Donor Relationship Stage 4: Grow Me – ft. Mahza Ahadiwand

Donor Relationship Stage 4: Grow Me – ft. Mahza Ahadiwand

Here we are at stage 4: Grow Me, in our 8-part blog series reviewing the different stages of the donor relationship.

This is the enrichment stage. It’s a time of excitement and opportunities. Its time to demonstrate the value each of you brings to the relationship and highlight the impact you can have on the world if you work together.

For this session, we were joined by guest NFP speaker Mahza Ahadiwand, who is the Individual Giving Manager at Children’s Cancer Institute. Children’s Cancer Institute was established in 1976 by a dedicated group of parents of children with cancer and their doctors. First established as a foundation to fund childhood cancer research, we opened our own research laboratories in 1984. Since then, we have grown to employ more than 300 researchers, students and operational staff and are recognised as one of the leading international child cancer research institutes.

Here’s a snapshot of Mahza’s presentation on the Grow Me stage…

Grow My Well-being:

So are we making them (donors) feel good?

“I wish I could give more, but I am on a pension”

“Sorry I can’t give again, I gave a few month ago”

“The work you do is amazing, but I spread my giving out between a few charities and give a as much as I can”

As fundraisers, should we be considering a donor’s well being?

How to make them feel good:

  1. Boosting well-being – Long term approach
  2. Identity – Enhancement to current activity
  3. Growing love and liking – Genuine desire to care – shift in mindset

Donor well-being:

Self-determination theory…

Assesses whether fundraisers or donors feel better as a result of their support of an organisation (La Guardia et al., 2000; Ryan & Deci, 2000a; 2000b). This theory says that people have three basic psychological needs:

  1. The need to feel autonomous
  2. The need to feel competent
  3. The need to feel connected to others

What level of competency do you feel in your role?

Competency:

  • Thanking them, not their gift
  • Demonstrating impact – annual impact report and ‘reports’ after each appeal
  • You talking to me? – utilising plain text emails

Dear Maz,

Thank you for your generous donation of $50 and helping to make Lexie’s wish come true this Christmas.

Thanks to your support of the Zero Childhood Cancer program, we can work towards, one day helping save the lives of thousands of children suffering from cancer.

It’s a tremendously exciting time for childhood cancer research and you play a crucial role. We simply couldn’t have got to  where we are today – on the threshold of transforming the very nature of childhood cancer treatment – without your support

From everyone here at the Institute, thank you. 

Maz,

You have just done something truly amazing. THANK YOU. 

Attached is a copy of your tax receipt, but to us, it’s so much more than just a receipt. 

It represents that, today, your kindness has helped to change the future for children with cancer. 

No child should have to face cancer, but the harsh reality is that every week in Australia, 20 children are diagnosed. That’s equivalent to a classroom of children who will have to fight for their lives being diagnosed each week. 

Your compassion has just taken us one step closer to changing the future for these children. By choosing to support the Children’s Cancer Institute you are helping to find better, safer treatments so that all children can enjoy a childhood cancer free. 

On behalf of everyone here at the Institute, and from all the children and families you are providing hope to.

THANK YOU. 

Connectiveness:

  • Survey responders
  • Role of newsletters
  • Virtual connections – Gala of Giving

Autonomy:

  • Additional space on coupons
  • Bouncebacks where possible
  • Asking!

 Measurement:

How well do you think your current fundraising activities are set up to support donor wellbeing?

Identity:

  • We all want to be seen
  • When there is the absence of an organistaional supporter identity, it is most likely that the donor has chosen to support the organization because of one or a combination of the other identities that they have
  • Research shows that by making identity salient at the time of taking action, can increase giving

Getting to know our people: 

  • What are the top 5 words that come to mind when you describe yourself
  • What are the top 5 words that come to mind when you describe yourself as a supporter (THIS IS WHAT GIVING MEANS – why its important to them)

You can continue reading Mahza’s full presentation here… 

If you’d like to hear more from the likes of Mahza and your fundraising peers, we invite you to join the LemonTree Donor-centric Collective; a community built for fundraisers. The community attracts 1000+ fundraisers across Australia, ranging from small to large NFP’s and guess what…its completely FREE! Enjoy member only access to community luncheons, webinars, our LinkedIn community group, the chance to speak on behalf of your cause, and most importantly be involved in the donor-centric movement!

Thank you to Mahza Ahadiwand for sharing her knowledge on the Grow Me stage in the donor relationship journey.

Previously in this series:

  1. Catch Me
  2. Welcome Me
  3. Teach Me

 Next up in this series:

  • Keep Me
  • Endear Me
  • Renew Me
  • Win Me Back
Donor Relationship Stage 3: Teach Me – ft. Jody Crooks

Donor Relationship Stage 3: Teach Me – ft. Jody Crooks

Continuing with our 8-part blog series reviewing the different stages of the donor relationship, this blog delves into donor relationship stage 3: Teach Me. 

For this session, we were joined by guest NFP speaker Jody Crooks, the resident Head of Donor Engagement & Retention at WWF. Jody expanded on maintaining donor loyalty, aligning donor and cause values, listening to your donors and more (Queue the famous Julie Andrews line from The Sound of Music – “Getting to know you, Getting to know all about you.”) 

When I think about the ‘Teach Me’ stage of the donor relationship, I draw parallels with the early stages of a romantic relationship. You’re acclimatising to each other and working out whether you’ll still like them when you scratch below the surface. Will this be marriage or just a short fling?

We all know attrition is at its highest in those crucial early few months. So it’s really important that we help our donors avoid ‘buyer’s remorse’. It’s when they’ll start noticing first debits and will consider whether they really can afford it, or is it really the best use of their money. Will you deliver on what you said you would? To me, if we’ve delivered a successful experience in the ‘teach me’ stage, then our donors will be thinking “It’s so great to know more about WWF and how I’ll be helping for the long-term. I’m going to stick around!”

