Retention - It's All About The Base
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This document discusses strategies for improving donor retention in peer-to-peer fundraising. It emphasizes building loyalty through consistency, reciprocity, and surprise. Specifically, it recommends: (1) having participants publicly pledge to return each year, (2) surprising donors with unexpected rewards to exceed expectations, and (3) providing excellent personalized service at every step to encourage consistency. Pairing targeted communications with retention efforts throughout the fundraising cycle can create "aha" moments that improve donor loyalty and participation over time.
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Retention - It's All About The Base
- 1. PEER TO PEER FUNDRAISING Retention: It’s all about the BASE
- 2. 2
- 3. 3
- 6. Churn: the number of participants who do not return to an event from year to year…
- 7. Source: www.sickkidsfoundation.com Great Camp Adventure Walk
- 8. 6to 7number of times more costly it is to acquire versus retain a donor.1 200% the increase in lifetime value of a donor database, if donor retention improves by 10%2 41% donor retention rate via the 2015 Fundraising Effectiveness Survey Report. THE VALUE OF AN EXISTING DONOR
- 11. NEW VS RETURNING PARTICIPANTS ONLINE FUNDRAISING PERFORMANCE
- 12. Building loyalty
- 14. Build loyalty through liking http://www.jrmyprtr.com/cialdini-six-principles-of-influence/
- 15. Companies with high employee engagement scores had twice the customer loyalty than companies with average employee engagement levels. - Study: Are They Really On The Job? Organizations with highly engaged employees achieve twice the annual net income of organizations whose employees lag behind on engagement. - Study: The Impact of Employee Engagement Critical role of staffing
- 16. Source: http://www.nonprofithr.com/wp-content/uploads/2015/02/2015-Nonprofit-Employment-Practices-Survey-Results-1.pdf HARD TO DO WHEN Hard to do when… Before we can truly fix our retention problem, we need to fix our staffing problem.
- 17. • Humans have an evolutionary desire to keep all exchanges fair. • We feel indebted to those who do something for us, even if we didn’t ask for anything. Build loyalty through reciprocity
- 18. The implication for P2P retention is to BE AWESOME ALL THE TIME. “The implication for marketers is you have to go first. Give something: give information, give free samples, give a positive experience to people and they will want to give you something in return.” Build loyalty through reciprocity
- 19. You had me at hello Surprise Reciprocity Reciprocity is a powerful force, but to truly stand out and earn loyalty, create unexpected wows and exceed expectations.
- 20. Surprise Reciprocity at “Hello” The Dollar Shave Club includes a publication called “The Bathroom Minutes” and free samples in your shipment. Their box is more than just a new pack of razors. These little surprises keep you coming back for more! Surprise reciprocity in action
- 21. In the early days of Zappos, customers were told their order would arrive in 3-4 days. Unbeknownst to them, they were automatically upgraded to priority shipping. Imagine their surprise and delight when their shoes arrived the next day? Surprise reciprocity in action
- 22. Wearables/Incentives • Participants expect to receive it on event day • Mail it in a fun envelope as soon as they earn it • Include a hand written note with personal details • Soft ask to post a photo and hashtag Surprise and delight
- 23. Surprise and delight Unexpected Rewards at Check In • “Hi David! As a team captain, we’d love you to get a massage on us at the finish line.” • “We’re so glad you’re here, Sue! Because you’ve raised $1,000, you’ve been upgraded to the VIP tent.” • (One week prior) “Bob! Because you’ve assembled such a large team, we’d like to offer you and your whole team access the executive coach to and from the parking area.”
- 24. Service is your guarantee. Your best loyalty program is to provide personalized service. - Francis Prezeau President of Signature Canada Reciprocity through incentives is appreciated. Personalized service and surprises are remembered. Surprise and delight
- 25. • Son leaves his beloved stuffed animal, Joshie the giraffe, at the Ritz Carleton hotel, where the family was staying. • Father hopes hotel staff will find Joshie, and tells son that Joshie is enjoying an extended vacation. • Hotel staff finds Joshie. Father mentions his white lie. • Hotel staff wows father and son by documenting Joshie’s vacation before returning him. Unplanned Personal Reciprocity
- 26. This goes beyond providing exceptional customer service. Go out of your way to provide random acts of wow for your fundraisers. Be fanatical about customer service
- 27. Building loyalty through consistency Once people make a choice or take a stand, they will encounter interpersonal pressure to behave consistently with what they have previously said or done. 1. Voluntary 2. Active 3. Public 4. Best if in writing
- 28. Pledges and petitions in P2P We often see pledges used in advocacy, but they can be extremely effective for P2P. At the height of campaign excitement, encourage participants to sign a digital or live pledge to return the following year. Then thank and remind! Build loyalty through consistency
- 29. Using Surveys to Encourage Consistency Survey uses: Find out what fundraisers are thinking Get fundraisers to commit to their beliefs For those who had a positive experience, taking the survey solidifies their belief and influences future actions (becoming loyal). For those who had a negative experience, the survey has the same effect, but helps to solidify NOT returning. Build Loyalty By Always Being Awesome
- 30. Retention efforts do not start the day after the event, they start the second someone signs up.
