This document summarizes research conducted by nfpSynergy to understand supporter commitment and satisfaction levels at WaterAid. It outlines key findings from focus groups and surveys, including that supporters are motivated by WaterAid's work and effectiveness, feel their donations have impact, and trust WaterAid's use of funds. The research aims to establish benchmarks for tracking commitment over time and inform WaterAid's strategies to build stronger supporter relationships.

1. Understanding supporter commitment and benchmarking Jo Graham & John Whitehead September 2010 Tel: 020 7426 8888 Email: jo.graham@nfpsynergy.net Web: www.nfpsynergy.net

2. Agenda Background to the charity market place Changing patterns of giving The database measures of loyalty Research objectives and methodology Assessing satisfaction and commitment Next steps

4. Background to the Charity Market Place

6. Over half of WaterAid supporters also support at least two other development charities regularly. One in seven support at least five! Base: Postal survey, 2,000 WaterAid supporters, Britain, August 2008 Source: nfpSynergy “ Do you regularly support any of the following charities? “(List of development charities followed)

8. Changing Patterns of Giving

9. The Great Generation War Time Generation Baby Boomers Millennial Generation Generation X Live Births by Year

12. ? Source: nfpSynergy

13. The Database Dynamics of Loyalty

16. Considered Purchase Impulse Purchase

19. Importance of Retention and Attrition A key database measure of commitment and engagement A key to predicting future direct debit income The primary determinant of long-term lifetime value

21. Five Key Performance Indicators for Retention Monthly cancellations not to exceed 0.874% by either [a] numbers or [b] value. Of those active 12 months ago, retention to equal or exceed 90.5% Of those active 24 month ago, retention to equal or exceed 84.5% Of those active 36 month ago, retention to equal or exceed 79.5%

22. Agenda Background to the charity market place Changing patterns of giving The database measures of loyalty Research objectives and methodology Assessing satisfaction and commitment Next steps

23. Research objectives and methodology Desire to explore supporter satisfaction with a view to understanding commitment and track this over time Two-stage process of qualitative and quantitative research Replicable quantitative research, to provide a benchmark for ongoing tracking Initial phase of qualitative research to hear from supporters in their own words about their views and perceptions Qualitative research - focus groups of regular and potential supporters Quantitative research - postal and online survey of supporters

25. “ As an engineer I know the solutions are simple and effective” “ Feel stronger about WaterAid than Oxfam – you feel more closely involved” “ Without water you’ve just got nothing” “ You know by supporting it that you’re actually supporting one thing with great effect” “ Arms length. I don’t contact them, they don’t contact me, and that’s fine by me”

27. Agenda Background to the charity market place Changing patterns of giving The database measures of loyalty Research objectives and methodology Assessing satisfaction and commitment Next steps

28. The groundwork for assessing satisfaction and commitment Understanding of the work WaterAid does and motivated by this to support WaterAid Perceptions of the effectiveness of WaterAid’s work How supporters feel treated by WaterAid

29. 1. Understanding of the work WaterAid does and motivated by this to support WaterAid “ Believe water and sanitation and basic human rights” “ There is a clarity about WaterAid’s work that I like” “ I like the way WaterAid applies simple technology to provide sustainable solutions” Knowledge Resonance and engagement

30. 2. Perceptions of the effectiveness of WaterAid’s work Effectiveness/impact of donations “ Believe my donations are having a positive impact” “ The information WaterAid sends helps me to know how my donations are being spent” Effectiveness of WaterAid’s work as a charity and how donations are spent “ I have confidence that WaterAid is an effective charity” “ I trust WaterAid to use my donations efficiently” “ I am confident that my donation goes where it is needed most” “ I think other charities may be just as capable of tackling water and sanitation problems” “ I would like to be told more about the amount of money WaterAid spends on administration” Trust(1) K R & E

31. 3. “How I feel treated as a supporter of WaterAid” “ Appreciating my donation whether big or small” “ Giving me a range of ways to support WaterAid” “ Not asking me to increase my donation too often” “ Taking my wishes and needs as a supporter seriously” “ Responding efficiently to any queries I may have” T2 T1 K R & E

32. Direct questions about commitment “ Supporting WaterAid is important to me” “ I am committed to WaterAid for the forseeable future” “ I feel so committed to WaterAid I am interested in finding other ways to get involved” “ I may stop supporting WaterAid soon” Satisfaction Commitment T K R & E

33. Building towards commitment Commitment

34. Agenda Background to the charity market place Changing patterns of giving The database measures of loyalty Research objectives and methodology Assessing satisfaction and commitment Next steps

35. What has WaterAid done as a result of this research? Taken 5 key statements from across the survey to use as corporate KPI’s: “ I believe my donations are having a positive impact” “ I have confidence that WaterAid is an effective charity” “ The information WaterAid sends helps me to know how my donations are being spent” “ I trust WaterAid to use my donations efficiently” “ I am committed to supporting WaterAid for the forseeable future”

36. Tracking study conducted every 15 months Online only Hold the majority of the study constant Space for new learnings

37. What’s next? External benchmarking? Feel free to try it for yourself!

38. 2-6 Tenter Ground Spitalfields London E1 7NH (w) www.nfpsynergy.net (t) 020 7426 8888 (e) insight@nfpsynergy.net Registered office: 2-6 Tenter Ground Spitalfields London E1 7NH Registered in England No. 04387900 VAT Registration 839 8186 72