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.

The power of relationships

The power of relationships

If the past few years have shown us anything, it’s that donor-centricity has really taken off around the globe. However, as Adrian Sargeant, renowned author, Fundraising Professor and co-Director of the Institute for Sustainable Philanthropy asks in his recent blog post, how far have we really come?

Whilst some charities are doing ground-breaking work, too many are merely swapping out a few keywords in their communications, ticking a non-existent donor-centric box and hoping for the best.

Why is this?

Well, according to Sargeant:

“Because the metrics organisations use to assess fundraising are still all about the money. Very few charities measure the quality of the donor experience, and how giving makes donors feel or contributes to their sense of wellbeing. Almost no-one rewards their fundraisers for improvements in any of these latter relationship metrics, so financial measures continue to dominate.”

As detailed in our recent publication, The Donor-Centricity e-Book, we believe that donor-centricity is the ongoing dedication to increasing the depth and breadth of your donor understanding, so you can connect more meaningfully, collaborate more effectively, and – most importantly – genuinely care for your donors in order to create ongoing value exchange, build trust and increase loyalty.

By continually seeking to understand your donors, you gain insights that can be used not simply to tailor your communication, but also to adapt your engagement efforts, provide a more positive donor experience, and demonstrate to your donors that they are at the heart of your entire organisation. This builds trust and loyalty – the critical foundations of any lasting, sustainable relationship.

How do we know this?

Because we’ve seen it before in the commercial world, with our parent company Marketsoft.

Whether we’re a customer or donor, a positive experience makes us feel good and – as humans – we are motivated to act based on how we feel. We tend to make decisions based on emotion, then find a way to justify that decision based on logic.

To deliver the best customer experience and earn a sustainable competitive advantage, businesses need to earn trust and build loyalty by adopting a customer-centric approach. They do this by:

  1. Understanding what their customers want, need, like, dislike, hope, fear and value at each stage of their life;
  2. Infusing these customer insights across all their business functions to help shape decisions;
  3. Creating a unique and ongoing value exchange for their customers;
  4. Engaging in open, honest and transparent two-way conversations with their customers, across many different channels; and
  5. Empowering customers to interact with their brand on their own terms.

This same applies to not-for-profits looking to generate sustainable giving, you need to earn trust and build loyalty by adopting a donor-centric approach.

Sustainable giving will only ever come from sustainable relationships, and therein lies the source of donor-centric gap. Too many organisations underestimate the power of building and nurturing meaningful relationships. Instead, they measure fundraising teams purely on the literal sense of the word.

But fundraising’s true power comes not from focusing on the dollar, but from focusing on the relationship between donor, charity and beneficiary. If an organisation can keep their focus on the donor, on finding ways to forge genuine connections, of caring for them whether they are giving or not; if they can listen and learn from their donors; if they can involve them in decision-making, and if they can make them feel heard, recognised and a valued member of the ‘family’, then trust and loyalty will follow.

So, yes, we’ve come a long way on the journey to donor-centricity, but there’s still a long way for organisations to go, especially when it comes to where their priorities lie.

“Let’s focus instead on what we ourselves are well placed to do best; the building of deeper, more fulfilling relationships, that can grow the human capacity to love others. That should be the real purpose of fundraising.”

….

If you’re guiding your organisation towards donor-centricity, you’re not alone! We invite you to join our FREE donor-centric community and learn from your peers, share the successes (and the failures!) and together we can grow sustainable giving in Australia.

Primed nominated for FIA Awards for Excellence in Fundraising!

Primed nominated for FIA Awards for Excellence in Fundraising!

The LemonTree team is beyond excited to announce, that our end-to-end engagement solution, Primed, has been nominated for ‘most innovative campaign’ in the FIA Awards for Excellence in Fundraising!

We have worked closely this year with our Primed partners Conversr, More Impact, Cornucopia Fundraising, and Australian charity, Bush Heritage to improve the donor experience and unlock the opportunity to do things a little bit differently, more efficiently, and smarter.

We are truly humbled by the nomination and wish to congratulate our LemonTree members for their category nominations:

 
– MACA Cancer 200 – Ride for Research
 
– Royal Flying Doctor Service Victoria – Support Crew
 
 
– The Smith Family Digital Birthday Packs
– For their partnership: The Smith Family & Officeworks – Back to School Appeal Partnership
 
 
– YOTS Loyal Donor Program
 
 
– The May 50K
– With age comes…Innovation! The MS Readathon steps up to 2020
  
– Dance for Sick Kids
   
– The Red Zone Crisis Tax Appeal
 
 
– 7 Bridges Walk

”Primed sits at a really interesting crossroad between the supporter journey and the technology available. If you mix those two things – as Primed does – you can really improve the experience for the donor and really engage people who you thought were in the ‘too-hard’ bucket. It’s an opportunity to do things a little bit differently, more efficiently and smarter.”

Matt Small, Regular Giving Manager

Get to know what drives the founder of LemonTree Fundraising

Get to know what drives the founder of LemonTree Fundraising

Traditionally, the first act establishes character, relationships and setting; it’s where the first plot point happens. This series collects the ‘first act’ jobs, careers or businesses of entrepreneurs… Meet Joel Nicholson.

Joel Nicholson isn’t afraid to challenge a decision. His first foray into work was as a teenager in a fish shop, where he says he learned “the classics”; customer service and people skills. “But after about three weeks I got sacked,” he says. “I went back to the boss and said, ‘That can’t be right’. He took me back in.”

But that false start wasn’t the career he would first seriously embark on: “My first career was in professional golf,” Nicholson says. “It’s such a mental game. I was really challenged by the idea of conquering your mind. That was the appeal, but I definitely had a view towards making it right to the top in the world.”

After playing for a few years he followed his ambition to Europe for a season, but a survey of the other older players had him questioning the realities of a career on the green. “I discovered there are too many freaks in this world and there’s probably an easier way to make a living… I looked around and there [were] a lot of 29-year-olds still doing the golf circuit. They were winning about $10,000 or $15,000 a year. That’s below the poverty line, basically. So even though they were freakishly good talent, the vast majority were broke.” It was a sobering realisation.

Change may force you into new situations but those situations often don’t make sense until after the fact. “After golf, I wasn’t thinking, ‘Oh, I’m going to start my own business. I’m going to take over the world.’ I just literally came back, found a job and just started working in that,” says Nicholson. “After a number of years, the owners were on the verge of retirement, so I said, ‘How about I buy a part of the business?’”