- 31. 7.17.15
- 32. Pairing communications with retention efforts A communication plan is necessary prior to recruiting Create “aha” moments along the way, throughout the event life cycle
- 33. COMMUNICATION PLAN: PRE-EVENT Determine what they want to hear Target communications for your unique segments Start by segmenting Team Captains Past Participants New Acquisition
- 34. $45 $21 $119 $56 $0 $20 $40 $60 $80 $100 $120 $140 Walk 5K New Returning NEW VS RETURNING PARTICIPANTS
- 35. NEW VS RETURNING PARTICIPANTS NEW PARTICIPANTS • Spend time coaching them on the tools and how to fundraise • Remind them on the “why” RETURNING • Don’t ignore! Ensure they feel special and show your appreciation for their return • Up the ante for this group New Participants Returning Participants
- 36. LEADING UP TO THE EVENT DATE Showcase and acknowledge fundraisers along the way, in your coaching emails, newsletters and social media
- 37. COMMUNICATIONS PLAN: WITHIN 24 HOURS OF EVENT DATE Craft a big THANK YOU message in advance to send the day of the event. It doesn’t have to include specific fundraising totals. Celebrate heartwarming moments of the event, its fundraising success, thank participants and volunteers profusely Post similar “thank you” and “great job” messages to Facebook and Twitter. Add pictures from the event
- 38. AWESOME “DAY OF EMAIL” Encourages involvement Sent day of event Mission Reminder Thank You
- 39. POST EVENT SURVEYS ARE A GREAT WAY TO MODIFY THE PARTICIPANT’S BEHAVIOR • Participation DOES NOT EQUAL Fundraising • Participating in an event and fundraising are two separate tasks and two separate asks • Use surveys to modify the participant’s behavior
- 40. COMMUNICATIONS PLAN: EVENTUALLY...(BUT DON’T WAIT TOO LONG) Announce fundraising totals and final fundraising push in another communication Remind participants of how the funds will be used: VISIBILTY INTO IMPACT Ask participants what other communications they would be interested in
- 41. UPDATE YOUR WEBSITE ASAP Turn OFF Registration, keep donations Save the date Showcase top teams, participants, donors Drive traffic to other sites (social media, org’s website, newsletter sign-up)
- 42. COMMUNICATIONS PLAN: POST-EVENT During the off season keep in touch and focus on creating mission moments Ensure other departments are aware of your post-event communications plan Announce your save the date, even if you don’t have your event setup online.
- 43. No asking for money; just provide information Share mission moments Stories/photos work well with testimonials Use a great subject line….”How many MORE kids can be cured?” MISSION TOUCHES
- 44. Communicate without asking for money
- 45. Timing is Everything When should you say thanks? When should you ask again? Spend time sowing the oats with your net new data, and reap the rewards later
- 46. NET NEW DATA: NEW SUPPORTERS IN YOUR DATABASE AS A RESULT OF A CAMPAIGN Personal thank you from leadership. Why are they involved? Message #1 Create a mission moment with great stories & powerful images. Message #2 Engage the donor with a survey asking for info & feedback Message #3 Get involved: list 3 or 4 options. Don’t make it cluttered! Message #4
- 47. WHAT’S ON YOUR MIND? A Q
- 48. RESOURCES... • P2P 2014 Fundraising study: the most comprehensive study in the P2P fundraising. • Drab to Fab: Peer to Peer Event Makeover: an ebook and guide to help “make over” your peer-to-peer strategy. • TeamAndy Microsite brings all of our peer-to-peer and DIY fundraising resources in to one spot from e-books to videos and everything between.
Editor's Notes
- Churn – a good thing for ice cream and butter. A bad thing for event participants, fundraisers, team captains, sponsors ... Even when it’s “slow” it’s never a good thing
- Churn – a good thing for ice cream and butter. A bad thing for event participants, fundraisers, team captains, sponsors ... Even when it’s “slow” it’s never a good thing
- How do you attract and retain to your event?
- 2015-fundraising-effectiveness-project-survey-report/
- There is good news and bad news when it comes to retention.
