Want to raise more money and better serve your constituents? Learn how better understand the people who power your mission through design thinking. In this webinar, Jon Berbaum, President of Highland Solutions, will be joined by Karin Jaros, Director of Membership for The Morton Arboretum. They’ll share how Highland and Morton worked together to develop and test a new membership initiative for children and families in a single week using a Design Sprint process. You will learn: 1) A simple framework to evaluate ideas and their impact, and prioritize which ones you should test 2) Methods for creating low-cost experiments that generate meaningful feedback from real donors, volunteers, and constituents 3) How to advocate for the use of design thinking best practices within your own organization Watch the recording of this webinar: https://youtu.be/hMUwqoHkpUU

1. Design Thinking for Nonprofits
Creating an Enhanced Membership Program
with The Morton Arboretum

2. Meet Your Presenters
Jon Berbaum
President,
Highland Solutions
Karin Jaros
Director of Membership,
The Morton Arboretum

3. COMPELLING, DIGITALLY-ENABLED EXPERIENCES
ACROSS THE CUSTOMER JOURNEY
Value Through
the Journey
Personalized
Memorable
Experiences
Digital &
Relational

4. About Highland
Customer Experience Consulting Product & Service Design
Custom Web & Mobile Software CRM Technology

5. About The Morton Arboretum

6. What is design thinking?

7. Distribution
Efficiency
Price
THE ORIGINS OF DESIGN THINKING
1970
Information
Marketing
Internet Economy
1990
Customer
Ease of Use
Reputation
2010
Experience
Personalized
Ongoing Value
Today

8. From zero to $1.2B valuation in six years.
WARBY PARKER

9. CUSTOMER JOURNEY
Evaluate Purchase Service/SupportUse & Care
Typical Eye Care Retail: Inside Out View

10. Next time:
Try something else
Evaluate Purchase Service/SupportUse & Care
Typical Eye Care Retail: Outside In View
CUSTOMER JOURNEY

11. Next time:
Come back,
bring friends
Evaluate Purchase Service/SupportUse & Care
Warby Parker Retail: Outside In View
CUSTOMER JOURNEY

12. Nonprofits are full of long, complex,
human-centered journeys.
WHY IT MATTERS FOR NONPROFITS

13. The Design Thinking Process

14. Poll Questions

15. Design Thinking at
The Morton Arboretum

16. Measuring member retention at Morton
● Retention had been as low as 55% in the years
2007-2012
● Created 1st-Year Touch Initiatives in late 2014
● Greatest opportunity was to focus on first-year,
new family-type members.
● Hypothesis: Higher levels of engagement in Year 1
of membership = higher levels of retention.

17. Retention Success
Metrics
● 2015 increased to 62%
● 2016 increased to 64%
● 2017 increased to 66%

18. How do you figure out which
problems are worth solving?

19. How do I know if my problem is a good fit for
design thinking?
1. It’s good to start with a meaty problem that inspires creativity.
2. The bigger you make the problem, the broader the organizational
buy-in has to be.
3. If there’s already an obvious answer, it doesn’t qualify.
4. It has to matter that you solve it.

20. How might we suggest a tailored,
kid-friendly journey throughout
the year?

21. Design Thinking ProcessThe Design Thinking Process

22. Day 1: Empathize & Define

23. Day 2: Ideate

24. Day 3: Ideate & Prototype

25. Day 4: Prototype

26. Day 4: Prototype

27. Day 4: Prototype

28. Day 5: Test
“Very kid-friendly”
“I would keep these more
than the regular map”
“You should give these out”

29. Final Map

30. Final Map

31. How your organization can get started with CX
1. Exploratory Journey Map - Understand your constituents
and get your entire organization thinking about the
outside-in perspective
2. Experience Design - Identify a problem to be solved;
rapidly develop a solution that leads to meaningful change

32. Upcoming Events at The Morton Arboretum
Champion of Trees 10K Run
April 22
Annual Arbor Day Plant Sale
Members: April 27 & 28
Public: April 29
Troll Hunt
Build: May 1 - June 21
Hunt: June 22

33. Join Highland at the Chicago Community Trust!
We’ll be leading a presentation on Customer Journey Mapping for nonprofits.
When: Thursday, April 19 from 11:45 AM – 1:00 PM CDT
Where: Chicago Community Trust - 225 North Michigan Ave, Ste 2200
Registration: http://bit.ly/CXforNonprofits

34. Questions?