Ideally they’ll be feeling informed, more knowledgeable about your work, maybe even a little bit obsessive, and that they’ve found their tribe – they belong and they’re proud to be a part of this.

Whilst you’re in this familiarity-growing stage, you’ll want to be setting the groundwork to maintain loyalty. Some key principles to consider to help do this are: 

  • Ensuring the donor can see how your cause aligns with their values
  • How can you help your donor trust you
  • Making it clear how the core benefit you deliver is impactful and what they expected
  • Communication touch-points and personal interactions are positive
  • You make supporting you an easy experience – you are convenient.

A donor will have made the choice to support your organisation because your cause aligns with their values and interests. Like many NFPs, WWF has a wide remit, and our staff are often keen to tell them about everything we do! However, just because someone joined because they love tigers, doesn’t necessarily mean they’re inclined to care about the impact of climate change on people in low income countries – despite both being focuses of our work. They may choose to learn more over time, but it’s important not to overwhelm a new donor. That’s why we’ve developed our communications during this stage to deliver a gradual introduction and exchange of information, specific to the area of work they joined us, before opening it up to broader areas.

Knowing your donor’s motivation is obviously critical in helping you do this. Perhaps it’s based on the product or proposition they signed up on, creative messaging testing, or perhaps you have a post-up sign up survey to help you determine this.

Trust is another key factor to establish at this time, and including a supporter promise in welcome materials is a great tool for letting your donor know what they can expect from this relationship. At WWF we’re always focusing on demonstrating impact as a way for donors to feel confident we’re putting their funds to best use. For example, by sharing regular impact updates, inspiring stories from the field and transparency on use of funds.

We also take the time to welcome all of our new regular givers by calling them to say thank you, and to check that they’ve received their welcome pack. A personal touch-point early on in their relationship is a really positive way to help us both get to know more about each other. We’re seeing great retention uplifts too.

As the relationship develops, it’s time to start peaking their broader interests as we introduce other ways they get can get involved. For example, including advocacy asks in the later on-boarding journey, value exchanges such as advice on sustainable living, bequest normalisation in supporter care newsletters or opportunities to fundraise on our behalf. We find the more actions a supporter takes, the higher their engagement and the relationship is stronger as a consequence.

It’s so important to get this stage of the relationship right if we want to see those depressing early month attrition rates go down. Focusing on the key principles of loyalty should really help you do this, and never losing sight of the donors’ ‘why’. This is a person that cares about your cause – let’s make sure they know how grateful we are that they’re here!

We hope you enjoyed reading Jody’s experience in the Teach Me stage of the donor relationship journey; if you missed out on reading more about stage 1 Catch Me and stage 2 Welcome Me we invite you to check these out. WATCH THIS SPACE for our next guest blog post on the Grow Me step – This is the enrichment stage. It’s a time of excitement and opportunities. It’s time to demonstrate the value each of you brings to the relationship and highlight the impact you can have on the world if you work together.

DID YOU KNOW? Our free donor-centric community – The LemonTree DCC attracts more than 1000+ members across the nation, ranging from small to large NFPS’s?!

Thank you to Jody Crooks for sharing her knowledge on the Teach Me stage in the donor relationship journey.

Previously in this series:

 Next up in this series:

  • Grow Me
  • Keep Me
  • Endear Me
  • Renew Me
  • Win Me Back
Primed wins FIA award for ‘Most Innovative Campaign’

Primed wins FIA award for ‘Most Innovative Campaign’

The LemonTree team is beyond excited to announce, that our end-to-end engagement solution, Primed, is the winner of the ‘Most Innovative Campaign’ award, at the recent Fundraising Institute Australia (FIA) Awards for Excellence in Fundraising. 

Together with our Primed partners, ConversrMore Impact, and Cornucopia Fundraising, we have collaborated our unique services and created a multi-stage engagement solution, designed to assist fundraisers in finding the huge untapped potential sitting on their databases.

 

How Primed helped Bush Heritage Australia connect meaningfully with their donors 

We worked closely with Bush Heritage Australia, an independent not-for-profit that buys and manages land, and also partners with Aboriginal people, to conserve our magnificent landscapes and irreplaceable native species forever, to identify where they could potentially grow their existing regular giving base.

Bush Heritage Australia wanted to actively engage with people in a way that went deeper than just getting their details, then making a phone call and expecting people to commit to their cause.

Step 1: The LemonTree team, started by auditing and consolidating a wide range of dormant donors and leads that most charities have typically given up on. Then through best practice hygiene techniques and leveraging LemonTree’s large collaborative insights universe, we were able to identify the most contactable donors. Finally, with machine learning, our unique collaborative propensity models identified the most likely donors to be regular givers to Bush Heritage Australia.

Step 2: This is where More Impact and Conversr stepped in, to design the customised multi-channel engagement journey, informed by behavioural economics.

Step 3: From here, 24,000 people were put through a three-step engagement journey using Conversr’s SMS and email platforms. The idea was to educate people around Bush Heritage Australia’s purpose, give them a gift (which was a downloadable calendar full of beautiful images of wildlife and bush landscapes) and finally, ask them for their opinion on what Bush Heritage Australia does and why, through a short survey.

It’s been really beneficial for our organisation so far in terms of the number of regular givers that we’ve generated and the outcomes, but also the fact that we’ve engaged so many people in such a positive way and that helps to make sure they keep on giving.

Matt Small

Regular Giving Manager, Bush Heritage Australia

At LemonTree, we believe the most powerful relationships are founded on human connection. One person, engaging with another, over time. Something so simple, but it can translate into loyalty that lasts a lifetime.