The document discusses how to create donor endearment through a customer-centric approach. It recommends focusing on empowering donors to own their relationship with the organization from the start by finding entry points that illustrate how supporting the cause benefits them and their peers. Success comes from engaging donors across different initiatives and products over time to build the relationship. The key is allowing donors to set their own engagement criteria and drive interactions, potentially triggering giving based on factors in their environment or recommendations from their peer network within the organization. The goal is to design a donor journey and experience that the donor owns and controls.

1. Donor Centricity Collective
“Endear Me”
Mark Jenkins
CEO
Resurg Group
March 2019

2. “Endear Me”… actually Endear Yourself!
Focus on the client (donor) relationship journey..
Key Question:
What combination of events will almost guarantee endearment?
• Success across a series of interactions with the customer ultimately creates
endearment.
• We can’t expect immediate endearment, however if we can engage across
a portfolio of products we can almost guarantee it.

3. Packaged Analytics Solution for Franchise Networks

4. “Endear Me”… actually Endear Yourself!
What does endear my customers mean to me?
Their ownership of the relationship
Their empowerment in the relationship
• If the customer is driving their engagement rather than us, then we
are simply facilitating their endearment to the product.

5. Utilise predictive
analytics and
intelligence to
highlight
opportunities
Data Centre
Compliance with data
governance and security
Extract data
from your
store Your Dashboard and Mobile
Intelligence Solution
Secure Your Data
DATA STORAGE
How does the Resurg product work?….

6. How can the client own the relationship?
For Resurg it was all about the product.
How do we make the product about the
customer?
A customer journey that the customer
owns:
BENCHMARKING
• Finding an entry point that illuminates the potential value of the relationship to them.
• Aligns the customers needs with their peers and the network.
• Find a way to ask customers more questions.
• Customers are owning their actions from the start of the journey.

7. Increasing the Frequency of Customer Contact
Push Notifications
How can they own the engagement?
• Empower the customer to set their own engagement criteria
• Enables the customer to drive the contact
• Question: What sort of engagement criteria from the donor or
their environment could trigger their giving?
How can we empower the client in the relationship?

8. Being part of a network, leveraging the network
PERFORMANCE GROUPS
• Enable the network to
communicate
• Understand from their peers
the behaviours that will make
a difference
• Build your ambassador network within the tribe. Find sponsors /
influencers in the network.
• Engage them in their own decision making, tailored by their peers.

9. Utilise predictive
analytics and
intelligence to
highlight
opportunities
Tier 1 Data Centre
Compliance with data
governance and security
Extract data
from your
store
Dashboard Intelligence
Secure Your Data
DATA STORAGE

10. Extract data
from your
store
DATA STORAGE
+
+

11. Extract data
from your
store
DATA STORAGE

12. Resurg Steps to Endearment
1. Make the product about the customer…. how can the ‘cause’ truly
incorporate the donor?
2. Ensure customer ownership of the product from the outset…donor
ownership in the charity from the outset
3. Empower the customer to drive the engagement…donor specifies the
triggers the engagement
4. Leverage the peer to peer network… how can the donor network
influence individual donors behavior? How can the Lemontree
collaborative insights provide leverage for you?
Create a customer journey that the customer owns….a
combination of events that will guarantee endearment!

13. Donor Centricity Collective
“Endear Me”
Mark Jenkins
CEO
Resurg Group
March 2019