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DMA New York Aug 4-5 "The Heart of the Donor's Experience"
- 1. The HEART of the Donors Experience
- 2. 2 Marla Davidson, Vice President Technology The Arthritis Foundation Kent Grove, Director of Client Engagement The Merkle Response Management Group Tanya Hirsch, Client Marketing Manager FineLine Solutions Jay Hollister, Manager of Donor Experience Canadian Red Cross
- 3. 3 “The customer perception is your reality”. THE FACTS 1) 86% will pay more for a better customer experience. Only 1% of customers feel that organizations consistently meet their expectations. 2) 40% of organizations cite ‘complexity’ as the greatest barrier to improving multichannel customer experience. 3) 89% of people began doing business with a competitor following a poor customer experience. 4) Customer power is now. 73% of people trust recommendations from friends and family, while only 19% trust recommendations from organizations. “The Customer Experience is a combination of everything you do, or do not do, that underpins any interaction with a customer or potential customer”
- 4. 4 “A Donor Experience is an interaction between an organization and a customer. It is a blend of an organization’s physical and virtual performance, the senses stimulated and emotions evoked, each intuitively measured against customer expectations across all moments of contacts”
- 5. 5 Make It Easy Add Value Give me Choice Know Me Data is the cornerstone Transactions into Relationships Organizational Alignment Planned Engagement Experiences
- 6. 6 Marla Davidson VP Technology The Arthritis Foundation
- 7. What would we do if we knew our donors? Jessica Smith 1x Donor Jessica Smith 1x Donor – Gives every year Rheumatoid arthritis Interested in the latest research Lifestyle includes Arthritis friendly exercise Has recently moved Active at local community center
- 8. Would we “engage” differently? Thank Her for her support and celebrate her new home Educate her on tools to enhance her lifestyle Update her on latest RA research, inviting her to advocate for further research Invite her to participate in exercise programs Encourage Jessica to share her progress and stories to help others live with Arthritis
- 9. 9 Use Best of Breed systems on the front end to facilitate the customer experience – then integrate with the master database Recognize that data might come in stages – as customers become invested in your organization – be prepared for “partial” but valuable data Make it Easy (to collect data)!
- 10. 10 Data in silos, shoeboxes or other systems (including spreadsheets) is BAD news for your customer Surface the data in places and processes that help build relationships Listen to what your customers tell you and react accordingly Know me (by ALL my data)!
- 11. 11 People tell you things expecting you to remember! So remember! Provide content and opportunities based on information they provide or behaviors they exhibit Generalize based on what you know about others in your database Add Value (based on the data)!
- 12. 12 Technologies are not generational – expect all kinds of people using all kinds of access points Staff need to be able to access the data “on the go” Give me Choice (of technologies)!
- 13. 13 Your data must be centralized to be most effective Use the data you collect to inform your activities (direct mail, call center, local contacts, etc.) Allow the data to tell a story and guide next steps (with individuals and for the organization) Be flexible and mobile Major takeaways
- 14. 14 Kent Grove, Director of Client Engagement The Merkle Response Management Group
- 15. 15 Backend analysis of comment mail should happen the minute the envelope is opened Comment mail contains many opportunities to engage and enhance the donors experience Specific letter text or immediate outbound calls can create a high touch donor experience. Driving retention, loyalty, additional gifts, etc… based on the micro data associated with comment mail. Channel Memorable Moments- Comment Mail
- 16. 16 Do you test outbound thank you calls on specific segments? A thank you call immediately after the gift is deposited will lift the secondary average gift by 58% These programs are measurable, personalized, targeted, cost effective, and will give your organization an opportunity to build a greater connection with your donors on an emotional level. Channel Memorable Moments- Outbound Thank You Calls
- 17. 17 Does your non-profit analyze stamped BRE’s? Stamped BRE’s can indicate that the donor is intelligent and knows in advance that your organization will receive the postage cost back because the donor’s has applied a stamp over pre-paid postage. This data is beneficial for marketing to these donors on the front end and the back end acknowledgement. Non-Profits who analyze this micro data can specifically market to these donors by thanking them for using a stamp. Our data shows a 20% lift on a return gift by producing a tailored acknowledgment letter or a tailored message on the appeal. These acknowledgment letters should be coded differently and with a second ask on the acknowledgment so you can track the results. Channel Memorable Moments- Stamped BRE’s
- 18. 18 Tanya Hirsch Client Marketing Manager FineLine Solutions
- 19. 19
- 20. 20 Donation Received Donor is classified Into a marketing group Donor Opts in to Emails Donor receives 1 email every 72 hours Donor receives 36 direct mail pieces per year Any follow up donations are tracked by source code Donor updates preferences Donor renews next year Acknowledgement sent Donor becomes an active participant
- 21. 21 The current experience What we send What a donor receives Upfront, back end, heavy or light Premiums Free gifts from us Appeal, Renewal, or Lapsed mailings Mail from us requesting a donation Conversion, upgrade, pre expiry, post expiry telemarketing calls A call from us requesting a donation Action alert, campaign update, victories, year end, renewal, petitions or An email from us. Sometimes requesting a donation DRTV 15, 30 or 60 second spot A commercial requesting a donation Thank you call Thank you call
