Session on Supporter Insight I gave at the 2010 Deutscher Fundraising Kongress in Fulda. 'From Research to Action - Using supporter insight to improve your fundraising'

1. From Research to Action Using supporter insight to improve your fundraising Bryan Miller Marketing & Fundraising Consultant Strategy Refresh

2. Hello!

3. Over the next Hour What is Supporter Insight? Where do you find Supporter Insight? How can you use Supporter Insight? plus time for questions

4. What is Supporter Insight?

5. Supporter Insight ≠ Research Research = a systematic investigation towards increasing the sum of knowledge , a careful search

6. What is Supporter Insight? Insight = the power of seeing into and understanding things , practical knowledge , enlightenment!

7. Supporter Insight vs Research Research = Interesting

8. Insight = Powerful Supporter Insight vs Research

9. Why is Supporter Insight so powerful? Supporter Insight = Truths that provide us with the potential to change supporter behaviour

10. What is Supporter Insight? Where do you find Supporter Insight? How can you use Supporter Insight? 

11. Where do you find Supporter Insight?

12. Where do you find Supporter Insight? “ The hardest thing to see is what is in front of your eyes” Johann Wolfgang von Goethe, 1749-1832 Your own Surveys Free research reports Shared Omnibus Surveys Quantitative Ingredients Government data Agency research reports Your own donation data Campaign results Focus Groups Talking to supporters at events Qualitative Ingredients Talking to supporters online Watching what other charities do Watching supporters at events Consumer Trend Reports

13. From Ingredients to Insight

14. Consumer Insight WHO are our supporters? Segmentation WHY do they do this? Supporter Research WHAT do they do for us? Transactional Data

15. What is Supporter Insight? Where do you find Supporter Insight? How can you use Supporter Insight?  

16. How can you use Supporter Insight?

17. How can you use Supporter Insight? Supporter Insight = Truths that provide us with the potential to change supporter behaviour

18. Where do you most need to drive change? Recruiting New Donors Increasing Donor Value Developing New Fundraising Products

19. Recruiting New Donors Using insight into brand consideration to help develop a more effective recruitment campaign a% b% c% Brand Awareness Consideration Financial Support Looking for Insight here We know this We know this

20. Recruiting New Donors Charity brand awareness tracked by many UK charities through a syndicated research programme – sharing costs Spontaneous Awareness of UK Charity Brands* *Source. nfpSynergy Charity Awareness Monitor Using insight into brand consideration to help develop a more effective recruitment campaign

23. Increasing Donor Value Insight derived from simply watching and talking to donors

25. But remember - the Supporter is not always right! “ If I’d have asked my customers what they wanted, they’d have said a faster horse” Henry Ford

26. Three key things we can all do – large or small

27. Become a research magpie Always be on the look-out for potentially useful information - and become an expert Googler

28. Maintain a research and insight library Your own Surveys Free research reports Shared Omnibus Surveys Government data Agency research reports Your own donation data Campaign results You don’t need a big budget to collate a very useful research and insight library Focus Groups Talking to supporters at events Talking to supporters online Watching what other charities do Watching supporters at events Consumer Trend Reports

29. Use whatever insight you have to challenge your thinking

30. From Research to Action Using supporter insight to improve your fundraising Bryan Miller [email_address] @millbry strategyrefresh.com