- Shana
- Shana
- Shana
- Shana
- Tammy ...
- So now that Shana has talked about retention, let’s hone in on the communications piece. Now your communications plan needs to be in place BEFORE even start recruitment efforts. And if you don’t , you won’t create some of those aha moments along the way (Amy mentioned this morning). So let’s talk about some of the key pieces involved in communicating with your database.
- The first thing to think about is segmenting, and Jeff Shuck spoke about the power of segmentation this morning. And when I am working with our Blackbaud clients, there are 3 main segments that I try to get them thinking about (TCs, PPs, NA). And you do this because you want to be strategic and thoughtful in determining what they want to hear and then target your communications for those unique segments. The biggest FAIL that I see are nonprofits that simply grab every email address in their database, and send out blanket recruitment efforts. And we have the data to prove that segmentation really does work. So let’s look at this……
- Looking at this chart, you can really see the vast difference in how much $ new participants raise vs. past participants. And why is this important when we are thinking about retention and communications? (NEXT SLIDE)
- Because as you are creating your communications plan, if you can get into the mindset of talking to these different groups separately, you can achieve bigger results. So for our new participants, let’s spend time on coaching them on the tools and how to fundraise. Let’s also remind them of the “why”. We want to create the best first-time experience for them so that they come back YoY. And then for our returning participants, they already know how to use the tools – don’t waste a coaching email to this group telling them how to log in. For this group, we most importantly want to ensure they feel recognized, special and important, because they are! Remember, they bring in the bulk of our revenue. And you can do things like up the ante for this group by offering contests, perhaps discounts on registrations or anything that you can think of that you think works for that pool of supporters.
- Some things you should be doing along the way leading up to the event is showcasing your supporters, and I wanted to show you 2 really good examples that I found. The first – Relay for Life – did a fantastic job by sharing a quote from an actual supporter and cancer survivor. And then Canadian Cancer Society does a great job with social media and this one caught my attention because it shows George, who is a cancer survivor and completed 2 10km trail races and raised over $33K. So why is showcasing so important? (Tell story Bike 2 the Beach- lost biggest team)
- Now let’s move into the 24 hours after the event and talk about what you should be conveying here. #1 – go ahead and craft your your big THANK YOU message in advance to be sent the day of the event. And it’s ok if you don’t have totals! But the point is that around 24 hours after your event, there is still a “donor high” or “participant high” and you want to capitalize on that. So something else you can do in this email is Celebrate the heartwarming moments of the event, its fundraising success and thank participants and volunteers profusely. Showcase the cancer survivor who just completed his first 5 k. Anything that you can do to pair what your mission is with the results of the event goes a long ways. And also, don’t forget to continue your social media engagement. Post similar “thank you” and “great job” messages to Facebook and Twitter. Add pictures from the event.
- Here’s a really good example of a Day of Email. Granted, this is more of a DIY event, but let’s look at how thoughtful and structured this email is: Send day of event – capitalize on their theme (read 1st para). Then, the mission reminder (2nd para). And lastly, the big thank you (3rd para). And then look at the PS! – encourages donations.
- Post Event Survey - Shana talked about this already, but I want to briefly talk about surveys from a different perspective – use surveys to modify your participant’s behavior.
- Eventually (3 Bullets) - Cuts down on unsubscribes
- And when thinking about updating your event website, just shutting it down is not a good best practice. FAF has a great Disable button, but it’s a bad best practice! Update your site and allow donations for as long as possible and even if you don’t have your platform up and ready to accept registrations for the next event, you always announce your save the date. Also, showcase your top teams, participants and donors and drive traffic to all of your other sites.
- Now we start to move into a different territory that I call the off-season, and this is really where your chance to retain your supporters becomes critical. (3) bullets
- There’s something called mission touches or I like to call them mission moments, and that is simply this: your chance to start brining in those new donors and participants into your fold. Remember this: (explain 1:4 vs 1:250). So how you now interact with those new people will determine whether they continue to support you. So some of the things you can do is (bullets0
- Again, no fundraising or ask, but an opportunity to get them involved.
- So now, when you do ask again? The point of this session was retention, and if you don’t consider the timing of when you ask again, you may lose some of your net new data – those people that are now in your database as a result of this past P2P event. So when you ask again is very much dependent on when your event ended. Was it last week, and now in 4 weeks you are going to start asking them to give again on GivingTuesday? And then what about your EOY appeals? So if you take some time to sow the oats with your new acquisition and start to show them why their support is important, you will hopefully have their support when your next ask comes around.
- And lastly, speaking of net new data I wanted to leave you with a recap of a sample communications plan to really bring those net new data into the fold. So consider something like this (review)