- 22. 22 Give me choices Become channel agnostic Same message across all Personalized experience Allow choice
- 23. 23 Assumptive Asks tailored to caller/donor types Defined QA process aligned to organizational goals Strategic Scripting aligned to data requirements Front of the line service for key segments Detailed notes and contact type categorization Planning the experience
- 24. 24 First time donor Recently moved or changed name Lapsed donors Donor complaints Donors to multiple programs at one time At Risk Donors (member type)
- 25. 25 Welcome message – packet to follow in mail Gather communication preferences – customization Determine programs/campaigns of interest – targeted messaging 30 days in – Phone call, Monthly program invitation 6 months in – Update on impact we have made because of them 1 year Anniversary – Thank you call and celebration of milestone First Time Donor planning
- 26. 26 Moment Mapping – Outside In Renew donor and step up Marketing Messages customized to their preferences Categorize donor based on preferences Engage and Inform on issues related to their actions Recruit Member for long term relationship
- 27. 27 Go beyond traditional gift metrics and move into a world of Net Promoter Scores and Donor Surveys 1) Was I fully able to resolve your reason for calling today? 2) One a scale of 1-10 how likely would you be to refer your friends and family to name of our organization? For anyone who answered the question with a rating of 7 or less they are asked for 3 things we can do to bring their rating closer to a 10 Measuring your progress
- 28. 28 Jay Hollister Manager Donor Experience Canadian Red Cross
- 29. 29 “What you permit, you promote”. THE SITUATION IN 2014 1) Leadership understood that there was a problem but not what that problem was 2) Barriers to change rose higher than the desire to implement that necessary change 3) The wrong people doing the wrong things were producing very poor results 4) The accepted wisdom inside the organization was that the Donor Relations team was a significant source of churn and donor frustration This was the phrase that started the “Revolution”
- 30. 30 Listening and reviewing donor interactions Interviews with staff, vendors, donors, industry experts Benchmarking Survey with Service Quality Management (SQM) Assessing the Situation
- 31. 31 Comparing ourselves to service organizations in the financial services, telco, retail, government and hospitality verticals Feedback directly from donors to track their satisfaction, resolution of their issue and their impression of their experience Donor Satisfaction Survey
- 32. 32 4th quartile across the board Very negative impression of our team Donors gave us direct, detailed feedback Our brand, recognized the world over, DID NOT MATTER Donors demanded that we do better The results were in...
- 33. 33 Our assessment gave us: THE MISSION “To put the donor at the center of everything we do.”
- 34. 34 THE VISION “To be as good as or better than the best-in-class service organizations, regardless of industry.”
- 36. 36 How’d we do it? Benchmark survey told us what donors really thought about us Filter out the “waste” from every process Build a donor- centric model for service delivery Create our compelling dashboard Execute and adapt to new realities
- 37. 37 Our Old Structure Red Cross Donor Relations Emails Call Backs Red Cross Finance Team Imports Vendor2 Outbound Calling Vendor1 Letter Printing Vendor3 Inbound Calls
- 38. 38 Our New Structure CRC Donor Experience Inbound Calls New Donor Imports Outbound Reactivation Calls Letter Printing Email Handling
- 39. 39 Our OTG fundraising doubled year over year Call Centre monthly donor segment increased by 40% in one year Donor Satisfaction moved from the 4th to the 2nd quartile, putting us in the realm of big North American brands The organizational “noise” about the Donor Relations team went away... What happened?
- 40. 40 YEAR AHEAD 4June 02, 2015 OTG $$ 2013/2014 2014/2015 Difference November $27,211 $40,983 $13,722 December $114,787 238997.75 $124,211 January $8,333 $22,547 $14,213 February $4,807 $13,575 $8,768 March $13,888 $20,660 $6,772 Total $169,026 $336,763 $167,868 We gave the dedicated team aggressive fundraising goals **Value of Call Centre monthly gifts increased by 40% from April 2014 to March 2015
- 41. 41 Year Call Centre Satisfaction CSR Satisfaction Was your call resolved? First Call Resolution World Class Calls Avg # of Calls to Resolve Action Alert Calls CP Score 2014 67% 73% 78% 68% 58% 1.39 8% 56% 2015 74% 77% 88% 74% 67% 1.34 5% 67% Improvement +7% +4% +10% +6% +9% +4% +3% +11% What do donors think? 4 Call Centre Satisfaction = the entire experience from beginning to end CSR Satisfaction = how satisfied are you with that specific representative Call Resolved = was the reason for your call resolved on this call First Call Resolved = was your issue resolved on your first and only call made World Class Calls = based on a series of criteria, how do we compare Avg # of Calls to resolve = how many calls placed to fix an issue Action Alert calls = based on the interaction, what % of donors had poor experiences CP Score = Customer Protection/ Net Promoter Score (how likely to recommend us)
- 42. 42 4 Thank you Lets keep the conversation going LinkedIn Group: HEART-YOUR-DONORS-EXPERIENCE
- 43. 43 4 Thank you Marla Davidson VP Technology The Arthritis Foundation mdavidson@arthritis.org Kent Grove Director of Client Engagement Merkle Response Management Group Kgrove@Merkleinc.com Tanya Hirsch Client Marketing Manager FIneLine Solutions thirsch@finelinesolutions.com Jay Hollister Manager, Donor Experience Canadian Red Cross Jay.Hollister@redcross.ca Jocelyn Chipman Chief Operating Officer FineLine Solutions jchipman@finelinesolutions.com