful service and support in written
correspondence. Program
•Merchandise •Information and referral (e.g. 24 hour
helpline)
•Care Consultation
Thanking Donors
•Support Groups
•Sending acknowledgement letters for donations
•Safety Services
in a timely manner.
•Education
•Calling donors to personally thank them for their
donation
Key Messages
•Finding a cure
Brand •Helping you cope with the disease
•Innovative •Helping you stay active with the
•Compassionate disease
•Effective •Helping you plan ahead
•Helping your family cope
•Securing federal research dollars
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Donor Commitment Model The Donor Experience &
Relationship Company
Commitment Model bridges gap between brand,
customer service & fundraising.
•captures emotional elements of brand
•service level dimensions of customer service with
•ROI of fundraising.
Personal
Connection
Commitment
Donor Experiences Donor
•Marketing/Brand
to Behavior
•Donor Service Organization
•Fundraising
•Operations
Donor Commitment Score (DCS)
Functional 1. I am a committed (org name) donor
Connection
2. I feel a sense of loyalty to (org name)
3. (org name) is my favorite charitable organization
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Proof The Donor Experience &
Relationship Company
Highest HIGH
& lowest LOW
Competing Model
Commitment DLI Index Satisfaction Favorability Recommend
High $344.39 $312.65 $320.18 $306.51 $295.04
Low $148.91 $162.08 $172.67 $178.96 $199.27
% increase 131% 93% 85% 71% 48%
$200,000 more for
Biggest %
every 1,000 donors Increase 6

Identify Key Experiences The Donor Experience &
Relationship Company
1. Helping you plan ahead
2. Care Consultation Personal
Connection
3. Finding a Cure
4. Innovative
1. Timely Acknowledgements
2. Breaking News
Functional
3. Knowledgeable Donor Service Staff Connection
4. Information & Referral Helpline
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The Donor Experience &
Relationship Company
How well do we deliver those experiences
and how can we improve?
Identify Donor Map How Workshops
Donor
Feedback
Experiences that Deliver Those & Plan for
&
Matter Change
Currently Tracking

TouchPoint Mapping The Donor Experience &
Relationship Company
• Add donor perspective to your campaign calendars
– Flag pain points, key experiences, redundancies
• Consolidate it in one place (online, DM, social)
• Multiple donor views with a click – segment, lifestage, channel
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TouchPoint Mapping The Donor Experience &
Relationship Company
• Store Meta-Data

The Donor Experience &
Relationship Company
Brief Sidebar: Other Commitment
Applications

Segment, Track & Benchmark
The Donor Experience &
Relationship Company
Commitment Scores

Donor Level Segmentation &
Mapping The Donor Experience &
Relationship Company
Salvation Army Donors 9.2
High Commitment 45 yrs old, $651 last 3 yrs, 35% giving to religious cause, 24% had
experience since last gift EXCEED expectations
Potentials 50 yrs old, $487 last 3 yrs, 21% giving to religious cause, 27% had 8.2
experience since last gift EXCEED expectations
Vulnerables 50 yrs old, $488 last 3 yrs, 20% giving to religious
cause, 0% EXCEED, 14% FALL SHORT Biggest difference?
Transactional Overall Experience
53 yrs old, $216 last 3 yrs, 24% giving to religious 7.2
since last gift
cause, 0% EXCEED, 20% FALL SHORT
6.2
2.2 3.2 4.2 5.2 6.2 7.2 8.2 9.2
5.2
4.2
3.2
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Persona Creation
The Donor Experience &
Meet Sue Relationship Company
Meet Bob
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The Donor Experience &
Relationship Company
Map How
Identify Donor
Experiences that
Deliver Workshops & Plan Donor
Feedback
Those
Matter
Currently for Change & Tracking
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Operational Change Plan
The Donor Experience &
Relationship Company
• Workshops to review donor insights, mapping &
segmentation/personas
• Shared understanding of donor
• Identify all changes or improvements
• Remove touchpoint redundancies
• Eliminate pain points
• Optimize key experiences
• Prioritize changes based on cost, barriers and impact
• Forecasting 16

The Donor Experience &
Relationship Company
Map How
Continuous
Identify Donor Workshops Donor
Deliver
Experiences that & Plan for
Those Feedback &
Matter Change
Currently
Tracking
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Continuous Donor Feedback
The Donor Experience &
• Triggered by Event/Touch Relationship Company
– Donation
– Donor service inbound call
– Advocacy act
– social media engagement
• Collect Feedback
– Remediate bad experiences
– Build relationships
– Automated biz rules
– Engage
– Identify and fix systemic “failures”
• Variety of Tools
– Feedback widget
– IVR
– Agent administered survey 18

Feedback Widget The Donor Experience &
Relationship Company

Feedback The Donor Experience &
Form Relationship Company

The Donor Experience &
Relationship Company
Thank You for Your Interest and Time Today
Contact us here for more information or with questions:
kschulman@thedonorvoice.com
(202) 246-9649
Or visit us online, www.thedonorvoice.com
Or on Twitter, @kschulmanDV
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